Submitted by: Submitted by aymanrahman
Views: 10
Words: 2473
Pages: 10
Category: Business and Industry
Date Submitted: 04/06/2016 09:19 AM
Table of Contents
1. Cultural Impact on Marketing and Promotion 2
2. Influence of Culture on Promotion in India and Bangladesh 3
2.1 Societal Factors 3
2.2 Religious Factors 3
2.3 Linguistic Factors 4
3. Cultural Differences between India and Bangladesh 4
4. The Common Ground 5
5. India: Catering to Diverse Regions 6
6. West Bengal and Bangladesh: Sisters Separated by a Border 7
7. Conclusion 9
References 9
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1. Cultural Impact on Marketing and Promotion
Culture influence consumers' thoughts and behaviors. The culture of a nation operates primarily by setting boundaries for individual behaviors and by influencing the functioning of each social institution. People from different culture consume differently primarily because of their differences in values and norms (Parker-Pope, 1996). Norms are derived from cultural values, or widely held beliefs that affirm what is not desirable. Based on these values, consumers from different cultures differ in their reaction towards foreign products and advertising (Money, Gilley, and Graham, 1998), which leads to differences in consumption patterns. In order to gain competitive advantage, marketers should consider how to effectively market and promote their products across cultures.
It is widely accepted that you are not born with a culture, and that it is learned. So, culture includes all that we have learned in relation to values and norms, customs and traditions, beliefs and religions, rituals and artifacts.
With the increasing growth of the world’s economy, commercial products and services of giant multinationals have increasingly transcended national and political boundaries and have been marketed to people from different cultural environments. The ambitious aim of effective global marketing communications is not an easy target to reach.
Samli (1995) explains that in most cases, consumers’...