Marketing Marketing

Marketing

Question 1:

International marketing can be defined as a company's activities in the markets of foreign countries. International marketing can be considered as an important factor toward company's growth and a survival factor. All the companies have different set of objective and marketing strategy selection (Brenkert, 1997) (Brenkert, 1997).

The basic forms of access to foreign markets: export, direct investment, joint ventures, franchising, licensing, establishment of branches of the parent company abroad, transfer of know-how (Brenkert, 1997) (Brenkert, 1997).

When company focuses on a specific market then they develop related marketing strategy for that region. While doing market research, culture is taken as an important aspect of it.

Culture can be defined as a pattern of behavior and the way that people thinks. Culture varies from country to country. In another way it can be defined as the way people communicate to each other, their dressing, and language.

Cropf (2008) state Hofstede's cultural dimensions typology has been one of the most important theoretical frameworks in cross-cultural marketing and advertising research. Despite its limitations, marketing and advertising researchers have proven its applicability in these fields.

Examining work-related behavior of IBM employees from 53 countries Geert Hofstede found four major cultural dimensions: power distance, individualism, masculinity, and uncertainty avoidance (1980). Later on, after Chinese scholars surveyed student behavior in 24 countries, another dimension, long-term orientation was added to Hofstede's paradigm. By analyzing the variance of these five different value orientations, we can compare different cultures using a common model of approach. The cultural dimensions developed by Hofstede were validated in the last decades by more than 200 studies worldwide. The most recent successful replication was that of Merrit who applied Hofstede's dimensions on modern airline pilots. Merrit analyses of the questionnaires completed by the pilots successfully replicated the individualism, power distance, masculinity, and uncertainty avoidance ...