Four Elements of Culture.docx - Running head WEEK 3 ASSIGNMENT 1 Four Elements of Culture That Are Most Important to Business When Marketing Products

Four Elements of Culture.docx - Running head WEEK 3...

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Running head: WEEK 3 ASSIGNMENT 1 Four Elements of Culture That Are Most Important to Business When Marketing Products and Services Internationally Kathleen Schmitt American Public University BUSN601 Globalization August 24, 2019
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WEEK 3 ASSIGNMENT When a company is planning on marketing their products and services in an international market it is important for them to take into consideration the cultural environment. When looking at the cultural environment of an international market there are four main areas of consideration. The four areas are communication style (language), religion, manners and customs, and aesthetics. Several of these four main areas overlap and interact together. A country’s cultural environment can affect how a company markets to the consumers of that international market and can determine the success of that company in the international market. Communication Style A company that is considering doing business in an international market needs to consider the communication style of that market. The communication style is one of the most important cultural differences to consider and factor in how products and services are going to be marketed. The communication style includes written communication, body language, and verbal communication. Communication styles can affect how products and services are perceived in the international market, as well as affect personal interactions with other businesses and employees. There are many examples where companies have entered into global markets without fully understanding or considering the communication style of the international market. One example of this is where “General Motors trying to sell their Nova model in Latin America and finding out the “nova” literally means “it doesn’t go” in Spanish” (Zhen, 1999, p. 80). The second example of this would be where Coca Cola first tried to market its soft drinks in China, the translation of “Coca Cola was “bite the wax tadpole” (Zehn, 1999, p. 80).
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