Download or read book Cultural Differences in FMCG Marketing in the German and the Indian Market written by Rawel Raj and published by GRIN Verlag. This book was released on 2015-01-05 with total page 27 pages. Available in PDF, EPUB and Kindle. Book excerpt: Seminar paper from the year 2014 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: A, TiasNimbas Business School, course: Cross Culture Pschology, language: English, abstract: In today’s scenario the society and the culture plays an important role to drive the taste of the consumers. Thus it is very much evident that the people of two different polarities would perceive their requirement in two different manners. Nevertheless the requirement can be the same but with a different specification. It is required in marketing to understand and imbibe the changes so to effectively sell the product in that zone. In this paper we would like to analyze the variations in the FMCG marketing strategies, by the use of marketing model, in German and Indian market. We aim to examine and present the major differences in the approach towards these two markets and how culture plays an indispensable role to drive these changes. Therefore, our research statement would be: “How culture affects the FMCG marketing approaches in both the German and the Indian Market?”

Download or read book Cross Cultural Consumer Behaviour A comparison between Germany and the U S written by Eva Sutter and published by GRIN Verlag. This book was released on 2005-03-04 with total page 31 pages. Available in PDF, EPUB and Kindle. Book excerpt: Seminar paper from the year 2004 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,0, Nürtingen University, language: English, abstract: The study of consumer behavior is about much more than just people buying things. It is about the study of ‘why’ people buy things, about their needs and desires. Possessions influence the way people feel about themselves and on the other hand, people’s culture, lifestyle and social settings influence their purchasing decisions. “Culture is the lens through which people view products” (Solomon, 1999, p.495). Today, almost all major companies are marketing their products beyond their original homeland borders. The question is generally not whether to market a brand in other countries but rather how to do it (Schiffmann, 2003). The field of consumer behavior is young and dynamic. In order to understand why people buy certain products or services, marketers must understand the differences between the consumers of different cultures – „cross-cultural“ differences. Especially in times of globalization and internationalization it is very important to develop effective marketing strategies for foreign markets, to define consumption motives, goals and desires. Communication and advertising messages should then be adapted accordingly to the specific values of particular cultures. Sensitivity towards these cultural differences can provide sales- and profit opportunities (Schiffmann, 2003). However this sensitivity can only come from understanding the underlying dimensions of culture. The key for success and the challenges to face for companies in any business will be to constantly watch and adapt to the changing cultural values, changing consumption patterns and lifestyles. To write about the ”American” or “European” consumer might be challenging in some way, because the general theories about sociological or psychological influences on consumer behavior are common to all Western countries. On the other hand, the ways in which people live their consumption life can already vary greatly within one country only. Thus, one could assume that numerous larger differences exist between the citizens of different nations. “The United States is, without a doubt, the most important country to understand, yet it is the most misunderstood country in the world” (“Release of the Special Issue of the USA 2002”, 2002). Because of this, the risk of missing the American target is high. Vice versa, many Americans miss the target in operating effectively in foreign countries (Ting-Toomey, 1999). [...]

Download or read book Cultural Differences in Business Life Understanding German and American Business Culture written by Ulrike Ditzel and published by GRIN Verlag. This book was released on 2007-11 with total page 30 pages. Available in PDF, EPUB and Kindle. Book excerpt: Seminar paper from the year 2006 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1,3, http: //www.uni-jena.de/ (Philosphische Fakultät - Lehrstuhl Interkulturelle Wirtschaftskommunikation), course: Interkulturseminar USA-Deutschland, 15 entries in the bibliography, language: English, abstract: Globalization has led to remarkable changes in the way we conduct the world's business. International Mergers and acquisitions are en vogue today. The advantages quoted by managers include advantages of scale, increased shareholder value, access to new markets, lower overheads and so on. The number of international mergers and acquisitions between German and American companies increased a lot during the last years, as well. At the beginning there are high hopes and elation connected with the deal. But the long-term reality, however, is much the opposite. At least 50 percent of all international mergers and acquisition activity fails, no matter how the success is measured. There are also lots of companies who failed, who are therefore not able to benefit from some positive synergy effects like cost reductions. Why did that happen? A survey tried to analyze the reasons for this. The surprising result was that just 30% of the failures were attributed to the "hard factors" of business, like planning, finance or technology. For the rest, the reason lay in the so-called "soft factors", which contain cultural and organizational behaviour. Somewhat less acknowledged, although hardly disputed, is the positive and negative impact of cultural aspects on the success of M&A activity. The following work reveals the differences between American and German business culture and also analyzes its historical and social background. Thereby, the main goal is to disprove that American and German business styles are almost similar. Furthermore, at the end the reader should know more about the existing differences between t

Download or read book Marketing Strategies in Creating Brand Image of FMCG in India with Special Reference to Store Promotion written by Dr Astha Joshi Dr Geeta Nema and published by Archers & Elevators Publishing House. This book was released on with total page pages. Available in PDF, EPUB and Kindle. Book excerpt:

Download or read book Cultural Differences in the Perception of Brand Personalities written by Martin Pydde and published by GRIN Verlag. This book was released on 2009-05 with total page 73 pages. Available in PDF, EPUB and Kindle. Book excerpt: Master's Thesis from the year 2008 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 2,0, European University Viadrina Frankfurt (Oder), language: English, abstract: Anthropomorphization happens whenever human characteristics are imputed to in-animate objects. This aptitude is observable in all cultures because it simplifies the interaction with nonliving objects (Fournier 1998, p.344). In search for ways to en-courage lasting costumer relationships the brand personality concept becomes a more prominent anthropomorphization in marketing. Brand personality is: "the set of hu-man characteristics associated with a brand" (Aaker 1997, p. 347). Aaker's brand personality scale was chosen for the purpose of this paper to create and analyze an online survey among Polish and German people in order to assess cultural differences in the perception of brand personalities.

Download or read book Analysis of Cultural Differences and their Effects on Marketing Products in the United States of America and Germany with a Focus on Cultural Theories of Hall and Hofstede written by Matthias Boeing and published by GRIN Verlag. This book was released on 2012-10-08 with total page 80 pages. Available in PDF, EPUB and Kindle. Book excerpt: Bachelor Thesis from the year 2012 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1.7, University of Applied Sciences Essen, course: Analysis of Cultural Differences and their Effects on Marketing Products in the United States of America and Germany with a Focus on Cultural Theories of Hall and Hofstede, language: English, abstract: This thesis aims at analysing cultural differences and their effect on marketing products internationally. The United States of America and Germany are used to exemplify this issue. Today’s science provides numerous approaches to making cultural differences visible and tangible. All of these solutions and dimensions give companies, and people in general, a guide to becoming aware of and understand differences and how to cope with them appropriately. Trompenaars, a famous consultant for intercultural communication, uses the allegory of a fish and its habitat, water, to explain the characteristics of culture: “A fish only discovers its need for water when it is no longer in it.”2 Accordingly, culture can be seen as the substance that surrounds a human being and makes him unable to distinguish between different and normal. Therefore, this thesis uses the cultural theories of Edward T. Hall and Geert Hofstede, who both developed approaches to cultural differences by using either a four- or five-dimensions model. These cultural dimensions will be applied to the special circumstances and conditions which a marketer has to deal with in the United States and Germany and thus draws connections between those two different fields of science. As already mentioned in section 1.1, cultural differences play an important role in today’s international marketing. It is therefore important to examine if and how cultural differences, according to Hall and Hofstede, affect parts of the marketing mix for companies selling products in the United States as well as in Germany. The following questions can help to identify the necessary steps: What cultural differences, in both the United States and in Germany, could have an impact on marketing the products of companies selling in those countries? What impact do cultural differences have on parts of the marketing mix? Which adaptions should marketers make to their marketing mix due to the cultural differences? Is standardisation a successful method in both international markets? The answers should help the marketer make the right choice between adapting products to local circumstances or selling and marketing the same product all around the world. This thesis will attempt to answer these questions by applying the above-mentioned cultural theories, and will provide suggestions for how companies from the USA or Germany should conceive parts of their marketing mix. It will further provide examples of culture–related marketing efforts.

Download or read book Marketing Communications written by John Egan and published by SAGE. This book was released on 2022-11-23 with total page 379 pages. Available in PDF, EPUB and Kindle. Book excerpt: Marketing Communications is a highly popular textbook which introduces students to the different marketing communications tools, theories and strategies in an easy-to-read way. This fourth edition: Includes updates on how the Covid-19 pandemic has affected the marketing/advertising industries Features new case studies from companies and brands such as Amazon, Burger King, Facebook and John Lewis Covers timely topics such as online retailers, social media networks (e.g. TikTok), social media influencers and marketing ethics This textbook is essential reading for students studying marketing communications or a related topic. John Egan is Professor of Marketing at Regent’s University, London.

Download or read book NEW PERSPECTIVES ON COMMERCE MANAGEMENT VOLUME 1 written by Sruthi. S, Dr.Pragya Singh ,Er. Yogendra Kumar and published by Nitya Publications. This book was released on 2022-01-01 with total page 286 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Download or read book Making a Difference The Societal Marketing Concept Supporting Educational and Cultural Issues written by Robert Motzek and published by GRIN Verlag. This book was released on 2011-11 with total page 69 pages. Available in PDF, EPUB and Kindle. Book excerpt: Research Paper (postgraduate) from the year 2002 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1,3 (A), European University Viadrina Frankfurt (Oder) (Economics - International Business Administration), course: Marketing Seminar, 25 entries in the bibliography, language: English, abstract: In June 1995 the off-shore oil rig Brent Spar, owned by oil and petrol giants Dutch-Shell and British Esso, was supposed to be dumped in a depth of 2400 metres near the Scottish westcoast. British institutions had already permitted the dumping, which due to institutional investigations didn't violate the international environmental conventions made in Oslo and Paris to protect the sea. But suddenly the environmental organization Greenpeace launched a European-wide protest campaign to prevent the dumping of Brent Spar, which resulted in massive boycotts of Shell's petrol stations all over the continent. The enormous public support of Greenpeace's campaign forced Dutch-Shell not to dump Brent Spar but to tow it into a Norwegian fjord where it has been stored until today. By now there hasn't been a solution for the disposal of the oil rig. In the case of Brent Spar everyone mentioned responsibility. The responsibility of the Dutch-Shell company to protect the environment, to report about future actions and their consequences and to base decision-making on more than just the opinions of shareholders. According to the public opinion, Dutch-Shell hadn't taken this responsibility, the so-called social responsibility, which turned out to harm the image and sales of the company for years. This project work will explain the meaning and the role of social responsibility in marketing concerning past, present and future developments. Looking at the societal markteting concept supporting educational and cultural issues, we'll see why and in which way firms adopt the societal marketing concept and how this affects their busine

Download or read book Negotiation Definition and Types Manager s Issues in Negotiation Cultural Differences and the Negotiation Process written by Michael Mehnert and published by GRIN Verlag. This book was released on 2008-10 with total page 29 pages. Available in PDF, EPUB and Kindle. Book excerpt: Seminar paper from the year 2008 in the subject Business economics - Business Management, Corporate Governance, grade: 2,0, AKAD University of Applied Sciences Stuttgart, course: Leadership, 5 entries in the bibliography, language: English, abstract: Ever since she entered the firm, Mrs. Müller has worked every year on Christmas Eve. This year she wants to be with her family, though. But none of her colleagues want to be there. Her boss needs every shop assistant available because of the Christmas sales. At the beginning of December Mrs. Müller asks the boss who will fill in for her on Christmas Eve. Especially in today's work setting, where a variety of people are being offered opportunities to be involved in making decisions affecting them and their work negotiation is significant. The more people are involved in the process; more disagreements are likely to arise over diverse matters such as wage rates, task objectives, performance evaluation, job assignment or work schedules (John Wiley & Sons, 2004). A manager of today has to be familiar with basic negotiation concepts and processes to deal with such day-to-day affairs. In this assignment I want to give a short overview about what negotiation is all about and what different types can be distinguished (chapter 2). Then I want to focus on the manager's main fields of action within negotiations (chapter 3) followed by some as-pects of cultural differences (chapter 4). Finally I will explain the negotiation process (chapter 5).

Download or read book Consumer Culture Theory written by Eric J. Arnould and published by SAGE. This book was released on 2018-06-21 with total page 453 pages. Available in PDF, EPUB and Kindle. Book excerpt: Outlining the key themes, concepts and theoretical areas in the field, this book draws on contributions from prominent researchers to unravel the complexities of consumer culture by looking at how it affects personal identity, social interactions and the consuming human being. A field which is characterised as being theoretically challenging is made accessible through learning features that include case study material, critical reflection, research directions, further reading and a broad mix of the types of consumers and consumption contexts including emerging markets and economies. The structure of the book is designed to help students map the field in the way it is interpreted by researchers and follows the conceptual mapping in the classic Arnould & Thompson 2005 journal article. The book is organised into three parts - the Consumption Identity, Marketplace Cultures and the Socio-Historic Patterning of Consumption. Insight is offered into both the historical roots of consumer culture and the everyday experiences of navigating the contemporary marketplace. The book is supported by a collection of international case studies and real world scenarios, including: How Fashion Bloggers Rule the Fashion World; the Kendall Jenner Pepsi Commercial; Professional Beer Pong, Military Recruiting Campaigns, The World Health Organization and the Corporatization of Education. The go-to text for anyone new to CCT or postgraduate students writing a CCT-related thesis.

Download or read book The Business Plan written by Gerald Schwetje and published by Springer Science & Business Media. This book was released on 2007-08-24 with total page 178 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book provides the essentials to write a successful business plan. The represented methods and best practices have been approved over many years in practice with many management consulting engagements. The book is beautifully structured, it has a pragmatic emphasis and an autodidactic approach. The reader gets acquainted with the skills and competencies as well as tools, required for the planning and development of the business plan project.

Download or read book Retailing in the 21st Century written by Manfred Krafft and published by Springer Science & Business Media. This book was released on 2009-12-17 with total page 458 pages. Available in PDF, EPUB and Kindle. Book excerpt: With crisp and insightful contributions from 47 of the world’s leading experts in various facets of retailing, Retailing in the 21st Century offers in one book a compendium of state-of-the-art, cutting-edge knowledge to guide successful retailing in the new millennium. In our competitive world, retailing is an exciting, complex and critical sector of business in most developed as well as emerging economies. Today, the retailing industry is being buffeted by a number of forces simultaneously, for example the growth of online retailing and the advent of ‘radio frequency identification’ (RFID) technology. Making sense of it all is not easy but of vital importance to retailing practitioners, analysts and policymakers.

Download or read book Cultural Differences in Times of Globalization An Overview of Hofstede s Theory and Two New Theories written by Julian Kraft and published by GRIN Verlag. This book was released on 2019-12-17 with total page 28 pages. Available in PDF, EPUB and Kindle. Book excerpt: Seminar paper from the year 2016 in the subject Cultural Studies - Basics and Definitions, University of Applied Sciences Emden/Leer, language: English, abstract: In this paper the importance of the cultural differences, especially the national culture, should be clarified because in times of globalization it’s unalterable to consider such different characteristics in the daily business. For the topic of national culture the culture model of Hofstede is still representative but this theory is meanwhile out of date and there exist newer models which give new insights in this specific topic. This paper gives an overview about the model of Hofstede and two newer theories with regard to a created thesis. The models exhibit several differences which enable to survey the topic national culture under a variety of aspects. The conclusion makes clear that other aspects should be also considered beside the cultural differences especially in business relationships. In the late 1960s and the early 1970s a Dutch social researcher named Geert Hofstede conducted about the influences of national culture in the workplace. Until this point of time his study was the most extensive one in this specific field of research. In the following decades additional surveys carried out and were more and more popular. They built on Hofstede’s culture model and modify it. For example the culture dimensions of Alfons Trompenaars or the globe study. In the following essay Hofstede’s model should be examined with the help of prevailing research results, transpire comparisons and differences. This subject of national culture should be considered consistently with leadership.

Download or read book Intercultural relations and communication at work How do cultural differences influence intercultural relations written by and published by GRIN Verlag. This book was released on 2020-09-30 with total page 21 pages. Available in PDF, EPUB and Kindle. Book excerpt: Essay from the year 2020 in the subject Business economics - Miscellaneous, grade: 1.7, University of Aarhus, language: English, abstract: This paper examines how cultural differences influence intercultural relations. This will be discussed based on theories of culture, intercultural communication and illustrated by examples. Firstly, the concept of culture will be discussed, and different concepts are presented, in order to see the change of the perception of culture in history. Afterwards, intercultural relations will be defined and in order to see the traps one risks to fall in when working intercultural, a national perception of culture will be described. Subsequently, the concept of essentialism, othering, ethnocentrism, cultural relativism and stereotyping will be examined, to demonstrate how negative their impact is on intercultural relations. As another big part of intercultural relations, the importance of intercultural communication will be discussed. The concepts presented are finally illustrated by two examples. Firstly, by the study of Ifversen and Thunø, which analyses the influence of cultural differences and the perception of culture when working intercultural. In particular, the cultural differences of the concepts of face and respect are examined and the results of the study will be presented and interpreted. Secondly, the text of Kalin will be displayed, which highlights intercultural problems in the asylum search. The focus here is on the cultural relativity of concepts and different time perceptions.

Download or read book Multivariate Analysis to Get an Estimate of the Indian Stock Market Nifty Index written by Rajveer Rawlin and published by GRIN Verlag. This book was released on 2011-11 with total page 29 pages. Available in PDF, EPUB and Kindle. Book excerpt: Research Paper (postgraduate) from the year 2011 in the subject Business economics - Banking, Stock Exchanges, Insurance, Accounting, grade: 1, language: English, abstract: The Indian stock market S and P CNX Nifty Index (Nifty) is a well diversified index of 50 companies. Foreign Institutional Investors (FII's), wield significant influence over daily trading volumes in both the spot and derivative segments in the Indian markets. This tends to impact market volatility and returns. This study attempted to study the effect of FII transaction amounts, derivative turn over amounts and volatility on the performance of the Nifty index. A strong correlation was observed between derivative turnover and the Nifty but the correlation was relatively weaker between the Nifty and FII transaction amounts and Volatility. FII and F&O activity established important tops ahead of major tops in the Nifty. Volatility remained low during periods of significant upside in the stock market but spiked up during market declines. Linear and Non-linear models using multivariate analysis were fit to estimate the Nifty from the respective independent variables. A non linear model involving all three variables provided the best fit and the least deviation from actual values suggesting that interplay of these and other factors drive the performance of the index. Keywords: Nifty, FII transaction amounts, F&O turnover, Volatility, Nifty forecasting, Linear and Non Linear Models.

Download or read book The Luxury Strategy written by Jean-Noël Kapferer and published by Kogan Page Publishers. This book was released on 2012-09-03 with total page 408 pages. Available in PDF, EPUB and Kindle. Book excerpt: Discover the secrets to successful luxury brand management with this bestselling guide written by two of the world's leading experts on luxury branding, Jean-Noël Kapferer and Vincent Bastien, providing a unique blueprint for luxury brands and companies. Having established itself as the definitive work on the essence of a luxury brand strategy, this book defines the differences between premium and luxury brands and products, analyzing the nature of true luxury brands and turning established marketing 'rules' upside-down. Written by two world experts on luxury branding, The Luxury Strategy provides the first rigorous blueprint for the effective management of luxury brands and companies at the highest level. This fully revised second edition of The Luxury Strategy explores the diversity of meanings of 'luxury' across different markets. It rationalizes those business models that have achieved profitability and unveils the original methods that were used to transform small family businesses such as Ferrari, Louis Vuitton, Cartier, Chanel, Armani, Gucci, and Ralph Lauren into profitable global brands. Now with a new section on marketing and selling luxury goods online and the impact of social networks and digital developments, this book has truly cemented its position as the authority on luxury strategy.