INTERNATIONAL

MARKETING
MARK 40063
Jomar E. Pineda
Instructor

1st Semester 2022-2023

TOPIC 2: CULTURE
AND ITS IMPACT ON
INTERNATIONAL
MARKETING
ACTIVITIES
LEARNING OBJECTIVES
After the completion of this topic, the students will be able
to demonstrate and comprehend the mastery of the
following:
International marketing as a form of Management
Activities.
Listing of activities and foreign market distinction from
domestic in terms of behavior, culture, currencies, and etc.
CULTURE AND ITS IMPACT ON
INTERNATIONAL MARKETING
ACTIVITIES
Culture includes material and non-material elements,
values, and attitudes, which creates “behaviour fields” that
are specific for particular groups of people. Since their
birth, children gradually gain their own set of values,
knowledge, preferences and behaviour manners from their
parents.
THREE CHARACTERISTICS OF
CULTURE
1. It is Learned
2. It is Interrelated
3. It is Shared
ELEMENTS OF CULTURE
The manner in which people consume, the
priority of needs and the wants they attempt to
satisfy, and the manner in which they satisfy
them are functions of their culture that temper,
mold, and dictate their style of living.
TECHNOLOGY AND
MATERIAL CULTURE
The tools and techniques of production, the
types of technology, the level of technological
advancement and the physical attributes of a
society are what we call material culture.
LANGUAGE
Language is the most obvious and easily
identifiable difference between cultures, and it
reflects the nature and values of a particular culture.
Elements of Language
1. The Verbal language
2. Non-verbal language
LANGUAGE
AESTHETICS
Aesthetics refer to the ideas in a culture
concerning beauty and good taste as expressed
in the art, drama or dancing and the particular
appreciation of color, form and as well as it
affects to differences in design, colors,
packaging, brand names and media messages.
EDUCATION
Education is more than simply going to school
or getting a degree. Education relates to the
process of transmitting skills, ideas, attitudes,
values, and training people in these areas where
new skills, ideas and attitudes arise.
RELIGION
Religious beliefs play a significant part in
sculpting social behaviour.
ATTITUDES AND VALUES
Values are enduring beliefs that a certain role of
conduct is socially appropriate or preferable to
another mode of conduct.
Attitudes are actually linked to values. Attitudes
are always precursors of human behaviour and
so it is essential that research is done carefully
on these
SOCIAL ORGANIZATION
Social organizations include family, educational
providers, political parties, and social
organizations.
INTERNATIONAL MARKETING
AS A FORM OF MANAGEMENT
ACTIVITIES
Therefore, any definition of the international marketing provides that
the firm which realizes the international marketing should:
to reveal expediency and to define possibility of an exit to the foreign
markets;
to know real requirements in the target markets in the goods which
are offered;
to direct all the activity on satisfaction of certain requirements;
thanks to satisfaction of specific needs to provide receiving
acceptable profit if it is a question of commercial structure.