The strategy of unplanned change consists of introducing an innovation and then waiting for an eventful cultural change that will permit the culture to accept the innovation.
This statement emphasizes the point that markets evolve out of the interrelationship of three major factors. The resistance varies inversely with the interest a society has in the change. Marketers can expect resistance to their products, with greater resistance to those products with the greatest deviation from the cultural norm or status quo.
This procedure will often give you the intuition which is necessary for success. The essence of unplanned change lies in the fact that the marketer does nothing to accelerate or help to bring about the necessary change where the marketer deliberately sets about to overcome resistance and to cause change that will accelerate the rate of adoption of his product or innovation.
The latter is not always possible, and it may be expedient to hire natives who speak your tongue and their own. Whatever the degree of acceptance and whatever level of culture, the use of something new is the beginning of cultural change and the marketer becomes a change agent.
Culture is pervasive in all marketing activities— in pricing, promotion, channels of distribution, product, packaging, and styling 2. This statement is important because it emphasizes the fact that the marketer is not a passive influence in a culture and that, while the marketer attempts to react to cultural demands, in so doing the marketer also influences cultural change.
Resistance to cultural change will affect new product introduction in the respect that the greatest resistance will confront products which are farthest from the status quo, but this resistance can be lowered by gaining public interest. Lowering resistance in this situation means shortening the duration of the resistance.
The culturally congruent strategy involves marketing products similar to ones already on the market in a manner as congruent as possible with existing cultural norms, thereby minimizing resistance. A strategy of planned change means deliberately setting out to change those aspects of a culture most likely to offer resistance to predetermined marketing goals.
Understanding troublesome problems caused by language in foreign market: Domestic marketing is subject to the same resistance to change.
A successful marketer must be a student of culture. Marketers are constantly in the process of adjusting their efforts to cultural demands of the market, but they are also agents of change whenever the product or idea being marketed is innovative. Universal aspects of the cultural environment represent opportunities to standardize elements of a marketing program 4.
Examples of this resistance in the domestic market are the introduction of contact lenses and using motorcycles as an acceptable means of recreation. Working women in Masculine societies like Saudi Arabia 2. Understanding culture can determine success or failure in international marketing 3.
A marketer can obtain cultural empathy by studying the culture and living with it. Examples of cultures that resist change:International Marketing. 15th edition Chapter 4 Cultural Dynamics in Assessing global Markets Philip R. Cateora, Mary C. Gilly, and John L. Graham.
15/09/ 3 Three Definitions of Culture Culture is the sum of the “values, rituals, symbols, beliefs, and thought processes that are learned, shared. Doing research in a foreign country has many more challenges than simply using a different language. This lesson looks at how cultural differences.
ASSESSING GLOBAL MARKET OPPORTUNITIES Global Market Opportunity Global market opportunity refers to favourable combination of circumstances, locations, or timing that offer prospects for exporting, investing, sourcing, or partnering in foreign markets. Start studying Chapter 4: Cultural Dynamics in Assessing Global Markets.
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