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Essay / Research Paper Abstract
A 4 page paper that begins with a brief discussion of culture and the importance of understanding culture. The writer briefly discusses the 4Ps in the marketing mix. The rest of the paper reports Starbucks success in South Korea, why it is successful and how it fit into the culture. Bibliography lists 5 sources.
Page Count:
4 pages (~225 words per page)
File: MM12_PGstskr.RTF
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Unformatted sample text from the term paper:
share. It is like mental programming that begins at birth and continues through life. There any number of elements in a culture, such as language, attitudes, values, aesthetics, religion, social
organization, political thinking, education and so on. Cultures differ between nations. In fact, the culture of one region in a nation may differ from the culture of another region
in that same nation. Consider, for example, the culture of New Yorkers and the culture of Southern States. Even the language and humor are different. The American culture is one
that is founded on individualism and achievement but the importance of those values may differ from one area to another. This is one of the reasons national and global brands
sometimes have different marketing campaigns in one region than in another. Generally speaking, Americans emphasize individual accomplishment and achievement while many Eastern countries emphasize group achievement and accomplishment. Multinational
corporations can easily make huge mistakes if they are not aware of the culture of the host nation. In South Korea, when men meet, they bow slightly and sometimes shake
hands, as well. Women also shake hands. When Western women are conducting business in South Korea, they will need to offer this hand first. First names are not used until
the South Korean offers this privilege. Another important practice is to share ones business card with everyone, the most appreciated business card is one that had Korean language on one
side of the card. Koreans also expect people to really read and comment on a business card that is offered. As in many Asian countries, Koreans expect to spend time
getting to know the other person before they get to the business reason for the meeting (Kwintessential Ltd. 2008). The culture influences a companys marketing mix, which is generally
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