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Thompson 4th Edition
International Marketing Strategy
Isobel Doole and Robin Lowe

Social and Cultural Factors

Social and cultural factors influence all aspects of consumer and buyer behaviour. The difference between these factors in different parts of the world can be a central consideration in developing and implemting international marketing strategies. Social and cultural forces are often linked together whilst meaningful distinctions between social and cultural factors can be made in many ways by the way the two interact and the distinction between the various factors is not clear cut. Differences in languages can alter the intended meaning of a promotional campaign and differences in the way a culture organises itself socially may affect the way a product is positioned in the market and the benefits a consumer may seek from that product.
A sewing machine in one culture may be seen as a useful hobby but in another culture a sewing machine may be necessary to the......

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Approximate Word Count: 4708
Approximate Pages: 19 (250 words per double-spaced page)

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