Essay about Cross Cultural Marketing by Mncs in India

3210 Words Mar 21st, 2008 13 Pages
Strategies adopted by MNC’s for Cross Cultural marketing in terms of India

Introduction
Marketing is commonly associated with endeavors such as branding, selling, and advertising, but it also encompasses activities and processes related to production, product development, distribution, and many other functions. Furthermore, on a less tangible level, marketing facilitates the distribution of goods and services within a society, particularly in free markets. Evidence of the pivotal role that marketing plays in free markets is the vast amount of resources it consumes: about 50 percent of all consumer Rs, in fact, pay for marketing-related activities.
Basic tenet of human behavior reveals an important aspect of marketing
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On the lower end of this ranking, the culture may be more open to unstructured ideas and situations. The population may have fewer rules and regulations with which to attempt control of every unknown and unexpected event or situation, as is the case in high Uncertainty Avoidance countries.

India's Long Term Orientation (LTO) Dimension rank is 61, with the world average at 48. A higher LTO score can be indicative of a culture that is perseverant and parsimonious.

Consumerism as a Cultural Phenomenon

CONSUMERISM AS AN ETHNOCULTURAL PHENOMENON

Culture includes various aspects of social life-from religion to everyday
Practices, from mundane to profound, from institutions to ideologies, from ideas to
Activities, and from social formations to meaning systems. In fact, many aspects of cultural life have developed historically, either through internal evolution or by external imposition. Dealing with such varied topics requires a rich framework that can be obtained only by a deeper examination of the cultures in question and their practices, value systems, and behavioral norms as they relate to consumption.

No culture stands still. There is no such thing as a pure culture except in the minds of people. By both definition and historical circumstance, cultural phenomena are subject to change. Cultures evolve constantly, because of either their own internal

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