1. Introduction and background information
There are a thousand Hamlets in a thousand people’s eyes. Even the same thing the people who come from different countries will be treated as the different ways. The world is wonderful that is consisted of various cultures. No one can define what culture is, people just try to understand it. Ralph Linto(1945:21)‘a culture is the configuration of learned behavior and results of behavior whose component elements are shared and transmitted by the members of a particular society’ Every culture with its characteristic in the development of world history and cultural characteristics of each type will have an impact on human behavior. There also are too many behaviors in marketing activities.
Explore the specific examples from different cultures will be able to help find the relationship between cultures and marketing behaviors. Especially, China and Europe Union are the best models for researching and this essay arrow the topic to a specific area which is the service marketing. This essay attempts to find some reasons for what is the role of culture in marketing activities. More precisely, this essay tries to find what are the similarities and differences between China and Europe Union in service marketing. Finally, get some results what are extended to a more general level.
1.1 The culture impact on service marketing of China
China has five thousand histories and diverse kinds of cultures. In particular, the Confucian culture which is established in China and today has spread to all over the world. The various cultures have incredible influences in common people daily life of China. At the same time they have connected with marketing activities.
The Essay on CULTURE AND THE BEHAVIOR OF ELITES IN LATIN AMERICA
Carlos Alberto Montaner The author explains that Latin America can’t manage to achieve an economic and social development because of the elite who leads the countries. The author focuses his article on the politicians, the intellectuals, the left, the military, the businessmen and the clergy. They are leader groups who do not participate to the development of the country. But the author adds also ...
According to Usunier(2000:203)indicates that Ho(1997) commenting on the emergence of consumer power in China, explains that a DRI/McGraw Hill report forecasts an average annual growth of 7.5 percent for the Chinese consumer market over the decade. Now Chinese give up the long-term closed culture and become more open and inclusive. The China’s economic development makes an excellent platform to put more attention into the service marketing.
The service marketing of China is just in its infancy. Enormous things need to be improved. But China has its own features in service marketing. For instant, food industry is well developed in China; it can be traced to China’s food culture. There is a Chinese saying that if people are iron, then the rice is steel. According to this the Chinese very care about the food issues. They demand the dish should be looked fine and smelled good and tasted well. They seem to prefer the century-old restaurant. In conclusion, in the service sector the Chinese More willing to follow the older generation passed down.
2006-2010 China’s catering industry revenue trends
Data sources: http://www.askci.com/data/viewdata204408.html
1.1 The culture impact on service marketing of Europe Union
Europe appears to be the concept of a multi-country while, after World War II the Europe appeared a unified image before the whole world. As a matter of a fact, since ancient times under the influence of Christianity in Europe the whole Europe has maintained the majority of common ground in the cultural field. Now, European countries signed a number of Co-operation Treaty. So in the cultural field between countries with a high degree of similarity can be seen as a whole to study and discuss.
For each member country of the EU, trade between them is a barrier-free. But countries outside the EU, trade policy is much more severe. Keegan and Green (2005:101) states that the business environment in Europe has undergone considerable transformation since 1992, with significant implications for all elements of the marketing. Therefore it can be defined the “mix” cultures for marketing. Typical of this culture is characterized by a number of different cultures within the composition, but demonstrated in the external consistency.
The Term Paper on Service Marketing
We have always had service industries, and indeed there are numerous biblical references to services as diverse as inn keeping, money lending and market trading. Over time, the service sector has grown in volume andin the importance attributed to it. According to Baker J.M et al, The Marketing Book 5th Ed, (2003), early economists saw services as being totally unproductive, adding nothing of value ...
European service market behaviours are built on the basis of this complex culture. So Market behaviours in the EU countries also showed their specific characteristics. But this essay mainly attempts to discuss the characteristics of the whole Europe Union. European consumers are more concerned about aspects of the quality of service marketing, not of kind. Also take the food as an example the food safety laws are different from other countries. Because some indicators do not meet the EU standard. As a result, Coca-Cola had to postpone the launch of his athletic functional beverage products. To some extent that limits the types of the similar products, meanwhile, it can ensure the quality of them.
2. The different effects of culture in different countries in service marketing
Sometimes culture is a double-edged sword. On one hand, some of the industry can take advantage of cultural factors to accelerate its own development. Even become a pillar of strength in certain industries. On the other hand, culture may lead to some enterprises not acclimatized. Cultural factors as some direct obstacle to the development of the industry. This essay attempts to explore what is the positive impact of culture and which is the negative impact of culture in service marketing.
3.1 The positive aspects of culture effect in service marketing
1. Culture can help the existing traditional industries survive
The traditional industry is facing the impact of emerging industries whether in China or in the EU. Traditional industries faced with a difficult situation. Of course, include the traditional industries in the service industry. People are growing spiritual and material needs better and more supporting. The power of culture is very important for these traditional service industries.
The Term Paper on Impact of Culture in International Marketing
Introduction The world is made of nations and people who share different values, customs, languages and geographic territories. These diversities, also known as culture, have proven to be the norm that binds or separates them. Carlson and Blodgett (1997) explain culture as different ways, sets of manners and customs that are unique to a society or a group of people. Cultural issues encompass the ...
For examples, culture becomes the benchmark of the media industry development. People are more willing to go looking for those related to their cultural context rather than those they do not understand things in the newspapers and television. Development of drama is the same, if the content of the performance is not built on the basis of their own culture, and foreign products. It will be not viable, they will quickly disappear. This is why Chinese people like Jing opera while Europeans like opera .As Menken says that culture itself is neither education nor law making, it is an atmosphere and a heritage. This is such an atmosphere in leading the development of traditional industries.
2. Cultural differences to promote trade between different countries
Chinese children in the mad chase of Harry Potter, European children are fascinated by the traditional arts of China. Globalization has become the trend of world economic development and the culture between the countries also learns from each other. At the same time gave birth to more business opportunities. The culture is like a bridge for trade between China and the EU. This is a win-win for both sides.
Precisely because of cultural differences will create space for trade. China as the factory of the world can provide high quality products for the EU and The European Union as a gathering area for the developed countries to provide more choice of goods. Meanwhile, this brought great economic benefits for both sides. To sum up, both sides created tremendous value through culture.
3.2 The negative aspects of culture effect in service marketing
1. Culture led to the corporate cost of upgrading
For enterprises, the service market, the most important cost is the price paid to enhance customer satisfaction. Culture on consumer behavior has an important role in guiding, therefore, emphasis on cultural factors undoubtedly enhance the operating costs of enterprises.
Chinese people pay more attention to the types of dishes, the European is more emphasis on the quality of the food and hotels in China need to continue to introduce new dishes to meet the demand, hotels in Europe need to continue to buy the high price of vegetables, these two requirements are to enhance the hotel operating cost.
The Essay on Cultural industries
A conception referring to the creation, production and distribution of goods and services that are cultural in nature Examples include the music industry, film production, craft and design, architecture, sports, advertising and cultural tourism. Cultural policy Guiding principles that affect unswervingly the cultural uniqueness of a society Are formed by decision makers, managers and promoters ...
2. Culture shock led to the impact of local industries.
Foreign culture is bound to lead to the local culture have a strong impact. At the same time the foreign culture, brought the service industry also formed a strong impact on the local cultural industry. Traditional industry is to survive difficult and now this is another blow for them
3. Sum up the impact of culture on service marketing
In short the culture of service marketing plays an important role weather the impact is positive or negative. The value of culture cannot be measured. But at the same time we must guard against the problems of culture. On one hand, reasonable use of culture can bring wealth on the other hand, only the correct use of cultural factors in order to better grasp the needs of the consumer services marketing. Who grasped the culture’s core values, to obtain success in the marketing.
4.conclusion
1. The role of culture in the services market is very important.
No one can ignore the power of culture. Culture is like an invisible hand, which always influences our lives, culture was more effective in terms of service marketing, direct and the content and form of services closely linked to each other.
2. Culture has two sides
Culture has a positive side also has a negative side; these two states behave differently in different situations. The only good at grasping the relationship between the two forms of enterprise to be successful. But how to adapt to the culture of a region trend should be carefully studied.
3. Cultural development of service industries to create more opportunities
Culture is in the growing. China and Europe has a long history of regional. The combination of traditional culture, carry forward the emerging culture of the two areas of common problems faced. You will encounter more business opportunities in the business market if you can respond to the trend of cultural development.
