Communicating in the local language helps customers to receive the products and services positively. Doing business internationally involves changing the promotional or branding materials to suit their values and attitude. Analysis of the values and attitudes secures a comfortable working environment (Cateora, Gilly and Graham 398). Employees in the United States take weekly vacations while France employees take monthly vacations. Understanding this concept of culture is vital for international marketers considering various multinationals have had problems in the past. For instance, China banned commercials by Nike televisions for animating the kung fu master since it insulted the Chinese national dignity (Cateora, Gilly and Graham 389). The technology level available in the country of business aids the international marketers in handling promotions. It involves the analysis of transport and infrastructure of the location of interest (Cateora, Gilly and Graham 390). Education varies across cultural backgrounds thus; marketing internationally requires a synopsis of the educational background of their target market. In conclusion, analyzing the background aids the multinationals to have favorable response from their target market.
I agree with you on the importance of culture in the marketing environment. It is important for marketers to treat their customers with dignity. Asian cultures value their cultural concepts and the example of McDonalds in Japan shows this. It is true that the general population of a country constitutes to the cultural background, but analyzing the regional cultures is also important in international marketing. The factors you mentioned such as political, economical, and technological apply in securing different countries. The value of these concepts dictates the penetration pace of multinationals. Stability in international marketing works better if the ...Show more