BUSI 4205 Chapter 4: Chapter 4 – Cultural Dynamics of International Markets.docx

• School: Carleton University
• Department: Business
• Course: BUSI 4205
• Professor: Alia El Banna

Document Summary

Chapter 4 cultural dynamics of international markets. Culture deals with a group"s design for living which means that its importance to the study of marketing, especially international marketing, is as great as it is obvious. Culture is pervasive in all marketing activities in pricing, promotion, channels of distribution, product, packaging, styling, and more and the marketer"s efforts actually become a part of the fabric of culture. Marketing activities are judged in a cultural context for acceptance, resistance, or rejection how such activities interact with a culture determines the degree of success or failure of the marketing effort. The manner in which people consumer, the priority of needs and the wants they attempt to satisfy, and he manner in which they satisfy them are functions of their culture that tempers, molds, and dictates their style of living. Markets and market behaviour are also part of a country"s culture.