Cultural Influences on International Marketing. Dana-Nicoleta Lascu Chapter 5. Chapter Objectives. Identify the elements of culture and examine how they affect marketing practices around the world
Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.
Process by which individuals learn the beliefs and behaviors endorsed by one’s own culture
Learning a new culture
Maintenance of the new culture, and resistance to new cultures and to one’s old culture
Marketers need to identify the symbolic elements that are important to a market segment and use them effectively in creating the marketing mix.
In an advertisement, if the above are perceived as faces, censors might erase them; if they are perceived as a vase, they would not be altered.