Culture In International Marketing And Buyer Hehavior

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Culture In International Marketing And Buyer Hehavior

Index
Introduction
Characteristics of culture
International Marketing and buyer behavior
Examples of Cultural Blunders Made by International Marketers
The Culture Sensitivity of Markets
The Development of Global Culture
Cultural Analysis of Global Markets
Cross- cultural analysis
Conclusion
References
Introduction
Culture is the learned ways of group living and the groups responses to various stimuli. It is also the total way of life and thinking patterns that are passed from generation to generation. It encompasses norms, values, customs, art, and beliefs.
Culture is the patterns of behavior and thinking that people living in social groups learn, create, and share.
Culture distinguishes one human group from others. A people's culture includes their beliefs, rules of behavior, language, rituals, art, technology, styles of dress, ways of producing and cooking food, religion, and political and economic systems. Anthropologists commonly use the term culture to refer to a society or group in which many or all people live and think in the same ways. Likewise, any group of people who share a common cultureand in particular, common rules of behavior and a basic form of social organizationconstitutes a society. Thus, the terms culture and society are somewhat interchangeable.
Characteristics of culture:
Culture is prescriptive. It prescribes that kinds of behavior considered acceptable in the society. The prescriptive characteristic of culture simplifies a consumers decision-making process by limiting product choices to those, which are socially acceptable. These same characteristics create problems for those products not in tune with the consumers cultural beliefs.
Culture is socially shared. Culture cannot exist by itself. Members of a society must share it. Thus acting to reinforce cultures perspective nature.
Culture is learned. Culture is not inherited genetically; it must be learned and acquired. Socialization or enculturation occurs when a person absorbs or learns the culture in which he or she is raised.
Culture facilitates communication. One useful function provided by culture is to facilitate communication. Culture usually imposes common habits of though and feeling among people. Thus, within a given group culture makes it easier for people to communicate with one another. But culture may also impede communication across groups because of a lack of shared common culture values.
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