The paper 'Cross-Cultural Aspects in the Global Market " is a perfect example of business coursework. The levels of economic development around the world vary differently due to the cultural diversities which have led to variations in production activities and information systems. This effect of diversity has to be considered by the organizations in conducting global businesses for effective performance. The business enterprise has to incorporate the following elements that will create logical cultural patterns in their conduct of business around the world. Daft, J. Murphy, H. Willmott (2010) pointed out the main elements as cultural identity, intercultural communications, authority, consumer class and self-analysis.
Thus, the employment of these elements will aid in achieving centralized global marketing. Jameson (2007) identified that it will pose a great challenge to the global enterprises in conducting their businesses without integrating the five elements of logical cultural patterns. His argument was supported by Edward hall (1990) by stating that it is intercultural communications that will tend to hold every participant (consumer and producer) in the global market captive. However, without paying special attention to geographical areas of marketing and cultural diversities, the success of the business will be frustrated since different cultures have different perceptions of different products. Normally, global business organizations should recognize the characteristics and traits of different consumer cultures around the world so as to develop products that will suit their needs.
To analyse the satisfaction of consumer needs, Danielle Medina Walker, Thomas D. Walker, Joerg Thomas Schmitzed (2003) identified three vital insights: culture is much in built in our social interaction, cultural force is only experienced by the consumers in the global society and language should not be relied upon in the understanding a certain culture.
Though language is of importance in determining the mode of channelling information to the intended potential consumer in the market, it also affects business communications they shift across different cultures in global marketing. In most cases, the purchase decision by consumers on a certain product is based on their inhibited cultural values. The findings by Marieke K. de Mooij (2009) showed that there is a positive relationship between consumption of different consumers buying behaviour and the cultural identity values which provide a clear proof of a cultural influence that at any point cannot be avoided by different consumers in the world.
The mutual relationship that exists, therefore, will develop an effective cross-cultural marketing plan for the product in the market. For the geographical location of the potential consumers, the enterprise should analyse and have a well-defined knowledge of the various cultural identities in order to provide them with the right products according to their taste and preferences. Cultural congruency is another element of cultural identity that provides a large platform for the marketing of products.
This aspect is developed when there is an interaction of different global consumers that leads to the change in the purchase behaviour of the influenced consumers. The result of these cultural interaction leads to the emergence of a unique culture which can be easily identified by global marketers. This unique culture is not only identified geographically but also by analysing the existing gaps in the marketing strategy is thus the marketers, in this case, will incorporate the elements of the marketing mix in order to cover the rising needs of the consumer affected by the foreign intrusion of other consumers.
Marketers should always take advantage of an increase in potential consumers so as to gain a competitive advantage in the market (Felix Zimmermann, 2009).
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