Cultural Marketing

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With a diverse population existing in the United States today our country is a salad bowl of different cultures, each one unique in its own respect. Culture, distinguishing one societal group from another, includes beliefs, behaviors, language, traditions, art fashion styles, food, religion, politics and economic systems. Through lifelong and ever changing processes of learning, creativity, and sharing culture shapes our patterns, of behavior and thinking.

A culture's significance is so profound that it touches almost every aspect of who and what we are. Culture becomes the lens through which we perceive and evaluate what is going on around us.

The cultural and social environment affects how and why people live, and behave as they do which affects customer buying behavior and eventually the economic, political, and legal environment. These changes which make up for this cultural and social environment are the style of clothing, what type of foods they eat, religious beliefs, and the type of education, just to name a few.

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Most people don't stop to think about the effects of the cultural and social environment it has on them because in most countries this is a way of life. They don't have time to think about how it may be changing or how it may be different for other people. It is about survival.

As a marketing manager you would have to understand cultural lifestyles to sell certain products to certain cultural groups. Managers have to pay close attention to cultural trends or their product will not sell. For instance in Japan the leading washing powder in the United States, which is Tide, which gets out stains when used with hot water may not work in Japan, since they use cold water to wash with. A different slogan for Tide would be like, cleans all clothes in any water temperature may be a better selling strategy for Japan.

This is a big challenge for managers who deal with these cultural and social environments when planning strategies, especially for international markets. Also a marketing manager would know that a diet product or low calorie product in most third world countries would not be very popular or in demand. As a manager gets more involved with marketing concepts he or she will find attractive opportunities and develop profitable marketing strategies in the community and abroad.

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