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Essay / Research Paper Abstract
This 4 page paper evaluate culture and its’ influence in international marketing. The paper starts by defining culture in marketing terms and uses several product case studies from to evaluate the role and significance placed on culture in practice and realisation of international marketing strategy. The bibliography cites 5 sources.
Page Count:
4 pages (~225 words per page)
File: TS14_TEpepsicul.rtf
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Unformatted sample text from the term paper:
focused on the marketing strategies brands should adopt in different countries and whether these should be standardised or customised. Advantages and disadvantages of each may be considered, but little attention
is given to culture, apart from the potential loss of some level of the effective marketing. However, culture needs to be assessed with greater consideration than this. Understanding a target
may help a company develop the marketing mix and branding in a manner that will maximise the potential of the market, whereas failing to understand the culture of a target
market may prove very costly and will loose potential opportunities for market growth. To understand this we must first define what we
mean as culture. 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 the world 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. A humorous example of this may be
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