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1、Howdoesaninvestigationofsocial-culturalinfluenceprovi marketingingeneralisinfluencedbysocio-cultural,background,religiousbeliefsandcustoms which cannotbeoverviewed. The culturaldimensionprovidesthechanceandchallengetomarketers.Sotheinvestigationissignificantwhichwillm
2、akethedecisionaccordinglyandmorecorrectly.Withthefollowingwewillintroducethenecessityindetail. Customisthemostimportantfactorinfluencethemarketing.Infact,successfulmarketingpeoplesawthecloseconnectionbetweencustomandcustomers:thewaytoturnpeopleintocustomersistomakeyou
3、rproductpartofthEircustomaryactions.Sometimeswholeindustriesarecreatedaroundacustom(Halloweencostumes)andatothertimes,customsarecreatedaroundaproduct(Valentine’sDaycards).Inbothcases,marketerstookadvantagesofthebasichumanneedforritual.CulturesdistinguishthemselvesbythE
4、Irrituals,even when theyshareacommon knowledgeaboutlocalcustomisbestdoneupcloseandfirsthand.Getting“ontheground”informationiswellworththecostthatitmayentail.Ifyourfirsttriptoanewcountryisforthepurposeofsellingaproductratherthaninvestingthepotentialtosellone,youmaybedis
5、appointed.Marketershavetolearnhow,why,andwhenthetargetmarketgoesaboutitsbusinessinordertomakeyourproduct shouldbetakenintoconsiderislanguage:Mostoftheworld’snationalboundariesaresetalonglinguisticperimeters.Especiallynames,whichareimportantineverylanguageandformarketer
6、s,brandnamesareparamount.Arrivinginanewmarketwithagreatnewproductthat’ssaddledwithabadbrandnamecouldspelldisaster.Evenestablishedinternationalcompanieshaveproblemswiththeirnames:SiemensisrarelyspelledcorrectlyanywherebutGermany,andfewpeopleineastAsiacanpronounceNestlep
7、roperty,norcanWesternerspronounceHyundai.Investigationofthelanguagewassurelykeyinnamingtheproduct.Also,thehistorycannotbeneglected.Everycountryandculture,whetherit’sasancientasIndiaorasyoungastheCzechRepublic,hasahistorythatwillgreatlyaffectboththemarketandthemarketer.
8、Understandingthathistorywillenableamarketertoapproachthecultureinamoresubtlemanner,anditwillcertainlycauseanadjustmen
