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TOPIC : Cross cultural international marketing.

Background

What is Marketing?

"Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. "

Official definition from the American Marketing Association, approved 2017.

Part of marketing

The marketing mix is the set of controllable, tactical marketing tools that a company uses to produce a desired response from its target market. It consists of everything that a company can do to influence demand for its product.

The marketing mix can be divided into four groups of variables commonly known as the four Ps:

1. Product: The goods and/or services offered by a company to its customers.
2. Price: The amount of money paid by customers to purchase the product.
3. Place (or distribution): The activities that make the product available to consumers.
4. Promotion: The activities that communicate the products features and benefits and persuade customers to purchase the product.

Marketing tools

Each of the four Ps has its own tools to contribute to the marketing mix:

• Product: variety, quality, design, features, brand name, packaging, services
• Price: list price, discounts, allowance, payment period, credit terms
• Place: channels, coverage, assortments, locations, inventory, transportation, logistics
• Promotion: advertising, personal selling, sales promotion, public relations

Then, What is cross-cultural marketing

Cross-cultural marketing is a strategic approach to marketing that considers the varied cultural dimensions and differences that influence consumer behavior and preferences across different regions or ethnic groups. It goes beyond simple translation of language; it involves a profound adaptation of marketing strategies to resonate with local sentiments, traditions, and values.

Simple say :If marketing is the process of getting people interested in your product or service, cross-cultural marketing is doing it to an audience of a different culture.

The goal is to speak to an audience in a way that taps into while still respecting their cultural identity.

Let look on example to know how international marketing has impact business nowaday

Back in 2018, Toyota created four different advertisements for one car.

This refers to that The advertisements you saw may not have been the same advertisements I saw. It depended on our ethnicity.

And why Toyota need do like this :

According to a study by the Journal of American Scientist, we are more likely to marry someone who is similar to us in almost every variable. Naturally, we are attracted to people of a similar race, religion, ethnic background and socioeconomic status to our own because familiarity is safe.

Instinctively, we are most likely to trust a stranger if she or he looks like ourselves, a family member or a close friend. Subconsciously we think, he looks like my cousin, and my cousin is a good person so this stranger must be like my cousin.

International brands, like Toyota, understand this. They understand that an advertisement of a girl that looks, talks, walks and acts like me is more likely to get my attention and my money.

Thats why it is worth marketing according to the audience, but more specifically, to the culture