(Cateora & Graham, 2002 13)
The task of cultural adjustment, however ids the most challenging and important one confronting international, marketers; they must adjust their marketing efforts to cultures to which the re not attuned. In dealing with unfamiliar markets, marketers must be aware of the frames of references they are using in making their decisions or evaluating the potential of the market because judgments are derived from experience that is the result of the enculturative process.
When a marketer operates in other cultures, marketing attempts may fail because of unconscious responses based on frames of reference acceptable in one's own culture but unacceptable in different surrounding. Unless special efforts are made to determine local cultural meaning s for every market, the marketer is likely to overlook the significance
The foreign marketer should be a...
operates in other cultures, marketing attempts may fail because of unconscious responses based on frames of reference acceptable in one's own culture but unacceptable in different surrounding. Unless special efforts are made to determine local cultural meaning s for every market, the marketer is likely to overlook the significance
The foreign marketer should be aware of the principle of marketing relativism; that is, marketing strategies and judgments are based on experience, and experience is interpreted by each marketer in terms of his or her own culture. The market systems of different peoples, their political and economic structure, religions and other elements of culture, foreign marketers must constantly guard against measuring and assessing the markets against the fixed values and assumptions of their own cultures. (Brij Kumar & Steinmann, 1998 9) They must take specific steps to make themselves aware of the home cultural reference in their analysis and decision-making.
The political environment
No company, domestic or international, large or small, can conduct business without considering the influence of the political environment within which it will operate. One of the most undeniable and crucial realities of international business is that both host and home government are integral partners. (Cateora, 2002 152) A government reacts to its environment initiating and pursuing circumstances. Reflected in its policies and attitudes toward business are government's ideas of how to best promoting the national interest, considering its own resources and political philosophy. A government controls and restricts a company's activities encouraging and offering support or by discouraging and support or by discouraging and banning or restricting its activities