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THE INFLUENCE OF CULTURE ON THE IMPLEMENTATION OF
INTERNATIONAL MARKETING STRATEGY
Introduction
Marketing initiatives that span national borders are referred to as international marketing.
Applying marketing management concepts, principles, activities and processes to distribute
business ideas, products or services to consumers across international borders is known as
international marketing. In this context, culture can influence consumer behavior and affect
how companies market their products or services in international markets.
If a business can grow rapidly and achieve its goals to enter the international market, then
the company will feel happy. Competition in the business world is getting tougher, especially
in the same business field, due to the large number of organizations that stand in the same
business field. Every business must properly assess its marketing strategy in the face of
intense competition in the current era. An important task that every business must complete to
increase sales turnover and achieve maximum profit is the analysis of marketing plans. The
organization should be aware of both internal and external issues while examining its
marketing plan. The business should be aware of its strengths and limitations in terms of
internal issues. Regarding external issues, businesses must be aware of the state of the
external environment, including consumer behavior and market competition. (Pontoh et al.,
2021).
Culture plays an important role in shaping consumer behavior, including in terms of
preferences, beliefs, and values. Cultural differences between different countries or regions
can affect the way consumers perceive certain products or services, how they interact with
brands, and their purchasing preferences. In addition, cultural differences can affect the way
companies market their products or services, including aspects such as branding, pricing,
promotion, and distribution.
For example, in individualistic cultures such as in the United States, purchasing decisions
are often based on personal preferences and the desire to differentiate oneself from others. On
the other hand, in collectivist cultures such as in Japan, purchasing decisions are often based
on group consensus and collective judgment.
In addition, culture can also influence price preferences and brand preferences. In some
cultures, price is often perceived as a marker of quality, whereas in other cultures, a low price
may be perceived as better value. Likewise, brand preferences can vary between cultures.
Some cultures tend to prefer well-known and recognized international brands, whereas in
other cultures, local brands are more valued and more considered a symbol of national pride.
There are many challenges or problems in international trade that can prevent countries
from engaging in trade with each other. Both internal and external factors contribute to these
problems. Internal elements, such as company management, are the obstacles. While external
influences are events that occur outside the company, one of which is culture (Suhendra &
Pratama, 2022).
The relationship between organizational strategy and organizational culture is something
that needs to be considered in today's development, in order to optimize the implementation
of strategy in an organization, especially the marketing strategy that the author will discuss in
this research.Organizational culture significantly influences the process of formulating
organizational strategy and determining organizational strategy, including the problem of
implementing organizational strategy. In other words, the selection of organizational strategy
and the implementation of organizational strategy can further strengthen organizational
culture or change organizational culture. Then in what ways can the implementation of
organizational strategy strengthen organizational culture or even change organizational
culture? how does the role of organizational culture change? organizational culture in the
selection of organizational strategy and strategy implementation in the organization? (Wijaya,
2019).
In the context of international marketing, companies must consider the cultural
differences among their markets to build effective marketing strategies. Companies should
understand the values and cultural norms of consumers in their markets and ensure that their
marketing strategies reflect local values and preferences. For example, companies should
consider the differences in brand and price preferences among cultures and adjust their
strategies accordingly.
Thus, it is important for companies to understand the influence of culture on the
implementation of international marketing in order to achieve success in the growing global
market. This further presentation is expected to answer the above questions by inviting
readers to first understand the concepts of market competition, marketing strategy and
organizational culture and the relationship between the two in their implementation in
organizations.
Theoretical Study
The profitability of the company is determined by managerial decisions which are
influenced by the market competition of a product, it is explained in the general consensus.
Executive behavior or incentives given to managers are influenced by such competition
because of an agreement.
Culture can be explained as the totality of man-made beliefs, rules, techniques,
institutions and artifacts that characterize a human population. Therefore, culture consists of
patterns of behavior learned by members of a particular society, describing the unique
lifestyle of a group or individual. Social knowledge in an organization such as employee
attitudes and behaviors formed from rules, norms, and values can define an organizational
culture.
Strategy is a way, tactics, techniques, tactics, tactics and knowledge to use all sources
that contain insight in one's journey to take action to achieve predetermined goals. Marketing
is the analysis, planning, implementation, and control of programs intended to achieve
corporate goals by creating, developing, and maintaining profitable exchanges with target
customers.
Research Methodology
The research approach used in the preparation of this research is qualitative research,
which is a research procedure that produces descriptive data in the form of observed written
understanding. Because the research used fully emphasizes the collection of library data, this
type of research is called library research.
Results And Discussion
Market Competition
Based on literature sources on strategic management, companies can maintain their
competitive advantage by optimizing the utilization of their assets and skills.
In the context of trade liberalization, interactions between local stakeholders and
domestic firms have a comparative advantage over foreign firms, but may face challenges in
competing on cost. Therefore, the author argues that by strengthening relationships with local
consumers, employees, and other stakeholders, domestic companies can respond to
intensifying competition from foreign companies. To disadvantage their competitors, firms
can utilize social and environmental initiatives to differentiate themselves and create "soft"
trade barriers.
Traders consider market location to be a contributing factor to market competition.
Consumer convenience and proximity to consumers as well as the distance between
traditional stores and modern stores in the same service area are the main factors that can
influence consumer preferences.
Theory and previous research show that the level of market competition can be
reflected by the level of market concentration. When markets have a wide range of
interchangeable products, high market concentration may indicate intense competition.
However, if costs or market entry are different, lower market concentration may indicate less
competition (Prasetia, 2021).
Organizational Culture
Culture can be explained as the totality of man-made beliefs, rules, techniques,
institutions and artifacts that characterize a human population. Therefore, culture consists of
behavioral patterns learned by members of a particular society, describing the unique lifestyle
of a group or individual.
In the context of international business professionals, they can adapt or coexist with
other cultures by recognizing the cultural diversity of their own culture and learning about the
cultural traits to make adjustments. E.T. Hall suggests two ways to adapt to culture, namely:
Become one with the culture for a lifetime in the country.
Following a sophisticated and comprehensive training program that covers key
characteristics of the culture, including the culture itself.
It is important to note that some cultural characteristics that have relevance to
international business are as follows:
Culture reflects learned behavior that is transmitted from one member of a society to
another.
The relationship between elements of culture (interrelated), meaning that each
element in culture is interconnected with one another.
Culture is adaptable, which means that culture can change according to the influence
of external forces that affect the society.
Culture is shared by members of a society, and determines their membership in a
society. People who share the same culture are considered members of a society,
while those who do not share it are considered outside the boundaries of that society
(Islam et al., 2023).
Social class, culture, and subculture significantly influence consumer behavior when
making purchases. A person's culture essentially determines their desires and actions.
As a marketer, it is important to pay attention to the cultural values of different
countries to know the most suitable way to detect or gain new opportunities for product
innovation and sell existing products. Cross-border communication for commercial purposes
is a form of communication in the international market. Communication between individuals
from the same culture is still often difficult, let alone communication between individuals
from different cultures in terms of language, values, customers, and ways of thinking will be
more difficult and carry a high risk of miscommunication. This often happens because
individuals from one culture are unaware of the differences in cultural practices, such as
communication, traditions, and thought processes, in another culture. The hypothesis that
advertising content differs by country can be supported through marketing communication
literature focusing on advertising.
Social knowledge in an organization such as employee attitudes and behaviors formed
from rules, norms, and values can define an organizational culture. J. Chatman and DL
Caldwell, as stated in Colquitt et al., define organizational culture as social knowledge shared
within an organization about rules, norms, and values that shape employee attitudes and
behavior (Colquitt, et al, 2009: 546). Therefore, great practical value in marketing
communications can be made by understanding the importance of cultural values in
advertising. Building on cultural differences should be a guide to developing international
marketing communication strategies (Munson and McIntyre, 1979). Ignoring the cultural
implications contained in advertising can cause consumers to misinterpret the information
they receive. This miscommunication is often the cause of business failure in international
markets.
Knowledge of the market's cultural environment can be leveraged when marketers
discuss consumer tastes, purchasing behavior, and product usage patterns. To customize
marketing communication strategies to be accepted by consumers, it is not enough for
commercial enterprises to focus on cultural differences alone. However, companies also need
to find cultural similarities to seize opportunities and revise standard marketing strategies
based on cultural information-based marketing communication theory. The ability to carefully
handle cultural conventions and differences in the global market is an important task in
marketing.
International business is often conducted across cultures, and managers' awareness of
cross-cultural areas prone to communication barriers and conflicts can improve marketing
communication. The discovery by individuals from different cultures of new ways of solving
problems by incorporating solutions that focus on cultural aspects and look at problems from
other perspectives, can support international business success. (Prasetia, 2021).
Marketing Strategy
Strategy is a multidimensional concept that includes all important organizational
activities such as creating a sense of unity, organizational rules and goals and creating
opportunities for significant change (Jumingan, 2015). Strategy is a way, tactics, techniques,
tactics, tactics and knowledge to use all sources that contain insight in one's journey to take
action to achieve predetermined goals. Overall, a strategy can be understood as a set of
options for planning and implementing a plan of action and allocating resources important
resources to achieve a goal, taking into account reasonable competitive advantages, ideas,
comparisons, and sustainable resonance in the ideal and long-term direction or the
organization.
Rangkuti (2014) states that strategy is described as one of the business tools to achieve
long-term goals. Siagian (2012) explains that every company organization must deal with two
types of environments, namely internal and external. The size of the company determines the
complexity of the form, type and nature of participation in the increasingly difficult and
complex decision-making process. Therefore, strategic management is needed to manage
these various activities. The definition of strategic management is managing all decisions as
well as the implementation and evaluation of decisions to achieve organizational goals and
objectives (Aditua & Silalahi, 2016).
The process of organizing, coordinating, and managing resources to achieve goals
effectively and efficiently can be defined as management. Effective means achieving goals in
accordance with the strategy, while efficient means that current activities are completed
properly, regularly, and on schedule. (Sholikhah, 2021).
Marketing is the process of organizing, implementing, and supervising programs
intended to establish, expand, and maintain profitable exchanges in order to successfully
achieve the goals that the organization or company has set for itself. Decision-making
procedures based on marketing principles and management processes such as analysis,
planning, policy implementation, plans and strategies, tactics, and control are included in the
application of management science.
Marketing is the analysis, planning, implementation, and control of programs intended
to achieve corporate goals by creating, developing, and maintaining profitable exchanges with
target customers. Marketing is intended so that sellers understand, recognize, and understand
excessively to consumers so that the product or service is in accordance with consumer
desires and sells itself.
According to Abdullah and Tantri (2016) the results of the interaction of various
activities in which individuals and groups get their needs and wants through the process of
creating, offering, and trading goods with each other.
To develop an effective marketing strategy, marketers need to be aware of the types of
problem-solving techniques that consumers use when choosing a product or service. Abdullah
and Tantri (2016) state that when formulating a strategy, product managers must consult with
the purchasing and production departments to guarantee that sufficient raw resources are
available and produce sufficient units to achieve the desired results, as well as with sales
managers to obtain personnel-related support.
A marketing plan can be considered in light of the aforementioned idea of requiring
both internal and external marketing. The process of creating customer service is valued,
distributed, and promoted. known as external marketing. Internal marketing describes the
ability of employees to serve clients by valuing services not only based on Technical quality
is important, but functional quality is also important (Yeni et al., 2019).
It takes several techniques or strategies to introduce a company's product to the market
so that it is known, tried, and trusted, leading to consumers needing it, even if they do not
want to use other goods or develop this product. In general, there are three main marketing
strategies:
Market evolution
In an effort to find new customers for a business. There are several ways to do this, including:
Search for new markets and market segments.
Setting up a brand to increase sales.
Product modification
Achieved through modifying product features that can attract new buyers.
Improve product strength, purity, and other qualities such as durability. Such
efforts will be effective If the quality of the product improves, then consumers are
aware of and believe in the improved quality, and they are interested in the
improvements that have been made.
Side improvements. This is achieved by giving the product more functionality and
safety.
In repair mode. Improving the appearance or design of manufactured goods
Change the marketing mix
There are various ways to increase sales, including:
Lower prices to attract new market segments.
Engage in more engaging advertising and promotional efforts.
Changing distribution channels to increase revenue or production numbers.
Promotion is included in the updated marketing mix from the third strategy point of
view. Promoting products to consumers is one of the techniques to improve product
marketing in economics and marketing. (Mawar & Aslami, 2021).
The Effect of Organizational Culture on the Implementation of Marketing Management
Culture has many interconnected components. From these different parts, a deep
understanding is required. These cultural elements affect international marketing, including:
Mateial Life
The main element of culture is its material component. The main material life is problematic
in the development of technology as a tool for the production, distribution and consumption of
goods and services. Environmental factors explain the different levels and types of demand
for consumer goods.
Language
Language is one of the difficulties that must be overcome in worldwide marketing. To be able
to establish relationships and communicate internationally, this language is one of the
obstacles, therefore language is considered the most important element in the success of
international marketing management.
Social Interaction
An equally important element is also the way in which community members relate to each
other. This interaction can be expressed as the concept of kinship.
Aesthetics
The concepts and viewpoints adopted by a culture that upholds attractiveness and taste are
referred to as aesthetics. Three principles govern aesthetic expression in the Asia-Pacific
region: (1) complexity and dressing (diversity of shapes, forms, and colors); (2) harmony and
natural scenery (such as mountains, flowers, and trees); and (3) simplicity.
Religion
In many communities, religion is important. When religion plays an important role in
consumers' lives, businesses need to recognize this. Companies can engage Muslim
consumers and grow their business in Islamic societies by ensuring the things they offer are
halal and adding halal labels on every product that will be advertised.
Education
One of the main ways of passing culture from one generation to the next is education. The
level of education and the quality of that education are two elements of education that matter
to global marketers. It is imperative that businesses consider the quality of education. The
gateway to addressing corporate demands is education.
Value System
Every culture has a set of core values that guide people's norms and expectations. Norms
influence how people feel about things and moral principles. A society's value system is very
important from an international marketing perspective. Product positioning and selection in
product design will be driven by local sentiments towards other cultures (Islam et al., 2023).
Every country has a different culture, so it is crucial for international management to
understand how culture affects global trade. It can be disastrous for a business if overseas
managers do not understand the culture of the country they are doing business in.
The following are some of the traits that managers who oversee international business
should be aware of as it relates to international business:
Culture is a reflection of learned behaviors that are passed down from one member
of a society to another.
Cultural components are connected.
Culture is adaptable, meaning it can change in response to outside events that impact
the community.
The realization of a society is of course determined by the culture that its members
accept. Those who share the culture are considered members of the society, while
those who do not share the culture are considered to be outside the society. the
following are some other opinions about the characteristics of culture, as follows:
o Learning: Culture is acquired through learning and experience; it is not
inherited or biological.
o Shared: Culture is not unique to individuals and individuals; people are
members of a collection of organizations or cultural divisions of society.
o Generational change: Culture is cumulative and is passed on from one
generation to the next, leading to generational change.
o Symbolic: Culture based on an individual's ability to represent or utilize one
item to characterize another.
o Exemplary: As culture is structured and interconnected, changes to one
aspect will also affect the other.
o Adaptability: The human ability to evolve and adapt is the foundation of
culture.
In marketing, there is the term marketing mix which formulates marketing strategies
that must be carried out by business actors into the 4Ps, namely product, price, place and
promotion. For product marketing efforts to be successful and successful in a highly dynamic
international context, strategic marketers must incorporate cultural characteristics when
developing marketing mix strategies. As a result, it is important to create a good marketing
mix program based on the following factors:
Product
Businesses in international marketing must be able to design goods that appeal to their target
audience. And from a global perspective, culture is an important tool for product
development. Because the products needed for each marketing niche and the methods used to
produce them are different. Compared to other goods such as cars and motorcycles, some
products, especially food, beverages, and apparel, have a very deep cultural connection and
affinity. For cultural considerations, certain goods or services may also be prohibited or
restricted.
Price.
In culturally diverse regions, consumers' willingness to pay for goods will differ. Even items
that are considered of high value in one culture may be more valuable and worthwhile in
another.
Place (Distribution)
Strategic distribution can also be influenced by cultural factors. This depends on each person's
way of life and regional culture.
Promotion
Promotion is one of the four most frequently used components of the marketing mix.
Typically, culture will have a significant impact on a company's communication strategy.
Since advertising strategies that work well in one culture may work against them in another,
international marketers must be careful when conducting marketing communications through
advertising and other advertising promotion strategies.
The integration of marketing strategies and local culture will have an effect on
business continuity and successful product marketing, so it is important for international
marketers to understand this in relation to marketing strategies, especially the marketing mix
when formulating marketing strategies that are best suited to the highly dynamic international
target market of global marketers (Islam et al., 2023).
How to communicate is the key to success in business competition in the international
arena. It takes the right way of communication in the marketing field to win the competition.
This way of communicating is strongly influenced by cultural factors, so culture here has a
very important influence on the success of companies in going international. One of them
affects the leader's decision in making a policy. Marketing strategies with a broad scope to
cross-culture are indispensable in developing and introducing businesses on the international
stage international. So these leaders must have a high awareness of the different business
cultures. A manager's approach is influenced by their leadership. Less supportive leadership
in this situation results from a lack of trust in subordinates and excessive caution, which
inhibits employees from using creativity in their work. In other words, the current government
system is a directive system. This is clearly contrary to the spirit of strategic management,
which provides opportunities for employees to participate in project planning,
implementation, and evaluation (Dewie Tri Wijayati, 2010). international marketing
communication, which can be seen from the point of view of values, consumers, thinking
methods, and linguistic points of view, is a form of communication to reduce the emergence
of problems between people with different cultural backgrounds and different countries.
The rapid development of the business world and industry is also influenced by the
rapid flow of globalization. This encourages business people to start competing to increase
their economic and business scale towards the global market. To reach the global market,
there is a challenge to create unique business products, which are certainly supported by
cultural aspects. Culture impacts marketing strategies in two ways: marketers can combine
these two approaches, or they can modify international marketing tactics to better suit
regional cultural variants. One of these, in the field of applied marketing, is the global
standardization of advertising content. Empirical research shows that when there is a
significant cultural gap between a company's headquarters, where it is located, and a new area
of its target market, conditions for strategic promotion arise.
Cultural factors, such as customer purchasing behavior and habits that affect the
implementation of inventory policies, must also be taken into account when executing
distribution plans, which are components of marketing policies. For example, European
regions are accustomed to large-scale consumption to coincide with certain seasons, but Asian
regions, which experience only two seasons, have a pattern of immediate storage and small-
scale consumption. To enable this culture demands a pattern of product marketing approach
that suits the regional circumstances. (Gunanto & Gusti, 2017).
Conclusions
One factor that traders believe contributes to market competition is market location.
International business professionals who recognize that there are cultures that are different
from their own and that they must learn about these cultural traits in order to make
adjustments can adapt or coexist with other cultures. When people from one culture cannot
understand cultural differences defined in communication practices, customs, and culture, as
well as thought processing in the context of another culture, problems in cross-cultural
marketing communication sometimes develop. Communication methods are one of the keys
to success in commercial competitiveness on a global scale. In the world of marketing,
winning the competition requires the right communication. This form of communication is
greatly influenced by cultural characteristics, therefore culture has a significant influence on
how well companies enter the global market. Every country has a different culture, so it is
very important for international management to understand how culture affects global trade.
Market Competition
Based on literature sources on strategic management, companies can maintain their
competitive advantage by optimizing the utilization of their assets and skills.
In the context of trade liberalization, interactions between local stakeholders and
domestic firms have a comparative advantage over foreign firms, but may face challenges in
competing on cost. Therefore, the author argues that by strengthening relationships with local
consumers, employees, and other stakeholders, domestic companies can respond to
intensifying competition from foreign companies. To disadvantage their competitors, firms
can utilize social and environmental initiatives to differentiate themselves and create "soft"
trade barriers.
Traders consider market location to be a contributing factor to market competition.
Consumer convenience and proximity to consumers as well as the distance between
traditional stores and modern stores in the same service area are the main factors that can
influence consumer preferences.
Theory and previous research show that the level of market competition can be
reflected by the level of market concentration. When markets have a wide range of
interchangeable products, high market concentration may indicate intense competition.
However, if costs or market entry are different, lower market concentration may indicate less
competition (Prasetia, 2021).
Organizational Culture
Culture can be explained as the totality of man-made beliefs, rules, techniques,
institutions and artifacts that characterize a human population. Therefore, culture consists of
behavioral patterns learned by members of a particular society, describing the unique lifestyle
of a group or individual.
In the context of international business professionals, they can adapt or coexist with
other cultures by recognizing the cultural diversity of their own culture and learning about the
cultural traits to make adjustments. E.T. Hall suggests two ways to adapt to culture, namely:
Become one with the culture for a lifetime in the country.
Following a sophisticated and comprehensive training program that covers key
characteristics of the culture, including the culture itself.
It is important to note that some cultural characteristics that have relevance to
international business are as follows:
Culture reflects learned behavior that is transmitted from one member of a society to
another.
The relationship between elements of culture (interrelated), meaning that each
element in culture is interconnected with one another.
Culture is adaptable, which means that culture can change according to the influence
of external forces that affect the society.
Culture is shared by members of a society, and determines their membership in a
society. People who share the same culture are considered members of a society,
while those who do not share it are considered outside the boundaries of that society
(Islam et al., 2023).
Social class, culture, and subculture significantly influence consumer behavior when
making purchases. A person's culture essentially determines their desires and actions.
As a marketer, it is important to pay attention to the cultural values of different
countries to know the most suitable way to detect or gain new opportunities for product
innovation and sell existing products. Cross-border communication for commercial purposes
is a form of communication in the international market. Communication between individuals
from the same culture is still often difficult, let alone communication between individuals
from different cultures in terms of language, values, customers, and ways of thinking will be
more difficult and carry a high risk of miscommunication. This often happens because
individuals from one culture are unaware of the differences in cultural practices, such as
communication, traditions, and thought processes, in another culture. The hypothesis that
advertising content differs by country can be supported through marketing communication
literature focusing on advertising.
Social knowledge in an organization such as employee attitudes and behaviors formed
from rules, norms, and values can define an organizational culture. J. Chatman and DL
Caldwell, as stated in Colquitt et al., define organizational culture as social knowledge shared
within an organization about rules, norms, and values that shape employee attitudes and
behavior (Colquitt, et al, 2009: 546). Therefore, great practical value in marketing
communications can be made by understanding the importance of cultural values in
advertising. Building on cultural differences should be a guide to developing international
marketing communication strategies (Munson and McIntyre, 1979). Ignoring the cultural
implications contained in advertising can cause consumers to misinterpret the information
they receive. This miscommunication is often the cause of business failure in international
markets.
Knowledge of the market's cultural environment can be leveraged when marketers
discuss consumer tastes, purchasing behavior, and product usage patterns. To customize
marketing communication strategies to be accepted by consumers, it is not enough for
commercial enterprises to focus on cultural differences alone. However, companies also need
to find cultural similarities to seize opportunities and revise standard marketing strategies
based on cultural information-based marketing communication theory. The ability to carefully
handle cultural conventions and differences in the global market is an important task in
marketing.
International business is often conducted across cultures, and managers' awareness of
cross-cultural areas prone to communication barriers and conflicts can improve marketing
communication. The discovery by individuals from different cultures of new ways of solving
problems by incorporating solutions that focus on cultural aspects and look at problems from
other perspectives, can support international business success. (Prasetia, 2021).
Marketing Strategy
Strategy is a multidimensional concept that includes all important organizational
activities such as creating a sense of unity, organizational rules and goals and creating
opportunities for significant change (Jumingan, 2015). Strategy is a way, tactics, techniques,
tactics, tactics and knowledge to use all sources that contain insight in one's journey to take
action to achieve predetermined goals. Overall, a strategy can be understood as a set of
options for planning and implementing a plan of action and allocating resources important
resources to achieve a goal, taking into account reasonable competitive advantages, ideas,
comparisons, and sustainable resonance in the ideal and long-term direction or the
organization.
Rangkuti (2014) states that strategy is described as one of the business tools to achieve
long-term goals. Siagian (2012) explains that every company organization must deal with two
types of environments, namely internal and external. The size of the company determines the
complexity of the form, type and nature of participation in the increasingly difficult and
complex decision-making process. Therefore, strategic management is needed to manage
these various activities. The definition of strategic management is managing all decisions as
well as the implementation and evaluation of decisions to achieve organizational goals and
objectives (Aditua & Silalahi, 2016).
The process of organizing, coordinating, and managing resources to achieve goals
effectively and efficiently can be defined as management. Effective means achieving goals in
accordance with the strategy, while efficient means that current activities are completed
properly, regularly, and on schedule. (Sholikhah, 2021).
Marketing is the process of organizing, implementing, and supervising programs
intended to establish, expand, and maintain profitable exchanges in order to successfully
achieve the goals that the organization or company has set for itself. Decision-making
procedures based on marketing principles and management processes such as analysis,
planning, policy implementation, plans and strategies, tactics, and control are included in the
application of management science.
Marketing is the analysis, planning, implementation, and control of programs intended
to achieve corporate goals by creating, developing, and maintaining profitable exchanges with
target customers. Marketing is intended so that sellers understand, recognize, and understand
excessively to consumers so that the product or service is in accordance with consumer
desires and sells itself.
According to Abdullah and Tantri (2016) the results of the interaction of various
activities in which individuals and groups get their needs and wants through the process of
creating, offering, and trading goods with each other.
To develop an effective marketing strategy, marketers need to be aware of the types of
problem-solving techniques that consumers use when choosing a product or service. Abdullah
and Tantri (2016) state that when formulating a strategy, product managers must consult with
the purchasing and production departments to guarantee that sufficient raw resources are
available and produce sufficient units to achieve the desired results, as well as with sales
managers to obtain personnel-related support.
A marketing plan can be considered in light of the aforementioned idea of requiring
both internal and external marketing. The process of creating customer service is valued,
distributed, and promoted. known as external marketing. Internal marketing describes the
ability of employees to serve clients by valuing services not only based on Technical quality
is important, but functional quality is also important (Yeni et al., 2019).
It takes several techniques or strategies to introduce a company's product to the market
so that it is known, tried, and trusted, leading to consumers needing it, even if they do not
want to use other goods or develop this product. In general, there are three main marketing
strategies:
Market evolution
In an effort to find new customers for a business. There are several ways to do this, including:
Search for new markets and market segments.
Setting up a brand to increase sales.
Product modification
Achieved through modifying product features that can attract new buyers.
Improve product strength, purity, and other qualities such as durability. Such
efforts will be effective If the quality of the product improves, then consumers are
aware of and believe in the improved quality, and they are interested in the
improvements that have been made.
Side improvements. This is achieved by giving the product more functionality and
safety.
In repair mode. Improving the appearance or design of manufactured goods
Change the marketing mix
There are various ways to increase sales, including:
Lower prices to attract new market segments.
Engage in more engaging advertising and promotional efforts.
Changing distribution channels to increase revenue or production numbers.
Promotion is included in the updated marketing mix from the third strategy point of
view. Promoting products to consumers is one of the techniques to improve product
marketing in economics and marketing. (Mawar & Aslami, 2021).
The Effect of Organizational Culture on the Implementation of Marketing Management
Culture has many interconnected components. From these different parts, a deep
understanding is required. These cultural elements affect international marketing, including:
Mateial Life
The main element of culture is its material component. The main material life is problematic
in the development of technology as a tool for the production, distribution and consumption of
goods and services. Environmental factors explain the different levels and types of demand
for consumer goods.
Language
Language is one of the difficulties that must be overcome in worldwide marketing. To be able
to establish relationships and communicate internationally, this language is one of the
obstacles, therefore language is considered the most important element in the success of
international marketing management.
Social Interaction
An equally important element is also the way in which community members relate to each
other. This interaction can be expressed as the concept of kinship.
Aesthetics
The concepts and viewpoints adopted by a culture that upholds attractiveness and taste are
referred to as aesthetics. Three principles govern aesthetic expression in the Asia-Pacific
region: (1) complexity and dressing (diversity of shapes, forms, and colors); (2) harmony and
natural scenery (such as mountains, flowers, and trees); and (3) simplicity.
Religion
In many communities, religion is important. When religion plays an important role in
consumers' lives, businesses need to recognize this. Companies can engage Muslim
consumers and grow their business in Islamic societies by ensuring the things they offer are
halal and adding halal labels on every product that will be advertised.
Education
One of the main ways of passing culture from one generation to the next is education. The
level of education and the quality of that education are two elements of education that matter
to global marketers. It is imperative that businesses consider the quality of education. The
gateway to addressing corporate demands is education.
Value System
Every culture has a set of core values that guide people's norms and expectations. Norms
influence how people feel about things and moral principles. A society's value system is very
important from an international marketing perspective. Product positioning and selection in
product design will be driven by local sentiments towards other cultures (Islam et al., 2023).
Every country has a different culture, so it is crucial for international management to
understand how culture affects global trade. It can be disastrous for a business if overseas
managers do not understand the culture of the country they are doing business in.
The following are some of the traits that managers who oversee international business
should be aware of as it relates to international business:
Culture is a reflection of learned behaviors that are passed down from one member
of a society to another.
Cultural components are connected.
Culture is adaptable, meaning it can change in response to outside events that impact
the community.
The realization of a society is of course determined by the culture that its members
accept. Those who share the culture are considered members of the society, while
those who do not share the culture are considered to be outside the society. the
following are some other opinions about the characteristics of culture, as follows:
o Learning: Culture is acquired through learning and experience; it is not
inherited or biological.
o Shared: Culture is not unique to individuals and individuals; people are
members of a collection of organizations or cultural divisions of society.
o Generational change: Culture is cumulative and is passed on from one
generation to the next, leading to generational change.
o Symbolic: Culture based on an individual's ability to represent or utilize one
item to characterize another.
o Exemplary: As culture is structured and interconnected, changes to one
aspect will also affect the other.
o Adaptability: The human ability to evolve and adapt is the foundation of
culture.
In marketing, there is the term marketing mix which formulates marketing strategies
that must be carried out by business actors into the 4Ps, namely product, price, place and
promotion. For product marketing efforts to be successful and successful in a highly dynamic
international context, strategic marketers must incorporate cultural characteristics when
developing marketing mix strategies. As a result, it is important to create a good marketing
mix program based on the following factors:
Product
Businesses in international marketing must be able to design goods that appeal to their target
audience. And from a global perspective, culture is an important tool for product
development. Because the products needed for each marketing niche and the methods used to
produce them are different. Compared to other goods such as cars and motorcycles, some
products, especially food, beverages, and apparel, have a very deep cultural connection and
affinity. For cultural considerations, certain goods or services may also be prohibited or
restricted.
Price.
In culturally diverse regions, consumers' willingness to pay for goods will differ. Even items
that are considered of high value in one culture may be more valuable and worthwhile in
another.
Place (Distribution)
Strategic distribution can also be influenced by cultural factors. This depends on each person's
way of life and regional culture.
Promotion
Promotion is one of the four most frequently used components of the marketing mix.
Typically, culture will have a significant impact on a company's communication strategy.
Since advertising strategies that work well in one culture may work against them in another,
international marketers must be careful when conducting marketing communications through
advertising and other advertising promotion strategies.
The integration of marketing strategies and local culture will have an effect on
business continuity and successful product marketing, so it is important for international
marketers to understand this in relation to marketing strategies, especially the marketing mix
when formulating marketing strategies that are best suited to the highly dynamic international
target market of global marketers (Islam et al., 2023).
How to communicate is the key to success in business competition in the international
arena. It takes the right way of communication in the marketing field to win the competition.
This way of communicating is strongly influenced by cultural factors, so culture here has a
very important influence on the success of companies in going international. One of them
affects the leader's decision in making a policy. Marketing strategies with a broad scope to
cross-culture are indispensable in developing and introducing businesses on the international
stage international. So these leaders must have a high awareness of the different business
cultures. A manager's approach is influenced by their leadership. Less supportive leadership
in this situation results from a lack of trust in subordinates and excessive caution, which
inhibits employees from using creativity in their work. In other words, the current government
system is a directive system. This is clearly contrary to the spirit of strategic management,
which provides opportunities for employees to participate in project planning,
implementation, and evaluation (Dewie Tri Wijayati, 2010). international marketing
communication, which can be seen from the point of view of values, consumers, thinking
methods, and linguistic points of view, is a form of communication to reduce the emergence
of problems between people with different cultural backgrounds and different countries.
The rapid development of the business world and industry is also influenced by the
rapid flow of globalization. This encourages business people to start competing to increase
their economic and business scale towards the global market. To reach the global market,
there is a challenge to create unique business products, which are certainly supported by
cultural aspects. Culture impacts marketing strategies in two ways: marketers can combine
these two approaches, or they can modify international marketing tactics to better suit
regional cultural variants. One of these, in the field of applied marketing, is the global
standardization of advertising content. Empirical research shows that when there is a
significant cultural gap between a company's headquarters, where it is located, and a new area
of its target market, conditions for strategic promotion arise.
Cultural factors, such as customer purchasing behavior and habits that affect the
implementation of inventory policies, must also be taken into account when executing
distribution plans, which are components of marketing policies. For example, European
regions are accustomed to large-scale consumption to coincide with certain seasons, but Asian
regions, which experience only two seasons, have a pattern of immediate storage and small-
scale consumption. To enable this culture demands a pattern of product marketing approach
that suits the regional circumstances. (Gunanto & Gusti, 2017).
Conclusions
One factor that traders believe contributes to market competition is market location.
International business professionals who recognize that there are cultures that are different
from their own and that they must learn about these cultural traits in order to make
adjustments can adapt or coexist with other cultures. When people from one culture cannot
understand cultural differences defined in communication practices, customs, and culture, as
well as thought processing in the context of another culture, problems in cross-cultural
marketing communication sometimes develop. Communication methods are one of the keys
to success in commercial competitiveness on a global scale. In the world of marketing,
winning the competition requires the right communication. This form of communication is
greatly influenced by cultural characteristics, therefore culture has a significant influence on
how well companies enter the global market. Every country has a different culture, so it is
very important for international management to understand how culture affects global trade.
Market Competition
Based on literature sources on strategic management, companies can maintain their
competitive advantage by optimizing the utilization of their assets and skills.
In the context of trade liberalization, interactions between local stakeholders and
domestic firms have a comparative advantage over foreign firms, but may face challenges in
competing on cost. Therefore, the author argues that by strengthening relationships with local
consumers, employees, and other stakeholders, domestic companies can respond to
intensifying competition from foreign companies. To disadvantage their competitors, firms
can utilize social and environmental initiatives to differentiate themselves and create "soft"
trade barriers.
Traders consider market location to be a contributing factor to market competition.
Consumer convenience and proximity to consumers as well as the distance between
traditional stores and modern stores in the same service area are the main factors that can
influence consumer preferences.
Theory and previous research show that the level of market competition can be
reflected by the level of market concentration. When markets have a wide range of
interchangeable products, high market concentration may indicate intense competition.
However, if costs or market entry are different, lower market concentration may indicate less
competition (Prasetia, 2021).
Organizational Culture
Culture can be explained as the totality of man-made beliefs, rules, techniques,
institutions and artifacts that characterize a human population. Therefore, culture consists of
behavioral patterns learned by members of a particular society, describing the unique lifestyle
of a group or individual.
In the context of international business professionals, they can adapt or coexist with
other cultures by recognizing the cultural diversity of their own culture and learning about the
cultural traits to make adjustments. E.T. Hall suggests two ways to adapt to culture, namely:
Become one with the culture for a lifetime in the country.
Following a sophisticated and comprehensive training program that covers key
characteristics of the culture, including the culture itself.
It is important to note that some cultural characteristics that have relevance to
international business are as follows:
Culture reflects learned behavior that is transmitted from one member of a society to
another.
The relationship between elements of culture (interrelated), meaning that each
element in culture is interconnected with one another.
Culture is adaptable, which means that culture can change according to the influence
of external forces that affect the society.
Culture is shared by members of a society, and determines their membership in a
society. People who share the same culture are considered members of a society,
while those who do not share it are considered outside the boundaries of that society
(Islam et al., 2023).
Social class, culture, and subculture significantly influence consumer behavior when
making purchases. A person's culture essentially determines their desires and actions.
As a marketer, it is important to pay attention to the cultural values of different
countries to know the most suitable way to detect or gain new opportunities for product
innovation and sell existing products. Cross-border communication for commercial purposes
is a form of communication in the international market. Communication between individuals
from the same culture is still often difficult, let alone communication between individuals
from different cultures in terms of language, values, customers, and ways of thinking will be
more difficult and carry a high risk of miscommunication. This often happens because
individuals from one culture are unaware of the differences in cultural practices, such as
communication, traditions, and thought processes, in another culture. The hypothesis that
advertising content differs by country can be supported through marketing communication
literature focusing on advertising.
Social knowledge in an organization such as employee attitudes and behaviors formed
from rules, norms, and values can define an organizational culture. J. Chatman and DL
Caldwell, as stated in Colquitt et al., define organizational culture as social knowledge shared
within an organization about rules, norms, and values that shape employee attitudes and
behavior (Colquitt, et al, 2009: 546). Therefore, great practical value in marketing
communications can be made by understanding the importance of cultural values in
advertising. Building on cultural differences should be a guide to developing international
marketing communication strategies (Munson and McIntyre, 1979). Ignoring the cultural
implications contained in advertising can cause consumers to misinterpret the information
they receive. This miscommunication is often the cause of business failure in international
markets.
Knowledge of the market's cultural environment can be leveraged when marketers
discuss consumer tastes, purchasing behavior, and product usage patterns. To customize
marketing communication strategies to be accepted by consumers, it is not enough for
commercial enterprises to focus on cultural differences alone. However, companies also need
to find cultural similarities to seize opportunities and revise standard marketing strategies
based on cultural information-based marketing communication theory. The ability to carefully
handle cultural conventions and differences in the global market is an important task in
marketing.
International business is often conducted across cultures, and managers' awareness of
cross-cultural areas prone to communication barriers and conflicts can improve marketing
communication. The discovery by individuals from different cultures of new ways of solving
problems by incorporating solutions that focus on cultural aspects and look at problems from
other perspectives, can support international business success. (Prasetia, 2021).
Marketing Strategy
Strategy is a multidimensional concept that includes all important organizational
activities such as creating a sense of unity, organizational rules and goals and creating
opportunities for significant change (Jumingan, 2015). Strategy is a way, tactics, techniques,
tactics, tactics and knowledge to use all sources that contain insight in one's journey to take
action to achieve predetermined goals. Overall, a strategy can be understood as a set of
options for planning and implementing a plan of action and allocating resources important
resources to achieve a goal, taking into account reasonable competitive advantages, ideas,
comparisons, and sustainable resonance in the ideal and long-term direction or the
organization.
Rangkuti (2014) states that strategy is described as one of the business tools to achieve
long-term goals. Siagian (2012) explains that every company organization must deal with two
types of environments, namely internal and external. The size of the company determines the
complexity of the form, type and nature of participation in the increasingly difficult and
complex decision-making process. Therefore, strategic management is needed to manage
these various activities. The definition of strategic management is managing all decisions as
well as the implementation and evaluation of decisions to achieve organizational goals and
objectives (Aditua & Silalahi, 2016).
The process of organizing, coordinating, and managing resources to achieve goals
effectively and efficiently can be defined as management. Effective means achieving goals in
accordance with the strategy, while efficient means that current activities are completed
properly, regularly, and on schedule. (Sholikhah, 2021).
Marketing is the process of organizing, implementing, and supervising programs
intended to establish, expand, and maintain profitable exchanges in order to successfully
achieve the goals that the organization or company has set for itself. Decision-making
procedures based on marketing principles and management processes such as analysis,
planning, policy implementation, plans and strategies, tactics, and control are included in the
application of management science.
Marketing is the analysis, planning, implementation, and control of programs intended
to achieve corporate goals by creating, developing, and maintaining profitable exchanges with
target customers. Marketing is intended so that sellers understand, recognize, and understand
excessively to consumers so that the product or service is in accordance with consumer
desires and sells itself.
According to Abdullah and Tantri (2016) the results of the interaction of various
activities in which individuals and groups get their needs and wants through the process of
creating, offering, and trading goods with each other.
To develop an effective marketing strategy, marketers need to be aware of the types of
problem-solving techniques that consumers use when choosing a product or service. Abdullah
and Tantri (2016) state that when formulating a strategy, product managers must consult with
the purchasing and production departments to guarantee that sufficient raw resources are
available and produce sufficient units to achieve the desired results, as well as with sales
managers to obtain personnel-related support.
A marketing plan can be considered in light of the aforementioned idea of requiring
both internal and external marketing. The process of creating customer service is valued,
distributed, and promoted. known as external marketing. Internal marketing describes the
ability of employees to serve clients by valuing services not only based on Technical quality
is important, but functional quality is also important (Yeni et al., 2019).
It takes several techniques or strategies to introduce a company's product to the market
so that it is known, tried, and trusted, leading to consumers needing it, even if they do not
want to use other goods or develop this product. In general, there are three main marketing
strategies:
Market evolution
In an effort to find new customers for a business. There are several ways to do this, including:
Search for new markets and market segments.
Setting up a brand to increase sales.
Product modification
Achieved through modifying product features that can attract new buyers.
Improve product strength, purity, and other qualities such as durability. Such
efforts will be effective If the quality of the product improves, then consumers are
aware of and believe in the improved quality, and they are interested in the
improvements that have been made.
Side improvements. This is achieved by giving the product more functionality and
safety.
In repair mode. Improving the appearance or design of manufactured goods
Change the marketing mix
There are various ways to increase sales, including:
Lower prices to attract new market segments.
Engage in more engaging advertising and promotional efforts.
Changing distribution channels to increase revenue or production numbers.
Promotion is included in the updated marketing mix from the third strategy point of
view. Promoting products to consumers is one of the techniques to improve product
marketing in economics and marketing. (Mawar & Aslami, 2021).
The Effect of Organizational Culture on the Implementation of Marketing Management
Culture has many interconnected components. From these different parts, a deep
understanding is required. These cultural elements affect international marketing, including:
Mateial Life
The main element of culture is its material component. The main material life is problematic
in the development of technology as a tool for the production, distribution and consumption of
goods and services. Environmental factors explain the different levels and types of demand
for consumer goods.
Language
Language is one of the difficulties that must be overcome in worldwide marketing. To be able
to establish relationships and communicate internationally, this language is one of the
obstacles, therefore language is considered the most important element in the success of
international marketing management.
Social Interaction
An equally important element is also the way in which community members relate to each
other. This interaction can be expressed as the concept of kinship.
Aesthetics
The concepts and viewpoints adopted by a culture that upholds attractiveness and taste are
referred to as aesthetics. Three principles govern aesthetic expression in the Asia-Pacific
region: (1) complexity and dressing (diversity of shapes, forms, and colors); (2) harmony and
natural scenery (such as mountains, flowers, and trees); and (3) simplicity.
Religion
In many communities, religion is important. When religion plays an important role in
consumers' lives, businesses need to recognize this. Companies can engage Muslim
consumers and grow their business in Islamic societies by ensuring the things they offer are
halal and adding halal labels on every product that will be advertised.
Education
One of the main ways of passing culture from one generation to the next is education. The
level of education and the quality of that education are two elements of education that matter
to global marketers. It is imperative that businesses consider the quality of education. The
gateway to addressing corporate demands is education.
Value System
Every culture has a set of core values that guide people's norms and expectations. Norms
influence how people feel about things and moral principles. A society's value system is very
important from an international marketing perspective. Product positioning and selection in
product design will be driven by local sentiments towards other cultures (Islam et al., 2023).
Every country has a different culture, so it is crucial for international management to
understand how culture affects global trade. It can be disastrous for a business if overseas
managers do not understand the culture of the country they are doing business in.
The following are some of the traits that managers who oversee international business
should be aware of as it relates to international business:
Culture is a reflection of learned behaviors that are passed down from one member
of a society to another.
Cultural components are connected.
Culture is adaptable, meaning it can change in response to outside events that impact
the community.
The realization of a society is of course determined by the culture that its members
accept. Those who share the culture are considered members of the society, while
those who do not share the culture are considered to be outside the society. the
following are some other opinions about the characteristics of culture, as follows:
o Learning: Culture is acquired through learning and experience; it is not
inherited or biological.
o Shared: Culture is not unique to individuals and individuals; people are
members of a collection of organizations or cultural divisions of society.
o Generational change: Culture is cumulative and is passed on from one
generation to the next, leading to generational change.
o Symbolic: Culture based on an individual's ability to represent or utilize one
item to characterize another.
o Exemplary: As culture is structured and interconnected, changes to one
aspect will also affect the other.
o Adaptability: The human ability to evolve and adapt is the foundation of
culture.
In marketing, there is the term marketing mix which formulates marketing strategies
that must be carried out by business actors into the 4Ps, namely product, price, place and
promotion. For product marketing efforts to be successful and successful in a highly dynamic
international context, strategic marketers must incorporate cultural characteristics when
developing marketing mix strategies. As a result, it is important to create a good marketing
mix program based on the following factors:
Product
Businesses in international marketing must be able to design goods that appeal to their target
audience. And from a global perspective, culture is an important tool for product
development. Because the products needed for each marketing niche and the methods used to
produce them are different. Compared to other goods such as cars and motorcycles, some
products, especially food, beverages, and apparel, have a very deep cultural connection and
affinity. For cultural considerations, certain goods or services may also be prohibited or
restricted.
Price.
In culturally diverse regions, consumers' willingness to pay for goods will differ. Even items
that are considered of high value in one culture may be more valuable and worthwhile in
another.
Place (Distribution)
Strategic distribution can also be influenced by cultural factors. This depends on each person's
way of life and regional culture.
Promotion
Promotion is one of the four most frequently used components of the marketing mix.
Typically, culture will have a significant impact on a company's communication strategy.
Since advertising strategies that work well in one culture may work against them in another,
international marketers must be careful when conducting marketing communications through
advertising and other advertising promotion strategies.
The integration of marketing strategies and local culture will have an effect on
business continuity and successful product marketing, so it is important for international
marketers to understand this in relation to marketing strategies, especially the marketing mix
when formulating marketing strategies that are best suited to the highly dynamic international
target market of global marketers (Islam et al., 2023).
How to communicate is the key to success in business competition in the international
arena. It takes the right way of communication in the marketing field to win the competition.
This way of communicating is strongly influenced by cultural factors, so culture here has a
very important influence on the success of companies in going international. One of them
affects the leader's decision in making a policy. Marketing strategies with a broad scope to
cross-culture are indispensable in developing and introducing businesses on the international
stage international. So these leaders must have a high awareness of the different business
cultures. A manager's approach is influenced by their leadership. Less supportive leadership
in this situation results from a lack of trust in subordinates and excessive caution, which
inhibits employees from using creativity in their work. In other words, the current government
system is a directive system. This is clearly contrary to the spirit of strategic management,
which provides opportunities for employees to participate in project planning,
implementation, and evaluation (Dewie Tri Wijayati, 2010). international marketing
communication, which can be seen from the point of view of values, consumers, thinking
methods, and linguistic points of view, is a form of communication to reduce the emergence
of problems between people with different cultural backgrounds and different countries.
The rapid development of the business world and industry is also influenced by the
rapid flow of globalization. This encourages business people to start competing to increase
their economic and business scale towards the global market. To reach the global market,
there is a challenge to create unique business products, which are certainly supported by
cultural aspects. Culture impacts marketing strategies in two ways: marketers can combine
these two approaches, or they can modify international marketing tactics to better suit
regional cultural variants. One of these, in the field of applied marketing, is the global
standardization of advertising content. Empirical research shows that when there is a
significant cultural gap between a company's headquarters, where it is located, and a new area
of its target market, conditions for strategic promotion arise.
Cultural factors, such as customer purchasing behavior and habits that affect the
implementation of inventory policies, must also be taken into account when executing
distribution plans, which are components of marketing policies. For example, European
regions are accustomed to large-scale consumption to coincide with certain seasons, but Asian
regions, which experience only two seasons, have a pattern of immediate storage and small-
scale consumption. To enable this culture demands a pattern of product marketing approach
that suits the regional circumstances. (Gunanto & Gusti, 2017).
Conclusions
One factor that traders believe contributes to market competition is market location.
International business professionals who recognize that there are cultures that are different
from their own and that they must learn about these cultural traits in order to make
adjustments can adapt or coexist with other cultures. When people from one culture cannot
understand cultural differences defined in communication practices, customs, and culture, as
well as thought processing in the context of another culture, problems in cross-cultural
marketing communication sometimes develop. Communication methods are one of the keys
to success in commercial competitiveness on a global scale. In the world of marketing,
winning the competition requires the right communication. This form of communication is
greatly influenced by cultural characteristics, therefore culture has a significant influence on
how well companies enter the global market. Every country has a different culture, so it is
very important for international management to understand how culture affects global trade.
Market Competition
Based on literature sources on strategic management, companies can maintain their
competitive advantage by optimizing the utilization of their assets and skills.
In the context of trade liberalization, interactions between local stakeholders and
domestic firms have a comparative advantage over foreign firms, but may face challenges in
competing on cost. Therefore, the author argues that by strengthening relationships with local
consumers, employees, and other stakeholders, domestic companies can respond to
intensifying competition from foreign companies. To disadvantage their competitors, firms
can utilize social and environmental initiatives to differentiate themselves and create "soft"
trade barriers.
Traders consider market location to be a contributing factor to market competition.
Consumer convenience and proximity to consumers as well as the distance between
traditional stores and modern stores in the same service area are the main factors that can
influence consumer preferences.
Theory and previous research show that the level of market competition can be
reflected by the level of market concentration. When markets have a wide range of
interchangeable products, high market concentration may indicate intense competition.
However, if costs or market entry are different, lower market concentration may indicate less
competition (Prasetia, 2021).
Organizational Culture
Culture can be explained as the totality of man-made beliefs, rules, techniques,
institutions and artifacts that characterize a human population. Therefore, culture consists of
behavioral patterns learned by members of a particular society, describing the unique lifestyle
of a group or individual.
In the context of international business professionals, they can adapt or coexist with
other cultures by recognizing the cultural diversity of their own culture and learning about the
cultural traits to make adjustments. E.T. Hall suggests two ways to adapt to culture, namely:
Become one with the culture for a lifetime in the country.
Following a sophisticated and comprehensive training program that covers key
characteristics of the culture, including the culture itself.
It is important to note that some cultural characteristics that have relevance to
international business are as follows:
Culture reflects learned behavior that is transmitted from one member of a society to
another.
The relationship between elements of culture (interrelated), meaning that each
element in culture is interconnected with one another.
Culture is adaptable, which means that culture can change according to the influence
of external forces that affect the society.
Culture is shared by members of a society, and determines their membership in a
society. People who share the same culture are considered members of a society,
while those who do not share it are considered outside the boundaries of that society
(Islam et al., 2023).
Social class, culture, and subculture significantly influence consumer behavior when
making purchases. A person's culture essentially determines their desires and actions.
As a marketer, it is important to pay attention to the cultural values of different
countries to know the most suitable way to detect or gain new opportunities for product
innovation and sell existing products. Cross-border communication for commercial purposes
is a form of communication in the international market. Communication between individuals
from the same culture is still often difficult, let alone communication between individuals
from different cultures in terms of language, values, customers, and ways of thinking will be
more difficult and carry a high risk of miscommunication. This often happens because
individuals from one culture are unaware of the differences in cultural practices, such as
communication, traditions, and thought processes, in another culture. The hypothesis that
advertising content differs by country can be supported through marketing communication
literature focusing on advertising.
Social knowledge in an organization such as employee attitudes and behaviors formed
from rules, norms, and values can define an organizational culture. J. Chatman and DL
Caldwell, as stated in Colquitt et al., define organizational culture as social knowledge shared
within an organization about rules, norms, and values that shape employee attitudes and
behavior (Colquitt, et al, 2009: 546). Therefore, great practical value in marketing
communications can be made by understanding the importance of cultural values in
advertising. Building on cultural differences should be a guide to developing international
marketing communication strategies (Munson and McIntyre, 1979). Ignoring the cultural
implications contained in advertising can cause consumers to misinterpret the information
they receive. This miscommunication is often the cause of business failure in international
markets.
Knowledge of the market's cultural environment can be leveraged when marketers
discuss consumer tastes, purchasing behavior, and product usage patterns. To customize
marketing communication strategies to be accepted by consumers, it is not enough for
commercial enterprises to focus on cultural differences alone. However, companies also need
to find cultural similarities to seize opportunities and revise standard marketing strategies
based on cultural information-based marketing communication theory. The ability to carefully
handle cultural conventions and differences in the global market is an important task in
marketing.
International business is often conducted across cultures, and managers' awareness of
cross-cultural areas prone to communication barriers and conflicts can improve marketing
communication. The discovery by individuals from different cultures of new ways of solving
problems by incorporating solutions that focus on cultural aspects and look at problems from
other perspectives, can support international business success. (Prasetia, 2021).
Marketing Strategy
Strategy is a multidimensional concept that includes all important organizational
activities such as creating a sense of unity, organizational rules and goals and creating
opportunities for significant change (Jumingan, 2015). Strategy is a way, tactics, techniques,
tactics, tactics and knowledge to use all sources that contain insight in one's journey to take
action to achieve predetermined goals. Overall, a strategy can be understood as a set of
options for planning and implementing a plan of action and allocating resources important
resources to achieve a goal, taking into account reasonable competitive advantages, ideas,
comparisons, and sustainable resonance in the ideal and long-term direction or the
organization.
Rangkuti (2014) states that strategy is described as one of the business tools to achieve
long-term goals. Siagian (2012) explains that every company organization must deal with two
types of environments, namely internal and external. The size of the company determines the
complexity of the form, type and nature of participation in the increasingly difficult and
complex decision-making process. Therefore, strategic management is needed to manage
these various activities. The definition of strategic management is managing all decisions as
well as the implementation and evaluation of decisions to achieve organizational goals and
objectives (Aditua & Silalahi, 2016).
The process of organizing, coordinating, and managing resources to achieve goals
effectively and efficiently can be defined as management. Effective means achieving goals in
accordance with the strategy, while efficient means that current activities are completed
properly, regularly, and on schedule. (Sholikhah, 2021).
Marketing is the process of organizing, implementing, and supervising programs
intended to establish, expand, and maintain profitable exchanges in order to successfully
achieve the goals that the organization or company has set for itself. Decision-making
procedures based on marketing principles and management processes such as analysis,
planning, policy implementation, plans and strategies, tactics, and control are included in the
application of management science.
Marketing is the analysis, planning, implementation, and control of programs intended
to achieve corporate goals by creating, developing, and maintaining profitable exchanges with
target customers. Marketing is intended so that sellers understand, recognize, and understand
excessively to consumers so that the product or service is in accordance with consumer
desires and sells itself.
According to Abdullah and Tantri (2016) the results of the interaction of various
activities in which individuals and groups get their needs and wants through the process of
creating, offering, and trading goods with each other.
To develop an effective marketing strategy, marketers need to be aware of the types of
problem-solving techniques that consumers use when choosing a product or service. Abdullah
and Tantri (2016) state that when formulating a strategy, product managers must consult with
the purchasing and production departments to guarantee that sufficient raw resources are
available and produce sufficient units to achieve the desired results, as well as with sales
managers to obtain personnel-related support.
A marketing plan can be considered in light of the aforementioned idea of requiring
both internal and external marketing. The process of creating customer service is valued,
distributed, and promoted. known as external marketing. Internal marketing describes the
ability of employees to serve clients by valuing services not only based on Technical quality
is important, but functional quality is also important (Yeni et al., 2019).
It takes several techniques or strategies to introduce a company's product to the market
so that it is known, tried, and trusted, leading to consumers needing it, even if they do not
want to use other goods or develop this product. In general, there are three main marketing
strategies:
Market evolution
In an effort to find new customers for a business. There are several ways to do this, including:
Search for new markets and market segments.
Setting up a brand to increase sales.
Product modification
Achieved through modifying product features that can attract new buyers.
Improve product strength, purity, and other qualities such as durability. Such
efforts will be effective If the quality of the product improves, then consumers are
aware of and believe in the improved quality, and they are interested in the
improvements that have been made.
Side improvements. This is achieved by giving the product more functionality and
safety.
In repair mode. Improving the appearance or design of manufactured goods
Change the marketing mix
There are various ways to increase sales, including:
Lower prices to attract new market segments.
Engage in more engaging advertising and promotional efforts.
Changing distribution channels to increase revenue or production numbers.
Promotion is included in the updated marketing mix from the third strategy point of
view. Promoting products to consumers is one of the techniques to improve product
marketing in economics and marketing. (Mawar & Aslami, 2021).
The Effect of Organizational Culture on the Implementation of Marketing Management
Culture has many interconnected components. From these different parts, a deep
understanding is required. These cultural elements affect international marketing, including:
Mateial Life
The main element of culture is its material component. The main material life is problematic
in the development of technology as a tool for the production, distribution and consumption of
goods and services. Environmental factors explain the different levels and types of demand
for consumer goods.
Language
Language is one of the difficulties that must be overcome in worldwide marketing. To be able
to establish relationships and communicate internationally, this language is one of the
obstacles, therefore language is considered the most important element in the success of
international marketing management.
Social Interaction
An equally important element is also the way in which community members relate to each
other. This interaction can be expressed as the concept of kinship.
Aesthetics
The concepts and viewpoints adopted by a culture that upholds attractiveness and taste are
referred to as aesthetics. Three principles govern aesthetic expression in the Asia-Pacific
region: (1) complexity and dressing (diversity of shapes, forms, and colors); (2) harmony and
natural scenery (such as mountains, flowers, and trees); and (3) simplicity.
Religion
In many communities, religion is important. When religion plays an important role in
consumers' lives, businesses need to recognize this. Companies can engage Muslim
consumers and grow their business in Islamic societies by ensuring the things they offer are
halal and adding halal labels on every product that will be advertised.
Education
One of the main ways of passing culture from one generation to the next is education. The
level of education and the quality of that education are two elements of education that matter
to global marketers. It is imperative that businesses consider the quality of education. The
gateway to addressing corporate demands is education.
Value System
Every culture has a set of core values that guide people's norms and expectations. Norms
influence how people feel about things and moral principles. A society's value system is very
important from an international marketing perspective. Product positioning and selection in
product design will be driven by local sentiments towards other cultures (Islam et al., 2023).
Every country has a different culture, so it is crucial for international management to
understand how culture affects global trade. It can be disastrous for a business if overseas
managers do not understand the culture of the country they are doing business in.
The following are some of the traits that managers who oversee international business
should be aware of as it relates to international business:
Culture is a reflection of learned behaviors that are passed down from one member
of a society to another.
Cultural components are connected.
Culture is adaptable, meaning it can change in response to outside events that impact
the community.
The realization of a society is of course determined by the culture that its members
accept. Those who share the culture are considered members of the society, while
those who do not share the culture are considered to be outside the society. the
following are some other opinions about the characteristics of culture, as follows:
o Learning: Culture is acquired through learning and experience; it is not
inherited or biological.
o Shared: Culture is not unique to individuals and individuals; people are
members of a collection of organizations or cultural divisions of society.
o Generational change: Culture is cumulative and is passed on from one
generation to the next, leading to generational change.
o Symbolic: Culture based on an individual's ability to represent or utilize one
item to characterize another.
o Exemplary: As culture is structured and interconnected, changes to one
aspect will also affect the other.
o Adaptability: The human ability to evolve and adapt is the foundation of
culture.
In marketing, there is the term marketing mix which formulates marketing strategies
that must be carried out by business actors into the 4Ps, namely product, price, place and
promotion. For product marketing efforts to be successful and successful in a highly dynamic
international context, strategic marketers must incorporate cultural characteristics when
developing marketing mix strategies. As a result, it is important to create a good marketing
mix program based on the following factors:
Product
Businesses in international marketing must be able to design goods that appeal to their target
audience. And from a global perspective, culture is an important tool for product
development. Because the products needed for each marketing niche and the methods used to
produce them are different. Compared to other goods such as cars and motorcycles, some
products, especially food, beverages, and apparel, have a very deep cultural connection and
affinity. For cultural considerations, certain goods or services may also be prohibited or
restricted.
Price.
In culturally diverse regions, consumers' willingness to pay for goods will differ. Even items
that are considered of high value in one culture may be more valuable and worthwhile in
another.
Place (Distribution)
Strategic distribution can also be influenced by cultural factors. This depends on each person's
way of life and regional culture.
Promotion
Promotion is one of the four most frequently used components of the marketing mix.
Typically, culture will have a significant impact on a company's communication strategy.
Since advertising strategies that work well in one culture may work against them in another,
international marketers must be careful when conducting marketing communications through
advertising and other advertising promotion strategies.
The integration of marketing strategies and local culture will have an effect on
business continuity and successful product marketing, so it is important for international
marketers to understand this in relation to marketing strategies, especially the marketing mix
when formulating marketing strategies that are best suited to the highly dynamic international
target market of global marketers (Islam et al., 2023).
How to communicate is the key to success in business competition in the international
arena. It takes the right way of communication in the marketing field to win the competition.
This way of communicating is strongly influenced by cultural factors, so culture here has a
very important influence on the success of companies in going international. One of them
affects the leader's decision in making a policy. Marketing strategies with a broad scope to
cross-culture are indispensable in developing and introducing businesses on the international
stage international. So these leaders must have a high awareness of the different business
cultures. A manager's approach is influenced by their leadership. Less supportive leadership
in this situation results from a lack of trust in subordinates and excessive caution, which
inhibits employees from using creativity in their work. In other words, the current government
system is a directive system. This is clearly contrary to the spirit of strategic management,
which provides opportunities for employees to participate in project planning,
implementation, and evaluation (Dewie Tri Wijayati, 2010). international marketing
communication, which can be seen from the point of view of values, consumers, thinking
methods, and linguistic points of view, is a form of communication to reduce the emergence
of problems between people with different cultural backgrounds and different countries.
The rapid development of the business world and industry is also influenced by the
rapid flow of globalization. This encourages business people to start competing to increase
their economic and business scale towards the global market. To reach the global market,
there is a challenge to create unique business products, which are certainly supported by
cultural aspects. Culture impacts marketing strategies in two ways: marketers can combine
these two approaches, or they can modify international marketing tactics to better suit
regional cultural variants. One of these, in the field of applied marketing, is the global
standardization of advertising content. Empirical research shows that when there is a
significant cultural gap between a company's headquarters, where it is located, and a new area
of its target market, conditions for strategic promotion arise.
Cultural factors, such as customer purchasing behavior and habits that affect the
implementation of inventory policies, must also be taken into account when executing
distribution plans, which are components of marketing policies. For example, European
regions are accustomed to large-scale consumption to coincide with certain seasons, but Asian
regions, which experience only two seasons, have a pattern of immediate storage and small-
scale consumption. To enable this culture demands a pattern of product marketing approach
that suits the regional circumstances. (Gunanto & Gusti, 2017).
Conclusions
One factor that traders believe contributes to market competition is market location.
International business professionals who recognize that there are cultures that are different
from their own and that they must learn about these cultural traits in order to make
adjustments can adapt or coexist with other cultures. When people from one culture cannot
understand cultural differences defined in communication practices, customs, and culture, as
well as thought processing in the context of another culture, problems in cross-cultural
marketing communication sometimes develop. Communication methods are one of the keys
to success in commercial competitiveness on a global scale. In the world of marketing,
winning the competition requires the right communication. This form of communication is
greatly influenced by cultural characteristics, therefore culture has a significant influence on
how well companies enter the global market. Every country has a different culture, so it is
very important for international management to understand how culture affects global trade.
Market Competition
Based on literature sources on strategic management, companies can maintain their
competitive advantage by optimizing the utilization of their assets and skills.
In the context of trade liberalization, interactions between local stakeholders and
domestic firms have a comparative advantage over foreign firms, but may face challenges in
competing on cost. Therefore, the author argues that by strengthening relationships with local
consumers, employees, and other stakeholders, domestic companies can respond to
intensifying competition from foreign companies. To disadvantage their competitors, firms
can utilize social and environmental initiatives to differentiate themselves and create "soft"
trade barriers.
Traders consider market location to be a contributing factor to market competition.
Consumer convenience and proximity to consumers as well as the distance between
traditional stores and modern stores in the same service area are the main factors that can
influence consumer preferences.
Theory and previous research show that the level of market competition can be
reflected by the level of market concentration. When markets have a wide range of
interchangeable products, high market concentration may indicate intense competition.
However, if costs or market entry are different, lower market concentration may indicate less
competition (Prasetia, 2021).
Organizational Culture
Culture can be explained as the totality of man-made beliefs, rules, techniques,
institutions and artifacts that characterize a human population. Therefore, culture consists of
behavioral patterns learned by members of a particular society, describing the unique lifestyle
of a group or individual.
In the context of international business professionals, they can adapt or coexist with
other cultures by recognizing the cultural diversity of their own culture and learning about the
cultural traits to make adjustments. E.T. Hall suggests two ways to adapt to culture, namely:
Become one with the culture for a lifetime in the country.
Following a sophisticated and comprehensive training program that covers key
characteristics of the culture, including the culture itself.
It is important to note that some cultural characteristics that have relevance to
international business are as follows:
Culture reflects learned behavior that is transmitted from one member of a society to
another.
The relationship between elements of culture (interrelated), meaning that each
element in culture is interconnected with one another.
Culture is adaptable, which means that culture can change according to the influence
of external forces that affect the society.
Culture is shared by members of a society, and determines their membership in a
society. People who share the same culture are considered members of a society,
while those who do not share it are considered outside the boundaries of that society
(Islam et al., 2023).
Social class, culture, and subculture significantly influence consumer behavior when
making purchases. A person's culture essentially determines their desires and actions.
As a marketer, it is important to pay attention to the cultural values of different
countries to know the most suitable way to detect or gain new opportunities for product
innovation and sell existing products. Cross-border communication for commercial purposes
is a form of communication in the international market. Communication between individuals
from the same culture is still often difficult, let alone communication between individuals
from different cultures in terms of language, values, customers, and ways of thinking will be
more difficult and carry a high risk of miscommunication. This often happens because
individuals from one culture are unaware of the differences in cultural practices, such as
communication, traditions, and thought processes, in another culture. The hypothesis that
advertising content differs by country can be supported through marketing communication
literature focusing on advertising.
Social knowledge in an organization such as employee attitudes and behaviors formed
from rules, norms, and values can define an organizational culture. J. Chatman and DL
Caldwell, as stated in Colquitt et al., define organizational culture as social knowledge shared
within an organization about rules, norms, and values that shape employee attitudes and
behavior (Colquitt, et al, 2009: 546). Therefore, great practical value in marketing
communications can be made by understanding the importance of cultural values in
advertising. Building on cultural differences should be a guide to developing international
marketing communication strategies (Munson and McIntyre, 1979). Ignoring the cultural
implications contained in advertising can cause consumers to misinterpret the information
they receive. This miscommunication is often the cause of business failure in international
markets.
Knowledge of the market's cultural environment can be leveraged when marketers
discuss consumer tastes, purchasing behavior, and product usage patterns. To customize
marketing communication strategies to be accepted by consumers, it is not enough for
commercial enterprises to focus on cultural differences alone. However, companies also need
to find cultural similarities to seize opportunities and revise standard marketing strategies
based on cultural information-based marketing communication theory. The ability to carefully
handle cultural conventions and differences in the global market is an important task in
marketing.
International business is often conducted across cultures, and managers' awareness of
cross-cultural areas prone to communication barriers and conflicts can improve marketing
communication. The discovery by individuals from different cultures of new ways of solving
problems by incorporating solutions that focus on cultural aspects and look at problems from
other perspectives, can support international business success. (Prasetia, 2021).
Marketing Strategy
Strategy is a multidimensional concept that includes all important organizational
activities such as creating a sense of unity, organizational rules and goals and creating
opportunities for significant change (Jumingan, 2015). Strategy is a way, tactics, techniques,
tactics, tactics and knowledge to use all sources that contain insight in one's journey to take
action to achieve predetermined goals. Overall, a strategy can be understood as a set of
options for planning and implementing a plan of action and allocating resources important
resources to achieve a goal, taking into account reasonable competitive advantages, ideas,
comparisons, and sustainable resonance in the ideal and long-term direction or the
organization.
Rangkuti (2014) states that strategy is described as one of the business tools to achieve
long-term goals. Siagian (2012) explains that every company organization must deal with two
types of environments, namely internal and external. The size of the company determines the
complexity of the form, type and nature of participation in the increasingly difficult and
complex decision-making process. Therefore, strategic management is needed to manage
these various activities. The definition of strategic management is managing all decisions as
well as the implementation and evaluation of decisions to achieve organizational goals and
objectives (Aditua & Silalahi, 2016).
The process of organizing, coordinating, and managing resources to achieve goals
effectively and efficiently can be defined as management. Effective means achieving goals in
accordance with the strategy, while efficient means that current activities are completed
properly, regularly, and on schedule. (Sholikhah, 2021).
Marketing is the process of organizing, implementing, and supervising programs
intended to establish, expand, and maintain profitable exchanges in order to successfully
achieve the goals that the organization or company has set for itself. Decision-making
procedures based on marketing principles and management processes such as analysis,
planning, policy implementation, plans and strategies, tactics, and control are included in the
application of management science.
Marketing is the analysis, planning, implementation, and control of programs intended
to achieve corporate goals by creating, developing, and maintaining profitable exchanges with
target customers. Marketing is intended so that sellers understand, recognize, and understand
excessively to consumers so that the product or service is in accordance with consumer
desires and sells itself.
According to Abdullah and Tantri (2016) the results of the interaction of various
activities in which individuals and groups get their needs and wants through the process of
creating, offering, and trading goods with each other.
To develop an effective marketing strategy, marketers need to be aware of the types of
problem-solving techniques that consumers use when choosing a product or service. Abdullah
and Tantri (2016) state that when formulating a strategy, product managers must consult with
the purchasing and production departments to guarantee that sufficient raw resources are
available and produce sufficient units to achieve the desired results, as well as with sales
managers to obtain personnel-related support.
A marketing plan can be considered in light of the aforementioned idea of requiring
both internal and external marketing. The process of creating customer service is valued,
distributed, and promoted. known as external marketing. Internal marketing describes the
ability of employees to serve clients by valuing services not only based on Technical quality
is important, but functional quality is also important (Yeni et al., 2019).
It takes several techniques or strategies to introduce a company's product to the market
so that it is known, tried, and trusted, leading to consumers needing it, even if they do not
want to use other goods or develop this product. In general, there are three main marketing
strategies:
Market evolution
In an effort to find new customers for a business. There are several ways to do this, including:
Search for new markets and market segments.
Setting up a brand to increase sales.
Product modification
Achieved through modifying product features that can attract new buyers.
Improve product strength, purity, and other qualities such as durability. Such
efforts will be effective If the quality of the product improves, then consumers are
aware of and believe in the improved quality, and they are interested in the
improvements that have been made.
Side improvements. This is achieved by giving the product more functionality and
safety.
In repair mode. Improving the appearance or design of manufactured goods
Change the marketing mix
There are various ways to increase sales, including:
Lower prices to attract new market segments.
Engage in more engaging advertising and promotional efforts.
Changing distribution channels to increase revenue or production numbers.
Promotion is included in the updated marketing mix from the third strategy point of
view. Promoting products to consumers is one of the techniques to improve product
marketing in economics and marketing. (Mawar & Aslami, 2021).
The Effect of Organizational Culture on the Implementation of Marketing Management
Culture has many interconnected components. From these different parts, a deep
understanding is required. These cultural elements affect international marketing, including:
Mateial Life
The main element of culture is its material component. The main material life is problematic
in the development of technology as a tool for the production, distribution and consumption of
goods and services. Environmental factors explain the different levels and types of demand
for consumer goods.
Language
Language is one of the difficulties that must be overcome in worldwide marketing. To be able
to establish relationships and communicate internationally, this language is one of the
obstacles, therefore language is considered the most important element in the success of
international marketing management.
Social Interaction
An equally important element is also the way in which community members relate to each
other. This interaction can be expressed as the concept of kinship.
Aesthetics
The concepts and viewpoints adopted by a culture that upholds attractiveness and taste are
referred to as aesthetics. Three principles govern aesthetic expression in the Asia-Pacific
region: (1) complexity and dressing (diversity of shapes, forms, and colors); (2) harmony and
natural scenery (such as mountains, flowers, and trees); and (3) simplicity.
Religion
In many communities, religion is important. When religion plays an important role in
consumers' lives, businesses need to recognize this. Companies can engage Muslim
consumers and grow their business in Islamic societies by ensuring the things they offer are
halal and adding halal labels on every product that will be advertised.
Education
One of the main ways of passing culture from one generation to the next is education. The
level of education and the quality of that education are two elements of education that matter
to global marketers. It is imperative that businesses consider the quality of education. The
gateway to addressing corporate demands is education.
Value System
Every culture has a set of core values that guide people's norms and expectations. Norms
influence how people feel about things and moral principles. A society's value system is very
important from an international marketing perspective. Product positioning and selection in
product design will be driven by local sentiments towards other cultures (Islam et al., 2023).
Every country has a different culture, so it is crucial for international management to
understand how culture affects global trade. It can be disastrous for a business if overseas
managers do not understand the culture of the country they are doing business in.
The following are some of the traits that managers who oversee international business
should be aware of as it relates to international business:
Culture is a reflection of learned behaviors that are passed down from one member
of a society to another.
Cultural components are connected.
Culture is adaptable, meaning it can change in response to outside events that impact
the community.
The realization of a society is of course determined by the culture that its members
accept. Those who share the culture are considered members of the society, while
those who do not share the culture are considered to be outside the society. the
following are some other opinions about the characteristics of culture, as follows:
o Learning: Culture is acquired through learning and experience; it is not
inherited or biological.
o Shared: Culture is not unique to individuals and individuals; people are
members of a collection of organizations or cultural divisions of society.
o Generational change: Culture is cumulative and is passed on from one
generation to the next, leading to generational change.
o Symbolic: Culture based on an individual's ability to represent or utilize one
item to characterize another.
o Exemplary: As culture is structured and interconnected, changes to one
aspect will also affect the other.
o Adaptability: The human ability to evolve and adapt is the foundation of
culture.
In marketing, there is the term marketing mix which formulates marketing strategies
that must be carried out by business actors into the 4Ps, namely product, price, place and
promotion. For product marketing efforts to be successful and successful in a highly dynamic
international context, strategic marketers must incorporate cultural characteristics when
developing marketing mix strategies. As a result, it is important to create a good marketing
mix program based on the following factors:
Product
Businesses in international marketing must be able to design goods that appeal to their target
audience. And from a global perspective, culture is an important tool for product
development. Because the products needed for each marketing niche and the methods used to
produce them are different. Compared to other goods such as cars and motorcycles, some
products, especially food, beverages, and apparel, have a very deep cultural connection and
affinity. For cultural considerations, certain goods or services may also be prohibited or
restricted.
Price.
In culturally diverse regions, consumers' willingness to pay for goods will differ. Even items
that are considered of high value in one culture may be more valuable and worthwhile in
another.
Place (Distribution)
Strategic distribution can also be influenced by cultural factors. This depends on each person's
way of life and regional culture.
Promotion
Promotion is one of the four most frequently used components of the marketing mix.
Typically, culture will have a significant impact on a company's communication strategy.
Since advertising strategies that work well in one culture may work against them in another,
international marketers must be careful when conducting marketing communications through
advertising and other advertising promotion strategies.
The integration of marketing strategies and local culture will have an effect on
business continuity and successful product marketing, so it is important for international
marketers to understand this in relation to marketing strategies, especially the marketing mix
when formulating marketing strategies that are best suited to the highly dynamic international
target market of global marketers (Islam et al., 2023).
How to communicate is the key to success in business competition in the international
arena. It takes the right way of communication in the marketing field to win the competition.
This way of communicating is strongly influenced by cultural factors, so culture here has a
very important influence on the success of companies in going international. One of them
affects the leader's decision in making a policy. Marketing strategies with a broad scope to
cross-culture are indispensable in developing and introducing businesses on the international
stage international. So these leaders must have a high awareness of the different business
cultures. A manager's approach is influenced by their leadership. Less supportive leadership
in this situation results from a lack of trust in subordinates and excessive caution, which
inhibits employees from using creativity in their work. In other words, the current government
system is a directive system. This is clearly contrary to the spirit of strategic management,
which provides opportunities for employees to participate in project planning,
implementation, and evaluation (Dewie Tri Wijayati, 2010). international marketing
communication, which can be seen from the point of view of values, consumers, thinking
methods, and linguistic points of view, is a form of communication to reduce the emergence
of problems between people with different cultural backgrounds and different countries.
The rapid development of the business world and industry is also influenced by the
rapid flow of globalization. This encourages business people to start competing to increase
their economic and business scale towards the global market. To reach the global market,
there is a challenge to create unique business products, which are certainly supported by
cultural aspects. Culture impacts marketing strategies in two ways: marketers can combine
these two approaches, or they can modify international marketing tactics to better suit
regional cultural variants. One of these, in the field of applied marketing, is the global
standardization of advertising content. Empirical research shows that when there is a
significant cultural gap between a company's headquarters, where it is located, and a new area
of its target market, conditions for strategic promotion arise.
Cultural factors, such as customer purchasing behavior and habits that affect the
implementation of inventory policies, must also be taken into account when executing
distribution plans, which are components of marketing policies. For example, European
regions are accustomed to large-scale consumption to coincide with certain seasons, but Asian
regions, which experience only two seasons, have a pattern of immediate storage and small-
scale consumption. To enable this culture demands a pattern of product marketing approach
that suits the regional circumstances. (Gunanto & Gusti, 2017).
Conclusions
One factor that traders believe contributes to market competition is market location.
International business professionals who recognize that there are cultures that are different
from their own and that they must learn about these cultural traits in order to make
adjustments can adapt or coexist with other cultures. When people from one culture cannot
understand cultural differences defined in communication practices, customs, and culture, as
well as thought processing in the context of another culture, problems in cross-cultural
marketing communication sometimes develop. Communication methods are one of the keys
to success in commercial competitiveness on a global scale. In the world of marketing,
winning the competition requires the right communication. This form of communication is
greatly influenced by cultural characteristics, therefore culture has a significant influence on
how well companies enter the global market. Every country has a different culture, so it is
very important for international management to understand how culture affects global trade.
Market Competition
Based on literature sources on strategic management, companies can maintain their
competitive advantage by optimizing the utilization of their assets and skills.
In the context of trade liberalization, interactions between local stakeholders and
domestic firms have a comparative advantage over foreign firms, but may face challenges in
competing on cost. Therefore, the author argues that by strengthening relationships with local
consumers, employees, and other stakeholders, domestic companies can respond to
intensifying competition from foreign companies. To disadvantage their competitors, firms
can utilize social and environmental initiatives to differentiate themselves and create "soft"
trade barriers.
Traders consider market location to be a contributing factor to market competition.
Consumer convenience and proximity to consumers as well as the distance between
traditional stores and modern stores in the same service area are the main factors that can
influence consumer preferences.
Theory and previous research show that the level of market competition can be
reflected by the level of market concentration. When markets have a wide range of
interchangeable products, high market concentration may indicate intense competition.
However, if costs or market entry are different, lower market concentration may indicate less
competition (Prasetia, 2021).
Organizational Culture
Culture can be explained as the totality of man-made beliefs, rules, techniques,
institutions and artifacts that characterize a human population. Therefore, culture consists of
behavioral patterns learned by members of a particular society, describing the unique lifestyle
of a group or individual.
In the context of international business professionals, they can adapt or coexist with
other cultures by recognizing the cultural diversity of their own culture and learning about the
cultural traits to make adjustments. E.T. Hall suggests two ways to adapt to culture, namely:
Become one with the culture for a lifetime in the country.
Following a sophisticated and comprehensive training program that covers key
characteristics of the culture, including the culture itself.
It is important to note that some cultural characteristics that have relevance to
international business are as follows:
Culture reflects learned behavior that is transmitted from one member of a society to
another.
The relationship between elements of culture (interrelated), meaning that each
element in culture is interconnected with one another.
Culture is adaptable, which means that culture can change according to the influence
of external forces that affect the society.
Culture is shared by members of a society, and determines their membership in a
society. People who share the same culture are considered members of a society,
while those who do not share it are considered outside the boundaries of that society
(Islam et al., 2023).
Social class, culture, and subculture significantly influence consumer behavior when
making purchases. A person's culture essentially determines their desires and actions.
As a marketer, it is important to pay attention to the cultural values of different
countries to know the most suitable way to detect or gain new opportunities for product
innovation and sell existing products. Cross-border communication for commercial purposes
is a form of communication in the international market. Communication between individuals
from the same culture is still often difficult, let alone communication between individuals
from different cultures in terms of language, values, customers, and ways of thinking will be
more difficult and carry a high risk of miscommunication. This often happens because
individuals from one culture are unaware of the differences in cultural practices, such as
communication, traditions, and thought processes, in another culture. The hypothesis that
advertising content differs by country can be supported through marketing communication
literature focusing on advertising.
Social knowledge in an organization such as employee attitudes and behaviors formed
from rules, norms, and values can define an organizational culture. J. Chatman and DL
Caldwell, as stated in Colquitt et al., define organizational culture as social knowledge shared
within an organization about rules, norms, and values that shape employee attitudes and
behavior (Colquitt, et al, 2009: 546). Therefore, great practical value in marketing
communications can be made by understanding the importance of cultural values in
advertising. Building on cultural differences should be a guide to developing international
marketing communication strategies (Munson and McIntyre, 1979). Ignoring the cultural
implications contained in advertising can cause consumers to misinterpret the information
they receive. This miscommunication is often the cause of business failure in international
markets.
Knowledge of the market's cultural environment can be leveraged when marketers
discuss consumer tastes, purchasing behavior, and product usage patterns. To customize
marketing communication strategies to be accepted by consumers, it is not enough for
commercial enterprises to focus on cultural differences alone. However, companies also need
to find cultural similarities to seize opportunities and revise standard marketing strategies
based on cultural information-based marketing communication theory. The ability to carefully
handle cultural conventions and differences in the global market is an important task in
marketing.
International business is often conducted across cultures, and managers' awareness of
cross-cultural areas prone to communication barriers and conflicts can improve marketing
communication. The discovery by individuals from different cultures of new ways of solving
problems by incorporating solutions that focus on cultural aspects and look at problems from
other perspectives, can support international business success. (Prasetia, 2021).
Marketing Strategy
Strategy is a multidimensional concept that includes all important organizational
activities such as creating a sense of unity, organizational rules and goals and creating
opportunities for significant change (Jumingan, 2015). Strategy is a way, tactics, techniques,
tactics, tactics and knowledge to use all sources that contain insight in one's journey to take
action to achieve predetermined goals. Overall, a strategy can be understood as a set of
options for planning and implementing a plan of action and allocating resources important
resources to achieve a goal, taking into account reasonable competitive advantages, ideas,
comparisons, and sustainable resonance in the ideal and long-term direction or the
organization.
Rangkuti (2014) states that strategy is described as one of the business tools to achieve
long-term goals. Siagian (2012) explains that every company organization must deal with two
types of environments, namely internal and external. The size of the company determines the
complexity of the form, type and nature of participation in the increasingly difficult and
complex decision-making process. Therefore, strategic management is needed to manage
these various activities. The definition of strategic management is managing all decisions as
well as the implementation and evaluation of decisions to achieve organizational goals and
objectives (Aditua & Silalahi, 2016).
The process of organizing, coordinating, and managing resources to achieve goals
effectively and efficiently can be defined as management. Effective means achieving goals in
accordance with the strategy, while efficient means that current activities are completed
properly, regularly, and on schedule. (Sholikhah, 2021).
Marketing is the process of organizing, implementing, and supervising programs
intended to establish, expand, and maintain profitable exchanges in order to successfully
achieve the goals that the organization or company has set for itself. Decision-making
procedures based on marketing principles and management processes such as analysis,
planning, policy implementation, plans and strategies, tactics, and control are included in the
application of management science.
Marketing is the analysis, planning, implementation, and control of programs intended
to achieve corporate goals by creating, developing, and maintaining profitable exchanges with
target customers. Marketing is intended so that sellers understand, recognize, and understand
excessively to consumers so that the product or service is in accordance with consumer
desires and sells itself.
According to Abdullah and Tantri (2016) the results of the interaction of various
activities in which individuals and groups get their needs and wants through the process of
creating, offering, and trading goods with each other.
To develop an effective marketing strategy, marketers need to be aware of the types of
problem-solving techniques that consumers use when choosing a product or service. Abdullah
and Tantri (2016) state that when formulating a strategy, product managers must consult with
the purchasing and production departments to guarantee that sufficient raw resources are
available and produce sufficient units to achieve the desired results, as well as with sales
managers to obtain personnel-related support.
A marketing plan can be considered in light of the aforementioned idea of requiring
both internal and external marketing. The process of creating customer service is valued,
distributed, and promoted. known as external marketing. Internal marketing describes the
ability of employees to serve clients by valuing services not only based on Technical quality
is important, but functional quality is also important (Yeni et al., 2019).
It takes several techniques or strategies to introduce a company's product to the market
so that it is known, tried, and trusted, leading to consumers needing it, even if they do not
want to use other goods or develop this product. In general, there are three main marketing
strategies:
Market evolution
In an effort to find new customers for a business. There are several ways to do this, including:
Search for new markets and market segments.
Setting up a brand to increase sales.
Product modification
Achieved through modifying product features that can attract new buyers.
Improve product strength, purity, and other qualities such as durability. Such
efforts will be effective If the quality of the product improves, then consumers are
aware of and believe in the improved quality, and they are interested in the
improvements that have been made.
Side improvements. This is achieved by giving the product more functionality and
safety.
In repair mode. Improving the appearance or design of manufactured goods
Change the marketing mix
There are various ways to increase sales, including:
Lower prices to attract new market segments.
Engage in more engaging advertising and promotional efforts.
Changing distribution channels to increase revenue or production numbers.
Promotion is included in the updated marketing mix from the third strategy point of
view. Promoting products to consumers is one of the techniques to improve product
marketing in economics and marketing. (Mawar & Aslami, 2021).
The Effect of Organizational Culture on the Implementation of Marketing Management
Culture has many interconnected components. From these different parts, a deep
understanding is required. These cultural elements affect international marketing, including:
Mateial Life
The main element of culture is its material component. The main material life is problematic
in the development of technology as a tool for the production, distribution and consumption of
goods and services. Environmental factors explain the different levels and types of demand
for consumer goods.
Language
Language is one of the difficulties that must be overcome in worldwide marketing. To be able
to establish relationships and communicate internationally, this language is one of the
obstacles, therefore language is considered the most important element in the success of
international marketing management.
Social Interaction
An equally important element is also the way in which community members relate to each
other. This interaction can be expressed as the concept of kinship.
Aesthetics
The concepts and viewpoints adopted by a culture that upholds attractiveness and taste are
referred to as aesthetics. Three principles govern aesthetic expression in the Asia-Pacific
region: (1) complexity and dressing (diversity of shapes, forms, and colors); (2) harmony and
natural scenery (such as mountains, flowers, and trees); and (3) simplicity.
Religion
In many communities, religion is important. When religion plays an important role in
consumers' lives, businesses need to recognize this. Companies can engage Muslim
consumers and grow their business in Islamic societies by ensuring the things they offer are
halal and adding halal labels on every product that will be advertised.
Education
One of the main ways of passing culture from one generation to the next is education. The
level of education and the quality of that education are two elements of education that matter
to global marketers. It is imperative that businesses consider the quality of education. The
gateway to addressing corporate demands is education.
Value System
Every culture has a set of core values that guide people's norms and expectations. Norms
influence how people feel about things and moral principles. A society's value system is very
important from an international marketing perspective. Product positioning and selection in
product design will be driven by local sentiments towards other cultures (Islam et al., 2023).
Every country has a different culture, so it is crucial for international management to
understand how culture affects global trade. It can be disastrous for a business if overseas
managers do not understand the culture of the country they are doing business in.
The following are some of the traits that managers who oversee international business
should be aware of as it relates to international business:
Culture is a reflection of learned behaviors that are passed down from one member
of a society to another.
Cultural components are connected.
Culture is adaptable, meaning it can change in response to outside events that impact
the community.
The realization of a society is of course determined by the culture that its members
accept. Those who share the culture are considered members of the society, while
those who do not share the culture are considered to be outside the society. the
following are some other opinions about the characteristics of culture, as follows:
o Learning: Culture is acquired through learning and experience; it is not
inherited or biological.
o Shared: Culture is not unique to individuals and individuals; people are
members of a collection of organizations or cultural divisions of society.
o Generational change: Culture is cumulative and is passed on from one
generation to the next, leading to generational change.
o Symbolic: Culture based on an individual's ability to represent or utilize one
item to characterize another.
o Exemplary: As culture is structured and interconnected, changes to one
aspect will also affect the other.
o Adaptability: The human ability to evolve and adapt is the foundation of
culture.
In marketing, there is the term marketing mix which formulates marketing strategies
that must be carried out by business actors into the 4Ps, namely product, price, place and
promotion. For product marketing efforts to be successful and successful in a highly dynamic
international context, strategic marketers must incorporate cultural characteristics when
developing marketing mix strategies. As a result, it is important to create a good marketing
mix program based on the following factors:
Product
Businesses in international marketing must be able to design goods that appeal to their target
audience. And from a global perspective, culture is an important tool for product
development. Because the products needed for each marketing niche and the methods used to
produce them are different. Compared to other goods such as cars and motorcycles, some
products, especially food, beverages, and apparel, have a very deep cultural connection and
affinity. For cultural considerations, certain goods or services may also be prohibited or
restricted.
Price.
In culturally diverse regions, consumers' willingness to pay for goods will differ. Even items
that are considered of high value in one culture may be more valuable and worthwhile in
another.
Place (Distribution)
Strategic distribution can also be influenced by cultural factors. This depends on each person's
way of life and regional culture.
Promotion
Promotion is one of the four most frequently used components of the marketing mix.
Typically, culture will have a significant impact on a company's communication strategy.
Since advertising strategies that work well in one culture may work against them in another,
international marketers must be careful when conducting marketing communications through
advertising and other advertising promotion strategies.
The integration of marketing strategies and local culture will have an effect on
business continuity and successful product marketing, so it is important for international
marketers to understand this in relation to marketing strategies, especially the marketing mix
when formulating marketing strategies that are best suited to the highly dynamic international
target market of global marketers (Islam et al., 2023).
How to communicate is the key to success in business competition in the international
arena. It takes the right way of communication in the marketing field to win the competition.
This way of communicating is strongly influenced by cultural factors, so culture here has a
very important influence on the success of companies in going international. One of them
affects the leader's decision in making a policy. Marketing strategies with a broad scope to
cross-culture are indispensable in developing and introducing businesses on the international
stage international. So these leaders must have a high awareness of the different business
cultures. A manager's approach is influenced by their leadership. Less supportive leadership
in this situation results from a lack of trust in subordinates and excessive caution, which
inhibits employees from using creativity in their work. In other words, the current government
system is a directive system. This is clearly contrary to the spirit of strategic management,
which provides opportunities for employees to participate in project planning,
implementation, and evaluation (Dewie Tri Wijayati, 2010). international marketing
communication, which can be seen from the point of view of values, consumers, thinking
methods, and linguistic points of view, is a form of communication to reduce the emergence
of problems between people with different cultural backgrounds and different countries.
The rapid development of the business world and industry is also influenced by the
rapid flow of globalization. This encourages business people to start competing to increase
their economic and business scale towards the global market. To reach the global market,
there is a challenge to create unique business products, which are certainly supported by
cultural aspects. Culture impacts marketing strategies in two ways: marketers can combine
these two approaches, or they can modify international marketing tactics to better suit
regional cultural variants. One of these, in the field of applied marketing, is the global
standardization of advertising content. Empirical research shows that when there is a
significant cultural gap between a company's headquarters, where it is located, and a new area
of its target market, conditions for strategic promotion arise.
Cultural factors, such as customer purchasing behavior and habits that affect the
implementation of inventory policies, must also be taken into account when executing
distribution plans, which are components of marketing policies. For example, European
regions are accustomed to large-scale consumption to coincide with certain seasons, but Asian
regions, which experience only two seasons, have a pattern of immediate storage and small-
scale consumption. To enable this culture demands a pattern of product marketing approach
that suits the regional circumstances. (Gunanto & Gusti, 2017).
Conclusions
One factor that traders believe contributes to market competition is market location.
International business professionals who recognize that there are cultures that are different
from their own and that they must learn about these cultural traits in order to make
adjustments can adapt or coexist with other cultures. When people from one culture cannot
understand cultural differences defined in communication practices, customs, and culture, as
well as thought processing in the context of another culture, problems in cross-cultural
marketing communication sometimes develop. Communication methods are one of the keys
to success in commercial competitiveness on a global scale. In the world of marketing,
winning the competition requires the right communication. This form of communication is
greatly influenced by cultural characteristics, therefore culture has a significant influence on
how well companies enter the global market. Every country has a different culture, so it is
very important for international management to understand how culture affects global trade.
Market Competition
Based on literature sources on strategic management, companies can maintain their
competitive advantage by optimizing the utilization of their assets and skills.
In the context of trade liberalization, interactions between local stakeholders and
domestic firms have a comparative advantage over foreign firms, but may face challenges in
competing on cost. Therefore, the author argues that by strengthening relationships with local
consumers, employees, and other stakeholders, domestic companies can respond to
intensifying competition from foreign companies. To disadvantage their competitors, firms
can utilize social and environmental initiatives to differentiate themselves and create "soft"
trade barriers.
Traders consider market location to be a contributing factor to market competition.
Consumer convenience and proximity to consumers as well as the distance between
traditional stores and modern stores in the same service area are the main factors that can
influence consumer preferences.
Theory and previous research show that the level of market competition can be
reflected by the level of market concentration. When markets have a wide range of
interchangeable products, high market concentration may indicate intense competition.
However, if costs or market entry are different, lower market concentration may indicate less
competition (Prasetia, 2021).
Organizational Culture
Culture can be explained as the totality of man-made beliefs, rules, techniques,
institutions and artifacts that characterize a human population. Therefore, culture consists of
behavioral patterns learned by members of a particular society, describing the unique lifestyle
of a group or individual.
In the context of international business professionals, they can adapt or coexist with
other cultures by recognizing the cultural diversity of their own culture and learning about the
cultural traits to make adjustments. E.T. Hall suggests two ways to adapt to culture, namely:
Become one with the culture for a lifetime in the country.
Following a sophisticated and comprehensive training program that covers key
characteristics of the culture, including the culture itself.
It is important to note that some cultural characteristics that have relevance to
international business are as follows:
Culture reflects learned behavior that is transmitted from one member of a society to
another.
The relationship between elements of culture (interrelated), meaning that each
element in culture is interconnected with one another.
Culture is adaptable, which means that culture can change according to the influence
of external forces that affect the society.
Culture is shared by members of a society, and determines their membership in a
society. People who share the same culture are considered members of a society,
while those who do not share it are considered outside the boundaries of that society
(Islam et al., 2023).
Social class, culture, and subculture significantly influence consumer behavior when
making purchases. A person's culture essentially determines their desires and actions.
As a marketer, it is important to pay attention to the cultural values of different
countries to know the most suitable way to detect or gain new opportunities for product
innovation and sell existing products. Cross-border communication for commercial purposes
is a form of communication in the international market. Communication between individuals
from the same culture is still often difficult, let alone communication between individuals
from different cultures in terms of language, values, customers, and ways of thinking will be
more difficult and carry a high risk of miscommunication. This often happens because
individuals from one culture are unaware of the differences in cultural practices, such as
communication, traditions, and thought processes, in another culture. The hypothesis that
advertising content differs by country can be supported through marketing communication
literature focusing on advertising.
Social knowledge in an organization such as employee attitudes and behaviors formed
from rules, norms, and values can define an organizational culture. J. Chatman and DL
Caldwell, as stated in Colquitt et al., define organizational culture as social knowledge shared
within an organization about rules, norms, and values that shape employee attitudes and
behavior (Colquitt, et al, 2009: 546). Therefore, great practical value in marketing
communications can be made by understanding the importance of cultural values in
advertising. Building on cultural differences should be a guide to developing international
marketing communication strategies (Munson and McIntyre, 1979). Ignoring the cultural
implications contained in advertising can cause consumers to misinterpret the information
they receive. This miscommunication is often the cause of business failure in international
markets.
Knowledge of the market's cultural environment can be leveraged when marketers
discuss consumer tastes, purchasing behavior, and product usage patterns. To customize
marketing communication strategies to be accepted by consumers, it is not enough for
commercial enterprises to focus on cultural differences alone. However, companies also need
to find cultural similarities to seize opportunities and revise standard marketing strategies
based on cultural information-based marketing communication theory. The ability to carefully
handle cultural conventions and differences in the global market is an important task in
marketing.
International business is often conducted across cultures, and managers' awareness of
cross-cultural areas prone to communication barriers and conflicts can improve marketing
communication. The discovery by individuals from different cultures of new ways of solving
problems by incorporating solutions that focus on cultural aspects and look at problems from
other perspectives, can support international business success. (Prasetia, 2021).
Marketing Strategy
Strategy is a multidimensional concept that includes all important organizational
activities such as creating a sense of unity, organizational rules and goals and creating
opportunities for significant change (Jumingan, 2015). Strategy is a way, tactics, techniques,
tactics, tactics and knowledge to use all sources that contain insight in one's journey to take
action to achieve predetermined goals. Overall, a strategy can be understood as a set of
options for planning and implementing a plan of action and allocating resources important
resources to achieve a goal, taking into account reasonable competitive advantages, ideas,
comparisons, and sustainable resonance in the ideal and long-term direction or the
organization.
Rangkuti (2014) states that strategy is described as one of the business tools to achieve
long-term goals. Siagian (2012) explains that every company organization must deal with two
types of environments, namely internal and external. The size of the company determines the
complexity of the form, type and nature of participation in the increasingly difficult and
complex decision-making process. Therefore, strategic management is needed to manage
these various activities. The definition of strategic management is managing all decisions as
well as the implementation and evaluation of decisions to achieve organizational goals and
objectives (Aditua & Silalahi, 2016).
The process of organizing, coordinating, and managing resources to achieve goals
effectively and efficiently can be defined as management. Effective means achieving goals in
accordance with the strategy, while efficient means that current activities are completed
properly, regularly, and on schedule. (Sholikhah, 2021).
Marketing is the process of organizing, implementing, and supervising programs
intended to establish, expand, and maintain profitable exchanges in order to successfully
achieve the goals that the organization or company has set for itself. Decision-making
procedures based on marketing principles and management processes such as analysis,
planning, policy implementation, plans and strategies, tactics, and control are included in the
application of management science.
Marketing is the analysis, planning, implementation, and control of programs intended
to achieve corporate goals by creating, developing, and maintaining profitable exchanges with
target customers. Marketing is intended so that sellers understand, recognize, and understand
excessively to consumers so that the product or service is in accordance with consumer
desires and sells itself.
According to Abdullah and Tantri (2016) the results of the interaction of various
activities in which individuals and groups get their needs and wants through the process of
creating, offering, and trading goods with each other.
To develop an effective marketing strategy, marketers need to be aware of the types of
problem-solving techniques that consumers use when choosing a product or service. Abdullah
and Tantri (2016) state that when formulating a strategy, product managers must consult with
the purchasing and production departments to guarantee that sufficient raw resources are
available and produce sufficient units to achieve the desired results, as well as with sales
managers to obtain personnel-related support.
A marketing plan can be considered in light of the aforementioned idea of requiring
both internal and external marketing. The process of creating customer service is valued,
distributed, and promoted. known as external marketing. Internal marketing describes the
ability of employees to serve clients by valuing services not only based on Technical quality
is important, but functional quality is also important (Yeni et al., 2019).
It takes several techniques or strategies to introduce a company's product to the market
so that it is known, tried, and trusted, leading to consumers needing it, even if they do not
want to use other goods or develop this product. In general, there are three main marketing
strategies:
Market evolution
In an effort to find new customers for a business. There are several ways to do this, including:
Search for new markets and market segments.
Setting up a brand to increase sales.
Product modification
Achieved through modifying product features that can attract new buyers.
Improve product strength, purity, and other qualities such as durability. Such
efforts will be effective If the quality of the product improves, then consumers are
aware of and believe in the improved quality, and they are interested in the
improvements that have been made.
Side improvements. This is achieved by giving the product more functionality and
safety.
In repair mode. Improving the appearance or design of manufactured goods
Change the marketing mix
There are various ways to increase sales, including:
Lower prices to attract new market segments.
Engage in more engaging advertising and promotional efforts.
Changing distribution channels to increase revenue or production numbers.
Promotion is included in the updated marketing mix from the third strategy point of
view. Promoting products to consumers is one of the techniques to improve product
marketing in economics and marketing. (Mawar & Aslami, 2021).
The Effect of Organizational Culture on the Implementation of Marketing Management
Culture has many interconnected components. From these different parts, a deep
understanding is required. These cultural elements affect international marketing, including:
Mateial Life
The main element of culture is its material component. The main material life is problematic
in the development of technology as a tool for the production, distribution and consumption of
goods and services. Environmental factors explain the different levels and types of demand
for consumer goods.
Language
Language is one of the difficulties that must be overcome in worldwide marketing. To be able
to establish relationships and communicate internationally, this language is one of the
obstacles, therefore language is considered the most important element in the success of
international marketing management.
Social Interaction
An equally important element is also the way in which community members relate to each
other. This interaction can be expressed as the concept of kinship.
Aesthetics
The concepts and viewpoints adopted by a culture that upholds attractiveness and taste are
referred to as aesthetics. Three principles govern aesthetic expression in the Asia-Pacific
region: (1) complexity and dressing (diversity of shapes, forms, and colors); (2) harmony and
natural scenery (such as mountains, flowers, and trees); and (3) simplicity.
Religion
In many communities, religion is important. When religion plays an important role in
consumers' lives, businesses need to recognize this. Companies can engage Muslim
consumers and grow their business in Islamic societies by ensuring the things they offer are
halal and adding halal labels on every product that will be advertised.
Education
One of the main ways of passing culture from one generation to the next is education. The
level of education and the quality of that education are two elements of education that matter
to global marketers. It is imperative that businesses consider the quality of education. The
gateway to addressing corporate demands is education.
Value System
Every culture has a set of core values that guide people's norms and expectations. Norms
influence how people feel about things and moral principles. A society's value system is very
important from an international marketing perspective. Product positioning and selection in
product design will be driven by local sentiments towards other cultures (Islam et al., 2023).
Every country has a different culture, so it is crucial for international management to
understand how culture affects global trade. It can be disastrous for a business if overseas
managers do not understand the culture of the country they are doing business in.
The following are some of the traits that managers who oversee international business
should be aware of as it relates to international business:
Culture is a reflection of learned behaviors that are passed down from one member
of a society to another.
Cultural components are connected.
Culture is adaptable, meaning it can change in response to outside events that impact
the community.
The realization of a society is of course determined by the culture that its members
accept. Those who share the culture are considered members of the society, while
those who do not share the culture are considered to be outside the society. the
following are some other opinions about the characteristics of culture, as follows:
o Learning: Culture is acquired through learning and experience; it is not
inherited or biological.
o Shared: Culture is not unique to individuals and individuals; people are
members of a collection of organizations or cultural divisions of society.
o Generational change: Culture is cumulative and is passed on from one
generation to the next, leading to generational change.
o Symbolic: Culture based on an individual's ability to represent or utilize one
item to characterize another.
o Exemplary: As culture is structured and interconnected, changes to one
aspect will also affect the other.
o Adaptability: The human ability to evolve and adapt is the foundation of
culture.
In marketing, there is the term marketing mix which formulates marketing strategies
that must be carried out by business actors into the 4Ps, namely product, price, place and
promotion. For product marketing efforts to be successful and successful in a highly dynamic
international context, strategic marketers must incorporate cultural characteristics when
developing marketing mix strategies. As a result, it is important to create a good marketing
mix program based on the following factors:
Product
Businesses in international marketing must be able to design goods that appeal to their target
audience. And from a global perspective, culture is an important tool for product
development. Because the products needed for each marketing niche and the methods used to
produce them are different. Compared to other goods such as cars and motorcycles, some
products, especially food, beverages, and apparel, have a very deep cultural connection and
affinity. For cultural considerations, certain goods or services may also be prohibited or
restricted.
Price.
In culturally diverse regions, consumers' willingness to pay for goods will differ. Even items
that are considered of high value in one culture may be more valuable and worthwhile in
another.
Place (Distribution)
Strategic distribution can also be influenced by cultural factors. This depends on each person's
way of life and regional culture.
Promotion
Promotion is one of the four most frequently used components of the marketing mix.
Typically, culture will have a significant impact on a company's communication strategy.
Since advertising strategies that work well in one culture may work against them in another,
international marketers must be careful when conducting marketing communications through
advertising and other advertising promotion strategies.
The integration of marketing strategies and local culture will have an effect on
business continuity and successful product marketing, so it is important for international
marketers to understand this in relation to marketing strategies, especially the marketing mix
when formulating marketing strategies that are best suited to the highly dynamic international
target market of global marketers (Islam et al., 2023).
How to communicate is the key to success in business competition in the international
arena. It takes the right way of communication in the marketing field to win the competition.
This way of communicating is strongly influenced by cultural factors, so culture here has a
very important influence on the success of companies in going international. One of them
affects the leader's decision in making a policy. Marketing strategies with a broad scope to
cross-culture are indispensable in developing and introducing businesses on the international
stage international. So these leaders must have a high awareness of the different business
cultures. A manager's approach is influenced by their leadership. Less supportive leadership
in this situation results from a lack of trust in subordinates and excessive caution, which
inhibits employees from using creativity in their work. In other words, the current government
system is a directive system. This is clearly contrary to the spirit of strategic management,
which provides opportunities for employees to participate in project planning,
implementation, and evaluation (Dewie Tri Wijayati, 2010). international marketing
communication, which can be seen from the point of view of values, consumers, thinking
methods, and linguistic points of view, is a form of communication to reduce the emergence
of problems between people with different cultural backgrounds and different countries.
The rapid development of the business world and industry is also influenced by the
rapid flow of globalization. This encourages business people to start competing to increase
their economic and business scale towards the global market. To reach the global market,
there is a challenge to create unique business products, which are certainly supported by
cultural aspects. Culture impacts marketing strategies in two ways: marketers can combine
these two approaches, or they can modify international marketing tactics to better suit
regional cultural variants. One of these, in the field of applied marketing, is the global
standardization of advertising content. Empirical research shows that when there is a
significant cultural gap between a company's headquarters, where it is located, and a new area
of its target market, conditions for strategic promotion arise.
Cultural factors, such as customer purchasing behavior and habits that affect the
implementation of inventory policies, must also be taken into account when executing
distribution plans, which are components of marketing policies. For example, European
regions are accustomed to large-scale consumption to coincide with certain seasons, but Asian
regions, which experience only two seasons, have a pattern of immediate storage and small-
scale consumption. To enable this culture demands a pattern of product marketing approach
that suits the regional circumstances. (Gunanto & Gusti, 2017).
Conclusions
One factor that traders believe contributes to market competition is market location.
International business professionals who recognize that there are cultures that are different
from their own and that they must learn about these cultural traits in order to make
adjustments can adapt or coexist with other cultures. When people from one culture cannot
understand cultural differences defined in communication practices, customs, and culture, as
well as thought processing in the context of another culture, problems in cross-cultural
marketing communication sometimes develop. Communication methods are one of the keys
to success in commercial competitiveness on a global scale. In the world of marketing,
winning the competition requires the right communication. This form of communication is
greatly influenced by cultural characteristics, therefore culture has a significant influence on
how well companies enter the global market. Every country has a different culture, so it is
very important for international management to understand how culture affects global trade.
Market Competition
Based on literature sources on strategic management, companies can maintain their
competitive advantage by optimizing the utilization of their assets and skills.
In the context of trade liberalization, interactions between local stakeholders and
domestic firms have a comparative advantage over foreign firms, but may face challenges in
competing on cost. Therefore, the author argues that by strengthening relationships with local
consumers, employees, and other stakeholders, domestic companies can respond to
intensifying competition from foreign companies. To disadvantage their competitors, firms
can utilize social and environmental initiatives to differentiate themselves and create "soft"
trade barriers.
Traders consider market location to be a contributing factor to market competition.
Consumer convenience and proximity to consumers as well as the distance between
traditional stores and modern stores in the same service area are the main factors that can
influence consumer preferences.
Theory and previous research show that the level of market competition can be
reflected by the level of market concentration. When markets have a wide range of
interchangeable products, high market concentration may indicate intense competition.
However, if costs or market entry are different, lower market concentration may indicate less
competition (Prasetia, 2021).
Organizational Culture
Culture can be explained as the totality of man-made beliefs, rules, techniques,
institutions and artifacts that characterize a human population. Therefore, culture consists of
behavioral patterns learned by members of a particular society, describing the unique lifestyle
of a group or individual.
In the context of international business professionals, they can adapt or coexist with
other cultures by recognizing the cultural diversity of their own culture and learning about the
cultural traits to make adjustments. E.T. Hall suggests two ways to adapt to culture, namely:
Become one with the culture for a lifetime in the country.
Following a sophisticated and comprehensive training program that covers key
characteristics of the culture, including the culture itself.
It is important to note that some cultural characteristics that have relevance to
international business are as follows:
Culture reflects learned behavior that is transmitted from one member of a society to
another.
The relationship between elements of culture (interrelated), meaning that each
element in culture is interconnected with one another.
Culture is adaptable, which means that culture can change according to the influence
of external forces that affect the society.
Culture is shared by members of a society, and determines their membership in a
society. People who share the same culture are considered members of a society,
while those who do not share it are considered outside the boundaries of that society
(Islam et al., 2023).
Social class, culture, and subculture significantly influence consumer behavior when
making purchases. A person's culture essentially determines their desires and actions.
As a marketer, it is important to pay attention to the cultural values of different
countries to know the most suitable way to detect or gain new opportunities for product
innovation and sell existing products. Cross-border communication for commercial purposes
is a form of communication in the international market. Communication between individuals
from the same culture is still often difficult, let alone communication between individuals
from different cultures in terms of language, values, customers, and ways of thinking will be
more difficult and carry a high risk of miscommunication. This often happens because
individuals from one culture are unaware of the differences in cultural practices, such as
communication, traditions, and thought processes, in another culture. The hypothesis that
advertising content differs by country can be supported through marketing communication
literature focusing on advertising.
Social knowledge in an organization such as employee attitudes and behaviors formed
from rules, norms, and values can define an organizational culture. J. Chatman and DL
Caldwell, as stated in Colquitt et al., define organizational culture as social knowledge shared
within an organization about rules, norms, and values that shape employee attitudes and
behavior (Colquitt, et al, 2009: 546). Therefore, great practical value in marketing
communications can be made by understanding the importance of cultural values in
advertising. Building on cultural differences should be a guide to developing international
marketing communication strategies (Munson and McIntyre, 1979). Ignoring the cultural
implications contained in advertising can cause consumers to misinterpret the information
they receive. This miscommunication is often the cause of business failure in international
markets.
Knowledge of the market's cultural environment can be leveraged when marketers
discuss consumer tastes, purchasing behavior, and product usage patterns. To customize
marketing communication strategies to be accepted by consumers, it is not enough for
commercial enterprises to focus on cultural differences alone. However, companies also need
to find cultural similarities to seize opportunities and revise standard marketing strategies
based on cultural information-based marketing communication theory. The ability to carefully
handle cultural conventions and differences in the global market is an important task in
marketing.
International business is often conducted across cultures, and managers' awareness of
cross-cultural areas prone to communication barriers and conflicts can improve marketing
communication. The discovery by individuals from different cultures of new ways of solving
problems by incorporating solutions that focus on cultural aspects and look at problems from
other perspectives, can support international business success. (Prasetia, 2021).
Marketing Strategy
Strategy is a multidimensional concept that includes all important organizational
activities such as creating a sense of unity, organizational rules and goals and creating
opportunities for significant change (Jumingan, 2015). Strategy is a way, tactics, techniques,
tactics, tactics and knowledge to use all sources that contain insight in one's journey to take
action to achieve predetermined goals. Overall, a strategy can be understood as a set of
options for planning and implementing a plan of action and allocating resources important
resources to achieve a goal, taking into account reasonable competitive advantages, ideas,
comparisons, and sustainable resonance in the ideal and long-term direction or the
organization.
Rangkuti (2014) states that strategy is described as one of the business tools to achieve
long-term goals. Siagian (2012) explains that every company organization must deal with two
types of environments, namely internal and external. The size of the company determines the
complexity of the form, type and nature of participation in the increasingly difficult and
complex decision-making process. Therefore, strategic management is needed to manage
these various activities. The definition of strategic management is managing all decisions as
well as the implementation and evaluation of decisions to achieve organizational goals and
objectives (Aditua & Silalahi, 2016).
The process of organizing, coordinating, and managing resources to achieve goals
effectively and efficiently can be defined as management. Effective means achieving goals in
accordance with the strategy, while efficient means that current activities are completed
properly, regularly, and on schedule. (Sholikhah, 2021).
Marketing is the process of organizing, implementing, and supervising programs
intended to establish, expand, and maintain profitable exchanges in order to successfully
achieve the goals that the organization or company has set for itself. Decision-making
procedures based on marketing principles and management processes such as analysis,
planning, policy implementation, plans and strategies, tactics, and control are included in the
application of management science.
Marketing is the analysis, planning, implementation, and control of programs intended
to achieve corporate goals by creating, developing, and maintaining profitable exchanges with
target customers. Marketing is intended so that sellers understand, recognize, and understand
excessively to consumers so that the product or service is in accordance with consumer
desires and sells itself.
According to Abdullah and Tantri (2016) the results of the interaction of various
activities in which individuals and groups get their needs and wants through the process of
creating, offering, and trading goods with each other.
To develop an effective marketing strategy, marketers need to be aware of the types of
problem-solving techniques that consumers use when choosing a product or service. Abdullah
and Tantri (2016) state that when formulating a strategy, product managers must consult with
the purchasing and production departments to guarantee that sufficient raw resources are
available and produce sufficient units to achieve the desired results, as well as with sales
managers to obtain personnel-related support.
A marketing plan can be considered in light of the aforementioned idea of requiring
both internal and external marketing. The process of creating customer service is valued,
distributed, and promoted. known as external marketing. Internal marketing describes the
ability of employees to serve clients by valuing services not only based on Technical quality
is important, but functional quality is also important (Yeni et al., 2019).
It takes several techniques or strategies to introduce a company's product to the market
so that it is known, tried, and trusted, leading to consumers needing it, even if they do not
want to use other goods or develop this product. In general, there are three main marketing
strategies:
Market evolution
In an effort to find new customers for a business. There are several ways to do this, including:
Search for new markets and market segments.
Setting up a brand to increase sales.
Product modification
Achieved through modifying product features that can attract new buyers.
Improve product strength, purity, and other qualities such as durability. Such
efforts will be effective If the quality of the product improves, then consumers are
aware of and believe in the improved quality, and they are interested in the
improvements that have been made.
Side improvements. This is achieved by giving the product more functionality and
safety.
In repair mode. Improving the appearance or design of manufactured goods
Change the marketing mix
There are various ways to increase sales, including:
Lower prices to attract new market segments.
Engage in more engaging advertising and promotional efforts.
Changing distribution channels to increase revenue or production numbers.
Promotion is included in the updated marketing mix from the third strategy point of
view. Promoting products to consumers is one of the techniques to improve product
marketing in economics and marketing. (Mawar & Aslami, 2021).
The Effect of Organizational Culture on the Implementation of Marketing Management
Culture has many interconnected components. From these different parts, a deep
understanding is required. These cultural elements affect international marketing, including:
Mateial Life
The main element of culture is its material component. The main material life is problematic
in the development of technology as a tool for the production, distribution and consumption of
goods and services. Environmental factors explain the different levels and types of demand
for consumer goods.
Language
Language is one of the difficulties that must be overcome in worldwide marketing. To be able
to establish relationships and communicate internationally, this language is one of the
obstacles, therefore language is considered the most important element in the success of
international marketing management.
Social Interaction
An equally important element is also the way in which community members relate to each
other. This interaction can be expressed as the concept of kinship.
Aesthetics
The concepts and viewpoints adopted by a culture that upholds attractiveness and taste are
referred to as aesthetics. Three principles govern aesthetic expression in the Asia-Pacific
region: (1) complexity and dressing (diversity of shapes, forms, and colors); (2) harmony and
natural scenery (such as mountains, flowers, and trees); and (3) simplicity.
Religion
In many communities, religion is important. When religion plays an important role in
consumers' lives, businesses need to recognize this. Companies can engage Muslim
consumers and grow their business in Islamic societies by ensuring the things they offer are
halal and adding halal labels on every product that will be advertised.
Education
One of the main ways of passing culture from one generation to the next is education. The
level of education and the quality of that education are two elements of education that matter
to global marketers. It is imperative that businesses consider the quality of education. The
gateway to addressing corporate demands is education.
Value System
Every culture has a set of core values that guide people's norms and expectations. Norms
influence how people feel about things and moral principles. A society's value system is very
important from an international marketing perspective. Product positioning and selection in
product design will be driven by local sentiments towards other cultures (Islam et al., 2023).
Every country has a different culture, so it is crucial for international management to
understand how culture affects global trade. It can be disastrous for a business if overseas
managers do not understand the culture of the country they are doing business in.
The following are some of the traits that managers who oversee international business
should be aware of as it relates to international business:
Culture is a reflection of learned behaviors that are passed down from one member
of a society to another.
Cultural components are connected.
Culture is adaptable, meaning it can change in response to outside events that impact
the community.
The realization of a society is of course determined by the culture that its members
accept. Those who share the culture are considered members of the society, while
those who do not share the culture are considered to be outside the society. the
following are some other opinions about the characteristics of culture, as follows:
o Learning: Culture is acquired through learning and experience; it is not
inherited or biological.
o Shared: Culture is not unique to individuals and individuals; people are
members of a collection of organizations or cultural divisions of society.
o Generational change: Culture is cumulative and is passed on from one
generation to the next, leading to generational change.
o Symbolic: Culture based on an individual's ability to represent or utilize one
item to characterize another.
o Exemplary: As culture is structured and interconnected, changes to one
aspect will also affect the other.
o Adaptability: The human ability to evolve and adapt is the foundation of
culture.
In marketing, there is the term marketing mix which formulates marketing strategies
that must be carried out by business actors into the 4Ps, namely product, price, place and
promotion. For product marketing efforts to be successful and successful in a highly dynamic
international context, strategic marketers must incorporate cultural characteristics when
developing marketing mix strategies. As a result, it is important to create a good marketing
mix program based on the following factors:
Product
Businesses in international marketing must be able to design goods that appeal to their target
audience. And from a global perspective, culture is an important tool for product
development. Because the products needed for each marketing niche and the methods used to
produce them are different. Compared to other goods such as cars and motorcycles, some
products, especially food, beverages, and apparel, have a very deep cultural connection and
affinity. For cultural considerations, certain goods or services may also be prohibited or
restricted.
Price.
In culturally diverse regions, consumers' willingness to pay for goods will differ. Even items
that are considered of high value in one culture may be more valuable and worthwhile in
another.
Place (Distribution)
Strategic distribution can also be influenced by cultural factors. This depends on each person's
way of life and regional culture.
Promotion
Promotion is one of the four most frequently used components of the marketing mix.
Typically, culture will have a significant impact on a company's communication strategy.
Since advertising strategies that work well in one culture may work against them in another,
international marketers must be careful when conducting marketing communications through
advertising and other advertising promotion strategies.
The integration of marketing strategies and local culture will have an effect on
business continuity and successful product marketing, so it is important for international
marketers to understand this in relation to marketing strategies, especially the marketing mix
when formulating marketing strategies that are best suited to the highly dynamic international
target market of global marketers (Islam et al., 2023).
How to communicate is the key to success in business competition in the international
arena. It takes the right way of communication in the marketing field to win the competition.
This way of communicating is strongly influenced by cultural factors, so culture here has a
very important influence on the success of companies in going international. One of them
affects the leader's decision in making a policy. Marketing strategies with a broad scope to
cross-culture are indispensable in developing and introducing businesses on the international
stage international. So these leaders must have a high awareness of the different business
cultures. A manager's approach is influenced by their leadership. Less supportive leadership
in this situation results from a lack of trust in subordinates and excessive caution, which
inhibits employees from using creativity in their work. In other words, the current government
system is a directive system. This is clearly contrary to the spirit of strategic management,
which provides opportunities for employees to participate in project planning,
implementation, and evaluation (Dewie Tri Wijayati, 2010). international marketing
communication, which can be seen from the point of view of values, consumers, thinking
methods, and linguistic points of view, is a form of communication to reduce the emergence
of problems between people with different cultural backgrounds and different countries.
The rapid development of the business world and industry is also influenced by the
rapid flow of globalization. This encourages business people to start competing to increase
their economic and business scale towards the global market. To reach the global market,
there is a challenge to create unique business products, which are certainly supported by
cultural aspects. Culture impacts marketing strategies in two ways: marketers can combine
these two approaches, or they can modify international marketing tactics to better suit
regional cultural variants. One of these, in the field of applied marketing, is the global
standardization of advertising content. Empirical research shows that when there is a
significant cultural gap between a company's headquarters, where it is located, and a new area
of its target market, conditions for strategic promotion arise.
Cultural factors, such as customer purchasing behavior and habits that affect the
implementation of inventory policies, must also be taken into account when executing
distribution plans, which are components of marketing policies. For example, European
regions are accustomed to large-scale consumption to coincide with certain seasons, but Asian
regions, which experience only two seasons, have a pattern of immediate storage and small-
scale consumption. To enable this culture demands a pattern of product marketing approach
that suits the regional circumstances. (Gunanto & Gusti, 2017).
Conclusions
One factor that traders believe contributes to market competition is market location.
International business professionals who recognize that there are cultures that are different
from their own and that they must learn about these cultural traits in order to make
adjustments can adapt or coexist with other cultures. When people from one culture cannot
understand cultural differences defined in communication practices, customs, and culture, as
well as thought processing in the context of another culture, problems in cross-cultural
marketing communication sometimes develop. Communication methods are one of the keys
to success in commercial competitiveness on a global scale. In the world of marketing,
winning the competition requires the right communication. This form of communication is
greatly influenced by cultural characteristics, therefore culture has a significant influence on
how well companies enter the global market. Every country has a different culture, so it is
very important for international management to understand how culture affects global trade.
Market Competition
Based on literature sources on strategic management, companies can maintain their
competitive advantage by optimizing the utilization of their assets and skills.
In the context of trade liberalization, interactions between local stakeholders and
domestic firms have a comparative advantage over foreign firms, but may face challenges in
competing on cost. Therefore, the author argues that by strengthening relationships with local
consumers, employees, and other stakeholders, domestic companies can respond to
intensifying competition from foreign companies. To disadvantage their competitors, firms
can utilize social and environmental initiatives to differentiate themselves and create "soft"
trade barriers.
Traders consider market location to be a contributing factor to market competition.
Consumer convenience and proximity to consumers as well as the distance between
traditional stores and modern stores in the same service area are the main factors that can
influence consumer preferences.
Theory and previous research show that the level of market competition can be
reflected by the level of market concentration. When markets have a wide range of
interchangeable products, high market concentration may indicate intense competition.
However, if costs or market entry are different, lower market concentration may indicate less
competition (Prasetia, 2021).
Organizational Culture
Culture can be explained as the totality of man-made beliefs, rules, techniques,
institutions and artifacts that characterize a human population. Therefore, culture consists of
behavioral patterns learned by members of a particular society, describing the unique lifestyle
of a group or individual.
In the context of international business professionals, they can adapt or coexist with
other cultures by recognizing the cultural diversity of their own culture and learning about the
cultural traits to make adjustments. E.T. Hall suggests two ways to adapt to culture, namely:
Become one with the culture for a lifetime in the country.
Following a sophisticated and comprehensive training program that covers key
characteristics of the culture, including the culture itself.
It is important to note that some cultural characteristics that have relevance to
international business are as follows:
Culture reflects learned behavior that is transmitted from one member of a society to
another.
The relationship between elements of culture (interrelated), meaning that each
element in culture is interconnected with one another.
Culture is adaptable, which means that culture can change according to the influence
of external forces that affect the society.
Culture is shared by members of a society, and determines their membership in a
society. People who share the same culture are considered members of a society,
while those who do not share it are considered outside the boundaries of that society
(Islam et al., 2023).
Social class, culture, and subculture significantly influence consumer behavior when
making purchases. A person's culture essentially determines their desires and actions.
As a marketer, it is important to pay attention to the cultural values of different
countries to know the most suitable way to detect or gain new opportunities for product
innovation and sell existing products. Cross-border communication for commercial purposes
is a form of communication in the international market. Communication between individuals
from the same culture is still often difficult, let alone communication between individuals
from different cultures in terms of language, values, customers, and ways of thinking will be
more difficult and carry a high risk of miscommunication. This often happens because
individuals from one culture are unaware of the differences in cultural practices, such as
communication, traditions, and thought processes, in another culture. The hypothesis that
advertising content differs by country can be supported through marketing communication
literature focusing on advertising.
Social knowledge in an organization such as employee attitudes and behaviors formed
from rules, norms, and values can define an organizational culture. J. Chatman and DL
Caldwell, as stated in Colquitt et al., define organizational culture as social knowledge shared
within an organization about rules, norms, and values that shape employee attitudes and
behavior (Colquitt, et al, 2009: 546). Therefore, great practical value in marketing
communications can be made by understanding the importance of cultural values in
advertising. Building on cultural differences should be a guide to developing international
marketing communication strategies (Munson and McIntyre, 1979). Ignoring the cultural
implications contained in advertising can cause consumers to misinterpret the information
they receive. This miscommunication is often the cause of business failure in international
markets.
Knowledge of the market's cultural environment can be leveraged when marketers
discuss consumer tastes, purchasing behavior, and product usage patterns. To customize
marketing communication strategies to be accepted by consumers, it is not enough for
commercial enterprises to focus on cultural differences alone. However, companies also need
to find cultural similarities to seize opportunities and revise standard marketing strategies
based on cultural information-based marketing communication theory. The ability to carefully
handle cultural conventions and differences in the global market is an important task in
marketing.
International business is often conducted across cultures, and managers' awareness of
cross-cultural areas prone to communication barriers and conflicts can improve marketing
communication. The discovery by individuals from different cultures of new ways of solving
problems by incorporating solutions that focus on cultural aspects and look at problems from
other perspectives, can support international business success. (Prasetia, 2021).
Marketing Strategy
Strategy is a multidimensional concept that includes all important organizational
activities such as creating a sense of unity, organizational rules and goals and creating
opportunities for significant change (Jumingan, 2015). Strategy is a way, tactics, techniques,
tactics, tactics and knowledge to use all sources that contain insight in one's journey to take
action to achieve predetermined goals. Overall, a strategy can be understood as a set of
options for planning and implementing a plan of action and allocating resources important
resources to achieve a goal, taking into account reasonable competitive advantages, ideas,
comparisons, and sustainable resonance in the ideal and long-term direction or the
organization.
Rangkuti (2014) states that strategy is described as one of the business tools to achieve
long-term goals. Siagian (2012) explains that every company organization must deal with two
types of environments, namely internal and external. The size of the company determines the
complexity of the form, type and nature of participation in the increasingly difficult and
complex decision-making process. Therefore, strategic management is needed to manage
these various activities. The definition of strategic management is managing all decisions as
well as the implementation and evaluation of decisions to achieve organizational goals and
objectives (Aditua & Silalahi, 2016).
The process of organizing, coordinating, and managing resources to achieve goals
effectively and efficiently can be defined as management. Effective means achieving goals in
accordance with the strategy, while efficient means that current activities are completed
properly, regularly, and on schedule. (Sholikhah, 2021).
Marketing is the process of organizing, implementing, and supervising programs
intended to establish, expand, and maintain profitable exchanges in order to successfully
achieve the goals that the organization or company has set for itself. Decision-making
procedures based on marketing principles and management processes such as analysis,
planning, policy implementation, plans and strategies, tactics, and control are included in the
application of management science.
Marketing is the analysis, planning, implementation, and control of programs intended
to achieve corporate goals by creating, developing, and maintaining profitable exchanges with
target customers. Marketing is intended so that sellers understand, recognize, and understand
excessively to consumers so that the product or service is in accordance with consumer
desires and sells itself.
According to Abdullah and Tantri (2016) the results of the interaction of various
activities in which individuals and groups get their needs and wants through the process of
creating, offering, and trading goods with each other.
To develop an effective marketing strategy, marketers need to be aware of the types of
problem-solving techniques that consumers use when choosing a product or service. Abdullah
and Tantri (2016) state that when formulating a strategy, product managers must consult with
the purchasing and production departments to guarantee that sufficient raw resources are
available and produce sufficient units to achieve the desired results, as well as with sales
managers to obtain personnel-related support.
A marketing plan can be considered in light of the aforementioned idea of requiring
both internal and external marketing. The process of creating customer service is valued,
distributed, and promoted. known as external marketing. Internal marketing describes the
ability of employees to serve clients by valuing services not only based on Technical quality
is important, but functional quality is also important (Yeni et al., 2019).
It takes several techniques or strategies to introduce a company's product to the market
so that it is known, tried, and trusted, leading to consumers needing it, even if they do not
want to use other goods or develop this product. In general, there are three main marketing
strategies:
Market evolution
In an effort to find new customers for a business. There are several ways to do this, including:
Search for new markets and market segments.
Setting up a brand to increase sales.
Product modification
Achieved through modifying product features that can attract new buyers.
Improve product strength, purity, and other qualities such as durability. Such
efforts will be effective If the quality of the product improves, then consumers are
aware of and believe in the improved quality, and they are interested in the
improvements that have been made.
Side improvements. This is achieved by giving the product more functionality and
safety.
In repair mode. Improving the appearance or design of manufactured goods
Change the marketing mix
There are various ways to increase sales, including:
Lower prices to attract new market segments.
Engage in more engaging advertising and promotional efforts.
Changing distribution channels to increase revenue or production numbers.
Promotion is included in the updated marketing mix from the third strategy point of
view. Promoting products to consumers is one of the techniques to improve product
marketing in economics and marketing. (Mawar & Aslami, 2021).
The Effect of Organizational Culture on the Implementation of Marketing Management
Culture has many interconnected components. From these different parts, a deep
understanding is required. These cultural elements affect international marketing, including:
Mateial Life
The main element of culture is its material component. The main material life is problematic
in the development of technology as a tool for the production, distribution and consumption of
goods and services. Environmental factors explain the different levels and types of demand
for consumer goods.
Language
Language is one of the difficulties that must be overcome in worldwide marketing. To be able
to establish relationships and communicate internationally, this language is one of the
obstacles, therefore language is considered the most important element in the success of
international marketing management.
Social Interaction
An equally important element is also the way in which community members relate to each
other. This interaction can be expressed as the concept of kinship.
Aesthetics
The concepts and viewpoints adopted by a culture that upholds attractiveness and taste are
referred to as aesthetics. Three principles govern aesthetic expression in the Asia-Pacific
region: (1) complexity and dressing (diversity of shapes, forms, and colors); (2) harmony and
natural scenery (such as mountains, flowers, and trees); and (3) simplicity.
Religion
In many communities, religion is important. When religion plays an important role in
consumers' lives, businesses need to recognize this. Companies can engage Muslim
consumers and grow their business in Islamic societies by ensuring the things they offer are
halal and adding halal labels on every product that will be advertised.
Education
One of the main ways of passing culture from one generation to the next is education. The
level of education and the quality of that education are two elements of education that matter
to global marketers. It is imperative that businesses consider the quality of education. The
gateway to addressing corporate demands is education.
Value System
Every culture has a set of core values that guide people's norms and expectations. Norms
influence how people feel about things and moral principles. A society's value system is very
important from an international marketing perspective. Product positioning and selection in
product design will be driven by local sentiments towards other cultures (Islam et al., 2023).
Every country has a different culture, so it is crucial for international management to
understand how culture affects global trade. It can be disastrous for a business if overseas
managers do not understand the culture of the country they are doing business in.
The following are some of the traits that managers who oversee international business
should be aware of as it relates to international business:
Culture is a reflection of learned behaviors that are passed down from one member
of a society to another.
Cultural components are connected.
Culture is adaptable, meaning it can change in response to outside events that impact
the community.
The realization of a society is of course determined by the culture that its members
accept. Those who share the culture are considered members of the society, while
those who do not share the culture are considered to be outside the society. the
following are some other opinions about the characteristics of culture, as follows:
o Learning: Culture is acquired through learning and experience; it is not
inherited or biological.
o Shared: Culture is not unique to individuals and individuals; people are
members of a collection of organizations or cultural divisions of society.
o Generational change: Culture is cumulative and is passed on from one
generation to the next, leading to generational change.
o Symbolic: Culture based on an individual's ability to represent or utilize one
item to characterize another.
o Exemplary: As culture is structured and interconnected, changes to one
aspect will also affect the other.
o Adaptability: The human ability to evolve and adapt is the foundation of
culture.
In marketing, there is the term marketing mix which formulates marketing strategies
that must be carried out by business actors into the 4Ps, namely product, price, place and
promotion. For product marketing efforts to be successful and successful in a highly dynamic
international context, strategic marketers must incorporate cultural characteristics when
developing marketing mix strategies. As a result, it is important to create a good marketing
mix program based on the following factors:
Product
Businesses in international marketing must be able to design goods that appeal to their target
audience. And from a global perspective, culture is an important tool for product
development. Because the products needed for each marketing niche and the methods used to
produce them are different. Compared to other goods such as cars and motorcycles, some
products, especially food, beverages, and apparel, have a very deep cultural connection and
affinity. For cultural considerations, certain goods or services may also be prohibited or
restricted.
Price.
In culturally diverse regions, consumers' willingness to pay for goods will differ. Even items
that are considered of high value in one culture may be more valuable and worthwhile in
another.
Place (Distribution)
Strategic distribution can also be influenced by cultural factors. This depends on each person's
way of life and regional culture.
Promotion
Promotion is one of the four most frequently used components of the marketing mix.
Typically, culture will have a significant impact on a company's communication strategy.
Since advertising strategies that work well in one culture may work against them in another,
international marketers must be careful when conducting marketing communications through
advertising and other advertising promotion strategies.
The integration of marketing strategies and local culture will have an effect on
business continuity and successful product marketing, so it is important for international
marketers to understand this in relation to marketing strategies, especially the marketing mix
when formulating marketing strategies that are best suited to the highly dynamic international
target market of global marketers (Islam et al., 2023).
How to communicate is the key to success in business competition in the international
arena. It takes the right way of communication in the marketing field to win the competition.
This way of communicating is strongly influenced by cultural factors, so culture here has a
very important influence on the success of companies in going international. One of them
affects the leader's decision in making a policy. Marketing strategies with a broad scope to
cross-culture are indispensable in developing and introducing businesses on the international
stage international. So these leaders must have a high awareness of the different business
cultures. A manager's approach is influenced by their leadership. Less supportive leadership
in this situation results from a lack of trust in subordinates and excessive caution, which
inhibits employees from using creativity in their work. In other words, the current government
system is a directive system. This is clearly contrary to the spirit of strategic management,
which provides opportunities for employees to participate in project planning,
implementation, and evaluation (Dewie Tri Wijayati, 2010). international marketing
communication, which can be seen from the point of view of values, consumers, thinking
methods, and linguistic points of view, is a form of communication to reduce the emergence
of problems between people with different cultural backgrounds and different countries.
The rapid development of the business world and industry is also influenced by the
rapid flow of globalization. This encourages business people to start competing to increase
their economic and business scale towards the global market. To reach the global market,
there is a challenge to create unique business products, which are certainly supported by
cultural aspects. Culture impacts marketing strategies in two ways: marketers can combine
these two approaches, or they can modify international marketing tactics to better suit
regional cultural variants. One of these, in the field of applied marketing, is the global
standardization of advertising content. Empirical research shows that when there is a
significant cultural gap between a company's headquarters, where it is located, and a new area
of its target market, conditions for strategic promotion arise.
Cultural factors, such as customer purchasing behavior and habits that affect the
implementation of inventory policies, must also be taken into account when executing
distribution plans, which are components of marketing policies. For example, European
regions are accustomed to large-scale consumption to coincide with certain seasons, but Asian
regions, which experience only two seasons, have a pattern of immediate storage and small-
scale consumption. To enable this culture demands a pattern of product marketing approach
that suits the regional circumstances. (Gunanto & Gusti, 2017).
Conclusions
One factor that traders believe contributes to market competition is market location.
International business professionals who recognize that there are cultures that are different
from their own and that they must learn about these cultural traits in order to make
adjustments can adapt or coexist with other cultures. When people from one culture cannot
understand cultural differences defined in communication practices, customs, and culture, as
well as thought processing in the context of another culture, problems in cross-cultural
marketing communication sometimes develop. Communication methods are one of the keys
to success in commercial competitiveness on a global scale. In the world of marketing,
winning the competition requires the right communication. This form of communication is
greatly influenced by cultural characteristics, therefore culture has a significant influence on
how well companies enter the global market. Every country has a different culture, so it is
very important for international management to understand how culture affects global trade.
Market Competition
Based on literature sources on strategic management, companies can maintain their
competitive advantage by optimizing the utilization of their assets and skills.
In the context of trade liberalization, interactions between local stakeholders and
domestic firms have a comparative advantage over foreign firms, but may face challenges in
competing on cost. Therefore, the author argues that by strengthening relationships with local
consumers, employees, and other stakeholders, domestic companies can respond to
intensifying competition from foreign companies. To disadvantage their competitors, firms
can utilize social and environmental initiatives to differentiate themselves and create "soft"
trade barriers.
Traders consider market location to be a contributing factor to market competition.
Consumer convenience and proximity to consumers as well as the distance between
traditional stores and modern stores in the same service area are the main factors that can
influence consumer preferences.
Theory and previous research show that the level of market competition can be
reflected by the level of market concentration. When markets have a wide range of
interchangeable products, high market concentration may indicate intense competition.
However, if costs or market entry are different, lower market concentration may indicate less
competition (Prasetia, 2021).
Organizational Culture
Culture can be explained as the totality of man-made beliefs, rules, techniques,
institutions and artifacts that characterize a human population. Therefore, culture consists of
behavioral patterns learned by members of a particular society, describing the unique lifestyle
of a group or individual.
In the context of international business professionals, they can adapt or coexist with
other cultures by recognizing the cultural diversity of their own culture and learning about the
cultural traits to make adjustments. E.T. Hall suggests two ways to adapt to culture, namely:
Become one with the culture for a lifetime in the country.
Following a sophisticated and comprehensive training program that covers key
characteristics of the culture, including the culture itself.
It is important to note that some cultural characteristics that have relevance to
international business are as follows:
Culture reflects learned behavior that is transmitted from one member of a society to
another.
The relationship between elements of culture (interrelated), meaning that each
element in culture is interconnected with one another.
Culture is adaptable, which means that culture can change according to the influence
of external forces that affect the society.
Culture is shared by members of a society, and determines their membership in a
society. People who share the same culture are considered members of a society,
while those who do not share it are considered outside the boundaries of that society
(Islam et al., 2023).
Social class, culture, and subculture significantly influence consumer behavior when
making purchases. A person's culture essentially determines their desires and actions.
As a marketer, it is important to pay attention to the cultural values of different
countries to know the most suitable way to detect or gain new opportunities for product
innovation and sell existing products. Cross-border communication for commercial purposes
is a form of communication in the international market. Communication between individuals
from the same culture is still often difficult, let alone communication between individuals
from different cultures in terms of language, values, customers, and ways of thinking will be
more difficult and carry a high risk of miscommunication. This often happens because
individuals from one culture are unaware of the differences in cultural practices, such as
communication, traditions, and thought processes, in another culture. The hypothesis that
advertising content differs by country can be supported through marketing communication
literature focusing on advertising.
Social knowledge in an organization such as employee attitudes and behaviors formed
from rules, norms, and values can define an organizational culture. J. Chatman and DL
Caldwell, as stated in Colquitt et al., define organizational culture as social knowledge shared
within an organization about rules, norms, and values that shape employee attitudes and
behavior (Colquitt, et al, 2009: 546). Therefore, great practical value in marketing
communications can be made by understanding the importance of cultural values in
advertising. Building on cultural differences should be a guide to developing international
marketing communication strategies (Munson and McIntyre, 1979). Ignoring the cultural
implications contained in advertising can cause consumers to misinterpret the information
they receive. This miscommunication is often the cause of business failure in international
markets.
Knowledge of the market's cultural environment can be leveraged when marketers
discuss consumer tastes, purchasing behavior, and product usage patterns. To customize
marketing communication strategies to be accepted by consumers, it is not enough for
commercial enterprises to focus on cultural differences alone. However, companies also need
to find cultural similarities to seize opportunities and revise standard marketing strategies
based on cultural information-based marketing communication theory. The ability to carefully
handle cultural conventions and differences in the global market is an important task in
marketing.
International business is often conducted across cultures, and managers' awareness of
cross-cultural areas prone to communication barriers and conflicts can improve marketing
communication. The discovery by individuals from different cultures of new ways of solving
problems by incorporating solutions that focus on cultural aspects and look at problems from
other perspectives, can support international business success. (Prasetia, 2021).
Marketing Strategy
Strategy is a multidimensional concept that includes all important organizational
activities such as creating a sense of unity, organizational rules and goals and creating
opportunities for significant change (Jumingan, 2015). Strategy is a way, tactics, techniques,
tactics, tactics and knowledge to use all sources that contain insight in one's journey to take
action to achieve predetermined goals. Overall, a strategy can be understood as a set of
options for planning and implementing a plan of action and allocating resources important
resources to achieve a goal, taking into account reasonable competitive advantages, ideas,
comparisons, and sustainable resonance in the ideal and long-term direction or the
organization.
Rangkuti (2014) states that strategy is described as one of the business tools to achieve
long-term goals. Siagian (2012) explains that every company organization must deal with two
types of environments, namely internal and external. The size of the company determines the
complexity of the form, type and nature of participation in the increasingly difficult and
complex decision-making process. Therefore, strategic management is needed to manage
these various activities. The definition of strategic management is managing all decisions as
well as the implementation and evaluation of decisions to achieve organizational goals and
objectives (Aditua & Silalahi, 2016).
The process of organizing, coordinating, and managing resources to achieve goals
effectively and efficiently can be defined as management. Effective means achieving goals in
accordance with the strategy, while efficient means that current activities are completed
properly, regularly, and on schedule. (Sholikhah, 2021).
Marketing is the process of organizing, implementing, and supervising programs
intended to establish, expand, and maintain profitable exchanges in order to successfully
achieve the goals that the organization or company has set for itself. Decision-making
procedures based on marketing principles and management processes such as analysis,
planning, policy implementation, plans and strategies, tactics, and control are included in the
application of management science.
Marketing is the analysis, planning, implementation, and control of programs intended
to achieve corporate goals by creating, developing, and maintaining profitable exchanges with
target customers. Marketing is intended so that sellers understand, recognize, and understand
excessively to consumers so that the product or service is in accordance with consumer
desires and sells itself.
According to Abdullah and Tantri (2016) the results of the interaction of various
activities in which individuals and groups get their needs and wants through the process of
creating, offering, and trading goods with each other.
To develop an effective marketing strategy, marketers need to be aware of the types of
problem-solving techniques that consumers use when choosing a product or service. Abdullah
and Tantri (2016) state that when formulating a strategy, product managers must consult with
the purchasing and production departments to guarantee that sufficient raw resources are
available and produce sufficient units to achieve the desired results, as well as with sales
managers to obtain personnel-related support.
A marketing plan can be considered in light of the aforementioned idea of requiring
both internal and external marketing. The process of creating customer service is valued,
distributed, and promoted. known as external marketing. Internal marketing describes the
ability of employees to serve clients by valuing services not only based on Technical quality
is important, but functional quality is also important (Yeni et al., 2019).
It takes several techniques or strategies to introduce a company's product to the market
so that it is known, tried, and trusted, leading to consumers needing it, even if they do not
want to use other goods or develop this product. In general, there are three main marketing
strategies:
Market evolution
In an effort to find new customers for a business. There are several ways to do this, including:
Search for new markets and market segments.
Setting up a brand to increase sales.
Product modification
Achieved through modifying product features that can attract new buyers.
Improve product strength, purity, and other qualities such as durability. Such
efforts will be effective If the quality of the product improves, then consumers are
aware of and believe in the improved quality, and they are interested in the
improvements that have been made.
Side improvements. This is achieved by giving the product more functionality and
safety.
In repair mode. Improving the appearance or design of manufactured goods
Change the marketing mix
There are various ways to increase sales, including:
Lower prices to attract new market segments.
Engage in more engaging advertising and promotional efforts.
Changing distribution channels to increase revenue or production numbers.
Promotion is included in the updated marketing mix from the third strategy point of
view. Promoting products to consumers is one of the techniques to improve product
marketing in economics and marketing. (Mawar & Aslami, 2021).
The Effect of Organizational Culture on the Implementation of Marketing Management
Culture has many interconnected components. From these different parts, a deep
understanding is required. These cultural elements affect international marketing, including:
Mateial Life
The main element of culture is its material component. The main material life is problematic
in the development of technology as a tool for the production, distribution and consumption of
goods and services. Environmental factors explain the different levels and types of demand
for consumer goods.
Language
Language is one of the difficulties that must be overcome in worldwide marketing. To be able
to establish relationships and communicate internationally, this language is one of the
obstacles, therefore language is considered the most important element in the success of
international marketing management.
Social Interaction
An equally important element is also the way in which community members relate to each
other. This interaction can be expressed as the concept of kinship.
Aesthetics
The concepts and viewpoints adopted by a culture that upholds attractiveness and taste are
referred to as aesthetics. Three principles govern aesthetic expression in the Asia-Pacific
region: (1) complexity and dressing (diversity of shapes, forms, and colors); (2) harmony and
natural scenery (such as mountains, flowers, and trees); and (3) simplicity.
Religion
In many communities, religion is important. When religion plays an important role in
consumers' lives, businesses need to recognize this. Companies can engage Muslim
consumers and grow their business in Islamic societies by ensuring the things they offer are
halal and adding halal labels on every product that will be advertised.
Education
One of the main ways of passing culture from one generation to the next is education. The
level of education and the quality of that education are two elements of education that matter
to global marketers. It is imperative that businesses consider the quality of education. The
gateway to addressing corporate demands is education.
Value System
Every culture has a set of core values that guide people's norms and expectations. Norms
influence how people feel about things and moral principles. A society's value system is very
important from an international marketing perspective. Product positioning and selection in
product design will be driven by local sentiments towards other cultures (Islam et al., 2023).
Every country has a different culture, so it is crucial for international management to
understand how culture affects global trade. It can be disastrous for a business if overseas
managers do not understand the culture of the country they are doing business in.
The following are some of the traits that managers who oversee international business
should be aware of as it relates to international business:
Culture is a reflection of learned behaviors that are passed down from one member
of a society to another.
Cultural components are connected.
Culture is adaptable, meaning it can change in response to outside events that impact
the community.
The realization of a society is of course determined by the culture that its members
accept. Those who share the culture are considered members of the society, while
those who do not share the culture are considered to be outside the society. the
following are some other opinions about the characteristics of culture, as follows:
o Learning: Culture is acquired through learning and experience; it is not
inherited or biological.
o Shared: Culture is not unique to individuals and individuals; people are
members of a collection of organizations or cultural divisions of society.
o Generational change: Culture is cumulative and is passed on from one
generation to the next, leading to generational change.
o Symbolic: Culture based on an individual's ability to represent or utilize one
item to characterize another.
o Exemplary: As culture is structured and interconnected, changes to one
aspect will also affect the other.
o Adaptability: The human ability to evolve and adapt is the foundation of
culture.
In marketing, there is the term marketing mix which formulates marketing strategies
that must be carried out by business actors into the 4Ps, namely product, price, place and
promotion. For product marketing efforts to be successful and successful in a highly dynamic
international context, strategic marketers must incorporate cultural characteristics when
developing marketing mix strategies. As a result, it is important to create a good marketing
mix program based on the following factors:
Product
Businesses in international marketing must be able to design goods that appeal to their target
audience. And from a global perspective, culture is an important tool for product
development. Because the products needed for each marketing niche and the methods used to
produce them are different. Compared to other goods such as cars and motorcycles, some
products, especially food, beverages, and apparel, have a very deep cultural connection and
affinity. For cultural considerations, certain goods or services may also be prohibited or
restricted.
Price.
In culturally diverse regions, consumers' willingness to pay for goods will differ. Even items
that are considered of high value in one culture may be more valuable and worthwhile in
another.
Place (Distribution)
Strategic distribution can also be influenced by cultural factors. This depends on each person's
way of life and regional culture.
Promotion
Promotion is one of the four most frequently used components of the marketing mix.
Typically, culture will have a significant impact on a company's communication strategy.
Since advertising strategies that work well in one culture may work against them in another,
international marketers must be careful when conducting marketing communications through
advertising and other advertising promotion strategies.
The integration of marketing strategies and local culture will have an effect on
business continuity and successful product marketing, so it is important for international
marketers to understand this in relation to marketing strategies, especially the marketing mix
when formulating marketing strategies that are best suited to the highly dynamic international
target market of global marketers (Islam et al., 2023).
How to communicate is the key to success in business competition in the international
arena. It takes the right way of communication in the marketing field to win the competition.
This way of communicating is strongly influenced by cultural factors, so culture here has a
very important influence on the success of companies in going international. One of them
affects the leader's decision in making a policy. Marketing strategies with a broad scope to
cross-culture are indispensable in developing and introducing businesses on the international
stage international. So these leaders must have a high awareness of the different business
cultures. A manager's approach is influenced by their leadership. Less supportive leadership
in this situation results from a lack of trust in subordinates and excessive caution, which
inhibits employees from using creativity in their work. In other words, the current government
system is a directive system. This is clearly contrary to the spirit of strategic management,
which provides opportunities for employees to participate in project planning,
implementation, and evaluation (Dewie Tri Wijayati, 2010). international marketing
communication, which can be seen from the point of view of values, consumers, thinking
methods, and linguistic points of view, is a form of communication to reduce the emergence
of problems between people with different cultural backgrounds and different countries.
The rapid development of the business world and industry is also influenced by the
rapid flow of globalization. This encourages business people to start competing to increase
their economic and business scale towards the global market. To reach the global market,
there is a challenge to create unique business products, which are certainly supported by
cultural aspects. Culture impacts marketing strategies in two ways: marketers can combine
these two approaches, or they can modify international marketing tactics to better suit
regional cultural variants. One of these, in the field of applied marketing, is the global
standardization of advertising content. Empirical research shows that when there is a
significant cultural gap between a company's headquarters, where it is located, and a new area
of its target market, conditions for strategic promotion arise.
Cultural factors, such as customer purchasing behavior and habits that affect the
implementation of inventory policies, must also be taken into account when executing
distribution plans, which are components of marketing policies. For example, European
regions are accustomed to large-scale consumption to coincide with certain seasons, but Asian
regions, which experience only two seasons, have a pattern of immediate storage and small-
scale consumption. To enable this culture demands a pattern of product marketing approach
that suits the regional circumstances. (Gunanto & Gusti, 2017).
Conclusions
One factor that traders believe contributes to market competition is market location.
International business professionals who recognize that there are cultures that are different
from their own and that they must learn about these cultural traits in order to make
adjustments can adapt or coexist with other cultures. When people from one culture cannot
understand cultural differences defined in communication practices, customs, and culture, as
well as thought processing in the context of another culture, problems in cross-cultural
marketing communication sometimes develop. Communication methods are one of the keys
to success in commercial competitiveness on a global scale. In the world of marketing,
winning the competition requires the right communication. This form of communication is
greatly influenced by cultural characteristics, therefore culture has a significant influence on
how well companies enter the global market. Every country has a different culture, so it is
very important for international management to understand how culture affects global trade.
Market Competition
Based on literature sources on strategic management, companies can maintain their
competitive advantage by optimizing the utilization of their assets and skills.
In the context of trade liberalization, interactions between local stakeholders and
domestic firms have a comparative advantage over foreign firms, but may face challenges in
competing on cost. Therefore, the author argues that by strengthening relationships with local
consumers, employees, and other stakeholders, domestic companies can respond to
intensifying competition from foreign companies. To disadvantage their competitors, firms
can utilize social and environmental initiatives to differentiate themselves and create "soft"
trade barriers.
Traders consider market location to be a contributing factor to market competition.
Consumer convenience and proximity to consumers as well as the distance between
traditional stores and modern stores in the same service area are the main factors that can
influence consumer preferences.
Theory and previous research show that the level of market competition can be
reflected by the level of market concentration. When markets have a wide range of
interchangeable products, high market concentration may indicate intense competition.
However, if costs or market entry are different, lower market concentration may indicate less
competition (Prasetia, 2021).
Organizational Culture
Culture can be explained as the totality of man-made beliefs, rules, techniques,
institutions and artifacts that characterize a human population. Therefore, culture consists of
behavioral patterns learned by members of a particular society, describing the unique lifestyle
of a group or individual.
In the context of international business professionals, they can adapt or coexist with
other cultures by recognizing the cultural diversity of their own culture and learning about the
cultural traits to make adjustments. E.T. Hall suggests two ways to adapt to culture, namely:
Become one with the culture for a lifetime in the country.
Following a sophisticated and comprehensive training program that covers key
characteristics of the culture, including the culture itself.
It is important to note that some cultural characteristics that have relevance to
international business are as follows:
Culture reflects learned behavior that is transmitted from one member of a society to
another.
The relationship between elements of culture (interrelated), meaning that each
element in culture is interconnected with one another.
Culture is adaptable, which means that culture can change according to the influence
of external forces that affect the society.
Culture is shared by members of a society, and determines their membership in a
society. People who share the same culture are considered members of a society,
while those who do not share it are considered outside the boundaries of that society
(Islam et al., 2023).
Social class, culture, and subculture significantly influence consumer behavior when
making purchases. A person's culture essentially determines their desires and actions.
As a marketer, it is important to pay attention to the cultural values of different
countries to know the most suitable way to detect or gain new opportunities for product
innovation and sell existing products. Cross-border communication for commercial purposes
is a form of communication in the international market. Communication between individuals
from the same culture is still often difficult, let alone communication between individuals
from different cultures in terms of language, values, customers, and ways of thinking will be
more difficult and carry a high risk of miscommunication. This often happens because
individuals from one culture are unaware of the differences in cultural practices, such as
communication, traditions, and thought processes, in another culture. The hypothesis that
advertising content differs by country can be supported through marketing communication
literature focusing on advertising.
Social knowledge in an organization such as employee attitudes and behaviors formed
from rules, norms, and values can define an organizational culture. J. Chatman and DL
Caldwell, as stated in Colquitt et al., define organizational culture as social knowledge shared
within an organization about rules, norms, and values that shape employee attitudes and
behavior (Colquitt, et al, 2009: 546). Therefore, great practical value in marketing
communications can be made by understanding the importance of cultural values in
advertising. Building on cultural differences should be a guide to developing international
marketing communication strategies (Munson and McIntyre, 1979). Ignoring the cultural
implications contained in advertising can cause consumers to misinterpret the information
they receive. This miscommunication is often the cause of business failure in international
markets.
Knowledge of the market's cultural environment can be leveraged when marketers
discuss consumer tastes, purchasing behavior, and product usage patterns. To customize
marketing communication strategies to be accepted by consumers, it is not enough for
commercial enterprises to focus on cultural differences alone. However, companies also need
to find cultural similarities to seize opportunities and revise standard marketing strategies
based on cultural information-based marketing communication theory. The ability to carefully
handle cultural conventions and differences in the global market is an important task in
marketing.
International business is often conducted across cultures, and managers' awareness of
cross-cultural areas prone to communication barriers and conflicts can improve marketing
communication. The discovery by individuals from different cultures of new ways of solving
problems by incorporating solutions that focus on cultural aspects and look at problems from
other perspectives, can support international business success. (Prasetia, 2021).
Marketing Strategy
Strategy is a multidimensional concept that includes all important organizational
activities such as creating a sense of unity, organizational rules and goals and creating
opportunities for significant change (Jumingan, 2015). Strategy is a way, tactics, techniques,
tactics, tactics and knowledge to use all sources that contain insight in one's journey to take
action to achieve predetermined goals. Overall, a strategy can be understood as a set of
options for planning and implementing a plan of action and allocating resources important
resources to achieve a goal, taking into account reasonable competitive advantages, ideas,
comparisons, and sustainable resonance in the ideal and long-term direction or the
organization.
Rangkuti (2014) states that strategy is described as one of the business tools to achieve
long-term goals. Siagian (2012) explains that every company organization must deal with two
types of environments, namely internal and external. The size of the company determines the
complexity of the form, type and nature of participation in the increasingly difficult and
complex decision-making process. Therefore, strategic management is needed to manage
these various activities. The definition of strategic management is managing all decisions as
well as the implementation and evaluation of decisions to achieve organizational goals and
objectives (Aditua & Silalahi, 2016).
The process of organizing, coordinating, and managing resources to achieve goals
effectively and efficiently can be defined as management. Effective means achieving goals in
accordance with the strategy, while efficient means that current activities are completed
properly, regularly, and on schedule. (Sholikhah, 2021).
Marketing is the process of organizing, implementing, and supervising programs
intended to establish, expand, and maintain profitable exchanges in order to successfully
achieve the goals that the organization or company has set for itself. Decision-making
procedures based on marketing principles and management processes such as analysis,
planning, policy implementation, plans and strategies, tactics, and control are included in the
application of management science.
Marketing is the analysis, planning, implementation, and control of programs intended
to achieve corporate goals by creating, developing, and maintaining profitable exchanges with
target customers. Marketing is intended so that sellers understand, recognize, and understand
excessively to consumers so that the product or service is in accordance with consumer
desires and sells itself.
According to Abdullah and Tantri (2016) the results of the interaction of various
activities in which individuals and groups get their needs and wants through the process of
creating, offering, and trading goods with each other.
To develop an effective marketing strategy, marketers need to be aware of the types of
problem-solving techniques that consumers use when choosing a product or service. Abdullah
and Tantri (2016) state that when formulating a strategy, product managers must consult with
the purchasing and production departments to guarantee that sufficient raw resources are
available and produce sufficient units to achieve the desired results, as well as with sales
managers to obtain personnel-related support.
A marketing plan can be considered in light of the aforementioned idea of requiring
both internal and external marketing. The process of creating customer service is valued,
distributed, and promoted. known as external marketing. Internal marketing describes the
ability of employees to serve clients by valuing services not only based on Technical quality
is important, but functional quality is also important (Yeni et al., 2019).
It takes several techniques or strategies to introduce a company's product to the market
so that it is known, tried, and trusted, leading to consumers needing it, even if they do not
want to use other goods or develop this product. In general, there are three main marketing
strategies:
Market evolution
In an effort to find new customers for a business. There are several ways to do this, including:
Search for new markets and market segments.
Setting up a brand to increase sales.
Product modification
Achieved through modifying product features that can attract new buyers.
Improve product strength, purity, and other qualities such as durability. Such
efforts will be effective If the quality of the product improves, then consumers are
aware of and believe in the improved quality, and they are interested in the
improvements that have been made.
Side improvements. This is achieved by giving the product more functionality and
safety.
In repair mode. Improving the appearance or design of manufactured goods
Change the marketing mix
There are various ways to increase sales, including:
Lower prices to attract new market segments.
Engage in more engaging advertising and promotional efforts.
Changing distribution channels to increase revenue or production numbers.
Promotion is included in the updated marketing mix from the third strategy point of
view. Promoting products to consumers is one of the techniques to improve product
marketing in economics and marketing. (Mawar & Aslami, 2021).
The Effect of Organizational Culture on the Implementation of Marketing Management
Culture has many interconnected components. From these different parts, a deep
understanding is required. These cultural elements affect international marketing, including:
Mateial Life
The main element of culture is its material component. The main material life is problematic
in the development of technology as a tool for the production, distribution and consumption of
goods and services. Environmental factors explain the different levels and types of demand
for consumer goods.
Language
Language is one of the difficulties that must be overcome in worldwide marketing. To be able
to establish relationships and communicate internationally, this language is one of the
obstacles, therefore language is considered the most important element in the success of
international marketing management.
Social Interaction
An equally important element is also the way in which community members relate to each
other. This interaction can be expressed as the concept of kinship.
Aesthetics
The concepts and viewpoints adopted by a culture that upholds attractiveness and taste are
referred to as aesthetics. Three principles govern aesthetic expression in the Asia-Pacific
region: (1) complexity and dressing (diversity of shapes, forms, and colors); (2) harmony and
natural scenery (such as mountains, flowers, and trees); and (3) simplicity.
Religion
In many communities, religion is important. When religion plays an important role in
consumers' lives, businesses need to recognize this. Companies can engage Muslim
consumers and grow their business in Islamic societies by ensuring the things they offer are
halal and adding halal labels on every product that will be advertised.
Education
One of the main ways of passing culture from one generation to the next is education. The
level of education and the quality of that education are two elements of education that matter
to global marketers. It is imperative that businesses consider the quality of education. The
gateway to addressing corporate demands is education.
Value System
Every culture has a set of core values that guide people's norms and expectations. Norms
influence how people feel about things and moral principles. A society's value system is very
important from an international marketing perspective. Product positioning and selection in
product design will be driven by local sentiments towards other cultures (Islam et al., 2023).
Every country has a different culture, so it is crucial for international management to
understand how culture affects global trade. It can be disastrous for a business if overseas
managers do not understand the culture of the country they are doing business in.
The following are some of the traits that managers who oversee international business
should be aware of as it relates to international business:
Culture is a reflection of learned behaviors that are passed down from one member
of a society to another.
Cultural components are connected.
Culture is adaptable, meaning it can change in response to outside events that impact
the community.
The realization of a society is of course determined by the culture that its members
accept. Those who share the culture are considered members of the society, while
those who do not share the culture are considered to be outside the society. the
following are some other opinions about the characteristics of culture, as follows:
o Learning: Culture is acquired through learning and experience; it is not
inherited or biological.
o Shared: Culture is not unique to individuals and individuals; people are
members of a collection of organizations or cultural divisions of society.
o Generational change: Culture is cumulative and is passed on from one
generation to the next, leading to generational change.
o Symbolic: Culture based on an individual's ability to represent or utilize one
item to characterize another.
o Exemplary: As culture is structured and interconnected, changes to one
aspect will also affect the other.
o Adaptability: The human ability to evolve and adapt is the foundation of
culture.
In marketing, there is the term marketing mix which formulates marketing strategies
that must be carried out by business actors into the 4Ps, namely product, price, place and
promotion. For product marketing efforts to be successful and successful in a highly dynamic
international context, strategic marketers must incorporate cultural characteristics when
developing marketing mix strategies. As a result, it is important to create a good marketing
mix program based on the following factors:
Product
Businesses in international marketing must be able to design goods that appeal to their target
audience. And from a global perspective, culture is an important tool for product
development. Because the products needed for each marketing niche and the methods used to
produce them are different. Compared to other goods such as cars and motorcycles, some
products, especially food, beverages, and apparel, have a very deep cultural connection and
affinity. For cultural considerations, certain goods or services may also be prohibited or
restricted.
Price.
In culturally diverse regions, consumers' willingness to pay for goods will differ. Even items
that are considered of high value in one culture may be more valuable and worthwhile in
another.
Place (Distribution)
Strategic distribution can also be influenced by cultural factors. This depends on each person's
way of life and regional culture.
Promotion
Promotion is one of the four most frequently used components of the marketing mix.
Typically, culture will have a significant impact on a company's communication strategy.
Since advertising strategies that work well in one culture may work against them in another,
international marketers must be careful when conducting marketing communications through
advertising and other advertising promotion strategies.
The integration of marketing strategies and local culture will have an effect on
business continuity and successful product marketing, so it is important for international
marketers to understand this in relation to marketing strategies, especially the marketing mix
when formulating marketing strategies that are best suited to the highly dynamic international
target market of global marketers (Islam et al., 2023).
How to communicate is the key to success in business competition in the international
arena. It takes the right way of communication in the marketing field to win the competition.
This way of communicating is strongly influenced by cultural factors, so culture here has a
very important influence on the success of companies in going international. One of them
affects the leader's decision in making a policy. Marketing strategies with a broad scope to
cross-culture are indispensable in developing and introducing businesses on the international
stage international. So these leaders must have a high awareness of the different business
cultures. A manager's approach is influenced by their leadership. Less supportive leadership
in this situation results from a lack of trust in subordinates and excessive caution, which
inhibits employees from using creativity in their work. In other words, the current government
system is a directive system. This is clearly contrary to the spirit of strategic management,
which provides opportunities for employees to participate in project planning,
implementation, and evaluation (Dewie Tri Wijayati, 2010). international marketing
communication, which can be seen from the point of view of values, consumers, thinking
methods, and linguistic points of view, is a form of communication to reduce the emergence
of problems between people with different cultural backgrounds and different countries.
The rapid development of the business world and industry is also influenced by the
rapid flow of globalization. This encourages business people to start competing to increase
their economic and business scale towards the global market. To reach the global market,
there is a challenge to create unique business products, which are certainly supported by
cultural aspects. Culture impacts marketing strategies in two ways: marketers can combine
these two approaches, or they can modify international marketing tactics to better suit
regional cultural variants. One of these, in the field of applied marketing, is the global
standardization of advertising content. Empirical research shows that when there is a
significant cultural gap between a company's headquarters, where it is located, and a new area
of its target market, conditions for strategic promotion arise.
Cultural factors, such as customer purchasing behavior and habits that affect the
implementation of inventory policies, must also be taken into account when executing
distribution plans, which are components of marketing policies. For example, European
regions are accustomed to large-scale consumption to coincide with certain seasons, but Asian
regions, which experience only two seasons, have a pattern of immediate storage and small-
scale consumption. To enable this culture demands a pattern of product marketing approach
that suits the regional circumstances. (Gunanto & Gusti, 2017).
Conclusions
One factor that traders believe contributes to market competition is market location.
International business professionals who recognize that there are cultures that are different
from their own and that they must learn about these cultural traits in order to make
adjustments can adapt or coexist with other cultures. When people from one culture cannot
understand cultural differences defined in communication practices, customs, and culture, as
well as thought processing in the context of another culture, problems in cross-cultural
marketing communication sometimes develop. Communication methods are one of the keys
to success in commercial competitiveness on a global scale. In the world of marketing,
winning the competition requires the right communication. This form of communication is
greatly influenced by cultural characteristics, therefore culture has a significant influence on
how well companies enter the global market. Every country has a different culture, so it is
very important for international management to understand how culture affects global trade.
Market Competition
Based on literature sources on strategic management, companies can maintain their
competitive advantage by optimizing the utilization of their assets and skills.
In the context of trade liberalization, interactions between local stakeholders and
domestic firms have a comparative advantage over foreign firms, but may face challenges in
competing on cost. Therefore, the author argues that by strengthening relationships with local
consumers, employees, and other stakeholders, domestic companies can respond to
intensifying competition from foreign companies. To disadvantage their competitors, firms
can utilize social and environmental initiatives to differentiate themselves and create "soft"
trade barriers.
Traders consider market location to be a contributing factor to market competition.
Consumer convenience and proximity to consumers as well as the distance between
traditional stores and modern stores in the same service area are the main factors that can
influence consumer preferences.
Theory and previous research show that the level of market competition can be
reflected by the level of market concentration. When markets have a wide range of
interchangeable products, high market concentration may indicate intense competition.
However, if costs or market entry are different, lower market concentration may indicate less
competition (Prasetia, 2021).
Organizational Culture
Culture can be explained as the totality of man-made beliefs, rules, techniques,
institutions and artifacts that characterize a human population. Therefore, culture consists of
behavioral patterns learned by members of a particular society, describing the unique lifestyle
of a group or individual.
In the context of international business professionals, they can adapt or coexist with
other cultures by recognizing the cultural diversity of their own culture and learning about the
cultural traits to make adjustments. E.T. Hall suggests two ways to adapt to culture, namely:
Become one with the culture for a lifetime in the country.
Following a sophisticated and comprehensive training program that covers key
characteristics of the culture, including the culture itself.
It is important to note that some cultural characteristics that have relevance to
international business are as follows:
Culture reflects learned behavior that is transmitted from one member of a society to
another.
The relationship between elements of culture (interrelated), meaning that each
element in culture is interconnected with one another.
Culture is adaptable, which means that culture can change according to the influence
of external forces that affect the society.
Culture is shared by members of a society, and determines their membership in a
society. People who share the same culture are considered members of a society,
while those who do not share it are considered outside the boundaries of that society
(Islam et al., 2023).
Social class, culture, and subculture significantly influence consumer behavior when
making purchases. A person's culture essentially determines their desires and actions.
As a marketer, it is important to pay attention to the cultural values of different
countries to know the most suitable way to detect or gain new opportunities for product
innovation and sell existing products. Cross-border communication for commercial purposes
is a form of communication in the international market. Communication between individuals
from the same culture is still often difficult, let alone communication between individuals
from different cultures in terms of language, values, customers, and ways of thinking will be
more difficult and carry a high risk of miscommunication. This often happens because
individuals from one culture are unaware of the differences in cultural practices, such as
communication, traditions, and thought processes, in another culture. The hypothesis that
advertising content differs by country can be supported through marketing communication
literature focusing on advertising.
Social knowledge in an organization such as employee attitudes and behaviors formed
from rules, norms, and values can define an organizational culture. J. Chatman and DL
Caldwell, as stated in Colquitt et al., define organizational culture as social knowledge shared
within an organization about rules, norms, and values that shape employee attitudes and
behavior (Colquitt, et al, 2009: 546). Therefore, great practical value in marketing
communications can be made by understanding the importance of cultural values in
advertising. Building on cultural differences should be a guide to developing international
marketing communication strategies (Munson and McIntyre, 1979). Ignoring the cultural
implications contained in advertising can cause consumers to misinterpret the information
they receive. This miscommunication is often the cause of business failure in international
markets.
Knowledge of the market's cultural environment can be leveraged when marketers
discuss consumer tastes, purchasing behavior, and product usage patterns. To customize
marketing communication strategies to be accepted by consumers, it is not enough for
commercial enterprises to focus on cultural differences alone. However, companies also need
to find cultural similarities to seize opportunities and revise standard marketing strategies
based on cultural information-based marketing communication theory. The ability to carefully
handle cultural conventions and differences in the global market is an important task in
marketing.
International business is often conducted across cultures, and managers' awareness of
cross-cultural areas prone to communication barriers and conflicts can improve marketing
communication. The discovery by individuals from different cultures of new ways of solving
problems by incorporating solutions that focus on cultural aspects and look at problems from
other perspectives, can support international business success. (Prasetia, 2021).
Marketing Strategy
Strategy is a multidimensional concept that includes all important organizational
activities such as creating a sense of unity, organizational rules and goals and creating
opportunities for significant change (Jumingan, 2015). Strategy is a way, tactics, techniques,
tactics, tactics and knowledge to use all sources that contain insight in one's journey to take
action to achieve predetermined goals. Overall, a strategy can be understood as a set of
options for planning and implementing a plan of action and allocating resources important
resources to achieve a goal, taking into account reasonable competitive advantages, ideas,
comparisons, and sustainable resonance in the ideal and long-term direction or the
organization.
Rangkuti (2014) states that strategy is described as one of the business tools to achieve
long-term goals. Siagian (2012) explains that every company organization must deal with two
types of environments, namely internal and external. The size of the company determines the
complexity of the form, type and nature of participation in the increasingly difficult and
complex decision-making process. Therefore, strategic management is needed to manage
these various activities. The definition of strategic management is managing all decisions as
well as the implementation and evaluation of decisions to achieve organizational goals and
objectives (Aditua & Silalahi, 2016).
The process of organizing, coordinating, and managing resources to achieve goals
effectively and efficiently can be defined as management. Effective means achieving goals in
accordance with the strategy, while efficient means that current activities are completed
properly, regularly, and on schedule. (Sholikhah, 2021).
Marketing is the process of organizing, implementing, and supervising programs
intended to establish, expand, and maintain profitable exchanges in order to successfully
achieve the goals that the organization or company has set for itself. Decision-making
procedures based on marketing principles and management processes such as analysis,
planning, policy implementation, plans and strategies, tactics, and control are included in the
application of management science.
Marketing is the analysis, planning, implementation, and control of programs intended
to achieve corporate goals by creating, developing, and maintaining profitable exchanges with
target customers. Marketing is intended so that sellers understand, recognize, and understand
excessively to consumers so that the product or service is in accordance with consumer
desires and sells itself.
According to Abdullah and Tantri (2016) the results of the interaction of various
activities in which individuals and groups get their needs and wants through the process of
creating, offering, and trading goods with each other.
To develop an effective marketing strategy, marketers need to be aware of the types of
problem-solving techniques that consumers use when choosing a product or service. Abdullah
and Tantri (2016) state that when formulating a strategy, product managers must consult with
the purchasing and production departments to guarantee that sufficient raw resources are
available and produce sufficient units to achieve the desired results, as well as with sales
managers to obtain personnel-related support.
A marketing plan can be considered in light of the aforementioned idea of requiring
both internal and external marketing. The process of creating customer service is valued,
distributed, and promoted. known as external marketing. Internal marketing describes the
ability of employees to serve clients by valuing services not only based on Technical quality
is important, but functional quality is also important (Yeni et al., 2019).
It takes several techniques or strategies to introduce a company's product to the market
so that it is known, tried, and trusted, leading to consumers needing it, even if they do not
want to use other goods or develop this product. In general, there are three main marketing
strategies:
Market evolution
In an effort to find new customers for a business. There are several ways to do this, including:
Search for new markets and market segments.
Setting up a brand to increase sales.
Product modification
Achieved through modifying product features that can attract new buyers.
Improve product strength, purity, and other qualities such as durability. Such
efforts will be effective If the quality of the product improves, then consumers are
aware of and believe in the improved quality, and they are interested in the
improvements that have been made.
Side improvements. This is achieved by giving the product more functionality and
safety.
In repair mode. Improving the appearance or design of manufactured goods
Change the marketing mix
There are various ways to increase sales, including:
Lower prices to attract new market segments.
Engage in more engaging advertising and promotional efforts.
Changing distribution channels to increase revenue or production numbers.
Promotion is included in the updated marketing mix from the third strategy point of
view. Promoting products to consumers is one of the techniques to improve product
marketing in economics and marketing. (Mawar & Aslami, 2021).
The Effect of Organizational Culture on the Implementation of Marketing Management
Culture has many interconnected components. From these different parts, a deep
understanding is required. These cultural elements affect international marketing, including:
Mateial Life
The main element of culture is its material component. The main material life is problematic
in the development of technology as a tool for the production, distribution and consumption of
goods and services. Environmental factors explain the different levels and types of demand
for consumer goods.
Language
Language is one of the difficulties that must be overcome in worldwide marketing. To be able
to establish relationships and communicate internationally, this language is one of the
obstacles, therefore language is considered the most important element in the success of
international marketing management.
Social Interaction
An equally important element is also the way in which community members relate to each
other. This interaction can be expressed as the concept of kinship.
Aesthetics
The concepts and viewpoints adopted by a culture that upholds attractiveness and taste are
referred to as aesthetics. Three principles govern aesthetic expression in the Asia-Pacific
region: (1) complexity and dressing (diversity of shapes, forms, and colors); (2) harmony and
natural scenery (such as mountains, flowers, and trees); and (3) simplicity.
Religion
In many communities, religion is important. When religion plays an important role in
consumers' lives, businesses need to recognize this. Companies can engage Muslim
consumers and grow their business in Islamic societies by ensuring the things they offer are
halal and adding halal labels on every product that will be advertised.
Education
One of the main ways of passing culture from one generation to the next is education. The
level of education and the quality of that education are two elements of education that matter
to global marketers. It is imperative that businesses consider the quality of education. The
gateway to addressing corporate demands is education.
Value System
Every culture has a set of core values that guide people's norms and expectations. Norms
influence how people feel about things and moral principles. A society's value system is very
important from an international marketing perspective. Product positioning and selection in
product design will be driven by local sentiments towards other cultures (Islam et al., 2023).
Every country has a different culture, so it is crucial for international management to
understand how culture affects global trade. It can be disastrous for a business if overseas
managers do not understand the culture of the country they are doing business in.
The following are some of the traits that managers who oversee international business
should be aware of as it relates to international business:
Culture is a reflection of learned behaviors that are passed down from one member
of a society to another.
Cultural components are connected.
Culture is adaptable, meaning it can change in response to outside events that impact
the community.
The realization of a society is of course determined by the culture that its members
accept. Those who share the culture are considered members of the society, while
those who do not share the culture are considered to be outside the society. the
following are some other opinions about the characteristics of culture, as follows:
o Learning: Culture is acquired through learning and experience; it is not
inherited or biological.
o Shared: Culture is not unique to individuals and individuals; people are
members of a collection of organizations or cultural divisions of society.
o Generational change: Culture is cumulative and is passed on from one
generation to the next, leading to generational change.
o Symbolic: Culture based on an individual's ability to represent or utilize one
item to characterize another.
o Exemplary: As culture is structured and interconnected, changes to one
aspect will also affect the other.
o Adaptability: The human ability to evolve and adapt is the foundation of
culture.
In marketing, there is the term marketing mix which formulates marketing strategies
that must be carried out by business actors into the 4Ps, namely product, price, place and
promotion. For product marketing efforts to be successful and successful in a highly dynamic
international context, strategic marketers must incorporate cultural characteristics when
developing marketing mix strategies. As a result, it is important to create a good marketing
mix program based on the following factors:
Product
Businesses in international marketing must be able to design goods that appeal to their target
audience. And from a global perspective, culture is an important tool for product
development. Because the products needed for each marketing niche and the methods used to
produce them are different. Compared to other goods such as cars and motorcycles, some
products, especially food, beverages, and apparel, have a very deep cultural connection and
affinity. For cultural considerations, certain goods or services may also be prohibited or
restricted.
Price.
In culturally diverse regions, consumers' willingness to pay for goods will differ. Even items
that are considered of high value in one culture may be more valuable and worthwhile in
another.
Place (Distribution)
Strategic distribution can also be influenced by cultural factors. This depends on each person's
way of life and regional culture.
Promotion
Promotion is one of the four most frequently used components of the marketing mix.
Typically, culture will have a significant impact on a company's communication strategy.
Since advertising strategies that work well in one culture may work against them in another,
international marketers must be careful when conducting marketing communications through
advertising and other advertising promotion strategies.
The integration of marketing strategies and local culture will have an effect on
business continuity and successful product marketing, so it is important for international
marketers to understand this in relation to marketing strategies, especially the marketing mix
when formulating marketing strategies that are best suited to the highly dynamic international
target market of global marketers (Islam et al., 2023).
How to communicate is the key to success in business competition in the international
arena. It takes the right way of communication in the marketing field to win the competition.
This way of communicating is strongly influenced by cultural factors, so culture here has a
very important influence on the success of companies in going international. One of them
affects the leader's decision in making a policy. Marketing strategies with a broad scope to
cross-culture are indispensable in developing and introducing businesses on the international
stage international. So these leaders must have a high awareness of the different business
cultures. A manager's approach is influenced by their leadership. Less supportive leadership
in this situation results from a lack of trust in subordinates and excessive caution, which
inhibits employees from using creativity in their work. In other words, the current government
system is a directive system. This is clearly contrary to the spirit of strategic management,
which provides opportunities for employees to participate in project planning,
implementation, and evaluation (Dewie Tri Wijayati, 2010). international marketing
communication, which can be seen from the point of view of values, consumers, thinking
methods, and linguistic points of view, is a form of communication to reduce the emergence
of problems between people with different cultural backgrounds and different countries.
The rapid development of the business world and industry is also influenced by the
rapid flow of globalization. This encourages business people to start competing to increase
their economic and business scale towards the global market. To reach the global market,
there is a challenge to create unique business products, which are certainly supported by
cultural aspects. Culture impacts marketing strategies in two ways: marketers can combine
these two approaches, or they can modify international marketing tactics to better suit
regional cultural variants. One of these, in the field of applied marketing, is the global
standardization of advertising content. Empirical research shows that when there is a
significant cultural gap between a company's headquarters, where it is located, and a new area
of its target market, conditions for strategic promotion arise.
Cultural factors, such as customer purchasing behavior and habits that affect the
implementation of inventory policies, must also be taken into account when executing
distribution plans, which are components of marketing policies. For example, European
regions are accustomed to large-scale consumption to coincide with certain seasons, but Asian
regions, which experience only two seasons, have a pattern of immediate storage and small-
scale consumption. To enable this culture demands a pattern of product marketing approach
that suits the regional circumstances. (Gunanto & Gusti, 2017).
Conclusions
One factor that traders believe contributes to market competition is market location.
International business professionals who recognize that there are cultures that are different
from their own and that they must learn about these cultural traits in order to make
adjustments can adapt or coexist with other cultures. When people from one culture cannot
understand cultural differences defined in communication practices, customs, and culture, as
well as thought processing in the context of another culture, problems in cross-cultural
marketing communication sometimes develop. Communication methods are one of the keys
to success in commercial competitiveness on a global scale. In the world of marketing,
winning the competition requires the right communication. This form of communication is
greatly influenced by cultural characteristics, therefore culture has a significant influence on
how well companies enter the global market. Every country has a different culture, so it is
very important for international management to understand how culture affects global trade.
Market Competition
Based on literature sources on strategic management, companies can maintain their
competitive advantage by optimizing the utilization of their assets and skills.
In the context of trade liberalization, interactions between local stakeholders and
domestic firms have a comparative advantage over foreign firms, but may face challenges in
competing on cost. Therefore, the author argues that by strengthening relationships with local
consumers, employees, and other stakeholders, domestic companies can respond to
intensifying competition from foreign companies. To disadvantage their competitors, firms
can utilize social and environmental initiatives to differentiate themselves and create "soft"
trade barriers.
Traders consider market location to be a contributing factor to market competition.
Consumer convenience and proximity to consumers as well as the distance between
traditional stores and modern stores in the same service area are the main factors that can
influence consumer preferences.
Theory and previous research show that the level of market competition can be
reflected by the level of market concentration. When markets have a wide range of
interchangeable products, high market concentration may indicate intense competition.
However, if costs or market entry are different, lower market concentration may indicate less
competition (Prasetia, 2021).
Organizational Culture
Culture can be explained as the totality of man-made beliefs, rules, techniques,
institutions and artifacts that characterize a human population. Therefore, culture consists of
behavioral patterns learned by members of a particular society, describing the unique lifestyle
of a group or individual.
In the context of international business professionals, they can adapt or coexist with
other cultures by recognizing the cultural diversity of their own culture and learning about the
cultural traits to make adjustments. E.T. Hall suggests two ways to adapt to culture, namely:
Become one with the culture for a lifetime in the country.
Following a sophisticated and comprehensive training program that covers key
characteristics of the culture, including the culture itself.
It is important to note that some cultural characteristics that have relevance to
international business are as follows:
Culture reflects learned behavior that is transmitted from one member of a society to
another.
The relationship between elements of culture (interrelated), meaning that each
element in culture is interconnected with one another.
Culture is adaptable, which means that culture can change according to the influence
of external forces that affect the society.
Culture is shared by members of a society, and determines their membership in a
society. People who share the same culture are considered members of a society,
while those who do not share it are considered outside the boundaries of that society
(Islam et al., 2023).
Social class, culture, and subculture significantly influence consumer behavior when
making purchases. A person's culture essentially determines their desires and actions.
As a marketer, it is important to pay attention to the cultural values of different
countries to know the most suitable way to detect or gain new opportunities for product
innovation and sell existing products. Cross-border communication for commercial purposes
is a form of communication in the international market. Communication between individuals
from the same culture is still often difficult, let alone communication between individuals
from different cultures in terms of language, values, customers, and ways of thinking will be
more difficult and carry a high risk of miscommunication. This often happens because
individuals from one culture are unaware of the differences in cultural practices, such as
communication, traditions, and thought processes, in another culture. The hypothesis that
advertising content differs by country can be supported through marketing communication
literature focusing on advertising.
Social knowledge in an organization such as employee attitudes and behaviors formed
from rules, norms, and values can define an organizational culture. J. Chatman and DL
Caldwell, as stated in Colquitt et al., define organizational culture as social knowledge shared
within an organization about rules, norms, and values that shape employee attitudes and
behavior (Colquitt, et al, 2009: 546). Therefore, great practical value in marketing
communications can be made by understanding the importance of cultural values in
advertising. Building on cultural differences should be a guide to developing international
marketing communication strategies (Munson and McIntyre, 1979). Ignoring the cultural
implications contained in advertising can cause consumers to misinterpret the information
they receive. This miscommunication is often the cause of business failure in international
markets.
Knowledge of the market's cultural environment can be leveraged when marketers
discuss consumer tastes, purchasing behavior, and product usage patterns. To customize
marketing communication strategies to be accepted by consumers, it is not enough for
commercial enterprises to focus on cultural differences alone. However, companies also need
to find cultural similarities to seize opportunities and revise standard marketing strategies
based on cultural information-based marketing communication theory. The ability to carefully
handle cultural conventions and differences in the global market is an important task in
marketing.
International business is often conducted across cultures, and managers' awareness of
cross-cultural areas prone to communication barriers and conflicts can improve marketing
communication. The discovery by individuals from different cultures of new ways of solving
problems by incorporating solutions that focus on cultural aspects and look at problems from
other perspectives, can support international business success. (Prasetia, 2021).
Marketing Strategy
Strategy is a multidimensional concept that includes all important organizational
activities such as creating a sense of unity, organizational rules and goals and creating
opportunities for significant change (Jumingan, 2015). Strategy is a way, tactics, techniques,
tactics, tactics and knowledge to use all sources that contain insight in one's journey to take
action to achieve predetermined goals. Overall, a strategy can be understood as a set of
options for planning and implementing a plan of action and allocating resources important
resources to achieve a goal, taking into account reasonable competitive advantages, ideas,
comparisons, and sustainable resonance in the ideal and long-term direction or the
organization.
Rangkuti (2014) states that strategy is described as one of the business tools to achieve
long-term goals. Siagian (2012) explains that every company organization must deal with two
types of environments, namely internal and external. The size of the company determines the
complexity of the form, type and nature of participation in the increasingly difficult and
complex decision-making process. Therefore, strategic management is needed to manage
these various activities. The definition of strategic management is managing all decisions as
well as the implementation and evaluation of decisions to achieve organizational goals and
objectives (Aditua & Silalahi, 2016).
The process of organizing, coordinating, and managing resources to achieve goals
effectively and efficiently can be defined as management. Effective means achieving goals in
accordance with the strategy, while efficient means that current activities are completed
properly, regularly, and on schedule. (Sholikhah, 2021).
Marketing is the process of organizing, implementing, and supervising programs
intended to establish, expand, and maintain profitable exchanges in order to successfully
achieve the goals that the organization or company has set for itself. Decision-making
procedures based on marketing principles and management processes such as analysis,
planning, policy implementation, plans and strategies, tactics, and control are included in the
application of management science.
Marketing is the analysis, planning, implementation, and control of programs intended
to achieve corporate goals by creating, developing, and maintaining profitable exchanges with
target customers. Marketing is intended so that sellers understand, recognize, and understand
excessively to consumers so that the product or service is in accordance with consumer
desires and sells itself.
According to Abdullah and Tantri (2016) the results of the interaction of various
activities in which individuals and groups get their needs and wants through the process of
creating, offering, and trading goods with each other.
To develop an effective marketing strategy, marketers need to be aware of the types of
problem-solving techniques that consumers use when choosing a product or service. Abdullah
and Tantri (2016) state that when formulating a strategy, product managers must consult with
the purchasing and production departments to guarantee that sufficient raw resources are
available and produce sufficient units to achieve the desired results, as well as with sales
managers to obtain personnel-related support.
A marketing plan can be considered in light of the aforementioned idea of requiring
both internal and external marketing. The process of creating customer service is valued,
distributed, and promoted. known as external marketing. Internal marketing describes the
ability of employees to serve clients by valuing services not only based on Technical quality
is important, but functional quality is also important (Yeni et al., 2019).
It takes several techniques or strategies to introduce a company's product to the market
so that it is known, tried, and trusted, leading to consumers needing it, even if they do not
want to use other goods or develop this product. In general, there are three main marketing
strategies:
Market evolution
In an effort to find new customers for a business. There are several ways to do this, including:
Search for new markets and market segments.
Setting up a brand to increase sales.
Product modification
Achieved through modifying product features that can attract new buyers.
Improve product strength, purity, and other qualities such as durability. Such
efforts will be effective If the quality of the product improves, then consumers are
aware of and believe in the improved quality, and they are interested in the
improvements that have been made.
Side improvements. This is achieved by giving the product more functionality and
safety.
In repair mode. Improving the appearance or design of manufactured goods
Change the marketing mix
There are various ways to increase sales, including:
Lower prices to attract new market segments.
Engage in more engaging advertising and promotional efforts.
Changing distribution channels to increase revenue or production numbers.
Promotion is included in the updated marketing mix from the third strategy point of
view. Promoting products to consumers is one of the techniques to improve product
marketing in economics and marketing. (Mawar & Aslami, 2021).
The Effect of Organizational Culture on the Implementation of Marketing Management
Culture has many interconnected components. From these different parts, a deep
understanding is required. These cultural elements affect international marketing, including:
Mateial Life
The main element of culture is its material component. The main material life is problematic
in the development of technology as a tool for the production, distribution and consumption of
goods and services. Environmental factors explain the different levels and types of demand
for consumer goods.
Language
Language is one of the difficulties that must be overcome in worldwide marketing. To be able
to establish relationships and communicate internationally, this language is one of the
obstacles, therefore language is considered the most important element in the success of
international marketing management.
Social Interaction
An equally important element is also the way in which community members relate to each
other. This interaction can be expressed as the concept of kinship.
Aesthetics
The concepts and viewpoints adopted by a culture that upholds attractiveness and taste are
referred to as aesthetics. Three principles govern aesthetic expression in the Asia-Pacific
region: (1) complexity and dressing (diversity of shapes, forms, and colors); (2) harmony and
natural scenery (such as mountains, flowers, and trees); and (3) simplicity.
Religion
In many communities, religion is important. When religion plays an important role in
consumers' lives, businesses need to recognize this. Companies can engage Muslim
consumers and grow their business in Islamic societies by ensuring the things they offer are
halal and adding halal labels on every product that will be advertised.
Education
One of the main ways of passing culture from one generation to the next is education. The
level of education and the quality of that education are two elements of education that matter
to global marketers. It is imperative that businesses consider the quality of education. The
gateway to addressing corporate demands is education.
Value System
Every culture has a set of core values that guide people's norms and expectations. Norms
influence how people feel about things and moral principles. A society's value system is very
important from an international marketing perspective. Product positioning and selection in
product design will be driven by local sentiments towards other cultures (Islam et al., 2023).
Every country has a different culture, so it is crucial for international management to
understand how culture affects global trade. It can be disastrous for a business if overseas
managers do not understand the culture of the country they are doing business in.
The following are some of the traits that managers who oversee international business
should be aware of as it relates to international business:
Culture is a reflection of learned behaviors that are passed down from one member
of a society to another.
Cultural components are connected.
Culture is adaptable, meaning it can change in response to outside events that impact
the community.
The realization of a society is of course determined by the culture that its members
accept. Those who share the culture are considered members of the society, while
those who do not share the culture are considered to be outside the society. the
following are some other opinions about the characteristics of culture, as follows:
o Learning: Culture is acquired through learning and experience; it is not
inherited or biological.
o Shared: Culture is not unique to individuals and individuals; people are
members of a collection of organizations or cultural divisions of society.
o Generational change: Culture is cumulative and is passed on from one
generation to the next, leading to generational change.
o Symbolic: Culture based on an individual's ability to represent or utilize one
item to characterize another.
o Exemplary: As culture is structured and interconnected, changes to one
aspect will also affect the other.
o Adaptability: The human ability to evolve and adapt is the foundation of
culture.
In marketing, there is the term marketing mix which formulates marketing strategies
that must be carried out by business actors into the 4Ps, namely product, price, place and
promotion. For product marketing efforts to be successful and successful in a highly dynamic
international context, strategic marketers must incorporate cultural characteristics when
developing marketing mix strategies. As a result, it is important to create a good marketing
mix program based on the following factors:
Product
Businesses in international marketing must be able to design goods that appeal to their target
audience. And from a global perspective, culture is an important tool for product
development. Because the products needed for each marketing niche and the methods used to
produce them are different. Compared to other goods such as cars and motorcycles, some
products, especially food, beverages, and apparel, have a very deep cultural connection and
affinity. For cultural considerations, certain goods or services may also be prohibited or
restricted.
Price.
In culturally diverse regions, consumers' willingness to pay for goods will differ. Even items
that are considered of high value in one culture may be more valuable and worthwhile in
another.
Place (Distribution)
Strategic distribution can also be influenced by cultural factors. This depends on each person's
way of life and regional culture.
Promotion
Promotion is one of the four most frequently used components of the marketing mix.
Typically, culture will have a significant impact on a company's communication strategy.
Since advertising strategies that work well in one culture may work against them in another,
international marketers must be careful when conducting marketing communications through
advertising and other advertising promotion strategies.
The integration of marketing strategies and local culture will have an effect on
business continuity and successful product marketing, so it is important for international
marketers to understand this in relation to marketing strategies, especially the marketing mix
when formulating marketing strategies that are best suited to the highly dynamic international
target market of global marketers (Islam et al., 2023).
How to communicate is the key to success in business competition in the international
arena. It takes the right way of communication in the marketing field to win the competition.
This way of communicating is strongly influenced by cultural factors, so culture here has a
very important influence on the success of companies in going international. One of them
affects the leader's decision in making a policy. Marketing strategies with a broad scope to
cross-culture are indispensable in developing and introducing businesses on the international
stage international. So these leaders must have a high awareness of the different business
cultures. A manager's approach is influenced by their leadership. Less supportive leadership
in this situation results from a lack of trust in subordinates and excessive caution, which
inhibits employees from using creativity in their work. In other words, the current government
system is a directive system. This is clearly contrary to the spirit of strategic management,
which provides opportunities for employees to participate in project planning,
implementation, and evaluation (Dewie Tri Wijayati, 2010). international marketing
communication, which can be seen from the point of view of values, consumers, thinking
methods, and linguistic points of view, is a form of communication to reduce the emergence
of problems between people with different cultural backgrounds and different countries.
The rapid development of the business world and industry is also influenced by the
rapid flow of globalization. This encourages business people to start competing to increase
their economic and business scale towards the global market. To reach the global market,
there is a challenge to create unique business products, which are certainly supported by
cultural aspects. Culture impacts marketing strategies in two ways: marketers can combine
these two approaches, or they can modify international marketing tactics to better suit
regional cultural variants. One of these, in the field of applied marketing, is the global
standardization of advertising content. Empirical research shows that when there is a
significant cultural gap between a company's headquarters, where it is located, and a new area
of its target market, conditions for strategic promotion arise.
Cultural factors, such as customer purchasing behavior and habits that affect the
implementation of inventory policies, must also be taken into account when executing
distribution plans, which are components of marketing policies. For example, European
regions are accustomed to large-scale consumption to coincide with certain seasons, but Asian
regions, which experience only two seasons, have a pattern of immediate storage and small-
scale consumption. To enable this culture demands a pattern of product marketing approach
that suits the regional circumstances. (Gunanto & Gusti, 2017).
Conclusions
One factor that traders believe contributes to market competition is market location.
International business professionals who recognize that there are cultures that are different
from their own and that they must learn about these cultural traits in order to make
adjustments can adapt or coexist with other cultures. When people from one culture cannot
understand cultural differences defined in communication practices, customs, and culture, as
well as thought processing in the context of another culture, problems in cross-cultural
marketing communication sometimes develop. Communication methods are one of the keys
to success in commercial competitiveness on a global scale. In the world of marketing,
winning the competition requires the right communication. This form of communication is
greatly influenced by cultural characteristics, therefore culture has a significant influence on
how well companies enter the global market. Every country has a different culture, so it is
very important for international management to understand how culture affects global trade.
Market Competition
Based on literature sources on strategic management, companies can maintain their
competitive advantage by optimizing the utilization of their assets and skills.
In the context of trade liberalization, interactions between local stakeholders and
domestic firms have a comparative advantage over foreign firms, but may face challenges in
competing on cost. Therefore, the author argues that by strengthening relationships with local
consumers, employees, and other stakeholders, domestic companies can respond to
intensifying competition from foreign companies. To disadvantage their competitors, firms
can utilize social and environmental initiatives to differentiate themselves and create "soft"
trade barriers.
Traders consider market location to be a contributing factor to market competition.
Consumer convenience and proximity to consumers as well as the distance between
traditional stores and modern stores in the same service area are the main factors that can
influence consumer preferences.
Theory and previous research show that the level of market competition can be
reflected by the level of market concentration. When markets have a wide range of
interchangeable products, high market concentration may indicate intense competition.
However, if costs or market entry are different, lower market concentration may indicate less
competition (Prasetia, 2021).
Organizational Culture
Culture can be explained as the totality of man-made beliefs, rules, techniques,
institutions and artifacts that characterize a human population. Therefore, culture consists of
behavioral patterns learned by members of a particular society, describing the unique lifestyle
of a group or individual.
In the context of international business professionals, they can adapt or coexist with
other cultures by recognizing the cultural diversity of their own culture and learning about the
cultural traits to make adjustments. E.T. Hall suggests two ways to adapt to culture, namely:
Become one with the culture for a lifetime in the country.
Following a sophisticated and comprehensive training program that covers key
characteristics of the culture, including the culture itself.
It is important to note that some cultural characteristics that have relevance to
international business are as follows:
Culture reflects learned behavior that is transmitted from one member of a society to
another.
The relationship between elements of culture (interrelated), meaning that each
element in culture is interconnected with one another.
Culture is adaptable, which means that culture can change according to the influence
of external forces that affect the society.
Culture is shared by members of a society, and determines their membership in a
society. People who share the same culture are considered members of a society,
while those who do not share it are considered outside the boundaries of that society
(Islam et al., 2023).
Social class, culture, and subculture significantly influence consumer behavior when
making purchases. A person's culture essentially determines their desires and actions.
As a marketer, it is important to pay attention to the cultural values of different
countries to know the most suitable way to detect or gain new opportunities for product
innovation and sell existing products. Cross-border communication for commercial purposes
is a form of communication in the international market. Communication between individuals
from the same culture is still often difficult, let alone communication between individuals
from different cultures in terms of language, values, customers, and ways of thinking will be
more difficult and carry a high risk of miscommunication. This often happens because
individuals from one culture are unaware of the differences in cultural practices, such as
communication, traditions, and thought processes, in another culture. The hypothesis that
advertising content differs by country can be supported through marketing communication
literature focusing on advertising.
Social knowledge in an organization such as employee attitudes and behaviors formed
from rules, norms, and values can define an organizational culture. J. Chatman and DL
Caldwell, as stated in Colquitt et al., define organizational culture as social knowledge shared
within an organization about rules, norms, and values that shape employee attitudes and
behavior (Colquitt, et al, 2009: 546). Therefore, great practical value in marketing
communications can be made by understanding the importance of cultural values in
advertising. Building on cultural differences should be a guide to developing international
marketing communication strategies (Munson and McIntyre, 1979). Ignoring the cultural
implications contained in advertising can cause consumers to misinterpret the information
they receive. This miscommunication is often the cause of business failure in international
markets.
Knowledge of the market's cultural environment can be leveraged when marketers
discuss consumer tastes, purchasing behavior, and product usage patterns. To customize
marketing communication strategies to be accepted by consumers, it is not enough for
commercial enterprises to focus on cultural differences alone. However, companies also need
to find cultural similarities to seize opportunities and revise standard marketing strategies
based on cultural information-based marketing communication theory. The ability to carefully
handle cultural conventions and differences in the global market is an important task in
marketing.
International business is often conducted across cultures, and managers' awareness of
cross-cultural areas prone to communication barriers and conflicts can improve marketing
communication. The discovery by individuals from different cultures of new ways of solving
problems by incorporating solutions that focus on cultural aspects and look at problems from
other perspectives, can support international business success. (Prasetia, 2021).
Marketing Strategy
Strategy is a multidimensional concept that includes all important organizational
activities such as creating a sense of unity, organizational rules and goals and creating
opportunities for significant change (Jumingan, 2015). Strategy is a way, tactics, techniques,
tactics, tactics and knowledge to use all sources that contain insight in one's journey to take
action to achieve predetermined goals. Overall, a strategy can be understood as a set of
options for planning and implementing a plan of action and allocating resources important
resources to achieve a goal, taking into account reasonable competitive advantages, ideas,
comparisons, and sustainable resonance in the ideal and long-term direction or the
organization.
Rangkuti (2014) states that strategy is described as one of the business tools to achieve
long-term goals. Siagian (2012) explains that every company organization must deal with two
types of environments, namely internal and external. The size of the company determines the
complexity of the form, type and nature of participation in the increasingly difficult and
complex decision-making process. Therefore, strategic management is needed to manage
these various activities. The definition of strategic management is managing all decisions as
well as the implementation and evaluation of decisions to achieve organizational goals and
objectives (Aditua & Silalahi, 2016).
The process of organizing, coordinating, and managing resources to achieve goals
effectively and efficiently can be defined as management. Effective means achieving goals in
accordance with the strategy, while efficient means that current activities are completed
properly, regularly, and on schedule. (Sholikhah, 2021).
Marketing is the process of organizing, implementing, and supervising programs
intended to establish, expand, and maintain profitable exchanges in order to successfully
achieve the goals that the organization or company has set for itself. Decision-making
procedures based on marketing principles and management processes such as analysis,
planning, policy implementation, plans and strategies, tactics, and control are included in the
application of management science.
Marketing is the analysis, planning, implementation, and control of programs intended
to achieve corporate goals by creating, developing, and maintaining profitable exchanges with
target customers. Marketing is intended so that sellers understand, recognize, and understand
excessively to consumers so that the product or service is in accordance with consumer
desires and sells itself.
According to Abdullah and Tantri (2016) the results of the interaction of various
activities in which individuals and groups get their needs and wants through the process of
creating, offering, and trading goods with each other.
To develop an effective marketing strategy, marketers need to be aware of the types of
problem-solving techniques that consumers use when choosing a product or service. Abdullah
and Tantri (2016) state that when formulating a strategy, product managers must consult with
the purchasing and production departments to guarantee that sufficient raw resources are
available and produce sufficient units to achieve the desired results, as well as with sales
managers to obtain personnel-related support.
A marketing plan can be considered in light of the aforementioned idea of requiring
both internal and external marketing. The process of creating customer service is valued,
distributed, and promoted. known as external marketing. Internal marketing describes the
ability of employees to serve clients by valuing services not only based on Technical quality
is important, but functional quality is also important (Yeni et al., 2019).
It takes several techniques or strategies to introduce a company's product to the market
so that it is known, tried, and trusted, leading to consumers needing it, even if they do not
want to use other goods or develop this product. In general, there are three main marketing
strategies:
Market evolution
In an effort to find new customers for a business. There are several ways to do this, including:
Search for new markets and market segments.
Setting up a brand to increase sales.
Product modification
Achieved through modifying product features that can attract new buyers.
Improve product strength, purity, and other qualities such as durability. Such
efforts will be effective If the quality of the product improves, then consumers are
aware of and believe in the improved quality, and they are interested in the
improvements that have been made.
Side improvements. This is achieved by giving the product more functionality and
safety.
In repair mode. Improving the appearance or design of manufactured goods
Change the marketing mix
There are various ways to increase sales, including:
Lower prices to attract new market segments.
Engage in more engaging advertising and promotional efforts.
Changing distribution channels to increase revenue or production numbers.
Promotion is included in the updated marketing mix from the third strategy point of
view. Promoting products to consumers is one of the techniques to improve product
marketing in economics and marketing. (Mawar & Aslami, 2021).
The Effect of Organizational Culture on the Implementation of Marketing Management
Culture has many interconnected components. From these different parts, a deep
understanding is required. These cultural elements affect international marketing, including:
Mateial Life
The main element of culture is its material component. The main material life is problematic
in the development of technology as a tool for the production, distribution and consumption of
goods and services. Environmental factors explain the different levels and types of demand
for consumer goods.
Language
Language is one of the difficulties that must be overcome in worldwide marketing. To be able
to establish relationships and communicate internationally, this language is one of the
obstacles, therefore language is considered the most important element in the success of
international marketing management.
Social Interaction
An equally important element is also the way in which community members relate to each
other. This interaction can be expressed as the concept of kinship.
Aesthetics
The concepts and viewpoints adopted by a culture that upholds attractiveness and taste are
referred to as aesthetics. Three principles govern aesthetic expression in the Asia-Pacific
region: (1) complexity and dressing (diversity of shapes, forms, and colors); (2) harmony and
natural scenery (such as mountains, flowers, and trees); and (3) simplicity.
Religion
In many communities, religion is important. When religion plays an important role in
consumers' lives, businesses need to recognize this. Companies can engage Muslim
consumers and grow their business in Islamic societies by ensuring the things they offer are
halal and adding halal labels on every product that will be advertised.
Education
One of the main ways of passing culture from one generation to the next is education. The
level of education and the quality of that education are two elements of education that matter
to global marketers. It is imperative that businesses consider the quality of education. The
gateway to addressing corporate demands is education.
Value System
Every culture has a set of core values that guide people's norms and expectations. Norms
influence how people feel about things and moral principles. A society's value system is very
important from an international marketing perspective. Product positioning and selection in
product design will be driven by local sentiments towards other cultures (Islam et al., 2023).
Every country has a different culture, so it is crucial for international management to
understand how culture affects global trade. It can be disastrous for a business if overseas
managers do not understand the culture of the country they are doing business in.
The following are some of the traits that managers who oversee international business
should be aware of as it relates to international business:
Culture is a reflection of learned behaviors that are passed down from one member
of a society to another.
Cultural components are connected.
Culture is adaptable, meaning it can change in response to outside events that impact
the community.
The realization of a society is of course determined by the culture that its members
accept. Those who share the culture are considered members of the society, while
those who do not share the culture are considered to be outside the society. the
following are some other opinions about the characteristics of culture, as follows:
o Learning: Culture is acquired through learning and experience; it is not
inherited or biological.
o Shared: Culture is not unique to individuals and individuals; people are
members of a collection of organizations or cultural divisions of society.
o Generational change: Culture is cumulative and is passed on from one
generation to the next, leading to generational change.
o Symbolic: Culture based on an individual's ability to represent or utilize one
item to characterize another.
o Exemplary: As culture is structured and interconnected, changes to one
aspect will also affect the other.
o Adaptability: The human ability to evolve and adapt is the foundation of
culture.
In marketing, there is the term marketing mix which formulates marketing strategies
that must be carried out by business actors into the 4Ps, namely product, price, place and
promotion. For product marketing efforts to be successful and successful in a highly dynamic
international context, strategic marketers must incorporate cultural characteristics when
developing marketing mix strategies. As a result, it is important to create a good marketing
mix program based on the following factors:
Product
Businesses in international marketing must be able to design goods that appeal to their target
audience. And from a global perspective, culture is an important tool for product
development. Because the products needed for each marketing niche and the methods used to
produce them are different. Compared to other goods such as cars and motorcycles, some
products, especially food, beverages, and apparel, have a very deep cultural connection and
affinity. For cultural considerations, certain goods or services may also be prohibited or
restricted.
Price.
In culturally diverse regions, consumers' willingness to pay for goods will differ. Even items
that are considered of high value in one culture may be more valuable and worthwhile in
another.
Place (Distribution)
Strategic distribution can also be influenced by cultural factors. This depends on each person's
way of life and regional culture.
Promotion
Promotion is one of the four most frequently used components of the marketing mix.
Typically, culture will have a significant impact on a company's communication strategy.
Since advertising strategies that work well in one culture may work against them in another,
international marketers must be careful when conducting marketing communications through
advertising and other advertising promotion strategies.
The integration of marketing strategies and local culture will have an effect on
business continuity and successful product marketing, so it is important for international
marketers to understand this in relation to marketing strategies, especially the marketing mix
when formulating marketing strategies that are best suited to the highly dynamic international
target market of global marketers (Islam et al., 2023).
How to communicate is the key to success in business competition in the international
arena. It takes the right way of communication in the marketing field to win the competition.
This way of communicating is strongly influenced by cultural factors, so culture here has a
very important influence on the success of companies in going international. One of them
affects the leader's decision in making a policy. Marketing strategies with a broad scope to
cross-culture are indispensable in developing and introducing businesses on the international
stage international. So these leaders must have a high awareness of the different business
cultures. A manager's approach is influenced by their leadership. Less supportive leadership
in this situation results from a lack of trust in subordinates and excessive caution, which
inhibits employees from using creativity in their work. In other words, the current government
system is a directive system. This is clearly contrary to the spirit of strategic management,
which provides opportunities for employees to participate in project planning,
implementation, and evaluation (Dewie Tri Wijayati, 2010). international marketing
communication, which can be seen from the point of view of values, consumers, thinking
methods, and linguistic points of view, is a form of communication to reduce the emergence
of problems between people with different cultural backgrounds and different countries.
The rapid development of the business world and industry is also influenced by the
rapid flow of globalization. This encourages business people to start competing to increase
their economic and business scale towards the global market. To reach the global market,
there is a challenge to create unique business products, which are certainly supported by
cultural aspects. Culture impacts marketing strategies in two ways: marketers can combine
these two approaches, or they can modify international marketing tactics to better suit
regional cultural variants. One of these, in the field of applied marketing, is the global
standardization of advertising content. Empirical research shows that when there is a
significant cultural gap between a company's headquarters, where it is located, and a new area
of its target market, conditions for strategic promotion arise.
Cultural factors, such as customer purchasing behavior and habits that affect the
implementation of inventory policies, must also be taken into account when executing
distribution plans, which are components of marketing policies. For example, European
regions are accustomed to large-scale consumption to coincide with certain seasons, but Asian
regions, which experience only two seasons, have a pattern of immediate storage and small-
scale consumption. To enable this culture demands a pattern of product marketing approach
that suits the regional circumstances. (Gunanto & Gusti, 2017).
Conclusions
One factor that traders believe contributes to market competition is market location.
International business professionals who recognize that there are cultures that are different
from their own and that they must learn about these cultural traits in order to make
adjustments can adapt or coexist with other cultures. When people from one culture cannot
understand cultural differences defined in communication practices, customs, and culture, as
well as thought processing in the context of another culture, problems in cross-cultural
marketing communication sometimes develop. Communication methods are one of the keys
to success in commercial competitiveness on a global scale. In the world of marketing,
winning the competition requires the right communication. This form of communication is
greatly influenced by cultural characteristics, therefore culture has a significant influence on
how well companies enter the global market. Every country has a different culture, so it is
very important for international management to understand how culture affects global trade.
Market Competition
Based on literature sources on strategic management, companies can maintain their
competitive advantage by optimizing the utilization of their assets and skills.
In the context of trade liberalization, interactions between local stakeholders and
domestic firms have a comparative advantage over foreign firms, but may face challenges in
competing on cost. Therefore, the author argues that by strengthening relationships with local
consumers, employees, and other stakeholders, domestic companies can respond to
intensifying competition from foreign companies. To disadvantage their competitors, firms
can utilize social and environmental initiatives to differentiate themselves and create "soft"
trade barriers.
Traders consider market location to be a contributing factor to market competition.
Consumer convenience and proximity to consumers as well as the distance between
traditional stores and modern stores in the same service area are the main factors that can
influence consumer preferences.
Theory and previous research show that the level of market competition can be
reflected by the level of market concentration. When markets have a wide range of
interchangeable products, high market concentration may indicate intense competition.
However, if costs or market entry are different, lower market concentration may indicate less
competition (Prasetia, 2021).
Organizational Culture
Culture can be explained as the totality of man-made beliefs, rules, techniques,
institutions and artifacts that characterize a human population. Therefore, culture consists of
behavioral patterns learned by members of a particular society, describing the unique lifestyle
of a group or individual.
In the context of international business professionals, they can adapt or coexist with
other cultures by recognizing the cultural diversity of their own culture and learning about the
cultural traits to make adjustments. E.T. Hall suggests two ways to adapt to culture, namely:
Become one with the culture for a lifetime in the country.
Following a sophisticated and comprehensive training program that covers key
characteristics of the culture, including the culture itself.
It is important to note that some cultural characteristics that have relevance to
international business are as follows:
Culture reflects learned behavior that is transmitted from one member of a society to
another.
The relationship between elements of culture (interrelated), meaning that each
element in culture is interconnected with one another.
Culture is adaptable, which means that culture can change according to the influence
of external forces that affect the society.
Culture is shared by members of a society, and determines their membership in a
society. People who share the same culture are considered members of a society,
while those who do not share it are considered outside the boundaries of that society
(Islam et al., 2023).
Social class, culture, and subculture significantly influence consumer behavior when
making purchases. A person's culture essentially determines their desires and actions.
As a marketer, it is important to pay attention to the cultural values of different
countries to know the most suitable way to detect or gain new opportunities for product
innovation and sell existing products. Cross-border communication for commercial purposes
is a form of communication in the international market. Communication between individuals
from the same culture is still often difficult, let alone communication between individuals
from different cultures in terms of language, values, customers, and ways of thinking will be
more difficult and carry a high risk of miscommunication. This often happens because
individuals from one culture are unaware of the differences in cultural practices, such as
communication, traditions, and thought processes, in another culture. The hypothesis that
advertising content differs by country can be supported through marketing communication
literature focusing on advertising.
Social knowledge in an organization such as employee attitudes and behaviors formed
from rules, norms, and values can define an organizational culture. J. Chatman and DL
Caldwell, as stated in Colquitt et al., define organizational culture as social knowledge shared
within an organization about rules, norms, and values that shape employee attitudes and
behavior (Colquitt, et al, 2009: 546). Therefore, great practical value in marketing
communications can be made by understanding the importance of cultural values in
advertising. Building on cultural differences should be a guide to developing international
marketing communication strategies (Munson and McIntyre, 1979). Ignoring the cultural
implications contained in advertising can cause consumers to misinterpret the information
they receive. This miscommunication is often the cause of business failure in international
markets.
Knowledge of the market's cultural environment can be leveraged when marketers
discuss consumer tastes, purchasing behavior, and product usage patterns. To customize
marketing communication strategies to be accepted by consumers, it is not enough for
commercial enterprises to focus on cultural differences alone. However, companies also need
to find cultural similarities to seize opportunities and revise standard marketing strategies
based on cultural information-based marketing communication theory. The ability to carefully
handle cultural conventions and differences in the global market is an important task in
marketing.
International business is often conducted across cultures, and managers' awareness of
cross-cultural areas prone to communication barriers and conflicts can improve marketing
communication. The discovery by individuals from different cultures of new ways of solving
problems by incorporating solutions that focus on cultural aspects and look at problems from
other perspectives, can support international business success. (Prasetia, 2021).
Marketing Strategy
Strategy is a multidimensional concept that includes all important organizational
activities such as creating a sense of unity, organizational rules and goals and creating
opportunities for significant change (Jumingan, 2015). Strategy is a way, tactics, techniques,
tactics, tactics and knowledge to use all sources that contain insight in one's journey to take
action to achieve predetermined goals. Overall, a strategy can be understood as a set of
options for planning and implementing a plan of action and allocating resources important
resources to achieve a goal, taking into account reasonable competitive advantages, ideas,
comparisons, and sustainable resonance in the ideal and long-term direction or the
organization.
Rangkuti (2014) states that strategy is described as one of the business tools to achieve
long-term goals. Siagian (2012) explains that every company organization must deal with two
types of environments, namely internal and external. The size of the company determines the
complexity of the form, type and nature of participation in the increasingly difficult and
complex decision-making process. Therefore, strategic management is needed to manage
these various activities. The definition of strategic management is managing all decisions as
well as the implementation and evaluation of decisions to achieve organizational goals and
objectives (Aditua & Silalahi, 2016).
The process of organizing, coordinating, and managing resources to achieve goals
effectively and efficiently can be defined as management. Effective means achieving goals in
accordance with the strategy, while efficient means that current activities are completed
properly, regularly, and on schedule. (Sholikhah, 2021).
Marketing is the process of organizing, implementing, and supervising programs
intended to establish, expand, and maintain profitable exchanges in order to successfully
achieve the goals that the organization or company has set for itself. Decision-making
procedures based on marketing principles and management processes such as analysis,
planning, policy implementation, plans and strategies, tactics, and control are included in the
application of management science.
Marketing is the analysis, planning, implementation, and control of programs intended
to achieve corporate goals by creating, developing, and maintaining profitable exchanges with
target customers. Marketing is intended so that sellers understand, recognize, and understand
excessively to consumers so that the product or service is in accordance with consumer
desires and sells itself.
According to Abdullah and Tantri (2016) the results of the interaction of various
activities in which individuals and groups get their needs and wants through the process of
creating, offering, and trading goods with each other.
To develop an effective marketing strategy, marketers need to be aware of the types of
problem-solving techniques that consumers use when choosing a product or service. Abdullah
and Tantri (2016) state that when formulating a strategy, product managers must consult with
the purchasing and production departments to guarantee that sufficient raw resources are
available and produce sufficient units to achieve the desired results, as well as with sales
managers to obtain personnel-related support.
A marketing plan can be considered in light of the aforementioned idea of requiring
both internal and external marketing. The process of creating customer service is valued,
distributed, and promoted. known as external marketing. Internal marketing describes the
ability of employees to serve clients by valuing services not only based on Technical quality
is important, but functional quality is also important (Yeni et al., 2019).
It takes several techniques or strategies to introduce a company's product to the market
so that it is known, tried, and trusted, leading to consumers needing it, even if they do not
want to use other goods or develop this product. In general, there are three main marketing
strategies:
Market evolution
In an effort to find new customers for a business. There are several ways to do this, including:
Search for new markets and market segments.
Setting up a brand to increase sales.
Product modification
Achieved through modifying product features that can attract new buyers.
Improve product strength, purity, and other qualities such as durability. Such
efforts will be effective If the quality of the product improves, then consumers are
aware of and believe in the improved quality, and they are interested in the
improvements that have been made.
Side improvements. This is achieved by giving the product more functionality and
safety.
In repair mode. Improving the appearance or design of manufactured goods
Change the marketing mix
There are various ways to increase sales, including:
Lower prices to attract new market segments.
Engage in more engaging advertising and promotional efforts.
Changing distribution channels to increase revenue or production numbers.
Promotion is included in the updated marketing mix from the third strategy point of
view. Promoting products to consumers is one of the techniques to improve product
marketing in economics and marketing. (Mawar & Aslami, 2021).
The Effect of Organizational Culture on the Implementation of Marketing Management
Culture has many interconnected components. From these different parts, a deep
understanding is required. These cultural elements affect international marketing, including:
Mateial Life
The main element of culture is its material component. The main material life is problematic
in the development of technology as a tool for the production, distribution and consumption of
goods and services. Environmental factors explain the different levels and types of demand
for consumer goods.
Language
Language is one of the difficulties that must be overcome in worldwide marketing. To be able
to establish relationships and communicate internationally, this language is one of the
obstacles, therefore language is considered the most important element in the success of
international marketing management.
Social Interaction
An equally important element is also the way in which community members relate to each
other. This interaction can be expressed as the concept of kinship.
Aesthetics
The concepts and viewpoints adopted by a culture that upholds attractiveness and taste are
referred to as aesthetics. Three principles govern aesthetic expression in the Asia-Pacific
region: (1) complexity and dressing (diversity of shapes, forms, and colors); (2) harmony and
natural scenery (such as mountains, flowers, and trees); and (3) simplicity.
Religion
In many communities, religion is important. When religion plays an important role in
consumers' lives, businesses need to recognize this. Companies can engage Muslim
consumers and grow their business in Islamic societies by ensuring the things they offer are
halal and adding halal labels on every product that will be advertised.
Education
One of the main ways of passing culture from one generation to the next is education. The
level of education and the quality of that education are two elements of education that matter
to global marketers. It is imperative that businesses consider the quality of education. The
gateway to addressing corporate demands is education.
Value System
Every culture has a set of core values that guide people's norms and expectations. Norms
influence how people feel about things and moral principles. A society's value system is very
important from an international marketing perspective. Product positioning and selection in
product design will be driven by local sentiments towards other cultures (Islam et al., 2023).
Every country has a different culture, so it is crucial for international management to
understand how culture affects global trade. It can be disastrous for a business if overseas
managers do not understand the culture of the country they are doing business in.
The following are some of the traits that managers who oversee international business
should be aware of as it relates to international business:
Culture is a reflection of learned behaviors that are passed down from one member
of a society to another.
Cultural components are connected.
Culture is adaptable, meaning it can change in response to outside events that impact
the community.
The realization of a society is of course determined by the culture that its members
accept. Those who share the culture are considered members of the society, while
those who do not share the culture are considered to be outside the society. the
following are some other opinions about the characteristics of culture, as follows:
o Learning: Culture is acquired through learning and experience; it is not
inherited or biological.
o Shared: Culture is not unique to individuals and individuals; people are
members of a collection of organizations or cultural divisions of society.
o Generational change: Culture is cumulative and is passed on from one
generation to the next, leading to generational change.
o Symbolic: Culture based on an individual's ability to represent or utilize one
item to characterize another.
o Exemplary: As culture is structured and interconnected, changes to one
aspect will also affect the other.
o Adaptability: The human ability to evolve and adapt is the foundation of
culture.
In marketing, there is the term marketing mix which formulates marketing strategies
that must be carried out by business actors into the 4Ps, namely product, price, place and
promotion. For product marketing efforts to be successful and successful in a highly dynamic
international context, strategic marketers must incorporate cultural characteristics when
developing marketing mix strategies. As a result, it is important to create a good marketing
mix program based on the following factors:
Product
Businesses in international marketing must be able to design goods that appeal to their target
audience. And from a global perspective, culture is an important tool for product
development. Because the products needed for each marketing niche and the methods used to
produce them are different. Compared to other goods such as cars and motorcycles, some
products, especially food, beverages, and apparel, have a very deep cultural connection and
affinity. For cultural considerations, certain goods or services may also be prohibited or
restricted.
Price.
In culturally diverse regions, consumers' willingness to pay for goods will differ. Even items
that are considered of high value in one culture may be more valuable and worthwhile in
another.
Place (Distribution)
Strategic distribution can also be influenced by cultural factors. This depends on each person's
way of life and regional culture.
Promotion
Promotion is one of the four most frequently used components of the marketing mix.
Typically, culture will have a significant impact on a company's communication strategy.
Since advertising strategies that work well in one culture may work against them in another,
international marketers must be careful when conducting marketing communications through
advertising and other advertising promotion strategies.
The integration of marketing strategies and local culture will have an effect on
business continuity and successful product marketing, so it is important for international
marketers to understand this in relation to marketing strategies, especially the marketing mix
when formulating marketing strategies that are best suited to the highly dynamic international
target market of global marketers (Islam et al., 2023).
How to communicate is the key to success in business competition in the international
arena. It takes the right way of communication in the marketing field to win the competition.
This way of communicating is strongly influenced by cultural factors, so culture here has a
very important influence on the success of companies in going international. One of them
affects the leader's decision in making a policy. Marketing strategies with a broad scope to
cross-culture are indispensable in developing and introducing businesses on the international
stage international. So these leaders must have a high awareness of the different business
cultures. A manager's approach is influenced by their leadership. Less supportive leadership
in this situation results from a lack of trust in subordinates and excessive caution, which
inhibits employees from using creativity in their work. In other words, the current government
system is a directive system. This is clearly contrary to the spirit of strategic management,
which provides opportunities for employees to participate in project planning,
implementation, and evaluation (Dewie Tri Wijayati, 2010). international marketing
communication, which can be seen from the point of view of values, consumers, thinking
methods, and linguistic points of view, is a form of communication to reduce the emergence
of problems between people with different cultural backgrounds and different countries.
The rapid development of the business world and industry is also influenced by the
rapid flow of globalization. This encourages business people to start competing to increase
their economic and business scale towards the global market. To reach the global market,
there is a challenge to create unique business products, which are certainly supported by
cultural aspects. Culture impacts marketing strategies in two ways: marketers can combine
these two approaches, or they can modify international marketing tactics to better suit
regional cultural variants. One of these, in the field of applied marketing, is the global
standardization of advertising content. Empirical research shows that when there is a
significant cultural gap between a company's headquarters, where it is located, and a new area
of its target market, conditions for strategic promotion arise.
Cultural factors, such as customer purchasing behavior and habits that affect the
implementation of inventory policies, must also be taken into account when executing
distribution plans, which are components of marketing policies. For example, European
regions are accustomed to large-scale consumption to coincide with certain seasons, but Asian
regions, which experience only two seasons, have a pattern of immediate storage and small-
scale consumption. To enable this culture demands a pattern of product marketing approach
that suits the regional circumstances. (Gunanto & Gusti, 2017).
Conclusions
One factor that traders believe contributes to market competition is market location.
International business professionals who recognize that there are cultures that are different
from their own and that they must learn about these cultural traits in order to make
adjustments can adapt or coexist with other cultures. When people from one culture cannot
understand cultural differences defined in communication practices, customs, and culture, as
well as thought processing in the context of another culture, problems in cross-cultural
marketing communication sometimes develop. Communication methods are one of the keys
to success in commercial competitiveness on a global scale. In the world of marketing,
winning the competition requires the right communication. This form of communication is
greatly influenced by cultural characteristics, therefore culture has a significant influence on
how well companies enter the global market. Every country has a different culture, so it is
very important for international management to understand how culture affects global trade.
Market Competition
Based on literature sources on strategic management, companies can maintain their
competitive advantage by optimizing the utilization of their assets and skills.
In the context of trade liberalization, interactions between local stakeholders and
domestic firms have a comparative advantage over foreign firms, but may face challenges in
competing on cost. Therefore, the author argues that by strengthening relationships with local
consumers, employees, and other stakeholders, domestic companies can respond to
intensifying competition from foreign companies. To disadvantage their competitors, firms
can utilize social and environmental initiatives to differentiate themselves and create "soft"
trade barriers.
Traders consider market location to be a contributing factor to market competition.
Consumer convenience and proximity to consumers as well as the distance between
traditional stores and modern stores in the same service area are the main factors that can
influence consumer preferences.
Theory and previous research show that the level of market competition can be
reflected by the level of market concentration. When markets have a wide range of
interchangeable products, high market concentration may indicate intense competition.
However, if costs or market entry are different, lower market concentration may indicate less
competition (Prasetia, 2021).
Organizational Culture
Culture can be explained as the totality of man-made beliefs, rules, techniques,
institutions and artifacts that characterize a human population. Therefore, culture consists of
behavioral patterns learned by members of a particular society, describing the unique lifestyle
of a group or individual.
In the context of international business professionals, they can adapt or coexist with
other cultures by recognizing the cultural diversity of their own culture and learning about the
cultural traits to make adjustments. E.T. Hall suggests two ways to adapt to culture, namely:
Become one with the culture for a lifetime in the country.
Following a sophisticated and comprehensive training program that covers key
characteristics of the culture, including the culture itself.
It is important to note that some cultural characteristics that have relevance to
international business are as follows:
Culture reflects learned behavior that is transmitted from one member of a society to
another.
The relationship between elements of culture (interrelated), meaning that each
element in culture is interconnected with one another.
Culture is adaptable, which means that culture can change according to the influence
of external forces that affect the society.
Culture is shared by members of a society, and determines their membership in a
society. People who share the same culture are considered members of a society,
while those who do not share it are considered outside the boundaries of that society
(Islam et al., 2023).
Social class, culture, and subculture significantly influence consumer behavior when
making purchases. A person's culture essentially determines their desires and actions.
As a marketer, it is important to pay attention to the cultural values of different
countries to know the most suitable way to detect or gain new opportunities for product
innovation and sell existing products. Cross-border communication for commercial purposes
is a form of communication in the international market. Communication between individuals
from the same culture is still often difficult, let alone communication between individuals
from different cultures in terms of language, values, customers, and ways of thinking will be
more difficult and carry a high risk of miscommunication. This often happens because
individuals from one culture are unaware of the differences in cultural practices, such as
communication, traditions, and thought processes, in another culture. The hypothesis that
advertising content differs by country can be supported through marketing communication
literature focusing on advertising.
Social knowledge in an organization such as employee attitudes and behaviors formed
from rules, norms, and values can define an organizational culture. J. Chatman and DL
Caldwell, as stated in Colquitt et al., define organizational culture as social knowledge shared
within an organization about rules, norms, and values that shape employee attitudes and
behavior (Colquitt, et al, 2009: 546). Therefore, great practical value in marketing
communications can be made by understanding the importance of cultural values in
advertising. Building on cultural differences should be a guide to developing international
marketing communication strategies (Munson and McIntyre, 1979). Ignoring the cultural
implications contained in advertising can cause consumers to misinterpret the information
they receive. This miscommunication is often the cause of business failure in international
markets.
Knowledge of the market's cultural environment can be leveraged when marketers
discuss consumer tastes, purchasing behavior, and product usage patterns. To customize
marketing communication strategies to be accepted by consumers, it is not enough for
commercial enterprises to focus on cultural differences alone. However, companies also need
to find cultural similarities to seize opportunities and revise standard marketing strategies
based on cultural information-based marketing communication theory. The ability to carefully
handle cultural conventions and differences in the global market is an important task in
marketing.
International business is often conducted across cultures, and managers' awareness of
cross-cultural areas prone to communication barriers and conflicts can improve marketing
communication. The discovery by individuals from different cultures of new ways of solving
problems by incorporating solutions that focus on cultural aspects and look at problems from
other perspectives, can support international business success. (Prasetia, 2021).
Marketing Strategy
Strategy is a multidimensional concept that includes all important organizational
activities such as creating a sense of unity, organizational rules and goals and creating
opportunities for significant change (Jumingan, 2015). Strategy is a way, tactics, techniques,
tactics, tactics and knowledge to use all sources that contain insight in one's journey to take
action to achieve predetermined goals. Overall, a strategy can be understood as a set of
options for planning and implementing a plan of action and allocating resources important
resources to achieve a goal, taking into account reasonable competitive advantages, ideas,
comparisons, and sustainable resonance in the ideal and long-term direction or the
organization.
Rangkuti (2014) states that strategy is described as one of the business tools to achieve
long-term goals. Siagian (2012) explains that every company organization must deal with two
types of environments, namely internal and external. The size of the company determines the
complexity of the form, type and nature of participation in the increasingly difficult and
complex decision-making process. Therefore, strategic management is needed to manage
these various activities. The definition of strategic management is managing all decisions as
well as the implementation and evaluation of decisions to achieve organizational goals and
objectives (Aditua & Silalahi, 2016).
The process of organizing, coordinating, and managing resources to achieve goals
effectively and efficiently can be defined as management. Effective means achieving goals in
accordance with the strategy, while efficient means that current activities are completed
properly, regularly, and on schedule. (Sholikhah, 2021).
Marketing is the process of organizing, implementing, and supervising programs
intended to establish, expand, and maintain profitable exchanges in order to successfully
achieve the goals that the organization or company has set for itself. Decision-making
procedures based on marketing principles and management processes such as analysis,
planning, policy implementation, plans and strategies, tactics, and control are included in the
application of management science.
Marketing is the analysis, planning, implementation, and control of programs intended
to achieve corporate goals by creating, developing, and maintaining profitable exchanges with
target customers. Marketing is intended so that sellers understand, recognize, and understand
excessively to consumers so that the product or service is in accordance with consumer
desires and sells itself.
According to Abdullah and Tantri (2016) the results of the interaction of various
activities in which individuals and groups get their needs and wants through the process of
creating, offering, and trading goods with each other.
To develop an effective marketing strategy, marketers need to be aware of the types of
problem-solving techniques that consumers use when choosing a product or service. Abdullah
and Tantri (2016) state that when formulating a strategy, product managers must consult with
the purchasing and production departments to guarantee that sufficient raw resources are
available and produce sufficient units to achieve the desired results, as well as with sales
managers to obtain personnel-related support.
A marketing plan can be considered in light of the aforementioned idea of requiring
both internal and external marketing. The process of creating customer service is valued,
distributed, and promoted. known as external marketing. Internal marketing describes the
ability of employees to serve clients by valuing services not only based on Technical quality
is important, but functional quality is also important (Yeni et al., 2019).
It takes several techniques or strategies to introduce a company's product to the market
so that it is known, tried, and trusted, leading to consumers needing it, even if they do not
want to use other goods or develop this product. In general, there are three main marketing
strategies:
Market evolution
In an effort to find new customers for a business. There are several ways to do this, including:
Search for new markets and market segments.
Setting up a brand to increase sales.
Product modification
Achieved through modifying product features that can attract new buyers.
Improve product strength, purity, and other qualities such as durability. Such
efforts will be effective If the quality of the product improves, then consumers are
aware of and believe in the improved quality, and they are interested in the
improvements that have been made.
Side improvements. This is achieved by giving the product more functionality and
safety.
In repair mode. Improving the appearance or design of manufactured goods
Change the marketing mix
There are various ways to increase sales, including:
Lower prices to attract new market segments.
Engage in more engaging advertising and promotional efforts.
Changing distribution channels to increase revenue or production numbers.
Promotion is included in the updated marketing mix from the third strategy point of
view. Promoting products to consumers is one of the techniques to improve product
marketing in economics and marketing. (Mawar & Aslami, 2021).
The Effect of Organizational Culture on the Implementation of Marketing Management
Culture has many interconnected components. From these different parts, a deep
understanding is required. These cultural elements affect international marketing, including:
Mateial Life
The main element of culture is its material component. The main material life is problematic
in the development of technology as a tool for the production, distribution and consumption of
goods and services. Environmental factors explain the different levels and types of demand
for consumer goods.
Language
Language is one of the difficulties that must be overcome in worldwide marketing. To be able
to establish relationships and communicate internationally, this language is one of the
obstacles, therefore language is considered the most important element in the success of
international marketing management.
Social Interaction
An equally important element is also the way in which community members relate to each
other. This interaction can be expressed as the concept of kinship.
Aesthetics
The concepts and viewpoints adopted by a culture that upholds attractiveness and taste are
referred to as aesthetics. Three principles govern aesthetic expression in the Asia-Pacific
region: (1) complexity and dressing (diversity of shapes, forms, and colors); (2) harmony and
natural scenery (such as mountains, flowers, and trees); and (3) simplicity.
Religion
In many communities, religion is important. When religion plays an important role in
consumers' lives, businesses need to recognize this. Companies can engage Muslim
consumers and grow their business in Islamic societies by ensuring the things they offer are
halal and adding halal labels on every product that will be advertised.
Education
One of the main ways of passing culture from one generation to the next is education. The
level of education and the quality of that education are two elements of education that matter
to global marketers. It is imperative that businesses consider the quality of education. The
gateway to addressing corporate demands is education.
Value System
Every culture has a set of core values that guide people's norms and expectations. Norms
influence how people feel about things and moral principles. A society's value system is very
important from an international marketing perspective. Product positioning and selection in
product design will be driven by local sentiments towards other cultures (Islam et al., 2023).
Every country has a different culture, so it is crucial for international management to
understand how culture affects global trade. It can be disastrous for a business if overseas
managers do not understand the culture of the country they are doing business in.
The following are some of the traits that managers who oversee international business
should be aware of as it relates to international business:
Culture is a reflection of learned behaviors that are passed down from one member
of a society to another.
Cultural components are connected.
Culture is adaptable, meaning it can change in response to outside events that impact
the community.
The realization of a society is of course determined by the culture that its members
accept. Those who share the culture are considered members of the society, while
those who do not share the culture are considered to be outside the society. the
following are some other opinions about the characteristics of culture, as follows:
o Learning: Culture is acquired through learning and experience; it is not
inherited or biological.
o Shared: Culture is not unique to individuals and individuals; people are
members of a collection of organizations or cultural divisions of society.
o Generational change: Culture is cumulative and is passed on from one
generation to the next, leading to generational change.
o Symbolic: Culture based on an individual's ability to represent or utilize one
item to characterize another.
o Exemplary: As culture is structured and interconnected, changes to one
aspect will also affect the other.
o Adaptability: The human ability to evolve and adapt is the foundation of
culture.
In marketing, there is the term marketing mix which formulates marketing strategies
that must be carried out by business actors into the 4Ps, namely product, price, place and
promotion. For product marketing efforts to be successful and successful in a highly dynamic
international context, strategic marketers must incorporate cultural characteristics when
developing marketing mix strategies. As a result, it is important to create a good marketing
mix program based on the following factors:
Product
Businesses in international marketing must be able to design goods that appeal to their target
audience. And from a global perspective, culture is an important tool for product
development. Because the products needed for each marketing niche and the methods used to
produce them are different. Compared to other goods such as cars and motorcycles, some
products, especially food, beverages, and apparel, have a very deep cultural connection and
affinity. For cultural considerations, certain goods or services may also be prohibited or
restricted.
Price.
In culturally diverse regions, consumers' willingness to pay for goods will differ. Even items
that are considered of high value in one culture may be more valuable and worthwhile in
another.
Place (Distribution)
Strategic distribution can also be influenced by cultural factors. This depends on each person's
way of life and regional culture.
Promotion
Promotion is one of the four most frequently used components of the marketing mix.
Typically, culture will have a significant impact on a company's communication strategy.
Since advertising strategies that work well in one culture may work against them in another,
international marketers must be careful when conducting marketing communications through
advertising and other advertising promotion strategies.
The integration of marketing strategies and local culture will have an effect on
business continuity and successful product marketing, so it is important for international
marketers to understand this in relation to marketing strategies, especially the marketing mix
when formulating marketing strategies that are best suited to the highly dynamic international
target market of global marketers (Islam et al., 2023).
How to communicate is the key to success in business competition in the international
arena. It takes the right way of communication in the marketing field to win the competition.
This way of communicating is strongly influenced by cultural factors, so culture here has a
very important influence on the success of companies in going international. One of them
affects the leader's decision in making a policy. Marketing strategies with a broad scope to
cross-culture are indispensable in developing and introducing businesses on the international
stage international. So these leaders must have a high awareness of the different business
cultures. A manager's approach is influenced by their leadership. Less supportive leadership
in this situation results from a lack of trust in subordinates and excessive caution, which
inhibits employees from using creativity in their work. In other words, the current government
system is a directive system. This is clearly contrary to the spirit of strategic management,
which provides opportunities for employees to participate in project planning,
implementation, and evaluation (Dewie Tri Wijayati, 2010). international marketing
communication, which can be seen from the point of view of values, consumers, thinking
methods, and linguistic points of view, is a form of communication to reduce the emergence
of problems between people with different cultural backgrounds and different countries.
The rapid development of the business world and industry is also influenced by the
rapid flow of globalization. This encourages business people to start competing to increase
their economic and business scale towards the global market. To reach the global market,
there is a challenge to create unique business products, which are certainly supported by
cultural aspects. Culture impacts marketing strategies in two ways: marketers can combine
these two approaches, or they can modify international marketing tactics to better suit
regional cultural variants. One of these, in the field of applied marketing, is the global
standardization of advertising content. Empirical research shows that when there is a
significant cultural gap between a company's headquarters, where it is located, and a new area
of its target market, conditions for strategic promotion arise.
Cultural factors, such as customer purchasing behavior and habits that affect the
implementation of inventory policies, must also be taken into account when executing
distribution plans, which are components of marketing policies. For example, European
regions are accustomed to large-scale consumption to coincide with certain seasons, but Asian
regions, which experience only two seasons, have a pattern of immediate storage and small-
scale consumption. To enable this culture demands a pattern of product marketing approach
that suits the regional circumstances. (Gunanto & Gusti, 2017).
Conclusions
One factor that traders believe contributes to market competition is market location.
International business professionals who recognize that there are cultures that are different
from their own and that they must learn about these cultural traits in order to make
adjustments can adapt or coexist with other cultures. When people from one culture cannot
understand cultural differences defined in communication practices, customs, and culture, as
well as thought processing in the context of another culture, problems in cross-cultural
marketing communication sometimes develop. Communication methods are one of the keys
to success in commercial competitiveness on a global scale. In the world of marketing,
winning the competition requires the right communication. This form of communication is
greatly influenced by cultural characteristics, therefore culture has a significant influence on
how well companies enter the global market. Every country has a different culture, so it is
very important for international management to understand how culture affects global trade.
Market Competition
Based on literature sources on strategic management, companies can maintain their
competitive advantage by optimizing the utilization of their assets and skills.
In the context of trade liberalization, interactions between local stakeholders and
domestic firms have a comparative advantage over foreign firms, but may face challenges in
competing on cost. Therefore, the author argues that by strengthening relationships with local
consumers, employees, and other stakeholders, domestic companies can respond to
intensifying competition from foreign companies. To disadvantage their competitors, firms
can utilize social and environmental initiatives to differentiate themselves and create "soft"
trade barriers.
Traders consider market location to be a contributing factor to market competition.
Consumer convenience and proximity to consumers as well as the distance between
traditional stores and modern stores in the same service area are the main factors that can
influence consumer preferences.
Theory and previous research show that the level of market competition can be
reflected by the level of market concentration. When markets have a wide range of
interchangeable products, high market concentration may indicate intense competition.
However, if costs or market entry are different, lower market concentration may indicate less
competition (Prasetia, 2021).
Organizational Culture
Culture can be explained as the totality of man-made beliefs, rules, techniques,
institutions and artifacts that characterize a human population. Therefore, culture consists of
behavioral patterns learned by members of a particular society, describing the unique lifestyle
of a group or individual.
In the context of international business professionals, they can adapt or coexist with
other cultures by recognizing the cultural diversity of their own culture and learning about the
cultural traits to make adjustments. E.T. Hall suggests two ways to adapt to culture, namely:
Become one with the culture for a lifetime in the country.
Following a sophisticated and comprehensive training program that covers key
characteristics of the culture, including the culture itself.
It is important to note that some cultural characteristics that have relevance to
international business are as follows:
Culture reflects learned behavior that is transmitted from one member of a society to
another.
The relationship between elements of culture (interrelated), meaning that each
element in culture is interconnected with one another.
Culture is adaptable, which means that culture can change according to the influence
of external forces that affect the society.
Culture is shared by members of a society, and determines their membership in a
society. People who share the same culture are considered members of a society,
while those who do not share it are considered outside the boundaries of that society
(Islam et al., 2023).
Social class, culture, and subculture significantly influence consumer behavior when
making purchases. A person's culture essentially determines their desires and actions.
As a marketer, it is important to pay attention to the cultural values of different
countries to know the most suitable way to detect or gain new opportunities for product
innovation and sell existing products. Cross-border communication for commercial purposes
is a form of communication in the international market. Communication between individuals
from the same culture is still often difficult, let alone communication between individuals
from different cultures in terms of language, values, customers, and ways of thinking will be
more difficult and carry a high risk of miscommunication. This often happens because
individuals from one culture are unaware of the differences in cultural practices, such as
communication, traditions, and thought processes, in another culture. The hypothesis that
advertising content differs by country can be supported through marketing communication
literature focusing on advertising.
Social knowledge in an organization such as employee attitudes and behaviors formed
from rules, norms, and values can define an organizational culture. J. Chatman and DL
Caldwell, as stated in Colquitt et al., define organizational culture as social knowledge shared
within an organization about rules, norms, and values that shape employee attitudes and
behavior (Colquitt, et al, 2009: 546). Therefore, great practical value in marketing
communications can be made by understanding the importance of cultural values in
advertising. Building on cultural differences should be a guide to developing international
marketing communication strategies (Munson and McIntyre, 1979). Ignoring the cultural
implications contained in advertising can cause consumers to misinterpret the information
they receive. This miscommunication is often the cause of business failure in international
markets.
Knowledge of the market's cultural environment can be leveraged when marketers
discuss consumer tastes, purchasing behavior, and product usage patterns. To customize
marketing communication strategies to be accepted by consumers, it is not enough for
commercial enterprises to focus on cultural differences alone. However, companies also need
to find cultural similarities to seize opportunities and revise standard marketing strategies
based on cultural information-based marketing communication theory. The ability to carefully
handle cultural conventions and differences in the global market is an important task in
marketing.
International business is often conducted across cultures, and managers' awareness of
cross-cultural areas prone to communication barriers and conflicts can improve marketing
communication. The discovery by individuals from different cultures of new ways of solving
problems by incorporating solutions that focus on cultural aspects and look at problems from
other perspectives, can support international business success. (Prasetia, 2021).
Marketing Strategy
Strategy is a multidimensional concept that includes all important organizational
activities such as creating a sense of unity, organizational rules and goals and creating
opportunities for significant change (Jumingan, 2015). Strategy is a way, tactics, techniques,
tactics, tactics and knowledge to use all sources that contain insight in one's journey to take
action to achieve predetermined goals. Overall, a strategy can be understood as a set of
options for planning and implementing a plan of action and allocating resources important
resources to achieve a goal, taking into account reasonable competitive advantages, ideas,
comparisons, and sustainable resonance in the ideal and long-term direction or the
organization.
Rangkuti (2014) states that strategy is described as one of the business tools to achieve
long-term goals. Siagian (2012) explains that every company organization must deal with two
types of environments, namely internal and external. The size of the company determines the
complexity of the form, type and nature of participation in the increasingly difficult and
complex decision-making process. Therefore, strategic management is needed to manage
these various activities. The definition of strategic management is managing all decisions as
well as the implementation and evaluation of decisions to achieve organizational goals and
objectives (Aditua & Silalahi, 2016).
The process of organizing, coordinating, and managing resources to achieve goals
effectively and efficiently can be defined as management. Effective means achieving goals in
accordance with the strategy, while efficient means that current activities are completed
properly, regularly, and on schedule. (Sholikhah, 2021).
Marketing is the process of organizing, implementing, and supervising programs
intended to establish, expand, and maintain profitable exchanges in order to successfully
achieve the goals that the organization or company has set for itself. Decision-making
procedures based on marketing principles and management processes such as analysis,
planning, policy implementation, plans and strategies, tactics, and control are included in the
application of management science.
Marketing is the analysis, planning, implementation, and control of programs intended
to achieve corporate goals by creating, developing, and maintaining profitable exchanges with
target customers. Marketing is intended so that sellers understand, recognize, and understand
excessively to consumers so that the product or service is in accordance with consumer
desires and sells itself.
According to Abdullah and Tantri (2016) the results of the interaction of various
activities in which individuals and groups get their needs and wants through the process of
creating, offering, and trading goods with each other.
To develop an effective marketing strategy, marketers need to be aware of the types of
problem-solving techniques that consumers use when choosing a product or service. Abdullah
and Tantri (2016) state that when formulating a strategy, product managers must consult with
the purchasing and production departments to guarantee that sufficient raw resources are
available and produce sufficient units to achieve the desired results, as well as with sales
managers to obtain personnel-related support.
A marketing plan can be considered in light of the aforementioned idea of requiring
both internal and external marketing. The process of creating customer service is valued,
distributed, and promoted. known as external marketing. Internal marketing describes the
ability of employees to serve clients by valuing services not only based on Technical quality
is important, but functional quality is also important (Yeni et al., 2019).
It takes several techniques or strategies to introduce a company's product to the market
so that it is known, tried, and trusted, leading to consumers needing it, even if they do not
want to use other goods or develop this product. In general, there are three main marketing
strategies:
Market evolution
In an effort to find new customers for a business. There are several ways to do this, including:
Search for new markets and market segments.
Setting up a brand to increase sales.
Product modification
Achieved through modifying product features that can attract new buyers.
Improve product strength, purity, and other qualities such as durability. Such
efforts will be effective If the quality of the product improves, then consumers are
aware of and believe in the improved quality, and they are interested in the
improvements that have been made.
Side improvements. This is achieved by giving the product more functionality and
safety.
In repair mode. Improving the appearance or design of manufactured goods
Change the marketing mix
There are various ways to increase sales, including:
Lower prices to attract new market segments.
Engage in more engaging advertising and promotional efforts.
Changing distribution channels to increase revenue or production numbers.
Promotion is included in the updated marketing mix from the third strategy point of
view. Promoting products to consumers is one of the techniques to improve product
marketing in economics and marketing. (Mawar & Aslami, 2021).
The Effect of Organizational Culture on the Implementation of Marketing Management
Culture has many interconnected components. From these different parts, a deep
understanding is required. These cultural elements affect international marketing, including:
Mateial Life
The main element of culture is its material component. The main material life is problematic
in the development of technology as a tool for the production, distribution and consumption of
goods and services. Environmental factors explain the different levels and types of demand
for consumer goods.
Language
Language is one of the difficulties that must be overcome in worldwide marketing. To be able
to establish relationships and communicate internationally, this language is one of the
obstacles, therefore language is considered the most important element in the success of
international marketing management.
Social Interaction
An equally important element is also the way in which community members relate to each
other. This interaction can be expressed as the concept of kinship.
Aesthetics
The concepts and viewpoints adopted by a culture that upholds attractiveness and taste are
referred to as aesthetics. Three principles govern aesthetic expression in the Asia-Pacific
region: (1) complexity and dressing (diversity of shapes, forms, and colors); (2) harmony and
natural scenery (such as mountains, flowers, and trees); and (3) simplicity.
Religion
In many communities, religion is important. When religion plays an important role in
consumers' lives, businesses need to recognize this. Companies can engage Muslim
consumers and grow their business in Islamic societies by ensuring the things they offer are
halal and adding halal labels on every product that will be advertised.
Education
One of the main ways of passing culture from one generation to the next is education. The
level of education and the quality of that education are two elements of education that matter
to global marketers. It is imperative that businesses consider the quality of education. The
gateway to addressing corporate demands is education.
Value System
Every culture has a set of core values that guide people's norms and expectations. Norms
influence how people feel about things and moral principles. A society's value system is very
important from an international marketing perspective. Product positioning and selection in
product design will be driven by local sentiments towards other cultures (Islam et al., 2023).
Every country has a different culture, so it is crucial for international management to
understand how culture affects global trade. It can be disastrous for a business if overseas
managers do not understand the culture of the country they are doing business in.
The following are some of the traits that managers who oversee international business
should be aware of as it relates to international business:
Culture is a reflection of learned behaviors that are passed down from one member
of a society to another.
Cultural components are connected.
Culture is adaptable, meaning it can change in response to outside events that impact
the community.
The realization of a society is of course determined by the culture that its members
accept. Those who share the culture are considered members of the society, while
those who do not share the culture are considered to be outside the society. the
following are some other opinions about the characteristics of culture, as follows:
o Learning: Culture is acquired through learning and experience; it is not
inherited or biological.
o Shared: Culture is not unique to individuals and individuals; people are
members of a collection of organizations or cultural divisions of society.
o Generational change: Culture is cumulative and is passed on from one
generation to the next, leading to generational change.
o Symbolic: Culture based on an individual's ability to represent or utilize one
item to characterize another.
o Exemplary: As culture is structured and interconnected, changes to one
aspect will also affect the other.
o Adaptability: The human ability to evolve and adapt is the foundation of
culture.
In marketing, there is the term marketing mix which formulates marketing strategies
that must be carried out by business actors into the 4Ps, namely product, price, place and
promotion. For product marketing efforts to be successful and successful in a highly dynamic
international context, strategic marketers must incorporate cultural characteristics when
developing marketing mix strategies. As a result, it is important to create a good marketing
mix program based on the following factors:
Product
Businesses in international marketing must be able to design goods that appeal to their target
audience. And from a global perspective, culture is an important tool for product
development. Because the products needed for each marketing niche and the methods used to
produce them are different. Compared to other goods such as cars and motorcycles, some
products, especially food, beverages, and apparel, have a very deep cultural connection and
affinity. For cultural considerations, certain goods or services may also be prohibited or
restricted.
Price.
In culturally diverse regions, consumers' willingness to pay for goods will differ. Even items
that are considered of high value in one culture may be more valuable and worthwhile in
another.
Place (Distribution)
Strategic distribution can also be influenced by cultural factors. This depends on each person's
way of life and regional culture.
Promotion
Promotion is one of the four most frequently used components of the marketing mix.
Typically, culture will have a significant impact on a company's communication strategy.
Since advertising strategies that work well in one culture may work against them in another,
international marketers must be careful when conducting marketing communications through
advertising and other advertising promotion strategies.
The integration of marketing strategies and local culture will have an effect on
business continuity and successful product marketing, so it is important for international
marketers to understand this in relation to marketing strategies, especially the marketing mix
when formulating marketing strategies that are best suited to the highly dynamic international
target market of global marketers (Islam et al., 2023).
How to communicate is the key to success in business competition in the international
arena. It takes the right way of communication in the marketing field to win the competition.
This way of communicating is strongly influenced by cultural factors, so culture here has a
very important influence on the success of companies in going international. One of them
affects the leader's decision in making a policy. Marketing strategies with a broad scope to
cross-culture are indispensable in developing and introducing businesses on the international
stage international. So these leaders must have a high awareness of the different business
cultures. A manager's approach is influenced by their leadership. Less supportive leadership
in this situation results from a lack of trust in subordinates and excessive caution, which
inhibits employees from using creativity in their work. In other words, the current government
system is a directive system. This is clearly contrary to the spirit of strategic management,
which provides opportunities for employees to participate in project planning,
implementation, and evaluation (Dewie Tri Wijayati, 2010). international marketing
communication, which can be seen from the point of view of values, consumers, thinking
methods, and linguistic points of view, is a form of communication to reduce the emergence
of problems between people with different cultural backgrounds and different countries.
The rapid development of the business world and industry is also influenced by the
rapid flow of globalization. This encourages business people to start competing to increase
their economic and business scale towards the global market. To reach the global market,
there is a challenge to create unique business products, which are certainly supported by
cultural aspects. Culture impacts marketing strategies in two ways: marketers can combine
these two approaches, or they can modify international marketing tactics to better suit
regional cultural variants. One of these, in the field of applied marketing, is the global
standardization of advertising content. Empirical research shows that when there is a
significant cultural gap between a company's headquarters, where it is located, and a new area
of its target market, conditions for strategic promotion arise.
Cultural factors, such as customer purchasing behavior and habits that affect the
implementation of inventory policies, must also be taken into account when executing
distribution plans, which are components of marketing policies. For example, European
regions are accustomed to large-scale consumption to coincide with certain seasons, but Asian
regions, which experience only two seasons, have a pattern of immediate storage and small-
scale consumption. To enable this culture demands a pattern of product marketing approach
that suits the regional circumstances. (Gunanto & Gusti, 2017).
Conclusions
One factor that traders believe contributes to market competition is market location.
International business professionals who recognize that there are cultures that are different
from their own and that they must learn about these cultural traits in order to make
adjustments can adapt or coexist with other cultures. When people from one culture cannot
understand cultural differences defined in communication practices, customs, and culture, as
well as thought processing in the context of another culture, problems in cross-cultural
marketing communication sometimes develop. Communication methods are one of the keys
to success in commercial competitiveness on a global scale. In the world of marketing,
winning the competition requires the right communication. This form of communication is
greatly influenced by cultural characteristics, therefore culture has a significant influence on
how well companies enter the global market. Every country has a different culture, so it is
very important for international management to understand how culture affects global trade.
Market Competition
Based on literature sources on strategic management, companies can maintain their
competitive advantage by optimizing the utilization of their assets and skills.
In the context of trade liberalization, interactions between local stakeholders and
domestic firms have a comparative advantage over foreign firms, but may face challenges in
competing on cost. Therefore, the author argues that by strengthening relationships with local
consumers, employees, and other stakeholders, domestic companies can respond to
intensifying competition from foreign companies. To disadvantage their competitors, firms
can utilize social and environmental initiatives to differentiate themselves and create "soft"
trade barriers.
Traders consider market location to be a contributing factor to market competition.
Consumer convenience and proximity to consumers as well as the distance between
traditional stores and modern stores in the same service area are the main factors that can
influence consumer preferences.
Theory and previous research show that the level of market competition can be
reflected by the level of market concentration. When markets have a wide range of
interchangeable products, high market concentration may indicate intense competition.
However, if costs or market entry are different, lower market concentration may indicate less
competition (Prasetia, 2021).
Organizational Culture
Culture can be explained as the totality of man-made beliefs, rules, techniques,
institutions and artifacts that characterize a human population. Therefore, culture consists of
behavioral patterns learned by members of a particular society, describing the unique lifestyle
of a group or individual.
In the context of international business professionals, they can adapt or coexist with
other cultures by recognizing the cultural diversity of their own culture and learning about the
cultural traits to make adjustments. E.T. Hall suggests two ways to adapt to culture, namely:
Become one with the culture for a lifetime in the country.
Following a sophisticated and comprehensive training program that covers key
characteristics of the culture, including the culture itself.
It is important to note that some cultural characteristics that have relevance to
international business are as follows:
Culture reflects learned behavior that is transmitted from one member of a society to
another.
The relationship between elements of culture (interrelated), meaning that each
element in culture is interconnected with one another.
Culture is adaptable, which means that culture can change according to the influence
of external forces that affect the society.
Culture is shared by members of a society, and determines their membership in a
society. People who share the same culture are considered members of a society,
while those who do not share it are considered outside the boundaries of that society
(Islam et al., 2023).
Social class, culture, and subculture significantly influence consumer behavior when
making purchases. A person's culture essentially determines their desires and actions.
As a marketer, it is important to pay attention to the cultural values of different
countries to know the most suitable way to detect or gain new opportunities for product
innovation and sell existing products. Cross-border communication for commercial purposes
is a form of communication in the international market. Communication between individuals
from the same culture is still often difficult, let alone communication between individuals
from different cultures in terms of language, values, customers, and ways of thinking will be
more difficult and carry a high risk of miscommunication. This often happens because
individuals from one culture are unaware of the differences in cultural practices, such as
communication, traditions, and thought processes, in another culture. The hypothesis that
advertising content differs by country can be supported through marketing communication
literature focusing on advertising.
Social knowledge in an organization such as employee attitudes and behaviors formed
from rules, norms, and values can define an organizational culture. J. Chatman and DL
Caldwell, as stated in Colquitt et al., define organizational culture as social knowledge shared
within an organization about rules, norms, and values that shape employee attitudes and
behavior (Colquitt, et al, 2009: 546). Therefore, great practical value in marketing
communications can be made by understanding the importance of cultural values in
advertising. Building on cultural differences should be a guide to developing international
marketing communication strategies (Munson and McIntyre, 1979). Ignoring the cultural
implications contained in advertising can cause consumers to misinterpret the information
they receive. This miscommunication is often the cause of business failure in international
markets.
Knowledge of the market's cultural environment can be leveraged when marketers
discuss consumer tastes, purchasing behavior, and product usage patterns. To customize
marketing communication strategies to be accepted by consumers, it is not enough for
commercial enterprises to focus on cultural differences alone. However, companies also need
to find cultural similarities to seize opportunities and revise standard marketing strategies
based on cultural information-based marketing communication theory. The ability to carefully
handle cultural conventions and differences in the global market is an important task in
marketing.
International business is often conducted across cultures, and managers' awareness of
cross-cultural areas prone to communication barriers and conflicts can improve marketing
communication. The discovery by individuals from different cultures of new ways of solving
problems by incorporating solutions that focus on cultural aspects and look at problems from
other perspectives, can support international business success. (Prasetia, 2021).
Marketing Strategy
Strategy is a multidimensional concept that includes all important organizational
activities such as creating a sense of unity, organizational rules and goals and creating
opportunities for significant change (Jumingan, 2015). Strategy is a way, tactics, techniques,
tactics, tactics and knowledge to use all sources that contain insight in one's journey to take
action to achieve predetermined goals. Overall, a strategy can be understood as a set of
options for planning and implementing a plan of action and allocating resources important
resources to achieve a goal, taking into account reasonable competitive advantages, ideas,
comparisons, and sustainable resonance in the ideal and long-term direction or the
organization.
Rangkuti (2014) states that strategy is described as one of the business tools to achieve
long-term goals. Siagian (2012) explains that every company organization must deal with two
types of environments, namely internal and external. The size of the company determines the
complexity of the form, type and nature of participation in the increasingly difficult and
complex decision-making process. Therefore, strategic management is needed to manage
these various activities. The definition of strategic management is managing all decisions as
well as the implementation and evaluation of decisions to achieve organizational goals and
objectives (Aditua & Silalahi, 2016).
The process of organizing, coordinating, and managing resources to achieve goals
effectively and efficiently can be defined as management. Effective means achieving goals in
accordance with the strategy, while efficient means that current activities are completed
properly, regularly, and on schedule. (Sholikhah, 2021).
Marketing is the process of organizing, implementing, and supervising programs
intended to establish, expand, and maintain profitable exchanges in order to successfully
achieve the goals that the organization or company has set for itself. Decision-making
procedures based on marketing principles and management processes such as analysis,
planning, policy implementation, plans and strategies, tactics, and control are included in the
application of management science.
Marketing is the analysis, planning, implementation, and control of programs intended
to achieve corporate goals by creating, developing, and maintaining profitable exchanges with
target customers. Marketing is intended so that sellers understand, recognize, and understand
excessively to consumers so that the product or service is in accordance with consumer
desires and sells itself.
According to Abdullah and Tantri (2016) the results of the interaction of various
activities in which individuals and groups get their needs and wants through the process of
creating, offering, and trading goods with each other.
To develop an effective marketing strategy, marketers need to be aware of the types of
problem-solving techniques that consumers use when choosing a product or service. Abdullah
and Tantri (2016) state that when formulating a strategy, product managers must consult with
the purchasing and production departments to guarantee that sufficient raw resources are
available and produce sufficient units to achieve the desired results, as well as with sales
managers to obtain personnel-related support.
A marketing plan can be considered in light of the aforementioned idea of requiring
both internal and external marketing. The process of creating customer service is valued,
distributed, and promoted. known as external marketing. Internal marketing describes the
ability of employees to serve clients by valuing services not only based on Technical quality
is important, but functional quality is also important (Yeni et al., 2019).
It takes several techniques or strategies to introduce a company's product to the market
so that it is known, tried, and trusted, leading to consumers needing it, even if they do not
want to use other goods or develop this product. In general, there are three main marketing
strategies:
Market evolution
In an effort to find new customers for a business. There are several ways to do this, including:
Search for new markets and market segments.
Setting up a brand to increase sales.
Product modification
Achieved through modifying product features that can attract new buyers.
Improve product strength, purity, and other qualities such as durability. Such
efforts will be effective If the quality of the product improves, then consumers are
aware of and believe in the improved quality, and they are interested in the
improvements that have been made.
Side improvements. This is achieved by giving the product more functionality and
safety.
In repair mode. Improving the appearance or design of manufactured goods
Change the marketing mix
There are various ways to increase sales, including:
Lower prices to attract new market segments.
Engage in more engaging advertising and promotional efforts.
Changing distribution channels to increase revenue or production numbers.
Promotion is included in the updated marketing mix from the third strategy point of
view. Promoting products to consumers is one of the techniques to improve product
marketing in economics and marketing. (Mawar & Aslami, 2021).
The Effect of Organizational Culture on the Implementation of Marketing Management
Culture has many interconnected components. From these different parts, a deep
understanding is required. These cultural elements affect international marketing, including:
Mateial Life
The main element of culture is its material component. The main material life is problematic
in the development of technology as a tool for the production, distribution and consumption of
goods and services. Environmental factors explain the different levels and types of demand
for consumer goods.
Language
Language is one of the difficulties that must be overcome in worldwide marketing. To be able
to establish relationships and communicate internationally, this language is one of the
obstacles, therefore language is considered the most important element in the success of
international marketing management.
Social Interaction
An equally important element is also the way in which community members relate to each
other. This interaction can be expressed as the concept of kinship.
Aesthetics
The concepts and viewpoints adopted by a culture that upholds attractiveness and taste are
referred to as aesthetics. Three principles govern aesthetic expression in the Asia-Pacific
region: (1) complexity and dressing (diversity of shapes, forms, and colors); (2) harmony and
natural scenery (such as mountains, flowers, and trees); and (3) simplicity.
Religion
In many communities, religion is important. When religion plays an important role in
consumers' lives, businesses need to recognize this. Companies can engage Muslim
consumers and grow their business in Islamic societies by ensuring the things they offer are
halal and adding halal labels on every product that will be advertised.
Education
One of the main ways of passing culture from one generation to the next is education. The
level of education and the quality of that education are two elements of education that matter
to global marketers. It is imperative that businesses consider the quality of education. The
gateway to addressing corporate demands is education.
Value System
Every culture has a set of core values that guide people's norms and expectations. Norms
influence how people feel about things and moral principles. A society's value system is very
important from an international marketing perspective. Product positioning and selection in
product design will be driven by local sentiments towards other cultures (Islam et al., 2023).
Every country has a different culture, so it is crucial for international management to
understand how culture affects global trade. It can be disastrous for a business if overseas
managers do not understand the culture of the country they are doing business in.
The following are some of the traits that managers who oversee international business
should be aware of as it relates to international business:
Culture is a reflection of learned behaviors that are passed down from one member
of a society to another.
Cultural components are connected.
Culture is adaptable, meaning it can change in response to outside events that impact
the community.
The realization of a society is of course determined by the culture that its members
accept. Those who share the culture are considered members of the society, while
those who do not share the culture are considered to be outside the society. the
following are some other opinions about the characteristics of culture, as follows:
o Learning: Culture is acquired through learning and experience; it is not
inherited or biological.
o Shared: Culture is not unique to individuals and individuals; people are
members of a collection of organizations or cultural divisions of society.
o Generational change: Culture is cumulative and is passed on from one
generation to the next, leading to generational change.
o Symbolic: Culture based on an individual's ability to represent or utilize one
item to characterize another.
o Exemplary: As culture is structured and interconnected, changes to one
aspect will also affect the other.
o Adaptability: The human ability to evolve and adapt is the foundation of
culture.
In marketing, there is the term marketing mix which formulates marketing strategies
that must be carried out by business actors into the 4Ps, namely product, price, place and
promotion. For product marketing efforts to be successful and successful in a highly dynamic
international context, strategic marketers must incorporate cultural characteristics when
developing marketing mix strategies. As a result, it is important to create a good marketing
mix program based on the following factors:
Product
Businesses in international marketing must be able to design goods that appeal to their target
audience. And from a global perspective, culture is an important tool for product
development. Because the products needed for each marketing niche and the methods used to
produce them are different. Compared to other goods such as cars and motorcycles, some
products, especially food, beverages, and apparel, have a very deep cultural connection and
affinity. For cultural considerations, certain goods or services may also be prohibited or
restricted.
Price.
In culturally diverse regions, consumers' willingness to pay for goods will differ. Even items
that are considered of high value in one culture may be more valuable and worthwhile in
another.
Place (Distribution)
Strategic distribution can also be influenced by cultural factors. This depends on each person's
way of life and regional culture.
Promotion
Promotion is one of the four most frequently used components of the marketing mix.
Typically, culture will have a significant impact on a company's communication strategy.
Since advertising strategies that work well in one culture may work against them in another,
international marketers must be careful when conducting marketing communications through
advertising and other advertising promotion strategies.
The integration of marketing strategies and local culture will have an effect on
business continuity and successful product marketing, so it is important for international
marketers to understand this in relation to marketing strategies, especially the marketing mix
when formulating marketing strategies that are best suited to the highly dynamic international
target market of global marketers (Islam et al., 2023).
How to communicate is the key to success in business competition in the international
arena. It takes the right way of communication in the marketing field to win the competition.
This way of communicating is strongly influenced by cultural factors, so culture here has a
very important influence on the success of companies in going international. One of them
affects the leader's decision in making a policy. Marketing strategies with a broad scope to
cross-culture are indispensable in developing and introducing businesses on the international
stage international. So these leaders must have a high awareness of the different business
cultures. A manager's approach is influenced by their leadership. Less supportive leadership
in this situation results from a lack of trust in subordinates and excessive caution, which
inhibits employees from using creativity in their work. In other words, the current government
system is a directive system. This is clearly contrary to the spirit of strategic management,
which provides opportunities for employees to participate in project planning,
implementation, and evaluation (Dewie Tri Wijayati, 2010). international marketing
communication, which can be seen from the point of view of values, consumers, thinking
methods, and linguistic points of view, is a form of communication to reduce the emergence
of problems between people with different cultural backgrounds and different countries.
The rapid development of the business world and industry is also influenced by the
rapid flow of globalization. This encourages business people to start competing to increase
their economic and business scale towards the global market. To reach the global market,
there is a challenge to create unique business products, which are certainly supported by
cultural aspects. Culture impacts marketing strategies in two ways: marketers can combine
these two approaches, or they can modify international marketing tactics to better suit
regional cultural variants. One of these, in the field of applied marketing, is the global
standardization of advertising content. Empirical research shows that when there is a
significant cultural gap between a company's headquarters, where it is located, and a new area
of its target market, conditions for strategic promotion arise.
Cultural factors, such as customer purchasing behavior and habits that affect the
implementation of inventory policies, must also be taken into account when executing
distribution plans, which are components of marketing policies. For example, European
regions are accustomed to large-scale consumption to coincide with certain seasons, but Asian
regions, which experience only two seasons, have a pattern of immediate storage and small-
scale consumption. To enable this culture demands a pattern of product marketing approach
that suits the regional circumstances. (Gunanto & Gusti, 2017).
Conclusions
One factor that traders believe contributes to market competition is market location.
International business professionals who recognize that there are cultures that are different
from their own and that they must learn about these cultural traits in order to make
adjustments can adapt or coexist with other cultures. When people from one culture cannot
understand cultural differences defined in communication practices, customs, and culture, as
well as thought processing in the context of another culture, problems in cross-cultural
marketing communication sometimes develop. Communication methods are one of the keys
to success in commercial competitiveness on a global scale. In the world of marketing,
winning the competition requires the right communication. This form of communication is
greatly influenced by cultural characteristics, therefore culture has a significant influence on
how well companies enter the global market. Every country has a different culture, so it is
very important for international management to understand how culture affects global trade.
Market Competition
Based on literature sources on strategic management, companies can maintain their
competitive advantage by optimizing the utilization of their assets and skills.
In the context of trade liberalization, interactions between local stakeholders and
domestic firms have a comparative advantage over foreign firms, but may face challenges in
competing on cost. Therefore, the author argues that by strengthening relationships with local
consumers, employees, and other stakeholders, domestic companies can respond to
intensifying competition from foreign companies. To disadvantage their competitors, firms
can utilize social and environmental initiatives to differentiate themselves and create "soft"
trade barriers.
Traders consider market location to be a contributing factor to market competition.
Consumer convenience and proximity to consumers as well as the distance between
traditional stores and modern stores in the same service area are the main factors that can
influence consumer preferences.
Theory and previous research show that the level of market competition can be
reflected by the level of market concentration. When markets have a wide range of
interchangeable products, high market concentration may indicate intense competition.
However, if costs or market entry are different, lower market concentration may indicate less
competition (Prasetia, 2021).
Organizational Culture
Culture can be explained as the totality of man-made beliefs, rules, techniques,
institutions and artifacts that characterize a human population. Therefore, culture consists of
behavioral patterns learned by members of a particular society, describing the unique lifestyle
of a group or individual.
In the context of international business professionals, they can adapt or coexist with
other cultures by recognizing the cultural diversity of their own culture and learning about the
cultural traits to make adjustments. E.T. Hall suggests two ways to adapt to culture, namely:
Become one with the culture for a lifetime in the country.
Following a sophisticated and comprehensive training program that covers key
characteristics of the culture, including the culture itself.
It is important to note that some cultural characteristics that have relevance to
international business are as follows:
Culture reflects learned behavior that is transmitted from one member of a society to
another.
The relationship between elements of culture (interrelated), meaning that each
element in culture is interconnected with one another.
Culture is adaptable, which means that culture can change according to the influence
of external forces that affect the society.
Culture is shared by members of a society, and determines their membership in a
society. People who share the same culture are considered members of a society,
while those who do not share it are considered outside the boundaries of that society
(Islam et al., 2023).
Social class, culture, and subculture significantly influence consumer behavior when
making purchases. A person's culture essentially determines their desires and actions.
As a marketer, it is important to pay attention to the cultural values of different
countries to know the most suitable way to detect or gain new opportunities for product
innovation and sell existing products. Cross-border communication for commercial purposes
is a form of communication in the international market. Communication between individuals
from the same culture is still often difficult, let alone communication between individuals
from different cultures in terms of language, values, customers, and ways of thinking will be
more difficult and carry a high risk of miscommunication. This often happens because
individuals from one culture are unaware of the differences in cultural practices, such as
communication, traditions, and thought processes, in another culture. The hypothesis that
advertising content differs by country can be supported through marketing communication
literature focusing on advertising.
Social knowledge in an organization such as employee attitudes and behaviors formed
from rules, norms, and values can define an organizational culture. J. Chatman and DL
Caldwell, as stated in Colquitt et al., define organizational culture as social knowledge shared
within an organization about rules, norms, and values that shape employee attitudes and
behavior (Colquitt, et al, 2009: 546). Therefore, great practical value in marketing
communications can be made by understanding the importance of cultural values in
advertising. Building on cultural differences should be a guide to developing international
marketing communication strategies (Munson and McIntyre, 1979). Ignoring the cultural
implications contained in advertising can cause consumers to misinterpret the information
they receive. This miscommunication is often the cause of business failure in international
markets.
Knowledge of the market's cultural environment can be leveraged when marketers
discuss consumer tastes, purchasing behavior, and product usage patterns. To customize
marketing communication strategies to be accepted by consumers, it is not enough for
commercial enterprises to focus on cultural differences alone. However, companies also need
to find cultural similarities to seize opportunities and revise standard marketing strategies
based on cultural information-based marketing communication theory. The ability to carefully
handle cultural conventions and differences in the global market is an important task in
marketing.
International business is often conducted across cultures, and managers' awareness of
cross-cultural areas prone to communication barriers and conflicts can improve marketing
communication. The discovery by individuals from different cultures of new ways of solving
problems by incorporating solutions that focus on cultural aspects and look at problems from
other perspectives, can support international business success. (Prasetia, 2021).
Marketing Strategy
Strategy is a multidimensional concept that includes all important organizational
activities such as creating a sense of unity, organizational rules and goals and creating
opportunities for significant change (Jumingan, 2015). Strategy is a way, tactics, techniques,
tactics, tactics and knowledge to use all sources that contain insight in one's journey to take
action to achieve predetermined goals. Overall, a strategy can be understood as a set of
options for planning and implementing a plan of action and allocating resources important
resources to achieve a goal, taking into account reasonable competitive advantages, ideas,
comparisons, and sustainable resonance in the ideal and long-term direction or the
organization.
Rangkuti (2014) states that strategy is described as one of the business tools to achieve
long-term goals. Siagian (2012) explains that every company organization must deal with two
types of environments, namely internal and external. The size of the company determines the
complexity of the form, type and nature of participation in the increasingly difficult and
complex decision-making process. Therefore, strategic management is needed to manage
these various activities. The definition of strategic management is managing all decisions as
well as the implementation and evaluation of decisions to achieve organizational goals and
objectives (Aditua & Silalahi, 2016).
The process of organizing, coordinating, and managing resources to achieve goals
effectively and efficiently can be defined as management. Effective means achieving goals in
accordance with the strategy, while efficient means that current activities are completed
properly, regularly, and on schedule. (Sholikhah, 2021).
Marketing is the process of organizing, implementing, and supervising programs
intended to establish, expand, and maintain profitable exchanges in order to successfully
achieve the goals that the organization or company has set for itself. Decision-making
procedures based on marketing principles and management processes such as analysis,
planning, policy implementation, plans and strategies, tactics, and control are included in the
application of management science.
Marketing is the analysis, planning, implementation, and control of programs intended
to achieve corporate goals by creating, developing, and maintaining profitable exchanges with
target customers. Marketing is intended so that sellers understand, recognize, and understand
excessively to consumers so that the product or service is in accordance with consumer
desires and sells itself.
According to Abdullah and Tantri (2016) the results of the interaction of various
activities in which individuals and groups get their needs and wants through the process of
creating, offering, and trading goods with each other.
To develop an effective marketing strategy, marketers need to be aware of the types of
problem-solving techniques that consumers use when choosing a product or service. Abdullah
and Tantri (2016) state that when formulating a strategy, product managers must consult with
the purchasing and production departments to guarantee that sufficient raw resources are
available and produce sufficient units to achieve the desired results, as well as with sales
managers to obtain personnel-related support.
A marketing plan can be considered in light of the aforementioned idea of requiring
both internal and external marketing. The process of creating customer service is valued,
distributed, and promoted. known as external marketing. Internal marketing describes the
ability of employees to serve clients by valuing services not only based on Technical quality
is important, but functional quality is also important (Yeni et al., 2019).
It takes several techniques or strategies to introduce a company's product to the market
so that it is known, tried, and trusted, leading to consumers needing it, even if they do not
want to use other goods or develop this product. In general, there are three main marketing
strategies:
Market evolution
In an effort to find new customers for a business. There are several ways to do this, including:
Search for new markets and market segments.
Setting up a brand to increase sales.
Product modification
Achieved through modifying product features that can attract new buyers.
Improve product strength, purity, and other qualities such as durability. Such
efforts will be effective If the quality of the product improves, then consumers are
aware of and believe in the improved quality, and they are interested in the
improvements that have been made.
Side improvements. This is achieved by giving the product more functionality and
safety.
In repair mode. Improving the appearance or design of manufactured goods
Change the marketing mix
There are various ways to increase sales, including:
Lower prices to attract new market segments.
Engage in more engaging advertising and promotional efforts.
Changing distribution channels to increase revenue or production numbers.
Promotion is included in the updated marketing mix from the third strategy point of
view. Promoting products to consumers is one of the techniques to improve product
marketing in economics and marketing. (Mawar & Aslami, 2021).
The Effect of Organizational Culture on the Implementation of Marketing Management
Culture has many interconnected components. From these different parts, a deep
understanding is required. These cultural elements affect international marketing, including:
Mateial Life
The main element of culture is its material component. The main material life is problematic
in the development of technology as a tool for the production, distribution and consumption of
goods and services. Environmental factors explain the different levels and types of demand
for consumer goods.
Language
Language is one of the difficulties that must be overcome in worldwide marketing. To be able
to establish relationships and communicate internationally, this language is one of the
obstacles, therefore language is considered the most important element in the success of
international marketing management.
Social Interaction
An equally important element is also the way in which community members relate to each
other. This interaction can be expressed as the concept of kinship.
Aesthetics
The concepts and viewpoints adopted by a culture that upholds attractiveness and taste are
referred to as aesthetics. Three principles govern aesthetic expression in the Asia-Pacific
region: (1) complexity and dressing (diversity of shapes, forms, and colors); (2) harmony and
natural scenery (such as mountains, flowers, and trees); and (3) simplicity.
Religion
In many communities, religion is important. When religion plays an important role in
consumers' lives, businesses need to recognize this. Companies can engage Muslim
consumers and grow their business in Islamic societies by ensuring the things they offer are
halal and adding halal labels on every product that will be advertised.
Education
One of the main ways of passing culture from one generation to the next is education. The
level of education and the quality of that education are two elements of education that matter
to global marketers. It is imperative that businesses consider the quality of education. The
gateway to addressing corporate demands is education.
Value System
Every culture has a set of core values that guide people's norms and expectations. Norms
influence how people feel about things and moral principles. A society's value system is very
important from an international marketing perspective. Product positioning and selection in
product design will be driven by local sentiments towards other cultures (Islam et al., 2023).
Every country has a different culture, so it is crucial for international management to
understand how culture affects global trade. It can be disastrous for a business if overseas
managers do not understand the culture of the country they are doing business in.
The following are some of the traits that managers who oversee international business
should be aware of as it relates to international business:
Culture is a reflection of learned behaviors that are passed down from one member
of a society to another.
Cultural components are connected.
Culture is adaptable, meaning it can change in response to outside events that impact
the community.
The realization of a society is of course determined by the culture that its members
accept. Those who share the culture are considered members of the society, while
those who do not share the culture are considered to be outside the society. the
following are some other opinions about the characteristics of culture, as follows:
o Learning: Culture is acquired through learning and experience; it is not
inherited or biological.
o Shared: Culture is not unique to individuals and individuals; people are
members of a collection of organizations or cultural divisions of society.
o Generational change: Culture is cumulative and is passed on from one
generation to the next, leading to generational change.
o Symbolic: Culture based on an individual's ability to represent or utilize one
item to characterize another.
o Exemplary: As culture is structured and interconnected, changes to one
aspect will also affect the other.
o Adaptability: The human ability to evolve and adapt is the foundation of
culture.
In marketing, there is the term marketing mix which formulates marketing strategies
that must be carried out by business actors into the 4Ps, namely product, price, place and
promotion. For product marketing efforts to be successful and successful in a highly dynamic
international context, strategic marketers must incorporate cultural characteristics when
developing marketing mix strategies. As a result, it is important to create a good marketing
mix program based on the following factors:
Product
Businesses in international marketing must be able to design goods that appeal to their target
audience. And from a global perspective, culture is an important tool for product
development. Because the products needed for each marketing niche and the methods used to
produce them are different. Compared to other goods such as cars and motorcycles, some
products, especially food, beverages, and apparel, have a very deep cultural connection and
affinity. For cultural considerations, certain goods or services may also be prohibited or
restricted.
Price.
In culturally diverse regions, consumers' willingness to pay for goods will differ. Even items
that are considered of high value in one culture may be more valuable and worthwhile in
another.
Place (Distribution)
Strategic distribution can also be influenced by cultural factors. This depends on each person's
way of life and regional culture.
Promotion
Promotion is one of the four most frequently used components of the marketing mix.
Typically, culture will have a significant impact on a company's communication strategy.
Since advertising strategies that work well in one culture may work against them in another,
international marketers must be careful when conducting marketing communications through
advertising and other advertising promotion strategies.
The integration of marketing strategies and local culture will have an effect on
business continuity and successful product marketing, so it is important for international
marketers to understand this in relation to marketing strategies, especially the marketing mix
when formulating marketing strategies that are best suited to the highly dynamic international
target market of global marketers (Islam et al., 2023).
How to communicate is the key to success in business competition in the international
arena. It takes the right way of communication in the marketing field to win the competition.
This way of communicating is strongly influenced by cultural factors, so culture here has a
very important influence on the success of companies in going international. One of them
affects the leader's decision in making a policy. Marketing strategies with a broad scope to
cross-culture are indispensable in developing and introducing businesses on the international
stage international. So these leaders must have a high awareness of the different business
cultures. A manager's approach is influenced by their leadership. Less supportive leadership
in this situation results from a lack of trust in subordinates and excessive caution, which
inhibits employees from using creativity in their work. In other words, the current government
system is a directive system. This is clearly contrary to the spirit of strategic management,
which provides opportunities for employees to participate in project planning,
implementation, and evaluation (Dewie Tri Wijayati, 2010). international marketing
communication, which can be seen from the point of view of values, consumers, thinking
methods, and linguistic points of view, is a form of communication to reduce the emergence
of problems between people with different cultural backgrounds and different countries.
The rapid development of the business world and industry is also influenced by the
rapid flow of globalization. This encourages business people to start competing to increase
their economic and business scale towards the global market. To reach the global market,
there is a challenge to create unique business products, which are certainly supported by
cultural aspects. Culture impacts marketing strategies in two ways: marketers can combine
these two approaches, or they can modify international marketing tactics to better suit
regional cultural variants. One of these, in the field of applied marketing, is the global
standardization of advertising content. Empirical research shows that when there is a
significant cultural gap between a company's headquarters, where it is located, and a new area
of its target market, conditions for strategic promotion arise.
Cultural factors, such as customer purchasing behavior and habits that affect the
implementation of inventory policies, must also be taken into account when executing
distribution plans, which are components of marketing policies. For example, European
regions are accustomed to large-scale consumption to coincide with certain seasons, but Asian
regions, which experience only two seasons, have a pattern of immediate storage and small-
scale consumption. To enable this culture demands a pattern of product marketing approach
that suits the regional circumstances. (Gunanto & Gusti, 2017).
Conclusions
One factor that traders believe contributes to market competition is market location.
International business professionals who recognize that there are cultures that are different
from their own and that they must learn about these cultural traits in order to make
adjustments can adapt or coexist with other cultures. When people from one culture cannot
understand cultural differences defined in communication practices, customs, and culture, as
well as thought processing in the context of another culture, problems in cross-cultural
marketing communication sometimes develop. Communication methods are one of the keys
to success in commercial competitiveness on a global scale. In the world of marketing,
winning the competition requires the right communication. This form of communication is
greatly influenced by cultural characteristics, therefore culture has a significant influence on
how well companies enter the global market. Every country has a different culture, so it is
very important for international management to understand how culture affects global trade.
Market Competition
Based on literature sources on strategic management, companies can maintain their
competitive advantage by optimizing the utilization of their assets and skills.
In the context of trade liberalization, interactions between local stakeholders and
domestic firms have a comparative advantage over foreign firms, but may face challenges in
competing on cost. Therefore, the author argues that by strengthening relationships with local
consumers, employees, and other stakeholders, domestic companies can respond to
intensifying competition from foreign companies. To disadvantage their competitors, firms
can utilize social and environmental initiatives to differentiate themselves and create "soft"
trade barriers.
Traders consider market location to be a contributing factor to market competition.
Consumer convenience and proximity to consumers as well as the distance between
traditional stores and modern stores in the same service area are the main factors that can
influence consumer preferences.
Theory and previous research show that the level of market competition can be
reflected by the level of market concentration. When markets have a wide range of
interchangeable products, high market concentration may indicate intense competition.
However, if costs or market entry are different, lower market concentration may indicate less
competition (Prasetia, 2021).
Organizational Culture
Culture can be explained as the totality of man-made beliefs, rules, techniques,
institutions and artifacts that characterize a human population. Therefore, culture consists of
behavioral patterns learned by members of a particular society, describing the unique lifestyle
of a group or individual.
In the context of international business professionals, they can adapt or coexist with
other cultures by recognizing the cultural diversity of their own culture and learning about the
cultural traits to make adjustments. E.T. Hall suggests two ways to adapt to culture, namely:
Become one with the culture for a lifetime in the country.
Following a sophisticated and comprehensive training program that covers key
characteristics of the culture, including the culture itself.
It is important to note that some cultural characteristics that have relevance to
international business are as follows:
Culture reflects learned behavior that is transmitted from one member of a society to
another.
The relationship between elements of culture (interrelated), meaning that each
element in culture is interconnected with one another.
Culture is adaptable, which means that culture can change according to the influence
of external forces that affect the society.
Culture is shared by members of a society, and determines their membership in a
society. People who share the same culture are considered members of a society,
while those who do not share it are considered outside the boundaries of that society
(Islam et al., 2023).
Social class, culture, and subculture significantly influence consumer behavior when
making purchases. A person's culture essentially determines their desires and actions.
As a marketer, it is important to pay attention to the cultural values of different
countries to know the most suitable way to detect or gain new opportunities for product
innovation and sell existing products. Cross-border communication for commercial purposes
is a form of communication in the international market. Communication between individuals
from the same culture is still often difficult, let alone communication between individuals
from different cultures in terms of language, values, customers, and ways of thinking will be
more difficult and carry a high risk of miscommunication. This often happens because
individuals from one culture are unaware of the differences in cultural practices, such as
communication, traditions, and thought processes, in another culture. The hypothesis that
advertising content differs by country can be supported through marketing communication
literature focusing on advertising.
Social knowledge in an organization such as employee attitudes and behaviors formed
from rules, norms, and values can define an organizational culture. J. Chatman and DL
Caldwell, as stated in Colquitt et al., define organizational culture as social knowledge shared
within an organization about rules, norms, and values that shape employee attitudes and
behavior (Colquitt, et al, 2009: 546). Therefore, great practical value in marketing
communications can be made by understanding the importance of cultural values in
advertising. Building on cultural differences should be a guide to developing international
marketing communication strategies (Munson and McIntyre, 1979). Ignoring the cultural
implications contained in advertising can cause consumers to misinterpret the information
they receive. This miscommunication is often the cause of business failure in international
markets.
Knowledge of the market's cultural environment can be leveraged when marketers
discuss consumer tastes, purchasing behavior, and product usage patterns. To customize
marketing communication strategies to be accepted by consumers, it is not enough for
commercial enterprises to focus on cultural differences alone. However, companies also need
to find cultural similarities to seize opportunities and revise standard marketing strategies
based on cultural information-based marketing communication theory. The ability to carefully
handle cultural conventions and differences in the global market is an important task in
marketing.
International business is often conducted across cultures, and managers' awareness of
cross-cultural areas prone to communication barriers and conflicts can improve marketing
communication. The discovery by individuals from different cultures of new ways of solving
problems by incorporating solutions that focus on cultural aspects and look at problems from
other perspectives, can support international business success. (Prasetia, 2021).
Marketing Strategy
Strategy is a multidimensional concept that includes all important organizational
activities such as creating a sense of unity, organizational rules and goals and creating
opportunities for significant change (Jumingan, 2015). Strategy is a way, tactics, techniques,
tactics, tactics and knowledge to use all sources that contain insight in one's journey to take
action to achieve predetermined goals. Overall, a strategy can be understood as a set of
options for planning and implementing a plan of action and allocating resources important
resources to achieve a goal, taking into account reasonable competitive advantages, ideas,
comparisons, and sustainable resonance in the ideal and long-term direction or the
organization.
Rangkuti (2014) states that strategy is described as one of the business tools to achieve
long-term goals. Siagian (2012) explains that every company organization must deal with two
types of environments, namely internal and external. The size of the company determines the
complexity of the form, type and nature of participation in the increasingly difficult and
complex decision-making process. Therefore, strategic management is needed to manage
these various activities. The definition of strategic management is managing all decisions as
well as the implementation and evaluation of decisions to achieve organizational goals and
objectives (Aditua & Silalahi, 2016).
The process of organizing, coordinating, and managing resources to achieve goals
effectively and efficiently can be defined as management. Effective means achieving goals in
accordance with the strategy, while efficient means that current activities are completed
properly, regularly, and on schedule. (Sholikhah, 2021).
Marketing is the process of organizing, implementing, and supervising programs
intended to establish, expand, and maintain profitable exchanges in order to successfully
achieve the goals that the organization or company has set for itself. Decision-making
procedures based on marketing principles and management processes such as analysis,
planning, policy implementation, plans and strategies, tactics, and control are included in the
application of management science.
Marketing is the analysis, planning, implementation, and control of programs intended
to achieve corporate goals by creating, developing, and maintaining profitable exchanges with
target customers. Marketing is intended so that sellers understand, recognize, and understand
excessively to consumers so that the product or service is in accordance with consumer
desires and sells itself.
According to Abdullah and Tantri (2016) the results of the interaction of various
activities in which individuals and groups get their needs and wants through the process of
creating, offering, and trading goods with each other.
To develop an effective marketing strategy, marketers need to be aware of the types of
problem-solving techniques that consumers use when choosing a product or service. Abdullah
and Tantri (2016) state that when formulating a strategy, product managers must consult with
the purchasing and production departments to guarantee that sufficient raw resources are
available and produce sufficient units to achieve the desired results, as well as with sales
managers to obtain personnel-related support.
A marketing plan can be considered in light of the aforementioned idea of requiring
both internal and external marketing. The process of creating customer service is valued,
distributed, and promoted. known as external marketing. Internal marketing describes the
ability of employees to serve clients by valuing services not only based on Technical quality
is important, but functional quality is also important (Yeni et al., 2019).
It takes several techniques or strategies to introduce a company's product to the market
so that it is known, tried, and trusted, leading to consumers needing it, even if they do not
want to use other goods or develop this product. In general, there are three main marketing
strategies:
Market evolution
In an effort to find new customers for a business. There are several ways to do this, including:
Search for new markets and market segments.
Setting up a brand to increase sales.
Product modification
Achieved through modifying product features that can attract new buyers.
Improve product strength, purity, and other qualities such as durability. Such
efforts will be effective If the quality of the product improves, then consumers are
aware of and believe in the improved quality, and they are interested in the
improvements that have been made.
Side improvements. This is achieved by giving the product more functionality and
safety.
In repair mode. Improving the appearance or design of manufactured goods
Change the marketing mix
There are various ways to increase sales, including:
Lower prices to attract new market segments.
Engage in more engaging advertising and promotional efforts.
Changing distribution channels to increase revenue or production numbers.
Promotion is included in the updated marketing mix from the third strategy point of
view. Promoting products to consumers is one of the techniques to improve product
marketing in economics and marketing. (Mawar & Aslami, 2021).
The Effect of Organizational Culture on the Implementation of Marketing Management
Culture has many interconnected components. From these different parts, a deep
understanding is required. These cultural elements affect international marketing, including:
Mateial Life
The main element of culture is its material component. The main material life is problematic
in the development of technology as a tool for the production, distribution and consumption of
goods and services. Environmental factors explain the different levels and types of demand
for consumer goods.
Language
Language is one of the difficulties that must be overcome in worldwide marketing. To be able
to establish relationships and communicate internationally, this language is one of the
obstacles, therefore language is considered the most important element in the success of
international marketing management.
Social Interaction
An equally important element is also the way in which community members relate to each
other. This interaction can be expressed as the concept of kinship.
Aesthetics
The concepts and viewpoints adopted by a culture that upholds attractiveness and taste are
referred to as aesthetics. Three principles govern aesthetic expression in the Asia-Pacific
region: (1) complexity and dressing (diversity of shapes, forms, and colors); (2) harmony and
natural scenery (such as mountains, flowers, and trees); and (3) simplicity.
Religion
In many communities, religion is important. When religion plays an important role in
consumers' lives, businesses need to recognize this. Companies can engage Muslim
consumers and grow their business in Islamic societies by ensuring the things they offer are
halal and adding halal labels on every product that will be advertised.
Education
One of the main ways of passing culture from one generation to the next is education. The
level of education and the quality of that education are two elements of education that matter
to global marketers. It is imperative that businesses consider the quality of education. The
gateway to addressing corporate demands is education.
Value System
Every culture has a set of core values that guide people's norms and expectations. Norms
influence how people feel about things and moral principles. A society's value system is very
important from an international marketing perspective. Product positioning and selection in
product design will be driven by local sentiments towards other cultures (Islam et al., 2023).
Every country has a different culture, so it is crucial for international management to
understand how culture affects global trade. It can be disastrous for a business if overseas
managers do not understand the culture of the country they are doing business in.
The following are some of the traits that managers who oversee international business
should be aware of as it relates to international business:
Culture is a reflection of learned behaviors that are passed down from one member
of a society to another.
Cultural components are connected.
Culture is adaptable, meaning it can change in response to outside events that impact
the community.
The realization of a society is of course determined by the culture that its members
accept. Those who share the culture are considered members of the society, while
those who do not share the culture are considered to be outside the society. the
following are some other opinions about the characteristics of culture, as follows:
o Learning: Culture is acquired through learning and experience; it is not
inherited or biological.
o Shared: Culture is not unique to individuals and individuals; people are
members of a collection of organizations or cultural divisions of society.
o Generational change: Culture is cumulative and is passed on from one
generation to the next, leading to generational change.
o Symbolic: Culture based on an individual's ability to represent or utilize one
item to characterize another.
o Exemplary: As culture is structured and interconnected, changes to one
aspect will also affect the other.
o Adaptability: The human ability to evolve and adapt is the foundation of
culture.
In marketing, there is the term marketing mix which formulates marketing strategies
that must be carried out by business actors into the 4Ps, namely product, price, place and
promotion. For product marketing efforts to be successful and successful in a highly dynamic
international context, strategic marketers must incorporate cultural characteristics when
developing marketing mix strategies. As a result, it is important to create a good marketing
mix program based on the following factors:
Product
Businesses in international marketing must be able to design goods that appeal to their target
audience. And from a global perspective, culture is an important tool for product
development. Because the products needed for each marketing niche and the methods used to
produce them are different. Compared to other goods such as cars and motorcycles, some
products, especially food, beverages, and apparel, have a very deep cultural connection and
affinity. For cultural considerations, certain goods or services may also be prohibited or
restricted.
Price.
In culturally diverse regions, consumers' willingness to pay for goods will differ. Even items
that are considered of high value in one culture may be more valuable and worthwhile in
another.
Place (Distribution)
Strategic distribution can also be influenced by cultural factors. This depends on each person's
way of life and regional culture.
Promotion
Promotion is one of the four most frequently used components of the marketing mix.
Typically, culture will have a significant impact on a company's communication strategy.
Since advertising strategies that work well in one culture may work against them in another,
international marketers must be careful when conducting marketing communications through
advertising and other advertising promotion strategies.
The integration of marketing strategies and local culture will have an effect on
business continuity and successful product marketing, so it is important for international
marketers to understand this in relation to marketing strategies, especially the marketing mix
when formulating marketing strategies that are best suited to the highly dynamic international
target market of global marketers (Islam et al., 2023).
How to communicate is the key to success in business competition in the international
arena. It takes the right way of communication in the marketing field to win the competition.
This way of communicating is strongly influenced by cultural factors, so culture here has a
very important influence on the success of companies in going international. One of them
affects the leader's decision in making a policy. Marketing strategies with a broad scope to
cross-culture are indispensable in developing and introducing businesses on the international
stage international. So these leaders must have a high awareness of the different business
cultures. A manager's approach is influenced by their leadership. Less supportive leadership
in this situation results from a lack of trust in subordinates and excessive caution, which
inhibits employees from using creativity in their work. In other words, the current government
system is a directive system. This is clearly contrary to the spirit of strategic management,
which provides opportunities for employees to participate in project planning,
implementation, and evaluation (Dewie Tri Wijayati, 2010). international marketing
communication, which can be seen from the point of view of values, consumers, thinking
methods, and linguistic points of view, is a form of communication to reduce the emergence
of problems between people with different cultural backgrounds and different countries.
The rapid development of the business world and industry is also influenced by the
rapid flow of globalization. This encourages business people to start competing to increase
their economic and business scale towards the global market. To reach the global market,
there is a challenge to create unique business products, which are certainly supported by
cultural aspects. Culture impacts marketing strategies in two ways: marketers can combine
these two approaches, or they can modify international marketing tactics to better suit
regional cultural variants. One of these, in the field of applied marketing, is the global
standardization of advertising content. Empirical research shows that when there is a
significant cultural gap between a company's headquarters, where it is located, and a new area
of its target market, conditions for strategic promotion arise.
Cultural factors, such as customer purchasing behavior and habits that affect the
implementation of inventory policies, must also be taken into account when executing
distribution plans, which are components of marketing policies. For example, European
regions are accustomed to large-scale consumption to coincide with certain seasons, but Asian
regions, which experience only two seasons, have a pattern of immediate storage and small-
scale consumption. To enable this culture demands a pattern of product marketing approach
that suits the regional circumstances. (Gunanto & Gusti, 2017).
Conclusions
One factor that traders believe contributes to market competition is market location.
International business professionals who recognize that there are cultures that are different
from their own and that they must learn about these cultural traits in order to make
adjustments can adapt or coexist with other cultures. When people from one culture cannot
understand cultural differences defined in communication practices, customs, and culture, as
well as thought processing in the context of another culture, problems in cross-cultural
marketing communication sometimes develop. Communication methods are one of the keys
to success in commercial competitiveness on a global scale. In the world of marketing,
winning the competition requires the right communication. This form of communication is
greatly influenced by cultural characteristics, therefore culture has a significant influence on
how well companies enter the global market. Every country has a different culture, so it is
very important for international management to understand how culture affects global trade.
Market Competition
Based on literature sources on strategic management, companies can maintain their
competitive advantage by optimizing the utilization of their assets and skills.
In the context of trade liberalization, interactions between local stakeholders and
domestic firms have a comparative advantage over foreign firms, but may face challenges in
competing on cost. Therefore, the author argues that by strengthening relationships with local
consumers, employees, and other stakeholders, domestic companies can respond to
intensifying competition from foreign companies. To disadvantage their competitors, firms
can utilize social and environmental initiatives to differentiate themselves and create "soft"
trade barriers.
Traders consider market location to be a contributing factor to market competition.
Consumer convenience and proximity to consumers as well as the distance between
traditional stores and modern stores in the same service area are the main factors that can
influence consumer preferences.
Theory and previous research show that the level of market competition can be
reflected by the level of market concentration. When markets have a wide range of
interchangeable products, high market concentration may indicate intense competition.
However, if costs or market entry are different, lower market concentration may indicate less
competition (Prasetia, 2021).
Organizational Culture
Culture can be explained as the totality of man-made beliefs, rules, techniques,
institutions and artifacts that characterize a human population. Therefore, culture consists of
behavioral patterns learned by members of a particular society, describing the unique lifestyle
of a group or individual.
In the context of international business professionals, they can adapt or coexist with
other cultures by recognizing the cultural diversity of their own culture and learning about the
cultural traits to make adjustments. E.T. Hall suggests two ways to adapt to culture, namely:
Become one with the culture for a lifetime in the country.
Following a sophisticated and comprehensive training program that covers key
characteristics of the culture, including the culture itself.
It is important to note that some cultural characteristics that have relevance to
international business are as follows:
Culture reflects learned behavior that is transmitted from one member of a society to
another.
The relationship between elements of culture (interrelated), meaning that each
element in culture is interconnected with one another.
Culture is adaptable, which means that culture can change according to the influence
of external forces that affect the society.
Culture is shared by members of a society, and determines their membership in a
society. People who share the same culture are considered members of a society,
while those who do not share it are considered outside the boundaries of that society
(Islam et al., 2023).
Social class, culture, and subculture significantly influence consumer behavior when
making purchases. A person's culture essentially determines their desires and actions.
As a marketer, it is important to pay attention to the cultural values of different
countries to know the most suitable way to detect or gain new opportunities for product
innovation and sell existing products. Cross-border communication for commercial purposes
is a form of communication in the international market. Communication between individuals
from the same culture is still often difficult, let alone communication between individuals
from different cultures in terms of language, values, customers, and ways of thinking will be
more difficult and carry a high risk of miscommunication. This often happens because
individuals from one culture are unaware of the differences in cultural practices, such as
communication, traditions, and thought processes, in another culture. The hypothesis that
advertising content differs by country can be supported through marketing communication
literature focusing on advertising.
Social knowledge in an organization such as employee attitudes and behaviors formed
from rules, norms, and values can define an organizational culture. J. Chatman and DL
Caldwell, as stated in Colquitt et al., define organizational culture as social knowledge shared
within an organization about rules, norms, and values that shape employee attitudes and
behavior (Colquitt, et al, 2009: 546). Therefore, great practical value in marketing
communications can be made by understanding the importance of cultural values in
advertising. Building on cultural differences should be a guide to developing international
marketing communication strategies (Munson and McIntyre, 1979). Ignoring the cultural
implications contained in advertising can cause consumers to misinterpret the information
they receive. This miscommunication is often the cause of business failure in international
markets.
Knowledge of the market's cultural environment can be leveraged when marketers
discuss consumer tastes, purchasing behavior, and product usage patterns. To customize
marketing communication strategies to be accepted by consumers, it is not enough for
commercial enterprises to focus on cultural differences alone. However, companies also need
to find cultural similarities to seize opportunities and revise standard marketing strategies
based on cultural information-based marketing communication theory. The ability to carefully
handle cultural conventions and differences in the global market is an important task in
marketing.
International business is often conducted across cultures, and managers' awareness of
cross-cultural areas prone to communication barriers and conflicts can improve marketing
communication. The discovery by individuals from different cultures of new ways of solving
problems by incorporating solutions that focus on cultural aspects and look at problems from
other perspectives, can support international business success. (Prasetia, 2021).
Marketing Strategy
Strategy is a multidimensional concept that includes all important organizational
activities such as creating a sense of unity, organizational rules and goals and creating
opportunities for significant change (Jumingan, 2015). Strategy is a way, tactics, techniques,
tactics, tactics and knowledge to use all sources that contain insight in one's journey to take
action to achieve predetermined goals. Overall, a strategy can be understood as a set of
options for planning and implementing a plan of action and allocating resources important
resources to achieve a goal, taking into account reasonable competitive advantages, ideas,
comparisons, and sustainable resonance in the ideal and long-term direction or the
organization.
Rangkuti (2014) states that strategy is described as one of the business tools to achieve
long-term goals. Siagian (2012) explains that every company organization must deal with two
types of environments, namely internal and external. The size of the company determines the
complexity of the form, type and nature of participation in the increasingly difficult and
complex decision-making process. Therefore, strategic management is needed to manage
these various activities. The definition of strategic management is managing all decisions as
well as the implementation and evaluation of decisions to achieve organizational goals and
objectives (Aditua & Silalahi, 2016).
The process of organizing, coordinating, and managing resources to achieve goals
effectively and efficiently can be defined as management. Effective means achieving goals in
accordance with the strategy, while efficient means that current activities are completed
properly, regularly, and on schedule. (Sholikhah, 2021).
Marketing is the process of organizing, implementing, and supervising programs
intended to establish, expand, and maintain profitable exchanges in order to successfully
achieve the goals that the organization or company has set for itself. Decision-making
procedures based on marketing principles and management processes such as analysis,
planning, policy implementation, plans and strategies, tactics, and control are included in the
application of management science.
Marketing is the analysis, planning, implementation, and control of programs intended
to achieve corporate goals by creating, developing, and maintaining profitable exchanges with
target customers. Marketing is intended so that sellers understand, recognize, and understand
excessively to consumers so that the product or service is in accordance with consumer
desires and sells itself.
According to Abdullah and Tantri (2016) the results of the interaction of various
activities in which individuals and groups get their needs and wants through the process of
creating, offering, and trading goods with each other.
To develop an effective marketing strategy, marketers need to be aware of the types of
problem-solving techniques that consumers use when choosing a product or service. Abdullah
and Tantri (2016) state that when formulating a strategy, product managers must consult with
the purchasing and production departments to guarantee that sufficient raw resources are
available and produce sufficient units to achieve the desired results, as well as with sales
managers to obtain personnel-related support.
A marketing plan can be considered in light of the aforementioned idea of requiring
both internal and external marketing. The process of creating customer service is valued,
distributed, and promoted. known as external marketing. Internal marketing describes the
ability of employees to serve clients by valuing services not only based on Technical quality
is important, but functional quality is also important (Yeni et al., 2019).
It takes several techniques or strategies to introduce a company's product to the market
so that it is known, tried, and trusted, leading to consumers needing it, even if they do not
want to use other goods or develop this product. In general, there are three main marketing
strategies:
Market evolution
In an effort to find new customers for a business. There are several ways to do this, including:
Search for new markets and market segments.
Setting up a brand to increase sales.
Product modification
Achieved through modifying product features that can attract new buyers.
Improve product strength, purity, and other qualities such as durability. Such
efforts will be effective If the quality of the product improves, then consumers are
aware of and believe in the improved quality, and they are interested in the
improvements that have been made.
Side improvements. This is achieved by giving the product more functionality and
safety.
In repair mode. Improving the appearance or design of manufactured goods
Change the marketing mix
There are various ways to increase sales, including:
Lower prices to attract new market segments.
Engage in more engaging advertising and promotional efforts.
Changing distribution channels to increase revenue or production numbers.
Promotion is included in the updated marketing mix from the third strategy point of
view. Promoting products to consumers is one of the techniques to improve product
marketing in economics and marketing. (Mawar & Aslami, 2021).
The Effect of Organizational Culture on the Implementation of Marketing Management
Culture has many interconnected components. From these different parts, a deep
understanding is required. These cultural elements affect international marketing, including:
Mateial Life
The main element of culture is its material component. The main material life is problematic
in the development of technology as a tool for the production, distribution and consumption of
goods and services. Environmental factors explain the different levels and types of demand
for consumer goods.
Language
Language is one of the difficulties that must be overcome in worldwide marketing. To be able
to establish relationships and communicate internationally, this language is one of the
obstacles, therefore language is considered the most important element in the success of
international marketing management.
Social Interaction
An equally important element is also the way in which community members relate to each
other. This interaction can be expressed as the concept of kinship.
Aesthetics
The concepts and viewpoints adopted by a culture that upholds attractiveness and taste are
referred to as aesthetics. Three principles govern aesthetic expression in the Asia-Pacific
region: (1) complexity and dressing (diversity of shapes, forms, and colors); (2) harmony and
natural scenery (such as mountains, flowers, and trees); and (3) simplicity.
Religion
In many communities, religion is important. When religion plays an important role in
consumers' lives, businesses need to recognize this. Companies can engage Muslim
consumers and grow their business in Islamic societies by ensuring the things they offer are
halal and adding halal labels on every product that will be advertised.
Education
One of the main ways of passing culture from one generation to the next is education. The
level of education and the quality of that education are two elements of education that matter
to global marketers. It is imperative that businesses consider the quality of education. The
gateway to addressing corporate demands is education.
Value System
Every culture has a set of core values that guide people's norms and expectations. Norms
influence how people feel about things and moral principles. A society's value system is very
important from an international marketing perspective. Product positioning and selection in
product design will be driven by local sentiments towards other cultures (Islam et al., 2023).
Every country has a different culture, so it is crucial for international management to
understand how culture affects global trade. It can be disastrous for a business if overseas
managers do not understand the culture of the country they are doing business in.
The following are some of the traits that managers who oversee international business
should be aware of as it relates to international business:
Culture is a reflection of learned behaviors that are passed down from one member
of a society to another.
Cultural components are connected.
Culture is adaptable, meaning it can change in response to outside events that impact
the community.
The realization of a society is of course determined by the culture that its members
accept. Those who share the culture are considered members of the society, while
those who do not share the culture are considered to be outside the society. the
following are some other opinions about the characteristics of culture, as follows:
o Learning: Culture is acquired through learning and experience; it is not
inherited or biological.
o Shared: Culture is not unique to individuals and individuals; people are
members of a collection of organizations or cultural divisions of society.
o Generational change: Culture is cumulative and is passed on from one
generation to the next, leading to generational change.
o Symbolic: Culture based on an individual's ability to represent or utilize one
item to characterize another.
o Exemplary: As culture is structured and interconnected, changes to one
aspect will also affect the other.
o Adaptability: The human ability to evolve and adapt is the foundation of
culture.
In marketing, there is the term marketing mix which formulates marketing strategies
that must be carried out by business actors into the 4Ps, namely product, price, place and
promotion. For product marketing efforts to be successful and successful in a highly dynamic
international context, strategic marketers must incorporate cultural characteristics when
developing marketing mix strategies. As a result, it is important to create a good marketing
mix program based on the following factors:
Product
Businesses in international marketing must be able to design goods that appeal to their target
audience. And from a global perspective, culture is an important tool for product
development. Because the products needed for each marketing niche and the methods used to
produce them are different. Compared to other goods such as cars and motorcycles, some
products, especially food, beverages, and apparel, have a very deep cultural connection and
affinity. For cultural considerations, certain goods or services may also be prohibited or
restricted.
Price.
In culturally diverse regions, consumers' willingness to pay for goods will differ. Even items
that are considered of high value in one culture may be more valuable and worthwhile in
another.
Place (Distribution)
Strategic distribution can also be influenced by cultural factors. This depends on each person's
way of life and regional culture.
Promotion
Promotion is one of the four most frequently used components of the marketing mix.
Typically, culture will have a significant impact on a company's communication strategy.
Since advertising strategies that work well in one culture may work against them in another,
international marketers must be careful when conducting marketing communications through
advertising and other advertising promotion strategies.
The integration of marketing strategies and local culture will have an effect on
business continuity and successful product marketing, so it is important for international
marketers to understand this in relation to marketing strategies, especially the marketing mix
when formulating marketing strategies that are best suited to the highly dynamic international
target market of global marketers (Islam et al., 2023).
How to communicate is the key to success in business competition in the international
arena. It takes the right way of communication in the marketing field to win the competition.
This way of communicating is strongly influenced by cultural factors, so culture here has a
very important influence on the success of companies in going international. One of them
affects the leader's decision in making a policy. Marketing strategies with a broad scope to
cross-culture are indispensable in developing and introducing businesses on the international
stage international. So these leaders must have a high awareness of the different business
cultures. A manager's approach is influenced by their leadership. Less supportive leadership
in this situation results from a lack of trust in subordinates and excessive caution, which
inhibits employees from using creativity in their work. In other words, the current government
system is a directive system. This is clearly contrary to the spirit of strategic management,
which provides opportunities for employees to participate in project planning,
implementation, and evaluation (Dewie Tri Wijayati, 2010). international marketing
communication, which can be seen from the point of view of values, consumers, thinking
methods, and linguistic points of view, is a form of communication to reduce the emergence
of problems between people with different cultural backgrounds and different countries.
The rapid development of the business world and industry is also influenced by the
rapid flow of globalization. This encourages business people to start competing to increase
their economic and business scale towards the global market. To reach the global market,
there is a challenge to create unique business products, which are certainly supported by
cultural aspects. Culture impacts marketing strategies in two ways: marketers can combine
these two approaches, or they can modify international marketing tactics to better suit
regional cultural variants. One of these, in the field of applied marketing, is the global
standardization of advertising content. Empirical research shows that when there is a
significant cultural gap between a company's headquarters, where it is located, and a new area
of its target market, conditions for strategic promotion arise.
Cultural factors, such as customer purchasing behavior and habits that affect the
implementation of inventory policies, must also be taken into account when executing
distribution plans, which are components of marketing policies. For example, European
regions are accustomed to large-scale consumption to coincide with certain seasons, but Asian
regions, which experience only two seasons, have a pattern of immediate storage and small-
scale consumption. To enable this culture demands a pattern of product marketing approach
that suits the regional circumstances. (Gunanto & Gusti, 2017).
Conclusions
One factor that traders believe contributes to market competition is market location.
International business professionals who recognize that there are cultures that are different
from their own and that they must learn about these cultural traits in order to make
adjustments can adapt or coexist with other cultures. When people from one culture cannot
understand cultural differences defined in communication practices, customs, and culture, as
well as thought processing in the context of another culture, problems in cross-cultural
marketing communication sometimes develop. Communication methods are one of the keys
to success in commercial competitiveness on a global scale. In the world of marketing,
winning the competition requires the right communication. This form of communication is
greatly influenced by cultural characteristics, therefore culture has a significant influence on
how well companies enter the global market. Every country has a different culture, so it is
very important for international management to understand how culture affects global trade.
Market Competition
Based on literature sources on strategic management, companies can maintain their
competitive advantage by optimizing the utilization of their assets and skills.
In the context of trade liberalization, interactions between local stakeholders and
domestic firms have a comparative advantage over foreign firms, but may face challenges in
competing on cost. Therefore, the author argues that by strengthening relationships with local
consumers, employees, and other stakeholders, domestic companies can respond to
intensifying competition from foreign companies. To disadvantage their competitors, firms
can utilize social and environmental initiatives to differentiate themselves and create "soft"
trade barriers.
Traders consider market location to be a contributing factor to market competition.
Consumer convenience and proximity to consumers as well as the distance between
traditional stores and modern stores in the same service area are the main factors that can
influence consumer preferences.
Theory and previous research show that the level of market competition can be
reflected by the level of market concentration. When markets have a wide range of
interchangeable products, high market concentration may indicate intense competition.
However, if costs or market entry are different, lower market concentration may indicate less
competition (Prasetia, 2021).
Organizational Culture
Culture can be explained as the totality of man-made beliefs, rules, techniques,
institutions and artifacts that characterize a human population. Therefore, culture consists of
behavioral patterns learned by members of a particular society, describing the unique lifestyle
of a group or individual.
In the context of international business professionals, they can adapt or coexist with
other cultures by recognizing the cultural diversity of their own culture and learning about the
cultural traits to make adjustments. E.T. Hall suggests two ways to adapt to culture, namely:
Become one with the culture for a lifetime in the country.
Following a sophisticated and comprehensive training program that covers key
characteristics of the culture, including the culture itself.
It is important to note that some cultural characteristics that have relevance to
international business are as follows:
Culture reflects learned behavior that is transmitted from one member of a society to
another.
The relationship between elements of culture (interrelated), meaning that each
element in culture is interconnected with one another.
Culture is adaptable, which means that culture can change according to the influence
of external forces that affect the society.
Culture is shared by members of a society, and determines their membership in a
society. People who share the same culture are considered members of a society,
while those who do not share it are considered outside the boundaries of that society
(Islam et al., 2023).
Social class, culture, and subculture significantly influence consumer behavior when
making purchases. A person's culture essentially determines their desires and actions.
As a marketer, it is important to pay attention to the cultural values of different
countries to know the most suitable way to detect or gain new opportunities for product
innovation and sell existing products. Cross-border communication for commercial purposes
is a form of communication in the international market. Communication between individuals
from the same culture is still often difficult, let alone communication between individuals
from different cultures in terms of language, values, customers, and ways of thinking will be
more difficult and carry a high risk of miscommunication. This often happens because
individuals from one culture are unaware of the differences in cultural practices, such as
communication, traditions, and thought processes, in another culture. The hypothesis that
advertising content differs by country can be supported through marketing communication
literature focusing on advertising.
Social knowledge in an organization such as employee attitudes and behaviors formed
from rules, norms, and values can define an organizational culture. J. Chatman and DL
Caldwell, as stated in Colquitt et al., define organizational culture as social knowledge shared
within an organization about rules, norms, and values that shape employee attitudes and
behavior (Colquitt, et al, 2009: 546). Therefore, great practical value in marketing
communications can be made by understanding the importance of cultural values in
advertising. Building on cultural differences should be a guide to developing international
marketing communication strategies (Munson and McIntyre, 1979). Ignoring the cultural
implications contained in advertising can cause consumers to misinterpret the information
they receive. This miscommunication is often the cause of business failure in international
markets.
Knowledge of the market's cultural environment can be leveraged when marketers
discuss consumer tastes, purchasing behavior, and product usage patterns. To customize
marketing communication strategies to be accepted by consumers, it is not enough for
commercial enterprises to focus on cultural differences alone. However, companies also need
to find cultural similarities to seize opportunities and revise standard marketing strategies
based on cultural information-based marketing communication theory. The ability to carefully
handle cultural conventions and differences in the global market is an important task in
marketing.
International business is often conducted across cultures, and managers' awareness of
cross-cultural areas prone to communication barriers and conflicts can improve marketing
communication. The discovery by individuals from different cultures of new ways of solving
problems by incorporating solutions that focus on cultural aspects and look at problems from
other perspectives, can support international business success. (Prasetia, 2021).
Marketing Strategy
Strategy is a multidimensional concept that includes all important organizational
activities such as creating a sense of unity, organizational rules and goals and creating
opportunities for significant change (Jumingan, 2015). Strategy is a way, tactics, techniques,
tactics, tactics and knowledge to use all sources that contain insight in one's journey to take
action to achieve predetermined goals. Overall, a strategy can be understood as a set of
options for planning and implementing a plan of action and allocating resources important
resources to achieve a goal, taking into account reasonable competitive advantages, ideas,
comparisons, and sustainable resonance in the ideal and long-term direction or the
organization.
Rangkuti (2014) states that strategy is described as one of the business tools to achieve
long-term goals. Siagian (2012) explains that every company organization must deal with two
types of environments, namely internal and external. The size of the company determines the
complexity of the form, type and nature of participation in the increasingly difficult and
complex decision-making process. Therefore, strategic management is needed to manage
these various activities. The definition of strategic management is managing all decisions as
well as the implementation and evaluation of decisions to achieve organizational goals and
objectives (Aditua & Silalahi, 2016).
The process of organizing, coordinating, and managing resources to achieve goals
effectively and efficiently can be defined as management. Effective means achieving goals in
accordance with the strategy, while efficient means that current activities are completed
properly, regularly, and on schedule. (Sholikhah, 2021).
Marketing is the process of organizing, implementing, and supervising programs
intended to establish, expand, and maintain profitable exchanges in order to successfully
achieve the goals that the organization or company has set for itself. Decision-making
procedures based on marketing principles and management processes such as analysis,
planning, policy implementation, plans and strategies, tactics, and control are included in the
application of management science.
Marketing is the analysis, planning, implementation, and control of programs intended
to achieve corporate goals by creating, developing, and maintaining profitable exchanges with
target customers. Marketing is intended so that sellers understand, recognize, and understand
excessively to consumers so that the product or service is in accordance with consumer
desires and sells itself.
According to Abdullah and Tantri (2016) the results of the interaction of various
activities in which individuals and groups get their needs and wants through the process of
creating, offering, and trading goods with each other.
To develop an effective marketing strategy, marketers need to be aware of the types of
problem-solving techniques that consumers use when choosing a product or service. Abdullah
and Tantri (2016) state that when formulating a strategy, product managers must consult with
the purchasing and production departments to guarantee that sufficient raw resources are
available and produce sufficient units to achieve the desired results, as well as with sales
managers to obtain personnel-related support.
A marketing plan can be considered in light of the aforementioned idea of requiring
both internal and external marketing. The process of creating customer service is valued,
distributed, and promoted. known as external marketing. Internal marketing describes the
ability of employees to serve clients by valuing services not only based on Technical quality
is important, but functional quality is also important (Yeni et al., 2019).
It takes several techniques or strategies to introduce a company's product to the market
so that it is known, tried, and trusted, leading to consumers needing it, even if they do not
want to use other goods or develop this product. In general, there are three main marketing
strategies:
Market evolution
In an effort to find new customers for a business. There are several ways to do this, including:
Search for new markets and market segments.
Setting up a brand to increase sales.
Product modification
Achieved through modifying product features that can attract new buyers.
Improve product strength, purity, and other qualities such as durability. Such
efforts will be effective If the quality of the product improves, then consumers are
aware of and believe in the improved quality, and they are interested in the
improvements that have been made.
Side improvements. This is achieved by giving the product more functionality and
safety.
In repair mode. Improving the appearance or design of manufactured goods
Change the marketing mix
There are various ways to increase sales, including:
Lower prices to attract new market segments.
Engage in more engaging advertising and promotional efforts.
Changing distribution channels to increase revenue or production numbers.
Promotion is included in the updated marketing mix from the third strategy point of
view. Promoting products to consumers is one of the techniques to improve product
marketing in economics and marketing. (Mawar & Aslami, 2021).
The Effect of Organizational Culture on the Implementation of Marketing Management
Culture has many interconnected components. From these different parts, a deep
understanding is required. These cultural elements affect international marketing, including:
Mateial Life
The main element of culture is its material component. The main material life is problematic
in the development of technology as a tool for the production, distribution and consumption of
goods and services. Environmental factors explain the different levels and types of demand
for consumer goods.
Language
Language is one of the difficulties that must be overcome in worldwide marketing. To be able
to establish relationships and communicate internationally, this language is one of the
obstacles, therefore language is considered the most important element in the success of
international marketing management.
Social Interaction
An equally important element is also the way in which community members relate to each
other. This interaction can be expressed as the concept of kinship.
Aesthetics
The concepts and viewpoints adopted by a culture that upholds attractiveness and taste are
referred to as aesthetics. Three principles govern aesthetic expression in the Asia-Pacific
region: (1) complexity and dressing (diversity of shapes, forms, and colors); (2) harmony and
natural scenery (such as mountains, flowers, and trees); and (3) simplicity.
Religion
In many communities, religion is important. When religion plays an important role in
consumers' lives, businesses need to recognize this. Companies can engage Muslim
consumers and grow their business in Islamic societies by ensuring the things they offer are
halal and adding halal labels on every product that will be advertised.
Education
One of the main ways of passing culture from one generation to the next is education. The
level of education and the quality of that education are two elements of education that matter
to global marketers. It is imperative that businesses consider the quality of education. The
gateway to addressing corporate demands is education.
Value System
Every culture has a set of core values that guide people's norms and expectations. Norms
influence how people feel about things and moral principles. A society's value system is very
important from an international marketing perspective. Product positioning and selection in
product design will be driven by local sentiments towards other cultures (Islam et al., 2023).
Every country has a different culture, so it is crucial for international management to
understand how culture affects global trade. It can be disastrous for a business if overseas
managers do not understand the culture of the country they are doing business in.
The following are some of the traits that managers who oversee international business
should be aware of as it relates to international business:
Culture is a reflection of learned behaviors that are passed down from one member
of a society to another.
Cultural components are connected.
Culture is adaptable, meaning it can change in response to outside events that impact
the community.
The realization of a society is of course determined by the culture that its members
accept. Those who share the culture are considered members of the society, while
those who do not share the culture are considered to be outside the society. the
following are some other opinions about the characteristics of culture, as follows:
o Learning: Culture is acquired through learning and experience; it is not
inherited or biological.
o Shared: Culture is not unique to individuals and individuals; people are
members of a collection of organizations or cultural divisions of society.
o Generational change: Culture is cumulative and is passed on from one
generation to the next, leading to generational change.
o Symbolic: Culture based on an individual's ability to represent or utilize one
item to characterize another.
o Exemplary: As culture is structured and interconnected, changes to one
aspect will also affect the other.
o Adaptability: The human ability to evolve and adapt is the foundation of
culture.
In marketing, there is the term marketing mix which formulates marketing strategies
that must be carried out by business actors into the 4Ps, namely product, price, place and
promotion. For product marketing efforts to be successful and successful in a highly dynamic
international context, strategic marketers must incorporate cultural characteristics when
developing marketing mix strategies. As a result, it is important to create a good marketing
mix program based on the following factors:
Product
Businesses in international marketing must be able to design goods that appeal to their target
audience. And from a global perspective, culture is an important tool for product
development. Because the products needed for each marketing niche and the methods used to
produce them are different. Compared to other goods such as cars and motorcycles, some
products, especially food, beverages, and apparel, have a very deep cultural connection and
affinity. For cultural considerations, certain goods or services may also be prohibited or
restricted.
Price.
In culturally diverse regions, consumers' willingness to pay for goods will differ. Even items
that are considered of high value in one culture may be more valuable and worthwhile in
another.
Place (Distribution)
Strategic distribution can also be influenced by cultural factors. This depends on each person's
way of life and regional culture.
Promotion
Promotion is one of the four most frequently used components of the marketing mix.
Typically, culture will have a significant impact on a company's communication strategy.
Since advertising strategies that work well in one culture may work against them in another,
international marketers must be careful when conducting marketing communications through
advertising and other advertising promotion strategies.
The integration of marketing strategies and local culture will have an effect on
business continuity and successful product marketing, so it is important for international
marketers to understand this in relation to marketing strategies, especially the marketing mix
when formulating marketing strategies that are best suited to the highly dynamic international
target market of global marketers (Islam et al., 2023).
How to communicate is the key to success in business competition in the international
arena. It takes the right way of communication in the marketing field to win the competition.
This way of communicating is strongly influenced by cultural factors, so culture here has a
very important influence on the success of companies in going international. One of them
affects the leader's decision in making a policy. Marketing strategies with a broad scope to
cross-culture are indispensable in developing and introducing businesses on the international
stage international. So these leaders must have a high awareness of the different business
cultures. A manager's approach is influenced by their leadership. Less supportive leadership
in this situation results from a lack of trust in subordinates and excessive caution, which
inhibits employees from using creativity in their work. In other words, the current government
system is a directive system. This is clearly contrary to the spirit of strategic management,
which provides opportunities for employees to participate in project planning,
implementation, and evaluation (Dewie Tri Wijayati, 2010). international marketing
communication, which can be seen from the point of view of values, consumers, thinking
methods, and linguistic points of view, is a form of communication to reduce the emergence
of problems between people with different cultural backgrounds and different countries.
The rapid development of the business world and industry is also influenced by the
rapid flow of globalization. This encourages business people to start competing to increase
their economic and business scale towards the global market. To reach the global market,
there is a challenge to create unique business products, which are certainly supported by
cultural aspects. Culture impacts marketing strategies in two ways: marketers can combine
these two approaches, or they can modify international marketing tactics to better suit
regional cultural variants. One of these, in the field of applied marketing, is the global
standardization of advertising content. Empirical research shows that when there is a
significant cultural gap between a company's headquarters, where it is located, and a new area
of its target market, conditions for strategic promotion arise.
Cultural factors, such as customer purchasing behavior and habits that affect the
implementation of inventory policies, must also be taken into account when executing
distribution plans, which are components of marketing policies. For example, European
regions are accustomed to large-scale consumption to coincide with certain seasons, but Asian
regions, which experience only two seasons, have a pattern of immediate storage and small-
scale consumption. To enable this culture demands a pattern of product marketing approach
that suits the regional circumstances. (Gunanto & Gusti, 2017).
Conclusions
One factor that traders believe contributes to market competition is market location.
International business professionals who recognize that there are cultures that are different
from their own and that they must learn about these cultural traits in order to make
adjustments can adapt or coexist with other cultures. When people from one culture cannot
understand cultural differences defined in communication practices, customs, and culture, as
well as thought processing in the context of another culture, problems in cross-cultural
marketing communication sometimes develop. Communication methods are one of the keys
to success in commercial competitiveness on a global scale. In the world of marketing,
winning the competition requires the right communication. This form of communication is
greatly influenced by cultural characteristics, therefore culture has a significant influence on
how well companies enter the global market. Every country has a different culture, so it is
very important for international management to understand how culture affects global trade.
Market Competition
Based on literature sources on strategic management, companies can maintain their
competitive advantage by optimizing the utilization of their assets and skills.
In the context of trade liberalization, interactions between local stakeholders and
domestic firms have a comparative advantage over foreign firms, but may face challenges in
competing on cost. Therefore, the author argues that by strengthening relationships with local
consumers, employees, and other stakeholders, domestic companies can respond to
intensifying competition from foreign companies. To disadvantage their competitors, firms
can utilize social and environmental initiatives to differentiate themselves and create "soft"
trade barriers.
Traders consider market location to be a contributing factor to market competition.
Consumer convenience and proximity to consumers as well as the distance between
traditional stores and modern stores in the same service area are the main factors that can
influence consumer preferences.
Theory and previous research show that the level of market competition can be
reflected by the level of market concentration. When markets have a wide range of
interchangeable products, high market concentration may indicate intense competition.
However, if costs or market entry are different, lower market concentration may indicate less
competition (Prasetia, 2021).
Organizational Culture
Culture can be explained as the totality of man-made beliefs, rules, techniques,
institutions and artifacts that characterize a human population. Therefore, culture consists of
behavioral patterns learned by members of a particular society, describing the unique lifestyle
of a group or individual.
In the context of international business professionals, they can adapt or coexist with
other cultures by recognizing the cultural diversity of their own culture and learning about the
cultural traits to make adjustments. E.T. Hall suggests two ways to adapt to culture, namely:
Become one with the culture for a lifetime in the country.
Following a sophisticated and comprehensive training program that covers key
characteristics of the culture, including the culture itself.
It is important to note that some cultural characteristics that have relevance to
international business are as follows:
Culture reflects learned behavior that is transmitted from one member of a society to
another.
The relationship between elements of culture (interrelated), meaning that each
element in culture is interconnected with one another.
Culture is adaptable, which means that culture can change according to the influence
of external forces that affect the society.
Culture is shared by members of a society, and determines their membership in a
society. People who share the same culture are considered members of a society,
while those who do not share it are considered outside the boundaries of that society
(Islam et al., 2023).
Social class, culture, and subculture significantly influence consumer behavior when
making purchases. A person's culture essentially determines their desires and actions.
As a marketer, it is important to pay attention to the cultural values of different
countries to know the most suitable way to detect or gain new opportunities for product
innovation and sell existing products. Cross-border communication for commercial purposes
is a form of communication in the international market. Communication between individuals
from the same culture is still often difficult, let alone communication between individuals
from different cultures in terms of language, values, customers, and ways of thinking will be
more difficult and carry a high risk of miscommunication. This often happens because
individuals from one culture are unaware of the differences in cultural practices, such as
communication, traditions, and thought processes, in another culture. The hypothesis that
advertising content differs by country can be supported through marketing communication
literature focusing on advertising.
Social knowledge in an organization such as employee attitudes and behaviors formed
from rules, norms, and values can define an organizational culture. J. Chatman and DL
Caldwell, as stated in Colquitt et al., define organizational culture as social knowledge shared
within an organization about rules, norms, and values that shape employee attitudes and
behavior (Colquitt, et al, 2009: 546). Therefore, great practical value in marketing
communications can be made by understanding the importance of cultural values in
advertising. Building on cultural differences should be a guide to developing international
marketing communication strategies (Munson and McIntyre, 1979). Ignoring the cultural
implications contained in advertising can cause consumers to misinterpret the information
they receive. This miscommunication is often the cause of business failure in international
markets.
Knowledge of the market's cultural environment can be leveraged when marketers
discuss consumer tastes, purchasing behavior, and product usage patterns. To customize
marketing communication strategies to be accepted by consumers, it is not enough for
commercial enterprises to focus on cultural differences alone. However, companies also need
to find cultural similarities to seize opportunities and revise standard marketing strategies
based on cultural information-based marketing communication theory. The ability to carefully
handle cultural conventions and differences in the global market is an important task in
marketing.
International business is often conducted across cultures, and managers' awareness of
cross-cultural areas prone to communication barriers and conflicts can improve marketing
communication. The discovery by individuals from different cultures of new ways of solving
problems by incorporating solutions that focus on cultural aspects and look at problems from
other perspectives, can support international business success. (Prasetia, 2021).
Marketing Strategy
Strategy is a multidimensional concept that includes all important organizational
activities such as creating a sense of unity, organizational rules and goals and creating
opportunities for significant change (Jumingan, 2015). Strategy is a way, tactics, techniques,
tactics, tactics and knowledge to use all sources that contain insight in one's journey to take
action to achieve predetermined goals. Overall, a strategy can be understood as a set of
options for planning and implementing a plan of action and allocating resources important
resources to achieve a goal, taking into account reasonable competitive advantages, ideas,
comparisons, and sustainable resonance in the ideal and long-term direction or the
organization.
Rangkuti (2014) states that strategy is described as one of the business tools to achieve
long-term goals. Siagian (2012) explains that every company organization must deal with two
types of environments, namely internal and external. The size of the company determines the
complexity of the form, type and nature of participation in the increasingly difficult and
complex decision-making process. Therefore, strategic management is needed to manage
these various activities. The definition of strategic management is managing all decisions as
well as the implementation and evaluation of decisions to achieve organizational goals and
objectives (Aditua & Silalahi, 2016).
The process of organizing, coordinating, and managing resources to achieve goals
effectively and efficiently can be defined as management. Effective means achieving goals in
accordance with the strategy, while efficient means that current activities are completed
properly, regularly, and on schedule. (Sholikhah, 2021).
Marketing is the process of organizing, implementing, and supervising programs
intended to establish, expand, and maintain profitable exchanges in order to successfully
achieve the goals that the organization or company has set for itself. Decision-making
procedures based on marketing principles and management processes such as analysis,
planning, policy implementation, plans and strategies, tactics, and control are included in the
application of management science.
Marketing is the analysis, planning, implementation, and control of programs intended
to achieve corporate goals by creating, developing, and maintaining profitable exchanges with
target customers. Marketing is intended so that sellers understand, recognize, and understand
excessively to consumers so that the product or service is in accordance with consumer
desires and sells itself.
According to Abdullah and Tantri (2016) the results of the interaction of various
activities in which individuals and groups get their needs and wants through the process of
creating, offering, and trading goods with each other.
To develop an effective marketing strategy, marketers need to be aware of the types of
problem-solving techniques that consumers use when choosing a product or service. Abdullah
and Tantri (2016) state that when formulating a strategy, product managers must consult with
the purchasing and production departments to guarantee that sufficient raw resources are
available and produce sufficient units to achieve the desired results, as well as with sales
managers to obtain personnel-related support.
A marketing plan can be considered in light of the aforementioned idea of requiring
both internal and external marketing. The process of creating customer service is valued,
distributed, and promoted. known as external marketing. Internal marketing describes the
ability of employees to serve clients by valuing services not only based on Technical quality
is important, but functional quality is also important (Yeni et al., 2019).
It takes several techniques or strategies to introduce a company's product to the market
so that it is known, tried, and trusted, leading to consumers needing it, even if they do not
want to use other goods or develop this product. In general, there are three main marketing
strategies:
Market evolution
In an effort to find new customers for a business. There are several ways to do this, including:
Search for new markets and market segments.
Setting up a brand to increase sales.
Product modification
Achieved through modifying product features that can attract new buyers.
Improve product strength, purity, and other qualities such as durability. Such
efforts will be effective If the quality of the product improves, then consumers are
aware of and believe in the improved quality, and they are interested in the
improvements that have been made.
Side improvements. This is achieved by giving the product more functionality and
safety.
In repair mode. Improving the appearance or design of manufactured goods
Change the marketing mix
There are various ways to increase sales, including:
Lower prices to attract new market segments.
Engage in more engaging advertising and promotional efforts.
Changing distribution channels to increase revenue or production numbers.
Promotion is included in the updated marketing mix from the third strategy point of
view. Promoting products to consumers is one of the techniques to improve product
marketing in economics and marketing. (Mawar & Aslami, 2021).
The Effect of Organizational Culture on the Implementation of Marketing Management
Culture has many interconnected components. From these different parts, a deep
understanding is required. These cultural elements affect international marketing, including:
Mateial Life
The main element of culture is its material component. The main material life is problematic
in the development of technology as a tool for the production, distribution and consumption of
goods and services. Environmental factors explain the different levels and types of demand
for consumer goods.
Language
Language is one of the difficulties that must be overcome in worldwide marketing. To be able
to establish relationships and communicate internationally, this language is one of the
obstacles, therefore language is considered the most important element in the success of
international marketing management.
Social Interaction
An equally important element is also the way in which community members relate to each
other. This interaction can be expressed as the concept of kinship.
Aesthetics
The concepts and viewpoints adopted by a culture that upholds attractiveness and taste are
referred to as aesthetics. Three principles govern aesthetic expression in the Asia-Pacific
region: (1) complexity and dressing (diversity of shapes, forms, and colors); (2) harmony and
natural scenery (such as mountains, flowers, and trees); and (3) simplicity.
Religion
In many communities, religion is important. When religion plays an important role in
consumers' lives, businesses need to recognize this. Companies can engage Muslim
consumers and grow their business in Islamic societies by ensuring the things they offer are
halal and adding halal labels on every product that will be advertised.
Education
One of the main ways of passing culture from one generation to the next is education. The
level of education and the quality of that education are two elements of education that matter
to global marketers. It is imperative that businesses consider the quality of education. The
gateway to addressing corporate demands is education.
Value System
Every culture has a set of core values that guide people's norms and expectations. Norms
influence how people feel about things and moral principles. A society's value system is very
important from an international marketing perspective. Product positioning and selection in
product design will be driven by local sentiments towards other cultures (Islam et al., 2023).
Every country has a different culture, so it is crucial for international management to
understand how culture affects global trade. It can be disastrous for a business if overseas
managers do not understand the culture of the country they are doing business in.
The following are some of the traits that managers who oversee international business
should be aware of as it relates to international business:
Culture is a reflection of learned behaviors that are passed down from one member
of a society to another.
Cultural components are connected.
Culture is adaptable, meaning it can change in response to outside events that impact
the community.
The realization of a society is of course determined by the culture that its members
accept. Those who share the culture are considered members of the society, while
those who do not share the culture are considered to be outside the society. the
following are some other opinions about the characteristics of culture, as follows:
o Learning: Culture is acquired through learning and experience; it is not
inherited or biological.
o Shared: Culture is not unique to individuals and individuals; people are
members of a collection of organizations or cultural divisions of society.
o Generational change: Culture is cumulative and is passed on from one
generation to the next, leading to generational change.
o Symbolic: Culture based on an individual's ability to represent or utilize one
item to characterize another.
o Exemplary: As culture is structured and interconnected, changes to one
aspect will also affect the other.
o Adaptability: The human ability to evolve and adapt is the foundation of
culture.
In marketing, there is the term marketing mix which formulates marketing strategies
that must be carried out by business actors into the 4Ps, namely product, price, place and
promotion. For product marketing efforts to be successful and successful in a highly dynamic
international context, strategic marketers must incorporate cultural characteristics when
developing marketing mix strategies. As a result, it is important to create a good marketing
mix program based on the following factors:
Product
Businesses in international marketing must be able to design goods that appeal to their target
audience. And from a global perspective, culture is an important tool for product
development. Because the products needed for each marketing niche and the methods used to
produce them are different. Compared to other goods such as cars and motorcycles, some
products, especially food, beverages, and apparel, have a very deep cultural connection and
affinity. For cultural considerations, certain goods or services may also be prohibited or
restricted.
Price.
In culturally diverse regions, consumers' willingness to pay for goods will differ. Even items
that are considered of high value in one culture may be more valuable and worthwhile in
another.
Place (Distribution)
Strategic distribution can also be influenced by cultural factors. This depends on each person's
way of life and regional culture.
Promotion
Promotion is one of the four most frequently used components of the marketing mix.
Typically, culture will have a significant impact on a company's communication strategy.
Since advertising strategies that work well in one culture may work against them in another,
international marketers must be careful when conducting marketing communications through
advertising and other advertising promotion strategies.
The integration of marketing strategies and local culture will have an effect on
business continuity and successful product marketing, so it is important for international
marketers to understand this in relation to marketing strategies, especially the marketing mix
when formulating marketing strategies that are best suited to the highly dynamic international
target market of global marketers (Islam et al., 2023).
How to communicate is the key to success in business competition in the international
arena. It takes the right way of communication in the marketing field to win the competition.
This way of communicating is strongly influenced by cultural factors, so culture here has a
very important influence on the success of companies in going international. One of them
affects the leader's decision in making a policy. Marketing strategies with a broad scope to
cross-culture are indispensable in developing and introducing businesses on the international
stage international. So these leaders must have a high awareness of the different business
cultures. A manager's approach is influenced by their leadership. Less supportive leadership
in this situation results from a lack of trust in subordinates and excessive caution, which
inhibits employees from using creativity in their work. In other words, the current government
system is a directive system. This is clearly contrary to the spirit of strategic management,
which provides opportunities for employees to participate in project planning,
implementation, and evaluation (Dewie Tri Wijayati, 2010). international marketing
communication, which can be seen from the point of view of values, consumers, thinking
methods, and linguistic points of view, is a form of communication to reduce the emergence
of problems between people with different cultural backgrounds and different countries.
The rapid development of the business world and industry is also influenced by the
rapid flow of globalization. This encourages business people to start competing to increase
their economic and business scale towards the global market. To reach the global market,
there is a challenge to create unique business products, which are certainly supported by
cultural aspects. Culture impacts marketing strategies in two ways: marketers can combine
these two approaches, or they can modify international marketing tactics to better suit
regional cultural variants. One of these, in the field of applied marketing, is the global
standardization of advertising content. Empirical research shows that when there is a
significant cultural gap between a company's headquarters, where it is located, and a new area
of its target market, conditions for strategic promotion arise.
Cultural factors, such as customer purchasing behavior and habits that affect the
implementation of inventory policies, must also be taken into account when executing
distribution plans, which are components of marketing policies. For example, European
regions are accustomed to large-scale consumption to coincide with certain seasons, but Asian
regions, which experience only two seasons, have a pattern of immediate storage and small-
scale consumption. To enable this culture demands a pattern of product marketing approach
that suits the regional circumstances. (Gunanto & Gusti, 2017).
Conclusions
One factor that traders believe contributes to market competition is market location.
International business professionals who recognize that there are cultures that are different
from their own and that they must learn about these cultural traits in order to make
adjustments can adapt or coexist with other cultures. When people from one culture cannot
understand cultural differences defined in communication practices, customs, and culture, as
well as thought processing in the context of another culture, problems in cross-cultural
marketing communication sometimes develop. Communication methods are one of the keys
to success in commercial competitiveness on a global scale. In the world of marketing,
winning the competition requires the right communication. This form of communication is
greatly influenced by cultural characteristics, therefore culture has a significant influence on
how well companies enter the global market. Every country has a different culture, so it is
very important for international management to understand how culture affects global trade.
Market Competition
Based on literature sources on strategic management, companies can maintain their
competitive advantage by optimizing the utilization of their assets and skills.
In the context of trade liberalization, interactions between local stakeholders and
domestic firms have a comparative advantage over foreign firms, but may face challenges in
competing on cost. Therefore, the author argues that by strengthening relationships with local
consumers, employees, and other stakeholders, domestic companies can respond to
intensifying competition from foreign companies. To disadvantage their competitors, firms
can utilize social and environmental initiatives to differentiate themselves and create "soft"
trade barriers.
Traders consider market location to be a contributing factor to market competition.
Consumer convenience and proximity to consumers as well as the distance between
traditional stores and modern stores in the same service area are the main factors that can
influence consumer preferences.
Theory and previous research show that the level of market competition can be
reflected by the level of market concentration. When markets have a wide range of
interchangeable products, high market concentration may indicate intense competition.
However, if costs or market entry are different, lower market concentration may indicate less
competition (Prasetia, 2021).
Organizational Culture
Culture can be explained as the totality of man-made beliefs, rules, techniques,
institutions and artifacts that characterize a human population. Therefore, culture consists of
behavioral patterns learned by members of a particular society, describing the unique lifestyle
of a group or individual.
In the context of international business professionals, they can adapt or coexist with
other cultures by recognizing the cultural diversity of their own culture and learning about the
cultural traits to make adjustments. E.T. Hall suggests two ways to adapt to culture, namely:
Become one with the culture for a lifetime in the country.
Following a sophisticated and comprehensive training program that covers key
characteristics of the culture, including the culture itself.
It is important to note that some cultural characteristics that have relevance to
international business are as follows:
Culture reflects learned behavior that is transmitted from one member of a society to
another.
The relationship between elements of culture (interrelated), meaning that each
element in culture is interconnected with one another.
Culture is adaptable, which means that culture can change according to the influence
of external forces that affect the society.
Culture is shared by members of a society, and determines their membership in a
society. People who share the same culture are considered members of a society,
while those who do not share it are considered outside the boundaries of that society
(Islam et al., 2023).
Social class, culture, and subculture significantly influence consumer behavior when
making purchases. A person's culture essentially determines their desires and actions.
As a marketer, it is important to pay attention to the cultural values of different
countries to know the most suitable way to detect or gain new opportunities for product
innovation and sell existing products. Cross-border communication for commercial purposes
is a form of communication in the international market. Communication between individuals
from the same culture is still often difficult, let alone communication between individuals
from different cultures in terms of language, values, customers, and ways of thinking will be
more difficult and carry a high risk of miscommunication. This often happens because
individuals from one culture are unaware of the differences in cultural practices, such as
communication, traditions, and thought processes, in another culture. The hypothesis that
advertising content differs by country can be supported through marketing communication
literature focusing on advertising.
Social knowledge in an organization such as employee attitudes and behaviors formed
from rules, norms, and values can define an organizational culture. J. Chatman and DL
Caldwell, as stated in Colquitt et al., define organizational culture as social knowledge shared
within an organization about rules, norms, and values that shape employee attitudes and
behavior (Colquitt, et al, 2009: 546). Therefore, great practical value in marketing
communications can be made by understanding the importance of cultural values in
advertising. Building on cultural differences should be a guide to developing international
marketing communication strategies (Munson and McIntyre, 1979). Ignoring the cultural
implications contained in advertising can cause consumers to misinterpret the information
they receive. This miscommunication is often the cause of business failure in international
markets.
Knowledge of the market's cultural environment can be leveraged when marketers
discuss consumer tastes, purchasing behavior, and product usage patterns. To customize
marketing communication strategies to be accepted by consumers, it is not enough for
commercial enterprises to focus on cultural differences alone. However, companies also need
to find cultural similarities to seize opportunities and revise standard marketing strategies
based on cultural information-based marketing communication theory. The ability to carefully
handle cultural conventions and differences in the global market is an important task in
marketing.
International business is often conducted across cultures, and managers' awareness of
cross-cultural areas prone to communication barriers and conflicts can improve marketing
communication. The discovery by individuals from different cultures of new ways of solving
problems by incorporating solutions that focus on cultural aspects and look at problems from
other perspectives, can support international business success. (Prasetia, 2021).
Marketing Strategy
Strategy is a multidimensional concept that includes all important organizational
activities such as creating a sense of unity, organizational rules and goals and creating
opportunities for significant change (Jumingan, 2015). Strategy is a way, tactics, techniques,
tactics, tactics and knowledge to use all sources that contain insight in one's journey to take
action to achieve predetermined goals. Overall, a strategy can be understood as a set of
options for planning and implementing a plan of action and allocating resources important
resources to achieve a goal, taking into account reasonable competitive advantages, ideas,
comparisons, and sustainable resonance in the ideal and long-term direction or the
organization.
Rangkuti (2014) states that strategy is described as one of the business tools to achieve
long-term goals. Siagian (2012) explains that every company organization must deal with two
types of environments, namely internal and external. The size of the company determines the
complexity of the form, type and nature of participation in the increasingly difficult and
complex decision-making process. Therefore, strategic management is needed to manage
these various activities. The definition of strategic management is managing all decisions as
well as the implementation and evaluation of decisions to achieve organizational goals and
objectives (Aditua & Silalahi, 2016).
The process of organizing, coordinating, and managing resources to achieve goals
effectively and efficiently can be defined as management. Effective means achieving goals in
accordance with the strategy, while efficient means that current activities are completed
properly, regularly, and on schedule. (Sholikhah, 2021).
Marketing is the process of organizing, implementing, and supervising programs
intended to establish, expand, and maintain profitable exchanges in order to successfully
achieve the goals that the organization or company has set for itself. Decision-making
procedures based on marketing principles and management processes such as analysis,
planning, policy implementation, plans and strategies, tactics, and control are included in the
application of management science.
Marketing is the analysis, planning, implementation, and control of programs intended
to achieve corporate goals by creating, developing, and maintaining profitable exchanges with
target customers. Marketing is intended so that sellers understand, recognize, and understand
excessively to consumers so that the product or service is in accordance with consumer
desires and sells itself.
According to Abdullah and Tantri (2016) the results of the interaction of various
activities in which individuals and groups get their needs and wants through the process of
creating, offering, and trading goods with each other.
To develop an effective marketing strategy, marketers need to be aware of the types of
problem-solving techniques that consumers use when choosing a product or service. Abdullah
and Tantri (2016) state that when formulating a strategy, product managers must consult with
the purchasing and production departments to guarantee that sufficient raw resources are
available and produce sufficient units to achieve the desired results, as well as with sales
managers to obtain personnel-related support.
A marketing plan can be considered in light of the aforementioned idea of requiring
both internal and external marketing. The process of creating customer service is valued,
distributed, and promoted. known as external marketing. Internal marketing describes the
ability of employees to serve clients by valuing services not only based on Technical quality
is important, but functional quality is also important (Yeni et al., 2019).
It takes several techniques or strategies to introduce a company's product to the market
so that it is known, tried, and trusted, leading to consumers needing it, even if they do not
want to use other goods or develop this product. In general, there are three main marketing
strategies:
Market evolution
In an effort to find new customers for a business. There are several ways to do this, including:
Search for new markets and market segments.
Setting up a brand to increase sales.
Product modification
Achieved through modifying product features that can attract new buyers.
Improve product strength, purity, and other qualities such as durability. Such
efforts will be effective If the quality of the product improves, then consumers are
aware of and believe in the improved quality, and they are interested in the
improvements that have been made.
Side improvements. This is achieved by giving the product more functionality and
safety.
In repair mode. Improving the appearance or design of manufactured goods
Change the marketing mix
There are various ways to increase sales, including:
Lower prices to attract new market segments.
Engage in more engaging advertising and promotional efforts.
Changing distribution channels to increase revenue or production numbers.
Promotion is included in the updated marketing mix from the third strategy point of
view. Promoting products to consumers is one of the techniques to improve product
marketing in economics and marketing. (Mawar & Aslami, 2021).
The Effect of Organizational Culture on the Implementation of Marketing Management
Culture has many interconnected components. From these different parts, a deep
understanding is required. These cultural elements affect international marketing, including:
Mateial Life
The main element of culture is its material component. The main material life is problematic
in the development of technology as a tool for the production, distribution and consumption of
goods and services. Environmental factors explain the different levels and types of demand
for consumer goods.
Language
Language is one of the difficulties that must be overcome in worldwide marketing. To be able
to establish relationships and communicate internationally, this language is one of the
obstacles, therefore language is considered the most important element in the success of
international marketing management.
Social Interaction
An equally important element is also the way in which community members relate to each
other. This interaction can be expressed as the concept of kinship.
Aesthetics
The concepts and viewpoints adopted by a culture that upholds attractiveness and taste are
referred to as aesthetics. Three principles govern aesthetic expression in the Asia-Pacific
region: (1) complexity and dressing (diversity of shapes, forms, and colors); (2) harmony and
natural scenery (such as mountains, flowers, and trees); and (3) simplicity.
Religion
In many communities, religion is important. When religion plays an important role in
consumers' lives, businesses need to recognize this. Companies can engage Muslim
consumers and grow their business in Islamic societies by ensuring the things they offer are
halal and adding halal labels on every product that will be advertised.
Education
One of the main ways of passing culture from one generation to the next is education. The
level of education and the quality of that education are two elements of education that matter
to global marketers. It is imperative that businesses consider the quality of education. The
gateway to addressing corporate demands is education.
Value System
Every culture has a set of core values that guide people's norms and expectations. Norms
influence how people feel about things and moral principles. A society's value system is very
important from an international marketing perspective. Product positioning and selection in
product design will be driven by local sentiments towards other cultures (Islam et al., 2023).
Every country has a different culture, so it is crucial for international management to
understand how culture affects global trade. It can be disastrous for a business if overseas
managers do not understand the culture of the country they are doing business in.
The following are some of the traits that managers who oversee international business
should be aware of as it relates to international business:
Culture is a reflection of learned behaviors that are passed down from one member
of a society to another.
Cultural components are connected.
Culture is adaptable, meaning it can change in response to outside events that impact
the community.
The realization of a society is of course determined by the culture that its members
accept. Those who share the culture are considered members of the society, while
those who do not share the culture are considered to be outside the society. the
following are some other opinions about the characteristics of culture, as follows:
o Learning: Culture is acquired through learning and experience; it is not
inherited or biological.
o Shared: Culture is not unique to individuals and individuals; people are
members of a collection of organizations or cultural divisions of society.
o Generational change: Culture is cumulative and is passed on from one
generation to the next, leading to generational change.
o Symbolic: Culture based on an individual's ability to represent or utilize one
item to characterize another.
o Exemplary: As culture is structured and interconnected, changes to one
aspect will also affect the other.
o Adaptability: The human ability to evolve and adapt is the foundation of
culture.
In marketing, there is the term marketing mix which formulates marketing strategies
that must be carried out by business actors into the 4Ps, namely product, price, place and
promotion. For product marketing efforts to be successful and successful in a highly dynamic
international context, strategic marketers must incorporate cultural characteristics when
developing marketing mix strategies. As a result, it is important to create a good marketing
mix program based on the following factors:
Product
Businesses in international marketing must be able to design goods that appeal to their target
audience. And from a global perspective, culture is an important tool for product
development. Because the products needed for each marketing niche and the methods used to
produce them are different. Compared to other goods such as cars and motorcycles, some
products, especially food, beverages, and apparel, have a very deep cultural connection and
affinity. For cultural considerations, certain goods or services may also be prohibited or
restricted.
Price.
In culturally diverse regions, consumers' willingness to pay for goods will differ. Even items
that are considered of high value in one culture may be more valuable and worthwhile in
another.
Place (Distribution)
Strategic distribution can also be influenced by cultural factors. This depends on each person's
way of life and regional culture.
Promotion
Promotion is one of the four most frequently used components of the marketing mix.
Typically, culture will have a significant impact on a company's communication strategy.
Since advertising strategies that work well in one culture may work against them in another,
international marketers must be careful when conducting marketing communications through
advertising and other advertising promotion strategies.
The integration of marketing strategies and local culture will have an effect on
business continuity and successful product marketing, so it is important for international
marketers to understand this in relation to marketing strategies, especially the marketing mix
when formulating marketing strategies that are best suited to the highly dynamic international
target market of global marketers (Islam et al., 2023).
How to communicate is the key to success in business competition in the international
arena. It takes the right way of communication in the marketing field to win the competition.
This way of communicating is strongly influenced by cultural factors, so culture here has a
very important influence on the success of companies in going international. One of them
affects the leader's decision in making a policy. Marketing strategies with a broad scope to
cross-culture are indispensable in developing and introducing businesses on the international
stage international. So these leaders must have a high awareness of the different business
cultures. A manager's approach is influenced by their leadership. Less supportive leadership
in this situation results from a lack of trust in subordinates and excessive caution, which
inhibits employees from using creativity in their work. In other words, the current government
system is a directive system. This is clearly contrary to the spirit of strategic management,
which provides opportunities for employees to participate in project planning,
implementation, and evaluation (Dewie Tri Wijayati, 2010). international marketing
communication, which can be seen from the point of view of values, consumers, thinking
methods, and linguistic points of view, is a form of communication to reduce the emergence
of problems between people with different cultural backgrounds and different countries.
The rapid development of the business world and industry is also influenced by the
rapid flow of globalization. This encourages business people to start competing to increase
their economic and business scale towards the global market. To reach the global market,
there is a challenge to create unique business products, which are certainly supported by
cultural aspects. Culture impacts marketing strategies in two ways: marketers can combine
these two approaches, or they can modify international marketing tactics to better suit
regional cultural variants. One of these, in the field of applied marketing, is the global
standardization of advertising content. Empirical research shows that when there is a
significant cultural gap between a company's headquarters, where it is located, and a new area
of its target market, conditions for strategic promotion arise.
Cultural factors, such as customer purchasing behavior and habits that affect the
implementation of inventory policies, must also be taken into account when executing
distribution plans, which are components of marketing policies. For example, European
regions are accustomed to large-scale consumption to coincide with certain seasons, but Asian
regions, which experience only two seasons, have a pattern of immediate storage and small-
scale consumption. To enable this culture demands a pattern of product marketing approach
that suits the regional circumstances. (Gunanto & Gusti, 2017).
Conclusions
One factor that traders believe contributes to market competition is market location.
International business professionals who recognize that there are cultures that are different
from their own and that they must learn about these cultural traits in order to make
adjustments can adapt or coexist with other cultures. When people from one culture cannot
understand cultural differences defined in communication practices, customs, and culture, as
well as thought processing in the context of another culture, problems in cross-cultural
marketing communication sometimes develop. Communication methods are one of the keys
to success in commercial competitiveness on a global scale. In the world of marketing,
winning the competition requires the right communication. This form of communication is
greatly influenced by cultural characteristics, therefore culture has a significant influence on
how well companies enter the global market. Every country has a different culture, so it is
very important for international management to understand how culture affects global trade.
Market Competition
Based on literature sources on strategic management, companies can maintain their
competitive advantage by optimizing the utilization of their assets and skills.
In the context of trade liberalization, interactions between local stakeholders and
domestic firms have a comparative advantage over foreign firms, but may face challenges in
competing on cost. Therefore, the author argues that by strengthening relationships with local
consumers, employees, and other stakeholders, domestic companies can respond to
intensifying competition from foreign companies. To disadvantage their competitors, firms
can utilize social and environmental initiatives to differentiate themselves and create "soft"
trade barriers.
Traders consider market location to be a contributing factor to market competition.
Consumer convenience and proximity to consumers as well as the distance between
traditional stores and modern stores in the same service area are the main factors that can
influence consumer preferences.
Theory and previous research show that the level of market competition can be
reflected by the level of market concentration. When markets have a wide range of
interchangeable products, high market concentration may indicate intense competition.
However, if costs or market entry are different, lower market concentration may indicate less
competition (Prasetia, 2021).
Organizational Culture
Culture can be explained as the totality of man-made beliefs, rules, techniques,
institutions and artifacts that characterize a human population. Therefore, culture consists of
behavioral patterns learned by members of a particular society, describing the unique lifestyle
of a group or individual.
In the context of international business professionals, they can adapt or coexist with
other cultures by recognizing the cultural diversity of their own culture and learning about the
cultural traits to make adjustments. E.T. Hall suggests two ways to adapt to culture, namely:
Become one with the culture for a lifetime in the country.
Following a sophisticated and comprehensive training program that covers key
characteristics of the culture, including the culture itself.
It is important to note that some cultural characteristics that have relevance to
international business are as follows:
Culture reflects learned behavior that is transmitted from one member of a society to
another.
The relationship between elements of culture (interrelated), meaning that each
element in culture is interconnected with one another.
Culture is adaptable, which means that culture can change according to the influence
of external forces that affect the society.
Culture is shared by members of a society, and determines their membership in a
society. People who share the same culture are considered members of a society,
while those who do not share it are considered outside the boundaries of that society
(Islam et al., 2023).
Social class, culture, and subculture significantly influence consumer behavior when
making purchases. A person's culture essentially determines their desires and actions.
As a marketer, it is important to pay attention to the cultural values of different
countries to know the most suitable way to detect or gain new opportunities for product
innovation and sell existing products. Cross-border communication for commercial purposes
is a form of communication in the international market. Communication between individuals
from the same culture is still often difficult, let alone communication between individuals
from different cultures in terms of language, values, customers, and ways of thinking will be
more difficult and carry a high risk of miscommunication. This often happens because
individuals from one culture are unaware of the differences in cultural practices, such as
communication, traditions, and thought processes, in another culture. The hypothesis that
advertising content differs by country can be supported through marketing communication
literature focusing on advertising.
Social knowledge in an organization such as employee attitudes and behaviors formed
from rules, norms, and values can define an organizational culture. J. Chatman and DL
Caldwell, as stated in Colquitt et al., define organizational culture as social knowledge shared
within an organization about rules, norms, and values that shape employee attitudes and
behavior (Colquitt, et al, 2009: 546). Therefore, great practical value in marketing
communications can be made by understanding the importance of cultural values in
advertising. Building on cultural differences should be a guide to developing international
marketing communication strategies (Munson and McIntyre, 1979). Ignoring the cultural
implications contained in advertising can cause consumers to misinterpret the information
they receive. This miscommunication is often the cause of business failure in international
markets.
Knowledge of the market's cultural environment can be leveraged when marketers
discuss consumer tastes, purchasing behavior, and product usage patterns. To customize
marketing communication strategies to be accepted by consumers, it is not enough for
commercial enterprises to focus on cultural differences alone. However, companies also need
to find cultural similarities to seize opportunities and revise standard marketing strategies
based on cultural information-based marketing communication theory. The ability to carefully
handle cultural conventions and differences in the global market is an important task in
marketing.
International business is often conducted across cultures, and managers' awareness of
cross-cultural areas prone to communication barriers and conflicts can improve marketing
communication. The discovery by individuals from different cultures of new ways of solving
problems by incorporating solutions that focus on cultural aspects and look at problems from
other perspectives, can support international business success. (Prasetia, 2021).
Marketing Strategy
Strategy is a multidimensional concept that includes all important organizational
activities such as creating a sense of unity, organizational rules and goals and creating
opportunities for significant change (Jumingan, 2015). Strategy is a way, tactics, techniques,
tactics, tactics and knowledge to use all sources that contain insight in one's journey to take
action to achieve predetermined goals. Overall, a strategy can be understood as a set of
options for planning and implementing a plan of action and allocating resources important
resources to achieve a goal, taking into account reasonable competitive advantages, ideas,
comparisons, and sustainable resonance in the ideal and long-term direction or the
organization.
Rangkuti (2014) states that strategy is described as one of the business tools to achieve
long-term goals. Siagian (2012) explains that every company organization must deal with two
types of environments, namely internal and external. The size of the company determines the
complexity of the form, type and nature of participation in the increasingly difficult and
complex decision-making process. Therefore, strategic management is needed to manage
these various activities. The definition of strategic management is managing all decisions as
well as the implementation and evaluation of decisions to achieve organizational goals and
objectives (Aditua & Silalahi, 2016).
The process of organizing, coordinating, and managing resources to achieve goals
effectively and efficiently can be defined as management. Effective means achieving goals in
accordance with the strategy, while efficient means that current activities are completed
properly, regularly, and on schedule. (Sholikhah, 2021).
Marketing is the process of organizing, implementing, and supervising programs
intended to establish, expand, and maintain profitable exchanges in order to successfully
achieve the goals that the organization or company has set for itself. Decision-making
procedures based on marketing principles and management processes such as analysis,
planning, policy implementation, plans and strategies, tactics, and control are included in the
application of management science.
Marketing is the analysis, planning, implementation, and control of programs intended
to achieve corporate goals by creating, developing, and maintaining profitable exchanges with
target customers. Marketing is intended so that sellers understand, recognize, and understand
excessively to consumers so that the product or service is in accordance with consumer
desires and sells itself.
According to Abdullah and Tantri (2016) the results of the interaction of various
activities in which individuals and groups get their needs and wants through the process of
creating, offering, and trading goods with each other.
To develop an effective marketing strategy, marketers need to be aware of the types of
problem-solving techniques that consumers use when choosing a product or service. Abdullah
and Tantri (2016) state that when formulating a strategy, product managers must consult with
the purchasing and production departments to guarantee that sufficient raw resources are
available and produce sufficient units to achieve the desired results, as well as with sales
managers to obtain personnel-related support.
A marketing plan can be considered in light of the aforementioned idea of requiring
both internal and external marketing. The process of creating customer service is valued,
distributed, and promoted. known as external marketing. Internal marketing describes the
ability of employees to serve clients by valuing services not only based on Technical quality
is important, but functional quality is also important (Yeni et al., 2019).
It takes several techniques or strategies to introduce a company's product to the market
so that it is known, tried, and trusted, leading to consumers needing it, even if they do not
want to use other goods or develop this product. In general, there are three main marketing
strategies:
Market evolution
In an effort to find new customers for a business. There are several ways to do this, including:
Search for new markets and market segments.
Setting up a brand to increase sales.
Product modification
Achieved through modifying product features that can attract new buyers.
Improve product strength, purity, and other qualities such as durability. Such
efforts will be effective If the quality of the product improves, then consumers are
aware of and believe in the improved quality, and they are interested in the
improvements that have been made.
Side improvements. This is achieved by giving the product more functionality and
safety.
In repair mode. Improving the appearance or design of manufactured goods
Change the marketing mix
There are various ways to increase sales, including:
Lower prices to attract new market segments.
Engage in more engaging advertising and promotional efforts.
Changing distribution channels to increase revenue or production numbers.
Promotion is included in the updated marketing mix from the third strategy point of
view. Promoting products to consumers is one of the techniques to improve product
marketing in economics and marketing. (Mawar & Aslami, 2021).
The Effect of Organizational Culture on the Implementation of Marketing Management
Culture has many interconnected components. From these different parts, a deep
understanding is required. These cultural elements affect international marketing, including:
Mateial Life
The main element of culture is its material component. The main material life is problematic
in the development of technology as a tool for the production, distribution and consumption of
goods and services. Environmental factors explain the different levels and types of demand
for consumer goods.
Language
Language is one of the difficulties that must be overcome in worldwide marketing. To be able
to establish relationships and communicate internationally, this language is one of the
obstacles, therefore language is considered the most important element in the success of
international marketing management.
Social Interaction
An equally important element is also the way in which community members relate to each
other. This interaction can be expressed as the concept of kinship.
Aesthetics
The concepts and viewpoints adopted by a culture that upholds attractiveness and taste are
referred to as aesthetics. Three principles govern aesthetic expression in the Asia-Pacific
region: (1) complexity and dressing (diversity of shapes, forms, and colors); (2) harmony and
natural scenery (such as mountains, flowers, and trees); and (3) simplicity.
Religion
In many communities, religion is important. When religion plays an important role in
consumers' lives, businesses need to recognize this. Companies can engage Muslim
consumers and grow their business in Islamic societies by ensuring the things they offer are
halal and adding halal labels on every product that will be advertised.
Education
One of the main ways of passing culture from one generation to the next is education. The
level of education and the quality of that education are two elements of education that matter
to global marketers. It is imperative that businesses consider the quality of education. The
gateway to addressing corporate demands is education.
Value System
Every culture has a set of core values that guide people's norms and expectations. Norms
influence how people feel about things and moral principles. A society's value system is very
important from an international marketing perspective. Product positioning and selection in
product design will be driven by local sentiments towards other cultures (Islam et al., 2023).
Every country has a different culture, so it is crucial for international management to
understand how culture affects global trade. It can be disastrous for a business if overseas
managers do not understand the culture of the country they are doing business in.
The following are some of the traits that managers who oversee international business
should be aware of as it relates to international business:
Culture is a reflection of learned behaviors that are passed down from one member
of a society to another.
Cultural components are connected.
Culture is adaptable, meaning it can change in response to outside events that impact
the community.
The realization of a society is of course determined by the culture that its members
accept. Those who share the culture are considered members of the society, while
those who do not share the culture are considered to be outside the society. the
following are some other opinions about the characteristics of culture, as follows:
o Learning: Culture is acquired through learning and experience; it is not
inherited or biological.
o Shared: Culture is not unique to individuals and individuals; people are
members of a collection of organizations or cultural divisions of society.
o Generational change: Culture is cumulative and is passed on from one
generation to the next, leading to generational change.
o Symbolic: Culture based on an individual's ability to represent or utilize one
item to characterize another.
o Exemplary: As culture is structured and interconnected, changes to one
aspect will also affect the other.
o Adaptability: The human ability to evolve and adapt is the foundation of
culture.
In marketing, there is the term marketing mix which formulates marketing strategies
that must be carried out by business actors into the 4Ps, namely product, price, place and
promotion. For product marketing efforts to be successful and successful in a highly dynamic
international context, strategic marketers must incorporate cultural characteristics when
developing marketing mix strategies. As a result, it is important to create a good marketing
mix program based on the following factors:
Product
Businesses in international marketing must be able to design goods that appeal to their target
audience. And from a global perspective, culture is an important tool for product
development. Because the products needed for each marketing niche and the methods used to
produce them are different. Compared to other goods such as cars and motorcycles, some
products, especially food, beverages, and apparel, have a very deep cultural connection and
affinity. For cultural considerations, certain goods or services may also be prohibited or
restricted.
Price.
In culturally diverse regions, consumers' willingness to pay for goods will differ. Even items
that are considered of high value in one culture may be more valuable and worthwhile in
another.
Place (Distribution)
Strategic distribution can also be influenced by cultural factors. This depends on each person's
way of life and regional culture.
Promotion
Promotion is one of the four most frequently used components of the marketing mix.
Typically, culture will have a significant impact on a company's communication strategy.
Since advertising strategies that work well in one culture may work against them in another,
international marketers must be careful when conducting marketing communications through
advertising and other advertising promotion strategies.
The integration of marketing strategies and local culture will have an effect on
business continuity and successful product marketing, so it is important for international
marketers to understand this in relation to marketing strategies, especially the marketing mix
when formulating marketing strategies that are best suited to the highly dynamic international
target market of global marketers (Islam et al., 2023).
How to communicate is the key to success in business competition in the international
arena. It takes the right way of communication in the marketing field to win the competition.
This way of communicating is strongly influenced by cultural factors, so culture here has a
very important influence on the success of companies in going international. One of them
affects the leader's decision in making a policy. Marketing strategies with a broad scope to
cross-culture are indispensable in developing and introducing businesses on the international
stage international. So these leaders must have a high awareness of the different business
cultures. A manager's approach is influenced by their leadership. Less supportive leadership
in this situation results from a lack of trust in subordinates and excessive caution, which
inhibits employees from using creativity in their work. In other words, the current government
system is a directive system. This is clearly contrary to the spirit of strategic management,
which provides opportunities for employees to participate in project planning,
implementation, and evaluation (Dewie Tri Wijayati, 2010). international marketing
communication, which can be seen from the point of view of values, consumers, thinking
methods, and linguistic points of view, is a form of communication to reduce the emergence
of problems between people with different cultural backgrounds and different countries.
The rapid development of the business world and industry is also influenced by the
rapid flow of globalization. This encourages business people to start competing to increase
their economic and business scale towards the global market. To reach the global market,
there is a challenge to create unique business products, which are certainly supported by
cultural aspects. Culture impacts marketing strategies in two ways: marketers can combine
these two approaches, or they can modify international marketing tactics to better suit
regional cultural variants. One of these, in the field of applied marketing, is the global
standardization of advertising content. Empirical research shows that when there is a
significant cultural gap between a company's headquarters, where it is located, and a new area
of its target market, conditions for strategic promotion arise.
Cultural factors, such as customer purchasing behavior and habits that affect the
implementation of inventory policies, must also be taken into account when executing
distribution plans, which are components of marketing policies. For example, European
regions are accustomed to large-scale consumption to coincide with certain seasons, but Asian
regions, which experience only two seasons, have a pattern of immediate storage and small-
scale consumption. To enable this culture demands a pattern of product marketing approach
that suits the regional circumstances. (Gunanto & Gusti, 2017).
Conclusions
One factor that traders believe contributes to market competition is market location.
International business professionals who recognize that there are cultures that are different
from their own and that they must learn about these cultural traits in order to make
adjustments can adapt or coexist with other cultures. When people from one culture cannot
understand cultural differences defined in communication practices, customs, and culture, as
well as thought processing in the context of another culture, problems in cross-cultural
marketing communication sometimes develop. Communication methods are one of the keys
to success in commercial competitiveness on a global scale. In the world of marketing,
winning the competition requires the right communication. This form of communication is
greatly influenced by cultural characteristics, therefore culture has a significant influence on
how well companies enter the global market. Every country has a different culture, so it is
very important for international management to understand how culture affects global trade.
Market Competition
Based on literature sources on strategic management, companies can maintain their
competitive advantage by optimizing the utilization of their assets and skills.
In the context of trade liberalization, interactions between local stakeholders and
domestic firms have a comparative advantage over foreign firms, but may face challenges in
competing on cost. Therefore, the author argues that by strengthening relationships with local
consumers, employees, and other stakeholders, domestic companies can respond to
intensifying competition from foreign companies. To disadvantage their competitors, firms
can utilize social and environmental initiatives to differentiate themselves and create "soft"
trade barriers.
Traders consider market location to be a contributing factor to market competition.
Consumer convenience and proximity to consumers as well as the distance between
traditional stores and modern stores in the same service area are the main factors that can
influence consumer preferences.
Theory and previous research show that the level of market competition can be
reflected by the level of market concentration. When markets have a wide range of
interchangeable products, high market concentration may indicate intense competition.
However, if costs or market entry are different, lower market concentration may indicate less
competition (Prasetia, 2021).
Organizational Culture
Culture can be explained as the totality of man-made beliefs, rules, techniques,
institutions and artifacts that characterize a human population. Therefore, culture consists of
behavioral patterns learned by members of a particular society, describing the unique lifestyle
of a group or individual.
In the context of international business professionals, they can adapt or coexist with
other cultures by recognizing the cultural diversity of their own culture and learning about the
cultural traits to make adjustments. E.T. Hall suggests two ways to adapt to culture, namely:
Become one with the culture for a lifetime in the country.
Following a sophisticated and comprehensive training program that covers key
characteristics of the culture, including the culture itself.
It is important to note that some cultural characteristics that have relevance to
international business are as follows:
Culture reflects learned behavior that is transmitted from one member of a society to
another.
The relationship between elements of culture (interrelated), meaning that each
element in culture is interconnected with one another.
Culture is adaptable, which means that culture can change according to the influence
of external forces that affect the society.
Culture is shared by members of a society, and determines their membership in a
society. People who share the same culture are considered members of a society,
while those who do not share it are considered outside the boundaries of that society
(Islam et al., 2023).
Social class, culture, and subculture significantly influence consumer behavior when
making purchases. A person's culture essentially determines their desires and actions.
As a marketer, it is important to pay attention to the cultural values of different
countries to know the most suitable way to detect or gain new opportunities for product
innovation and sell existing products. Cross-border communication for commercial purposes
is a form of communication in the international market. Communication between individuals
from the same culture is still often difficult, let alone communication between individuals
from different cultures in terms of language, values, customers, and ways of thinking will be
more difficult and carry a high risk of miscommunication. This often happens because
individuals from one culture are unaware of the differences in cultural practices, such as
communication, traditions, and thought processes, in another culture. The hypothesis that
advertising content differs by country can be supported through marketing communication
literature focusing on advertising.
Social knowledge in an organization such as employee attitudes and behaviors formed
from rules, norms, and values can define an organizational culture. J. Chatman and DL
Caldwell, as stated in Colquitt et al., define organizational culture as social knowledge shared
within an organization about rules, norms, and values that shape employee attitudes and
behavior (Colquitt, et al, 2009: 546). Therefore, great practical value in marketing
communications can be made by understanding the importance of cultural values in
advertising. Building on cultural differences should be a guide to developing international
marketing communication strategies (Munson and McIntyre, 1979). Ignoring the cultural
implications contained in advertising can cause consumers to misinterpret the information
they receive. This miscommunication is often the cause of business failure in international
markets.
Knowledge of the market's cultural environment can be leveraged when marketers
discuss consumer tastes, purchasing behavior, and product usage patterns. To customize
marketing communication strategies to be accepted by consumers, it is not enough for
commercial enterprises to focus on cultural differences alone. However, companies also need
to find cultural similarities to seize opportunities and revise standard marketing strategies
based on cultural information-based marketing communication theory. The ability to carefully
handle cultural conventions and differences in the global market is an important task in
marketing.
International business is often conducted across cultures, and managers' awareness of
cross-cultural areas prone to communication barriers and conflicts can improve marketing
communication. The discovery by individuals from different cultures of new ways of solving
problems by incorporating solutions that focus on cultural aspects and look at problems from
other perspectives, can support international business success. (Prasetia, 2021).
Marketing Strategy
Strategy is a multidimensional concept that includes all important organizational
activities such as creating a sense of unity, organizational rules and goals and creating
opportunities for significant change (Jumingan, 2015). Strategy is a way, tactics, techniques,
tactics, tactics and knowledge to use all sources that contain insight in one's journey to take
action to achieve predetermined goals. Overall, a strategy can be understood as a set of
options for planning and implementing a plan of action and allocating resources important
resources to achieve a goal, taking into account reasonable competitive advantages, ideas,
comparisons, and sustainable resonance in the ideal and long-term direction or the
organization.
Rangkuti (2014) states that strategy is described as one of the business tools to achieve
long-term goals. Siagian (2012) explains that every company organization must deal with two
types of environments, namely internal and external. The size of the company determines the
complexity of the form, type and nature of participation in the increasingly difficult and
complex decision-making process. Therefore, strategic management is needed to manage
these various activities. The definition of strategic management is managing all decisions as
well as the implementation and evaluation of decisions to achieve organizational goals and
objectives (Aditua & Silalahi, 2016).
The process of organizing, coordinating, and managing resources to achieve goals
effectively and efficiently can be defined as management. Effective means achieving goals in
accordance with the strategy, while efficient means that current activities are completed
properly, regularly, and on schedule. (Sholikhah, 2021).
Marketing is the process of organizing, implementing, and supervising programs
intended to establish, expand, and maintain profitable exchanges in order to successfully
achieve the goals that the organization or company has set for itself. Decision-making
procedures based on marketing principles and management processes such as analysis,
planning, policy implementation, plans and strategies, tactics, and control are included in the
application of management science.
Marketing is the analysis, planning, implementation, and control of programs intended
to achieve corporate goals by creating, developing, and maintaining profitable exchanges with
target customers. Marketing is intended so that sellers understand, recognize, and understand
excessively to consumers so that the product or service is in accordance with consumer
desires and sells itself.
According to Abdullah and Tantri (2016) the results of the interaction of various
activities in which individuals and groups get their needs and wants through the process of
creating, offering, and trading goods with each other.
To develop an effective marketing strategy, marketers need to be aware of the types of
problem-solving techniques that consumers use when choosing a product or service. Abdullah
and Tantri (2016) state that when formulating a strategy, product managers must consult with
the purchasing and production departments to guarantee that sufficient raw resources are
available and produce sufficient units to achieve the desired results, as well as with sales
managers to obtain personnel-related support.
A marketing plan can be considered in light of the aforementioned idea of requiring
both internal and external marketing. The process of creating customer service is valued,
distributed, and promoted. known as external marketing. Internal marketing describes the
ability of employees to serve clients by valuing services not only based on Technical quality
is important, but functional quality is also important (Yeni et al., 2019).
It takes several techniques or strategies to introduce a company's product to the market
so that it is known, tried, and trusted, leading to consumers needing it, even if they do not
want to use other goods or develop this product. In general, there are three main marketing
strategies:
Market evolution
In an effort to find new customers for a business. There are several ways to do this, including:
Search for new markets and market segments.
Setting up a brand to increase sales.
Product modification
Achieved through modifying product features that can attract new buyers.
Improve product strength, purity, and other qualities such as durability. Such
efforts will be effective If the quality of the product improves, then consumers are
aware of and believe in the improved quality, and they are interested in the
improvements that have been made.
Side improvements. This is achieved by giving the product more functionality and
safety.
In repair mode. Improving the appearance or design of manufactured goods
Change the marketing mix
There are various ways to increase sales, including:
Lower prices to attract new market segments.
Engage in more engaging advertising and promotional efforts.
Changing distribution channels to increase revenue or production numbers.
Promotion is included in the updated marketing mix from the third strategy point of
view. Promoting products to consumers is one of the techniques to improve product
marketing in economics and marketing. (Mawar & Aslami, 2021).
The Effect of Organizational Culture on the Implementation of Marketing Management
Culture has many interconnected components. From these different parts, a deep
understanding is required. These cultural elements affect international marketing, including:
Mateial Life
The main element of culture is its material component. The main material life is problematic
in the development of technology as a tool for the production, distribution and consumption of
goods and services. Environmental factors explain the different levels and types of demand
for consumer goods.
Language
Language is one of the difficulties that must be overcome in worldwide marketing. To be able
to establish relationships and communicate internationally, this language is one of the
obstacles, therefore language is considered the most important element in the success of
international marketing management.
Social Interaction
An equally important element is also the way in which community members relate to each
other. This interaction can be expressed as the concept of kinship.
Aesthetics
The concepts and viewpoints adopted by a culture that upholds attractiveness and taste are
referred to as aesthetics. Three principles govern aesthetic expression in the Asia-Pacific
region: (1) complexity and dressing (diversity of shapes, forms, and colors); (2) harmony and
natural scenery (such as mountains, flowers, and trees); and (3) simplicity.
Religion
In many communities, religion is important. When religion plays an important role in
consumers' lives, businesses need to recognize this. Companies can engage Muslim
consumers and grow their business in Islamic societies by ensuring the things they offer are
halal and adding halal labels on every product that will be advertised.
Education
One of the main ways of passing culture from one generation to the next is education. The
level of education and the quality of that education are two elements of education that matter
to global marketers. It is imperative that businesses consider the quality of education. The
gateway to addressing corporate demands is education.
Value System
Every culture has a set of core values that guide people's norms and expectations. Norms
influence how people feel about things and moral principles. A society's value system is very
important from an international marketing perspective. Product positioning and selection in
product design will be driven by local sentiments towards other cultures (Islam et al., 2023).
Every country has a different culture, so it is crucial for international management to
understand how culture affects global trade. It can be disastrous for a business if overseas
managers do not understand the culture of the country they are doing business in.
The following are some of the traits that managers who oversee international business
should be aware of as it relates to international business:
Culture is a reflection of learned behaviors that are passed down from one member
of a society to another.
Cultural components are connected.
Culture is adaptable, meaning it can change in response to outside events that impact
the community.
The realization of a society is of course determined by the culture that its members
accept. Those who share the culture are considered members of the society, while
those who do not share the culture are considered to be outside the society. the
following are some other opinions about the characteristics of culture, as follows:
o Learning: Culture is acquired through learning and experience; it is not
inherited or biological.
o Shared: Culture is not unique to individuals and individuals; people are
members of a collection of organizations or cultural divisions of society.
o Generational change: Culture is cumulative and is passed on from one
generation to the next, leading to generational change.
o Symbolic: Culture based on an individual's ability to represent or utilize one
item to characterize another.
o Exemplary: As culture is structured and interconnected, changes to one
aspect will also affect the other.
o Adaptability: The human ability to evolve and adapt is the foundation of
culture.
In marketing, there is the term marketing mix which formulates marketing strategies
that must be carried out by business actors into the 4Ps, namely product, price, place and
promotion. For product marketing efforts to be successful and successful in a highly dynamic
international context, strategic marketers must incorporate cultural characteristics when
developing marketing mix strategies. As a result, it is important to create a good marketing
mix program based on the following factors:
Product
Businesses in international marketing must be able to design goods that appeal to their target
audience. And from a global perspective, culture is an important tool for product
development. Because the products needed for each marketing niche and the methods used to
produce them are different. Compared to other goods such as cars and motorcycles, some
products, especially food, beverages, and apparel, have a very deep cultural connection and
affinity. For cultural considerations, certain goods or services may also be prohibited or
restricted.
Price.
In culturally diverse regions, consumers' willingness to pay for goods will differ. Even items
that are considered of high value in one culture may be more valuable and worthwhile in
another.
Place (Distribution)
Strategic distribution can also be influenced by cultural factors. This depends on each person's
way of life and regional culture.
Promotion
Promotion is one of the four most frequently used components of the marketing mix.
Typically, culture will have a significant impact on a company's communication strategy.
Since advertising strategies that work well in one culture may work against them in another,
international marketers must be careful when conducting marketing communications through
advertising and other advertising promotion strategies.
The integration of marketing strategies and local culture will have an effect on
business continuity and successful product marketing, so it is important for international
marketers to understand this in relation to marketing strategies, especially the marketing mix
when formulating marketing strategies that are best suited to the highly dynamic international
target market of global marketers (Islam et al., 2023).
How to communicate is the key to success in business competition in the international
arena. It takes the right way of communication in the marketing field to win the competition.
This way of communicating is strongly influenced by cultural factors, so culture here has a
very important influence on the success of companies in going international. One of them
affects the leader's decision in making a policy. Marketing strategies with a broad scope to
cross-culture are indispensable in developing and introducing businesses on the international
stage international. So these leaders must have a high awareness of the different business
cultures. A manager's approach is influenced by their leadership. Less supportive leadership
in this situation results from a lack of trust in subordinates and excessive caution, which
inhibits employees from using creativity in their work. In other words, the current government
system is a directive system. This is clearly contrary to the spirit of strategic management,
which provides opportunities for employees to participate in project planning,
implementation, and evaluation (Dewie Tri Wijayati, 2010). international marketing
communication, which can be seen from the point of view of values, consumers, thinking
methods, and linguistic points of view, is a form of communication to reduce the emergence
of problems between people with different cultural backgrounds and different countries.
The rapid development of the business world and industry is also influenced by the
rapid flow of globalization. This encourages business people to start competing to increase
their economic and business scale towards the global market. To reach the global market,
there is a challenge to create unique business products, which are certainly supported by
cultural aspects. Culture impacts marketing strategies in two ways: marketers can combine
these two approaches, or they can modify international marketing tactics to better suit
regional cultural variants. One of these, in the field of applied marketing, is the global
standardization of advertising content. Empirical research shows that when there is a
significant cultural gap between a company's headquarters, where it is located, and a new area
of its target market, conditions for strategic promotion arise.
Cultural factors, such as customer purchasing behavior and habits that affect the
implementation of inventory policies, must also be taken into account when executing
distribution plans, which are components of marketing policies. For example, European
regions are accustomed to large-scale consumption to coincide with certain seasons, but Asian
regions, which experience only two seasons, have a pattern of immediate storage and small-
scale consumption. To enable this culture demands a pattern of product marketing approach
that suits the regional circumstances. (Gunanto & Gusti, 2017).
Conclusions
One factor that traders believe contributes to market competition is market location.
International business professionals who recognize that there are cultures that are different
from their own and that they must learn about these cultural traits in order to make
adjustments can adapt or coexist with other cultures. When people from one culture cannot
understand cultural differences defined in communication practices, customs, and culture, as
well as thought processing in the context of another culture, problems in cross-cultural
marketing communication sometimes develop. Communication methods are one of the keys
to success in commercial competitiveness on a global scale. In the world of marketing,
winning the competition requires the right communication. This form of communication is
greatly influenced by cultural characteristics, therefore culture has a significant influence on
how well companies enter the global market. Every country has a different culture, so it is
very important for international management to understand how culture affects global trade.
Market Competition
Based on literature sources on strategic management, companies can maintain their
competitive advantage by optimizing the utilization of their assets and skills.
In the context of trade liberalization, interactions between local stakeholders and
domestic firms have a comparative advantage over foreign firms, but may face challenges in
competing on cost. Therefore, the author argues that by strengthening relationships with local
consumers, employees, and other stakeholders, domestic companies can respond to
intensifying competition from foreign companies. To disadvantage their competitors, firms
can utilize social and environmental initiatives to differentiate themselves and create "soft"
trade barriers.
Traders consider market location to be a contributing factor to market competition.
Consumer convenience and proximity to consumers as well as the distance between
traditional stores and modern stores in the same service area are the main factors that can
influence consumer preferences.
Theory and previous research show that the level of market competition can be
reflected by the level of market concentration. When markets have a wide range of
interchangeable products, high market concentration may indicate intense competition.
However, if costs or market entry are different, lower market concentration may indicate less
competition (Prasetia, 2021).
Organizational Culture
Culture can be explained as the totality of man-made beliefs, rules, techniques,
institutions and artifacts that characterize a human population. Therefore, culture consists of
behavioral patterns learned by members of a particular society, describing the unique lifestyle
of a group or individual.
In the context of international business professionals, they can adapt or coexist with
other cultures by recognizing the cultural diversity of their own culture and learning about the
cultural traits to make adjustments. E.T. Hall suggests two ways to adapt to culture, namely:
Become one with the culture for a lifetime in the country.
Following a sophisticated and comprehensive training program that covers key
characteristics of the culture, including the culture itself.
It is important to note that some cultural characteristics that have relevance to
international business are as follows:
Culture reflects learned behavior that is transmitted from one member of a society to
another.
The relationship between elements of culture (interrelated), meaning that each
element in culture is interconnected with one another.
Culture is adaptable, which means that culture can change according to the influence
of external forces that affect the society.
Culture is shared by members of a society, and determines their membership in a
society. People who share the same culture are considered members of a society,
while those who do not share it are considered outside the boundaries of that society
(Islam et al., 2023).
Social class, culture, and subculture significantly influence consumer behavior when
making purchases. A person's culture essentially determines their desires and actions.
As a marketer, it is important to pay attention to the cultural values of different
countries to know the most suitable way to detect or gain new opportunities for product
innovation and sell existing products. Cross-border communication for commercial purposes
is a form of communication in the international market. Communication between individuals
from the same culture is still often difficult, let alone communication between individuals
from different cultures in terms of language, values, customers, and ways of thinking will be
more difficult and carry a high risk of miscommunication. This often happens because
individuals from one culture are unaware of the differences in cultural practices, such as
communication, traditions, and thought processes, in another culture. The hypothesis that
advertising content differs by country can be supported through marketing communication
literature focusing on advertising.
Social knowledge in an organization such as employee attitudes and behaviors formed
from rules, norms, and values can define an organizational culture. J. Chatman and DL
Caldwell, as stated in Colquitt et al., define organizational culture as social knowledge shared
within an organization about rules, norms, and values that shape employee attitudes and
behavior (Colquitt, et al, 2009: 546). Therefore, great practical value in marketing
communications can be made by understanding the importance of cultural values in
advertising. Building on cultural differences should be a guide to developing international
marketing communication strategies (Munson and McIntyre, 1979). Ignoring the cultural
implications contained in advertising can cause consumers to misinterpret the information
they receive. This miscommunication is often the cause of business failure in international
markets.
Knowledge of the market's cultural environment can be leveraged when marketers
discuss consumer tastes, purchasing behavior, and product usage patterns. To customize
marketing communication strategies to be accepted by consumers, it is not enough for
commercial enterprises to focus on cultural differences alone. However, companies also need
to find cultural similarities to seize opportunities and revise standard marketing strategies
based on cultural information-based marketing communication theory. The ability to carefully
handle cultural conventions and differences in the global market is an important task in
marketing.
International business is often conducted across cultures, and managers' awareness of
cross-cultural areas prone to communication barriers and conflicts can improve marketing
communication. The discovery by individuals from different cultures of new ways of solving
problems by incorporating solutions that focus on cultural aspects and look at problems from
other perspectives, can support international business success. (Prasetia, 2021).
Marketing Strategy
Strategy is a multidimensional concept that includes all important organizational
activities such as creating a sense of unity, organizational rules and goals and creating
opportunities for significant change (Jumingan, 2015). Strategy is a way, tactics, techniques,
tactics, tactics and knowledge to use all sources that contain insight in one's journey to take
action to achieve predetermined goals. Overall, a strategy can be understood as a set of
options for planning and implementing a plan of action and allocating resources important
resources to achieve a goal, taking into account reasonable competitive advantages, ideas,
comparisons, and sustainable resonance in the ideal and long-term direction or the
organization.
Rangkuti (2014) states that strategy is described as one of the business tools to achieve
long-term goals. Siagian (2012) explains that every company organization must deal with two
types of environments, namely internal and external. The size of the company determines the
complexity of the form, type and nature of participation in the increasingly difficult and
complex decision-making process. Therefore, strategic management is needed to manage
these various activities. The definition of strategic management is managing all decisions as
well as the implementation and evaluation of decisions to achieve organizational goals and
objectives (Aditua & Silalahi, 2016).
The process of organizing, coordinating, and managing resources to achieve goals
effectively and efficiently can be defined as management. Effective means achieving goals in
accordance with the strategy, while efficient means that current activities are completed
properly, regularly, and on schedule. (Sholikhah, 2021).
Marketing is the process of organizing, implementing, and supervising programs
intended to establish, expand, and maintain profitable exchanges in order to successfully
achieve the goals that the organization or company has set for itself. Decision-making
procedures based on marketing principles and management processes such as analysis,
planning, policy implementation, plans and strategies, tactics, and control are included in the
application of management science.
Marketing is the analysis, planning, implementation, and control of programs intended
to achieve corporate goals by creating, developing, and maintaining profitable exchanges with
target customers. Marketing is intended so that sellers understand, recognize, and understand
excessively to consumers so that the product or service is in accordance with consumer
desires and sells itself.
According to Abdullah and Tantri (2016) the results of the interaction of various
activities in which individuals and groups get their needs and wants through the process of
creating, offering, and trading goods with each other.
To develop an effective marketing strategy, marketers need to be aware of the types of
problem-solving techniques that consumers use when choosing a product or service. Abdullah
and Tantri (2016) state that when formulating a strategy, product managers must consult with
the purchasing and production departments to guarantee that sufficient raw resources are
available and produce sufficient units to achieve the desired results, as well as with sales
managers to obtain personnel-related support.
A marketing plan can be considered in light of the aforementioned idea of requiring
both internal and external marketing. The process of creating customer service is valued,
distributed, and promoted. known as external marketing. Internal marketing describes the
ability of employees to serve clients by valuing services not only based on Technical quality
is important, but functional quality is also important (Yeni et al., 2019).
It takes several techniques or strategies to introduce a company's product to the market
so that it is known, tried, and trusted, leading to consumers needing it, even if they do not
want to use other goods or develop this product. In general, there are three main marketing
strategies:
Market evolution
In an effort to find new customers for a business. There are several ways to do this, including:
Search for new markets and market segments.
Setting up a brand to increase sales.
Product modification
Achieved through modifying product features that can attract new buyers.
Improve product strength, purity, and other qualities such as durability. Such
efforts will be effective If the quality of the product improves, then consumers are
aware of and believe in the improved quality, and they are interested in the
improvements that have been made.
Side improvements. This is achieved by giving the product more functionality and
safety.
In repair mode. Improving the appearance or design of manufactured goods
Change the marketing mix
There are various ways to increase sales, including:
Lower prices to attract new market segments.
Engage in more engaging advertising and promotional efforts.
Changing distribution channels to increase revenue or production numbers.
Promotion is included in the updated marketing mix from the third strategy point of
view. Promoting products to consumers is one of the techniques to improve product
marketing in economics and marketing. (Mawar & Aslami, 2021).
The Effect of Organizational Culture on the Implementation of Marketing Management
Culture has many interconnected components. From these different parts, a deep
understanding is required. These cultural elements affect international marketing, including:
Mateial Life
The main element of culture is its material component. The main material life is problematic
in the development of technology as a tool for the production, distribution and consumption of
goods and services. Environmental factors explain the different levels and types of demand
for consumer goods.
Language
Language is one of the difficulties that must be overcome in worldwide marketing. To be able
to establish relationships and communicate internationally, this language is one of the
obstacles, therefore language is considered the most important element in the success of
international marketing management.
Social Interaction
An equally important element is also the way in which community members relate to each
other. This interaction can be expressed as the concept of kinship.
Aesthetics
The concepts and viewpoints adopted by a culture that upholds attractiveness and taste are
referred to as aesthetics. Three principles govern aesthetic expression in the Asia-Pacific
region: (1) complexity and dressing (diversity of shapes, forms, and colors); (2) harmony and
natural scenery (such as mountains, flowers, and trees); and (3) simplicity.
Religion
In many communities, religion is important. When religion plays an important role in
consumers' lives, businesses need to recognize this. Companies can engage Muslim
consumers and grow their business in Islamic societies by ensuring the things they offer are
halal and adding halal labels on every product that will be advertised.
Education
One of the main ways of passing culture from one generation to the next is education. The
level of education and the quality of that education are two elements of education that matter
to global marketers. It is imperative that businesses consider the quality of education. The
gateway to addressing corporate demands is education.
Value System
Every culture has a set of core values that guide people's norms and expectations. Norms
influence how people feel about things and moral principles. A society's value system is very
important from an international marketing perspective. Product positioning and selection in
product design will be driven by local sentiments towards other cultures (Islam et al., 2023).
Every country has a different culture, so it is crucial for international management to
understand how culture affects global trade. It can be disastrous for a business if overseas
managers do not understand the culture of the country they are doing business in.
The following are some of the traits that managers who oversee international business
should be aware of as it relates to international business:
Culture is a reflection of learned behaviors that are passed down from one member
of a society to another.
Cultural components are connected.
Culture is adaptable, meaning it can change in response to outside events that impact
the community.
The realization of a society is of course determined by the culture that its members
accept. Those who share the culture are considered members of the society, while
those who do not share the culture are considered to be outside the society. the
following are some other opinions about the characteristics of culture, as follows:
o Learning: Culture is acquired through learning and experience; it is not
inherited or biological.
o Shared: Culture is not unique to individuals and individuals; people are
members of a collection of organizations or cultural divisions of society.
o Generational change: Culture is cumulative and is passed on from one
generation to the next, leading to generational change.
o Symbolic: Culture based on an individual's ability to represent or utilize one
item to characterize another.
o Exemplary: As culture is structured and interconnected, changes to one
aspect will also affect the other.
o Adaptability: The human ability to evolve and adapt is the foundation of
culture.
In marketing, there is the term marketing mix which formulates marketing strategies
that must be carried out by business actors into the 4Ps, namely product, price, place and
promotion. For product marketing efforts to be successful and successful in a highly dynamic
international context, strategic marketers must incorporate cultural characteristics when
developing marketing mix strategies. As a result, it is important to create a good marketing
mix program based on the following factors:
Product
Businesses in international marketing must be able to design goods that appeal to their target
audience. And from a global perspective, culture is an important tool for product
development. Because the products needed for each marketing niche and the methods used to
produce them are different. Compared to other goods such as cars and motorcycles, some
products, especially food, beverages, and apparel, have a very deep cultural connection and
affinity. For cultural considerations, certain goods or services may also be prohibited or
restricted.
Price.
In culturally diverse regions, consumers' willingness to pay for goods will differ. Even items
that are considered of high value in one culture may be more valuable and worthwhile in
another.
Place (Distribution)
Strategic distribution can also be influenced by cultural factors. This depends on each person's
way of life and regional culture.
Promotion
Promotion is one of the four most frequently used components of the marketing mix.
Typically, culture will have a significant impact on a company's communication strategy.
Since advertising strategies that work well in one culture may work against them in another,
international marketers must be careful when conducting marketing communications through
advertising and other advertising promotion strategies.
The integration of marketing strategies and local culture will have an effect on
business continuity and successful product marketing, so it is important for international
marketers to understand this in relation to marketing strategies, especially the marketing mix
when formulating marketing strategies that are best suited to the highly dynamic international
target market of global marketers (Islam et al., 2023).
How to communicate is the key to success in business competition in the international
arena. It takes the right way of communication in the marketing field to win the competition.
This way of communicating is strongly influenced by cultural factors, so culture here has a
very important influence on the success of companies in going international. One of them
affects the leader's decision in making a policy. Marketing strategies with a broad scope to
cross-culture are indispensable in developing and introducing businesses on the international
stage international. So these leaders must have a high awareness of the different business
cultures. A manager's approach is influenced by their leadership. Less supportive leadership
in this situation results from a lack of trust in subordinates and excessive caution, which
inhibits employees from using creativity in their work. In other words, the current government
system is a directive system. This is clearly contrary to the spirit of strategic management,
which provides opportunities for employees to participate in project planning,
implementation, and evaluation (Dewie Tri Wijayati, 2010). international marketing
communication, which can be seen from the point of view of values, consumers, thinking
methods, and linguistic points of view, is a form of communication to reduce the emergence
of problems between people with different cultural backgrounds and different countries.
The rapid development of the business world and industry is also influenced by the
rapid flow of globalization. This encourages business people to start competing to increase
their economic and business scale towards the global market. To reach the global market,
there is a challenge to create unique business products, which are certainly supported by
cultural aspects. Culture impacts marketing strategies in two ways: marketers can combine
these two approaches, or they can modify international marketing tactics to better suit
regional cultural variants. One of these, in the field of applied marketing, is the global
standardization of advertising content. Empirical research shows that when there is a
significant cultural gap between a company's headquarters, where it is located, and a new area
of its target market, conditions for strategic promotion arise.
Cultural factors, such as customer purchasing behavior and habits that affect the
implementation of inventory policies, must also be taken into account when executing
distribution plans, which are components of marketing policies. For example, European
regions are accustomed to large-scale consumption to coincide with certain seasons, but Asian
regions, which experience only two seasons, have a pattern of immediate storage and small-
scale consumption. To enable this culture demands a pattern of product marketing approach
that suits the regional circumstances. (Gunanto & Gusti, 2017).
Conclusions
One factor that traders believe contributes to market competition is market location.
International business professionals who recognize that there are cultures that are different
from their own and that they must learn about these cultural traits in order to make
adjustments can adapt or coexist with other cultures. When people from one culture cannot
understand cultural differences defined in communication practices, customs, and culture, as
well as thought processing in the context of another culture, problems in cross-cultural
marketing communication sometimes develop. Communication methods are one of the keys
to success in commercial competitiveness on a global scale. In the world of marketing,
winning the competition requires the right communication. This form of communication is
greatly influenced by cultural characteristics, therefore culture has a significant influence on
how well companies enter the global market. Every country has a different culture, so it is
very important for international management to understand how culture affects global trade.
Market Competition
Based on literature sources on strategic management, companies can maintain their
competitive advantage by optimizing the utilization of their assets and skills.
In the context of trade liberalization, interactions between local stakeholders and
domestic firms have a comparative advantage over foreign firms, but may face challenges in
competing on cost. Therefore, the author argues that by strengthening relationships with local
consumers, employees, and other stakeholders, domestic companies can respond to
intensifying competition from foreign companies. To disadvantage their competitors, firms
can utilize social and environmental initiatives to differentiate themselves and create "soft"
trade barriers.
Traders consider market location to be a contributing factor to market competition.
Consumer convenience and proximity to consumers as well as the distance between
traditional stores and modern stores in the same service area are the main factors that can
influence consumer preferences.
Theory and previous research show that the level of market competition can be
reflected by the level of market concentration. When markets have a wide range of
interchangeable products, high market concentration may indicate intense competition.
However, if costs or market entry are different, lower market concentration may indicate less
competition (Prasetia, 2021).
Organizational Culture
Culture can be explained as the totality of man-made beliefs, rules, techniques,
institutions and artifacts that characterize a human population. Therefore, culture consists of
behavioral patterns learned by members of a particular society, describing the unique lifestyle
of a group or individual.
In the context of international business professionals, they can adapt or coexist with
other cultures by recognizing the cultural diversity of their own culture and learning about the
cultural traits to make adjustments. E.T. Hall suggests two ways to adapt to culture, namely:
Become one with the culture for a lifetime in the country.
Following a sophisticated and comprehensive training program that covers key
characteristics of the culture, including the culture itself.
It is important to note that some cultural characteristics that have relevance to
international business are as follows:
Culture reflects learned behavior that is transmitted from one member of a society to
another.
The relationship between elements of culture (interrelated), meaning that each
element in culture is interconnected with one another.
Culture is adaptable, which means that culture can change according to the influence
of external forces that affect the society.
Culture is shared by members of a society, and determines their membership in a
society. People who share the same culture are considered members of a society,
while those who do not share it are considered outside the boundaries of that society
(Islam et al., 2023).
Social class, culture, and subculture significantly influence consumer behavior when
making purchases. A person's culture essentially determines their desires and actions.
As a marketer, it is important to pay attention to the cultural values of different
countries to know the most suitable way to detect or gain new opportunities for product
innovation and sell existing products. Cross-border communication for commercial purposes
is a form of communication in the international market. Communication between individuals
from the same culture is still often difficult, let alone communication between individuals
from different cultures in terms of language, values, customers, and ways of thinking will be
more difficult and carry a high risk of miscommunication. This often happens because
individuals from one culture are unaware of the differences in cultural practices, such as
communication, traditions, and thought processes, in another culture. The hypothesis that
advertising content differs by country can be supported through marketing communication
literature focusing on advertising.
Social knowledge in an organization such as employee attitudes and behaviors formed
from rules, norms, and values can define an organizational culture. J. Chatman and DL
Caldwell, as stated in Colquitt et al., define organizational culture as social knowledge shared
within an organization about rules, norms, and values that shape employee attitudes and
behavior (Colquitt, et al, 2009: 546). Therefore, great practical value in marketing
communications can be made by understanding the importance of cultural values in
advertising. Building on cultural differences should be a guide to developing international
marketing communication strategies (Munson and McIntyre, 1979). Ignoring the cultural
implications contained in advertising can cause consumers to misinterpret the information
they receive. This miscommunication is often the cause of business failure in international
markets.
Knowledge of the market's cultural environment can be leveraged when marketers
discuss consumer tastes, purchasing behavior, and product usage patterns. To customize
marketing communication strategies to be accepted by consumers, it is not enough for
commercial enterprises to focus on cultural differences alone. However, companies also need
to find cultural similarities to seize opportunities and revise standard marketing strategies
based on cultural information-based marketing communication theory. The ability to carefully
handle cultural conventions and differences in the global market is an important task in
marketing.
International business is often conducted across cultures, and managers' awareness of
cross-cultural areas prone to communication barriers and conflicts can improve marketing
communication. The discovery by individuals from different cultures of new ways of solving
problems by incorporating solutions that focus on cultural aspects and look at problems from
other perspectives, can support international business success. (Prasetia, 2021).
Marketing Strategy
Strategy is a multidimensional concept that includes all important organizational
activities such as creating a sense of unity, organizational rules and goals and creating
opportunities for significant change (Jumingan, 2015). Strategy is a way, tactics, techniques,
tactics, tactics and knowledge to use all sources that contain insight in one's journey to take
action to achieve predetermined goals. Overall, a strategy can be understood as a set of
options for planning and implementing a plan of action and allocating resources important
resources to achieve a goal, taking into account reasonable competitive advantages, ideas,
comparisons, and sustainable resonance in the ideal and long-term direction or the
organization.
Rangkuti (2014) states that strategy is described as one of the business tools to achieve
long-term goals. Siagian (2012) explains that every company organization must deal with two
types of environments, namely internal and external. The size of the company determines the
complexity of the form, type and nature of participation in the increasingly difficult and
complex decision-making process. Therefore, strategic management is needed to manage
these various activities. The definition of strategic management is managing all decisions as
well as the implementation and evaluation of decisions to achieve organizational goals and
objectives (Aditua & Silalahi, 2016).
The process of organizing, coordinating, and managing resources to achieve goals
effectively and efficiently can be defined as management. Effective means achieving goals in
accordance with the strategy, while efficient means that current activities are completed
properly, regularly, and on schedule. (Sholikhah, 2021).
Marketing is the process of organizing, implementing, and supervising programs
intended to establish, expand, and maintain profitable exchanges in order to successfully
achieve the goals that the organization or company has set for itself. Decision-making
procedures based on marketing principles and management processes such as analysis,
planning, policy implementation, plans and strategies, tactics, and control are included in the
application of management science.
Marketing is the analysis, planning, implementation, and control of programs intended
to achieve corporate goals by creating, developing, and maintaining profitable exchanges with
target customers. Marketing is intended so that sellers understand, recognize, and understand
excessively to consumers so that the product or service is in accordance with consumer
desires and sells itself.
According to Abdullah and Tantri (2016) the results of the interaction of various
activities in which individuals and groups get their needs and wants through the process of
creating, offering, and trading goods with each other.
To develop an effective marketing strategy, marketers need to be aware of the types of
problem-solving techniques that consumers use when choosing a product or service. Abdullah
and Tantri (2016) state that when formulating a strategy, product managers must consult with
the purchasing and production departments to guarantee that sufficient raw resources are
available and produce sufficient units to achieve the desired results, as well as with sales
managers to obtain personnel-related support.
A marketing plan can be considered in light of the aforementioned idea of requiring
both internal and external marketing. The process of creating customer service is valued,
distributed, and promoted. known as external marketing. Internal marketing describes the
ability of employees to serve clients by valuing services not only based on Technical quality
is important, but functional quality is also important (Yeni et al., 2019).
It takes several techniques or strategies to introduce a company's product to the market
so that it is known, tried, and trusted, leading to consumers needing it, even if they do not
want to use other goods or develop this product. In general, there are three main marketing
strategies:
Market evolution
In an effort to find new customers for a business. There are several ways to do this, including:
Search for new markets and market segments.
Setting up a brand to increase sales.
Product modification
Achieved through modifying product features that can attract new buyers.
Improve product strength, purity, and other qualities such as durability. Such
efforts will be effective If the quality of the product improves, then consumers are
aware of and believe in the improved quality, and they are interested in the
improvements that have been made.
Side improvements. This is achieved by giving the product more functionality and
safety.
In repair mode. Improving the appearance or design of manufactured goods
Change the marketing mix
There are various ways to increase sales, including:
Lower prices to attract new market segments.
Engage in more engaging advertising and promotional efforts.
Changing distribution channels to increase revenue or production numbers.
Promotion is included in the updated marketing mix from the third strategy point of
view. Promoting products to consumers is one of the techniques to improve product
marketing in economics and marketing. (Mawar & Aslami, 2021).
The Effect of Organizational Culture on the Implementation of Marketing Management
Culture has many interconnected components. From these different parts, a deep
understanding is required. These cultural elements affect international marketing, including:
Mateial Life
The main element of culture is its material component. The main material life is problematic
in the development of technology as a tool for the production, distribution and consumption of
goods and services. Environmental factors explain the different levels and types of demand
for consumer goods.
Language
Language is one of the difficulties that must be overcome in worldwide marketing. To be able
to establish relationships and communicate internationally, this language is one of the
obstacles, therefore language is considered the most important element in the success of
international marketing management.
Social Interaction
An equally important element is also the way in which community members relate to each
other. This interaction can be expressed as the concept of kinship.
Aesthetics
The concepts and viewpoints adopted by a culture that upholds attractiveness and taste are
referred to as aesthetics. Three principles govern aesthetic expression in the Asia-Pacific
region: (1) complexity and dressing (diversity of shapes, forms, and colors); (2) harmony and
natural scenery (such as mountains, flowers, and trees); and (3) simplicity.
Religion
In many communities, religion is important. When religion plays an important role in
consumers' lives, businesses need to recognize this. Companies can engage Muslim
consumers and grow their business in Islamic societies by ensuring the things they offer are
halal and adding halal labels on every product that will be advertised.
Education
One of the main ways of passing culture from one generation to the next is education. The
level of education and the quality of that education are two elements of education that matter
to global marketers. It is imperative that businesses consider the quality of education. The
gateway to addressing corporate demands is education.
Value System
Every culture has a set of core values that guide people's norms and expectations. Norms
influence how people feel about things and moral principles. A society's value system is very
important from an international marketing perspective. Product positioning and selection in
product design will be driven by local sentiments towards other cultures (Islam et al., 2023).
Every country has a different culture, so it is crucial for international management to
understand how culture affects global trade. It can be disastrous for a business if overseas
managers do not understand the culture of the country they are doing business in.
The following are some of the traits that managers who oversee international business
should be aware of as it relates to international business:
Culture is a reflection of learned behaviors that are passed down from one member
of a society to another.
Cultural components are connected.
Culture is adaptable, meaning it can change in response to outside events that impact
the community.
The realization of a society is of course determined by the culture that its members
accept. Those who share the culture are considered members of the society, while
those who do not share the culture are considered to be outside the society. the
following are some other opinions about the characteristics of culture, as follows:
o Learning: Culture is acquired through learning and experience; it is not
inherited or biological.
o Shared: Culture is not unique to individuals and individuals; people are
members of a collection of organizations or cultural divisions of society.
o Generational change: Culture is cumulative and is passed on from one
generation to the next, leading to generational change.
o Symbolic: Culture based on an individual's ability to represent or utilize one
item to characterize another.
o Exemplary: As culture is structured and interconnected, changes to one
aspect will also affect the other.
o Adaptability: The human ability to evolve and adapt is the foundation of
culture.
In marketing, there is the term marketing mix which formulates marketing strategies
that must be carried out by business actors into the 4Ps, namely product, price, place and
promotion. For product marketing efforts to be successful and successful in a highly dynamic
international context, strategic marketers must incorporate cultural characteristics when
developing marketing mix strategies. As a result, it is important to create a good marketing
mix program based on the following factors:
Product
Businesses in international marketing must be able to design goods that appeal to their target
audience. And from a global perspective, culture is an important tool for product
development. Because the products needed for each marketing niche and the methods used to
produce them are different. Compared to other goods such as cars and motorcycles, some
products, especially food, beverages, and apparel, have a very deep cultural connection and
affinity. For cultural considerations, certain goods or services may also be prohibited or
restricted.
Price.
In culturally diverse regions, consumers' willingness to pay for goods will differ. Even items
that are considered of high value in one culture may be more valuable and worthwhile in
another.
Place (Distribution)
Strategic distribution can also be influenced by cultural factors. This depends on each person's
way of life and regional culture.
Promotion
Promotion is one of the four most frequently used components of the marketing mix.
Typically, culture will have a significant impact on a company's communication strategy.
Since advertising strategies that work well in one culture may work against them in another,
international marketers must be careful when conducting marketing communications through
advertising and other advertising promotion strategies.
The integration of marketing strategies and local culture will have an effect on
business continuity and successful product marketing, so it is important for international
marketers to understand this in relation to marketing strategies, especially the marketing mix
when formulating marketing strategies that are best suited to the highly dynamic international
target market of global marketers (Islam et al., 2023).
How to communicate is the key to success in business competition in the international
arena. It takes the right way of communication in the marketing field to win the competition.
This way of communicating is strongly influenced by cultural factors, so culture here has a
very important influence on the success of companies in going international. One of them
affects the leader's decision in making a policy. Marketing strategies with a broad scope to
cross-culture are indispensable in developing and introducing businesses on the international
stage international. So these leaders must have a high awareness of the different business
cultures. A manager's approach is influenced by their leadership. Less supportive leadership
in this situation results from a lack of trust in subordinates and excessive caution, which
inhibits employees from using creativity in their work. In other words, the current government
system is a directive system. This is clearly contrary to the spirit of strategic management,
which provides opportunities for employees to participate in project planning,
implementation, and evaluation (Dewie Tri Wijayati, 2010). international marketing
communication, which can be seen from the point of view of values, consumers, thinking
methods, and linguistic points of view, is a form of communication to reduce the emergence
of problems between people with different cultural backgrounds and different countries.
The rapid development of the business world and industry is also influenced by the
rapid flow of globalization. This encourages business people to start competing to increase
their economic and business scale towards the global market. To reach the global market,
there is a challenge to create unique business products, which are certainly supported by
cultural aspects. Culture impacts marketing strategies in two ways: marketers can combine
these two approaches, or they can modify international marketing tactics to better suit
regional cultural variants. One of these, in the field of applied marketing, is the global
standardization of advertising content. Empirical research shows that when there is a
significant cultural gap between a company's headquarters, where it is located, and a new area
of its target market, conditions for strategic promotion arise.
Cultural factors, such as customer purchasing behavior and habits that affect the
implementation of inventory policies, must also be taken into account when executing
distribution plans, which are components of marketing policies. For example, European
regions are accustomed to large-scale consumption to coincide with certain seasons, but Asian
regions, which experience only two seasons, have a pattern of immediate storage and small-
scale consumption. To enable this culture demands a pattern of product marketing approach
that suits the regional circumstances. (Gunanto & Gusti, 2017).
Conclusions
One factor that traders believe contributes to market competition is market location.
International business professionals who recognize that there are cultures that are different
from their own and that they must learn about these cultural traits in order to make
adjustments can adapt or coexist with other cultures. When people from one culture cannot
understand cultural differences defined in communication practices, customs, and culture, as
well as thought processing in the context of another culture, problems in cross-cultural
marketing communication sometimes develop. Communication methods are one of the keys
to success in commercial competitiveness on a global scale. In the world of marketing,
winning the competition requires the right communication. This form of communication is
greatly influenced by cultural characteristics, therefore culture has a significant influence on
how well companies enter the global market. Every country has a different culture, so it is
very important for international management to understand how culture affects global trade.
Market Competition
Based on literature sources on strategic management, companies can maintain their
competitive advantage by optimizing the utilization of their assets and skills.
In the context of trade liberalization, interactions between local stakeholders and
domestic firms have a comparative advantage over foreign firms, but may face challenges in
competing on cost. Therefore, the author argues that by strengthening relationships with local
consumers, employees, and other stakeholders, domestic companies can respond to
intensifying competition from foreign companies. To disadvantage their competitors, firms
can utilize social and environmental initiatives to differentiate themselves and create "soft"
trade barriers.
Traders consider market location to be a contributing factor to market competition.
Consumer convenience and proximity to consumers as well as the distance between
traditional stores and modern stores in the same service area are the main factors that can
influence consumer preferences.
Theory and previous research show that the level of market competition can be
reflected by the level of market concentration. When markets have a wide range of
interchangeable products, high market concentration may indicate intense competition.
However, if costs or market entry are different, lower market concentration may indicate less
competition (Prasetia, 2021).
Organizational Culture
Culture can be explained as the totality of man-made beliefs, rules, techniques,
institutions and artifacts that characterize a human population. Therefore, culture consists of
behavioral patterns learned by members of a particular society, describing the unique lifestyle
of a group or individual.
In the context of international business professionals, they can adapt or coexist with
other cultures by recognizing the cultural diversity of their own culture and learning about the
cultural traits to make adjustments. E.T. Hall suggests two ways to adapt to culture, namely:
Become one with the culture for a lifetime in the country.
Following a sophisticated and comprehensive training program that covers key
characteristics of the culture, including the culture itself.
It is important to note that some cultural characteristics that have relevance to
international business are as follows:
Culture reflects learned behavior that is transmitted from one member of a society to
another.
The relationship between elements of culture (interrelated), meaning that each
element in culture is interconnected with one another.
Culture is adaptable, which means that culture can change according to the influence
of external forces that affect the society.
Culture is shared by members of a society, and determines their membership in a
society. People who share the same culture are considered members of a society,
while those who do not share it are considered outside the boundaries of that society
(Islam et al., 2023).
Social class, culture, and subculture significantly influence consumer behavior when
making purchases. A person's culture essentially determines their desires and actions.
As a marketer, it is important to pay attention to the cultural values of different
countries to know the most suitable way to detect or gain new opportunities for product
innovation and sell existing products. Cross-border communication for commercial purposes
is a form of communication in the international market. Communication between individuals
from the same culture is still often difficult, let alone communication between individuals
from different cultures in terms of language, values, customers, and ways of thinking will be
more difficult and carry a high risk of miscommunication. This often happens because
individuals from one culture are unaware of the differences in cultural practices, such as
communication, traditions, and thought processes, in another culture. The hypothesis that
advertising content differs by country can be supported through marketing communication
literature focusing on advertising.
Social knowledge in an organization such as employee attitudes and behaviors formed
from rules, norms, and values can define an organizational culture. J. Chatman and DL
Caldwell, as stated in Colquitt et al., define organizational culture as social knowledge shared
within an organization about rules, norms, and values that shape employee attitudes and
behavior (Colquitt, et al, 2009: 546). Therefore, great practical value in marketing
communications can be made by understanding the importance of cultural values in
advertising. Building on cultural differences should be a guide to developing international
marketing communication strategies (Munson and McIntyre, 1979). Ignoring the cultural
implications contained in advertising can cause consumers to misinterpret the information
they receive. This miscommunication is often the cause of business failure in international
markets.
Knowledge of the market's cultural environment can be leveraged when marketers
discuss consumer tastes, purchasing behavior, and product usage patterns. To customize
marketing communication strategies to be accepted by consumers, it is not enough for
commercial enterprises to focus on cultural differences alone. However, companies also need
to find cultural similarities to seize opportunities and revise standard marketing strategies
based on cultural information-based marketing communication theory. The ability to carefully
handle cultural conventions and differences in the global market is an important task in
marketing.
International business is often conducted across cultures, and managers' awareness of
cross-cultural areas prone to communication barriers and conflicts can improve marketing
communication. The discovery by individuals from different cultures of new ways of solving
problems by incorporating solutions that focus on cultural aspects and look at problems from
other perspectives, can support international business success. (Prasetia, 2021).
Marketing Strategy
Strategy is a multidimensional concept that includes all important organizational
activities such as creating a sense of unity, organizational rules and goals and creating
opportunities for significant change (Jumingan, 2015). Strategy is a way, tactics, techniques,
tactics, tactics and knowledge to use all sources that contain insight in one's journey to take
action to achieve predetermined goals. Overall, a strategy can be understood as a set of
options for planning and implementing a plan of action and allocating resources important
resources to achieve a goal, taking into account reasonable competitive advantages, ideas,
comparisons, and sustainable resonance in the ideal and long-term direction or the
organization.
Rangkuti (2014) states that strategy is described as one of the business tools to achieve
long-term goals. Siagian (2012) explains that every company organization must deal with two
types of environments, namely internal and external. The size of the company determines the
complexity of the form, type and nature of participation in the increasingly difficult and
complex decision-making process. Therefore, strategic management is needed to manage
these various activities. The definition of strategic management is managing all decisions as
well as the implementation and evaluation of decisions to achieve organizational goals and
objectives (Aditua & Silalahi, 2016).
The process of organizing, coordinating, and managing resources to achieve goals
effectively and efficiently can be defined as management. Effective means achieving goals in
accordance with the strategy, while efficient means that current activities are completed
properly, regularly, and on schedule. (Sholikhah, 2021).
Marketing is the process of organizing, implementing, and supervising programs
intended to establish, expand, and maintain profitable exchanges in order to successfully
achieve the goals that the organization or company has set for itself. Decision-making
procedures based on marketing principles and management processes such as analysis,
planning, policy implementation, plans and strategies, tactics, and control are included in the
application of management science.
Marketing is the analysis, planning, implementation, and control of programs intended
to achieve corporate goals by creating, developing, and maintaining profitable exchanges with
target customers. Marketing is intended so that sellers understand, recognize, and understand
excessively to consumers so that the product or service is in accordance with consumer
desires and sells itself.
According to Abdullah and Tantri (2016) the results of the interaction of various
activities in which individuals and groups get their needs and wants through the process of
creating, offering, and trading goods with each other.
To develop an effective marketing strategy, marketers need to be aware of the types of
problem-solving techniques that consumers use when choosing a product or service. Abdullah
and Tantri (2016) state that when formulating a strategy, product managers must consult with
the purchasing and production departments to guarantee that sufficient raw resources are
available and produce sufficient units to achieve the desired results, as well as with sales
managers to obtain personnel-related support.
A marketing plan can be considered in light of the aforementioned idea of requiring
both internal and external marketing. The process of creating customer service is valued,
distributed, and promoted. known as external marketing. Internal marketing describes the
ability of employees to serve clients by valuing services not only based on Technical quality
is important, but functional quality is also important (Yeni et al., 2019).
It takes several techniques or strategies to introduce a company's product to the market
so that it is known, tried, and trusted, leading to consumers needing it, even if they do not
want to use other goods or develop this product. In general, there are three main marketing
strategies:
Market evolution
In an effort to find new customers for a business. There are several ways to do this, including:
Search for new markets and market segments.
Setting up a brand to increase sales.
Product modification
Achieved through modifying product features that can attract new buyers.
Improve product strength, purity, and other qualities such as durability. Such
efforts will be effective If the quality of the product improves, then consumers are
aware of and believe in the improved quality, and they are interested in the
improvements that have been made.
Side improvements. This is achieved by giving the product more functionality and
safety.
In repair mode. Improving the appearance or design of manufactured goods
Change the marketing mix
There are various ways to increase sales, including:
Lower prices to attract new market segments.
Engage in more engaging advertising and promotional efforts.
Changing distribution channels to increase revenue or production numbers.
Promotion is included in the updated marketing mix from the third strategy point of
view. Promoting products to consumers is one of the techniques to improve product
marketing in economics and marketing. (Mawar & Aslami, 2021).
The Effect of Organizational Culture on the Implementation of Marketing Management
Culture has many interconnected components. From these different parts, a deep
understanding is required. These cultural elements affect international marketing, including:
Mateial Life
The main element of culture is its material component. The main material life is problematic
in the development of technology as a tool for the production, distribution and consumption of
goods and services. Environmental factors explain the different levels and types of demand
for consumer goods.
Language
Language is one of the difficulties that must be overcome in worldwide marketing. To be able
to establish relationships and communicate internationally, this language is one of the
obstacles, therefore language is considered the most important element in the success of
international marketing management.
Social Interaction
An equally important element is also the way in which community members relate to each
other. This interaction can be expressed as the concept of kinship.
Aesthetics
The concepts and viewpoints adopted by a culture that upholds attractiveness and taste are
referred to as aesthetics. Three principles govern aesthetic expression in the Asia-Pacific
region: (1) complexity and dressing (diversity of shapes, forms, and colors); (2) harmony and
natural scenery (such as mountains, flowers, and trees); and (3) simplicity.
Religion
In many communities, religion is important. When religion plays an important role in
consumers' lives, businesses need to recognize this. Companies can engage Muslim
consumers and grow their business in Islamic societies by ensuring the things they offer are
halal and adding halal labels on every product that will be advertised.
Education
One of the main ways of passing culture from one generation to the next is education. The
level of education and the quality of that education are two elements of education that matter
to global marketers. It is imperative that businesses consider the quality of education. The
gateway to addressing corporate demands is education.
Value System
Every culture has a set of core values that guide people's norms and expectations. Norms
influence how people feel about things and moral principles. A society's value system is very
important from an international marketing perspective. Product positioning and selection in
product design will be driven by local sentiments towards other cultures (Islam et al., 2023).
Every country has a different culture, so it is crucial for international management to
understand how culture affects global trade. It can be disastrous for a business if overseas
managers do not understand the culture of the country they are doing business in.
The following are some of the traits that managers who oversee international business
should be aware of as it relates to international business:
Culture is a reflection of learned behaviors that are passed down from one member
of a society to another.
Cultural components are connected.
Culture is adaptable, meaning it can change in response to outside events that impact
the community.
The realization of a society is of course determined by the culture that its members
accept. Those who share the culture are considered members of the society, while
those who do not share the culture are considered to be outside the society. the
following are some other opinions about the characteristics of culture, as follows:
o Learning: Culture is acquired through learning and experience; it is not
inherited or biological.
o Shared: Culture is not unique to individuals and individuals; people are
members of a collection of organizations or cultural divisions of society.
o Generational change: Culture is cumulative and is passed on from one
generation to the next, leading to generational change.
o Symbolic: Culture based on an individual's ability to represent or utilize one
item to characterize another.
o Exemplary: As culture is structured and interconnected, changes to one
aspect will also affect the other.
o Adaptability: The human ability to evolve and adapt is the foundation of
culture.
In marketing, there is the term marketing mix which formulates marketing strategies
that must be carried out by business actors into the 4Ps, namely product, price, place and
promotion. For product marketing efforts to be successful and successful in a highly dynamic
international context, strategic marketers must incorporate cultural characteristics when
developing marketing mix strategies. As a result, it is important to create a good marketing
mix program based on the following factors:
Product
Businesses in international marketing must be able to design goods that appeal to their target
audience. And from a global perspective, culture is an important tool for product
development. Because the products needed for each marketing niche and the methods used to
produce them are different. Compared to other goods such as cars and motorcycles, some
products, especially food, beverages, and apparel, have a very deep cultural connection and
affinity. For cultural considerations, certain goods or services may also be prohibited or
restricted.
Price.
In culturally diverse regions, consumers' willingness to pay for goods will differ. Even items
that are considered of high value in one culture may be more valuable and worthwhile in
another.
Place (Distribution)
Strategic distribution can also be influenced by cultural factors. This depends on each person's
way of life and regional culture.
Promotion
Promotion is one of the four most frequently used components of the marketing mix.
Typically, culture will have a significant impact on a company's communication strategy.
Since advertising strategies that work well in one culture may work against them in another,
international marketers must be careful when conducting marketing communications through
advertising and other advertising promotion strategies.
The integration of marketing strategies and local culture will have an effect on
business continuity and successful product marketing, so it is important for international
marketers to understand this in relation to marketing strategies, especially the marketing mix
when formulating marketing strategies that are best suited to the highly dynamic international
target market of global marketers (Islam et al., 2023).
How to communicate is the key to success in business competition in the international
arena. It takes the right way of communication in the marketing field to win the competition.
This way of communicating is strongly influenced by cultural factors, so culture here has a
very important influence on the success of companies in going international. One of them
affects the leader's decision in making a policy. Marketing strategies with a broad scope to
cross-culture are indispensable in developing and introducing businesses on the international
stage international. So these leaders must have a high awareness of the different business
cultures. A manager's approach is influenced by their leadership. Less supportive leadership
in this situation results from a lack of trust in subordinates and excessive caution, which
inhibits employees from using creativity in their work. In other words, the current government
system is a directive system. This is clearly contrary to the spirit of strategic management,
which provides opportunities for employees to participate in project planning,
implementation, and evaluation (Dewie Tri Wijayati, 2010). international marketing
communication, which can be seen from the point of view of values, consumers, thinking
methods, and linguistic points of view, is a form of communication to reduce the emergence
of problems between people with different cultural backgrounds and different countries.
The rapid development of the business world and industry is also influenced by the
rapid flow of globalization. This encourages business people to start competing to increase
their economic and business scale towards the global market. To reach the global market,
there is a challenge to create unique business products, which are certainly supported by
cultural aspects. Culture impacts marketing strategies in two ways: marketers can combine
these two approaches, or they can modify international marketing tactics to better suit
regional cultural variants. One of these, in the field of applied marketing, is the global
standardization of advertising content. Empirical research shows that when there is a
significant cultural gap between a company's headquarters, where it is located, and a new area
of its target market, conditions for strategic promotion arise.
Cultural factors, such as customer purchasing behavior and habits that affect the
implementation of inventory policies, must also be taken into account when executing
distribution plans, which are components of marketing policies. For example, European
regions are accustomed to large-scale consumption to coincide with certain seasons, but Asian
regions, which experience only two seasons, have a pattern of immediate storage and small-
scale consumption. To enable this culture demands a pattern of product marketing approach
that suits the regional circumstances. (Gunanto & Gusti, 2017).
Conclusions
One factor that traders believe contributes to market competition is market location.
International business professionals who recognize that there are cultures that are different
from their own and that they must learn about these cultural traits in order to make
adjustments can adapt or coexist with other cultures. When people from one culture cannot
understand cultural differences defined in communication practices, customs, and culture, as
well as thought processing in the context of another culture, problems in cross-cultural
marketing communication sometimes develop. Communication methods are one of the keys
to success in commercial competitiveness on a global scale. In the world of marketing,
winning the competition requires the right communication. This form of communication is
greatly influenced by cultural characteristics, therefore culture has a significant influence on
how well companies enter the global market. Every country has a different culture, so it is
very important for international management to understand how culture affects global trade.
Market Competition
Based on literature sources on strategic management, companies can maintain their
competitive advantage by optimizing the utilization of their assets and skills.
In the context of trade liberalization, interactions between local stakeholders and
domestic firms have a comparative advantage over foreign firms, but may face challenges in
competing on cost. Therefore, the author argues that by strengthening relationships with local
consumers, employees, and other stakeholders, domestic companies can respond to
intensifying competition from foreign companies. To disadvantage their competitors, firms
can utilize social and environmental initiatives to differentiate themselves and create "soft"
trade barriers.
Traders consider market location to be a contributing factor to market competition.
Consumer convenience and proximity to consumers as well as the distance between
traditional stores and modern stores in the same service area are the main factors that can
influence consumer preferences.
Theory and previous research show that the level of market competition can be
reflected by the level of market concentration. When markets have a wide range of
interchangeable products, high market concentration may indicate intense competition.
However, if costs or market entry are different, lower market concentration may indicate less
competition (Prasetia, 2021).
Organizational Culture
Culture can be explained as the totality of man-made beliefs, rules, techniques,
institutions and artifacts that characterize a human population. Therefore, culture consists of
behavioral patterns learned by members of a particular society, describing the unique lifestyle
of a group or individual.
In the context of international business professionals, they can adapt or coexist with
other cultures by recognizing the cultural diversity of their own culture and learning about the
cultural traits to make adjustments. E.T. Hall suggests two ways to adapt to culture, namely:
Become one with the culture for a lifetime in the country.
Following a sophisticated and comprehensive training program that covers key
characteristics of the culture, including the culture itself.
It is important to note that some cultural characteristics that have relevance to
international business are as follows:
Culture reflects learned behavior that is transmitted from one member of a society to
another.
The relationship between elements of culture (interrelated), meaning that each
element in culture is interconnected with one another.
Culture is adaptable, which means that culture can change according to the influence
of external forces that affect the society.
Culture is shared by members of a society, and determines their membership in a
society. People who share the same culture are considered members of a society,
while those who do not share it are considered outside the boundaries of that society
(Islam et al., 2023).
Social class, culture, and subculture significantly influence consumer behavior when
making purchases. A person's culture essentially determines their desires and actions.
As a marketer, it is important to pay attention to the cultural values of different
countries to know the most suitable way to detect or gain new opportunities for product
innovation and sell existing products. Cross-border communication for commercial purposes
is a form of communication in the international market. Communication between individuals
from the same culture is still often difficult, let alone communication between individuals
from different cultures in terms of language, values, customers, and ways of thinking will be
more difficult and carry a high risk of miscommunication. This often happens because
individuals from one culture are unaware of the differences in cultural practices, such as
communication, traditions, and thought processes, in another culture. The hypothesis that
advertising content differs by country can be supported through marketing communication
literature focusing on advertising.
Social knowledge in an organization such as employee attitudes and behaviors formed
from rules, norms, and values can define an organizational culture. J. Chatman and DL
Caldwell, as stated in Colquitt et al., define organizational culture as social knowledge shared
within an organization about rules, norms, and values that shape employee attitudes and
behavior (Colquitt, et al, 2009: 546). Therefore, great practical value in marketing
communications can be made by understanding the importance of cultural values in
advertising. Building on cultural differences should be a guide to developing international
marketing communication strategies (Munson and McIntyre, 1979). Ignoring the cultural
implications contained in advertising can cause consumers to misinterpret the information
they receive. This miscommunication is often the cause of business failure in international
markets.
Knowledge of the market's cultural environment can be leveraged when marketers
discuss consumer tastes, purchasing behavior, and product usage patterns. To customize
marketing communication strategies to be accepted by consumers, it is not enough for
commercial enterprises to focus on cultural differences alone. However, companies also need
to find cultural similarities to seize opportunities and revise standard marketing strategies
based on cultural information-based marketing communication theory. The ability to carefully
handle cultural conventions and differences in the global market is an important task in
marketing.
International business is often conducted across cultures, and managers' awareness of
cross-cultural areas prone to communication barriers and conflicts can improve marketing
communication. The discovery by individuals from different cultures of new ways of solving
problems by incorporating solutions that focus on cultural aspects and look at problems from
other perspectives, can support international business success. (Prasetia, 2021).
Marketing Strategy
Strategy is a multidimensional concept that includes all important organizational
activities such as creating a sense of unity, organizational rules and goals and creating
opportunities for significant change (Jumingan, 2015). Strategy is a way, tactics, techniques,
tactics, tactics and knowledge to use all sources that contain insight in one's journey to take
action to achieve predetermined goals. Overall, a strategy can be understood as a set of
options for planning and implementing a plan of action and allocating resources important
resources to achieve a goal, taking into account reasonable competitive advantages, ideas,
comparisons, and sustainable resonance in the ideal and long-term direction or the
organization.
Rangkuti (2014) states that strategy is described as one of the business tools to achieve
long-term goals. Siagian (2012) explains that every company organization must deal with two
types of environments, namely internal and external. The size of the company determines the
complexity of the form, type and nature of participation in the increasingly difficult and
complex decision-making process. Therefore, strategic management is needed to manage
these various activities. The definition of strategic management is managing all decisions as
well as the implementation and evaluation of decisions to achieve organizational goals and
objectives (Aditua & Silalahi, 2016).
The process of organizing, coordinating, and managing resources to achieve goals
effectively and efficiently can be defined as management. Effective means achieving goals in
accordance with the strategy, while efficient means that current activities are completed
properly, regularly, and on schedule. (Sholikhah, 2021).
Marketing is the process of organizing, implementing, and supervising programs
intended to establish, expand, and maintain profitable exchanges in order to successfully
achieve the goals that the organization or company has set for itself. Decision-making
procedures based on marketing principles and management processes such as analysis,
planning, policy implementation, plans and strategies, tactics, and control are included in the
application of management science.
Marketing is the analysis, planning, implementation, and control of programs intended
to achieve corporate goals by creating, developing, and maintaining profitable exchanges with
target customers. Marketing is intended so that sellers understand, recognize, and understand
excessively to consumers so that the product or service is in accordance with consumer
desires and sells itself.
According to Abdullah and Tantri (2016) the results of the interaction of various
activities in which individuals and groups get their needs and wants through the process of
creating, offering, and trading goods with each other.
To develop an effective marketing strategy, marketers need to be aware of the types of
problem-solving techniques that consumers use when choosing a product or service. Abdullah
and Tantri (2016) state that when formulating a strategy, product managers must consult with
the purchasing and production departments to guarantee that sufficient raw resources are
available and produce sufficient units to achieve the desired results, as well as with sales
managers to obtain personnel-related support.
A marketing plan can be considered in light of the aforementioned idea of requiring
both internal and external marketing. The process of creating customer service is valued,
distributed, and promoted. known as external marketing. Internal marketing describes the
ability of employees to serve clients by valuing services not only based on Technical quality
is important, but functional quality is also important (Yeni et al., 2019).
It takes several techniques or strategies to introduce a company's product to the market
so that it is known, tried, and trusted, leading to consumers needing it, even if they do not
want to use other goods or develop this product. In general, there are three main marketing
strategies:
Market evolution
In an effort to find new customers for a business. There are several ways to do this, including:
Search for new markets and market segments.
Setting up a brand to increase sales.
Product modification
Achieved through modifying product features that can attract new buyers.
Improve product strength, purity, and other qualities such as durability. Such
efforts will be effective If the quality of the product improves, then consumers are
aware of and believe in the improved quality, and they are interested in the
improvements that have been made.
Side improvements. This is achieved by giving the product more functionality and
safety.
In repair mode. Improving the appearance or design of manufactured goods
Change the marketing mix
There are various ways to increase sales, including:
Lower prices to attract new market segments.
Engage in more engaging advertising and promotional efforts.
Changing distribution channels to increase revenue or production numbers.
Promotion is included in the updated marketing mix from the third strategy point of
view. Promoting products to consumers is one of the techniques to improve product
marketing in economics and marketing. (Mawar & Aslami, 2021).
The Effect of Organizational Culture on the Implementation of Marketing Management
Culture has many interconnected components. From these different parts, a deep
understanding is required. These cultural elements affect international marketing, including:
Mateial Life
The main element of culture is its material component. The main material life is problematic
in the development of technology as a tool for the production, distribution and consumption of
goods and services. Environmental factors explain the different levels and types of demand
for consumer goods.
Language
Language is one of the difficulties that must be overcome in worldwide marketing. To be able
to establish relationships and communicate internationally, this language is one of the
obstacles, therefore language is considered the most important element in the success of
international marketing management.
Social Interaction
An equally important element is also the way in which community members relate to each
other. This interaction can be expressed as the concept of kinship.
Aesthetics
The concepts and viewpoints adopted by a culture that upholds attractiveness and taste are
referred to as aesthetics. Three principles govern aesthetic expression in the Asia-Pacific
region: (1) complexity and dressing (diversity of shapes, forms, and colors); (2) harmony and
natural scenery (such as mountains, flowers, and trees); and (3) simplicity.
Religion
In many communities, religion is important. When religion plays an important role in
consumers' lives, businesses need to recognize this. Companies can engage Muslim
consumers and grow their business in Islamic societies by ensuring the things they offer are
halal and adding halal labels on every product that will be advertised.
Education
One of the main ways of passing culture from one generation to the next is education. The
level of education and the quality of that education are two elements of education that matter
to global marketers. It is imperative that businesses consider the quality of education. The
gateway to addressing corporate demands is education.
Value System
Every culture has a set of core values that guide people's norms and expectations. Norms
influence how people feel about things and moral principles. A society's value system is very
important from an international marketing perspective. Product positioning and selection in
product design will be driven by local sentiments towards other cultures (Islam et al., 2023).
Every country has a different culture, so it is crucial for international management to
understand how culture affects global trade. It can be disastrous for a business if overseas
managers do not understand the culture of the country they are doing business in.
The following are some of the traits that managers who oversee international business
should be aware of as it relates to international business:
Culture is a reflection of learned behaviors that are passed down from one member
of a society to another.
Cultural components are connected.
Culture is adaptable, meaning it can change in response to outside events that impact
the community.
The realization of a society is of course determined by the culture that its members
accept. Those who share the culture are considered members of the society, while
those who do not share the culture are considered to be outside the society. the
following are some other opinions about the characteristics of culture, as follows:
o Learning: Culture is acquired through learning and experience; it is not
inherited or biological.
o Shared: Culture is not unique to individuals and individuals; people are
members of a collection of organizations or cultural divisions of society.
o Generational change: Culture is cumulative and is passed on from one
generation to the next, leading to generational change.
o Symbolic: Culture based on an individual's ability to represent or utilize one
item to characterize another.
o Exemplary: As culture is structured and interconnected, changes to one
aspect will also affect the other.
o Adaptability: The human ability to evolve and adapt is the foundation of
culture.
In marketing, there is the term marketing mix which formulates marketing strategies
that must be carried out by business actors into the 4Ps, namely product, price, place and
promotion. For product marketing efforts to be successful and successful in a highly dynamic
international context, strategic marketers must incorporate cultural characteristics when
developing marketing mix strategies. As a result, it is important to create a good marketing
mix program based on the following factors:
Product
Businesses in international marketing must be able to design goods that appeal to their target
audience. And from a global perspective, culture is an important tool for product
development. Because the products needed for each marketing niche and the methods used to
produce them are different. Compared to other goods such as cars and motorcycles, some
products, especially food, beverages, and apparel, have a very deep cultural connection and
affinity. For cultural considerations, certain goods or services may also be prohibited or
restricted.
Price.
In culturally diverse regions, consumers' willingness to pay for goods will differ. Even items
that are considered of high value in one culture may be more valuable and worthwhile in
another.
Place (Distribution)
Strategic distribution can also be influenced by cultural factors. This depends on each person's
way of life and regional culture.
Promotion
Promotion is one of the four most frequently used components of the marketing mix.
Typically, culture will have a significant impact on a company's communication strategy.
Since advertising strategies that work well in one culture may work against them in another,
international marketers must be careful when conducting marketing communications through
advertising and other advertising promotion strategies.
The integration of marketing strategies and local culture will have an effect on
business continuity and successful product marketing, so it is important for international
marketers to understand this in relation to marketing strategies, especially the marketing mix
when formulating marketing strategies that are best suited to the highly dynamic international
target market of global marketers (Islam et al., 2023).
How to communicate is the key to success in business competition in the international
arena. It takes the right way of communication in the marketing field to win the competition.
This way of communicating is strongly influenced by cultural factors, so culture here has a
very important influence on the success of companies in going international. One of them
affects the leader's decision in making a policy. Marketing strategies with a broad scope to
cross-culture are indispensable in developing and introducing businesses on the international
stage international. So these leaders must have a high awareness of the different business
cultures. A manager's approach is influenced by their leadership. Less supportive leadership
in this situation results from a lack of trust in subordinates and excessive caution, which
inhibits employees from using creativity in their work. In other words, the current government
system is a directive system. This is clearly contrary to the spirit of strategic management,
which provides opportunities for employees to participate in project planning,
implementation, and evaluation (Dewie Tri Wijayati, 2010). international marketing
communication, which can be seen from the point of view of values, consumers, thinking
methods, and linguistic points of view, is a form of communication to reduce the emergence
of problems between people with different cultural backgrounds and different countries.
The rapid development of the business world and industry is also influenced by the
rapid flow of globalization. This encourages business people to start competing to increase
their economic and business scale towards the global market. To reach the global market,
there is a challenge to create unique business products, which are certainly supported by
cultural aspects. Culture impacts marketing strategies in two ways: marketers can combine
these two approaches, or they can modify international marketing tactics to better suit
regional cultural variants. One of these, in the field of applied marketing, is the global
standardization of advertising content. Empirical research shows that when there is a
significant cultural gap between a company's headquarters, where it is located, and a new area
of its target market, conditions for strategic promotion arise.
Cultural factors, such as customer purchasing behavior and habits that affect the
implementation of inventory policies, must also be taken into account when executing
distribution plans, which are components of marketing policies. For example, European
regions are accustomed to large-scale consumption to coincide with certain seasons, but Asian
regions, which experience only two seasons, have a pattern of immediate storage and small-
scale consumption. To enable this culture demands a pattern of product marketing approach
that suits the regional circumstances. (Gunanto & Gusti, 2017).
Conclusions
One factor that traders believe contributes to market competition is market location.
International business professionals who recognize that there are cultures that are different
from their own and that they must learn about these cultural traits in order to make
adjustments can adapt or coexist with other cultures. When people from one culture cannot
understand cultural differences defined in communication practices, customs, and culture, as
well as thought processing in the context of another culture, problems in cross-cultural
marketing communication sometimes develop. Communication methods are one of the keys
to success in commercial competitiveness on a global scale. In the world of marketing,
winning the competition requires the right communication. This form of communication is
greatly influenced by cultural characteristics, therefore culture has a significant influence on
how well companies enter the global market. Every country has a different culture, so it is
very important for international management to understand how culture affects global trade.
Market Competition
Based on literature sources on strategic management, companies can maintain their
competitive advantage by optimizing the utilization of their assets and skills.
In the context of trade liberalization, interactions between local stakeholders and
domestic firms have a comparative advantage over foreign firms, but may face challenges in
competing on cost. Therefore, the author argues that by strengthening relationships with local
consumers, employees, and other stakeholders, domestic companies can respond to
intensifying competition from foreign companies. To disadvantage their competitors, firms
can utilize social and environmental initiatives to differentiate themselves and create "soft"
trade barriers.
Traders consider market location to be a contributing factor to market competition.
Consumer convenience and proximity to consumers as well as the distance between
traditional stores and modern stores in the same service area are the main factors that can
influence consumer preferences.
Theory and previous research show that the level of market competition can be
reflected by the level of market concentration. When markets have a wide range of
interchangeable products, high market concentration may indicate intense competition.
However, if costs or market entry are different, lower market concentration may indicate less
competition (Prasetia, 2021).
Organizational Culture
Culture can be explained as the totality of man-made beliefs, rules, techniques,
institutions and artifacts that characterize a human population. Therefore, culture consists of
behavioral patterns learned by members of a particular society, describing the unique lifestyle
of a group or individual.
In the context of international business professionals, they can adapt or coexist with
other cultures by recognizing the cultural diversity of their own culture and learning about the
cultural traits to make adjustments. E.T. Hall suggests two ways to adapt to culture, namely:
Become one with the culture for a lifetime in the country.
Following a sophisticated and comprehensive training program that covers key
characteristics of the culture, including the culture itself.
It is important to note that some cultural characteristics that have relevance to
international business are as follows:
Culture reflects learned behavior that is transmitted from one member of a society to
another.
The relationship between elements of culture (interrelated), meaning that each
element in culture is interconnected with one another.
Culture is adaptable, which means that culture can change according to the influence
of external forces that affect the society.
Culture is shared by members of a society, and determines their membership in a
society. People who share the same culture are considered members of a society,
while those who do not share it are considered outside the boundaries of that society
(Islam et al., 2023).
Social class, culture, and subculture significantly influence consumer behavior when
making purchases. A person's culture essentially determines their desires and actions.
As a marketer, it is important to pay attention to the cultural values of different
countries to know the most suitable way to detect or gain new opportunities for product
innovation and sell existing products. Cross-border communication for commercial purposes
is a form of communication in the international market. Communication between individuals
from the same culture is still often difficult, let alone communication between individuals
from different cultures in terms of language, values, customers, and ways of thinking will be
more difficult and carry a high risk of miscommunication. This often happens because
individuals from one culture are unaware of the differences in cultural practices, such as
communication, traditions, and thought processes, in another culture. The hypothesis that
advertising content differs by country can be supported through marketing communication
literature focusing on advertising.
Social knowledge in an organization such as employee attitudes and behaviors formed
from rules, norms, and values can define an organizational culture. J. Chatman and DL
Caldwell, as stated in Colquitt et al., define organizational culture as social knowledge shared
within an organization about rules, norms, and values that shape employee attitudes and
behavior (Colquitt, et al, 2009: 546). Therefore, great practical value in marketing
communications can be made by understanding the importance of cultural values in
advertising. Building on cultural differences should be a guide to developing international
marketing communication strategies (Munson and McIntyre, 1979). Ignoring the cultural
implications contained in advertising can cause consumers to misinterpret the information
they receive. This miscommunication is often the cause of business failure in international
markets.
Knowledge of the market's cultural environment can be leveraged when marketers
discuss consumer tastes, purchasing behavior, and product usage patterns. To customize
marketing communication strategies to be accepted by consumers, it is not enough for
commercial enterprises to focus on cultural differences alone. However, companies also need
to find cultural similarities to seize opportunities and revise standard marketing strategies
based on cultural information-based marketing communication theory. The ability to carefully
handle cultural conventions and differences in the global market is an important task in
marketing.
International business is often conducted across cultures, and managers' awareness of
cross-cultural areas prone to communication barriers and conflicts can improve marketing
communication. The discovery by individuals from different cultures of new ways of solving
problems by incorporating solutions that focus on cultural aspects and look at problems from
other perspectives, can support international business success. (Prasetia, 2021).
Marketing Strategy
Strategy is a multidimensional concept that includes all important organizational
activities such as creating a sense of unity, organizational rules and goals and creating
opportunities for significant change (Jumingan, 2015). Strategy is a way, tactics, techniques,
tactics, tactics and knowledge to use all sources that contain insight in one's journey to take
action to achieve predetermined goals. Overall, a strategy can be understood as a set of
options for planning and implementing a plan of action and allocating resources important
resources to achieve a goal, taking into account reasonable competitive advantages, ideas,
comparisons, and sustainable resonance in the ideal and long-term direction or the
organization.
Rangkuti (2014) states that strategy is described as one of the business tools to achieve
long-term goals. Siagian (2012) explains that every company organization must deal with two
types of environments, namely internal and external. The size of the company determines the
complexity of the form, type and nature of participation in the increasingly difficult and
complex decision-making process. Therefore, strategic management is needed to manage
these various activities. The definition of strategic management is managing all decisions as
well as the implementation and evaluation of decisions to achieve organizational goals and
objectives (Aditua & Silalahi, 2016).
The process of organizing, coordinating, and managing resources to achieve goals
effectively and efficiently can be defined as management. Effective means achieving goals in
accordance with the strategy, while efficient means that current activities are completed
properly, regularly, and on schedule. (Sholikhah, 2021).
Marketing is the process of organizing, implementing, and supervising programs
intended to establish, expand, and maintain profitable exchanges in order to successfully
achieve the goals that the organization or company has set for itself. Decision-making
procedures based on marketing principles and management processes such as analysis,
planning, policy implementation, plans and strategies, tactics, and control are included in the
application of management science.
Marketing is the analysis, planning, implementation, and control of programs intended
to achieve corporate goals by creating, developing, and maintaining profitable exchanges with
target customers. Marketing is intended so that sellers understand, recognize, and understand
excessively to consumers so that the product or service is in accordance with consumer
desires and sells itself.
According to Abdullah and Tantri (2016) the results of the interaction of various
activities in which individuals and groups get their needs and wants through the process of
creating, offering, and trading goods with each other.
To develop an effective marketing strategy, marketers need to be aware of the types of
problem-solving techniques that consumers use when choosing a product or service. Abdullah
and Tantri (2016) state that when formulating a strategy, product managers must consult with
the purchasing and production departments to guarantee that sufficient raw resources are
available and produce sufficient units to achieve the desired results, as well as with sales
managers to obtain personnel-related support.
A marketing plan can be considered in light of the aforementioned idea of requiring
both internal and external marketing. The process of creating customer service is valued,
distributed, and promoted. known as external marketing. Internal marketing describes the
ability of employees to serve clients by valuing services not only based on Technical quality
is important, but functional quality is also important (Yeni et al., 2019).
It takes several techniques or strategies to introduce a company's product to the market
so that it is known, tried, and trusted, leading to consumers needing it, even if they do not
want to use other goods or develop this product. In general, there are three main marketing
strategies:
Market evolution
In an effort to find new customers for a business. There are several ways to do this, including:
Search for new markets and market segments.
Setting up a brand to increase sales.
Product modification
Achieved through modifying product features that can attract new buyers.
Improve product strength, purity, and other qualities such as durability. Such
efforts will be effective If the quality of the product improves, then consumers are
aware of and believe in the improved quality, and they are interested in the
improvements that have been made.
Side improvements. This is achieved by giving the product more functionality and
safety.
In repair mode. Improving the appearance or design of manufactured goods
Change the marketing mix
There are various ways to increase sales, including:
Lower prices to attract new market segments.
Engage in more engaging advertising and promotional efforts.
Changing distribution channels to increase revenue or production numbers.
Promotion is included in the updated marketing mix from the third strategy point of
view. Promoting products to consumers is one of the techniques to improve product
marketing in economics and marketing. (Mawar & Aslami, 2021).
The Effect of Organizational Culture on the Implementation of Marketing Management
Culture has many interconnected components. From these different parts, a deep
understanding is required. These cultural elements affect international marketing, including:
Mateial Life
The main element of culture is its material component. The main material life is problematic
in the development of technology as a tool for the production, distribution and consumption of
goods and services. Environmental factors explain the different levels and types of demand
for consumer goods.
Language
Language is one of the difficulties that must be overcome in worldwide marketing. To be able
to establish relationships and communicate internationally, this language is one of the
obstacles, therefore language is considered the most important element in the success of
international marketing management.
Social Interaction
An equally important element is also the way in which community members relate to each
other. This interaction can be expressed as the concept of kinship.
Aesthetics
The concepts and viewpoints adopted by a culture that upholds attractiveness and taste are
referred to as aesthetics. Three principles govern aesthetic expression in the Asia-Pacific
region: (1) complexity and dressing (diversity of shapes, forms, and colors); (2) harmony and
natural scenery (such as mountains, flowers, and trees); and (3) simplicity.
Religion
In many communities, religion is important. When religion plays an important role in
consumers' lives, businesses need to recognize this. Companies can engage Muslim
consumers and grow their business in Islamic societies by ensuring the things they offer are
halal and adding halal labels on every product that will be advertised.
Education
One of the main ways of passing culture from one generation to the next is education. The
level of education and the quality of that education are two elements of education that matter
to global marketers. It is imperative that businesses consider the quality of education. The
gateway to addressing corporate demands is education.
Value System
Every culture has a set of core values that guide people's norms and expectations. Norms
influence how people feel about things and moral principles. A society's value system is very
important from an international marketing perspective. Product positioning and selection in
product design will be driven by local sentiments towards other cultures (Islam et al., 2023).
Every country has a different culture, so it is crucial for international management to
understand how culture affects global trade. It can be disastrous for a business if overseas
managers do not understand the culture of the country they are doing business in.
The following are some of the traits that managers who oversee international business
should be aware of as it relates to international business:
Culture is a reflection of learned behaviors that are passed down from one member
of a society to another.
Cultural components are connected.
Culture is adaptable, meaning it can change in response to outside events that impact
the community.
The realization of a society is of course determined by the culture that its members
accept. Those who share the culture are considered members of the society, while
those who do not share the culture are considered to be outside the society. the
following are some other opinions about the characteristics of culture, as follows:
o Learning: Culture is acquired through learning and experience; it is not
inherited or biological.
o Shared: Culture is not unique to individuals and individuals; people are
members of a collection of organizations or cultural divisions of society.
o Generational change: Culture is cumulative and is passed on from one
generation to the next, leading to generational change.
o Symbolic: Culture based on an individual's ability to represent or utilize one
item to characterize another.
o Exemplary: As culture is structured and interconnected, changes to one
aspect will also affect the other.
o Adaptability: The human ability to evolve and adapt is the foundation of
culture.
In marketing, there is the term marketing mix which formulates marketing strategies
that must be carried out by business actors into the 4Ps, namely product, price, place and
promotion. For product marketing efforts to be successful and successful in a highly dynamic
international context, strategic marketers must incorporate cultural characteristics when
developing marketing mix strategies. As a result, it is important to create a good marketing
mix program based on the following factors:
Product
Businesses in international marketing must be able to design goods that appeal to their target
audience. And from a global perspective, culture is an important tool for product
development. Because the products needed for each marketing niche and the methods used to
produce them are different. Compared to other goods such as cars and motorcycles, some
products, especially food, beverages, and apparel, have a very deep cultural connection and
affinity. For cultural considerations, certain goods or services may also be prohibited or
restricted.
Price.
In culturally diverse regions, consumers' willingness to pay for goods will differ. Even items
that are considered of high value in one culture may be more valuable and worthwhile in
another.
Place (Distribution)
Strategic distribution can also be influenced by cultural factors. This depends on each person's
way of life and regional culture.
Promotion
Promotion is one of the four most frequently used components of the marketing mix.
Typically, culture will have a significant impact on a company's communication strategy.
Since advertising strategies that work well in one culture may work against them in another,
international marketers must be careful when conducting marketing communications through
advertising and other advertising promotion strategies.
The integration of marketing strategies and local culture will have an effect on
business continuity and successful product marketing, so it is important for international
marketers to understand this in relation to marketing strategies, especially the marketing mix
when formulating marketing strategies that are best suited to the highly dynamic international
target market of global marketers (Islam et al., 2023).
How to communicate is the key to success in business competition in the international
arena. It takes the right way of communication in the marketing field to win the competition.
This way of communicating is strongly influenced by cultural factors, so culture here has a
very important influence on the success of companies in going international. One of them
affects the leader's decision in making a policy. Marketing strategies with a broad scope to
cross-culture are indispensable in developing and introducing businesses on the international
stage international. So these leaders must have a high awareness of the different business
cultures. A manager's approach is influenced by their leadership. Less supportive leadership
in this situation results from a lack of trust in subordinates and excessive caution, which
inhibits employees from using creativity in their work. In other words, the current government
system is a directive system. This is clearly contrary to the spirit of strategic management,
which provides opportunities for employees to participate in project planning,
implementation, and evaluation (Dewie Tri Wijayati, 2010). international marketing
communication, which can be seen from the point of view of values, consumers, thinking
methods, and linguistic points of view, is a form of communication to reduce the emergence
of problems between people with different cultural backgrounds and different countries.
The rapid development of the business world and industry is also influenced by the
rapid flow of globalization. This encourages business people to start competing to increase
their economic and business scale towards the global market. To reach the global market,
there is a challenge to create unique business products, which are certainly supported by
cultural aspects. Culture impacts marketing strategies in two ways: marketers can combine
these two approaches, or they can modify international marketing tactics to better suit
regional cultural variants. One of these, in the field of applied marketing, is the global
standardization of advertising content. Empirical research shows that when there is a
significant cultural gap between a company's headquarters, where it is located, and a new area
of its target market, conditions for strategic promotion arise.
Cultural factors, such as customer purchasing behavior and habits that affect the
implementation of inventory policies, must also be taken into account when executing
distribution plans, which are components of marketing policies. For example, European
regions are accustomed to large-scale consumption to coincide with certain seasons, but Asian
regions, which experience only two seasons, have a pattern of immediate storage and small-
scale consumption. To enable this culture demands a pattern of product marketing approach
that suits the regional circumstances. (Gunanto & Gusti, 2017).
Conclusions
One factor that traders believe contributes to market competition is market location.
International business professionals who recognize that there are cultures that are different
from their own and that they must learn about these cultural traits in order to make
adjustments can adapt or coexist with other cultures. When people from one culture cannot
understand cultural differences defined in communication practices, customs, and culture, as
well as thought processing in the context of another culture, problems in cross-cultural
marketing communication sometimes develop. Communication methods are one of the keys
to success in commercial competitiveness on a global scale. In the world of marketing,
winning the competition requires the right communication. This form of communication is
greatly influenced by cultural characteristics, therefore culture has a significant influence on
how well companies enter the global market. Every country has a different culture, so it is
very important for international management to understand how culture affects global trade.
Market Competition
Based on literature sources on strategic management, companies can maintain their
competitive advantage by optimizing the utilization of their assets and skills.
In the context of trade liberalization, interactions between local stakeholders and
domestic firms have a comparative advantage over foreign firms, but may face challenges in
competing on cost. Therefore, the author argues that by strengthening relationships with local
consumers, employees, and other stakeholders, domestic companies can respond to
intensifying competition from foreign companies. To disadvantage their competitors, firms
can utilize social and environmental initiatives to differentiate themselves and create "soft"
trade barriers.
Traders consider market location to be a contributing factor to market competition.
Consumer convenience and proximity to consumers as well as the distance between
traditional stores and modern stores in the same service area are the main factors that can
influence consumer preferences.
Theory and previous research show that the level of market competition can be
reflected by the level of market concentration. When markets have a wide range of
interchangeable products, high market concentration may indicate intense competition.
However, if costs or market entry are different, lower market concentration may indicate less
competition (Prasetia, 2021).
Organizational Culture
Culture can be explained as the totality of man-made beliefs, rules, techniques,
institutions and artifacts that characterize a human population. Therefore, culture consists of
behavioral patterns learned by members of a particular society, describing the unique lifestyle
of a group or individual.
In the context of international business professionals, they can adapt or coexist with
other cultures by recognizing the cultural diversity of their own culture and learning about the
cultural traits to make adjustments. E.T. Hall suggests two ways to adapt to culture, namely:
Become one with the culture for a lifetime in the country.
Following a sophisticated and comprehensive training program that covers key
characteristics of the culture, including the culture itself.
It is important to note that some cultural characteristics that have relevance to
international business are as follows:
Culture reflects learned behavior that is transmitted from one member of a society to
another.
The relationship between elements of culture (interrelated), meaning that each
element in culture is interconnected with one another.
Culture is adaptable, which means that culture can change according to the influence
of external forces that affect the society.
Culture is shared by members of a society, and determines their membership in a
society. People who share the same culture are considered members of a society,
while those who do not share it are considered outside the boundaries of that society
(Islam et al., 2023).
Social class, culture, and subculture significantly influence consumer behavior when
making purchases. A person's culture essentially determines their desires and actions.
As a marketer, it is important to pay attention to the cultural values of different
countries to know the most suitable way to detect or gain new opportunities for product
innovation and sell existing products. Cross-border communication for commercial purposes
is a form of communication in the international market. Communication between individuals
from the same culture is still often difficult, let alone communication between individuals
from different cultures in terms of language, values, customers, and ways of thinking will be
more difficult and carry a high risk of miscommunication. This often happens because
individuals from one culture are unaware of the differences in cultural practices, such as
communication, traditions, and thought processes, in another culture. The hypothesis that
advertising content differs by country can be supported through marketing communication
literature focusing on advertising.
Social knowledge in an organization such as employee attitudes and behaviors formed
from rules, norms, and values can define an organizational culture. J. Chatman and DL
Caldwell, as stated in Colquitt et al., define organizational culture as social knowledge shared
within an organization about rules, norms, and values that shape employee attitudes and
behavior (Colquitt, et al, 2009: 546). Therefore, great practical value in marketing
communications can be made by understanding the importance of cultural values in
advertising. Building on cultural differences should be a guide to developing international
marketing communication strategies (Munson and McIntyre, 1979). Ignoring the cultural
implications contained in advertising can cause consumers to misinterpret the information
they receive. This miscommunication is often the cause of business failure in international
markets.
Knowledge of the market's cultural environment can be leveraged when marketers
discuss consumer tastes, purchasing behavior, and product usage patterns. To customize
marketing communication strategies to be accepted by consumers, it is not enough for
commercial enterprises to focus on cultural differences alone. However, companies also need
to find cultural similarities to seize opportunities and revise standard marketing strategies
based on cultural information-based marketing communication theory. The ability to carefully
handle cultural conventions and differences in the global market is an important task in
marketing.
International business is often conducted across cultures, and managers' awareness of
cross-cultural areas prone to communication barriers and conflicts can improve marketing
communication. The discovery by individuals from different cultures of new ways of solving
problems by incorporating solutions that focus on cultural aspects and look at problems from
other perspectives, can support international business success. (Prasetia, 2021).
Marketing Strategy
Strategy is a multidimensional concept that includes all important organizational
activities such as creating a sense of unity, organizational rules and goals and creating
opportunities for significant change (Jumingan, 2015). Strategy is a way, tactics, techniques,
tactics, tactics and knowledge to use all sources that contain insight in one's journey to take
action to achieve predetermined goals. Overall, a strategy can be understood as a set of
options for planning and implementing a plan of action and allocating resources important
resources to achieve a goal, taking into account reasonable competitive advantages, ideas,
comparisons, and sustainable resonance in the ideal and long-term direction or the
organization.
Rangkuti (2014) states that strategy is described as one of the business tools to achieve
long-term goals. Siagian (2012) explains that every company organization must deal with two
types of environments, namely internal and external. The size of the company determines the
complexity of the form, type and nature of participation in the increasingly difficult and
complex decision-making process. Therefore, strategic management is needed to manage
these various activities. The definition of strategic management is managing all decisions as
well as the implementation and evaluation of decisions to achieve organizational goals and
objectives (Aditua & Silalahi, 2016).
The process of organizing, coordinating, and managing resources to achieve goals
effectively and efficiently can be defined as management. Effective means achieving goals in
accordance with the strategy, while efficient means that current activities are completed
properly, regularly, and on schedule. (Sholikhah, 2021).
Marketing is the process of organizing, implementing, and supervising programs
intended to establish, expand, and maintain profitable exchanges in order to successfully
achieve the goals that the organization or company has set for itself. Decision-making
procedures based on marketing principles and management processes such as analysis,
planning, policy implementation, plans and strategies, tactics, and control are included in the
application of management science.
Marketing is the analysis, planning, implementation, and control of programs intended
to achieve corporate goals by creating, developing, and maintaining profitable exchanges with
target customers. Marketing is intended so that sellers understand, recognize, and understand
excessively to consumers so that the product or service is in accordance with consumer
desires and sells itself.
According to Abdullah and Tantri (2016) the results of the interaction of various
activities in which individuals and groups get their needs and wants through the process of
creating, offering, and trading goods with each other.
To develop an effective marketing strategy, marketers need to be aware of the types of
problem-solving techniques that consumers use when choosing a product or service. Abdullah
and Tantri (2016) state that when formulating a strategy, product managers must consult with
the purchasing and production departments to guarantee that sufficient raw resources are
available and produce sufficient units to achieve the desired results, as well as with sales
managers to obtain personnel-related support.
A marketing plan can be considered in light of the aforementioned idea of requiring
both internal and external marketing. The process of creating customer service is valued,
distributed, and promoted. known as external marketing. Internal marketing describes the
ability of employees to serve clients by valuing services not only based on Technical quality
is important, but functional quality is also important (Yeni et al., 2019).
It takes several techniques or strategies to introduce a company's product to the market
so that it is known, tried, and trusted, leading to consumers needing it, even if they do not
want to use other goods or develop this product. In general, there are three main marketing
strategies:
Market evolution
In an effort to find new customers for a business. There are several ways to do this, including:
Search for new markets and market segments.
Setting up a brand to increase sales.
Product modification
Achieved through modifying product features that can attract new buyers.
Improve product strength, purity, and other qualities such as durability. Such
efforts will be effective If the quality of the product improves, then consumers are
aware of and believe in the improved quality, and they are interested in the
improvements that have been made.
Side improvements. This is achieved by giving the product more functionality and
safety.
In repair mode. Improving the appearance or design of manufactured goods
Change the marketing mix
There are various ways to increase sales, including:
Lower prices to attract new market segments.
Engage in more engaging advertising and promotional efforts.
Changing distribution channels to increase revenue or production numbers.
Promotion is included in the updated marketing mix from the third strategy point of
view. Promoting products to consumers is one of the techniques to improve product
marketing in economics and marketing. (Mawar & Aslami, 2021).
The Effect of Organizational Culture on the Implementation of Marketing Management
Culture has many interconnected components. From these different parts, a deep
understanding is required. These cultural elements affect international marketing, including:
Mateial Life
The main element of culture is its material component. The main material life is problematic
in the development of technology as a tool for the production, distribution and consumption of
goods and services. Environmental factors explain the different levels and types of demand
for consumer goods.
Language
Language is one of the difficulties that must be overcome in worldwide marketing. To be able
to establish relationships and communicate internationally, this language is one of the
obstacles, therefore language is considered the most important element in the success of
international marketing management.
Social Interaction
An equally important element is also the way in which community members relate to each
other. This interaction can be expressed as the concept of kinship.
Aesthetics
The concepts and viewpoints adopted by a culture that upholds attractiveness and taste are
referred to as aesthetics. Three principles govern aesthetic expression in the Asia-Pacific
region: (1) complexity and dressing (diversity of shapes, forms, and colors); (2) harmony and
natural scenery (such as mountains, flowers, and trees); and (3) simplicity.
Religion
In many communities, religion is important. When religion plays an important role in
consumers' lives, businesses need to recognize this. Companies can engage Muslim
consumers and grow their business in Islamic societies by ensuring the things they offer are
halal and adding halal labels on every product that will be advertised.
Education
One of the main ways of passing culture from one generation to the next is education. The
level of education and the quality of that education are two elements of education that matter
to global marketers. It is imperative that businesses consider the quality of education. The
gateway to addressing corporate demands is education.
Value System
Every culture has a set of core values that guide people's norms and expectations. Norms
influence how people feel about things and moral principles. A society's value system is very
important from an international marketing perspective. Product positioning and selection in
product design will be driven by local sentiments towards other cultures (Islam et al., 2023).
Every country has a different culture, so it is crucial for international management to
understand how culture affects global trade. It can be disastrous for a business if overseas
managers do not understand the culture of the country they are doing business in.
The following are some of the traits that managers who oversee international business
should be aware of as it relates to international business:
Culture is a reflection of learned behaviors that are passed down from one member
of a society to another.
Cultural components are connected.
Culture is adaptable, meaning it can change in response to outside events that impact
the community.
The realization of a society is of course determined by the culture that its members
accept. Those who share the culture are considered members of the society, while
those who do not share the culture are considered to be outside the society. the
following are some other opinions about the characteristics of culture, as follows:
o Learning: Culture is acquired through learning and experience; it is not
inherited or biological.
o Shared: Culture is not unique to individuals and individuals; people are
members of a collection of organizations or cultural divisions of society.
o Generational change: Culture is cumulative and is passed on from one
generation to the next, leading to generational change.
o Symbolic: Culture based on an individual's ability to represent or utilize one
item to characterize another.
o Exemplary: As culture is structured and interconnected, changes to one
aspect will also affect the other.
o Adaptability: The human ability to evolve and adapt is the foundation of
culture.
In marketing, there is the term marketing mix which formulates marketing strategies
that must be carried out by business actors into the 4Ps, namely product, price, place and
promotion. For product marketing efforts to be successful and successful in a highly dynamic
international context, strategic marketers must incorporate cultural characteristics when
developing marketing mix strategies. As a result, it is important to create a good marketing
mix program based on the following factors:
Product
Businesses in international marketing must be able to design goods that appeal to their target
audience. And from a global perspective, culture is an important tool for product
development. Because the products needed for each marketing niche and the methods used to
produce them are different. Compared to other goods such as cars and motorcycles, some
products, especially food, beverages, and apparel, have a very deep cultural connection and
affinity. For cultural considerations, certain goods or services may also be prohibited or
restricted.
Price.
In culturally diverse regions, consumers' willingness to pay for goods will differ. Even items
that are considered of high value in one culture may be more valuable and worthwhile in
another.
Place (Distribution)
Strategic distribution can also be influenced by cultural factors. This depends on each person's
way of life and regional culture.
Promotion
Promotion is one of the four most frequently used components of the marketing mix.
Typically, culture will have a significant impact on a company's communication strategy.
Since advertising strategies that work well in one culture may work against them in another,
international marketers must be careful when conducting marketing communications through
advertising and other advertising promotion strategies.
The integration of marketing strategies and local culture will have an effect on
business continuity and successful product marketing, so it is important for international
marketers to understand this in relation to marketing strategies, especially the marketing mix
when formulating marketing strategies that are best suited to the highly dynamic international
target market of global marketers (Islam et al., 2023).
How to communicate is the key to success in business competition in the international
arena. It takes the right way of communication in the marketing field to win the competition.
This way of communicating is strongly influenced by cultural factors, so culture here has a
very important influence on the success of companies in going international. One of them
affects the leader's decision in making a policy. Marketing strategies with a broad scope to
cross-culture are indispensable in developing and introducing businesses on the international
stage international. So these leaders must have a high awareness of the different business
cultures. A manager's approach is influenced by their leadership. Less supportive leadership
in this situation results from a lack of trust in subordinates and excessive caution, which
inhibits employees from using creativity in their work. In other words, the current government
system is a directive system. This is clearly contrary to the spirit of strategic management,
which provides opportunities for employees to participate in project planning,
implementation, and evaluation (Dewie Tri Wijayati, 2010). international marketing
communication, which can be seen from the point of view of values, consumers, thinking
methods, and linguistic points of view, is a form of communication to reduce the emergence
of problems between people with different cultural backgrounds and different countries.
The rapid development of the business world and industry is also influenced by the
rapid flow of globalization. This encourages business people to start competing to increase
their economic and business scale towards the global market. To reach the global market,
there is a challenge to create unique business products, which are certainly supported by
cultural aspects. Culture impacts marketing strategies in two ways: marketers can combine
these two approaches, or they can modify international marketing tactics to better suit
regional cultural variants. One of these, in the field of applied marketing, is the global
standardization of advertising content. Empirical research shows that when there is a
significant cultural gap between a company's headquarters, where it is located, and a new area
of its target market, conditions for strategic promotion arise.
Cultural factors, such as customer purchasing behavior and habits that affect the
implementation of inventory policies, must also be taken into account when executing
distribution plans, which are components of marketing policies. For example, European
regions are accustomed to large-scale consumption to coincide with certain seasons, but Asian
regions, which experience only two seasons, have a pattern of immediate storage and small-
scale consumption. To enable this culture demands a pattern of product marketing approach
that suits the regional circumstances. (Gunanto & Gusti, 2017).
Conclusions
One factor that traders believe contributes to market competition is market location.
International business professionals who recognize that there are cultures that are different
from their own and that they must learn about these cultural traits in order to make
adjustments can adapt or coexist with other cultures. When people from one culture cannot
understand cultural differences defined in communication practices, customs, and culture, as
well as thought processing in the context of another culture, problems in cross-cultural
marketing communication sometimes develop. Communication methods are one of the keys
to success in commercial competitiveness on a global scale. In the world of marketing,
winning the competition requires the right communication. This form of communication is
greatly influenced by cultural characteristics, therefore culture has a significant influence on
how well companies enter the global market. Every country has a different culture, so it is
very important for international management to understand how culture affects global trade.
Market Competition
Based on literature sources on strategic management, companies can maintain their
competitive advantage by optimizing the utilization of their assets and skills.
In the context of trade liberalization, interactions between local stakeholders and
domestic firms have a comparative advantage over foreign firms, but may face challenges in
competing on cost. Therefore, the author argues that by strengthening relationships with local
consumers, employees, and other stakeholders, domestic companies can respond to
intensifying competition from foreign companies. To disadvantage their competitors, firms
can utilize social and environmental initiatives to differentiate themselves and create "soft"
trade barriers.
Traders consider market location to be a contributing factor to market competition.
Consumer convenience and proximity to consumers as well as the distance between
traditional stores and modern stores in the same service area are the main factors that can
influence consumer preferences.
Theory and previous research show that the level of market competition can be
reflected by the level of market concentration. When markets have a wide range of
interchangeable products, high market concentration may indicate intense competition.
However, if costs or market entry are different, lower market concentration may indicate less
competition (Prasetia, 2021).
Organizational Culture
Culture can be explained as the totality of man-made beliefs, rules, techniques,
institutions and artifacts that characterize a human population. Therefore, culture consists of
behavioral patterns learned by members of a particular society, describing the unique lifestyle
of a group or individual.
In the context of international business professionals, they can adapt or coexist with
other cultures by recognizing the cultural diversity of their own culture and learning about the
cultural traits to make adjustments. E.T. Hall suggests two ways to adapt to culture, namely:
Become one with the culture for a lifetime in the country.
Following a sophisticated and comprehensive training program that covers key
characteristics of the culture, including the culture itself.
It is important to note that some cultural characteristics that have relevance to
international business are as follows:
Culture reflects learned behavior that is transmitted from one member of a society to
another.
The relationship between elements of culture (interrelated), meaning that each
element in culture is interconnected with one another.
Culture is adaptable, which means that culture can change according to the influence
of external forces that affect the society.
Culture is shared by members of a society, and determines their membership in a
society. People who share the same culture are considered members of a society,
while those who do not share it are considered outside the boundaries of that society
(Islam et al., 2023).
Social class, culture, and subculture significantly influence consumer behavior when
making purchases. A person's culture essentially determines their desires and actions.
As a marketer, it is important to pay attention to the cultural values of different
countries to know the most suitable way to detect or gain new opportunities for product
innovation and sell existing products. Cross-border communication for commercial purposes
is a form of communication in the international market. Communication between individuals
from the same culture is still often difficult, let alone communication between individuals
from different cultures in terms of language, values, customers, and ways of thinking will be
more difficult and carry a high risk of miscommunication. This often happens because
individuals from one culture are unaware of the differences in cultural practices, such as
communication, traditions, and thought processes, in another culture. The hypothesis that
advertising content differs by country can be supported through marketing communication
literature focusing on advertising.
Social knowledge in an organization such as employee attitudes and behaviors formed
from rules, norms, and values can define an organizational culture. J. Chatman and DL
Caldwell, as stated in Colquitt et al., define organizational culture as social knowledge shared
within an organization about rules, norms, and values that shape employee attitudes and
behavior (Colquitt, et al, 2009: 546). Therefore, great practical value in marketing
communications can be made by understanding the importance of cultural values in
advertising. Building on cultural differences should be a guide to developing international
marketing communication strategies (Munson and McIntyre, 1979). Ignoring the cultural
implications contained in advertising can cause consumers to misinterpret the information
they receive. This miscommunication is often the cause of business failure in international
markets.
Knowledge of the market's cultural environment can be leveraged when marketers
discuss consumer tastes, purchasing behavior, and product usage patterns. To customize
marketing communication strategies to be accepted by consumers, it is not enough for
commercial enterprises to focus on cultural differences alone. However, companies also need
to find cultural similarities to seize opportunities and revise standard marketing strategies
based on cultural information-based marketing communication theory. The ability to carefully
handle cultural conventions and differences in the global market is an important task in
marketing.
International business is often conducted across cultures, and managers' awareness of
cross-cultural areas prone to communication barriers and conflicts can improve marketing
communication. The discovery by individuals from different cultures of new ways of solving
problems by incorporating solutions that focus on cultural aspects and look at problems from
other perspectives, can support international business success. (Prasetia, 2021).
Marketing Strategy
Strategy is a multidimensional concept that includes all important organizational
activities such as creating a sense of unity, organizational rules and goals and creating
opportunities for significant change (Jumingan, 2015). Strategy is a way, tactics, techniques,
tactics, tactics and knowledge to use all sources that contain insight in one's journey to take
action to achieve predetermined goals. Overall, a strategy can be understood as a set of
options for planning and implementing a plan of action and allocating resources important
resources to achieve a goal, taking into account reasonable competitive advantages, ideas,
comparisons, and sustainable resonance in the ideal and long-term direction or the
organization.
Rangkuti (2014) states that strategy is described as one of the business tools to achieve
long-term goals. Siagian (2012) explains that every company organization must deal with two
types of environments, namely internal and external. The size of the company determines the
complexity of the form, type and nature of participation in the increasingly difficult and
complex decision-making process. Therefore, strategic management is needed to manage
these various activities. The definition of strategic management is managing all decisions as
well as the implementation and evaluation of decisions to achieve organizational goals and
objectives (Aditua & Silalahi, 2016).
The process of organizing, coordinating, and managing resources to achieve goals
effectively and efficiently can be defined as management. Effective means achieving goals in
accordance with the strategy, while efficient means that current activities are completed
properly, regularly, and on schedule. (Sholikhah, 2021).
Marketing is the process of organizing, implementing, and supervising programs
intended to establish, expand, and maintain profitable exchanges in order to successfully
achieve the goals that the organization or company has set for itself. Decision-making
procedures based on marketing principles and management processes such as analysis,
planning, policy implementation, plans and strategies, tactics, and control are included in the
application of management science.
Marketing is the analysis, planning, implementation, and control of programs intended
to achieve corporate goals by creating, developing, and maintaining profitable exchanges with
target customers. Marketing is intended so that sellers understand, recognize, and understand
excessively to consumers so that the product or service is in accordance with consumer
desires and sells itself.
According to Abdullah and Tantri (2016) the results of the interaction of various
activities in which individuals and groups get their needs and wants through the process of
creating, offering, and trading goods with each other.
To develop an effective marketing strategy, marketers need to be aware of the types of
problem-solving techniques that consumers use when choosing a product or service. Abdullah
and Tantri (2016) state that when formulating a strategy, product managers must consult with
the purchasing and production departments to guarantee that sufficient raw resources are
available and produce sufficient units to achieve the desired results, as well as with sales
managers to obtain personnel-related support.
A marketing plan can be considered in light of the aforementioned idea of requiring
both internal and external marketing. The process of creating customer service is valued,
distributed, and promoted. known as external marketing. Internal marketing describes the
ability of employees to serve clients by valuing services not only based on Technical quality
is important, but functional quality is also important (Yeni et al., 2019).
It takes several techniques or strategies to introduce a company's product to the market
so that it is known, tried, and trusted, leading to consumers needing it, even if they do not
want to use other goods or develop this product. In general, there are three main marketing
strategies:
Market evolution
In an effort to find new customers for a business. There are several ways to do this, including:
Search for new markets and market segments.
Setting up a brand to increase sales.
Product modification
Achieved through modifying product features that can attract new buyers.
Improve product strength, purity, and other qualities such as durability. Such
efforts will be effective If the quality of the product improves, then consumers are
aware of and believe in the improved quality, and they are interested in the
improvements that have been made.
Side improvements. This is achieved by giving the product more functionality and
safety.
In repair mode. Improving the appearance or design of manufactured goods
Change the marketing mix
There are various ways to increase sales, including:
Lower prices to attract new market segments.
Engage in more engaging advertising and promotional efforts.
Changing distribution channels to increase revenue or production numbers.
Promotion is included in the updated marketing mix from the third strategy point of
view. Promoting products to consumers is one of the techniques to improve product
marketing in economics and marketing. (Mawar & Aslami, 2021).
The Effect of Organizational Culture on the Implementation of Marketing Management
Culture has many interconnected components. From these different parts, a deep
understanding is required. These cultural elements affect international marketing, including:
Mateial Life
The main element of culture is its material component. The main material life is problematic
in the development of technology as a tool for the production, distribution and consumption of
goods and services. Environmental factors explain the different levels and types of demand
for consumer goods.
Language
Language is one of the difficulties that must be overcome in worldwide marketing. To be able
to establish relationships and communicate internationally, this language is one of the
obstacles, therefore language is considered the most important element in the success of
international marketing management.
Social Interaction
An equally important element is also the way in which community members relate to each
other. This interaction can be expressed as the concept of kinship.
Aesthetics
The concepts and viewpoints adopted by a culture that upholds attractiveness and taste are
referred to as aesthetics. Three principles govern aesthetic expression in the Asia-Pacific
region: (1) complexity and dressing (diversity of shapes, forms, and colors); (2) harmony and
natural scenery (such as mountains, flowers, and trees); and (3) simplicity.
Religion
In many communities, religion is important. When religion plays an important role in
consumers' lives, businesses need to recognize this. Companies can engage Muslim
consumers and grow their business in Islamic societies by ensuring the things they offer are
halal and adding halal labels on every product that will be advertised.
Education
One of the main ways of passing culture from one generation to the next is education. The
level of education and the quality of that education are two elements of education that matter
to global marketers. It is imperative that businesses consider the quality of education. The
gateway to addressing corporate demands is education.
Value System
Every culture has a set of core values that guide people's norms and expectations. Norms
influence how people feel about things and moral principles. A society's value system is very
important from an international marketing perspective. Product positioning and selection in
product design will be driven by local sentiments towards other cultures (Islam et al., 2023).
Every country has a different culture, so it is crucial for international management to
understand how culture affects global trade. It can be disastrous for a business if overseas
managers do not understand the culture of the country they are doing business in.
The following are some of the traits that managers who oversee international business
should be aware of as it relates to international business:
Culture is a reflection of learned behaviors that are passed down from one member
of a society to another.
Cultural components are connected.
Culture is adaptable, meaning it can change in response to outside events that impact
the community.
The realization of a society is of course determined by the culture that its members
accept. Those who share the culture are considered members of the society, while
those who do not share the culture are considered to be outside the society. the
following are some other opinions about the characteristics of culture, as follows:
o Learning: Culture is acquired through learning and experience; it is not
inherited or biological.
o Shared: Culture is not unique to individuals and individuals; people are
members of a collection of organizations or cultural divisions of society.
o Generational change: Culture is cumulative and is passed on from one
generation to the next, leading to generational change.
o Symbolic: Culture based on an individual's ability to represent or utilize one
item to characterize another.
o Exemplary: As culture is structured and interconnected, changes to one
aspect will also affect the other.
o Adaptability: The human ability to evolve and adapt is the foundation of
culture.
In marketing, there is the term marketing mix which formulates marketing strategies
that must be carried out by business actors into the 4Ps, namely product, price, place and
promotion. For product marketing efforts to be successful and successful in a highly dynamic
international context, strategic marketers must incorporate cultural characteristics when
developing marketing mix strategies. As a result, it is important to create a good marketing
mix program based on the following factors:
Product
Businesses in international marketing must be able to design goods that appeal to their target
audience. And from a global perspective, culture is an important tool for product
development. Because the products needed for each marketing niche and the methods used to
produce them are different. Compared to other goods such as cars and motorcycles, some
products, especially food, beverages, and apparel, have a very deep cultural connection and
affinity. For cultural considerations, certain goods or services may also be prohibited or
restricted.
Price.
In culturally diverse regions, consumers' willingness to pay for goods will differ. Even items
that are considered of high value in one culture may be more valuable and worthwhile in
another.
Place (Distribution)
Strategic distribution can also be influenced by cultural factors. This depends on each person's
way of life and regional culture.
Promotion
Promotion is one of the four most frequently used components of the marketing mix.
Typically, culture will have a significant impact on a company's communication strategy.
Since advertising strategies that work well in one culture may work against them in another,
international marketers must be careful when conducting marketing communications through
advertising and other advertising promotion strategies.
The integration of marketing strategies and local culture will have an effect on
business continuity and successful product marketing, so it is important for international
marketers to understand this in relation to marketing strategies, especially the marketing mix
when formulating marketing strategies that are best suited to the highly dynamic international
target market of global marketers (Islam et al., 2023).
How to communicate is the key to success in business competition in the international
arena. It takes the right way of communication in the marketing field to win the competition.
This way of communicating is strongly influenced by cultural factors, so culture here has a
very important influence on the success of companies in going international. One of them
affects the leader's decision in making a policy. Marketing strategies with a broad scope to
cross-culture are indispensable in developing and introducing businesses on the international
stage international. So these leaders must have a high awareness of the different business
cultures. A manager's approach is influenced by their leadership. Less supportive leadership
in this situation results from a lack of trust in subordinates and excessive caution, which
inhibits employees from using creativity in their work. In other words, the current government
system is a directive system. This is clearly contrary to the spirit of strategic management,
which provides opportunities for employees to participate in project planning,
implementation, and evaluation (Dewie Tri Wijayati, 2010). international marketing
communication, which can be seen from the point of view of values, consumers, thinking
methods, and linguistic points of view, is a form of communication to reduce the emergence
of problems between people with different cultural backgrounds and different countries.
The rapid development of the business world and industry is also influenced by the
rapid flow of globalization. This encourages business people to start competing to increase
their economic and business scale towards the global market. To reach the global market,
there is a challenge to create unique business products, which are certainly supported by
cultural aspects. Culture impacts marketing strategies in two ways: marketers can combine
these two approaches, or they can modify international marketing tactics to better suit
regional cultural variants. One of these, in the field of applied marketing, is the global
standardization of advertising content. Empirical research shows that when there is a
significant cultural gap between a company's headquarters, where it is located, and a new area
of its target market, conditions for strategic promotion arise.
Cultural factors, such as customer purchasing behavior and habits that affect the
implementation of inventory policies, must also be taken into account when executing
distribution plans, which are components of marketing policies. For example, European
regions are accustomed to large-scale consumption to coincide with certain seasons, but Asian
regions, which experience only two seasons, have a pattern of immediate storage and small-
scale consumption. To enable this culture demands a pattern of product marketing approach
that suits the regional circumstances. (Gunanto & Gusti, 2017).
Conclusions
One factor that traders believe contributes to market competition is market location.
International business professionals who recognize that there are cultures that are different
from their own and that they must learn about these cultural traits in order to make
adjustments can adapt or coexist with other cultures. When people from one culture cannot
understand cultural differences defined in communication practices, customs, and culture, as
well as thought processing in the context of another culture, problems in cross-cultural
marketing communication sometimes develop. Communication methods are one of the keys
to success in commercial competitiveness on a global scale. In the world of marketing,
winning the competition requires the right communication. This form of communication is
greatly influenced by cultural characteristics, therefore culture has a significant influence on
how well companies enter the global market. Every country has a different culture, so it is
very important for international management to understand how culture affects global trade.
Market Competition
Based on literature sources on strategic management, companies can maintain their
competitive advantage by optimizing the utilization of their assets and skills.
In the context of trade liberalization, interactions between local stakeholders and
domestic firms have a comparative advantage over foreign firms, but may face challenges in
competing on cost. Therefore, the author argues that by strengthening relationships with local
consumers, employees, and other stakeholders, domestic companies can respond to
intensifying competition from foreign companies. To disadvantage their competitors, firms
can utilize social and environmental initiatives to differentiate themselves and create "soft"
trade barriers.
Traders consider market location to be a contributing factor to market competition.
Consumer convenience and proximity to consumers as well as the distance between
traditional stores and modern stores in the same service area are the main factors that can
influence consumer preferences.
Theory and previous research show that the level of market competition can be
reflected by the level of market concentration. When markets have a wide range of
interchangeable products, high market concentration may indicate intense competition.
However, if costs or market entry are different, lower market concentration may indicate less
competition (Prasetia, 2021).
Organizational Culture
Culture can be explained as the totality of man-made beliefs, rules, techniques,
institutions and artifacts that characterize a human population. Therefore, culture consists of
behavioral patterns learned by members of a particular society, describing the unique lifestyle
of a group or individual.
In the context of international business professionals, they can adapt or coexist with
other cultures by recognizing the cultural diversity of their own culture and learning about the
cultural traits to make adjustments. E.T. Hall suggests two ways to adapt to culture, namely:
Become one with the culture for a lifetime in the country.
Following a sophisticated and comprehensive training program that covers key
characteristics of the culture, including the culture itself.
It is important to note that some cultural characteristics that have relevance to
international business are as follows:
Culture reflects learned behavior that is transmitted from one member of a society to
another.
The relationship between elements of culture (interrelated), meaning that each
element in culture is interconnected with one another.
Culture is adaptable, which means that culture can change according to the influence
of external forces that affect the society.
Culture is shared by members of a society, and determines their membership in a
society. People who share the same culture are considered members of a society,
while those who do not share it are considered outside the boundaries of that society
(Islam et al., 2023).
Social class, culture, and subculture significantly influence consumer behavior when
making purchases. A person's culture essentially determines their desires and actions.
As a marketer, it is important to pay attention to the cultural values of different
countries to know the most suitable way to detect or gain new opportunities for product
innovation and sell existing products. Cross-border communication for commercial purposes
is a form of communication in the international market. Communication between individuals
from the same culture is still often difficult, let alone communication between individuals
from different cultures in terms of language, values, customers, and ways of thinking will be
more difficult and carry a high risk of miscommunication. This often happens because
individuals from one culture are unaware of the differences in cultural practices, such as
communication, traditions, and thought processes, in another culture. The hypothesis that
advertising content differs by country can be supported through marketing communication
literature focusing on advertising.
Social knowledge in an organization such as employee attitudes and behaviors formed
from rules, norms, and values can define an organizational culture. J. Chatman and DL
Caldwell, as stated in Colquitt et al., define organizational culture as social knowledge shared
within an organization about rules, norms, and values that shape employee attitudes and
behavior (Colquitt, et al, 2009: 546). Therefore, great practical value in marketing
communications can be made by understanding the importance of cultural values in
advertising. Building on cultural differences should be a guide to developing international
marketing communication strategies (Munson and McIntyre, 1979). Ignoring the cultural
implications contained in advertising can cause consumers to misinterpret the information
they receive. This miscommunication is often the cause of business failure in international
markets.
Knowledge of the market's cultural environment can be leveraged when marketers
discuss consumer tastes, purchasing behavior, and product usage patterns. To customize
marketing communication strategies to be accepted by consumers, it is not enough for
commercial enterprises to focus on cultural differences alone. However, companies also need
to find cultural similarities to seize opportunities and revise standard marketing strategies
based on cultural information-based marketing communication theory. The ability to carefully
handle cultural conventions and differences in the global market is an important task in
marketing.
International business is often conducted across cultures, and managers' awareness of
cross-cultural areas prone to communication barriers and conflicts can improve marketing
communication. The discovery by individuals from different cultures of new ways of solving
problems by incorporating solutions that focus on cultural aspects and look at problems from
other perspectives, can support international business success. (Prasetia, 2021).
Marketing Strategy
Strategy is a multidimensional concept that includes all important organizational
activities such as creating a sense of unity, organizational rules and goals and creating
opportunities for significant change (Jumingan, 2015). Strategy is a way, tactics, techniques,
tactics, tactics and knowledge to use all sources that contain insight in one's journey to take
action to achieve predetermined goals. Overall, a strategy can be understood as a set of
options for planning and implementing a plan of action and allocating resources important
resources to achieve a goal, taking into account reasonable competitive advantages, ideas,
comparisons, and sustainable resonance in the ideal and long-term direction or the
organization.
Rangkuti (2014) states that strategy is described as one of the business tools to achieve
long-term goals. Siagian (2012) explains that every company organization must deal with two
types of environments, namely internal and external. The size of the company determines the
complexity of the form, type and nature of participation in the increasingly difficult and
complex decision-making process. Therefore, strategic management is needed to manage
these various activities. The definition of strategic management is managing all decisions as
well as the implementation and evaluation of decisions to achieve organizational goals and
objectives (Aditua & Silalahi, 2016).
The process of organizing, coordinating, and managing resources to achieve goals
effectively and efficiently can be defined as management. Effective means achieving goals in
accordance with the strategy, while efficient means that current activities are completed
properly, regularly, and on schedule. (Sholikhah, 2021).
Marketing is the process of organizing, implementing, and supervising programs
intended to establish, expand, and maintain profitable exchanges in order to successfully
achieve the goals that the organization or company has set for itself. Decision-making
procedures based on marketing principles and management processes such as analysis,
planning, policy implementation, plans and strategies, tactics, and control are included in the
application of management science.
Marketing is the analysis, planning, implementation, and control of programs intended
to achieve corporate goals by creating, developing, and maintaining profitable exchanges with
target customers. Marketing is intended so that sellers understand, recognize, and understand
excessively to consumers so that the product or service is in accordance with consumer
desires and sells itself.
According to Abdullah and Tantri (2016) the results of the interaction of various
activities in which individuals and groups get their needs and wants through the process of
creating, offering, and trading goods with each other.
To develop an effective marketing strategy, marketers need to be aware of the types of
problem-solving techniques that consumers use when choosing a product or service. Abdullah
and Tantri (2016) state that when formulating a strategy, product managers must consult with
the purchasing and production departments to guarantee that sufficient raw resources are
available and produce sufficient units to achieve the desired results, as well as with sales
managers to obtain personnel-related support.
A marketing plan can be considered in light of the aforementioned idea of requiring
both internal and external marketing. The process of creating customer service is valued,
distributed, and promoted. known as external marketing. Internal marketing describes the
ability of employees to serve clients by valuing services not only based on Technical quality
is important, but functional quality is also important (Yeni et al., 2019).
It takes several techniques or strategies to introduce a company's product to the market
so that it is known, tried, and trusted, leading to consumers needing it, even if they do not
want to use other goods or develop this product. In general, there are three main marketing
strategies:
Market evolution
In an effort to find new customers for a business. There are several ways to do this, including:
Search for new markets and market segments.
Setting up a brand to increase sales.
Product modification
Achieved through modifying product features that can attract new buyers.
Improve product strength, purity, and other qualities such as durability. Such
efforts will be effective If the quality of the product improves, then consumers are
aware of and believe in the improved quality, and they are interested in the
improvements that have been made.
Side improvements. This is achieved by giving the product more functionality and
safety.
In repair mode. Improving the appearance or design of manufactured goods
Change the marketing mix
There are various ways to increase sales, including:
Lower prices to attract new market segments.
Engage in more engaging advertising and promotional efforts.
Changing distribution channels to increase revenue or production numbers.
Promotion is included in the updated marketing mix from the third strategy point of
view. Promoting products to consumers is one of the techniques to improve product
marketing in economics and marketing. (Mawar & Aslami, 2021).
The Effect of Organizational Culture on the Implementation of Marketing Management
Culture has many interconnected components. From these different parts, a deep
understanding is required. These cultural elements affect international marketing, including:
Mateial Life
The main element of culture is its material component. The main material life is problematic
in the development of technology as a tool for the production, distribution and consumption of
goods and services. Environmental factors explain the different levels and types of demand
for consumer goods.
Language
Language is one of the difficulties that must be overcome in worldwide marketing. To be able
to establish relationships and communicate internationally, this language is one of the
obstacles, therefore language is considered the most important element in the success of
international marketing management.
Social Interaction
An equally important element is also the way in which community members relate to each
other. This interaction can be expressed as the concept of kinship.
Aesthetics
The concepts and viewpoints adopted by a culture that upholds attractiveness and taste are
referred to as aesthetics. Three principles govern aesthetic expression in the Asia-Pacific
region: (1) complexity and dressing (diversity of shapes, forms, and colors); (2) harmony and
natural scenery (such as mountains, flowers, and trees); and (3) simplicity.
Religion
In many communities, religion is important. When religion plays an important role in
consumers' lives, businesses need to recognize this. Companies can engage Muslim
consumers and grow their business in Islamic societies by ensuring the things they offer are
halal and adding halal labels on every product that will be advertised.
Education
One of the main ways of passing culture from one generation to the next is education. The
level of education and the quality of that education are two elements of education that matter
to global marketers. It is imperative that businesses consider the quality of education. The
gateway to addressing corporate demands is education.
Value System
Every culture has a set of core values that guide people's norms and expectations. Norms
influence how people feel about things and moral principles. A society's value system is very
important from an international marketing perspective. Product positioning and selection in
product design will be driven by local sentiments towards other cultures (Islam et al., 2023).
Every country has a different culture, so it is crucial for international management to
understand how culture affects global trade. It can be disastrous for a business if overseas
managers do not understand the culture of the country they are doing business in.
The following are some of the traits that managers who oversee international business
should be aware of as it relates to international business:
Culture is a reflection of learned behaviors that are passed down from one member
of a society to another.
Cultural components are connected.
Culture is adaptable, meaning it can change in response to outside events that impact
the community.
The realization of a society is of course determined by the culture that its members
accept. Those who share the culture are considered members of the society, while
those who do not share the culture are considered to be outside the society. the
following are some other opinions about the characteristics of culture, as follows:
o Learning: Culture is acquired through learning and experience; it is not
inherited or biological.
o Shared: Culture is not unique to individuals and individuals; people are
members of a collection of organizations or cultural divisions of society.
o Generational change: Culture is cumulative and is passed on from one
generation to the next, leading to generational change.
o Symbolic: Culture based on an individual's ability to represent or utilize one
item to characterize another.
o Exemplary: As culture is structured and interconnected, changes to one
aspect will also affect the other.
o Adaptability: The human ability to evolve and adapt is the foundation of
culture.
In marketing, there is the term marketing mix which formulates marketing strategies
that must be carried out by business actors into the 4Ps, namely product, price, place and
promotion. For product marketing efforts to be successful and successful in a highly dynamic
international context, strategic marketers must incorporate cultural characteristics when
developing marketing mix strategies. As a result, it is important to create a good marketing
mix program based on the following factors:
Product
Businesses in international marketing must be able to design goods that appeal to their target
audience. And from a global perspective, culture is an important tool for product
development. Because the products needed for each marketing niche and the methods used to
produce them are different. Compared to other goods such as cars and motorcycles, some
products, especially food, beverages, and apparel, have a very deep cultural connection and
affinity. For cultural considerations, certain goods or services may also be prohibited or
restricted.
Price.
In culturally diverse regions, consumers' willingness to pay for goods will differ. Even items
that are considered of high value in one culture may be more valuable and worthwhile in
another.
Place (Distribution)
Strategic distribution can also be influenced by cultural factors. This depends on each person's
way of life and regional culture.
Promotion
Promotion is one of the four most frequently used components of the marketing mix.
Typically, culture will have a significant impact on a company's communication strategy.
Since advertising strategies that work well in one culture may work against them in another,
international marketers must be careful when conducting marketing communications through
advertising and other advertising promotion strategies.
The integration of marketing strategies and local culture will have an effect on
business continuity and successful product marketing, so it is important for international
marketers to understand this in relation to marketing strategies, especially the marketing mix
when formulating marketing strategies that are best suited to the highly dynamic international
target market of global marketers (Islam et al., 2023).
How to communicate is the key to success in business competition in the international
arena. It takes the right way of communication in the marketing field to win the competition.
This way of communicating is strongly influenced by cultural factors, so culture here has a
very important influence on the success of companies in going international. One of them
affects the leader's decision in making a policy. Marketing strategies with a broad scope to
cross-culture are indispensable in developing and introducing businesses on the international
stage international. So these leaders must have a high awareness of the different business
cultures. A manager's approach is influenced by their leadership. Less supportive leadership
in this situation results from a lack of trust in subordinates and excessive caution, which
inhibits employees from using creativity in their work. In other words, the current government
system is a directive system. This is clearly contrary to the spirit of strategic management,
which provides opportunities for employees to participate in project planning,
implementation, and evaluation (Dewie Tri Wijayati, 2010). international marketing
communication, which can be seen from the point of view of values, consumers, thinking
methods, and linguistic points of view, is a form of communication to reduce the emergence
of problems between people with different cultural backgrounds and different countries.
The rapid development of the business world and industry is also influenced by the
rapid flow of globalization. This encourages business people to start competing to increase
their economic and business scale towards the global market. To reach the global market,
there is a challenge to create unique business products, which are certainly supported by
cultural aspects. Culture impacts marketing strategies in two ways: marketers can combine
these two approaches, or they can modify international marketing tactics to better suit
regional cultural variants. One of these, in the field of applied marketing, is the global
standardization of advertising content. Empirical research shows that when there is a
significant cultural gap between a company's headquarters, where it is located, and a new area
of its target market, conditions for strategic promotion arise.
Cultural factors, such as customer purchasing behavior and habits that affect the
implementation of inventory policies, must also be taken into account when executing
distribution plans, which are components of marketing policies. For example, European
regions are accustomed to large-scale consumption to coincide with certain seasons, but Asian
regions, which experience only two seasons, have a pattern of immediate storage and small-
scale consumption. To enable this culture demands a pattern of product marketing approach
that suits the regional circumstances. (Gunanto & Gusti, 2017).
Conclusions
One factor that traders believe contributes to market competition is market location.
International business professionals who recognize that there are cultures that are different
from their own and that they must learn about these cultural traits in order to make
adjustments can adapt or coexist with other cultures. When people from one culture cannot
understand cultural differences defined in communication practices, customs, and culture, as
well as thought processing in the context of another culture, problems in cross-cultural
marketing communication sometimes develop. Communication methods are one of the keys
to success in commercial competitiveness on a global scale. In the world of marketing,
winning the competition requires the right communication. This form of communication is
greatly influenced by cultural characteristics, therefore culture has a significant influence on
how well companies enter the global market. Every country has a different culture, so it is
very important for international management to understand how culture affects global trade.
Market Competition
Based on literature sources on strategic management, companies can maintain their
competitive advantage by optimizing the utilization of their assets and skills.
In the context of trade liberalization, interactions between local stakeholders and
domestic firms have a comparative advantage over foreign firms, but may face challenges in
competing on cost. Therefore, the author argues that by strengthening relationships with local
consumers, employees, and other stakeholders, domestic companies can respond to
intensifying competition from foreign companies. To disadvantage their competitors, firms
can utilize social and environmental initiatives to differentiate themselves and create "soft"
trade barriers.
Traders consider market location to be a contributing factor to market competition.
Consumer convenience and proximity to consumers as well as the distance between
traditional stores and modern stores in the same service area are the main factors that can
influence consumer preferences.
Theory and previous research show that the level of market competition can be
reflected by the level of market concentration. When markets have a wide range of
interchangeable products, high market concentration may indicate intense competition.
However, if costs or market entry are different, lower market concentration may indicate less
competition (Prasetia, 2021).
Organizational Culture
Culture can be explained as the totality of man-made beliefs, rules, techniques,
institutions and artifacts that characterize a human population. Therefore, culture consists of
behavioral patterns learned by members of a particular society, describing the unique lifestyle
of a group or individual.
In the context of international business professionals, they can adapt or coexist with
other cultures by recognizing the cultural diversity of their own culture and learning about the
cultural traits to make adjustments. E.T. Hall suggests two ways to adapt to culture, namely:
Become one with the culture for a lifetime in the country.
Following a sophisticated and comprehensive training program that covers key
characteristics of the culture, including the culture itself.
It is important to note that some cultural characteristics that have relevance to
international business are as follows:
Culture reflects learned behavior that is transmitted from one member of a society to
another.
The relationship between elements of culture (interrelated), meaning that each
element in culture is interconnected with one another.
Culture is adaptable, which means that culture can change according to the influence
of external forces that affect the society.
Culture is shared by members of a society, and determines their membership in a
society. People who share the same culture are considered members of a society,
while those who do not share it are considered outside the boundaries of that society
(Islam et al., 2023).
Social class, culture, and subculture significantly influence consumer behavior when
making purchases. A person's culture essentially determines their desires and actions.
As a marketer, it is important to pay attention to the cultural values of different
countries to know the most suitable way to detect or gain new opportunities for product
innovation and sell existing products. Cross-border communication for commercial purposes
is a form of communication in the international market. Communication between individuals
from the same culture is still often difficult, let alone communication between individuals
from different cultures in terms of language, values, customers, and ways of thinking will be
more difficult and carry a high risk of miscommunication. This often happens because
individuals from one culture are unaware of the differences in cultural practices, such as
communication, traditions, and thought processes, in another culture. The hypothesis that
advertising content differs by country can be supported through marketing communication
literature focusing on advertising.
Social knowledge in an organization such as employee attitudes and behaviors formed
from rules, norms, and values can define an organizational culture. J. Chatman and DL
Caldwell, as stated in Colquitt et al., define organizational culture as social knowledge shared
within an organization about rules, norms, and values that shape employee attitudes and
behavior (Colquitt, et al, 2009: 546). Therefore, great practical value in marketing
communications can be made by understanding the importance of cultural values in
advertising. Building on cultural differences should be a guide to developing international
marketing communication strategies (Munson and McIntyre, 1979). Ignoring the cultural
implications contained in advertising can cause consumers to misinterpret the information
they receive. This miscommunication is often the cause of business failure in international
markets.
Knowledge of the market's cultural environment can be leveraged when marketers
discuss consumer tastes, purchasing behavior, and product usage patterns. To customize
marketing communication strategies to be accepted by consumers, it is not enough for
commercial enterprises to focus on cultural differences alone. However, companies also need
to find cultural similarities to seize opportunities and revise standard marketing strategies
based on cultural information-based marketing communication theory. The ability to carefully
handle cultural conventions and differences in the global market is an important task in
marketing.
International business is often conducted across cultures, and managers' awareness of
cross-cultural areas prone to communication barriers and conflicts can improve marketing
communication. The discovery by individuals from different cultures of new ways of solving
problems by incorporating solutions that focus on cultural aspects and look at problems from
other perspectives, can support international business success. (Prasetia, 2021).
Marketing Strategy
Strategy is a multidimensional concept that includes all important organizational
activities such as creating a sense of unity, organizational rules and goals and creating
opportunities for significant change (Jumingan, 2015). Strategy is a way, tactics, techniques,
tactics, tactics and knowledge to use all sources that contain insight in one's journey to take
action to achieve predetermined goals. Overall, a strategy can be understood as a set of
options for planning and implementing a plan of action and allocating resources important
resources to achieve a goal, taking into account reasonable competitive advantages, ideas,
comparisons, and sustainable resonance in the ideal and long-term direction or the
organization.
Rangkuti (2014) states that strategy is described as one of the business tools to achieve
long-term goals. Siagian (2012) explains that every company organization must deal with two
types of environments, namely internal and external. The size of the company determines the
complexity of the form, type and nature of participation in the increasingly difficult and
complex decision-making process. Therefore, strategic management is needed to manage
these various activities. The definition of strategic management is managing all decisions as
well as the implementation and evaluation of decisions to achieve organizational goals and
objectives (Aditua & Silalahi, 2016).
The process of organizing, coordinating, and managing resources to achieve goals
effectively and efficiently can be defined as management. Effective means achieving goals in
accordance with the strategy, while efficient means that current activities are completed
properly, regularly, and on schedule. (Sholikhah, 2021).
Marketing is the process of organizing, implementing, and supervising programs
intended to establish, expand, and maintain profitable exchanges in order to successfully
achieve the goals that the organization or company has set for itself. Decision-making
procedures based on marketing principles and management processes such as analysis,
planning, policy implementation, plans and strategies, tactics, and control are included in the
application of management science.
Marketing is the analysis, planning, implementation, and control of programs intended
to achieve corporate goals by creating, developing, and maintaining profitable exchanges with
target customers. Marketing is intended so that sellers understand, recognize, and understand
excessively to consumers so that the product or service is in accordance with consumer
desires and sells itself.
According to Abdullah and Tantri (2016) the results of the interaction of various
activities in which individuals and groups get their needs and wants through the process of
creating, offering, and trading goods with each other.
To develop an effective marketing strategy, marketers need to be aware of the types of
problem-solving techniques that consumers use when choosing a product or service. Abdullah
and Tantri (2016) state that when formulating a strategy, product managers must consult with
the purchasing and production departments to guarantee that sufficient raw resources are
available and produce sufficient units to achieve the desired results, as well as with sales
managers to obtain personnel-related support.
A marketing plan can be considered in light of the aforementioned idea of requiring
both internal and external marketing. The process of creating customer service is valued,
distributed, and promoted. known as external marketing. Internal marketing describes the
ability of employees to serve clients by valuing services not only based on Technical quality
is important, but functional quality is also important (Yeni et al., 2019).
It takes several techniques or strategies to introduce a company's product to the market
so that it is known, tried, and trusted, leading to consumers needing it, even if they do not
want to use other goods or develop this product. In general, there are three main marketing
strategies:
Market evolution
In an effort to find new customers for a business. There are several ways to do this, including:
Search for new markets and market segments.
Setting up a brand to increase sales.
Product modification
Achieved through modifying product features that can attract new buyers.
Improve product strength, purity, and other qualities such as durability. Such
efforts will be effective If the quality of the product improves, then consumers are
aware of and believe in the improved quality, and they are interested in the
improvements that have been made.
Side improvements. This is achieved by giving the product more functionality and
safety.
In repair mode. Improving the appearance or design of manufactured goods
Change the marketing mix
There are various ways to increase sales, including:
Lower prices to attract new market segments.
Engage in more engaging advertising and promotional efforts.
Changing distribution channels to increase revenue or production numbers.
Promotion is included in the updated marketing mix from the third strategy point of
view. Promoting products to consumers is one of the techniques to improve product
marketing in economics and marketing. (Mawar & Aslami, 2021).
The Effect of Organizational Culture on the Implementation of Marketing Management
Culture has many interconnected components. From these different parts, a deep
understanding is required. These cultural elements affect international marketing, including:
Mateial Life
The main element of culture is its material component. The main material life is problematic
in the development of technology as a tool for the production, distribution and consumption of
goods and services. Environmental factors explain the different levels and types of demand
for consumer goods.
Language
Language is one of the difficulties that must be overcome in worldwide marketing. To be able
to establish relationships and communicate internationally, this language is one of the
obstacles, therefore language is considered the most important element in the success of
international marketing management.
Social Interaction
An equally important element is also the way in which community members relate to each
other. This interaction can be expressed as the concept of kinship.
Aesthetics
The concepts and viewpoints adopted by a culture that upholds attractiveness and taste are
referred to as aesthetics. Three principles govern aesthetic expression in the Asia-Pacific
region: (1) complexity and dressing (diversity of shapes, forms, and colors); (2) harmony and
natural scenery (such as mountains, flowers, and trees); and (3) simplicity.
Religion
In many communities, religion is important. When religion plays an important role in
consumers' lives, businesses need to recognize this. Companies can engage Muslim
consumers and grow their business in Islamic societies by ensuring the things they offer are
halal and adding halal labels on every product that will be advertised.
Education
One of the main ways of passing culture from one generation to the next is education. The
level of education and the quality of that education are two elements of education that matter
to global marketers. It is imperative that businesses consider the quality of education. The
gateway to addressing corporate demands is education.
Value System
Every culture has a set of core values that guide people's norms and expectations. Norms
influence how people feel about things and moral principles. A society's value system is very
important from an international marketing perspective. Product positioning and selection in
product design will be driven by local sentiments towards other cultures (Islam et al., 2023).
Every country has a different culture, so it is crucial for international management to
understand how culture affects global trade. It can be disastrous for a business if overseas
managers do not understand the culture of the country they are doing business in.
The following are some of the traits that managers who oversee international business
should be aware of as it relates to international business:
Culture is a reflection of learned behaviors that are passed down from one member
of a society to another.
Cultural components are connected.
Culture is adaptable, meaning it can change in response to outside events that impact
the community.
The realization of a society is of course determined by the culture that its members
accept. Those who share the culture are considered members of the society, while
those who do not share the culture are considered to be outside the society. the
following are some other opinions about the characteristics of culture, as follows:
o Learning: Culture is acquired through learning and experience; it is not
inherited or biological.
o Shared: Culture is not unique to individuals and individuals; people are
members of a collection of organizations or cultural divisions of society.
o Generational change: Culture is cumulative and is passed on from one
generation to the next, leading to generational change.
o Symbolic: Culture based on an individual's ability to represent or utilize one
item to characterize another.
o Exemplary: As culture is structured and interconnected, changes to one
aspect will also affect the other.
o Adaptability: The human ability to evolve and adapt is the foundation of
culture.
In marketing, there is the term marketing mix which formulates marketing strategies
that must be carried out by business actors into the 4Ps, namely product, price, place and
promotion. For product marketing efforts to be successful and successful in a highly dynamic
international context, strategic marketers must incorporate cultural characteristics when
developing marketing mix strategies. As a result, it is important to create a good marketing
mix program based on the following factors:
Product
Businesses in international marketing must be able to design goods that appeal to their target
audience. And from a global perspective, culture is an important tool for product
development. Because the products needed for each marketing niche and the methods used to
produce them are different. Compared to other goods such as cars and motorcycles, some
products, especially food, beverages, and apparel, have a very deep cultural connection and
affinity. For cultural considerations, certain goods or services may also be prohibited or
restricted.
Price.
In culturally diverse regions, consumers' willingness to pay for goods will differ. Even items
that are considered of high value in one culture may be more valuable and worthwhile in
another.
Place (Distribution)
Strategic distribution can also be influenced by cultural factors. This depends on each person's
way of life and regional culture.
Promotion
Promotion is one of the four most frequently used components of the marketing mix.
Typically, culture will have a significant impact on a company's communication strategy.
Since advertising strategies that work well in one culture may work against them in another,
international marketers must be careful when conducting marketing communications through
advertising and other advertising promotion strategies.
The integration of marketing strategies and local culture will have an effect on
business continuity and successful product marketing, so it is important for international
marketers to understand this in relation to marketing strategies, especially the marketing mix
when formulating marketing strategies that are best suited to the highly dynamic international
target market of global marketers (Islam et al., 2023).
How to communicate is the key to success in business competition in the international
arena. It takes the right way of communication in the marketing field to win the competition.
This way of communicating is strongly influenced by cultural factors, so culture here has a
very important influence on the success of companies in going international. One of them
affects the leader's decision in making a policy. Marketing strategies with a broad scope to
cross-culture are indispensable in developing and introducing businesses on the international
stage international. So these leaders must have a high awareness of the different business
cultures. A manager's approach is influenced by their leadership. Less supportive leadership
in this situation results from a lack of trust in subordinates and excessive caution, which
inhibits employees from using creativity in their work. In other words, the current government
system is a directive system. This is clearly contrary to the spirit of strategic management,
which provides opportunities for employees to participate in project planning,
implementation, and evaluation (Dewie Tri Wijayati, 2010). international marketing
communication, which can be seen from the point of view of values, consumers, thinking
methods, and linguistic points of view, is a form of communication to reduce the emergence
of problems between people with different cultural backgrounds and different countries.
The rapid development of the business world and industry is also influenced by the
rapid flow of globalization. This encourages business people to start competing to increase
their economic and business scale towards the global market. To reach the global market,
there is a challenge to create unique business products, which are certainly supported by
cultural aspects. Culture impacts marketing strategies in two ways: marketers can combine
these two approaches, or they can modify international marketing tactics to better suit
regional cultural variants. One of these, in the field of applied marketing, is the global
standardization of advertising content. Empirical research shows that when there is a
significant cultural gap between a company's headquarters, where it is located, and a new area
of its target market, conditions for strategic promotion arise.
Cultural factors, such as customer purchasing behavior and habits that affect the
implementation of inventory policies, must also be taken into account when executing
distribution plans, which are components of marketing policies. For example, European
regions are accustomed to large-scale consumption to coincide with certain seasons, but Asian
regions, which experience only two seasons, have a pattern of immediate storage and small-
scale consumption. To enable this culture demands a pattern of product marketing approach
that suits the regional circumstances. (Gunanto & Gusti, 2017).
Conclusions
One factor that traders believe contributes to market competition is market location.
International business professionals who recognize that there are cultures that are different
from their own and that they must learn about these cultural traits in order to make
adjustments can adapt or coexist with other cultures. When people from one culture cannot
understand cultural differences defined in communication practices, customs, and culture, as
well as thought processing in the context of another culture, problems in cross-cultural
marketing communication sometimes develop. Communication methods are one of the keys
to success in commercial competitiveness on a global scale. In the world of marketing,
winning the competition requires the right communication. This form of communication is
greatly influenced by cultural characteristics, therefore culture has a significant influence on
how well companies enter the global market. Every country has a different culture, so it is
very important for international management to understand how culture affects global trade.
