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Cultural And Ethical Challenges In Global Marketing

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Introduction All global marketers would experience cultural and ethical challenges or problem at some point during their life cycle; however it how they deal with it would separate the global leaders from the rest. Keegan, J,K. (2001).Understanding the different cultures would help any business to become successful; also by having good ethical practice would also help the business to become successful. Operating within the global market offers a lot of opportunities for Companies. They would be able to enjoy wide range of benefits such as economies of Scale. Kotler, P. (2011). However this can cause a lot of different challenges for any global marketer. Keegan, J,K. (2001). Cultural challenges operating global marketing programmes Culture can posses many different challenges for global marketers. As stated by Hofstede, G. (1980) “Culture is the collective programming of the mind distinguishing the members of one group or category of people from others”. When others make assumption about another culture it can lead to miscommunication. Hollensen (2011) The three components of culture which influence global marketing are Beliefs, Values and Attitude Usunier, J,C. (1993). On a …show more content…

Kotler, P. (2011). We will now look at the challenges associated with marketing mix promotion in oversea markets. Know also as the Integrated Marketing Communication (IMC), this marketing mix is equally important as the rest. It is consist of advertising, public relations, sales promotion, direct marketing and personal selling. Advertising, public relations and sales promotion are consider to be one way communication, whiles direct marketing and personal selling are said to be two way

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There are four major elements that make up the marketing mix: product, price, place, and promotion. A product can be described as everything that makes up a good, service, or idea, including product design, features, colour, packaging, warranty and service levels (Kerin et al., 2015). A price refers to the amount of money that a product will sell for. The place consists of the channels where a product is distributed, as well as the merchandising used to sell the product. And finally, promotion includes all of the ways in which consumers are made aware of a product, such as advertising, public relations, sales promotion, direct response, event marketing and sponsorship, and personal selling (Kerin et al., 2015).

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