Global market Flashcards Essay Example

image. It is important to recognize that different cultures require different approaches. Both high context cultures and low context cultures should be treated differently when it comes to advertisements. In high context cultures, emotional appeals are more effective in showing that the brand is pleasing to them. Conversely, low context cultures respond better to advertisements that directly highlight the benefits of the brand.

Advantages of standardization of advertisement: Following a standardized advertising approach offers several advantagesGlobal advertising strategies offer several advantages for both private and non-public companies. The primary advantage is the reduction in investment required, as companies aim to lower expenses by implementing a global advertising strategy (Buzzell, 1968; Kaynak, 1989). This involves creating and rotating the same idea worldwide.

Another advantage is maintaining consistent consumer interactions through the establishment of a uniform global brand image. This helps build product reliability, especially for customers who travel to different countries (Buzzell, 1968; Peebles, 1989).

Additionally, the reuse of successful ideas is another important advantage. Lastly, global advertising strategy provides simplified planning and coordination for companies (Buzzell, 1968; Mooij, 1994; Sorenson & Wiechmann, 1975).

However, there are also disadvantages to global advertising. One issue is the challenge of maintaining a uniform advertising approach due to cultural differences in traditions, language, and lifestyle (Buzzell, 1968; Mooij, 1994). Language barriers are another obstacle in universal advertising. Some markets require localized advertising for effective penetration (Peebles,
1989).

In certain situations where applicable marketing campaigns vary from other strategies that exist currentlyThe following situations are included:

In all of the above situations, product reliability is highly

important. For example, Marks ;Spencer, which is highly reputable in the UK, enters the Asian market with the same brand promotions as in the UK. This creates consumer expectations about its performance and products being similar to those in the UK. Coca Cola follows a similar approach, maintaining a consistent promotional campaign worldwide with some local variations. Therefore, global advertising of goods often has a significant impact on consumers.

STRATEGY ENHANCEMENT: -

Apart from standardizing advertising, there are additional aspects associated with it:

• Local law adaptation: Laws vary from country to country. For example, driving regulations differ between many countries.

The advertisement offers the same model and additional services tailored to the specific country, taking into account language, culture, and local lifestyle.For example,cars launched in Japan,the UK,and other countries with right-hand drive regulations are provided with localization of the product.Language and culture play a significant role as they directly impact the consumer.

having a global advertising strategy is crucial for achieving brand uniformity.The text discusses the advantages and drawbacks of standardization in international marketing strategies. The advantages include low cost, resource reuse, worldwide uniform brand image, easy customer reliability, easy market capture, and consistency in advertising practices. However, there are also certain drawbacks to standardization. These include differences in consumer demands and usage patterns in different regions, cultural and ideational differences that may harm product promotion, the potential for advertising modification to be interpreted differently across cultures and languages, restrictions imposed by diverse political, social, and governance laws that may limit advertising opportunities, as well as the maintenance of advertising uniformity. The effectiveness of planetary advertisement compared to international advertisement strategy varies depending on market culture and demands. It cannot definitively be said that one is better than the other.

REFERENCES:
- Jain, Subhash C. 1989 "Standardization of International Marketing Strategy: Research Hypothesis" journal of marketing.
- International marketing: modern and classic papers, vol II
- Stanley J Paliwoda & John K. Ryans Jr.
- James R. Ogden 1992 "The essentials of Advertising".
- Day George S (1994) "The Capabilities of Market-Driven Organizations," Journal of Marketing
- Prahalad CK And Yves L Doz (1987) The Multi-national Mission.New York: the Free Press.
- Buzzell RD (1968), Can you standardized multinational marketing?Harvard Business Review
- Elinder E (1961).The text explores the extent of international advertising and discusses the concept of High Context Culture and Low Context Culture, as introduced by anthropologist Edward T. Hall in his book "Beyond Culture" in 1976. It emphasizes the importance of understanding the role of "context word" in communication between different cultures. According to Hall, high-context messages rely on pre-existing information in the

receiver and setting, while low-context messages require most information to be explicitly stated in the message itself. The text also mentions Montaigne's quote about diversity being a universal quality. It highlights that individuals working with people from diverse countries should be aware of their communication patterns. Hall suggests focusing on a few key communication concepts amidst various perceptions and sensations. HIGH CONTEXT CULTURE: This refers to groups or societies that value interpersonal relationships and have strong bonds among members, enabling effective communication through frequent interactions.A typical example of this type of environment can be found within one's own family. Hence, a "high context" refers to a form of communication that is less verbal and more informal. High context cultures, such as Japanese, Mexican, Chinese, Indian, French, and Latino societies are relational, communalist, sensitive, and introverted. According to Hall (1997), in high context communication or message most of the information is already in the individual with very little expressed or transmitted through coding. Similarly, Gudykunst (1983) describes high context cultures as deriving meaning from the interaction's context including age or social/professional status and gestures/signals. Key characteristics of high context cultures include:

• More use of expressive lines like jokes and metaphors.
• Frequent utilization of body gestures.
• Communication seen as an art form rather than being specific.
• Groups favored over individuality.
• Less verbal communication.
• Less formal communication.
• Good interaction with the communication partner.

Some countries that have this culture include Korea, Latin America,
France (to some extent), Japan,
China,
the Middle East,
West Africa,
and Black South Africa.In a low context culture, communication is direct and interpersonal relationships are not emphasized. The focus is on tasks and clear ideas, with

little importance given to overall conversation. This culture values facts, logic, and directness in communication, basing decisions on facts rather than emotions or intuition. Clarity, precision, and straightforwardness are expected in communication. Some characteristics of this type of communication include codified knowledge that is public, external, and accessible; easy transferability of knowledge; short-lived interpersonal relationships; task-orientation; rule-orientation; and public accessibility of information or knowledge.

Disagreement and credence are expressed promptly in these cultures. Examples of countries that follow low context communication include America, United Kingdom, Germany, Scandinavia, Switzerland, Australia, New Zealand, and White South Africa. Low context communication also refers to societies or groups where multiple connections exist but for shorter durations. Integration among individuals from these cultures can be challenging due to the potential for misunderstandings. Different situations may require different approaches when dealing with someone from a different culture.HIGH CONTEXT INTERACTING WITH LOW CONTEXT COMMUNICATORS:

• Be precise and task-oriented when conveying information.
• Avoid excessive phrases and quotations.
• Do not rely heavily on body language.
• Off paths may not help clear uncertainties.
• Adapt interaction to the individual's nature or mood.

LOW CONTEXT INTERACTING WITH HIGH CONTEXT COMMUNICATORS:

• Take a more relationship-building approach.
• Focus on emotions and feelings in communication.

• Incorporate body language and hand gestures for effective communication.
• Give proper recognition to the individual being interacted with.
• Utilize gestural messages if appropriate.

Decision: The main objective of any formal or informal communication is to accurately transmit the intended information or message. However, it is crucial to take certain precautions when interacting with someone from a different culture and background to avoid any misinterpretations.When communicating across different cultures, it is important to consider several factors. These include body language and hand gestures, acknowledgement form, building relationships, way of

communication, and determining whether to be task-oriented or relationship-oriented.

In situations where a person from a low-context culture interacts with someone from a high-context culture, they should effectively use body language and gestures. It is also beneficial to provide non-verbal recognition alongside verbal communication and take a relationship-building approach.

On the other hand, when a high-context individual interacts with a low-context individual, they should ensure that their communication is more precise and specific. In this scenario, it is not necessary to emphasize a relationship-building approach.

References:
- Edward T. Hall, The Dance of Life.The Other Dimension of Time ( New York: Doubleday, 1983 ) .
- Donal Carbaugh, Intercultural Theory [ online ] Available fromhttp: //eco.ittralee.ie/personal/theories_III.php # 1 ;Internet.
- Lustig, Myron and Jolene Koester.1998.Intercultural Competence: Interpersonal Communication Across Cultures ( 3rdEd.) .( Addison-Wesley Publishing, 1998 ) , 30.
- Edward T. Hall,Beyond Culture.( New York: Anchor/Doubleday,
1971 ).hypertext transfer protocol://www.iabc.com/cwb/archive/2008/0408/Thomas.htm