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Marketing And Politics

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Global and Domestic Marketing


Globalization is an inevitable process, and so are the inevitable issues with different cultures. On the one hand, the world is becoming more homogeneous, and distinctions between national markets are not only fading but, for some products, will disappear altogether. This means that cultural difference is a global issue, not just the United States. On the other hand, the differences among nations, regions, and ethnic groups in terms of cultural factors are far from resolved.

It is suggested that the claims for "a right to culture" by national states in recent years can be important criteria for trade policy making, intellectual property rights protection, and the resource for national interests. From a marketing point of view it is very important for marketers to realize the sensitivity of cultural differences. To be aware of and sensitive to the cultural differences is a major premise for the success of the marketplace.

To determine the cultural understanding of market means that the professional should positively identify cultural factors that can be used to ease any marketing program. These factors may or may not exist in the targeted markets. One must also keep in mind that marketing can also influence culture. Such is the case in Mexico, where the United States has had such a cultural influence. Currently all the Jones in Mexico want to bye American product and mimic what Americans do. Promotion, for instance, is strongly influenced by the language.

Product acceptance is affected by culturally based attitudes towards change. And distribution is influenced by social institutions, such as Versace. Thirdly, marketing also influences culture, especially by contributing to cultural borrowing and change. In the long run, as more markets become global and standardization of marketing mix increases,



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