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Author: Sandeep Kaur
Publisher:
ISBN:
Category :
Languages : en
Pages : 54
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Book Description
Die Masterarbeit bezieht sich auf die Standardisierung und Anpassung der sogenannten Marketing mix Elemente und diskutiert wie die Unternehmen die Globalisierung und Internationalisierung in Bezug auf ihrer Kultur mit dem lokalen Markt kombinieren, während sie das Hofstede Kulturmodell verwenden. Außerdem identifiziert diese Arbeit, wie die Kultur die Wahrnehmung der Konsumenten bezüglich Werbung formt. Um Einblicke in die Wahrnehmung von Konsumenten aus Indien zu gewinnen, wurde eine Umfrage für eine bestimmte Zielgruppe erstellt, welche 121 Teilnehmer hatte. Anschließend wurden diese Daten mithilfe sogenannten SPSS Tests wie zum Beispiel dem Korrelationskoeffizient und Multiple lineare Regression analysiert. Die Ergebnisse dieser Studie zeigen, dass die Kombination emotionaler und rationaler Elemente in den Werbungen hervorragend für die Unternehmen funktioniert. Offensichtlich spielt die Religion eine bedeutende Rolle in der Konsumentenwahrnehmung. Sowohl positive als auch negative Konsumentenwahrnehmungen beeinflussen die Kaufentscheidung des Konsumenten. *****This thesis focuses on standardization and adaptation of marketing mix elements and discusses how companies combine globalization and internationalization elements according to the culture of its local market using Hofstedes cultural dimensional theory. This paper also identified how culture shapes the consumer perceptions of advertising. To gain insights into perceptions of Indian consumers, an online questionnaire was distributed amongst the target group and 121 responses were collected. The data was then analyzed with the help of SPSS tests such as Pearsons Bivariate Correlation and Multiple linear regression. The results of the study identified that a combination of emotional and rational appeals in the advertisements work well for companies. Religion plays a significant role in shaping consumer perceptions of advertising. Positive and negative consumer perceptions of advertising highly influenced the
Author: Sandeep Kaur
Publisher:
ISBN:
Category :
Languages : en
Pages : 54
Get Book Here
Book Description
Die Masterarbeit bezieht sich auf die Standardisierung und Anpassung der sogenannten Marketing mix Elemente und diskutiert wie die Unternehmen die Globalisierung und Internationalisierung in Bezug auf ihrer Kultur mit dem lokalen Markt kombinieren, während sie das Hofstede Kulturmodell verwenden. Außerdem identifiziert diese Arbeit, wie die Kultur die Wahrnehmung der Konsumenten bezüglich Werbung formt. Um Einblicke in die Wahrnehmung von Konsumenten aus Indien zu gewinnen, wurde eine Umfrage für eine bestimmte Zielgruppe erstellt, welche 121 Teilnehmer hatte. Anschließend wurden diese Daten mithilfe sogenannten SPSS Tests wie zum Beispiel dem Korrelationskoeffizient und Multiple lineare Regression analysiert. Die Ergebnisse dieser Studie zeigen, dass die Kombination emotionaler und rationaler Elemente in den Werbungen hervorragend für die Unternehmen funktioniert. Offensichtlich spielt die Religion eine bedeutende Rolle in der Konsumentenwahrnehmung. Sowohl positive als auch negative Konsumentenwahrnehmungen beeinflussen die Kaufentscheidung des Konsumenten. *****This thesis focuses on standardization and adaptation of marketing mix elements and discusses how companies combine globalization and internationalization elements according to the culture of its local market using Hofstedes cultural dimensional theory. This paper also identified how culture shapes the consumer perceptions of advertising. To gain insights into perceptions of Indian consumers, an online questionnaire was distributed amongst the target group and 121 responses were collected. The data was then analyzed with the help of SPSS tests such as Pearsons Bivariate Correlation and Multiple linear regression. The results of the study identified that a combination of emotional and rational appeals in the advertisements work well for companies. Religion plays a significant role in shaping consumer perceptions of advertising. Positive and negative consumer perceptions of advertising highly influenced the
Author: Rawel Raj
Publisher: GRIN Verlag
ISBN: 3656869618
Category : Business & Economics
Languages : en
Pages : 27
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Book Description
Seminar paper from the year 2014 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: A, TiasNimbas Business School, course: Cross Culture Pschology, language: English, abstract: In today’s scenario the society and the culture plays an important role to drive the taste of the consumers. Thus it is very much evident that the people of two different polarities would perceive their requirement in two different manners. Nevertheless the requirement can be the same but with a different specification. It is required in marketing to understand and imbibe the changes so to effectively sell the product in that zone. In this paper we would like to analyze the variations in the FMCG marketing strategies, by the use of marketing model, in German and Indian market. We aim to examine and present the major differences in the approach towards these two markets and how culture plays an indispensable role to drive these changes. Therefore, our research statement would be: “How culture affects the FMCG marketing approaches in both the German and the Indian Market?”
Author: Pravat K. Choudhury
Publisher: Springer
ISBN: 3319173952
Category : Business & Economics
Languages : en
Pages : 404
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Book Description
This volume includes the full proceedings from the 1996 Multicultural Marketing Conference presented by the Academy of Marketing Science (AMS) and Old Dominion University in Virginia Beach, Virginia. The focus of the conference and the enclosed papers is on marketing to various ethnic groups in both a US and global context. It presents papers on various multicultural issues across the entire spectrum of marketing activities and functions including marketing management, marketing strategy and consumer behavior. Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complimenting the Academy’s flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review. Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science.
Author: Jean-Charles Chebat
Publisher: Springer
ISBN: 3319173839
Category : Business & Economics
Languages : en
Pages : 568
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Book Description
This volume includes the full proceedings from the 1998 Multicultural Marketing Conference held in Montreal, Canada. The focus of the conference and the enclosed papers is on marketing to various ethnic groups in both a US and global context. It presents papers on various multicultural issues across the entire spectrum of marketing activities and functions including marketing management, marketing strategy, and consumer behavior. Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complimenting the Academy’s flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review. Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science.
Author: Alcántara-Pilar, Juan Miguel
Publisher: IGI Global
ISBN: 1466682639
Category : Business & Economics
Languages : en
Pages : 430
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Book Description
The key to any marketing strategy is finding a way to reach and appeal to the consumer. In the case of a diverse consumer pool, marketers must strive to direct their promotional efforts to appeal to a global customer base. Analyzing the Cultural Diversity of Consumers in the Global Marketplace explores the strategies associated with promoting products and services to a culturally-diverse target market. Providing innovative solutions for global brands, this publication is ideally designed for use by marketing professionals, executives, students, as well as researchers.
Author: Kathrin Gerbe
Publisher: GRIN Verlag
ISBN: 3638785394
Category : Language Arts & Disciplines
Languages : en
Pages : 30
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Book Description
Essay from the year 2007 in the subject Communications - Intercultural Communication, grade: 1,0, University of Newcastle upon Tyne, course: Language and Cross-Cultural Communication, language: English, abstract: The world is growing together. In the wake of globalization many companies have expanded their markets to countries around the world. No matter if in Europe, America, Africa, Asia or Australia – everywhere we are greeted by the familiar corporate logos of global players like Coca Cola, McDonald’s and Burger King. I would like to suggest that an important factor of the international success of these companies are specialised marketing concepts, which are based on the individual culture of the respective target country. Intercultural communication seems therefore an important element in marketing products worldwide. In this essay, I will have a look at a company whose name has become synonymous with globalization: McDonald's. The development of the term “McDonaldization” shows that the company’s strategy of efficiency, calculability, predictability and control is effective around the globe (Ritzer in Usunier 2000; Jandt 2004).
Author: Kyle Palmer
Publisher:
ISBN:
Category : College students
Languages : en
Pages : 0
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Book Description
"The purpose of this study is to analyze consumer perceptions of Cause-Related marketing, as well as perceived level of mercenary intent and the impact of brand/cause fit. Level of mercenary intent is the degree to which consumers believe a company is engaging in Cause-Related Marketing in order to help themselves, or to help the cause. The level of brand/cause fit is the amount of alignment between a company and the cause they are choosing to support. This is a cross cultural study, and the impact of culture will be analyzed between participants from the United States and from India. College students from four different Universities were surveyed using fictional advertisements in order to determine the effect of a Cause-Related Marketing component on their perception of the advertisement as well as the company. Respondents were chosen from the United States and India, as these countries are very different culturally and historically, and have different systems for implementing Corporate Social Responsibility"--Provided by author.
Author: Guido Maiwald
Publisher: GRIN Verlag
ISBN: 365636978X
Category : Business & Economics
Languages : en
Pages : 19
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Book Description
Scientific Essay from the year 2005 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, , language: English, abstract: In order to increase the saleability of a brand or product and at the same time to minimize the costs of production and advertisement, marketing companies or departments try to internationalize or ‘globalize’ production processes as well as marketing strategies. One challenge of these goals lies in differences between the mindset of consumers, being consequence of differences in culture. This work will focus the meaning of ‘culture’ and the question which ‘ingredients’ define culture. In the following chapters strategies of cross-cultural surveys within marketing strategies for brands and products will be examined.
Author: Dheeraj Sharma
Publisher: Springer
ISBN: 3319186965
Category : Business & Economics
Languages : en
Pages : 160
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Book Description
This volume includes the full proceedings from the 2010 Cultural Perspectives in Marketing Conference held in Lille, France with the theme Cultural Perspectives in a Global Marketplace. This volume presents papers on various topics including marketing management, marketing strategy, and consumer behavior. Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complimenting the Academy’s flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review. Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science.
Author: Marye C. Tharp
Publisher: SAGE Publications, Incorporated
ISBN:
Category : Business & Economics
Languages : en
Pages : 482
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Book Description
Massive demographic upheavals are changing the societal identities of American consumers and disrupting the effectiveness of traditional marketing techniques. The so-called mass market is dissolving into smaller groups of consumers who express distinctive ethnic, age-related, or lifestyle values by what they buy and how they buy it. Consumers in different subcultures speak different languages, read different magazines, watch different networks on TV, and buy in different places. The lesson for marketers is clear -- a single marketing campaign may no longer effectively reach a broad spectrum of consumers. Marketers and advertisers hoping to attract large numbers of American consumers must build relationships by mirroring the values and multiple identities of various groups. Marketers need tools to link their efforts to consumers within several subculture communities. Marketing and Consumer Identity in Multicultural America presents strategies and tools for marketers seeking to reach these emerging subcultures. Chapter 1 introduces the phenomenon of multiculturalism in America and its impact on marketing. Chapter 2 introduces the seven key shifts from traditional thinking that marketers must make to thrive in a multicultural world (e.g., from "market segmentation" to "market identification"). Chapters 3 through 7 profile five key subculture groups -- the elderly, Latinos, African Americans, gays and lesbians, and Asian Americans. Chapter 8 profiles several emerging groups, and chapter 9 is a comprehensive summary of marketing attitudes and techniques that are critical to success in this new multicultural environment.
