Culture

The term culture has many meanings. There are several definitions of culture, which have been offered by psychologists, anthropologists, historians and other writers. Culture consists essentially of traditional ideas, customs, skills, arts, etc. of a given people in a given period. Cultural influences affect motives, brand comprehension, attitude, and intention to purchase. Furthermore culture is defined as the ‘total way of life of any society, not simply those parts of this way which the society regards as higher or more desirable’.

Thus culture, when applied to our own way of life, has nothing to do with playing the piano or reading. Culture is not a narrow view of someone’s activities, exclusively concerned with listening to symphony concerts or visiting art galleries. It extends to include all the activities that characterize the behavior of particular communities of people. Moreover culture does not include instincts, nor does it include attitude behavior occurring as a one-time solution to a unique problem. Culture provides people with a sense of identity and an understanding acceptable behavior in the society.

Some very important attitudes and behaviors influenced by culture are the following:

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Culture is something that cannot be ignored or marginalized if successful marketing strategies want to be achieved.

Cultural influence the consumer’s behavior indeed, that’s why marketers need to understand the role-played by the buyer’s culture, subculture, and social class.

Some products may have strong appeal to certain age groups, for example, Coca-Cola the promoting of which has deliberately fostered an international image. Set clear goals, both in meetings and work strategy, and encourage your Finnish counterparts to work independently. Business communication: try to avoid emotional arguments or hard-sell tactics.

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Conclusion

A conclusion can therefore be drawn that taking into consideration the above data, culture plays a vital role when creating international marketing strategies. Sense of humour: gentle irony and a love for hyperbole and story telling make the Irish one of the most amusing peoples in Europe. They may 'play dumb' to lull the suspicions of their adversaries. It is amazing how many organizations can't state in simple terms the reasons for their existence.

Britain Values: traditions, restraint, courtesy, democracy, stubbornness, eccentricity, politeness, humour, reason and logic. Most important factors influencing career: formal education and connections.

Employees also need to be encouraged to try new ideas, methods, or approaches, so that organizational problems can be solved in innovative ways. Do try to emulate the Italian smoothness and charm. As Chrysler chairman Lee Iacocca says, "The speed of the boss is the speed of the team.

Approximate Word count = 5671
Approximate Pages = 23 (250 words per page double spaced)

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