Cross Cultural Communication Essay

1335 words - 5 pages

Introduction
For the course of International Management the following assignment has been giving with the objective to select a topic in the field of International Management. The topic for this paper is Cross-cultural Communication in Marketing/advertising.
Communication is such an important part of everyone’s daily life, not only in one’s personal life but also in organizations. Also now a day, we are becoming every year more and more global and working with different countries and cultures around the world. Henceforward, globalization is increasing, which makes communication a very important part of doing business internationally.
Every organization has their own way of communicating and doing business with others. They have their own strategies how to improve their business and making the communication more efficient. Marketing is also a part of communicating, but with the community/customers, and of course there are some differences in how it is done in each organization. Also it is not always that companies want to get attention and attract the same type of people, so it’s important for an organization to know their target markets. Also organizations must be very careful with the use of language, pictures, colors and symbols, because the message may be misunderstood or misinterpreted as something else.
The objectives of this paper is to provide a answer to the following questions:
• Do you think that there is a global market campaign that is the same around the world?
• How do you think would be a good way to avoid misinterpretations while advertising internationally?
• Mistake/problem. How would you as a Manager resolve these mistake/problem?


1.1 Definitions
Communication: the process of transferring meanings from sender to receiver (Luthans & Doh, 2012).
Cross-culture communication: The interaction of people from different background (Luthans & Doh, 2012).
Marketing: Business activities that direct the exchange of goods and services between producers and consumers (Wells, Burnett, & Moriarty, 2006).
Marketing communication: The element in the marketing mix that communicates the key marketing messages to target audience (Wells, Burnett, & Moriarty, 2006).
Market segmentation: The process of dividing a market into distinct groups of buyers who might require separate production or marketing mixes (Wells, Burnett, & Moriarty, 2006).
Advertising: Paid non-personal communication from an identified sponsor using mass media to persuade or influence an audience (Wells, Burnett, & Moriarty, 2006).
Globalization: The process of social, political, economic, cultural, and technological integration among countries around the world (Luthans & Doh, 2012).

1.2 Advertising Messages: International Management
Communication is the process of transferring meanings from sender to receiver. On the surface this appears to be fairly straightforward process. On analysis, however, there are a great many problems in the international arena...

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