CROSS CULTURAL CONSUMER BEHAVIOUR
CROSS CULTURAL CONSUMER BEHAVIOUR
Cross cultural advertising and marketing: Objectives and Policies
Cross-cultural advertising and marketing is defined as "the effort to identify to what extent the customers of two or even more nations are related or completely different. This will facilitate marketers to have an understanding of the psychological, social and cultural elements of foreign buyers they wish to target, so as to design efficient marketing and advertising tactics for every of the specific national markets involved."
A enterprise can enter a foreign market place as a
??Domestic exporter
??Foreign importer
??Foreign government-solicit the firm to sell abroad
The firm's objectives could be:
??To ascertain how buyers in two or a lot more societies are Similar / diverse and devise suitable, suitable techniques
??Devise individualized advertising and marketing technique if cultural beliefs, values and customs of a particular nation are unique
Characteristic functions of a firm going international:
1. High market place share in the domestic marketplace
