Marketing in global environment

Global environment is a very multifaceted term. Marketing in global environment is becoming

tough with each passing day because of the cut throat competition. In a global environment there
are many factors influencing the marketing strategy like cultural factors, language barriers,
peoples preferences, business traditions, etc.
Cultural practices play a big role in executing a marketing strategy. Cultural environment
comprises of education, religion, family and social values. hile marketing oneself,
cultural differences should be clearly sought after. !or example a simple can of coca cola
in ".#. becomes tin in ".$.
%anguage plays the most important role in global marketing. &here are unlimited
languages in the world and it is not possible for a single man to know all of these.
'owever while marketing oneself the individual should be well versed with the language
of that country. !or example the dialect of ".#. and ".$. (nglish is completely different
from each other )$otabe * 'elsen, +,,-..
Color/ like language colors has also distinct significance in different environments. #ame
color cannot be used in every country for marketing. !or example black and white color
is not accepted in 0apan because it is thought as a color of grieving )1icken, +,,2..
&raditions/ every country has its own set of cultural values that are different and uni3ue
in their own sense. 4efore plunging a marketing strategy, it is desirable to know the
cultural values of the particular country. &his way the marketer can be clear that he does
not hurt the sentiments of the people of the country.
Moral aesthetics/ the values and upbringing of an individual has a direct link with how he
markets himself. (very country places great emphasi5es on the values of its citi5ens. !or
example, ".#. citi5ens have habits where they greet everyone by handshake, hug or a
peck on cheeks. &his is not so in India. 'ere it is considered offensive to give peck on
cheeks. %ike 6mericans en7oy black tea or coffee, Indians like tea with milk. $nowledge
of these small differences can prove a smooth sailing for a marketer.
&ime value/ is an important factor while marketing oneself. hile 6mericans are very
punctual and discipline, Indians are not. hen conducting business meetings with
6mericans, it is very essential that everything starts and ends on time. #o when an
individual is marketing himself, he should completely know and respect the time values
of the person with whom he is dealing )8hmae, +,,9.
:eligious norms are an important consideration while doing marketing strategies. 1uring
festivals, the sales of every product increases, everyone is in 7oyous mood, more people
are employees, employees get bonuses, etc. $nowledge of the religious traditions of the
country, in which the individual is planning to uphold himself, should be clearly known.
!or example Christmas is a big festival of 6mericans while this is not so in other
countries.
&here are many different factors that influence the marketing strategy in global environment.
hen an individual thinks to market himself in the dynamic global environment, he needs to be
sure of the environment he is getting into. ;ossessing thorough knowledge of the global
environment of the country and the company in which he thinks to deal is a simple way to assure
success.
:eferences
1icken, ;. )+,,2. Global shift/mapping the changing contours of the world economy, 9th edn.
#age.
$otabe, M.and 'elsen, $. )+,,-. Global marketing management, <th edn. 0. iley and #ons
8hmae, $. )+,,9. &he next global stage= the challenges and opportunities in our borderless
world. ;earson (ducation.