Cultural Environment in International Marketing

Abstract

International marketing relies heavily on the transition from the narrow perspective of economic analysis to the comprehensive one, which includes all the elements of the environment, among which culture is a special place. Cultural factors are essential in correctly explaining patterns of consumption and consumer behavior in different external markets. Culture, through its component elements and the independent way in which it operates, creates cultural values - which can be universal or specific to each culture. These include: material culture, language, religion, values and attitudes, habits, social organization, aesthetics, legislation, folklore, decorative art etc. The cultural environment exhibits the highest rigidity of the "change" factor, which is why the rule that guides the behavior of enterprises on foreign markets is an attempt to adapt and respect the cultural values specific to each foreign market.

Headnote

Abstract: International marketing relies heavily on the transition from the narrow perspective of economic analysis to the comprehensive one, which includes all the elements of the environment, among which culture is a special place. Cultural factors are essential in correctly explaining patterns of consumption and consumer behavior in different external markets.

Culture, through its component elements and the independent way in which it operates, creates cultural values - which can be universal or specific to each culture. These include: material culture, language, religion, values and attitudes, habits, social organization, aesthetics, legislation, folklore, decorative art etc.

The cultural environment exhibits the highest rigidity of the "change" factor, which is why the rule that guides the behavior of enterprises on foreign markets is an attempt to adapt and respect the cultural values specific to each foreign market.

Keywords: culture, environment, marketing, language, education, legislation, habits, traditions, design, aesthetics, market

Introduction

Cultural factors, along with economic factors, show the most obvious differentiations from one foreign market to another, which is why international marketing is dominated by them. Their influence is first and foremost on patterns of consumption and consumer behavior in different international markets.

The concept of culture originates in the Latin colo, colere, which translates to cultivate / honor, which is why a long time (from the 11th century to the 19th century) used its primary sense of agricultural activities.

In the current language, the term often has a restrictive meaning, suggesting only a superior form of art (opera, theater, choreography, etc.) that gives the artist (the "cultured") the ability to make judgments about artistic creations, to be refined and to have good manners. According to this vision, not every human being is cult, as not every product of his activity is an act of culture, but only the superior ones of the spirit (science, art, religion, political and social ideas, noble customs) that require cultivation of the mind , the tendency to achieve higher goals than mere satisfaction of biological needs. "[13, 61]

In a wider sense, culture means the "total of material and spiritual values created by mankind and the institutions necessary for the communication of these values", namely "all the material vestiges (tools, ceramics, ornaments, weapons, homes, settlements, etc.) and spiritual (artistic, magical-religious and funeral manifestations) preserved, through which the image of the human community in a given era can be reconstituted. [17] In a wider sense, culture includes (in addition to the items listed): language, education, folklore, cooking and food taboos, sports, calendar, dance, decorative art, folklore, religion, values and attitudes, habits, social organization, and so on. It is an inheritance transmitted by specific means (such as: gestures, words, writing and the arts, the press, radio, television, telephone, rituals, theoretical knowledge, abstracts, religion etc.). Acquired through various forms of subjective memory (reflections, words, images), but also through objective memory (objects, landscapes, books, numbers, rules).

Another way of understanding the culture is by defining it according to its component parts: values (ideas about what may be important in life), norms (expectations of different behavior of people in different situations, each culture having different methods - sanctions - to impose its norms) and artifacts (things or parts of material culture deriving from cultural values and norms). [18] From these approaches result the multidimensional, integrative, conservative and complex character of culture. Along with the concept of culture, there are also those of subculture and contra-culture.

1.Subculture Concept

The subculture represents an ensemble of symbols, norms, values, etc. specific to a group that gives it its identity and distinguishes it from the other groups. It is based either on the ethnic heritage (that of the Roma), or on the economic situation of the group (that of the ghettos poor), whether it belongs to a particular region (that of the motzilor - population living in the north-west part of Romania) or to a certain professional guild (that of the scientists or neighborhood martyrs etc.), the cultural mosaic being a factor in the enrichment of society (but also a harmful element of it, which can erode the national culture).

Contra-cultures are, in turn, those values, norms, symbols, ways of life, etc. placed in opposition to what the dominant culture of society means, their followers (groups of delinquents, satanic sects, anarchist groups etc.) reject at least some of its behavioral patterns. Examples of counter-criticism would be the "hippie" movement of the 1960s and 1970s (which defied America's fundamental values of individualism, competition, and material welfare), the Ku Klux Klan organization in the US or the Muslim Brotherhood in Egypt. Their emergence indicates a number of social woes and feelings of frustration among certain social categories, and their extension may have dysfunctional effects in society, which is why they are often considered unacceptable. [19]

In a synthetic approach, the essential components of culture would be: material and spiritual culture.

2. The Material Culture

The material culture is the component of the culture that refers to the totality of the goods and the production skills existing on a certain stage of the development of the society, [4] the system of material achievements (settlements, dwellings, crafts, clothing, weapons, food, jewelry, transport and communications, other architectural structures etc.) of a human collectivity, and how they are used to gain personal or collective benefits. It is an essential part of life that is constantly changing and improving in line with the development of society, its elements being transmitted from one generation to the next or without changes (paintings, books) or with essential structural changes (automobiles, planes), while others are fashionable for some time, then disappear.

3. The Spiritual Culture

It is the second basic component of culture that includes: symbols and language, signs, mimics and gestures, religion, values and attitudes, habits, customs, morals, norms, social organization, aesthetics, education, etc. As already mentioned, it is often considered to be true culture.

Symbols and language, as means of communication, are the essential components of culture (spiritual). Living not only in a physical universe, but also in a symbolic symbol, signs and symbols are the elements without which people can no longer see or know anything from the objective reality, the culture itself being reduced to an ensemble of samplings and symbols - its transmission by communicating them.

The symbol is defined as something that signifies something other than it is, as an arbitrarily created representation (gestures, words, objects, visual images), which is understood by social consensus. For example, the flag of a state is not just a piece of colored cloth and drawn in a certain way, but the symbol of a nation and society, with its history, territory, riches, traditions and customs.

4.Language

Language (spoken and written) is the most important component of social symbolism, as well as the most important element of culture. Being the most important means of communication, it is also the most important means of socializing, as well as a true mirror of culture. There are cases where a language is common to several countries, but also cases of linguistic interference in the same country or the coexistence of the official language with several native languages; this component of culture must be approached in a complex manner in substantiating international marketing strategies. On this level, the tongue helps the marketer communicate directly with his interlocutors, understand the way they think and act, identify the possible psychological barriers that he or she has to overcome or overcome, better emphasize their qualities negotiator, to value their own higher offer. In addition, the contracts, the documents accompanying the tenders (financial-accounting documents, instructions for use, guarantee certificates, etc.), advertising messages, technical and financial correspondence etc., must be drafted and transmitted on the language of the clients on the external market concerned.

Especially due to the fact that in the world of international business it is recommended to "speak your client's language", marketers should know, for example, that three different forms of addressing are used in Japanese: one in relation to superiors, one in relations with colleagues those of the same rank) and another to the subordinates. There are also gender-specific addressing alternatives. In contrast, Latin languages have two forms of addressing (personal and polite), in English, the same form of pronouns in the second person, both singular and plural, is used in Spanish you are addressing someone politely not to the second person, but to the third, and in Hungarian (which does not have gender) I address you to both men and women.

Then the very meaning of the same word in different languages can lead to confusion or blur of understanding or expression in business. For example, when a Japanese consumer states that a certain item "likes" it means that he admits that the commodity "likes a lot" or even "very much". On the other hand, if the Dutch says he "likes" it means that he actually admits that the commodity in question is "pretty good" - and no more. But that does not necessarily mean that the merchandise enjoys a better appreciation in Japan than in the Netherlands. [2], [3] So, far from being a sum of words and linguistic expressions, the language of a people is a way of understanding the culture of the people who speak it, expressing the basic thinking, that is, the essence of it.

Taking on body language, mimics and gestures also fulfill the same role of social (nonverbal) symbols, revealing joy or sadness, surprise, despair of anger etc., the experiments carried out concluding that the total impact of a message is in proportion only 7% verbal, the rest being vocal (38%) and facial (55%).

For the international marketer it is also important that one and the same gesture can have different meanings for different cultured people. For example, the gesture of holding your thumbs upright for Americans has the meaning of OK, for the French that someone is a zero, for Turks and Greeks he is offensive, leading to homosexuality, and in some Middle Eastern countries it means "the evil eye." Also, if the gesture of removing language is generally interpreted as totally rude, in Tibet it is considered a sign of respect.

The "V" sign, which means "victory" to Europeans and Americans, if it is done with your palm against you, the British will be extremely offensive (being the equivalent of the offensive sign made with the middle thumb pointing up).

The hand with which the various things are offered is also important: in the Indians it must be the right one (the left being considered as dirty) and in Japan a gift must be offered with both hands (in order not to be a offensive gesture).

Items that can not be given a gift differ from one country to another. The Dutch do not like the sharp gifts (such as knives or penknives), even if they wear the very expensive jewels, considering them bad luck. Watches or flowers are associated with death and funeral by the Chinese. Although the Russians like flowers, they do not have to be yellow (which means deception, disappointment and even separation), and red carnations are taken by them only to the graveyard and to funerals. The same meaning is given by chrysanthemums in Italy, Belgium, France or Spain, but they are agreed in the Eastern countries. On the other hand, the women of Peru, if you give them flowers in the gift, they believe you stingy and lacking manners.

If in the world, women are free to dress in shorts and trousers, in Muslim countries tourists are forced to cover their body and legs, and women also wear a veil on their heads (more so in mosques - where, in addition, do not enter shoes). [20]

In addition, the international marketing specialist needs to know that gestures (such as those that are overly kind or polite) can also be used to manipulate individuals, in order to get some favored favors. Hand movements brought to the front are the basic form of human deception gestures. So are the gestures of covering the mouth or wiping an eye with a finger (who want to conceal the lie).

If gestural language, together with the verbal, makes richer and more subtle communication, it should not be neglected that nonverbal language can generate confusion and even conflicts. In interpersonal communication, abusive use of gesture language is, if not contra-indicated, at least unjustified, compromising the possibility of effective communication.

5.Values and Attitudes

Values and attitudes are elements specific to each culture that, making people differ from one another.

Value is "the appropriation of things, facts, ideas, phenomena to meet social needs and the ideals generated by them", "the property of what is good, desirable and important" [21] according to the socially shared criterion of satisfying a need or an ideal, often being understood as a social relationship

A value does not have the same meaning in all societies, as not all individuals in the same society accept a certain value. If the Germans, for example, appreciate their work in a particular way, and the Roma do not, it does not mean that all Germans are killing after work or that all Roma are overstepping it. At the same time, values are not always in consensus, sometimes they may be contradictory, conflicting with one another. In every society there are value conflicts ", differing only in their degree of acceptance and ways of extinction. As a rule, totalitarian regimes ignore or deny them, and democratic societies accept them, striving for resolution.

Values tend to influence attitudes and behavior, which the marketer must take into account.

Attitude is defined as "A kind of being or behaving (towards someone or something) representing a certain conception, behavior" [22], respectively "a state of mind that determines an individual to formulate a certain opinion or to act in a certain way in relation to a particular social object ", reflecting certain values as well as some evaluations of alternatives based on those values. Being a latent variable, it becomes visible only on the behavioral level, manifesting itself also through nonverbal communication (gestures, mimics, etc.). Forming within the relational systems in which the individual enters or interacts, visible attitudes become relationships, and the relation-attitude relationship makes the attitude be the vector of human relationships with the surrounding world. This makes its attitude not a simple state but a relatively stable motivation that prefigures the general way in which a person will react to different commodities, prices, sellers, advertising spots, etc. The external expression of attitude is opinion and action.

Generally, as personal or group choices (with pro or against, good or bad, positive or negative, etc.), attitudes are vectoring human behavior for certain purposes, being mental states (crystallized on the basis of previous experiences) the individual for one behavior or another.

In the same situation, two individuals may have different attitudes. For example, in relation to a drug advertisement, a person may remain indifferent (not trusting such advertisements), another will be even intrigued by it (considering it an indiscriminate means of manipulating naive patients), and another will find it very useful. Therefore, one and the same attitude can be associated with more possible behaviors depending on the context situation in which the person is involved. [23]

Knowing the essential characteristics of attitude involves identifying:

1) its direction or orientation affective towards the object (merchandise) or the given situation, which may be positive (positive, approaching) or unfavorable (negative, rejection);

2) the degree of intensity, expressing the gradations of the two segments of the axis of living (positive and negative, passing through neutral point 0).

When attitudes are in accordance with social norms, they become values.

The marketer must find solutions to harness the positive attitudes of consumers towards the company's offer and to remove the negative ones. For example, although music is a universal element in radio or television advertising, its style will highlight different attitudes (responses) of consumers in certain external markets. One and the same kind of music (say bosa nova or cha-cha-cha) can generate a very positive attitude towards the promotion promoted in Latin America, and an attitude of indifference (in Japan) or even rejection (in Libya).

Attitudes to foreign goods may also be very different from one country to another. While the American consumer can wake up in the morning at the alarm clock in the Republic of Korea, he can serve coffee from South America, drive a German car, serve a fast lunch at an Italian pizzeria, etc., the traditional Japanese consumer is very attached to domestic products. In order to convince him to replace them with foreign ones, they must offer him certain advantages (price or quality).

On the other hand, as a result of the expansion of multinationals, international travel and communications, a whole range of national attitudes (such as clothing, food, refreshments or colors) become universal, such as PEPSI, COCA-COLA, ADIDAS or LEVI STRAUSS selling all over the world.

6.Customs, Skills, Habits and Morals

Customs, skills, habits and morals are components of the cultural environment with similar meanings, which may indicate great cultural differences between foreign markets.

Custom is defined as: an "individual skill gained by frequent and long repetition of the same action"; a "particular way of wearing or doing something"; a "traditional way of behaving characteristic of a people, a social group". It is also regarded as "a rule of conduct that spontaneously forms as a result of its repeated application in a relatively long period of time in a human collectivity" [24] and may take the form of customs, traditions or practices moral, religious, etc. According to Explanatory Dictionary, habit is defined (as habitual) as: "ease acquired over time in a profession, any profession; acquiring sound knowledge in a field through learning or organized, systematic practice; common practice in any occupation " [25].

The habit has a similar content, defining itself as: "1) acquired with time, through practice, and became a characteristic feature; 2) skill acquired by repeating the same action" [26]. Moral has a sense that derives, most of the time, from habit or skill, Explanatory Dictionary defining it as such: "The totality of habits and habits of a people, of a social group or of a person; moral conduct, morality" [27]. Although it has a much wider content and even a positive connotation (of moral conduct), both in the current and the specialized language, it is often confused with the mischief, defined as "habit, bad habits; flaw, vice, chaos, poverty" [28], which falls into the category of evil morals.

Knowing habits, traditions, habitual habits and customs (including nuggets) that are specific to certain markets are the prerequisite for capitalizing on them in the interest of those who target them, and the possibility of avoiding errors or mistakes about them. Such knowledge is indispensable in establishing the design of products and packaging, in negotiating international affairs, in setting promotional policies and messages, business protocols, PR modalities, etc.

For many goods (food and beverages, clothes, gifts, etc.), the consumption behavior of people of different nations and cultures is visibly influenced by these elements. For example, a Dutch tradition is to give gifts and congratulate, on a birthday day, not only the one in question, but also all the relatives who take part in the party. Also in this country, eating light drugs is seen as something ordinary (and not a bad thing), while in the Philippines this is considered a death sin. In South Korea, it is a great blunder to write in red the name of a living person, red being associated here with mourning. If in Europe the punctuality of business meetings is mandatory, in Venezuela this is not well seen. On the contrary, in order not to be considered too greedy, too hasty or too rigid, it is customary to delay at least 10-15 minutes.

Habits about cooking and coffee consumption are also very different from country to country. In countries like Finland, Denmark or Sweden, where coffee consumption is high, special attention is paid to its provenance and variety, preferring less roasted coffee and "long" espresso instead of short. Then, if drinking in the South of Europe is a social ritual recommended immediately after eating, in Central and Northern Europe it is consumed at home or in the city alone or with friends in the morning or afternoon as a dessert, etc.). The variety is also appreciated in the US, where consumers often experience different coffee blends from different countries and with different roasting degrees. Here, as in Europe, coffee is often consumed even on the street, being picked up from vending machines.

On the other hand, in Greece, people do not have the habit of colliding glasses if they do not have alcohol in them, and this is considered as a bad sign. In Russia, you have to take into account the habit of drinking only dry water, and refusing to drink a glass of alcohol offered by a native is a very offensive gesture. In Italy, it is widespread that only wine and water (and not beer or juice) is served at mealtimes, and in Egypt it is completely out of the ordinary to pour one drink into the glass. You have to wait for the person next to you to do this. The same thing you have to do with that person (when you see that he no longer has a drink in the glass) [28].

Then, the Japanese's habit of cooking monkey brains, Vietnamese to eat dog food, or the Thai diet to serve culinary dishes from various larvae are regarded by Europeans as big bizarre.

The rules to be taken into account in international marketing are defined as rules, provisions, etc. mandatory, legally or by use, recognized as mandatory or advisable. [29] They must be taken into account in the establishment of all international marketing strategies.

Social organization can be defined as a "system of roles and social institutions, behavioral patterns, means of action and social control that meet the needs of a community, coordinate the actions of its members, regulate their relations and ensure stability and cohesion collectively "and" a set of means by which communities, groups and societies maintain their balance and ensure their functioning." [30]

In other words, it refers to how people are linked to each other, to what is different from a classroom or social blanket to another. Its specific elements are:

* family (social organization based on kinship) - venerated (even differently) in most cultures around the world;

* the common territory - the neighborhood, the suburbs, the city or even (in many countries in Africa, South America and Asia) the tribes;

* special interest groups (such as clans and even mafia groups);

* other types of social organization: castles or class groups, age-based groups; feminist groups etc.

Each of these social groups requires different international marketing approaches.

7. Aesthetics

Aesthetics refers to "a set of problems concerning the essence of art, its relation to reality, to the method of artistic creation, to the criteria and genres of art" (40), respectively to the ideas of a culture regarding the beautiful and good taste expressed in arts (music, theater, dance, painting, sculpture etc.).

In international marketing, aesthetics proves to be a way of involving art in the intimate structure of products, their design and packaging, consumer behavior, taste sociology, etc. Art is, in this context, the psychological support indispensable to contemporary production. Thanks to art, the modern maker will be able to perfect his imagination, spirit of initiative, sense of aesthetic taste, and through this the consumer will be able to improve his system of aesthetic requirements in relation to every good achieved under the influence of local or national traditions. At their confluence, marketers are decisively involved, requiring aesthetic skills to be able to select the goods as rigorously as possible in terms of aesthetic properties compatible with both world and national standards. In order to meet the needs of consumers according to their tastes and at the same time to provide products that help to educate the taste, close collaboration between marketers and artists (especially designers) is required, all the more so since the practice has proved that a the appreciable volume of modern economic activities depends not on the technical performance of the product or the efficiency with which it is produced, but on the artistic quality of the design. Even more, the extension of the collaboration is supported by the idea that the possibilities of satisfaction provided by the artistic development are certainly more numerous than those offered by the technical development.

The imperatives of competition, always too harsh, the globalization of markets, the evolution of technologies and lifestyles, force companies to constantly adapt their strategies and products to the demands of ever more accelerated changes. Today, more and more managers realize that they can substantially improve their competitive strength by adopting aesthetics in the international conception of the enterprise.

As a fundamental part of the process that provides goods and services, aesthetics (through design) is an essential component of material culture. It is the basis for the success of many international businesses. Danish and Finnish furniture, for example, owes its current fame not to technical qualities but to artistic values, and Italian products excel not by technical but by appearance.

The aesthetics of goods, not just fashionable clothing or luxury cars, is becoming an important asset in the competitive struggle every day. More and more current products show that they can not and should not only be useful but also beautiful, as marketers put their hopes in the aesthetics of selling, presenting and promoting them, as well as in the whole modern commercial activity [31].

8. Education

Education is the component of culture that brings together all its other elements, defined as: "The fundamental social phenomenon of transmitting the life experience of adult generations and culture to generations of children and young people, empowering them to integrate into society"; "Process of systematic (and organized) influence on the formation and development of intellectual, moral, physical attributes, etc. ... of the people or of the human collectivities ... " Etymologically, the word education has its origins in Latin education (meaning "feeding", "caring for", "increasing"), respectively in Latin education which translates to "lead," "to lead," to "pull out"). It takes place (and is done) first in the family, then in school (in the process of education), continuing in the workplace and in society (in everyday life).

Education can be viewed [16]:

* as a process - the positive and long-term transformation of the mane;

* as a managerial act - directing the evolution of the individual towards the stage of a person formed, autonomous and responsible;

* as social action - the planned activity that takes place on the basis of a social project that carries a personality model;

* as human interrelation - joint effort between educator and educated;

* as an ensemble of influences - deliberate actions or not that contribute to the formation of man.

The country that has the most effective educational system in the world recently is South Korea. This is where students spend 14 hours a day at school, an exam lasts nine hours, the illiteracy rate is close to 0, and the price of a home is given by the reputation of the local schools. Japan, Singapore and Hong Kong are ranked the next, and Finland (the country with the best European education) is only fifth. Although it was once recognized for the quality of education, Romania is only ranked 32 out of 40 countries in this ranking, and year after year the ranking is changing for Romania and for its future [16].

Conclusions

Depending on the level of education, a country's population can be divided into five categories: illiterate; with elementary studies; with secondary education; with higher education (undergraduate, post-graduate and doctoral). From this point of view, there are big differences from one country to another. For example, in Japan, the share of illiterate people is about 1%, while in the US, this percentage stands at 10-15% (and those with higher education at about 20% - what in the marketing vision is translates to a high demand for books, magazines, shows, travel etc.).

References

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