Culture and Marketing Report

Table of Content

Table of Content 2

1.Introduction: 3

1.1 The tools to identify the cultural differences: 4

2. Consumer Behaviour 8

3. How does culture influence advertising? 17

3.1 Language 18
3.2 Religion 18
3.3 Cultural Influence analysed through Hofstede's dimensions 19
3.4 Culture Influence through Trompenaars dimensions 21

4. Global Branding 22

4.1 Global branding 25
4.2 Product Mix 26
4.3 Attachment of global brand to their countries of origin 27
4.4 Local brand preferences 28

5. Implementing Global Strategies: 28

5.1 Becoming a global organization 29
5.2 Importance of Global Environment 29
5.3 Global brand strategies: 30
5.4 Forms of Global communication/advertising strategies: 31

6. Good and Bad examples of Cross cultural marketing 32

6.1 Hofstede’s Dimensions 33

7. Summary 36

1.Introduction:

With the internationalization, increasingly companies tend to aspire becoming global brands and expanding their markets. So they search for methods for identifying the differences between their home market and the host markets, in order for companies to be able to develop strategies on how to expand to global companies.

Indeed, international advertising professionals want to understand the impact of cultural differences to be efficient in their advertising. For a better understanding of the consequences of culture on advertising, professionals and searchers have evolved tools over the past 25 years.

These tools permit a classification of the differences in order to understand them. Indeed, classification of cultures is necessary to understand differences in cross-cultural consumer behaviour and to differentiate advertising strategies across countries. Classifying cultures on dimensions has proved to be the most constructive method. It helps in vocalizing and labelling cultural differences and similarities.

For instance, the difference between high and low-context