CONTEXT CULTURES IN INTERNATIONAL MARKETING

Context Cultures in International Marketing



Context Cultures in International Marketing

There is a lot of importance of context cultures in International Marketing. There are two concepts known as high context and low context culture. There are various people who are involved in global business transactions such as export, subsidiaries and displaced operations. It gives businessman an opportunity to negotiate with people from different cultures and languages. People get a chance to know more about the culture of other nations and the probability of intercultural conflicts even decreases. There are two types of knowledge that are related to culture. They are:

(1) Real knowledge: It is that knowledge which is learned quickly and is even easy to understand. In this knowledge, people must know the meaning of colours, tastes, taboos, etc of each culture. For example, if anyone can see the statistics of religion in Senegal and Nigeria, the proportion of Muslims is quite high. This factor identifies the cultural patterns such as "Muslim", but only real knowledge of the country regarding any religion plays a vital role in the cultural aspect of the country.

(2) Interpretive knowledge: This is much more subjective because it involves the capacity of people to understand, appreciate, understand and accept the nuances of different cultures. (Devlin, 2004, pp.23-45)

There are theories related to Hall and Hofstede regarding the cultural aspects in International Marketing. These theories have really helped people to understand the important concepts of culture. The knowledge and experience of the people also counts a lot under this scenario. Something's can be learned by other techniques and few of them can be learned through direct contact with people. Therefore, it is recommended that, in cases, where people do not have this possibility, they must work in collaboration with an expert in marketing the country. People understand their own culture very well. A simple example is related with the names of products that allow people to understand the importance of cultural diversity. A name that may be perfect in the market can be disastrous for another market. Mitsubishi has a road in Japan which is called "Shogun". Obviously in the Spanish market, model is not named but is called "Montero." A car firm that launched the Chevrolet house was known as "NOVA." Spanish people became curious, as it was the name of a great utility. The organizing committee for the Olympic Games in ...