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A recent study (Tylor, 1913), shows that culture can be defined as a way that an individual behaves in the society he belongs to. It includes the kinds of lifestyles, his daily practices, the law that governs him and civic morals. Usunier (1996, p.12) states that some elements of culture include languages, nationality, education, occupation, ethic & racial groups, religion, family, sex, community class and company culture.

The marketing mix comprises of the four P- frameworks namely Product, Price, Place and Promotion. A recent study (Doswell & Gamble, 1981) has shown that the product is the main unit of high importance, the price is value the product is going to be sold for, the place describes how it’s going to be distributed to the market and the promotion involves methods in how the product is marketed. The following shows how the marketing mix can be used to describe the impact of culture while doing businesses in other countries.

The Product- a recent study......

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Approximate Word Count: 866
Approximate Pages: 4 (250 words per double-spaced page)

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