National cultural effects on marketing efforts - Essay Example

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National cultural effects on marketing efforts

This paper seeks to examine and document different theoretical models of national cultural to business to see if they are relevant to this topic. Next, this paper examines empirical studies of culture to marketing to determine if there is any evidence that culture does affect marketing strategies in general. The second area of research is to determine what national cultural factors do affect the marketing strategy of multinational retailers. There is secondary data from various literature and empirical evidence in this area that will be presented in this paper to help narrow down possible significant national cultural factors. The third area of research, and the core of this study, is to determine how these national cultural factors affect the marketing strategy of multinational retailers. Through descriptive and prescriptive research the relationship between national culture and marketing strategy for the multinational retailers will be identified, described, analyzed and refined. The fourth area of research is to determine how the relationship model of national cultural factors to marketing strategy for retailers could be used by the practitioner and the academic to develop better country specific marketing strategies. The question of how national culture relates to marketing strategy is important to scholars and practitioners at several levels. For the practitioner, marketing strategy is one of the key points to profitability for a retailer. Understanding how marketing strategy is driven by cultural will allow marketers to better market their products in the global market and therefore increase performance of the firm. ...
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Summary

In this paper, the author looks to relate the marketing strategy of retailers to the culture factors of foreign markets in order to develop a model that represents how specific national cultures influences the marketing strategy of international retailers…
Author : egerlach

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