Culture Is Pervasive in All Marketing Activities

Topics: Marketing, Culture, Advertising Pages: 9 (2596 words) Published: January 11, 2011
Contents

|Introduction |2 | | | | |Culture is pervasive in all marketing activities |3 | | | | |“One World Culture” |6 | | | | |Conclusions |10 | | | | |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, it is clear that consumers in different cultures are very likely to have different needs and responses to marketing and advertising. This in turn implies that culture will have a pervasive impact in influencing marketing activities, and businesses will have to take account of cultural factors if they are to successfully advertise to consumers in different cultures. This piece will critically review the extent to which culture is pervasive in all marketing activities; particularly in the creation and implementation of advertising strategies, and the implications for marketing and advertising activity.

Culture is pervasive in all marketing activities

Not only is this argument supported by the theory, but it has also been strongly supported by the empirical evidence. For example, studies of marketing in the European Union, which is generally seen as a single market, have shown that “national differences are more important than similarities when marketers are planning to approach the European consumers” (Yucelt, 2000, p. 59). These differences become even stronger in other contexts such as Asia. In particular, the response to television, radio, newspaper and magazine advertising has all been shown to be influenced by cultural factors, and all of these factors can have an influence on the strategies used by companies to market and advertise their products.

Given the significant impact of these differences, it is hardly surprising that studies have looked to use cultural frameworks to analyse the impact of culture on marketing, with Hofstede’s (1980, p. 1) cultural values being one of the most widely used concepts. In particular, research by Murphy and Scharl (2007, p. 297) has shown that Hofstede’s dimensions of individualism and masculinity strongly related to how innovative products and the marketing and advertising of said products is received. This finding is specifically applied to the online setting, producing the argument that “in...

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.
Continue Reading

Please join StudyMode to read the full document

You May Also Find These Documents Helpful

  • Implement and Monitor marketing activities Essay
  • Essay about culture
  • Essay on Marketing
  • International Culture in Marketing Essay
  • Marketing Essay
  • Marketing Essay
  • marketing Essay
  • Marketing Essay

Become a StudyMode Member

Sign Up - It's Free