Impact Of The Cultural Element, Language, In International M

Impact Of The Cultural Element, Language, In International Marketing

Introduction:
Any multinational firm that is consumer-oriented is said to be cultural bound. This to great extent is true because consumers of such products are members of certain cultural groupings and inclinations irrespective of their stages in life. It explains why marketers have recently turned keen ears to cultural influences on their marketing activities. Although all cultures exist for the gratification of groups of people, they reveal a tremendous spectrum of diversity in what a society expects of its members. They are designed to satisfy biological as well as esteem and companionship needs. Since there are variations in needs and marketing opportunities, it follows that an understanding of a people?s culture is important to both marketing scholars and practitioners alike. They need to understand culture since it provides approved specific goal objectives for any generalized human want.

Hawkins et al. (1983) defined culture as that complex whole which includes knowledge, beliefs, arts, law, morals, customs and any other capabilities and habits acquired by man as a member of society. To Hawkins et al., term, ?acquired by man? means that culture is socially learnt. The researcher therefore looks at culture as a total way of life of people living together. Every individual

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