You are on page 1of 3

Is Culture Pervasive In All

Marketing Activities??
Culture is very influential in all marketing activities because culture works as a pass for any new thing in the
form of product or simply an idea to enter into a society.
To effectively understand this argument firstly we need to know what culture is.
According to different definitions;

Culture is the systems of knowledge shared by a relatively large group of people.

Culture is communication, communication is culture.

Culture in its broadest sense is cultivated behavior; that is the totality of a person's learned,
accumulated experience which is socially transmitted, or more briefly, behavior through social

A culture is a way of life of a group of people--the behaviors, beliefs, values, and symbols that they
accept, generally without thinking about them, and that are passed along by communication and
imitation from one generation to the next.

Collectively culture is a set of norms, values and believes which are the construct of any society.

Factors included:


Factors being effected:

Work / Occupation
Leisure / Way of living.

This piece of writing is purely an intellectual property of Sohaib Hussnain. The copyrights are reserved.

Impact of Factors Effecting and Under Effect of Any Culture:

Starting from the Language, it is the medium of communication among human beings.
Different languages are used in different regions of the world. Now for marketing a product
across a nation good understanding of the language spoken in that nation / region is
necessary. As the conflict in the meanings of the similar words in different languages can
easily occur. So while we are naming our brand which is being planned to go international,
the name of the brand must not have any conflicting / bad meaning in any other famous

Religion is the most important thing in any culture as it is the unchallengeable belief of the
So if we are introducing our product in a new culture, we must study the religion of that
culture so that we dont humiliate the sacred believes of the people belonging to that
religion and culture.

For example the toothbrushes in all Islamic countries are made of halal Fibers While in most
of the non-Muslim countries it is made of the Pigs Hairs because the Pig is considered as
Haram in Islamic culture.
Other Factors as Family, History and Geography have a high value in marketing activities.
Family system in different nations is different. Some cultures have family system centralized
while some Individualistic so while launching different products across a culture we must
focus the kind of family system in that culture.
For example in combined / centralized family system products in larger packing would be
preferred while in individualistic culture products must be made considering small number of
people in the house / family.
Geographical location is also very important factor in marketing a product as the weather
and atmosphere of a specific location can highly effect the usage of a product.
For example cold cream will never be sold in a hot region.

This piece of writing is purely an intellectual property of Sohaib Hussnain. The copyrights are reserved.

Other Factors:
Education of people highly effects the choices of the people.consider the clothing style
as example.
Work or occupation creates a high distinction in the way of living of different people.The
home decoration of a Doctors house and an Engineers house will be way different.

All the marketing activities including the product, place, pricing and promotion are
done considering the Cultural Factors.

This piece of writing is purely an intellectual property of Sohaib Hussnain. The copyrights are reserved.