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Cross-Cultural: Strategic Global Marketing, Customers And Cultures (Essay Sample)


The task is about Cross-cultural


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Cross Cultural
Culture has a substantial role in shaping people's behaviour and preferences. What people like, dislike, and think about a particular product, brand, or way of marketing have a strong influence on their beliefs towards that product. As the culture and norms vary across cultures, their attitude differs too. For this reason, global organizations need to pay close attention to the cultural forces which shape people's preferences. Of course, the factors impacting people's choices and decision making need to be understood to study the target market and segments. It helps the companies to adapt their products or services according to the needs of the customer and surpass the competitors in the fierce competition (Aoyama, 2009, 133). In the contemporary era, globalization has exposed different cultures to each other, and they are getting influenced by each other. It is undoubtedly increasing people's tolerance towards diversity, but organizations are more challenged to find out the actual preferences, opinions, and distinct choices of different groups of people. Hence, if a company wants to internationalize in the global market, they need to focus on the type of customers they will be reaching out to and the type of culture they live in (Bryman & Bell, 2013, 89). In this regard, cultural values, rituals, symbols, et cetera have a massive role in the decision making the process for customers. Therefore, it is essential for the firms to see everything from a global perspective and observe how different forces and factors work in shaping different cultures so that consumers' preferences are understood effectively.
Importance of Cross Cultures
As the globalization is increasing and the continents are becoming more connected, the instances of different cultures' encounter and mingle are increasing. This encounter is not only having the impact on the personal and social lives of people but also works lives. Its impact in the business world is becoming more important to study than ever before. The reason is that it has always been important for organizations to know the behavior, preferences, and norms of the people they want to target. In the current scenario, when the world is far more connected, in which technology has a key role, people are getting connected more easily. It results in cross cultural encounters (Chetty & Eriksson, 2012, 318). Cross-cultural marriages are also a part of it; connection of two persons who are from different cultures. It is also resulting in a population who is multi-ethnical, who are raised by two individuals from different cultures. In such case, the process of knowing a customer's preference et cetera has become more complicated than before. On the other hand, it is much more essential in the contemporary era because the competition is fierce and if organizations fail in this, they will not be able to survive.
Cross-cultures are not only making it challenging for the organizations to work in a diverse place, but also increases the opportunities for making the products better. For instance, if an organization is only targeting a particular ethnicity, the process of marketing will be much easier because their cultures, norms, and living style are almost the same. Their beliefs on a specific product will be somehow similar. Such as in China, McDonald's sell Halal food in Muslim countries because it needs to adapt according to the culture of the area. However, the condition becomes more complicated if some customers are in favor of Halal meet while others are not. In such case, it is immensely valuable to make market segmentation properly. Moreover, it is suggested that in such case, culture must be given an essential place in the factors influencing the decisions of the companies because it is one of the indicators that impact the most. Besides, it provides a chance for the organization to adapt their products for a more diverse and more abundant population.
Cross-culture has significance in the decision making and HR processes of organizations. Before giving compensations and benefits, employees' cultural background is crucial to be understood because it impacts their behavior and responses towards them (Child, Hong, & Wong, 2014, 45). For example, Walmart had to leave Germany because of some significant cultural differences. Firstly, the reasons include the fact that German people prefer small neighborhood stores over superstores like Walmart. Secondly, the employees did not like the idea of chanting “Walmart! Walmart! Walmart !” standing in a group and do stretching exercises. Its purpose was to boost morale, but it did not work for German employees. Thirdly, unlike Americans, German people do not like to smile at total strangers, so when the employees did it, the customers were not impressed with it (Macary, 2011). All these things reflect the importance of cross-culture for global organizations.
Cultures, Strategic Global Marketing and Customers
Increased globalization reveals the need for organizations to change their outlook towards the targeted customers and get prepared for a more difficult target beyond the borders. A report shows that cross-cultural and cross-national approaches can enhance a company's performance in the global marketing scenario (Agarwal, Malhotra, & Bolton, 2010, 18). To proceed with the discussion, it is crucial to know what factors influence culture and strengthens it. These factors include historical practices, religion, rituals, beliefs, a social construct, and the collective nature of the people. However, when the people are given exposure to different cultures or ideas, it depends on the strength of their old beliefs that they will change or not. It varies from country to country and culture to culture. Some cultures are so tightly knitted and rich that they hardly change or mingle. However, it is a fact that the customs which are not abundant in it adapt and evolve smoothly (Turner, 2014, 232). Local people's friendliness and acceptability reflect how much more comfortable they will adjust to their cultural values. All such pieces of information are essential in the current period, to make a proper strategic plan to excel in an international market. It also helps the organizations in making market segmentation. In the same way, marketing plans are also made after considering the market segmentation adequately, in which culture has a considerable contribution. If companies do not do so, it will be impossible for them to plan strategies according to the preferences and expectations of the customers. The companies know the fact because they are aware of the competition they have due to cultural...

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