Quiz 4: Cultural Dynamics in Assessing Global Markets

Business

Culture : Culture can be defined as the way of living of people. People's behaviors, beliefs, rituals and socially acceptable values represent their culture. Culture differs from country to country as well as community to community. Social Institutions : Social institutions can be defined as the groups having common purpose and norms organized around some societal values. They include the following: 1. Family, 2. Religion, 3. School, 4. Government etc. Cultural Values : Cultural values can be defined as the socially acceptable norms that guide behavior of a society. These are form base for setting the right and wrong in a context. Rituals : Rituals can be defined as pattern of behaviors that a society exhibits. Examples of rituals are marriages and funerals. Linguistic Distance : Linguistic difference can be defined as the cultural difference due to the difference between the languages. Cultural Sensitivity : Cultural sensitivity can be defined as degree of sensitiveness and respect towards other culture. It also refers to awareness and respect toward cultural differences. Cultural Borrowing : Cultural borrowing can be defined as an act of learning and adopting values and behaviors from different cultures. For example, many cultures and people have adopted a habit of having bread and butter in breakfast from American culture. Cultural Congruence : Cultural congruence can be defined as a marketing strategy of using that involves marketing products having characteristics similar to ones already existing in market. This ensures minimum cultural resistance. Planned Change : Planned change is a marketing strategy in which a company seeks to deliberately change the cultural aspects of a culture. This provides time and an opportunity to marketers to ascertain the possible outcomes of change. Aesthetics: Aesthetics can be defined as a system of nonverbal symbols that people a culture use to communicate. It may consist of drama, music, dance, gestures etc.

Change agent stands for the person, situation, or a thing that has caused change to take place and appear and has supported in the transformation for bringing upon organizational effectiveness, improvement, and development. Marketer plays a very significant role as a change agent in a way that he brings the best quality output in the organizational products or services and the way these products or services are marketed towards its targeted customers. He is the one who is responsible for mapping down the success route for the organizational products and services by presenting them in a positive manner towards the potential customers. The way the marketer undertakes research, takes risk, and calculates opportunities for increasing the scope of the organizational products brings a better change for the company. The marketer plays a very significant role in bringing the positive change in the products and services offered by the organization so as to make them conducive as per the needs and demands of the customers. On the other hand, the marketer also possesses the capability of bringing confidence in the customers regarding the use and buying of certain products and services. Thus, on the basis of above mentioned points it is concluded that marketer plays a very significant role as a change agent.

Cultural change stands for the changes that have taken place in a particular culture of the community related to the behavior and outlook of the people of that community. The following are the three cultural change strategies that a foreign marketer can pursue- • Foreign marketer can play a very significant role as a change agent by bringing the best quality output in the organizational products or services, and the way these products or services are marketed towards its targeted customers in foreign land. • The foreign marketer is responsible for mapping down the success route for the organizational products and services by presenting them in a positive manner towards the potential customers by advertising the products and services quite aggressively and making the customers aware of their potential uses. • The way the foreign marketer undertakes research, takes risk, and calculates opportunities for increasing the scope of the organizational products brings a better change for the company as well as in the culture of the targeted customers. The marketer plays a very significant role in bringing the positive change in the products and services offered by the organization so as to make them conducive as per the needs and demands of the customers. On the other hand, the marketer also possesses the capability of bringing confidence in the customers regarding the use and buying of certain products and services.

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