Culture in the international marketing has an important position. International marketing success and failure, the main reason is cultural (Ricks, 1993 cited in Hollenson, 2017). A large number of cases show that in many environmental factors, the culture is gradually becoming a core factor affecting international marketing. The main purpose of this essay is to illustrate the importance of culture in international business through some basic theories and related cases. The essay will be divided into two parts. The first part will through the basic elements of culture to analyze the importance of culture on the international market. The second part will use some examples to explain the positive and negative effects of culture on international marketing.
Cultural elements have different definitions, including 73 "Cultural …show more content…
First, the level of education affects the size and level of the market. In one country with a high level of education, the demand for and consumption of commodities is higher from that of a less-educated country. Second, education levels affect marketing research. If one country has a high illiteracy rate, it is difficult for the enterprises to effectively exchange information with respondents and to obtain valid data during the marketing research. Third, the level of education affects product strategy. In general, in the social life of education in more developed countries, the nationals have higher requirements on the inherent quality, appearance and services of products, while the markets with lower education tend to require products that are simple in technology and easy to use. last but not least, education levels influence sales promotion strategies. In countries which have higher levels of education, locals are more sensitive and receptive to new products. In the opposite, the people who from low education areas maybe reject new
Cultural elements have different definitions, including 73 "Cultural …show more content…
First, the level of education affects the size and level of the market. In one country with a high level of education, the demand for and consumption of commodities is higher from that of a less-educated country. Second, education levels affect marketing research. If one country has a high illiteracy rate, it is difficult for the enterprises to effectively exchange information with respondents and to obtain valid data during the marketing research. Third, the level of education affects product strategy. In general, in the social life of education in more developed countries, the nationals have higher requirements on the inherent quality, appearance and services of products, while the markets with lower education tend to require products that are simple in technology and easy to use. last but not least, education levels influence sales promotion strategies. In countries which have higher levels of education, locals are more sensitive and receptive to new products. In the opposite, the people who from low education areas maybe reject new