Page 53 - International Marketing

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BRILLIANT'S International Marketing Environment 55

Social/Cultral Legal Political
Language Local domestic laws Operational restrictions
Religion International law Discriminatory restrictions
Aesthetics Home domestic laws Physical actions
Values and attributes
Social organisation
Material culture

Environmental
Influences on
International
Marketing

Economic
Developed economics Technological
Emerging economics Satellite communications
Less developed economics ISDN
Currency movements Internet
WWW
The electronic superhighway
Fig. The environmental influences of international marketing
Social/Cultural Environment

The social and cultural influences on the international marketing are
immense. The differences in the social conditions, religions and culture
etc. affect consumer’s perceptions and patterns of buying behavior. It is
the important factor which helps in understanding the need and wants of
the consumers across the globe and also determines the potential for
global branding and standardization. For example, Mc Donald failed in
India a few years ago because of its failure to understand the social/
cultural dimensions of a market.
The another most important factor in global marketing is the cultural
factor. The cultural differences and especially language differences have a
significant impact on the marketing strategy in international trade.
Many companies modify their products and promotion strategies to
suit the tastes and preferences or other characteristics of the population of
the different countries. Significant differences in the tastes and preferences
may exist even within the same country, particularly when the country is
very vast and multi-cultural, like India. For a business to be successful, its
strategy should be the one that is appropriate in the socio-cultural environment.
The marketing mix will have to be so designed as best to suit the environmental
characteristics of the market. Like, Nestle, today brews a large number of
varieties of instant coffee to satisfy different nations' tastes.