1. DIFFERENT CULTURE
LEADS TO DIFFERENT
MARKETING AND
BUSINESS.
• Mushir Alam.
• SAP Id: 500035082
• Enrollment number: R740214003
• MBA International Business 2014-16
• College of Management & Economic
Studies, UPES (Dehradun)
Dissertation report Presentation

2. INTRODUCTION
• “Culture is the collective programming of the mind that distinguishes the members of one category
of people from those of another.” - Geert Hofstede.
• Marketing is a form of communication between you and your customers with the goal of selling your
product or service to them. Communicating the value of the product or service is a key aspect of
marketing.
• Cross – Culture marketing management leads to different type of marketing and business both
domestically and globally. Different culture leads to different marketing and business between two
or more regions, countries and nations beyond their political boundaries. Usually, marketers
undertake such tradition and culture for business and marketing aspect.
• Culture ‘s Impact On Marketing -:
• Segmentation.
• Demographic Study.
• Note -: Culture Marketing -: A specific type of culture marketing that is geared towards promoting
a message to a a certain group of potential purchasers from a particular culture or demographic.

3. CONTENTS -:
• Literature Review
• Finding
• Objective
• Research Methodology.
• Analysis.
• Conclusion
• References.

4. Literature Review -: Finding -:
1) Why Do Brands Cause Trouble? A Dialectical Theory
of Consumer Culture and Branding. (Douglas B. Holt)
Journal of Consumer Research
Vol. 29, No. 1 (June 2002),
Published by: Oxford University Press
Stable URL: http://www.jstor.org/stable/10.1086/339922
1) Impact on the Human Nature /Anti –Brand
sentiment of the Western culture and other
countries.
2) Social Phenomena
3) Cultural Ethnographic.
4) Teenage Preference
5) Customer Action
2) What Impact Does Culture Have on Market Strategy
and Segmentation?
By Stan Mack, A business writer specializing in
finance, business ethics and human resources. His
work has appeared inthe online editions of the
"Houston Chronicle" and "USA Today," among other
outlets. Mack studied philosophy and economics at the
University of Memphis
1) Segmentation Of Market.
2) Selling power per dollar spent on marketing.
3) Market Potential Targeting The teenagers.
4) Street Promotion.
3) When Does Culture Matter in Marketing?
Research that explores the circumstances under which
culture influences consumer purchasing
decisions. Regarding "Welch's grape juice”(Between
Asian –American and Anglo -Amercan )
November 1, 2005 | by Alice LaPlante
1) Global Marketing.
2) Cultural Difference in International Marketing.
3) Culture Vs. Personal Knowledge.
4) Consumer Judgment.

5. Literature Review -: Finding -:
4) What Impact Does Culture Have on Market
Strategy and Segmentation?
By George Boykin, Demand Media
1) Culture is a pervasive descriptor that helps to define
market segments.
2) Culture is to market segments as market
segments are to marketing strategies.
3)Culture influences Consumer Behavior.
5) The role of culture and purchase motivation in
service encounter evaluations.
Authors (Jan‐Benedict E. M. Steenkamp) (Tilburg
University, The Netherlands)
Citation -: Jan‐Benedict E. M. Steenkamp, (2001) "The
role of national culture in international marketing
research",
International Marketing Review, Vol. 18 Iss: 1, pp.30
44)
1) Role of culture and purchase motivation in
influencing
consumers’ evaluations of services.
2) Contrast Asian and Western travelers.
3)Culture‐based biases in the evaluation process might
depend on the consumers’ purchase related
goals.
4) The Ritz‐ Carlton hotel advertisements in Asia
emphasize respect for tradition and wisdom even as the
hotel embraces the future
5) To summarize, Western and Asian cultures exhibit
dichotomies in two basic dimensions:
1. (1) communication context; and
2. (2) power distance.

6. Literature Review -: Finding -:
6) The Changing Role of Marketing in the Corporation.
Frederick E. Webster, Jr.
Journal of Marketing
Vol. 56, No. 4 (Oct., 1992), pp. 117
1)Culture Influence on Partnership and Business.
2) Impact On Buyer Seller Relationship.
3) Impact On M&A / Acquisition / Corporate Culture
7)The Influence of Culture on marketing and
advertisement to multi cultural consumer.
By Neelen Leslie (Florida State University)
1)Culture’s Influence in Marketing to the multicultural
consumer.
2)Americanization
8) The role of national culture in international
marketing research.
Author(s) - Jan‐Benedict E. M. Steenkamp (Tilburg
University, The Netherlands)
Citation - Jan‐Benedict E. M. Steenkamp, (2001) "The
role of national culture in international marketing
research",
International Marketing Review, Vol. 18 Iss: 1, pp.30 44
1)Role Of National Culture in Marketing.
2) Relationship between the individual and the group;
2. Social inequality;
3. Social implications of gender (Masculine and
Feminine)
9) The Effect of a Market Orientation on Business
Profitability.
John C. Narver and Stanley F. Slater
Journal of Marketing
Vol. 54, No. 4 (Oct., 1990), pp. 2035
1)Impact of culture on Business Profitability.
2)Culture Influences Business Performance.

7. Literature Review -: Finding -:
6) The Changing Role of Marketing in the Corporation.
Frederick E. Webster, Jr.
Journal of Marketing
Vol. 56, No. 4 (Oct., 1992), pp. 117
1)Culture Influence on Partnership and Business.
2) Impact On Buyer Seller Relationship.
3) Impact On M&A / Acquisition / Corporate Culture
7)The Influence of Culture on marketing and
advertisement to multi cultural consumer.
By Neelen Leslie (Florida State University)
1)Culture’s Influence in Marketing to the multicultural
consumer.
2)Americanization
8) The role of national culture in international
marketing research.
Author(s) - Jan‐Benedict E. M. Steenkamp (Tilburg
University, The Netherlands)
Citation - Jan‐Benedict E. M. Steenkamp, (2001) "The
role of national culture in international marketing
research",
International Marketing Review, Vol. 18 Iss: 1, pp.30 44
1)Role Of National Culture in Marketing.
2) Relationship between the individual and the group;
2. Social inequality;
3. Social implications of gender (Masculine and
Feminine)
9) The Effect of a Market Orientation on Business
Profitability.
John C. Narver and Stanley F. Slater
Journal of Marketing
Vol. 54, No. 4 (Oct., 1990), pp. 2035
1)Impact of culture on Business Profitability.
2)Culture Influences Business Performance.

8. FINDING / OBJECTIVE -:
• ) Culture leads To Product diversification.
• 2) Variation in Demand and Supply of the Product At a global level.
• 3) Consumer Response – Due To Advertisement.
• 4) Impact on Supply Chain –Buyer and seller network has a variation due to culture.
• 5) Relationship Building – Between Workers, management, customers and commodities.
• 6) Brand Variation – In Retail Market.
• 7) Standardization of Product
• 8) Psychology and the customer behavior.
• 9) Competitive advantage for marketers and customers – Business Building.
• 10) Thought Process – Both customer and marketer.
• Note -: Cannibalism is Also a part of culture.

9. RESEARCH METHODOLOGY -:
• Primary Research -:
• Primary research (or field research) -Primary research includes: surveys direct observations interviews and focus groups that are developed and
conducted by you or your researcher.
•
• Secondary research -:
• Secondary research (or desk research) gathers existing information through available sources. Secondary research examples include: information on the
internet existing market research results existing data from your own stock lists and customer database information from agencies such as industry
bodies, government agencies, libraries and local councils.
•
• Quantitative research -:
• Quantitative research gathers numerical data. Quantitative research includes:
• Surveys on customer return frequency
• Sales figures
• Industry product sales numbers
• Online or phone questionnaires
• Social Networking
• Qualitative research -:
• Qualitative research gathers views and attitudes. It includes:
• Focus groups with customers and potential customers to understand their feelings and attitudes towards your products and services formal and informal
conversations with customers about their satisfaction

10. Muslim Non -Muslim Western Culture/Americanization
Income Level – 500000INR Income Level – 500000INR Income Level – 500000INR
Pork (Food) – Adaptability 0%
Beef (Food ) Adaptability 50 %
{Health Issue} and occasionally.
Beef (Food) – A Kind Of.
Pork (Food) –Occasionally and
health Issue
Beef (Food) – A Kind Of.
Pork (Food) –Occasionally and
health Issue.
Alcohol (Beverage) – Adaptability
0%
Depends on occasion - 10 %
Alcohol (Beverage)Adaptability -
Yes
Health Issue – 50 %
Occasionally – 90 %
Alcohol (Beverage)Adaptability -
Yes
Health Issue – 30%
Occasionally – 96%
Abaya (Dress) – Yes
Sindoor - No
Sindoor (Tradition) Hindus – Yes
Christians – As A fashion.
Abaya (Dress) – Occasionally
Sindoor – Occasionally
Christians use Sindoor as a Fashion.
Abortion (Medical ) – Totally Banned Abortion (Medical) – As Per Law .
Ex – Four Countries in Latin
America (Chile Dominican Republic ,
El Salvador and Nicaragua)
Depends But Not Banned

11. Middle East (Islamic Countries) Non -Muslim Countries Having Western
Culture/Americanization
Women Employment- Very Less or
not In Middle East (Saudi Arabia)
Follow “Sharia” (Islamic Law)
Women Employment- Much or
equality to Men Or Women in
western countries
Women Employment- Depends On
the Qualification /Or equality
Business Negotiation- Much
Participation Om Male in compare
to Women
Business Negotiation- Much or
equality to Men Or Women in
western countries
Business Negotiation- Equality
Between Men And Women /Depends
On Qualification.
Social Responsibility- Much to male
in Middle East countries
Social Responsibility- Much or
equality to Men Or Women in
western countries
Social Responsibility- Equality
Between Men And Women /Depends
On Qualification.

12. CONCLUSION /SUGGESTION -:
• Consumer Perception.
• Service Quality.
• Demand And Supply.
• Manufacturing on the Basis Of Consumer Demand And Culture.
• Business Negotiation is affected.
• Culture Is Affecting the Marketer at both domestic and global level, even the customer
demand and supply.

13. REFERENCES -:
• slideshare.com
• womenonwaves.org
• google.com
• abortion- clinics.eu/abortion-europe
• wikepedia.com
• scribd.com
• facebook.com
• managmentparadise.com
• American marketing Association
• http://www.jstor.org/stable/10.1086/339922
• saudiaramco.com
• John C. Narver and Stanley F. Slater / Journal of Marketing

14. Think About Culture Before Marketing
Thank you