The Influences of the Cultural Differences on the Internatioal Marketing4Word文档格式.docx

1、Submitted in Partial Fulfillment of the Requirementsfor the Degree of Bachelor of ArtsSchool of Foreign LanguageAnqing Teachers CollegeApril 2015 Abstract: Nowadays, the international marketing is becoming more and more important. It is very important for a countrys economy if they can do well in in

2、ternational marketing. However, different countries have different culture backgrounds and that makes many cultural differences among them. On the one hand, cultural differences can have positive impact on international marketing. On the other hand, they can also have negative impact. This paper is

3、trying to find out what kinds of impacts do these cultural differences have. In the first part, there is a brief introduction for this paper. Through the introduction, you can easily understand our purpose to this paper. In the second part, there is a introduction about international marketing. In t

4、his part, you can understand what is international marketing and the world tendency for international marketing. In the third part, this paper is going to explain what is cultural difference. After reading this part, you can fully understand the causes of cultural differences though the causes are v

5、arious. Whats more, in the fourth part, this paper is going to analyze the influences of cultural differences on international marketing in detail. It has both positive and negative impacts. At last, there is a conclusion for this paper, our companies should take advantage of those positive impacts

6、and make big progress in the future. Key words: cultural differences; international marketing; influenceThesis statement : Cultural differences have both positive and active impacts on international marketing, so it is important to find out these impacts and make big progress in international market

7、ing.Outline. Introduction. International Marketing A. The definition and importance of international marketing B. Domestic marketing and global marketing. Cultural Differences A. The definition of culture B. Causes of Cultural Differences. The positive impact of cultural differences on international

8、 marketing A. Cultural differences create more market opportunities B. Cultural differences benefit market segmentation C. Cultural differences is helpful to form cultural monopoly advantage D. Cultural differences is helpful for companies to have a deeper awareness and understanding of internationa

9、l marketing environment . The negative impact of cultural differences on international marketing A. The intangibility of cultural differences constitutes imperceptible marketing obstacles in international marketing B. Long-term cultural differences constitute insurmountable cultural barriers C. Cult

10、ural differences increase the difficulty of research in international marketing D. Cultural differences can generate communication barriers in international marketing . Conclusion.Introduction Nowadays, the international marketing has become increasingly important because of the emergence of the tra

11、nsnational corporation. Cultural differences bring these corporations a lot of chances, however, they also give them many challenges. Cultural differences have both positive and negative impact on international marketing. Therefore, when conducting with international marketing, these multinational c

12、ompanies should take advantage of the positive impact and they should also take appropriate measures to avoid negative effects. The increasing intensity of competition in global markets is a challenge facing companies at all stages of involvement in international markets. As markets open up, and bec

13、ome more integrated, the pace of change accelerates, technology shrinks distances between markets and reduces the scale advantages of large firms, new sources of competition emerge, and competitive pressures mount at all levels of the organization. Also, the threat of competition from companies in c

14、ountries such as India, China, Malaysia, and Brazil is on the rise, as their own domestic markets are opening up to foreign competition, stimulating greater awareness of international market opportunities and of the need to be internationally competitive. Companies which previously focused on protec

15、ted domestic markets are entering into markets in other countries, creating new sources of competition, often targeted to price-sensitive market segments. Not only is competition intensifying for all firms regardless of their degree of global market involvement, but the basis for competition is chan

16、ging. Competition continues to be market-based and ultimately relies on delivering superior value to consumers. However, success in global markets depends on knowledge accumulation and deployment. Today, more and more marketing companies specialize in translating products from one country to another

17、. So if you want to win in international marketing, you need to pay more attention to cultural differences. Only by doing this, can these multinational companies do a good job in international marketing.International Marketing The definition of international marketing can be various, however, it is

18、different from domestic marketing.A. The definition and importance of international marketingThe performance of business activities designed to plan, price, promote and direct the companys flow of goods and services to consumers or users in more than one nation for a profit.International marketing i

19、s the export, franchising, joint venture or full direct entry of a marketing organization into another country （Weng Feixiang, 2006: 18）. This can be achieved by exporting a companys product into another location, entry through a joint venture with another firm in the target country, or foreign dire

20、ct investment into target country. It can be as straightforward as using existing marketing strategies, mix and tools for export on the one side, to a highly complex relationship strategy including localization, local product offerings, pricing, production and distribution with customized promotions

21、, offers, website, social media and leadership. Internationalization and international marketing meet the needs of selected foreign countries where a companys value can be exported and there is inter-firm and firm learning, optimization and efficiency in economies of scale and scope. The firm does n

22、ot need to export or enter all world markets to be considered an international marketer.Many companies want to increase to their consumer outreach and not be limited by geography. As technology improves, international communication becomes easier to conduct. For many corporations, strong communicati

23、on skills are important in creating and maintaining any type of long term business relationship. Many businesses understand that people in different countries have varying needs. How can companies bridge cultural gaps to reach people from all over the world? The answer is simple: international marke

24、ting. International marketers know that in order for businesses to expand, the companies must understand differences in cultures, customs, values, beliefs, languages, and needs. For example, one product may sell really well in one nation but fail to sell in another. Companies that better understand

25、the different markets and target audiences end up saving more. As a result, conducting market research is important and can be very cost-effective for international corporations. Most international marketers gain knowledge of the specific marketing environment and make marketing decisions based on t

26、he size of the market, competitors, potential barriers, etc. B. Domestic marketing and global marketing There are two kinds of marketing. 1. Domestic marketing A marketing restricted to the political boundaries of a country is called Domestic Marketing. （ Ran Zongrong, 2006）. A company marketing onl

27、y within its national boundaries only has to consider domestic competition. Even if that competition includes companies from foreign markets, it still only has to focus on the competition that exists in its home market. Products and services are developed for customers in the home market without tho

28、ught of how the product or service could be used in other markets. All marketing decisions are made at headquarters. The biggest obstacle these marketers face is being blinded by emerging global marketers. Because domestic marketers do not generally focus on the changes in the global marketplace, th

29、ey may not be aware of a potential competitor who is a market leader on three continents until they simultaneously open 20 stores in the northeastern U.S. These marketers can be considered ethnocentric as they are most concerned with how they are perceived in their home country. The domestic market

30、is a large market that every nation needs. These markets are all restricted to be under control of certain boundaries in that company or country. This type of marketing is the type of marketing that takes place in the headquarters. In domestic markets it helps to reduce the cost of competition. By r

31、educing competition the company has a better shot of being more successful in the long run. Also if the companys competition is not a big factor that will affect their business, they have a good shot at making prices higher and people will still purchase that product. A firm operating in a domestic market also gets the opportunity to operate in different areas and this gives the company a bigger market to advertise. Even in domestic markets, businesses are stil