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Therefore, in order to gain great success in the global competition, no matter where the marketing principals are from, it is very important for them to know well about the local culture of the target marketing areas and customers when they are intend to achieve a great success there.源-自/751+,论^文'网]www.751com.cn
Recently, some researchers have been studying the relationship between culture persities and transnational national marketing strategies. This thesis will analyzes the main cultural persities and take Estée Lauder as an example to find out how cultural persities affect transnational marketing strategies. What’s more, this case which involved in the theories of culture, marketing strategies and transnational marketing strategies are analyzed. The practical significance in this paper is to provide some effective suggestions to transnational marketing managers to make them deal with cultural barriers successfully and work out feasible transnational marketing strategies.
This paper is organized into four chapters. Chapter one and Chapter two is the introduction part and literature reviews part. Chapter three describes the transnational corporation Estée Lauder briefly and analyzes how cultural persities affect transnational marketing strategies. The last part of this thesis is conclusion, which reviews the study and provides the effective ways to resolve the cross-culture problems. What’s more, at the end of this paper, limitations of the present study and the practical implications of this research will be discussed and topics for further research will be proposed.
2. Literature Review
Marketing activities is as same as any other activities in human society, which are expressed as communications between human beings. However, human beings are special “culture existence” which can represent cultures of their times and their society. There are great differences in different countries and different people, which deeply affect people’s communications. Therefore, learning and knowing cultural persities is the premise of successful marketing campaigns.
2.1 Culture and cultural persities
Many scholars such as Edward Tylor, Edward Sapir, Geert Hofstede and Hall are delicate to giving a definition to culture, but it is hard to define “culture” exactly. Hall pointed out that culture is the total accumulations of beliefs, values, customs, behaviors and communication styles that are learned and passed down through the generations in a limited group of people. There are also Porter and Samovar who recognize culture as “the deposit of knowledge, experience, beliefs, values, attitudes, meanings, religion, notions of time, roles, spatial relations, concepts of the universe, and material objects and possessions acquired by a group of people in the course of generations through inpidual and group striving”. (Porter and Samovar, 2006: 35)