Global marketing and local culture

Bc. Marzhan Aliyeva

Bachelor's thesis

Abstract:

The goal of this work is to explore and analyze cultural features and values that play a crucial role in the marketing field. The topic of this work is essential since the outline of this work can be implied in the process of creating global marketing campaigns. Understanding and examining cultural features and differences is a helpful base for creating a successful marketing strategy in order to enter a foreign market. Such practices are named as cross-cultural studies and those are integral part of exploring the cultural environment of new marketplace. The concept of culture is an abstract and broad itself, however marketing has its own distinguishing metrics for that. Within the framework of the cultural environment, marketers can analyze the geographical, religious, historical, national components in order to have a complete outlook in the foreign culture. In this framework all of the components will be examined to form a coherent hypothesis. All of the constructs that have been mentioned so far will be critically analyzed in order to write a helpful base for the practical part. After that, the practical part will consist of the creation of survey, consequent conduction and further verdict defining process whether to approve or disapprove the initial hypothesis. To sum up, the case study will reveal how people’s origin and cultural heritage affects their choice on the market.

Abstract:

The goal of this work is to explore and analyze cultural features and values that play a crucial role in the marketing field. The topic of this work is essential since the outline of this work can be implied in the process of creating global marketing campaigns. Understanding and examining cultural features and differences is a helpful base for creating a successful marketing strategy in order to enter a foreign market. Such practices are named as cross-cultural studies and those are integral part of exploring the cultural environment of new marketplace. The concept of culture is an abstract and broad itself, however marketing has its own distinguishing metrics for that. Within the framework of the cultural environment, marketers can analyze the geographical, religious, historical, national components in order to have a complete outlook in the foreign culture. In this framework all of the components will be examined to form a coherent hypothesis. All of the constructs that have been mentioned so far will be critically analyzed in order to write a helpful base for the practical part. After that, the practical part will consist of the creation of survey, consequent conduction and further verdict defining process whether to approve or disapprove the initial hypothesis. To sum up, the case study will reveal how people’s origin and cultural heritage affects their choice on the market.

Keywords

"\globalization", "\global marketing", "\culture", "\international marketing", "\brand", "\ethnocentrism"

Language used: English

Date on which the thesis was submitted / produced: 27. 4. 2020

Thesis defence

• Date of defence: 19. 6. 2020
• Supervisor: Mgr. Jitka Cirklová, M.A.
• Reader: doc. Giuseppe Maiello, Ph.D.

University of Finance and Administration

Bachelor programme / field:
Economics and Management / Marketing Communication