It is very straight-forward, and uses eight categories in … 3.1.1 Demographics: The Terpstra and Sarathy Cultural Framework helps marketing managers to assess the cultural nature of an international market. First and foremost, you must pay attention to the dominant culture of a society. Getting your desired message across to more than one group of people, or to a demographic consisting of diverse cultures can pose a challenge. Michael Patent is the founder and president of the Pan-Asian entertainment marketing agency Culture Group. The customs of a society affect what products it will buy and how they must be marketed. You don’t need to change who you are as a brand across borders. In context to socio cultural environment, we have number of different factors that affect marketing and cause periodical change in marketing techniques. Cultural environments shape the way that every person develops, influencing ideologies and personalities. Therefore international marketing needs to take into account the local culture of the country in which you wish to market. For example, a significant proportion of individuals over the age of 50 can be the key deciders of spendings. Example. The broad environment is made up of six components: demographic, economic, physical, technological, political-legal, and social-cultural environment. However, having a better understanding and appreciation of the cultural differences and codes of countries you are targeting is a great place to start. Culture is very often hidden from view and can be easily overlooked. However, you are likely to find taking culture into consideration in your marketing content pays off in effectiveness. Approaches to the study of culture Marketing environment deals with the variables or influences of the internal and external environment of an organization. It is good to consult local experts when crafting advertisements. Examples of international marketing gone wrong. A cultural environment is a set of beliefs, practices, customs and behaviors that are found to be common to everyone that is living within a certain population. These factors collectively affect the company’s ability to cultivate and maintain strong customer relationships. Marketing research, described in Part I of this blog article, underscores the following– First, making simple cultural/demographic assumptions often results in companies underestimating the broader appeal of their products outside of conventional ethnic/other group boundaries. Culture, alongside economic factors, is probably one of the most important environmental variables to consider in global marketing. We will discuss here some of them which have the major influence. The social and cultural environment. Cultures are variably receptive to marketing messages. Case Study: Coca Cola’s Successful Cross-Cultural Marketing Campaigns. 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