Global Marketing This paper intends to critically appraise regarding how marketers can manage both local along with global culture when planning their marketing operations considering the impact of macro environment and culture on buyer behaviour. Business organisations are often seemed to be facing different challenges along with issues in relation to social, political along with environmental settings…
Culture is recognised to be an essential factor which imposes considerable impact upon the entire performance of the organisations (Lee & Carter, 2009; Bardhan & et. al., 2006). Culture is recognised to be an essential element on the basis of which the different magnitudes of human behaviour are determined. Culture comprises different elements that include belief, morals, knowledge, art and customs among others. These are various elements that depict the culture of a particular society. Moreover, culture is based on different macro environmental factors including social, economic, political and religious beliefs. In this regard, people of a society develop cultural values, behaviour and beliefs on the basis of the aforementioned factors (Soares & et. al., 2007). Culture is based on various concepts such as attitudes, values and ideas through which people perform various actions in a society. The cultural values and beliefs are usually shared amid the people of a society according to which individuals develop their ethnic values and purchasing behaviour (Belshek, 2004). Global marketing is often regarded as an appropriate strategy which adopt by business originations with the intention of conducting diverse operational functions effectively on a global context. Presently, there are various factors that can be viewed to be responsible for business organisations to execute their respective operations successfully in overseas business market segments. In this regard, these factors comprise minimised or unrestricted trade barriers, multilateral agreements in relation to trade activities and prevalence of common business market conditions. Culture is often recognised to play an imperative role in supporting the organisations towards making effective decisions. Business organisations, in order to execute their respective operational functions or activities efficiently in the worldwide market segments, are required to possess adequate knowledge in relation to fundamental and cultural values. In this respect, organisations having adequate knowledge in relation to cultural values will be able to operate their business operations with greater efficiency. It is worth mentioning that organisations, with appropriate understanding and knowledge about cultural values and beliefs will be facilitated with the opportunity of formulating along with executing effective marketing strategies towards the accomplishment of predetermined business targets (Vogt, 2013; Kotabe & Hesen, 2010; Gillespie & et. al., 2010; Lee & Carter, 2009). Culture should be considered in global marketing as the present business market scenario or the market conditions is recognised to be changing frequently due to several factors. The foremost factors for the change in the market conditions can be apparently observed as the development of new business markets and the preferences of global consumers that are likely to alter in relation to demographics along with expectations. It has been viewed that the global marketing activities have changed due to the dissimilar cultural values along with beliefs that holds by the worldwide customers (Keegan, 2011; Lee & Carter, 2009; Passaris, 2006; Picard, 2004). Thus, it can be affirmed that the market conditions of global market are often predicted to remain much dependent ...
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