2015 рік

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Significance of national culture in international marketing
(ДВНЗ «Київський національний університет імені Вадима Гетьмана», 2015) Żbikowska, Agnieszka
The purpose of the article is to present the significance of national culture for broadly-understood activities in the scope of international marketing. National culture may affect the selection of market entry modes, conducting marketing research, market segmentation and the shape of particular marketing tools. The impact of national culture on international marketing may be considered from the two perspectives, being the classification of national cultures and particular elements composing culture. Knowledge of national cultures is particularly important to managers responsible for marketing, since it constitutes a significant factor of the foreign environment. On the other hand, though, knowledge in this field is gained with experience; in many cases it is not easily available, it requires carrying out intensive market research and consumer research.