These are accepted norms of behaviour. Some behaviour may be rude or abusive in one cultureand quite acceptable in other cultures, e.g., sitting with legs crossed or sitting in a manner that shows the sole of a shoe. In Japan it is considered impolite to say no directly to a business offer.They put it differently, by saying it is very difficult, which means no. The exchange of businesscards in Japan is essential, and indicates the level of your status in your business.
Similarly, there are many different habits and ways of doing things socially that effectthe making of advertisement. Eating with the fork in the right hand and the left hand kept under the table is quite common in America. Whereas, in European culture, the fork should bein the left hand and the right hand holding the knife or spoon.
These non-verbal communications in different countries of different languages have adirect bearing on the marketing activity and must be taken care of. As people recognise verballanguages, they act accordingly. In a similar manner, non-verbal communication must also berecognised and understood so that there is less misinterpretation. The advertisement of thecommunication we want to give should be appropriate and match with the culture of the country.
Cross-cultural marketing strategies specially advertising can be standardised to savecost. One campaign can be used in several countries e.g., an Asian model for Asian countries ina low cut short dress. The appeals to youth, beauty and sophistication etc. This standardization has to be appealed against cost and its impact. This is however a controversial issue.
There are seven considerations for approaching a Foregin Market:
Communicationcan be made effective through promotion mix. Consideration of the culture isimportant and the marketing mix has to be juggled to cater to different culturalneeds while developing and marketing programmes ethical issue should be kept inmind. These issues relate to credibility of the benefits provided by the product. Propercost charged from the customer and giving due importance to legal constraint meetingthe expectation of the customer and fixing due importance to legal constraintsimposed by the government.
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Consumer Behaviour Tutorial
Psychographic Or Lifestyle Segmentation
Concept Of Culture & Subculture
Cultural Variations In Non-verbal Communications
Family Buying Influences, Family Life Cycle And Buying Roles
Diffusion Of Innovation
Personality And Self Concept
Motivation And Involvement
Information Processing Learning And Memory
Attitude Development And Alternate Evaluation In Buying
Search And Evaluation
Purchasing Process And Outlet Selection
Purchase Behaviour (situational Factors)
Models Of Consumer Behaviour
Consumerism (public Policy And Consumer Protection)
Organisational Buying Behaviour
Changing Consumer Behaviour
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