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Essay / Research Paper Abstract
This 12 page paper considers the statement that many researchers believe that culture is the real barrier to successful marketing
Planning, this paper then discusses this with reference to both theory and example cases. The bibliography cites 20 sources.
Page Count:
12 pages (~225 words per page)
File: TS14_TEintmkt.rtf
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Unformatted sample text from the term paper:
planning can take place. Brands such as McDonald, Nike and Reebok have all overcome successfully planned and executed. However, this may be seen as an indication that barrier may be
present but can be overcome, otherwise global brands would not exist. If culture is a barrier to marketing planning the first stage
is to define what is meant by culture. Cultural difference may exists at many levels, local, national or international. It can be seen as the way in which as society
or community works and in trying to define it can be seen as an intangible which can be difficult to isolate. When travelling, cultural differences can be seen between the
diverse countries characteristics from the way that people talk to each other and the way that they relate to the world around them. This can also embody genderisations, commercial
values such as capitalist or political ideas such as communism as well as the religious background of the country. The culture will embody the aspects such as morals, ethics and
the social structures and organisations which can often be seen as a reflection of the values and working methods the governing bodies. Therefore culture is wide and varied, but considering
the amount of different aspects it covers we can see that it will also be easy to cause offence or communicate the wrong message if the culture is not understood.
There are many ways that the globe can be seen as container of many cultures when it comes to marketing. For example, by the income and development status of the
country (Jevons, 2000), by the cultural values or by any one of a number of other measures which can include the different way that language is used. For example, the
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