Culture

Culture is extremely important in everything we do, especially within the marketing industry as it is something they have to take into account when advertising anything. Marketing teacher (2008) states...

"Culture could relate to a country (national culture), a distinct section of the community (sub-culture), or an organization (corporate culture). It is widely accepted that you are not born with a culture, and that it is learned. So, culture includes all that we have learned in relation to values and norms, customs and traditions, beliefs and religions, rituals and artefacts"

This definition takes everything that needs to be taken into account when creating a campaign. Solomon et al (2006) furthers this by saying that "the effects of culture on consumers behaviour are so powerful and far-reaching that this importance is sometimes difficult to grasp or appreciate".

Personally; I think that groups have a huge impact on ones culture. Yes individuals have their own thoughts and opinions but when in a group opinions tend to change due to the fact they are conforming. Thus, changing the groups perceptions of what might be right or wrong.

International marketing culture takes into account all international cultures.



All these components have an influce a person' s culture. It mainly helps marketers understand and asses thier targeted cultural market in order to market products to them.

Language - this component relates to the balance between the verbal and non verbal communication.

Religion - Marketeers need to ensure that any products or services they are trying to sell is not offensive to any religion. This includes marketing promotion and branding.

Values & Attitudes - Obviously, values and attitides change depending on nations. For exampe if the company are intending to globalise themselves, they will need to make sure that they have a good understanging of the new local community to ensure the products fits in with their local attitudes.

Education - The amount of education the population recieve varies from nations. For example, in countries with low literacy levels, advertisers would avoid communications which depended upon written copy, and would favour radio advertising with an audio message or visual media such as billboards.

Technology and Material Culture - Technology does not just refer to electronic products but also to things such as infrastructure and using energer efficiently through wind turbines etc.. This would have to be considered to ensure that goods and services are able to be transported easily.

Aesthetics - This relates to your senses. All markers and advertisers use this technique to connect with thier consumers. This include: smell, taste, touch, sight, and sight.


The adverts below shows different sorts of culture used to advertise a product.

These adverts show you have advertisers use culture to advertise their products. Firstly; the Cadburys advert shows you how the culture is in ghana.




In comparrison this Rolex advert shows a completely different kind of culture. Our english hertidge.