Page 70 - GLOBAL STRATEGIC MARKETING

Social and cultural factors influence all aspects of consumer and buyer
behaviour. The differences and similarities between them in different parts

of the world are a central consideration in developing and implementing
international marketing strategy. In most of the literature, social and
cultural factors are linked together. For example, differences in language

can change the intended meaning of a promotional campaign, and
differences in the way culture organises itself socially may affect the way

a product is positioned in the market and the benefit a consumer derives
from that product. It is not possible to cover all aspects of social and
cultural differences in this unit (see Unit 4: The social and cultural

environment), neither is it possible to describe all the differences between
the cultures across the world. However, the international marketer needs

to understand the cultural issues across countries in order to standardise
or adapt its product offering. Understanding cultural similarities and
differences can provide success or failure for marketing strategy (see

Tutorial 2 on Dasani water).

1.9.3 The technological environment

Technology, the main driver of the Industrial Revolution in the nineteenth
century, continues to drive the future. Information and communication, on

which economic growth is based, with networks of companies using
computers and technologically based communication, contribute to the

future development of internationalisation. Transport technology has led
to ‘global shrinking’ between countries in the nineteenth century, when
railways and steamships made it easier to transport goods over long

distances. In the twentieth century, the development of the jet engine and
containerised shipping provided an even better chance to shrink

geographical distances. Technology has also quickened the production
process and product design and specification (see tutorial 6 and 11 on
Bionade – new product development based on new technological

‘brewing’ processes). International product promotion has also developed
as a result of the technologically developed media that provide access to

large numbers of potential customers. The development of the Internet
also accommodates huge numbers of potential customers across many

different countries.