Trevor Baylis Brands

International Marketing and Culture
What is the influence of culture on international marketing?
Culture is the way we do things here. Culture may refer to a country (national culture), a separate section of the community (subculture), or an organization (corporate culture). It is widely accepted that you are not born with a culture, and that we learn. Thus, culture includes everything that we learned in values and norms, customs and traditions, beliefs and religions, rituals and objects (ie, tangible symbols of a culture, such as Sydney Opera House or the Great Wall of China).
Therefore, international marketing must take into account the local culture of the country in which you want on the market.

Terpstra and Sarathy The cultural framework allows marketers to assess the cultural nature of an international market. It is very straight-forward, and uses eight categories in its analysis. The eight categories are language, religion, values and attitudes, education, social organizations, technology and material culture, law and politics and aesthetics.
Language
With a language should consider whether the national culture is essentially a culture high context or low context cultures (Hall and Hall, 1986). The concept refers to the balance between the verbal and nonverbal communication.
In a context of low culture is the emphasis of spoken communication to what is said is what he meant. Examples include Australia and the Netherlands.
In a context of high culture verbal communication tend not to be a direct message to what is said can not be what he means. Thus, with a high context culture meaning hidden culture must be considered, as does the body language. Examples of high context cultures are Japan and some Arab countries.
Religion
The nature and complexity of different religions an international marketing officer might encounter is quite diverse. The organization must ensure that their products and services are not offensive, illegal or offensive to the nation local. This includes marketing and branding.
In China in 2007 (which was the year of the pig) any advertising which included pictures of pigs has been banned. It was to maintain harmony with the Muslim population of the country of about 2%. The ban included pictures of sausages containing pork, and even advertising, which included an animation (cartoon) of pork.
In 2005, France's Catholic Church won an injunction to prohibit advertising of clothing (clothing designers Marithe and Francois Girbaud), according to Leonardo's Last Supper of Christ.
Values and Attitudes
The values and attitudes vary between nations and even vary within nations. So if you decided to take a product or service abroad make sure you have a good knowledge of the community before entering the market. This could mean modifying the promotional material or subtle messages of the brand. It may also be a problem in managing local employees. For example, among workers in France tend to take vacations for the entire month of August, while employees in the United States may take a few weeks of vacation in any one year.
In 2004, China has banned a television commercial showing U.S. basketball star LeBron James Nike in a battle with cartoon kung fu masters and two dragons, for he argued that the ad insults Chinese national dignity.
In 2006, the Australian Tourism has launched its advertising campaign entitled "So where the bloody hell are you?" In Britain. $ 130 million (U.S.) campaign has been banned by the British Advertising Standards Authority of UK. The campaign included all the standard icons of Australia such as beaches, deserts and coral reefs, as well as traditional symbols like the Opera House and Harbour Bridge in Sydney. The commentary said:
"We have.