International Marketing Issues. Проблемы международного маркетинга, страница 17

Limits of Cultural Analysis and Cultural Universals.An important caveat must be made for the person who is considering marketing products in a foreign environment. First, differences often stand out more than cultural similarities. The fact is that culture is simply each society's solution to problems presented by life. Our solution to the need to satisfy hunger is tempered by our own resources, skills, and knowledge. Products and services must solve problems and meet consumer needs in order to be viable. It is important that the marketer understand whether a need met by a product is a recognized one within a particular culture. If it is, then the cultural difference (current or alternative ways of meeting that need), is not as relevant as the similarity of needs.

There are several barriers to overcome in estimating cultural impact. Of foremost importance is the need to recognize the influence of one's own culture in interpreting another. Second, cultural differences tend to stand out more than similarities; yet it is the similarities that may be more important to a marketer. More significant in many cases is the fact that all people have similar needs. They are called "cultural universals." Third, since culture is learned behavior, it is, by definition, individual. Therefore, any generalizations about a culture must recognize the variation within a culture as much as the differences or similarities between that one and any other.

International Cultures.Even though each culture has unique characteristics that differentiate it from other cultures, separate societies may also share cultural characteristics in common. These similarities may be the result of geographic proximity and frequent contact. We find many cultural similarities between Canada and the United States, and among the Scandinavian countries. Or the similarities may result from long-term political ties, as is true for former colonies. People of Australia, New Zealand, and Great Britain express many cultural similarities. Even the black African countries, whose cultures are very different from the European cultures, still share some cultural characteristics (such as language) with their former mother countries.

In some situations, when countries have no geographic or political ties, they may still share certain kinds of cultural ties. Reference groups sometimes transcend national boundaries and are truly international. A good example is the world youth culture, which expresses common preferences in music, clothing, and recreation. Abba, a Swedish rock group and the Spaniard Julio Iglesias, sell more records worldwide than any other composers or performers. Levis or similar types of jeans are in great demand throughout the world, The marketers of such products need only promote their products carefully in order to ride an international wave of popularity.

An "international" culture is also strong among businesspersons. People who conduct business affairs at international levels frequently identify closely with other international business people. Their personal behavior and business buying decisions may be strongly influenced by these peers. The international marketer must remember, however, that business people are also influenced by their own cultures and will not necessarily mirror international counterparts. Further, businesspersons whose primary reference group is other local businesses, may have culture-bound behavior even when they are active in foreign marketing.

Culture is a pervasive aspect of human behavior and motivation; it naturally influences buyer preferences and product usage patterns. Culture is learned from association with members of a group. The features that best differentiate one culture from another are language, aesthetics, religion, and the roles of family, educational systems, peers, women, class structure and mobility, and social interaction patterns in a society.