Marketing in various cultural and social settings

Aldiyar Rakhmetov

Master's thesis

Abstract:

The goal of the marketing policy of any company is to find a clue for successful communication with clients for effective work. Any activity, which affects increase in demand for goods or services is included into the marketing definition. Marketing can be presented as a system, which conducts management over all processes happening in the market. Marketing has the functions that include advertising, logistics, issues, connected with storage and transportation of goods, pricing and some others. In the conditions of today's global market marketing specialists have to consider not only language distinctions, but also different customs, beliefs, preferences and values, which presence is supposed, at least, until similarity between cultures in these or those aspects is confirmed. As many cultures set good relationship between the seller and the buyer above the price or other aspects of the commercial offer itself. Marketing as the instrument of development and advance of business can be absolutely different depending on the part of the world where its tools are used. Adaptation of tools and levers of marketing under the local market or an area of influence is known to each expert of this sphere, taking into account mentality of buyers, target audience, traditionally developed norms and rules of the life. The important influencing factor on efficiency of use of these or those measures of stimulation of sales is also the religion. In the countries and regions where the religion is closely connected with life of the person, accompanying him from the birth to death, it leaves a behavioural mark on vision of business activity. The aim of this work is disclosure of specifics and features of marketing in various cultures, with a special focus on marketing in Islamic culture.

Keywords

Religious, Distribution channels, Marketing, social and cultural features, advertising, Islamic states.

Language used: English

Date on which the thesis was submitted / produced: 26. 4. 2018

Thesis defence

• Date of defence: 19. 8. 2021
• Supervisor: Mgr. Jitka Cirklová, M.A.
• Reader: PhDr. Ilona Toufarová

University of Finance and Administration

Master programme / field:
Economics and Management / Marketing Communication