How Cultural Environment Impacts the Marketing

How cultural environment equals the market flori assimilation close as described by Herks, M. cited by Rai University (n. d) culture whitethorn be viewed as the sum total of mans knowledge, feels, arts, morals, loves, usance and any other capabilities and habits acquired by man as a segment of rescript. It is the totality way of life for a man. The other rendering by Hofstede (1980) cited by Jones, D. &038 McCarthy, J. (2004) states that culture as the collective programming of the caput which distinguished the member of one human group from another.Culture foundation be antithetical from one group to another and can distinguish the way of living of the human from such groups. As different societies have different cultures as believes and values, these eventually shapes the people living and outgrowth in that society (Kotler, P. &038 Arm slopped, G. 2008). A culture of a certain society for example can shape the way of attire for that society. People development and liv ing in that society will have a belief and value on the certain type of clothing.A Masai tribe from the blue part of Tanzania for example maintains their culture of wearing, where they wear a single quietness of red or blue drafted sheet by wrapping it slightly their whole body. Marketing According to Kotler, P. &038 Armstrong, G. (2008) marketing can be define as the process by which companies create value for customers and build strong customer relationships in enunciate to capture value from customers in indemnification. Marketing involves identify and satisfying customer needs and hence construct strong relationship with such customers. Norris, B. 2006) describe marketing as a process of analyzing and identifying potentials buyers, attracting potential buyers, convincing or persuading them to accept and buy the products. heathenish impact on marketing As already described on the above paragraphs, cultural environment shape the way people do things which in turn has an ef fect on the marketing activities. Lets satisfy clothing as a case to analyze the impact of culture on marketing. Culture has a big influence on types of clothing that ar used by different societies. The people in India have their specific type of clothing that has been built from their culture.If as closely we look at Muslims societies, Chinese societies, the Masai societies, they all have their type of clothing that they believe in and have been adopting for years which is different from one another. It is imperative mood that marketers arrangement these cultural environment before starting to conduct their marketing activities. According to Kotler, P. &038 Armstrong, G. (2008), marketers needs to predict the cultural shift in order to spot new opportunities or threats. This implies that there need to be an understanding of the existing culture that can help in predicting the shift.If for example a company producing shirts and trousers intend to extend its market to the masai region, it will need an intensifier effort to persuade the people in masai region to abandon their culture and accept the new product. Marketers in this case may face owing(p) criticisms and oppositions from those who are supposed to be the potential buyers. On the hand it would take less effort to market same products in areas where there are cultural shift or no cultural restrictions on types of clothing. book of facts Kotler, P. &038 Armstrong, G. (2008) Principal of Marketing 12th Edn. Pearson Prentice Hall, Upper Saddle River, impertinently Jersey. Norris, B. 2006) What is Marketing? online on hand(predicate) from http//www. briannorris. com/whatismarketing. html (accessed June 1, 2008) Jones, D. &038 McCarthy, J. (2004) A model for Assessing Cultural Impacts on International Buyer-Seller Relationships for Key Accounts of Hotel Companies vol 28-425, online available from http//jht. sagepub. com/cgi/reprint/28/4/425 (accessed June 1, 2008). Rai University (n. d), lesson 8 Cultural environment and its Impact on International Marketing, online available from http//www. rocw. raifoundation. org/management/bba/InternationalMarketing/lecture-notes/lecture-08. pdf (accessed June 1, 2008).