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Culture Is Pervasive in All Marketing Activities

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Culture Is Pervasive in All Marketing Activities
Contents

|Introduction |2 |
| | |
|Culture is pervasive in all marketing activities |3 |
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|“One World Culture” |6 |
| | |
|Conclusions |10 |
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|References |11 |

“Culture is a like dropping an Alka-seltzer into a glass - you don't see it, but somehow it does something” - Hans Magnus Enzensberger

Introduction

It is a widely accepted tenet of marketing that consumers are not homogenous and that their specific tastes, characteristics and desires will influence their response to marketing activities and advertising (Jeannet and Hennessey, 2004; Kotler and Keller, 2006, p. 52). At the same time, it is also accepted that consumers in different cultures tend to have different demographic profiles, lifestyles, values and economic priorities (Yucelt, 2000, p. 59). As a result,



References: Aaker, D. A. (1991) Managing Brand Equity. New York: The Free Press. Alden, D. L. Steenkamp, J. B. E. M. and Batra, R. (1999) Brand Positioning Through Advertising in Asia, North America, and Europe: The Role of Global Consumer Culture. Journal of Marketing; Vol. 63, Issue 1, p. 75-87. Boojihawon, D. K. Dimitratos, P. and Young, S. (2007) Characteristics and influences of multinational subsidiary entrepreneurial culture: The case of the advertising sector. International Business Review; Vol. 16, Issue 5, p. 549-572. Cleveland, M. and Laroche, M. (2007) Acculturaton to the global consumer culture: Scale development and research paradigm. Journal of Business Research; Vol. 60, Issue 3, p. 249-259. Duncan, T. and Ramaprasad, J. (1995) Standardized Multinational Advertising: The Influencing Factors. Journal of Advertising; Vol. 24, Issue 3, p. 55-68. Hofstede, G. (1980) Culture 's Consequences: International Differences in Work-Related Values. Beverly Hills, CA: Sage. Jeannet, J. P. and Hennessey, H. D. (2004) Global Marketing Strategies: 6th Edition. Houghton Mifflin, Boston, USA. Kotler, P. and Keller, K. L. (2006) Marketing Management: 12th Edition. Financial Times / Prentice Hall. Murphy, J. and Scharl, A. (2007) An investigation of global versus local online branding. International Marketing Review; Vol. 24, Issue 3, p. 297-312. Okazaki, S. Mueller, B. and Taylor, C. R. (2010) Global Consumer Culture Positioning: Testing Perceptions of Soft-Sell and Hard-Sell Advertising Appeals Between U.S. and Japanese Consumers. Journal of International Marketing; Vol. 18, Issue 2, p. 20-34. Roth, M. S. (1995) The Effects of Culture and Socioeconomics on the Performance of Global Brand Image Strategies. Journal of Marketing Research; Vol. 32, Issue 2, p. 163-175. Walker, C. (1996) Can TV Save the Planet. American Demographics; Vol. 18, Issue 2, p. 42-49. Yucelt, U. (2000) Product Choice in Different Cultures: An Empirical Investigation among Turkish Consumers. Journal of International Marketing & Marketing Research; Vol. 25, Issue 2, p. 59-68.

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