Due to globalisation and growing role of multinational enterprises, it has become essential for managers to acquire a knowledge of diverse cultural environments in order to achieve successful international business.
‘Keegan’ has summarised the importance of studying cultural environment for a International Marketer.
Acc. to him – “The task of the global marketers is two fold. Marketers must be prepared to recognize and understand the differences between cultures and then incorporate this understanding into the marketing planning process so that appropriate strategies and marketing programmes are adopted.”
Thus (1) to formulate the marketing Strategies,
(2) to understand the behaviour of the prospective customers in the foreign land.
(3) To cope up with cultural heterogeneity across different international market. Encompassing many elements. The elements interact in a complex manner to determine the totality of a given culture. The elements of a culture provides the basis of comparison between cultures and are used to assess the likely impact of
culture, cultural changes on IB.
(4) To identify and explore the opportunity in the foreign market based on cultural perspective.
(5) To harmonize the production and services with the target market.
- Cultural environment study becomes necessary.
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