THE IMAPCT OF NATIONAL CULTURE ON THE MARKETING STRATEGY FROM SOUTH AFRICAN PERSPECTIVE

MARKETING STRATEGY

Table of Content

INTRODUCTION3

BACKGROUND TO THE RESARCH3

STATEMENT OF THE PROBLEM3

RESEARCH OBJECTIVES4

SIGNIFICANCE OF THE RESEARCH4

LITERATURE REVIEW5

RELATIONSHIP MARKETING MODEL5

CONSUMER BEHAVIOUR6

RESEARCH METHODOLOGY7

RESEARCH DESIGN & PLAN7

POPULATION & SAMPLE7

DATA COLLECTIONS INSTRUMENTS, SOURCES AND PROCEDURE7

DELIMITATION OF THE STUDY7

THE CONTRIBUTION OF THE STUDY8

CLARIFICATION OF TERMS AND DEFINITIONS8

QUALITATIVE RESEARCH8

QUANTITATIVE RESEARCH8

TIME FRAME AND BUDGETARY CONSIDERATIONS8

Reference11

INTRODUCTION

BACKGROUND TO THE RESARCH

The main purpose of this research study will be to analyze that how the culture of South Africa has a role play in marketing strategy. Since marketing involves an outlay of resources, marketers are expected to be more receptive to cultural differences. There is consensus that culture has a fundamental influence on marketing practices and that cultural differences affect marketers' behaviour in ways parallel to their effects on consumers (Omar et al., 2003). The dawn of the phenomenon of “global village” (Levitt, 2003; Keegan and Green, 2005) with its associated transfer of investment from industrialized economies to African nations (Debrah, 2002; Mmieh and Owusu-Frempong, 2004) means that understanding and appreciating African culture is not an option but a necessity (Nwankwo, 2000). As stated by Iguisi and Rutashobya (2002), the lack of proper integration of culture in management in Africa is denying Africa the resultant synergy needed in national economic, managerial and social development.

STATEMENT OF THE PROBLEM

In an era of economic interrelationship in Africa that is fuelled by global financial transactions and joint ventures between businesses in industrialized and businesses in developing countries in Africa (Ofosu and Hansen, 2002; Mmieh and Owusu-Frempong, 2004) and the growing attraction of foreign direct investment to developing economies in Africa, it is surprising that little is documented about African culture and its interface with business-to-business marketing practices.

RESEARCH OBJECTIVES

The main objective of this research paper will be to assess the impact of national culture on the marketing strategy, mainly from the South African perspective.

SIGNIFICANCE OF THE RESEARCH

The study will provide useful and candid insights into African culture that international marketers may take into consideration when dealing with African business markets (Ahiauzu, 2006). It also acts in response to Nakata suggestions for marketing researchers to get deeper in the culture study and its suggestions for marketing in view of the increased globalization of markets.

LITERATURE REVIEW

RELATIONSHIP MARKETING MODEL

For the purpose of looking at how South African culture has an impact on marketing strategies, it is very important to discuss the relationship marketing model, which is very helpful in knowing this. According to Relationship marketing model the companies must see how to start the communication with the customers of the specific culture. It is important to note that while the study of marketing practices and market orientation have received an appreciable level of attention (see for example, Akaah and Riordan, 2008; Dadzie et al., 2008; Okoroafo and Kotabe, 2003; Appiah-Adu, 2001), these works have dwelt on the broad subject of marketing practices and not on business-to-business marketing practices. Additionally, implications of African culture for business marketing practices appear to have been overlooked by marketing ...