Intercultural Marketing

Abstract

We have chosen to write an essay that deals with the cultural aspect of intercultural marketing. Culture and marketing is a very exciting area that is still quite unexplored. The different cultural dimensions affect a company's marketing. Culture itself is an integrated pattern of behavior and people's different ways of living. The behavior of companies and consumers in a country is shaped, among other things, by its technology and material culture. The products that a company can sell and the existing distribution and advertising channels are limited by the country's infrastructures. This includes not only the country's transportation and communication systems, but also such factors as accessibility to media and advertising agencies. Communication is the biggest and perhaps most important part of marketing. The result is that communication with new markets should take place almost exclusively in the domestic language. An adaptation of, for example, the company's products, packaging, brands and advertising can sometimes be necessary to succeed in a new market. In addition, international marketers should enlist the help of the advertising and advertising agencies that exist in the new market, as well as local marketers, distributors and lawyers.