-
The Sociocultural Environment (Cultural Differences in International Marketing)
| Nr. | Название главы | Стр. |
| Introduction | 3 | |
| 1. | Theory and analysis | 4 |
| 1.1. | Layers of culture | 4 |
| 1.2. | High-context and low-context culture | 7 |
| 1.3. | Hofstede’s work on national cultures | 15 |
| 1.3.1. | Power distance | 15 |
| 1.3.2. | Uncertainty avoidance | 16 |
| 1.3.3. | Individualism | 17 |
| 1.3.4. | Masculinity | 18 |
| 1.3.5. | Power Distance Index / Individualism / Masculinity / Uncertainty avoidance index in different countries | 19 |
| 1.3.6. | Strengths and weaknesses of Hofstede’s model | 21 |
| 1.4. | Ethics | 23 |
| 1.5. | Managing cultural differences | 26 |
| 1.6. | Social marketing | 29 |
| 1.7. | Elements of Culture | 31 |
| 1.7.1. | Language | 31 |
| 1.7.2. | Non-Verbal Language | 32 |
| 1.7.3. | Manners and customs | 33 |
| 1.7.4. | Technology and material culture | 33 |
| 1.7.5. | Values and attitudes | 34 |
| 1.7.6. | Aesthetics | 34 |
| Conclusion | 36 | |
| References | 37 |
Conclusion
In conclusion: After looking at the different aspects sociocultural environment and analyzing various models, analyzing different theories, we conclude that the various results in total shows the importance of the sociocultural environment in international marketing.
Cultural differences and language barriers play a crucial role in international business, is something to take serious, when entering new markets abroad, and exclusive knowledge about marketing and economy alone, is not sufficient to achieve success. The world is getting more and more globalized each year, and competition is growing. Greater knowledge of this subject within marketing is demanded, for companies that want to stay competitive and provides opportunities for new and innovative firms, to get access to new not yet fully utilized international markets. The world is getting smaller, but people have not seized to think different, act different, and hold different values. As long as there is diversification, the cultural environmental aspect of International marketing will be crucial.
…
In this paper we are going to look at different aspects of culture and how they are important to business. The purpose of the paper is to find out how important intercultural communication is to international marketing. Why knowing different cultures is important, how it is important, how cultures can be different from each other and how to deal with these cultural differences.
