Revised chapter 11 (14) culture and international marketing management

Modern concept of marketing Market-driven management should: – Anticipate and respond to consumer needs – Define and deliver customer value.. Social media: • Companies are turning more

Chapter 11

Culture and international marketing management

Modern concept of marketing

Market-driven management should:

– Anticipate and respond to consumer needs

– Define and deliver customer value.

• Integrate marketing functions in all parts of a

company.

• Develop relationship marketing: link the company

to the market:

– Create networks

– Connect with customers.

Relationship marketing management

Is about:

• Connecting with customers through continual

transactions and exchanges

• Establishing sustainable relations with and

between consumers.

Social media:

• Companies are turning more and more to ‘social media’ for marketing purposes

• Social network applications now receive priority

over digital advertising and e-mail marketing.

Social network marketing: Facebook

Figure 11.2 Facebook users versus international spend share

Source: http://searchenginewatch.com/article/2329906/Only-52-of-Facebook-Ad-Spend-is-Outside-the-U.S.-tuy

Intercultural marketing

Is about adapting products and marketing

strategies to consumer preferences.

• Cultural identification with a product

• Consumers share cultural characteristics:

– Geographical cultural affinity zones

– Cultural affinity classes.

Cross-cultural consumer behaviour

Increasing uniformity in consumer taste and

behaviour:

– behavioural intentions of consumers need to be

established – different weightings between attitudes and norms.

• Therefore:

– Take into consideration:

• the characteristics of the consumers’ culture;

• their underlying models.

Cross-border market research

Problems for marketers and market researchers:

• Language barriers

• Sensitivity of questioning

• Research techniques

• Cultural differences

• Suspicion

• Statistical comparisons

• Fragmentation.

Marketing communication

across cultures

Marketing: a process in which communication plays an important role.

•Promoting brands internationally

• Multinationals need to use a uniform brand

•Language may be a problem:

– Pronunciation

– Different alphabet.

Brand and national images

Important is:

•Relationship between the nationality of a product

and the image it evokes

•Elements that contribute to the consumer’s perception

of product nationality

– Such elements can be related to one country, several countries, or a geographical area.

• Role of stereotypes

Impact of culture on advertising

• Companies websites:

– online advertising and sales promotion worldwide

• Cultural approach in advertising:

– Language and behavioural differences

– Meanings of the consumers

• Advertising adapted to the local market:

– Products/services presented in a symbolic way

– Image of product associated with product concept.

• Companies operating internationally are:

– Building the strength of their brand

– Extending the number of markets

–

– Cultural differences in communication and products

• Companies intent on making sure that:

– Intended meaning of the brand coincides with

– Perceived meaning of the message.

The managing meaning matrix

Figure 11.4 The managing meaning matrix

Source: Hoecklin, 1995: 101.

• Ethical issues must be taken into account

• Message framing is an important aspect

• Advertising across cultural groups:

– differences

• In perception, interpretation, reaction

• Between collectivist and individualistic cultures.

• Focus is more on the consumer than on

marketing methods

– because the consumer presents the most

important cultural differences.

• Communication:

– various channels of commercial and social

advertising – balance between product, message and

perception that people may have about a product.

End