Retail Marketing Is All About Cultural Differences and Communication

Topics: Culture, Globalization, Western world Pages: 5 (1559 words) Published: March 17, 2013
Zi Zhao
Retail Marketing Is All About Cultural Differences and Communication In the 21 century, the process of globalization is getting faster. More and more people tend to be involved in the world community. People should be able to understand people will not have too much difficulties to communicate with each other in a very same cultural background. Using the same communicate skills to communicate a person with a very different cultural background might lead that person into some serious troubles. Knowing the communication differences between eastern and western cultures is the most effective way to achieve retail business success. In retail business society, it is all about psychology. People have to make assumptions to decide what is the next step of retail marketing strategy according to audiences' behaviors or feedbacks. This is a very common way in business society to make decisions for retail company's next move. This might works in most western countries, but it may not works in some eastern countries due to cultural differences. "Among these cross-cultural studies, China not surprisingly has received considerable attention, as it is one of the fastest-growing economies in the world. Since the 1978 economic reform, which led to the transition from the centrally planned economy to the market-oriented economy, China has taken many steps to attract foreign investments" (Li, 2011). According to Li's information, China has involved in a huge part of world business market. People may start to learn how to communicate with Chinese people in order to earn profit for the company. China has very traditional cultural background. Due to the effects by traditional cultural background, Chinese are hospitable people cherishing friendship and yearning for cooperation. When Chinese people communicate in Chinese society, they basically talk everything to each other. For instance, talking about their age, job, income, relationship status, and children are very common in a Chinese conversation. These things are very natural for Chinese people to talk with someone they trust. In this case, these are sensitive topics to talk in most western countries. Due to western cultural background, western culture is more like to protect their personal privacy. Personal privacy of course involved age, job, income, relationship status, children and political ideas. People cannot directly ask someone these personal information in western countries. Most western people do not like someone else to interact their personal life. Besides personal information, Chinese people normally will ask someone how much they spend on a particular thing. In Chinese culture, the price of one thing is only relates to this one thing. Most western people will think directly ask the price on something they own maybe is trying to know their income status. Income status is belong to personal information, it does not belong to something people should ask to a western person. These examples are representing the psychologically differences between eastern and western cultures. Eastern and western people have very different way to communicate. In this case, western people are more likely to directly talk about some specific things. Eastern people are more like to talk about other things relate to this specific thing and then talk this specific thing. "In international business, it is important to be sensitive to a variety of different cultural backgrounds and to understand how to adapt the behavior when dealing with provider's from other cultures. individuals often do not realize that they communicate differently, have different understanding of the same subject, or hold differing beliefs about appropriate and inappropriate behavior, until they actually experience the impact of those differences to the final result" (Kvedaraviciene, 2010). According to Kvedaraviciene, people have to understand the importance of cultural background...

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