Research
    MARKETING: Why Culture matters.
          Culture is all around us, and different ones are everywhere. There are so many small sub cultures within a larger culture that some may slip our minds, "culture is a set of values, beliefs rules, and institutions held by a specific group of people (Wild, 42). Marketers travel abroad to different firms, depending if their firm is international or not, and try to advertise and sell a product in a new culture. The problem with that is we sometimes forget about the barriers and beliefs of other cultures besides or own, "70-80% of United States managers fail when they go abroad because they forget about culture barriers, culture differences, and they can not adapt to the new culutre," (Wild).

        One major, major cultural barrier that advertisement always faces when trying to sell a product worldwide is Language. A lot of time and money goes into deciding if an advertisement should have words to be translated for every language, or of the translation will still mean the same message. That is also why many billboard advertisements are just a picture with no words, because then the business doesn't have to fund the translation for the ad in every culture. Making sure the translation comes out meaning the same message is a vital piece that gets easily overlooked. I saw on the news once that a plane had a title similiar to "ride comfortably" and they translated it to another language and they didn't bother to check the translation, which turned out to translate to, "ride naked". Language is vital to a marketer to be able to sell and advertise a product. So you must be well educated in the different cultures, willing to adapt, and humble enough to accept cultures outside of your own.
 
   There are four key ingredients to marketing, and marketers must pay close attention to them to market successfully. The four Ps are, product, price, place, and promotion. According to the text "Understanding Business:tenth edition" by William G. Nickels there is a specific process with to go through the four Ps of marketing. You must first find an opportunity, meaning you need to discover something the consumers want/need. Next, you need to conduct research, decide what is the best way to make the product, what competition the product will have, and how to make your product stand out among the rest of the products similiar to it. Then, you have to identify your target market, decide who within the culture you are creating this product for (teens, adults, children, men, women, etc). After that, you design the product to meet the desires of your research needs. You must then test your product. Once your product is a success you determine the brand name, design, package, and a set price. This step can get dicey because if you plan to sell the product outside of one culture you must either consider what is a universal design that is appealing to all cultures, or invest in changing the design slightly to compromise for cultural differences. Finally, your last three steps are to select a distribution system, design a promotional package, and build a relationship with the customers. You can see how culture is an influence on every step. Marketing is working at the will of the customer, and to do so you must understand the background the customer is from.

References:

Nickels, W. G. (2013). Understanding Business: tenth edition. New York, New York: McGraw-Hill/Irwin.


Wild, J. J. (2012). International Business: seventh edition. Upper Saddle River, New Jersey: Pearson Education.