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Looking at the Cultural Environment - notes.docx

Looking at the Cultural Environment - notes.docx - Looking...

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Looking at the Cultural Environment for International Marketing Opportunities Susan Douglas, Bernard Dubois The importance of cultural influences in product positioning, packaging, communication and distribution decisions is nothing new to marketers.' Attention has already been given to the role of culture on consumer behavior. What needs to be understood by international marketers is how to choose which country they are going to enter (with more data than obvious macro level factors), and how they can take advantage of culture to sell their products This idea was developed in the article “looking at the cultural environment for international marketing opportunities” by S. Douglas and B. Dubois They tried highlight some of the ways in which cultural factors can influence consumer response patterns, and to illustrate, thereby, the need to consider cultural factors in planning international marketing strategies. The cultural setting of marketing behavior Central to any culture is a common set of values, shared by its members, which determine what is considered socially acceptable behavior. For instance, In U.S. middle-class culture, cleanliness is considered "next to godliness." Time and effort is devoted to activities such as
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