The Influences of the Cultural Differences on the Internatioal Marketing4Word文档格式.docx
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SubmittedinPartialFulfillmentoftheRequirements
fortheDegreeofBachelorofArts
SchoolofForeignLanguage
AnqingTeachersCollege
April2015
Abstract:
Nowadays,theinternationalmarketingisbecomingmoreandmoreimportant.Itisveryimportantforacountry’seconomyiftheycandowellininternationalmarketing.However,differentcountrieshavedifferentculturebackgroundsandthatmakesmanyculturaldifferencesamongthem.Ontheonehand,culturaldifferencescanhavepositiveimpactoninternationalmarketing.Ontheotherhand,theycanalsohavenegativeimpact.Thispaperistryingtofindoutwhatkindsofimpactsdotheseculturaldifferenceshave.
Inthefirstpart,thereisabriefintroductionforthispaper.Throughtheintroduction,youcaneasilyunderstandourpurposetothispaper.Inthesecondpart,thereisaintroductionaboutinternationalmarketing.Inthispart,youcanunderstandwhatisinternationalmarketingandtheworldtendencyforinternationalmarketing.Inthethirdpart,thispaperisgoingtoexplainwhatisculturaldifference.Afterreadingthispart,youcanfullyunderstandthecausesofculturaldifferencesthoughthecausesarevarious.What’smore,inthefourthpart,thispaperisgoingtoanalyzetheinfluencesofculturaldifferencesoninternationalmarketingindetail.Ithasbothpositiveandnegativeimpacts.Atlast,thereisaconclusionforthispaper,ourcompaniesshouldtakeadvantageofthosepositiveimpactsandmakebigprogressinthefuture.
Keywords:
culturaldifferences;
internationalmarketing;
influence
Thesisstatement:
Culturaldifferenceshavebothpositiveandactiveimpactson
internationalmarketing,soitisimportanttofindouttheseimpactsand
makebigprogressininternationalmarketing.
Outline
Ⅰ.Introduction
Ⅱ.InternationalMarketing
A.Thedefinitionandimportanceofinternationalmarketing
B.Domesticmarketingandglobalmarketing
Ⅲ.CulturalDifferences
A.Thedefinitionofculture
B.CausesofCulturalDifferences
Ⅳ.Thepositiveimpactofculturaldifferencesoninternationalmarketing
A.Culturaldifferencescreatemoremarketopportunities
B.Culturaldifferencesbenefitmarketsegmentation
C.Culturaldifferencesishelpfultoformculturalmonopolyadvantage
D.Culturaldifferencesishelpfulforcompaniestohaveadeeperawareness
andunderstandingofinternationalmarketingenvironment
Ⅴ.Thenegativeimpactofculturaldifferencesoninternationalmarketing
A.Theintangibilityofculturaldifferencesconstitutesimperceptiblemarketing
obstaclesininternationalmarketing
B.Long-termculturaldifferencesconstituteinsurmountableculturalbarriers
C.Culturaldifferencesincreasethedifficultyofresearchininternationalmarketing
D.Culturaldifferencescangeneratecommunicationbarriersininternationalmarketing
Ⅵ.Conclusion
Ⅰ.Introduction
Nowadays,theinternationalmarketinghasbecomeincreasinglyimportantbecauseoftheemergenceofthetransnationalcorporation.Culturaldifferencesbringthesecorporationsalotofchances,however,theyalsogivethemmanychallenges.Culturaldifferenceshavebothpositiveandnegativeimpactoninternationalmarketing.Therefore,whenconductingwithinternationalmarketing,thesemultinationalcompaniesshouldtakeadvantageofthepositiveimpactandtheyshouldalsotakeappropriatemeasurestoavoidnegativeeffects.
Theincreasingintensityofcompetitioninglobalmarketsisachallengefacingcompaniesatallstagesofinvolvementininternationalmarkets.Asmarketsopenup,andbecomemoreintegrated,thepaceofchangeaccelerates,technologyshrinksdistancesbetweenmarketsandreducesthescaleadvantagesoflargefirms,newsourcesofcompetitionemerge,andcompetitivepressuresmountatalllevelsoftheorganization.Also,thethreatofcompetitionfromcompaniesincountriessuchasIndia,China,Malaysia,andBrazilisontherise,astheirowndomesticmarketsareopeninguptoforeigncompetition,stimulatinggreaterawarenessofinternationalmarketopportunitiesandoftheneedtobeinternationallycompetitive.Companieswhichpreviouslyfocusedonprotecteddomesticmarketsareenteringintomarketsinothercountries,creatingnewsourcesofcompetition,oftentargetedtoprice-sensitivemarketsegments.Notonlyiscompetitionintensifyingforallfirmsregardlessoftheirdegreeofglobalmarketinvolvement,butthebasisforcompetitionischanging.Competitioncontinuestobemarket-basedandultimatelyreliesondeliveringsuperiorvaluetoconsumers.However,successinglobalmarketsdependsonknowledgeaccumulationanddeployment.Today,moreandmoremarketingcompaniesspecializeintranslatingproductsfromonecountrytoanother.Soifyouwanttowinininternationalmarketing,youneedtopaymoreattentiontoculturaldifferences.Onlybydoingthis,canthesemultinationalcompaniesdoagoodjobininternationalmarketing.
Ⅱ.InternationalMarketing
Thedefinitionofinternationalmarketingcanbevarious,however,itisdifferentfromdomesticmarketing.
A.Thedefinitionandimportanceofinternationalmarketing
Theperformanceofbusinessactivitiesdesignedtoplan,price,promoteanddirectthecompany’sflowofgoodsandservicestoconsumersorusersinmorethanonenationforaprofit.Internationalmarketingistheexport,franchising,jointventureorfulldirectentryofamarketingorganizationintoanothercountry(WengFeixiang,2006:
18).Thiscanbeachievedbyexportingacompany’sproductintoanotherlocation,entrythroughajointventurewithanotherfirminthetargetcountry,orforeigndirectinvestmentintotargetcountry.Itcanbeasstraightforwardasusingexistingmarketingstrategies,mixandtoolsforexportontheoneside,toahighlycomplexrelationshipstrategyincludinglocalization,localproductofferings,pricing,productionanddistributionwithcustomizedpromotions,offers,website,socialmediaandleadership.Internationalizationandinternationalmarketingmeettheneedsofselectedforeigncountrieswhereacompany’svaluecanbeexportedandthereisinter-firmandfirmlearning,optimizationandefficiencyineconomiesofscaleandscope.Thefirmdoesnotneedtoexportorenterallworldmarketstobeconsideredaninternationalmarketer.
Manycompanieswanttoincreasetotheirconsumeroutreachandnotbelimitedbygeography.Astechnologyimproves,internationalcommunicationbecomeseasiertoconduct.Formanycorporations,strongcommunicationskillsareimportantincreatingandmaintaininganytypeoflongtermbusinessrelationship.Manybusinessesunderstandthatpeopleindifferentcountrieshavevaryingneeds.Howcancompaniesbridgeculturalgapstoreachpeoplefromallovertheworld?
Theanswerissimple:
internationalmarketing.Internationalmarketersknowthatinorderforbusinessestoexpand,thecompaniesmustunderstanddifferencesincultures,customs,values,beliefs,languages,andneeds.Forexample,oneproductmaysellreallywellinonenationbutfailtosellinanother.Companiesthatbetterunderstandthedifferentmarketsandtargetaudiencesendupsavingmore.Asaresult,conductingmarketresearchisimportantandcanbeverycost-effectiveforinternationalcorporations.Mostinternationalmarketersgainknowledgeofthespecificmarketingenvironmentandmakemarketingdecisionsbasedonthesizeofthemarket,competitors,potentialbarriers,etc.
B.Domesticmarketingandglobalmarketing
Therearetwokindsofmarketing.
1.Domesticmarketing
AmarketingrestrictedtothepoliticalboundariesofacountryiscalledDomesticMarketing.(RanZongrong,2006).Acompanymarketingonlywithinitsnationalboundariesonlyhastoconsiderdomesticcompetition.Evenifthatcompetitionincludescompaniesfromforeignmarkets,itstillonlyhastofocusonthecompetitionthatexistsinitshomemarket.Productsandservicesaredevelopedforcustomersinthehomemarketwithoutthoughtofhowtheproductorservicecouldbeusedinothermarkets.Allmarketingdecisionsaremadeatheadquarters.
Thebiggestobstaclethesemarketersfaceisbeingblindedbyemergingglobalmarketers.Becausedomesticmarketersdonotgenerallyfocusonthechangesintheglobalmarketplace,theymaynotbeawareofapotentialcompetitorwhoisamarketleaderonthreecontinentsuntiltheysimultaneouslyopen20storesinthenortheasternU.S.Thesemarketerscanbeconsideredethnocentricastheyaremostconcernedwithhowtheyareperceivedintheirhomecountry.
Thedomesticmarketisalargemarketthateverynationneeds.Thesemarketsareallrestrictedtobeundercontrolofcertainboundariesinthatcompanyorcountry.Thistypeofmarketingisthetypeofmarketingthattakesplaceintheheadquarters.Indomesticmarketsithelpstoreducethecostofcompetition.Byreducingcompetitionthecompanyhasabettershotofbeingmoresuccessfulinthelongrun.Alsoifthecompany’scompetitionisnotabigfactorthatwillaffecttheirbusiness,theyhaveagoodshotatmakingpriceshigherandpeoplewillstillpurchasethatproduct.
Afirmoperatinginadomesticmarketalsogetstheopportunitytooperateindifferentareasandthisgivesthecompanyabiggermarkettoadvertise.Evenindomesticmarkets,businessesarestil