“Culture is having the same pattern thinking and share values.” (Singh & Pereira, A, 2005) “Culture is communication, communication is culture.” According to Texas A&M faculty. Dr. Butler states that “Culture is what people do and how they do it”
Marketing involves communication and in order for your marketing campaign to be a success you have to come to an understanding of the importance of peoples pattern thinking and behavior amongst their cultures.
Yes. Culture does impact messaging and promotional. “There are four ways in using the web. 1. Technology 2. Design 3. Marketing. And 4. Business.” (Singh & Pereira, A, 2005) A China-based brand consultancy by the name of Labbrand wrote an article on the signs and perceptions in a chinese culture meaning of a Tommy Hilfiger ad. Great article. A must read if I must say.
Cultural context is acknowledging the differences of two cultures and their meanings, signs, symbols, perception, and behavior. Tommy Hilfiger cologne ad has man on a motorcycle, which in western context means freedom, adventure and speed; but in Chinese context a motorcycle means dangerous, noisy and low even status. (Labbrand, 2010)
A subculture is a small group that have the same beliefs, behaviors, signs, symbols and values; but this sub culture existence comes from a larger culture that they either grew up on or adapted to. One example is Baptist and Apostolic. They both have different beliefs on what Christians are but they are both under the Christianity umbrella.
Massachusetts Mutual Life Insurance Company also known as Mass Mutual. Chris Mendoze; the vice president of multicultural market development for Mass Mutual is quoted saying “We have developed marketing and recruiting efforts focused on five cultural segments: African-Americans, Hispanics, Chinese, Koreans and South Asians.” (McCoy)
Culture relativism is to know and understand the differences in cultures. This concept will impact Internet marketing by giving that web marketer or that brand consultant a greater impact to make on the marketing and advertisement platform. Texas A&M University faculty say’s that “negotiations are more likely to succeed when the parties concerned understand the reasons for the differences in viewpoint.
These concepts will impact Internet Marketing Strategy by changing the way companies put together their advertisements campaigns. You can have the motorcycle and desert in your ad but you have to think of something else when approaching your Chinese fan base.
For examples companies like Kodak, Pepsi, Nike, Coca Cola are all on an national and international plateau; some are worse than others, but because they took the time to try to reach out on that level it gives them the ace in the deck. If you do not know who your selling to, what offends who, your product is a fail before it reaches the masses.
Singh, N., & Pereira, A, A. (2005). “the culturally customized web site” . mass.: Elsevier Butterworth-Heinemann.
McCoy, T. Building ties to a multicultural market. Retrieved from http://www.roughnotes.com/rnmagazine/2013/february/2013_02p076.htm
Labbrand. (2010, April 18). Advertising decoded: The importance of cultural context. Retrieved from http://www.greenbook.org/marketing-research/advertising-decoded-the-importance-of-cultural-context
Culture. (Master’s thesis). Retrieved from http://www.tamu.edu/faculty/choudhury/culture.html