GLOBAL MARKETING ANALYTICAL APPROACHES TO CULTURAL FACTORS

The reason cultural factors are a challenge to global marketers is that they are hidden from view. Culture is learned behavior passed on from generation to generation and is difficult for the inexperienced or untrained outsider to fathom.

Unless we learn how to let go of our cultural assumptions, we will be limited in our understanding of the meaning and significance of the statements and behaviors of the people from a different culture whom we are trying to do business with.

GLOBAL MARKETING ANALYTICAL APPROACHES

To transcend cultural myopia it is important to know that there are cultural differences and that they can be learned and incorporated into your experience base. There are several basic facts that will accelerate your ability to learn about other cultures:
1)The beginning of wisdom is to accept that we will never fully understand ourselves or others--people are far too complex to be " understood." As Carl Jung pointed out," There are no misunderstandings in nature........misunderstandings are found only in the realm of what we call 'understanding.'
2) Our perceptual systems are extremely limited . we "see" almost nothing our nervous systems are organized on the principle of negative feedback .
3) We spend most our energy managing perceptual inputs.
4) When we experience or perceive bizarre behavior there is something behind this behavior.
5) If we want to be effective in a foreign culture, we must attempt to understand beliefs, motives and value. This requires an open attitude, one that transcends our own culture.

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