Impact Of Culture On Global Marketing
This paper analyzes the international marketing activities under the influence of cultural environments on different markets. The marketing mix concerning product, distribution and communication policy is expanding its significance where cultural values are involved. As methodological approach the authors analyzed each marketing policy taking into account the cultural variable that mostly affect their meaning. Culture is by definition conservative and resists to changes. Therefore, culture change seems paradoxical. But this phenomenon exists. It is true that, normally, any change in any lifestyle initially encounters more resistance than acceptance. The degree of resistance to new ideas differs in some cases; the changes are fully and rapidly supported, in others resistance is so strong that acceptance will never occur.