The Influences of the Cultural Differences on the Internatioal Marketing4.docx
- 文档编号:11120422
- 上传时间:2023-02-25
- 格式:DOCX
- 页数:16
- 大小:25.33KB
The Influences of the Cultural Differences on the Internatioal Marketing4.docx
《The Influences of the Cultural Differences on the Internatioal Marketing4.docx》由会员分享,可在线阅读,更多相关《The Influences of the Cultural Differences on the Internatioal Marketing4.docx(16页珍藏版)》请在冰豆网上搜索。
TheInfluencesoftheCulturalDifferencesontheInternatioalMarketing4
TheInfluencesoftheCulturalDifferencesonInternationalMarketing
by
XuYasheng
UndertheSupervisionofLiYang
SubmittedinPartialFulfillmentoftheRequirements
fortheDegreeofBachelorofArts
SchoolofForeignLanguage
AnqingTeachersCollege
April2015
TheInfluencesoftheCulturalDifferencesonInternationalMarketing
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
TheInfluencesoftheCulturalDifferencesonInternationalMarketing
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
TheInfluencesoftheCulturalDifferencesonInternationalMarketing
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
- 配套讲稿:
如PPT文件的首页显示word图标,表示该PPT已包含配套word讲稿。双击word图标可打开word文档。
- 特殊限制:
部分文档作品中含有的国旗、国徽等图片,仅作为作品整体效果示例展示,禁止商用。设计者仅对作品中独创性部分享有著作权。
- 关 键 词:
- The Influences of Cultural Differences on Internatioal Marketing4
链接地址:https://www.bdocx.com/doc/11120422.html