The Role of Culture in Marketing
Marketing is the process of promoting products and services to consumers, businesses and organizations for the purpose of securing sales and increasing profits. Although there are a variety of marketing strategies available, all strategies have one major component in common — a reliance on culture. Culture determines consumers attitudes and desires, making it a primary factor in marketing.
Culture has a large influence on how marketers decide to advertise and promote their products. For example, cultural differences in the way people dress can have an effect on the way an advertisement is created. In the United States, marketers use advertisements that feature a casual, laid back style of clothing which is commonly seen in American society. This approach may not be effective in many other countries if the consumers prefer a different style. Culture also affects the language used in advertisements. Different countries have different dialects, so it is important for marketers to use language that appeals to the target population.
In addition to influencing how marketers advertise, culture can also affect how consumers interact with products and services. Consumers often have particular preferences when it comes to how products look, smell and feel. This is especially true of luxury and high-end products where consumers look for something that ties into their culture or identity. For instance, a luxury watch company may want to design something that speaks to a certain culture, such as luxury watches with detailed engravings that are inspired from Middle Eastern culture.
Culture also drives the type of products that consumers buy and the features they look for in those products. For instance, a large percentage of consumers in the United States will purchase organic food items, such as produce and meats that are free of synthetic chemicals, antibiotics, and hormones. Consumers in some other countries may not value organic food as much and prefer products that contain fewer preservatives. In this case, marketers will need to adjust their strategies to accommodate the different preferences of consumers in different countries.
Finally, culture can also impact how marketers approach pricing. Different countries value products and services differently, which means that marketers have to consider these differences when setting prices. For instance, a product that is highly valued may be priced higher in one country than it is in another. Conversely, a product that is viewed as less valuable may have a lower price in one country than it does in another.
Culture is an incredibly important factor in marketing, and it is important for marketers to consider its implications when creating their strategies. It is important to understand cultural differences between target markets, such as language preferences and product preferences, and utilize those differences in order to truly engage with the target customer. By taking culture into account, marketers can create campaigns that are effective, resonates with the target audience and successfully increases sales.
