Why is the study of culture important to the marketer?
Culture is one of the most sort after topic in marketing, making it the most important area to develop an understanding for especially in marketing. Culture shapes the way people perceive life. The way things are done, said, and viewed, culture as something to do with it. The definition for culture is very hard to come up with because of the many elements it entails. But a more collaborative definition for me would be Culture is the distinctive way of life of a group of people, their complete design for living. The study of culture is important to marketers because society is composed of so many culture attributes. In the United States for example, you come to find out that there are different types of ethnic background all having different cultural practices. In order for a marketer to be successful in its campaign it should be able to identify the different cultural difference. Now after identifying the different cultural difference a market segmentation should be drafted out that posit the values, norms, and beliefs of the various cultural differences. Another thing that makes studying culture very important is the meaning and the symbol certain material and non-material elements in a culture carries. Culture is a very sensitive thing therefore marketers should be meticulous in how they portray selling a product or service. That is why it is important for marketers to study and research a particular culture before starting the process of selling to consumers. Lastly, marketer should be able to transfer cultural meaning to the product they sell in order to achieve competitive advantage and product acceptance. For example, company that has been able to transfer certain cultural value into their product has been able to have better market share, competitive advantage and profit. A company that has been able to achieve this is Apple, with their product underlying quality, individualism, and youthfulness....
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