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THE ROLE OF CULTURAL AND SOCIAL ENVIRONMENT ON
GLOBAL MARKETING
Introduction
International marketers must recognize the cultural influences and must prepare themselves to
meet the challenges or change them. International marketers play an important and arguably
even influential role in affecting the pace of change around the world. This is most obvious in
food but concerns practically all industries, especially consumer products. Soap and detergent
manufacturers have changed washing habits, the electronics industry has changed
entertainment patterns, and clothing marketers have changed style, and so on. In industrial
products, culture has influenced product characteristics and demand, but even more important
is the influence on the marketing process, especially in the way business is conducted.
International marketers have learned to rely on people who know and understand local
customs and attitudes for marketing expertise. Business relationships between parties of
different cultures or nationalities can be affected by additional challenges. When one party
from the cultural context takes a high part in the business deal, the factors discussed may be
more complicated due to different beliefs regarding the significance of the formal business
deal and the obligations that bind all parties e.g., the sales manager is absolutely sure that he
or she will be able to make the deal that only a well-written company contract is necessary in
order to accept all binding obligations. But the sales manager is also unable to understand that
halfway around the world, something can only happen when there is a personal relationship
because sometimes a personal relationship also needs to carry out something in a low-context
environment.
Theoretical Overview of Cultural Environment
The social environment is an area where various kinds of social interactions take place
between various groups and their institutions with established symbols and values and norms,
as well as related to the natural environment and the built or artificial environment
(spatial).The social environment is an area where various kinds of social interactions take
place between various groups and their institutions with established symbols and values and
norms, as well as related to the natural environment and the built or artificial environment
(spatial).
According to Sartain in Dalyono's book, the social environment is all other people or humans
who influence us. Direct influences such as in daily interactions with other people, with our
family, our friends, school friends, or work colleagues. While indirect influences can be
through radio and television, by reading books, magazines, newspapers, and so on in other
ways. Each of us, especially in terms of our personality is the result of the interaction between
our genes and our social environment, because of this interaction, each person is unique, each
person has their own personality that is different from one another. If in the case of
individuals who have some of the same genes or the same social environment, interacting it
produces wide variations / differences in personality. Based on the above understanding, it
can be concluded that the social environment is an interaction or social relationship that has a
close relationship with everyday life.
Types of Social Environment:
Primary Social Environment
One type of social environment where there is a close relationship between one member and
another who knows each other well.
Secondary Social Environment
is one type of social environment that has a relationship between one member and another
member that has a distance or is less familiar.
Social environmental factors:
Social grouping
It is the various kinds of people who form alliances or social groupings based on genealogical
relationships, such as nuclear or batih families, clans or clans, tribes and others.
Social structuring
Social arrangements are needed to regulate the order of life in a society that unites more than
one person. The arrangement can be in the form of rules as a common guideline in mobilizing
cooperation and daily relationships between its members. Each person must be clear about his
or her position and the roles to be performed, and know what to give and what can be
expected from the other party.
Social institutions
Most social institutions are developed based on the need to control the residential
environment, which is very important for the survival of the community concerned. Rules are
developed to exclude people who are not members of the social unit.
Social Needs
It can be said that a social environment is formed because of the desire of humans to fulfill
their respective needs. Because as social creatures, it is clear that not all of their life needs can
be met by themselves, especially the problem of social needs such as the need for interaction
with others.
Social Environment
The cultural environment is the environment formed by human activities, such as cultural
landscapes in rural areas, forests, urban areas and cities, fixed archaeological structures on
land or water, constructions and built environments of various ages, along with bridges, roads,
power and industrial lines, and port areas. On the one hand, the cultural environment is a non-
renewable resource, on the other hand, the cultural environment is in a constant state of
renewal and development. When changing and developing a valuable cultural environment or
creating a new cultural environment or part of it, the values of the existing environment are a
good starting point. What is lost once in the cultural environment, will remain lost forever.
Definition of cultural environment according to experts, among others:
Open Education Sociology Dictionary, Cultural environment is the social behaviors, norms,
and values that people use to understand and explain their physical and social environment.
Parment, A (2014), In terms of cultural environment, there are significant differences
between countries, and also within country or market borders, for example, between
metropolitan and rural areas.
Concept of Cultural Environment
The environment shows traces of human activity and interaction with nature, from
prehistoric times to modern times. Landscapes of different types and ages, the built
environment and archaeological remains make up what is known as the cultural
environment.
The concept of cultural environment is often associated with positive images related to
history. The cultural environment shows traces from prehistoric times to modern times.
Therefore, its temporal dimension is very broad.
Values placed on the cultural environment are specific to a particular culture, time and
place. These values may vary depending on the time period. Also, places that we may not
want to see or remember are part of the cultural environment.
Cultural environments have significant social and cultural value. Some cultural environments
are protected or defined as particularly valuable. The cultural environment also contains
intangible values. It can be seen as the basis for the collective memory and identity of
communities and people. Everyone has the right to a good cultural environment, and we are
all responsible for safeguarding it. The layers and continuity of our environment allow people
to be oriented, understand the present time and build the future.
Global Marketing
Global marketing is a step for a company to enter the global market. In this era of
globalization, a company is required to carry out global marketing so that it is not left behind
by other companies that have traded internationally and the company is able to compete. In
addition to achieving company goals in financial terms, marketing can also make an entrance
for importers in meeting the demand for goods that are not available in their country. A global
marketing strategy can be defined as one of the ways companies want to compete in the world
enter the global business by influencing customers from abroad and on an international scale
to be interested in the products they produce.
Keegan (1995) defines it as the process of focusing the resources (people, money and physical
assets) and objectives of an organization to seize opportunities and respond to global market
threats.
In his book, Griffin and Pustay (1996) assert that in developing a global marketing strategy
there are seven key factors to consider, namely:
Standardization or customization
Laws and regulations that apply in a country
Economic factors
Currency exchange rate
Target offense
Cultural influence
Competition
Based on these key factors, companies can know what to do in conducting global marketing
including what steps can be taken to be more effective in conducting global marketing.
Research Methods
This research is a research using the literature study method or literature review. A literature
review is a comprehensive overview of research that has been done on a specific topic to
show readers what is already known about the topic and what is not yet known, to find
rationales for research that has been done or for further research ideas (Denney & Tewksbury,
2013). Literature studies can be obtained from various sources including journals, books,
documentation, the internet and libraries. The literature study method is a series of activities
related to library data collection methods, reading and recording, and processing writing
materials (Zed, 2008 in Nursalam, 2016). The type of writing used is a literature review study
that focuses on the results of writing related to the writing topic or variable. The author
conducts this literature study after determining the topic of writing and determining the
formulation of the problem, before going to the field to collect the necessary data (Darmadi,
2011 in Nursalam, 2016).
Results and Discussion
Both the differences and similarities in the world's cultural characteristics cause the task of
global marketers to be twofold: First, marketers must learn and understand the culture of the
countries in which they will be doing business. Second, they must incorporate this
understanding into the planning process. In some instances, marketing strategies and
programs must be adapted; however, marketers should also take advantage of cultural
characteristics and avoid unnecessary and costly adjustments to the marketing mix.
Any systematic study of a new market geography requires a combination of a settled mind
and generosity. However, marketers must also feel secure in their own beliefs and traditions,
while generosity is needed to maintain the values of wholeness and other ways of life and
other values based on the point of view of others. in other words, overcoming negative
prejudices that are a natural result and human tendency towards ethnocentrism. Although
"culture shock" is a normal human reaction to something new and unfamiliar, successful
global marketers always strive to understand people's life experiences from a local
perspective.
One of the reasons that cultural factors are challenging for global marketers is that many of
them are hidden from view. Since culture is a learned behavior and is passed down from
generation to generation, it can be difficult for less experienced or untrained entrants to
understand. As they strive to understand cultural factors, immigrants gradually become
insiders and develop cultural empathy. There are many different paths to achieve the same
goals in life. Global marketers understand this and rejoice in the diversity of life.
The role of culture is very important in international marketing activities. Because culture is
used as an identity in interacting with international society. In international marketers we
must know the influence of culture and must prepare ourselves to face the challenges that will
be faced due to this cultural aspect. In a global society, there is still an assumption from social
groups that their group is the most superior or what we usually call ethnocentrism.
Ethnocentrism has both positive and negative impacts in a multicultural society. The way to
overcome ethnocentrism in global marketing multiculturalism is to explore or 'experience'
other people's cultures.
Because we will make the global community a market share that must be maximized for its
market potential. By not denigrating other people's cultures, but rather abiding by customs
The customs of the place where it will be targeted as a market share. So that the identity of
each group is not lost and can also still maintain the association of global society. This is
because each region and border has a different culture. So that in making products, culture is
one of the factors that will affect the characteristics of these products.
This is also based on purchasing behavior and consumer needs driven by cultural norms.
Cultural background also influences consumers in processing information and factors that
motivate consumers in making purchases. Companies doing global business mean dealing
with consumers, strategic partners, distributors and competitors with different cultural
mindsets.
Conclusions
International marketers play an important and arguably even influential role in affecting the
pace of change around the world. This is most obvious in food but concerns practically all
industries, especially consumer products. Soap and detergent manufacturers have changed
washing habits, the electronics industry has changed entertainment patterns, and clothing
marketers have changed style, and so on. In industrial products, culture has influenced
product characteristics and demand, but even more important is the influence on the
marketing process, especially in the way business is conducted.
International marketers have learned to rely on people who know and understand local
customs and attitudes for marketing expertise. This research is a study using the literature
review method. A literature review is a comprehensive overview of research that has been
done on a specific topic to show readers what is known about the topic and what is not yet
known, to find rationales for research that has already been done or for further research ideas.
The type of writing used is a literature review study that focuses on the results of writing
related to the writing topic or variable. The author conducted this literature study after
determining the topic of writing and determining the formulation of the problem, before going
to the field to collect the necessary data. Any systematic study of a new market geography
requires a combination of an established mind and generosity.
The role of culture is very important in international marketing activities. Because culture is
used as an identity in interacting with international society. In international marketers, we
must know the influence of culture and must prepare ourselves for it face the challenges that
will be faced due to this cultural aspect. In a global society, there is still an assumption from
social groups that their group is the most superior or what we usually call ethnocentrism.
Ethnocentrism has both positive and negative impacts in a multicultural society. The way to
overcome ethnocentrism in global marketing multiculturalism is to explore or 'experience'
other people's cultures.
Theoretical Overview of Cultural Environment
The social environment is an area where various kinds of social interactions take place
between various groups and their institutions with established symbols and values and norms,
as well as related to the natural environment and the built or artificial environment
(spatial).The social environment is an area where various kinds of social interactions take
place between various groups and their institutions with established symbols and values and
norms, as well as related to the natural environment and the built or artificial environment
(spatial).
According to Sartain in Dalyono's book, the social environment is all other people or humans
who influence us. Direct influences such as in daily interactions with other people, with our
family, our friends, school friends, or work colleagues. While indirect influences can be
through radio and television, by reading books, magazines, newspapers, and so on in other
ways. Each of us, especially in terms of our personality is the result of the interaction between
our genes and our social environment, because of this interaction, each person is unique, each
person has their own personality that is different from one another. If in the case of
individuals who have some of the same genes or the same social environment, interacting it
produces wide variations / differences in personality. Based on the above understanding, it
can be concluded that the social environment is an interaction or social relationship that has a
close relationship with everyday life.
Types of Social Environment:
Primary Social Environment
One type of social environment where there is a close relationship between one member and
another who knows each other well.
Secondary Social Environment
is one type of social environment that has a relationship between one member and another
member that has a distance or is less familiar.
Social environmental factors:
Social grouping
It is the various kinds of people who form alliances or social groupings based on genealogical
relationships, such as nuclear or batih families, clans or clans, tribes and others.
Social structuring
Social arrangements are needed to regulate the order of life in a society that unites more than
one person. The arrangement can be in the form of rules as a common guideline in mobilizing
cooperation and daily relationships between its members. Each person must be clear about his
or her position and the roles to be performed, and know what to give and what can be
expected from the other party.
Social institutions
Most social institutions are developed based on the need to control the residential
environment, which is very important for the survival of the community concerned. Rules are
developed to exclude people who are not members of the social unit.
Social Needs
It can be said that a social environment is formed because of the desire of humans to fulfill
their respective needs. Because as social creatures, it is clear that not all of their life needs can
be met by themselves, especially the problem of social needs such as the need for interaction
with others.
Social Environment
The cultural environment is the environment formed by human activities, such as cultural
landscapes in rural areas, forests, urban areas and cities, fixed archaeological structures on
land or water, constructions and built environments of various ages, along with bridges, roads,
power and industrial lines, and port areas. On the one hand, the cultural environment is a non-
renewable resource, on the other hand, the cultural environment is in a constant state of
renewal and development. When changing and developing a valuable cultural environment or
creating a new cultural environment or part of it, the values of the existing environment are a
good starting point. What is lost once in the cultural environment, will remain lost forever.
Definition of cultural environment according to experts, among others:
Open Education Sociology Dictionary, Cultural environment is the social behaviors, norms,
and values that people use to understand and explain their physical and social environment.
Parment, A (2014), In terms of cultural environment, there are significant differences
between countries, and also within country or market borders, for example, between
metropolitan and rural areas.
Concept of Cultural Environment
The environment shows traces of human activity and interaction with nature, from
prehistoric times to modern times. Landscapes of different types and ages, the built
environment and archaeological remains make up what is known as the cultural
environment.
The concept of cultural environment is often associated with positive images related to
history. The cultural environment shows traces from prehistoric times to modern times.
Therefore, its temporal dimension is very broad.
Values placed on the cultural environment are specific to a particular culture, time and
place. These values may vary depending on the time period. Also, places that we may not
want to see or remember are part of the cultural environment.
Cultural environments have significant social and cultural value. Some cultural environments
are protected or defined as particularly valuable. The cultural environment also contains
intangible values. It can be seen as the basis for the collective memory and identity of
communities and people. Everyone has the right to a good cultural environment, and we are
all responsible for safeguarding it. The layers and continuity of our environment allow people
to be oriented, understand the present time and build the future.
Global Marketing
Global marketing is a step for a company to enter the global market. In this era of
globalization, a company is required to carry out global marketing so that it is not left behind
by other companies that have traded internationally and the company is able to compete. In
addition to achieving company goals in financial terms, marketing can also make an entrance
for importers in meeting the demand for goods that are not available in their country. A global
marketing strategy can be defined as one of the ways companies want to compete in the world
enter the global business by influencing customers from abroad and on an international scale
to be interested in the products they produce.
Keegan (1995) defines it as the process of focusing the resources (people, money and physical
assets) and objectives of an organization to seize opportunities and respond to global market
threats.
In his book, Griffin and Pustay (1996) assert that in developing a global marketing strategy
there are seven key factors to consider, namely:
Standardization or customization
Laws and regulations that apply in a country
Economic factors
Currency exchange rate
Target offense
Cultural influence
Competition
Based on these key factors, companies can know what to do in conducting global marketing
including what steps can be taken to be more effective in conducting global marketing.
Research Methods
This research is a research using the literature study method or literature review. A literature
review is a comprehensive overview of research that has been done on a specific topic to
show readers what is already known about the topic and what is not yet known, to find
rationales for research that has been done or for further research ideas (Denney & Tewksbury,
2013). Literature studies can be obtained from various sources including journals, books,
documentation, the internet and libraries. The literature study method is a series of activities
related to library data collection methods, reading and recording, and processing writing
materials (Zed, 2008 in Nursalam, 2016). The type of writing used is a literature review study
that focuses on the results of writing related to the writing topic or variable. The author
conducts this literature study after determining the topic of writing and determining the
formulation of the problem, before going to the field to collect the necessary data (Darmadi,
2011 in Nursalam, 2016).
Results and Discussion
Both the differences and similarities in the world's cultural characteristics cause the task of
global marketers to be twofold: First, marketers must learn and understand the culture of the
countries in which they will be doing business. Second, they must incorporate this
understanding into the planning process. In some instances, marketing strategies and
programs must be adapted; however, marketers should also take advantage of cultural
characteristics and avoid unnecessary and costly adjustments to the marketing mix.
Any systematic study of a new market geography requires a combination of a settled mind
and generosity. However, marketers must also feel secure in their own beliefs and traditions,
while generosity is needed to maintain the values of wholeness and other ways of life and
other values based on the point of view of others. in other words, overcoming negative
prejudices that are a natural result and human tendency towards ethnocentrism. Although
"culture shock" is a normal human reaction to something new and unfamiliar, successful
global marketers always strive to understand people's life experiences from a local
perspective.
One of the reasons that cultural factors are challenging for global marketers is that many of
them are hidden from view. Since culture is a learned behavior and is passed down from
generation to generation, it can be difficult for less experienced or untrained entrants to
understand. As they strive to understand cultural factors, immigrants gradually become
insiders and develop cultural empathy. There are many different paths to achieve the same
goals in life. Global marketers understand this and rejoice in the diversity of life.
The role of culture is very important in international marketing activities. Because culture is
used as an identity in interacting with international society. In international marketers we
must know the influence of culture and must prepare ourselves to face the challenges that will
be faced due to this cultural aspect. In a global society, there is still an assumption from social
groups that their group is the most superior or what we usually call ethnocentrism.
Ethnocentrism has both positive and negative impacts in a multicultural society. The way to
overcome ethnocentrism in global marketing multiculturalism is to explore or 'experience'
other people's cultures.
Because we will make the global community a market share that must be maximized for its
market potential. By not denigrating other people's cultures, but rather abiding by customs
The customs of the place where it will be targeted as a market share. So that the identity of
each group is not lost and can also still maintain the association of global society. This is
because each region and border has a different culture. So that in making products, culture is
one of the factors that will affect the characteristics of these products.
This is also based on purchasing behavior and consumer needs driven by cultural norms.
Cultural background also influences consumers in processing information and factors that
motivate consumers in making purchases. Companies doing global business mean dealing
with consumers, strategic partners, distributors and competitors with different cultural
mindsets.
Conclusions
International marketers play an important and arguably even influential role in affecting the
pace of change around the world. This is most obvious in food but concerns practically all
industries, especially consumer products. Soap and detergent manufacturers have changed
washing habits, the electronics industry has changed entertainment patterns, and clothing
marketers have changed style, and so on. In industrial products, culture has influenced
product characteristics and demand, but even more important is the influence on the
marketing process, especially in the way business is conducted.
International marketers have learned to rely on people who know and understand local
customs and attitudes for marketing expertise. This research is a study using the literature
review method. A literature review is a comprehensive overview of research that has been
done on a specific topic to show readers what is known about the topic and what is not yet
known, to find rationales for research that has already been done or for further research ideas.
The type of writing used is a literature review study that focuses on the results of writing
related to the writing topic or variable. The author conducted this literature study after
determining the topic of writing and determining the formulation of the problem, before going
to the field to collect the necessary data. Any systematic study of a new market geography
requires a combination of an established mind and generosity.
The role of culture is very important in international marketing activities. Because culture is
used as an identity in interacting with international society. In international marketers, we
must know the influence of culture and must prepare ourselves for it face the challenges that
will be faced due to this cultural aspect. In a global society, there is still an assumption from
social groups that their group is the most superior or what we usually call ethnocentrism.
Ethnocentrism has both positive and negative impacts in a multicultural society. The way to
overcome ethnocentrism in global marketing multiculturalism is to explore or 'experience'
other people's cultures.
Theoretical Overview of Cultural Environment
The social environment is an area where various kinds of social interactions take place
between various groups and their institutions with established symbols and values and norms,
as well as related to the natural environment and the built or artificial environment
(spatial).The social environment is an area where various kinds of social interactions take
place between various groups and their institutions with established symbols and values and
norms, as well as related to the natural environment and the built or artificial environment
(spatial).
According to Sartain in Dalyono's book, the social environment is all other people or humans
who influence us. Direct influences such as in daily interactions with other people, with our
family, our friends, school friends, or work colleagues. While indirect influences can be
through radio and television, by reading books, magazines, newspapers, and so on in other
ways. Each of us, especially in terms of our personality is the result of the interaction between
our genes and our social environment, because of this interaction, each person is unique, each
person has their own personality that is different from one another. If in the case of
individuals who have some of the same genes or the same social environment, interacting it
produces wide variations / differences in personality. Based on the above understanding, it
can be concluded that the social environment is an interaction or social relationship that has a
close relationship with everyday life.
Types of Social Environment:
Primary Social Environment
One type of social environment where there is a close relationship between one member and
another who knows each other well.
Secondary Social Environment
is one type of social environment that has a relationship between one member and another
member that has a distance or is less familiar.
Social environmental factors:
Social grouping
It is the various kinds of people who form alliances or social groupings based on genealogical
relationships, such as nuclear or batih families, clans or clans, tribes and others.
Social structuring
Social arrangements are needed to regulate the order of life in a society that unites more than
one person. The arrangement can be in the form of rules as a common guideline in mobilizing
cooperation and daily relationships between its members. Each person must be clear about his
or her position and the roles to be performed, and know what to give and what can be
expected from the other party.
Social institutions
Most social institutions are developed based on the need to control the residential
environment, which is very important for the survival of the community concerned. Rules are
developed to exclude people who are not members of the social unit.
Social Needs
It can be said that a social environment is formed because of the desire of humans to fulfill
their respective needs. Because as social creatures, it is clear that not all of their life needs can
be met by themselves, especially the problem of social needs such as the need for interaction
with others.
Social Environment
The cultural environment is the environment formed by human activities, such as cultural
landscapes in rural areas, forests, urban areas and cities, fixed archaeological structures on
land or water, constructions and built environments of various ages, along with bridges, roads,
power and industrial lines, and port areas. On the one hand, the cultural environment is a non-
renewable resource, on the other hand, the cultural environment is in a constant state of
renewal and development. When changing and developing a valuable cultural environment or
creating a new cultural environment or part of it, the values of the existing environment are a
good starting point. What is lost once in the cultural environment, will remain lost forever.
Definition of cultural environment according to experts, among others:
Open Education Sociology Dictionary, Cultural environment is the social behaviors, norms,
and values that people use to understand and explain their physical and social environment.
Parment, A (2014), In terms of cultural environment, there are significant differences
between countries, and also within country or market borders, for example, between
metropolitan and rural areas.
Concept of Cultural Environment
The environment shows traces of human activity and interaction with nature, from
prehistoric times to modern times. Landscapes of different types and ages, the built
environment and archaeological remains make up what is known as the cultural
environment.
The concept of cultural environment is often associated with positive images related to
history. The cultural environment shows traces from prehistoric times to modern times.
Therefore, its temporal dimension is very broad.
Values placed on the cultural environment are specific to a particular culture, time and
place. These values may vary depending on the time period. Also, places that we may not
want to see or remember are part of the cultural environment.
Cultural environments have significant social and cultural value. Some cultural environments
are protected or defined as particularly valuable. The cultural environment also contains
intangible values. It can be seen as the basis for the collective memory and identity of
communities and people. Everyone has the right to a good cultural environment, and we are
all responsible for safeguarding it. The layers and continuity of our environment allow people
to be oriented, understand the present time and build the future.
Global Marketing
Global marketing is a step for a company to enter the global market. In this era of
globalization, a company is required to carry out global marketing so that it is not left behind
by other companies that have traded internationally and the company is able to compete. In
addition to achieving company goals in financial terms, marketing can also make an entrance
for importers in meeting the demand for goods that are not available in their country. A global
marketing strategy can be defined as one of the ways companies want to compete in the world
enter the global business by influencing customers from abroad and on an international scale
to be interested in the products they produce.
Keegan (1995) defines it as the process of focusing the resources (people, money and physical
assets) and objectives of an organization to seize opportunities and respond to global market
threats.
In his book, Griffin and Pustay (1996) assert that in developing a global marketing strategy
there are seven key factors to consider, namely:
Standardization or customization
Laws and regulations that apply in a country
Economic factors
Currency exchange rate
Target offense
Cultural influence
Competition
Based on these key factors, companies can know what to do in conducting global marketing
including what steps can be taken to be more effective in conducting global marketing.
Research Methods
This research is a research using the literature study method or literature review. A literature
review is a comprehensive overview of research that has been done on a specific topic to
show readers what is already known about the topic and what is not yet known, to find
rationales for research that has been done or for further research ideas (Denney & Tewksbury,
2013). Literature studies can be obtained from various sources including journals, books,
documentation, the internet and libraries. The literature study method is a series of activities
related to library data collection methods, reading and recording, and processing writing
materials (Zed, 2008 in Nursalam, 2016). The type of writing used is a literature review study
that focuses on the results of writing related to the writing topic or variable. The author
conducts this literature study after determining the topic of writing and determining the
formulation of the problem, before going to the field to collect the necessary data (Darmadi,
2011 in Nursalam, 2016).
Results and Discussion
Both the differences and similarities in the world's cultural characteristics cause the task of
global marketers to be twofold: First, marketers must learn and understand the culture of the
countries in which they will be doing business. Second, they must incorporate this
understanding into the planning process. In some instances, marketing strategies and
programs must be adapted; however, marketers should also take advantage of cultural
characteristics and avoid unnecessary and costly adjustments to the marketing mix.
Any systematic study of a new market geography requires a combination of a settled mind
and generosity. However, marketers must also feel secure in their own beliefs and traditions,
while generosity is needed to maintain the values of wholeness and other ways of life and
other values based on the point of view of others. in other words, overcoming negative
prejudices that are a natural result and human tendency towards ethnocentrism. Although
"culture shock" is a normal human reaction to something new and unfamiliar, successful
global marketers always strive to understand people's life experiences from a local
perspective.
One of the reasons that cultural factors are challenging for global marketers is that many of
them are hidden from view. Since culture is a learned behavior and is passed down from
generation to generation, it can be difficult for less experienced or untrained entrants to
understand. As they strive to understand cultural factors, immigrants gradually become
insiders and develop cultural empathy. There are many different paths to achieve the same
goals in life. Global marketers understand this and rejoice in the diversity of life.
The role of culture is very important in international marketing activities. Because culture is
used as an identity in interacting with international society. In international marketers we
must know the influence of culture and must prepare ourselves to face the challenges that will
be faced due to this cultural aspect. In a global society, there is still an assumption from social
groups that their group is the most superior or what we usually call ethnocentrism.
Ethnocentrism has both positive and negative impacts in a multicultural society. The way to
overcome ethnocentrism in global marketing multiculturalism is to explore or 'experience'
other people's cultures.
Because we will make the global community a market share that must be maximized for its
market potential. By not denigrating other people's cultures, but rather abiding by customs
The customs of the place where it will be targeted as a market share. So that the identity of
each group is not lost and can also still maintain the association of global society. This is
because each region and border has a different culture. So that in making products, culture is
one of the factors that will affect the characteristics of these products.
This is also based on purchasing behavior and consumer needs driven by cultural norms.
Cultural background also influences consumers in processing information and factors that
motivate consumers in making purchases. Companies doing global business mean dealing
with consumers, strategic partners, distributors and competitors with different cultural
mindsets.
Conclusions
International marketers play an important and arguably even influential role in affecting the
pace of change around the world. This is most obvious in food but concerns practically all
industries, especially consumer products. Soap and detergent manufacturers have changed
washing habits, the electronics industry has changed entertainment patterns, and clothing
marketers have changed style, and so on. In industrial products, culture has influenced
product characteristics and demand, but even more important is the influence on the
marketing process, especially in the way business is conducted.
International marketers have learned to rely on people who know and understand local
customs and attitudes for marketing expertise. This research is a study using the literature
review method. A literature review is a comprehensive overview of research that has been
done on a specific topic to show readers what is known about the topic and what is not yet
known, to find rationales for research that has already been done or for further research ideas.
The type of writing used is a literature review study that focuses on the results of writing
related to the writing topic or variable. The author conducted this literature study after
determining the topic of writing and determining the formulation of the problem, before going
to the field to collect the necessary data. Any systematic study of a new market geography
requires a combination of an established mind and generosity.
The role of culture is very important in international marketing activities. Because culture is
used as an identity in interacting with international society. In international marketers, we
must know the influence of culture and must prepare ourselves for it face the challenges that
will be faced due to this cultural aspect. In a global society, there is still an assumption from
social groups that their group is the most superior or what we usually call ethnocentrism.
Ethnocentrism has both positive and negative impacts in a multicultural society. The way to
overcome ethnocentrism in global marketing multiculturalism is to explore or 'experience'
other people's cultures.
Theoretical Overview of Cultural Environment
The social environment is an area where various kinds of social interactions take place
between various groups and their institutions with established symbols and values and norms,
as well as related to the natural environment and the built or artificial environment
(spatial).The social environment is an area where various kinds of social interactions take
place between various groups and their institutions with established symbols and values and
norms, as well as related to the natural environment and the built or artificial environment
(spatial).
According to Sartain in Dalyono's book, the social environment is all other people or humans
who influence us. Direct influences such as in daily interactions with other people, with our
family, our friends, school friends, or work colleagues. While indirect influences can be
through radio and television, by reading books, magazines, newspapers, and so on in other
ways. Each of us, especially in terms of our personality is the result of the interaction between
our genes and our social environment, because of this interaction, each person is unique, each
person has their own personality that is different from one another. If in the case of
individuals who have some of the same genes or the same social environment, interacting it
produces wide variations / differences in personality. Based on the above understanding, it
can be concluded that the social environment is an interaction or social relationship that has a
close relationship with everyday life.
Types of Social Environment:
Primary Social Environment
One type of social environment where there is a close relationship between one member and
another who knows each other well.
Secondary Social Environment
is one type of social environment that has a relationship between one member and another
member that has a distance or is less familiar.
Social environmental factors:
Social grouping
It is the various kinds of people who form alliances or social groupings based on genealogical
relationships, such as nuclear or batih families, clans or clans, tribes and others.
Social structuring
Social arrangements are needed to regulate the order of life in a society that unites more than
one person. The arrangement can be in the form of rules as a common guideline in mobilizing
cooperation and daily relationships between its members. Each person must be clear about his
or her position and the roles to be performed, and know what to give and what can be
expected from the other party.
Social institutions
Most social institutions are developed based on the need to control the residential
environment, which is very important for the survival of the community concerned. Rules are
developed to exclude people who are not members of the social unit.
Social Needs
It can be said that a social environment is formed because of the desire of humans to fulfill
their respective needs. Because as social creatures, it is clear that not all of their life needs can
be met by themselves, especially the problem of social needs such as the need for interaction
with others.
Social Environment
The cultural environment is the environment formed by human activities, such as cultural
landscapes in rural areas, forests, urban areas and cities, fixed archaeological structures on
land or water, constructions and built environments of various ages, along with bridges, roads,
power and industrial lines, and port areas. On the one hand, the cultural environment is a non-
renewable resource, on the other hand, the cultural environment is in a constant state of
renewal and development. When changing and developing a valuable cultural environment or
creating a new cultural environment or part of it, the values of the existing environment are a
good starting point. What is lost once in the cultural environment, will remain lost forever.
Definition of cultural environment according to experts, among others:
Open Education Sociology Dictionary, Cultural environment is the social behaviors, norms,
and values that people use to understand and explain their physical and social environment.
Parment, A (2014), In terms of cultural environment, there are significant differences
between countries, and also within country or market borders, for example, between
metropolitan and rural areas.
Concept of Cultural Environment
The environment shows traces of human activity and interaction with nature, from
prehistoric times to modern times. Landscapes of different types and ages, the built
environment and archaeological remains make up what is known as the cultural
environment.
The concept of cultural environment is often associated with positive images related to
history. The cultural environment shows traces from prehistoric times to modern times.
Therefore, its temporal dimension is very broad.
Values placed on the cultural environment are specific to a particular culture, time and
place. These values may vary depending on the time period. Also, places that we may not
want to see or remember are part of the cultural environment.
Cultural environments have significant social and cultural value. Some cultural environments
are protected or defined as particularly valuable. The cultural environment also contains
intangible values. It can be seen as the basis for the collective memory and identity of
communities and people. Everyone has the right to a good cultural environment, and we are
all responsible for safeguarding it. The layers and continuity of our environment allow people
to be oriented, understand the present time and build the future.
Global Marketing
Global marketing is a step for a company to enter the global market. In this era of
globalization, a company is required to carry out global marketing so that it is not left behind
by other companies that have traded internationally and the company is able to compete. In
addition to achieving company goals in financial terms, marketing can also make an entrance
for importers in meeting the demand for goods that are not available in their country. A global
marketing strategy can be defined as one of the ways companies want to compete in the world
enter the global business by influencing customers from abroad and on an international scale
to be interested in the products they produce.
Keegan (1995) defines it as the process of focusing the resources (people, money and physical
assets) and objectives of an organization to seize opportunities and respond to global market
threats.
In his book, Griffin and Pustay (1996) assert that in developing a global marketing strategy
there are seven key factors to consider, namely:
Standardization or customization
Laws and regulations that apply in a country
Economic factors
Currency exchange rate
Target offense
Cultural influence
Competition
Based on these key factors, companies can know what to do in conducting global marketing
including what steps can be taken to be more effective in conducting global marketing.
Research Methods
This research is a research using the literature study method or literature review. A literature
review is a comprehensive overview of research that has been done on a specific topic to
show readers what is already known about the topic and what is not yet known, to find
rationales for research that has been done or for further research ideas (Denney & Tewksbury,
2013). Literature studies can be obtained from various sources including journals, books,
documentation, the internet and libraries. The literature study method is a series of activities
related to library data collection methods, reading and recording, and processing writing
materials (Zed, 2008 in Nursalam, 2016). The type of writing used is a literature review study
that focuses on the results of writing related to the writing topic or variable. The author
conducts this literature study after determining the topic of writing and determining the
formulation of the problem, before going to the field to collect the necessary data (Darmadi,
2011 in Nursalam, 2016).
Results and Discussion
Both the differences and similarities in the world's cultural characteristics cause the task of
global marketers to be twofold: First, marketers must learn and understand the culture of the
countries in which they will be doing business. Second, they must incorporate this
understanding into the planning process. In some instances, marketing strategies and
programs must be adapted; however, marketers should also take advantage of cultural
characteristics and avoid unnecessary and costly adjustments to the marketing mix.
Any systematic study of a new market geography requires a combination of a settled mind
and generosity. However, marketers must also feel secure in their own beliefs and traditions,
while generosity is needed to maintain the values of wholeness and other ways of life and
other values based on the point of view of others. in other words, overcoming negative
prejudices that are a natural result and human tendency towards ethnocentrism. Although
"culture shock" is a normal human reaction to something new and unfamiliar, successful
global marketers always strive to understand people's life experiences from a local
perspective.
One of the reasons that cultural factors are challenging for global marketers is that many of
them are hidden from view. Since culture is a learned behavior and is passed down from
generation to generation, it can be difficult for less experienced or untrained entrants to
understand. As they strive to understand cultural factors, immigrants gradually become
insiders and develop cultural empathy. There are many different paths to achieve the same
goals in life. Global marketers understand this and rejoice in the diversity of life.
The role of culture is very important in international marketing activities. Because culture is
used as an identity in interacting with international society. In international marketers we
must know the influence of culture and must prepare ourselves to face the challenges that will
be faced due to this cultural aspect. In a global society, there is still an assumption from social
groups that their group is the most superior or what we usually call ethnocentrism.
Ethnocentrism has both positive and negative impacts in a multicultural society. The way to
overcome ethnocentrism in global marketing multiculturalism is to explore or 'experience'
other people's cultures.
Because we will make the global community a market share that must be maximized for its
market potential. By not denigrating other people's cultures, but rather abiding by customs
The customs of the place where it will be targeted as a market share. So that the identity of
each group is not lost and can also still maintain the association of global society. This is
because each region and border has a different culture. So that in making products, culture is
one of the factors that will affect the characteristics of these products.
This is also based on purchasing behavior and consumer needs driven by cultural norms.
Cultural background also influences consumers in processing information and factors that
motivate consumers in making purchases. Companies doing global business mean dealing
with consumers, strategic partners, distributors and competitors with different cultural
mindsets.
Conclusions
International marketers play an important and arguably even influential role in affecting the
pace of change around the world. This is most obvious in food but concerns practically all
industries, especially consumer products. Soap and detergent manufacturers have changed
washing habits, the electronics industry has changed entertainment patterns, and clothing
marketers have changed style, and so on. In industrial products, culture has influenced
product characteristics and demand, but even more important is the influence on the
marketing process, especially in the way business is conducted.
International marketers have learned to rely on people who know and understand local
customs and attitudes for marketing expertise. This research is a study using the literature
review method. A literature review is a comprehensive overview of research that has been
done on a specific topic to show readers what is known about the topic and what is not yet
known, to find rationales for research that has already been done or for further research ideas.
The type of writing used is a literature review study that focuses on the results of writing
related to the writing topic or variable. The author conducted this literature study after
determining the topic of writing and determining the formulation of the problem, before going
to the field to collect the necessary data. Any systematic study of a new market geography
requires a combination of an established mind and generosity.
The role of culture is very important in international marketing activities. Because culture is
used as an identity in interacting with international society. In international marketers, we
must know the influence of culture and must prepare ourselves for it face the challenges that
will be faced due to this cultural aspect. In a global society, there is still an assumption from
social groups that their group is the most superior or what we usually call ethnocentrism.
Ethnocentrism has both positive and negative impacts in a multicultural society. The way to
overcome ethnocentrism in global marketing multiculturalism is to explore or 'experience'
other people's cultures.
Theoretical Overview of Cultural Environment
The social environment is an area where various kinds of social interactions take place
between various groups and their institutions with established symbols and values and norms,
as well as related to the natural environment and the built or artificial environment
(spatial).The social environment is an area where various kinds of social interactions take
place between various groups and their institutions with established symbols and values and
norms, as well as related to the natural environment and the built or artificial environment
(spatial).
According to Sartain in Dalyono's book, the social environment is all other people or humans
who influence us. Direct influences such as in daily interactions with other people, with our
family, our friends, school friends, or work colleagues. While indirect influences can be
through radio and television, by reading books, magazines, newspapers, and so on in other
ways. Each of us, especially in terms of our personality is the result of the interaction between
our genes and our social environment, because of this interaction, each person is unique, each
person has their own personality that is different from one another. If in the case of
individuals who have some of the same genes or the same social environment, interacting it
produces wide variations / differences in personality. Based on the above understanding, it
can be concluded that the social environment is an interaction or social relationship that has a
close relationship with everyday life.
Types of Social Environment:
Primary Social Environment
One type of social environment where there is a close relationship between one member and
another who knows each other well.
Secondary Social Environment
is one type of social environment that has a relationship between one member and another
member that has a distance or is less familiar.
Social environmental factors:
Social grouping
It is the various kinds of people who form alliances or social groupings based on genealogical
relationships, such as nuclear or batih families, clans or clans, tribes and others.
Social structuring
Social arrangements are needed to regulate the order of life in a society that unites more than
one person. The arrangement can be in the form of rules as a common guideline in mobilizing
cooperation and daily relationships between its members. Each person must be clear about his
or her position and the roles to be performed, and know what to give and what can be
expected from the other party.
Social institutions
Most social institutions are developed based on the need to control the residential
environment, which is very important for the survival of the community concerned. Rules are
developed to exclude people who are not members of the social unit.
Social Needs
It can be said that a social environment is formed because of the desire of humans to fulfill
their respective needs. Because as social creatures, it is clear that not all of their life needs can
be met by themselves, especially the problem of social needs such as the need for interaction
with others.
Social Environment
The cultural environment is the environment formed by human activities, such as cultural
landscapes in rural areas, forests, urban areas and cities, fixed archaeological structures on
land or water, constructions and built environments of various ages, along with bridges, roads,
power and industrial lines, and port areas. On the one hand, the cultural environment is a non-
renewable resource, on the other hand, the cultural environment is in a constant state of
renewal and development. When changing and developing a valuable cultural environment or
creating a new cultural environment or part of it, the values of the existing environment are a
good starting point. What is lost once in the cultural environment, will remain lost forever.
Definition of cultural environment according to experts, among others:
Open Education Sociology Dictionary, Cultural environment is the social behaviors, norms,
and values that people use to understand and explain their physical and social environment.
Parment, A (2014), In terms of cultural environment, there are significant differences
between countries, and also within country or market borders, for example, between
metropolitan and rural areas.
Concept of Cultural Environment
The environment shows traces of human activity and interaction with nature, from
prehistoric times to modern times. Landscapes of different types and ages, the built
environment and archaeological remains make up what is known as the cultural
environment.
The concept of cultural environment is often associated with positive images related to
history. The cultural environment shows traces from prehistoric times to modern times.
Therefore, its temporal dimension is very broad.
Values placed on the cultural environment are specific to a particular culture, time and
place. These values may vary depending on the time period. Also, places that we may not
want to see or remember are part of the cultural environment.
Cultural environments have significant social and cultural value. Some cultural environments
are protected or defined as particularly valuable. The cultural environment also contains
intangible values. It can be seen as the basis for the collective memory and identity of
communities and people. Everyone has the right to a good cultural environment, and we are
all responsible for safeguarding it. The layers and continuity of our environment allow people
to be oriented, understand the present time and build the future.
Global Marketing
Global marketing is a step for a company to enter the global market. In this era of
globalization, a company is required to carry out global marketing so that it is not left behind
by other companies that have traded internationally and the company is able to compete. In
addition to achieving company goals in financial terms, marketing can also make an entrance
for importers in meeting the demand for goods that are not available in their country. A global
marketing strategy can be defined as one of the ways companies want to compete in the world
enter the global business by influencing customers from abroad and on an international scale
to be interested in the products they produce.
Keegan (1995) defines it as the process of focusing the resources (people, money and physical
assets) and objectives of an organization to seize opportunities and respond to global market
threats.
In his book, Griffin and Pustay (1996) assert that in developing a global marketing strategy
there are seven key factors to consider, namely:
Standardization or customization
Laws and regulations that apply in a country
Economic factors
Currency exchange rate
Target offense
Cultural influence
Competition
Based on these key factors, companies can know what to do in conducting global marketing
including what steps can be taken to be more effective in conducting global marketing.
Research Methods
This research is a research using the literature study method or literature review. A literature
review is a comprehensive overview of research that has been done on a specific topic to
show readers what is already known about the topic and what is not yet known, to find
rationales for research that has been done or for further research ideas (Denney & Tewksbury,
2013). Literature studies can be obtained from various sources including journals, books,
documentation, the internet and libraries. The literature study method is a series of activities
related to library data collection methods, reading and recording, and processing writing
materials (Zed, 2008 in Nursalam, 2016). The type of writing used is a literature review study
that focuses on the results of writing related to the writing topic or variable. The author
conducts this literature study after determining the topic of writing and determining the
formulation of the problem, before going to the field to collect the necessary data (Darmadi,
2011 in Nursalam, 2016).
Results and Discussion
Both the differences and similarities in the world's cultural characteristics cause the task of
global marketers to be twofold: First, marketers must learn and understand the culture of the
countries in which they will be doing business. Second, they must incorporate this
understanding into the planning process. In some instances, marketing strategies and
programs must be adapted; however, marketers should also take advantage of cultural
characteristics and avoid unnecessary and costly adjustments to the marketing mix.
Any systematic study of a new market geography requires a combination of a settled mind
and generosity. However, marketers must also feel secure in their own beliefs and traditions,
while generosity is needed to maintain the values of wholeness and other ways of life and
other values based on the point of view of others. in other words, overcoming negative
prejudices that are a natural result and human tendency towards ethnocentrism. Although
"culture shock" is a normal human reaction to something new and unfamiliar, successful
global marketers always strive to understand people's life experiences from a local
perspective.
One of the reasons that cultural factors are challenging for global marketers is that many of
them are hidden from view. Since culture is a learned behavior and is passed down from
generation to generation, it can be difficult for less experienced or untrained entrants to
understand. As they strive to understand cultural factors, immigrants gradually become
insiders and develop cultural empathy. There are many different paths to achieve the same
goals in life. Global marketers understand this and rejoice in the diversity of life.
The role of culture is very important in international marketing activities. Because culture is
used as an identity in interacting with international society. In international marketers we
must know the influence of culture and must prepare ourselves to face the challenges that will
be faced due to this cultural aspect. In a global society, there is still an assumption from social
groups that their group is the most superior or what we usually call ethnocentrism.
Ethnocentrism has both positive and negative impacts in a multicultural society. The way to
overcome ethnocentrism in global marketing multiculturalism is to explore or 'experience'
other people's cultures.
Because we will make the global community a market share that must be maximized for its
market potential. By not denigrating other people's cultures, but rather abiding by customs
The customs of the place where it will be targeted as a market share. So that the identity of
each group is not lost and can also still maintain the association of global society. This is
because each region and border has a different culture. So that in making products, culture is
one of the factors that will affect the characteristics of these products.
This is also based on purchasing behavior and consumer needs driven by cultural norms.
Cultural background also influences consumers in processing information and factors that
motivate consumers in making purchases. Companies doing global business mean dealing
with consumers, strategic partners, distributors and competitors with different cultural
mindsets.
Conclusions
International marketers play an important and arguably even influential role in affecting the
pace of change around the world. This is most obvious in food but concerns practically all
industries, especially consumer products. Soap and detergent manufacturers have changed
washing habits, the electronics industry has changed entertainment patterns, and clothing
marketers have changed style, and so on. In industrial products, culture has influenced
product characteristics and demand, but even more important is the influence on the
marketing process, especially in the way business is conducted.
International marketers have learned to rely on people who know and understand local
customs and attitudes for marketing expertise. This research is a study using the literature
review method. A literature review is a comprehensive overview of research that has been
done on a specific topic to show readers what is known about the topic and what is not yet
known, to find rationales for research that has already been done or for further research ideas.
The type of writing used is a literature review study that focuses on the results of writing
related to the writing topic or variable. The author conducted this literature study after
determining the topic of writing and determining the formulation of the problem, before going
to the field to collect the necessary data. Any systematic study of a new market geography
requires a combination of an established mind and generosity.
The role of culture is very important in international marketing activities. Because culture is
used as an identity in interacting with international society. In international marketers, we
must know the influence of culture and must prepare ourselves for it face the challenges that
will be faced due to this cultural aspect. In a global society, there is still an assumption from
social groups that their group is the most superior or what we usually call ethnocentrism.
Ethnocentrism has both positive and negative impacts in a multicultural society. The way to
overcome ethnocentrism in global marketing multiculturalism is to explore or 'experience'
other people's cultures.
Theoretical Overview of Cultural Environment
The social environment is an area where various kinds of social interactions take place
between various groups and their institutions with established symbols and values and norms,
as well as related to the natural environment and the built or artificial environment
(spatial).The social environment is an area where various kinds of social interactions take
place between various groups and their institutions with established symbols and values and
norms, as well as related to the natural environment and the built or artificial environment
(spatial).
According to Sartain in Dalyono's book, the social environment is all other people or humans
who influence us. Direct influences such as in daily interactions with other people, with our
family, our friends, school friends, or work colleagues. While indirect influences can be
through radio and television, by reading books, magazines, newspapers, and so on in other
ways. Each of us, especially in terms of our personality is the result of the interaction between
our genes and our social environment, because of this interaction, each person is unique, each
person has their own personality that is different from one another. If in the case of
individuals who have some of the same genes or the same social environment, interacting it
produces wide variations / differences in personality. Based on the above understanding, it
can be concluded that the social environment is an interaction or social relationship that has a
close relationship with everyday life.
Types of Social Environment:
Primary Social Environment
One type of social environment where there is a close relationship between one member and
another who knows each other well.
Secondary Social Environment
is one type of social environment that has a relationship between one member and another
member that has a distance or is less familiar.
Social environmental factors:
Social grouping
It is the various kinds of people who form alliances or social groupings based on genealogical
relationships, such as nuclear or batih families, clans or clans, tribes and others.
Social structuring
Social arrangements are needed to regulate the order of life in a society that unites more than
one person. The arrangement can be in the form of rules as a common guideline in mobilizing
cooperation and daily relationships between its members. Each person must be clear about his
or her position and the roles to be performed, and know what to give and what can be
expected from the other party.
Social institutions
Most social institutions are developed based on the need to control the residential
environment, which is very important for the survival of the community concerned. Rules are
developed to exclude people who are not members of the social unit.
Social Needs
It can be said that a social environment is formed because of the desire of humans to fulfill
their respective needs. Because as social creatures, it is clear that not all of their life needs can
be met by themselves, especially the problem of social needs such as the need for interaction
with others.
Social Environment
The cultural environment is the environment formed by human activities, such as cultural
landscapes in rural areas, forests, urban areas and cities, fixed archaeological structures on
land or water, constructions and built environments of various ages, along with bridges, roads,
power and industrial lines, and port areas. On the one hand, the cultural environment is a non-
renewable resource, on the other hand, the cultural environment is in a constant state of
renewal and development. When changing and developing a valuable cultural environment or
creating a new cultural environment or part of it, the values of the existing environment are a
good starting point. What is lost once in the cultural environment, will remain lost forever.
Definition of cultural environment according to experts, among others:
Open Education Sociology Dictionary, Cultural environment is the social behaviors, norms,
and values that people use to understand and explain their physical and social environment.
Parment, A (2014), In terms of cultural environment, there are significant differences
between countries, and also within country or market borders, for example, between
metropolitan and rural areas.
Concept of Cultural Environment
The environment shows traces of human activity and interaction with nature, from
prehistoric times to modern times. Landscapes of different types and ages, the built
environment and archaeological remains make up what is known as the cultural
environment.
The concept of cultural environment is often associated with positive images related to
history. The cultural environment shows traces from prehistoric times to modern times.
Therefore, its temporal dimension is very broad.
Values placed on the cultural environment are specific to a particular culture, time and
place. These values may vary depending on the time period. Also, places that we may not
want to see or remember are part of the cultural environment.
Cultural environments have significant social and cultural value. Some cultural environments
are protected or defined as particularly valuable. The cultural environment also contains
intangible values. It can be seen as the basis for the collective memory and identity of
communities and people. Everyone has the right to a good cultural environment, and we are
all responsible for safeguarding it. The layers and continuity of our environment allow people
to be oriented, understand the present time and build the future.
Global Marketing
Global marketing is a step for a company to enter the global market. In this era of
globalization, a company is required to carry out global marketing so that it is not left behind
by other companies that have traded internationally and the company is able to compete. In
addition to achieving company goals in financial terms, marketing can also make an entrance
for importers in meeting the demand for goods that are not available in their country. A global
marketing strategy can be defined as one of the ways companies want to compete in the world
enter the global business by influencing customers from abroad and on an international scale
to be interested in the products they produce.
Keegan (1995) defines it as the process of focusing the resources (people, money and physical
assets) and objectives of an organization to seize opportunities and respond to global market
threats.
In his book, Griffin and Pustay (1996) assert that in developing a global marketing strategy
there are seven key factors to consider, namely:
Standardization or customization
Laws and regulations that apply in a country
Economic factors
Currency exchange rate
Target offense
Cultural influence
Competition
Based on these key factors, companies can know what to do in conducting global marketing
including what steps can be taken to be more effective in conducting global marketing.
Research Methods
This research is a research using the literature study method or literature review. A literature
review is a comprehensive overview of research that has been done on a specific topic to
show readers what is already known about the topic and what is not yet known, to find
rationales for research that has been done or for further research ideas (Denney & Tewksbury,
2013). Literature studies can be obtained from various sources including journals, books,
documentation, the internet and libraries. The literature study method is a series of activities
related to library data collection methods, reading and recording, and processing writing
materials (Zed, 2008 in Nursalam, 2016). The type of writing used is a literature review study
that focuses on the results of writing related to the writing topic or variable. The author
conducts this literature study after determining the topic of writing and determining the
formulation of the problem, before going to the field to collect the necessary data (Darmadi,
2011 in Nursalam, 2016).
Results and Discussion
Both the differences and similarities in the world's cultural characteristics cause the task of
global marketers to be twofold: First, marketers must learn and understand the culture of the
countries in which they will be doing business. Second, they must incorporate this
understanding into the planning process. In some instances, marketing strategies and
programs must be adapted; however, marketers should also take advantage of cultural
characteristics and avoid unnecessary and costly adjustments to the marketing mix.
Any systematic study of a new market geography requires a combination of a settled mind
and generosity. However, marketers must also feel secure in their own beliefs and traditions,
while generosity is needed to maintain the values of wholeness and other ways of life and
other values based on the point of view of others. in other words, overcoming negative
prejudices that are a natural result and human tendency towards ethnocentrism. Although
"culture shock" is a normal human reaction to something new and unfamiliar, successful
global marketers always strive to understand people's life experiences from a local
perspective.
One of the reasons that cultural factors are challenging for global marketers is that many of
them are hidden from view. Since culture is a learned behavior and is passed down from
generation to generation, it can be difficult for less experienced or untrained entrants to
understand. As they strive to understand cultural factors, immigrants gradually become
insiders and develop cultural empathy. There are many different paths to achieve the same
goals in life. Global marketers understand this and rejoice in the diversity of life.
The role of culture is very important in international marketing activities. Because culture is
used as an identity in interacting with international society. In international marketers we
must know the influence of culture and must prepare ourselves to face the challenges that will
be faced due to this cultural aspect. In a global society, there is still an assumption from social
groups that their group is the most superior or what we usually call ethnocentrism.
Ethnocentrism has both positive and negative impacts in a multicultural society. The way to
overcome ethnocentrism in global marketing multiculturalism is to explore or 'experience'
other people's cultures.
Because we will make the global community a market share that must be maximized for its
market potential. By not denigrating other people's cultures, but rather abiding by customs
The customs of the place where it will be targeted as a market share. So that the identity of
each group is not lost and can also still maintain the association of global society. This is
because each region and border has a different culture. So that in making products, culture is
one of the factors that will affect the characteristics of these products.
This is also based on purchasing behavior and consumer needs driven by cultural norms.
Cultural background also influences consumers in processing information and factors that
motivate consumers in making purchases. Companies doing global business mean dealing
with consumers, strategic partners, distributors and competitors with different cultural
mindsets.
Conclusions
International marketers play an important and arguably even influential role in affecting the
pace of change around the world. This is most obvious in food but concerns practically all
industries, especially consumer products. Soap and detergent manufacturers have changed
washing habits, the electronics industry has changed entertainment patterns, and clothing
marketers have changed style, and so on. In industrial products, culture has influenced
product characteristics and demand, but even more important is the influence on the
marketing process, especially in the way business is conducted.
International marketers have learned to rely on people who know and understand local
customs and attitudes for marketing expertise. This research is a study using the literature
review method. A literature review is a comprehensive overview of research that has been
done on a specific topic to show readers what is known about the topic and what is not yet
known, to find rationales for research that has already been done or for further research ideas.
The type of writing used is a literature review study that focuses on the results of writing
related to the writing topic or variable. The author conducted this literature study after
determining the topic of writing and determining the formulation of the problem, before going
to the field to collect the necessary data. Any systematic study of a new market geography
requires a combination of an established mind and generosity.
The role of culture is very important in international marketing activities. Because culture is
used as an identity in interacting with international society. In international marketers, we
must know the influence of culture and must prepare ourselves for it face the challenges that
will be faced due to this cultural aspect. In a global society, there is still an assumption from
social groups that their group is the most superior or what we usually call ethnocentrism.
Ethnocentrism has both positive and negative impacts in a multicultural society. The way to
overcome ethnocentrism in global marketing multiculturalism is to explore or 'experience'
other people's cultures.
Theoretical Overview of Cultural Environment
The social environment is an area where various kinds of social interactions take place
between various groups and their institutions with established symbols and values and norms,
as well as related to the natural environment and the built or artificial environment
(spatial).The social environment is an area where various kinds of social interactions take
place between various groups and their institutions with established symbols and values and
norms, as well as related to the natural environment and the built or artificial environment
(spatial).
According to Sartain in Dalyono's book, the social environment is all other people or humans
who influence us. Direct influences such as in daily interactions with other people, with our
family, our friends, school friends, or work colleagues. While indirect influences can be
through radio and television, by reading books, magazines, newspapers, and so on in other
ways. Each of us, especially in terms of our personality is the result of the interaction between
our genes and our social environment, because of this interaction, each person is unique, each
person has their own personality that is different from one another. If in the case of
individuals who have some of the same genes or the same social environment, interacting it
produces wide variations / differences in personality. Based on the above understanding, it
can be concluded that the social environment is an interaction or social relationship that has a
close relationship with everyday life.
Types of Social Environment:
Primary Social Environment
One type of social environment where there is a close relationship between one member and
another who knows each other well.
Secondary Social Environment
is one type of social environment that has a relationship between one member and another
member that has a distance or is less familiar.
Social environmental factors:
Social grouping
It is the various kinds of people who form alliances or social groupings based on genealogical
relationships, such as nuclear or batih families, clans or clans, tribes and others.
Social structuring
Social arrangements are needed to regulate the order of life in a society that unites more than
one person. The arrangement can be in the form of rules as a common guideline in mobilizing
cooperation and daily relationships between its members. Each person must be clear about his
or her position and the roles to be performed, and know what to give and what can be
expected from the other party.
Social institutions
Most social institutions are developed based on the need to control the residential
environment, which is very important for the survival of the community concerned. Rules are
developed to exclude people who are not members of the social unit.
Social Needs
It can be said that a social environment is formed because of the desire of humans to fulfill
their respective needs. Because as social creatures, it is clear that not all of their life needs can
be met by themselves, especially the problem of social needs such as the need for interaction
with others.
Social Environment
The cultural environment is the environment formed by human activities, such as cultural
landscapes in rural areas, forests, urban areas and cities, fixed archaeological structures on
land or water, constructions and built environments of various ages, along with bridges, roads,
power and industrial lines, and port areas. On the one hand, the cultural environment is a non-
renewable resource, on the other hand, the cultural environment is in a constant state of
renewal and development. When changing and developing a valuable cultural environment or
creating a new cultural environment or part of it, the values of the existing environment are a
good starting point. What is lost once in the cultural environment, will remain lost forever.
Definition of cultural environment according to experts, among others:
Open Education Sociology Dictionary, Cultural environment is the social behaviors, norms,
and values that people use to understand and explain their physical and social environment.
Parment, A (2014), In terms of cultural environment, there are significant differences
between countries, and also within country or market borders, for example, between
metropolitan and rural areas.
Concept of Cultural Environment
The environment shows traces of human activity and interaction with nature, from
prehistoric times to modern times. Landscapes of different types and ages, the built
environment and archaeological remains make up what is known as the cultural
environment.
The concept of cultural environment is often associated with positive images related to
history. The cultural environment shows traces from prehistoric times to modern times.
Therefore, its temporal dimension is very broad.
Values placed on the cultural environment are specific to a particular culture, time and
place. These values may vary depending on the time period. Also, places that we may not
want to see or remember are part of the cultural environment.
Cultural environments have significant social and cultural value. Some cultural environments
are protected or defined as particularly valuable. The cultural environment also contains
intangible values. It can be seen as the basis for the collective memory and identity of
communities and people. Everyone has the right to a good cultural environment, and we are
all responsible for safeguarding it. The layers and continuity of our environment allow people
to be oriented, understand the present time and build the future.
Global Marketing
Global marketing is a step for a company to enter the global market. In this era of
globalization, a company is required to carry out global marketing so that it is not left behind
by other companies that have traded internationally and the company is able to compete. In
addition to achieving company goals in financial terms, marketing can also make an entrance
for importers in meeting the demand for goods that are not available in their country. A global
marketing strategy can be defined as one of the ways companies want to compete in the world
enter the global business by influencing customers from abroad and on an international scale
to be interested in the products they produce.
Keegan (1995) defines it as the process of focusing the resources (people, money and physical
assets) and objectives of an organization to seize opportunities and respond to global market
threats.
In his book, Griffin and Pustay (1996) assert that in developing a global marketing strategy
there are seven key factors to consider, namely:
Standardization or customization
Laws and regulations that apply in a country
Economic factors
Currency exchange rate
Target offense
Cultural influence
Competition
Based on these key factors, companies can know what to do in conducting global marketing
including what steps can be taken to be more effective in conducting global marketing.
Research Methods
This research is a research using the literature study method or literature review. A literature
review is a comprehensive overview of research that has been done on a specific topic to
show readers what is already known about the topic and what is not yet known, to find
rationales for research that has been done or for further research ideas (Denney & Tewksbury,
2013). Literature studies can be obtained from various sources including journals, books,
documentation, the internet and libraries. The literature study method is a series of activities
related to library data collection methods, reading and recording, and processing writing
materials (Zed, 2008 in Nursalam, 2016). The type of writing used is a literature review study
that focuses on the results of writing related to the writing topic or variable. The author
conducts this literature study after determining the topic of writing and determining the
formulation of the problem, before going to the field to collect the necessary data (Darmadi,
2011 in Nursalam, 2016).
Results and Discussion
Both the differences and similarities in the world's cultural characteristics cause the task of
global marketers to be twofold: First, marketers must learn and understand the culture of the
countries in which they will be doing business. Second, they must incorporate this
understanding into the planning process. In some instances, marketing strategies and
programs must be adapted; however, marketers should also take advantage of cultural
characteristics and avoid unnecessary and costly adjustments to the marketing mix.
Any systematic study of a new market geography requires a combination of a settled mind
and generosity. However, marketers must also feel secure in their own beliefs and traditions,
while generosity is needed to maintain the values of wholeness and other ways of life and
other values based on the point of view of others. in other words, overcoming negative
prejudices that are a natural result and human tendency towards ethnocentrism. Although
"culture shock" is a normal human reaction to something new and unfamiliar, successful
global marketers always strive to understand people's life experiences from a local
perspective.
One of the reasons that cultural factors are challenging for global marketers is that many of
them are hidden from view. Since culture is a learned behavior and is passed down from
generation to generation, it can be difficult for less experienced or untrained entrants to
understand. As they strive to understand cultural factors, immigrants gradually become
insiders and develop cultural empathy. There are many different paths to achieve the same
goals in life. Global marketers understand this and rejoice in the diversity of life.
The role of culture is very important in international marketing activities. Because culture is
used as an identity in interacting with international society. In international marketers we
must know the influence of culture and must prepare ourselves to face the challenges that will
be faced due to this cultural aspect. In a global society, there is still an assumption from social
groups that their group is the most superior or what we usually call ethnocentrism.
Ethnocentrism has both positive and negative impacts in a multicultural society. The way to
overcome ethnocentrism in global marketing multiculturalism is to explore or 'experience'
other people's cultures.
Because we will make the global community a market share that must be maximized for its
market potential. By not denigrating other people's cultures, but rather abiding by customs
The customs of the place where it will be targeted as a market share. So that the identity of
each group is not lost and can also still maintain the association of global society. This is
because each region and border has a different culture. So that in making products, culture is
one of the factors that will affect the characteristics of these products.
This is also based on purchasing behavior and consumer needs driven by cultural norms.
Cultural background also influences consumers in processing information and factors that
motivate consumers in making purchases. Companies doing global business mean dealing
with consumers, strategic partners, distributors and competitors with different cultural
mindsets.
Conclusions
International marketers play an important and arguably even influential role in affecting the
pace of change around the world. This is most obvious in food but concerns practically all
industries, especially consumer products. Soap and detergent manufacturers have changed
washing habits, the electronics industry has changed entertainment patterns, and clothing
marketers have changed style, and so on. In industrial products, culture has influenced
product characteristics and demand, but even more important is the influence on the
marketing process, especially in the way business is conducted.
International marketers have learned to rely on people who know and understand local
customs and attitudes for marketing expertise. This research is a study using the literature
review method. A literature review is a comprehensive overview of research that has been
done on a specific topic to show readers what is known about the topic and what is not yet
known, to find rationales for research that has already been done or for further research ideas.
The type of writing used is a literature review study that focuses on the results of writing
related to the writing topic or variable. The author conducted this literature study after
determining the topic of writing and determining the formulation of the problem, before going
to the field to collect the necessary data. Any systematic study of a new market geography
requires a combination of an established mind and generosity.
The role of culture is very important in international marketing activities. Because culture is
used as an identity in interacting with international society. In international marketers, we
must know the influence of culture and must prepare ourselves for it face the challenges that
will be faced due to this cultural aspect. In a global society, there is still an assumption from
social groups that their group is the most superior or what we usually call ethnocentrism.
Ethnocentrism has both positive and negative impacts in a multicultural society. The way to
overcome ethnocentrism in global marketing multiculturalism is to explore or 'experience'
other people's cultures.
Theoretical Overview of Cultural Environment
The social environment is an area where various kinds of social interactions take place
between various groups and their institutions with established symbols and values and norms,
as well as related to the natural environment and the built or artificial environment
(spatial).The social environment is an area where various kinds of social interactions take
place between various groups and their institutions with established symbols and values and
norms, as well as related to the natural environment and the built or artificial environment
(spatial).
According to Sartain in Dalyono's book, the social environment is all other people or humans
who influence us. Direct influences such as in daily interactions with other people, with our
family, our friends, school friends, or work colleagues. While indirect influences can be
through radio and television, by reading books, magazines, newspapers, and so on in other
ways. Each of us, especially in terms of our personality is the result of the interaction between
our genes and our social environment, because of this interaction, each person is unique, each
person has their own personality that is different from one another. If in the case of
individuals who have some of the same genes or the same social environment, interacting it
produces wide variations / differences in personality. Based on the above understanding, it
can be concluded that the social environment is an interaction or social relationship that has a
close relationship with everyday life.
Types of Social Environment:
Primary Social Environment
One type of social environment where there is a close relationship between one member and
another who knows each other well.
Secondary Social Environment
is one type of social environment that has a relationship between one member and another
member that has a distance or is less familiar.
Social environmental factors:
Social grouping
It is the various kinds of people who form alliances or social groupings based on genealogical
relationships, such as nuclear or batih families, clans or clans, tribes and others.
Social structuring
Social arrangements are needed to regulate the order of life in a society that unites more than
one person. The arrangement can be in the form of rules as a common guideline in mobilizing
cooperation and daily relationships between its members. Each person must be clear about his
or her position and the roles to be performed, and know what to give and what can be
expected from the other party.
Social institutions
Most social institutions are developed based on the need to control the residential
environment, which is very important for the survival of the community concerned. Rules are
developed to exclude people who are not members of the social unit.
Social Needs
It can be said that a social environment is formed because of the desire of humans to fulfill
their respective needs. Because as social creatures, it is clear that not all of their life needs can
be met by themselves, especially the problem of social needs such as the need for interaction
with others.
Social Environment
The cultural environment is the environment formed by human activities, such as cultural
landscapes in rural areas, forests, urban areas and cities, fixed archaeological structures on
land or water, constructions and built environments of various ages, along with bridges, roads,
power and industrial lines, and port areas. On the one hand, the cultural environment is a non-
renewable resource, on the other hand, the cultural environment is in a constant state of
renewal and development. When changing and developing a valuable cultural environment or
creating a new cultural environment or part of it, the values of the existing environment are a
good starting point. What is lost once in the cultural environment, will remain lost forever.
Definition of cultural environment according to experts, among others:
Open Education Sociology Dictionary, Cultural environment is the social behaviors, norms,
and values that people use to understand and explain their physical and social environment.
Parment, A (2014), In terms of cultural environment, there are significant differences
between countries, and also within country or market borders, for example, between
metropolitan and rural areas.
Concept of Cultural Environment
The environment shows traces of human activity and interaction with nature, from
prehistoric times to modern times. Landscapes of different types and ages, the built
environment and archaeological remains make up what is known as the cultural
environment.
The concept of cultural environment is often associated with positive images related to
history. The cultural environment shows traces from prehistoric times to modern times.
Therefore, its temporal dimension is very broad.
Values placed on the cultural environment are specific to a particular culture, time and
place. These values may vary depending on the time period. Also, places that we may not
want to see or remember are part of the cultural environment.
Cultural environments have significant social and cultural value. Some cultural environments
are protected or defined as particularly valuable. The cultural environment also contains
intangible values. It can be seen as the basis for the collective memory and identity of
communities and people. Everyone has the right to a good cultural environment, and we are
all responsible for safeguarding it. The layers and continuity of our environment allow people
to be oriented, understand the present time and build the future.
Global Marketing
Global marketing is a step for a company to enter the global market. In this era of
globalization, a company is required to carry out global marketing so that it is not left behind
by other companies that have traded internationally and the company is able to compete. In
addition to achieving company goals in financial terms, marketing can also make an entrance
for importers in meeting the demand for goods that are not available in their country. A global
marketing strategy can be defined as one of the ways companies want to compete in the world
enter the global business by influencing customers from abroad and on an international scale
to be interested in the products they produce.
Keegan (1995) defines it as the process of focusing the resources (people, money and physical
assets) and objectives of an organization to seize opportunities and respond to global market
threats.
In his book, Griffin and Pustay (1996) assert that in developing a global marketing strategy
there are seven key factors to consider, namely:
Standardization or customization
Laws and regulations that apply in a country
Economic factors
Currency exchange rate
Target offense
Cultural influence
Competition
Based on these key factors, companies can know what to do in conducting global marketing
including what steps can be taken to be more effective in conducting global marketing.
Research Methods
This research is a research using the literature study method or literature review. A literature
review is a comprehensive overview of research that has been done on a specific topic to
show readers what is already known about the topic and what is not yet known, to find
rationales for research that has been done or for further research ideas (Denney & Tewksbury,
2013). Literature studies can be obtained from various sources including journals, books,
documentation, the internet and libraries. The literature study method is a series of activities
related to library data collection methods, reading and recording, and processing writing
materials (Zed, 2008 in Nursalam, 2016). The type of writing used is a literature review study
that focuses on the results of writing related to the writing topic or variable. The author
conducts this literature study after determining the topic of writing and determining the
formulation of the problem, before going to the field to collect the necessary data (Darmadi,
2011 in Nursalam, 2016).
Results and Discussion
Both the differences and similarities in the world's cultural characteristics cause the task of
global marketers to be twofold: First, marketers must learn and understand the culture of the
countries in which they will be doing business. Second, they must incorporate this
understanding into the planning process. In some instances, marketing strategies and
programs must be adapted; however, marketers should also take advantage of cultural
characteristics and avoid unnecessary and costly adjustments to the marketing mix.
Any systematic study of a new market geography requires a combination of a settled mind
and generosity. However, marketers must also feel secure in their own beliefs and traditions,
while generosity is needed to maintain the values of wholeness and other ways of life and
other values based on the point of view of others. in other words, overcoming negative
prejudices that are a natural result and human tendency towards ethnocentrism. Although
"culture shock" is a normal human reaction to something new and unfamiliar, successful
global marketers always strive to understand people's life experiences from a local
perspective.
One of the reasons that cultural factors are challenging for global marketers is that many of
them are hidden from view. Since culture is a learned behavior and is passed down from
generation to generation, it can be difficult for less experienced or untrained entrants to
understand. As they strive to understand cultural factors, immigrants gradually become
insiders and develop cultural empathy. There are many different paths to achieve the same
goals in life. Global marketers understand this and rejoice in the diversity of life.
The role of culture is very important in international marketing activities. Because culture is
used as an identity in interacting with international society. In international marketers we
must know the influence of culture and must prepare ourselves to face the challenges that will
be faced due to this cultural aspect. In a global society, there is still an assumption from social
groups that their group is the most superior or what we usually call ethnocentrism.
Ethnocentrism has both positive and negative impacts in a multicultural society. The way to
overcome ethnocentrism in global marketing multiculturalism is to explore or 'experience'
other people's cultures.
Because we will make the global community a market share that must be maximized for its
market potential. By not denigrating other people's cultures, but rather abiding by customs
The customs of the place where it will be targeted as a market share. So that the identity of
each group is not lost and can also still maintain the association of global society. This is
because each region and border has a different culture. So that in making products, culture is
one of the factors that will affect the characteristics of these products.
This is also based on purchasing behavior and consumer needs driven by cultural norms.
Cultural background also influences consumers in processing information and factors that
motivate consumers in making purchases. Companies doing global business mean dealing
with consumers, strategic partners, distributors and competitors with different cultural
mindsets.
Conclusions
International marketers play an important and arguably even influential role in affecting the
pace of change around the world. This is most obvious in food but concerns practically all
industries, especially consumer products. Soap and detergent manufacturers have changed
washing habits, the electronics industry has changed entertainment patterns, and clothing
marketers have changed style, and so on. In industrial products, culture has influenced
product characteristics and demand, but even more important is the influence on the
marketing process, especially in the way business is conducted.
International marketers have learned to rely on people who know and understand local
customs and attitudes for marketing expertise. This research is a study using the literature
review method. A literature review is a comprehensive overview of research that has been
done on a specific topic to show readers what is known about the topic and what is not yet
known, to find rationales for research that has already been done or for further research ideas.
The type of writing used is a literature review study that focuses on the results of writing
related to the writing topic or variable. The author conducted this literature study after
determining the topic of writing and determining the formulation of the problem, before going
to the field to collect the necessary data. Any systematic study of a new market geography
requires a combination of an established mind and generosity.
The role of culture is very important in international marketing activities. Because culture is
used as an identity in interacting with international society. In international marketers, we
must know the influence of culture and must prepare ourselves for it face the challenges that
will be faced due to this cultural aspect. In a global society, there is still an assumption from
social groups that their group is the most superior or what we usually call ethnocentrism.
Ethnocentrism has both positive and negative impacts in a multicultural society. The way to
overcome ethnocentrism in global marketing multiculturalism is to explore or 'experience'
other people's cultures.
Theoretical Overview of Cultural Environment
The social environment is an area where various kinds of social interactions take place
between various groups and their institutions with established symbols and values and norms,
as well as related to the natural environment and the built or artificial environment
(spatial).The social environment is an area where various kinds of social interactions take
place between various groups and their institutions with established symbols and values and
norms, as well as related to the natural environment and the built or artificial environment
(spatial).
According to Sartain in Dalyono's book, the social environment is all other people or humans
who influence us. Direct influences such as in daily interactions with other people, with our
family, our friends, school friends, or work colleagues. While indirect influences can be
through radio and television, by reading books, magazines, newspapers, and so on in other
ways. Each of us, especially in terms of our personality is the result of the interaction between
our genes and our social environment, because of this interaction, each person is unique, each
person has their own personality that is different from one another. If in the case of
individuals who have some of the same genes or the same social environment, interacting it
produces wide variations / differences in personality. Based on the above understanding, it
can be concluded that the social environment is an interaction or social relationship that has a
close relationship with everyday life.
Types of Social Environment:
Primary Social Environment
One type of social environment where there is a close relationship between one member and
another who knows each other well.
Secondary Social Environment
is one type of social environment that has a relationship between one member and another
member that has a distance or is less familiar.
Social environmental factors:
Social grouping
It is the various kinds of people who form alliances or social groupings based on genealogical
relationships, such as nuclear or batih families, clans or clans, tribes and others.
Social structuring
Social arrangements are needed to regulate the order of life in a society that unites more than
one person. The arrangement can be in the form of rules as a common guideline in mobilizing
cooperation and daily relationships between its members. Each person must be clear about his
or her position and the roles to be performed, and know what to give and what can be
expected from the other party.
Social institutions
Most social institutions are developed based on the need to control the residential
environment, which is very important for the survival of the community concerned. Rules are
developed to exclude people who are not members of the social unit.
Social Needs
It can be said that a social environment is formed because of the desire of humans to fulfill
their respective needs. Because as social creatures, it is clear that not all of their life needs can
be met by themselves, especially the problem of social needs such as the need for interaction
with others.
Social Environment
The cultural environment is the environment formed by human activities, such as cultural
landscapes in rural areas, forests, urban areas and cities, fixed archaeological structures on
land or water, constructions and built environments of various ages, along with bridges, roads,
power and industrial lines, and port areas. On the one hand, the cultural environment is a non-
renewable resource, on the other hand, the cultural environment is in a constant state of
renewal and development. When changing and developing a valuable cultural environment or
creating a new cultural environment or part of it, the values of the existing environment are a
good starting point. What is lost once in the cultural environment, will remain lost forever.
Definition of cultural environment according to experts, among others:
Open Education Sociology Dictionary, Cultural environment is the social behaviors, norms,
and values that people use to understand and explain their physical and social environment.
Parment, A (2014), In terms of cultural environment, there are significant differences
between countries, and also within country or market borders, for example, between
metropolitan and rural areas.
Concept of Cultural Environment
The environment shows traces of human activity and interaction with nature, from
prehistoric times to modern times. Landscapes of different types and ages, the built
environment and archaeological remains make up what is known as the cultural
environment.
The concept of cultural environment is often associated with positive images related to
history. The cultural environment shows traces from prehistoric times to modern times.
Therefore, its temporal dimension is very broad.
Values placed on the cultural environment are specific to a particular culture, time and
place. These values may vary depending on the time period. Also, places that we may not
want to see or remember are part of the cultural environment.
Cultural environments have significant social and cultural value. Some cultural environments
are protected or defined as particularly valuable. The cultural environment also contains
intangible values. It can be seen as the basis for the collective memory and identity of
communities and people. Everyone has the right to a good cultural environment, and we are
all responsible for safeguarding it. The layers and continuity of our environment allow people
to be oriented, understand the present time and build the future.
Global Marketing
Global marketing is a step for a company to enter the global market. In this era of
globalization, a company is required to carry out global marketing so that it is not left behind
by other companies that have traded internationally and the company is able to compete. In
addition to achieving company goals in financial terms, marketing can also make an entrance
for importers in meeting the demand for goods that are not available in their country. A global
marketing strategy can be defined as one of the ways companies want to compete in the world
enter the global business by influencing customers from abroad and on an international scale
to be interested in the products they produce.
Keegan (1995) defines it as the process of focusing the resources (people, money and physical
assets) and objectives of an organization to seize opportunities and respond to global market
threats.
In his book, Griffin and Pustay (1996) assert that in developing a global marketing strategy
there are seven key factors to consider, namely:
Standardization or customization
Laws and regulations that apply in a country
Economic factors
Currency exchange rate
Target offense
Cultural influence
Competition
Based on these key factors, companies can know what to do in conducting global marketing
including what steps can be taken to be more effective in conducting global marketing.
Research Methods
This research is a research using the literature study method or literature review. A literature
review is a comprehensive overview of research that has been done on a specific topic to
show readers what is already known about the topic and what is not yet known, to find
rationales for research that has been done or for further research ideas (Denney & Tewksbury,
2013). Literature studies can be obtained from various sources including journals, books,
documentation, the internet and libraries. The literature study method is a series of activities
related to library data collection methods, reading and recording, and processing writing
materials (Zed, 2008 in Nursalam, 2016). The type of writing used is a literature review study
that focuses on the results of writing related to the writing topic or variable. The author
conducts this literature study after determining the topic of writing and determining the
formulation of the problem, before going to the field to collect the necessary data (Darmadi,
2011 in Nursalam, 2016).
Results and Discussion
Both the differences and similarities in the world's cultural characteristics cause the task of
global marketers to be twofold: First, marketers must learn and understand the culture of the
countries in which they will be doing business. Second, they must incorporate this
understanding into the planning process. In some instances, marketing strategies and
programs must be adapted; however, marketers should also take advantage of cultural
characteristics and avoid unnecessary and costly adjustments to the marketing mix.
Any systematic study of a new market geography requires a combination of a settled mind
and generosity. However, marketers must also feel secure in their own beliefs and traditions,
while generosity is needed to maintain the values of wholeness and other ways of life and
other values based on the point of view of others. in other words, overcoming negative
prejudices that are a natural result and human tendency towards ethnocentrism. Although
"culture shock" is a normal human reaction to something new and unfamiliar, successful
global marketers always strive to understand people's life experiences from a local
perspective.
One of the reasons that cultural factors are challenging for global marketers is that many of
them are hidden from view. Since culture is a learned behavior and is passed down from
generation to generation, it can be difficult for less experienced or untrained entrants to
understand. As they strive to understand cultural factors, immigrants gradually become
insiders and develop cultural empathy. There are many different paths to achieve the same
goals in life. Global marketers understand this and rejoice in the diversity of life.
The role of culture is very important in international marketing activities. Because culture is
used as an identity in interacting with international society. In international marketers we
must know the influence of culture and must prepare ourselves to face the challenges that will
be faced due to this cultural aspect. In a global society, there is still an assumption from social
groups that their group is the most superior or what we usually call ethnocentrism.
Ethnocentrism has both positive and negative impacts in a multicultural society. The way to
overcome ethnocentrism in global marketing multiculturalism is to explore or 'experience'
other people's cultures.
Because we will make the global community a market share that must be maximized for its
market potential. By not denigrating other people's cultures, but rather abiding by customs
The customs of the place where it will be targeted as a market share. So that the identity of
each group is not lost and can also still maintain the association of global society. This is
because each region and border has a different culture. So that in making products, culture is
one of the factors that will affect the characteristics of these products.
This is also based on purchasing behavior and consumer needs driven by cultural norms.
Cultural background also influences consumers in processing information and factors that
motivate consumers in making purchases. Companies doing global business mean dealing
with consumers, strategic partners, distributors and competitors with different cultural
mindsets.
Conclusions
International marketers play an important and arguably even influential role in affecting the
pace of change around the world. This is most obvious in food but concerns practically all
industries, especially consumer products. Soap and detergent manufacturers have changed
washing habits, the electronics industry has changed entertainment patterns, and clothing
marketers have changed style, and so on. In industrial products, culture has influenced
product characteristics and demand, but even more important is the influence on the
marketing process, especially in the way business is conducted.
International marketers have learned to rely on people who know and understand local
customs and attitudes for marketing expertise. This research is a study using the literature
review method. A literature review is a comprehensive overview of research that has been
done on a specific topic to show readers what is known about the topic and what is not yet
known, to find rationales for research that has already been done or for further research ideas.
The type of writing used is a literature review study that focuses on the results of writing
related to the writing topic or variable. The author conducted this literature study after
determining the topic of writing and determining the formulation of the problem, before going
to the field to collect the necessary data. Any systematic study of a new market geography
requires a combination of an established mind and generosity.
The role of culture is very important in international marketing activities. Because culture is
used as an identity in interacting with international society. In international marketers, we
must know the influence of culture and must prepare ourselves for it face the challenges that
will be faced due to this cultural aspect. In a global society, there is still an assumption from
social groups that their group is the most superior or what we usually call ethnocentrism.
Ethnocentrism has both positive and negative impacts in a multicultural society. The way to
overcome ethnocentrism in global marketing multiculturalism is to explore or 'experience'
other people's cultures.
Theoretical Overview of Cultural Environment
The social environment is an area where various kinds of social interactions take place
between various groups and their institutions with established symbols and values and norms,
as well as related to the natural environment and the built or artificial environment
(spatial).The social environment is an area where various kinds of social interactions take
place between various groups and their institutions with established symbols and values and
norms, as well as related to the natural environment and the built or artificial environment
(spatial).
According to Sartain in Dalyono's book, the social environment is all other people or humans
who influence us. Direct influences such as in daily interactions with other people, with our
family, our friends, school friends, or work colleagues. While indirect influences can be
through radio and television, by reading books, magazines, newspapers, and so on in other
ways. Each of us, especially in terms of our personality is the result of the interaction between
our genes and our social environment, because of this interaction, each person is unique, each
person has their own personality that is different from one another. If in the case of
individuals who have some of the same genes or the same social environment, interacting it
produces wide variations / differences in personality. Based on the above understanding, it
can be concluded that the social environment is an interaction or social relationship that has a
close relationship with everyday life.
Types of Social Environment:
Primary Social Environment
One type of social environment where there is a close relationship between one member and
another who knows each other well.
Secondary Social Environment
is one type of social environment that has a relationship between one member and another
member that has a distance or is less familiar.
Social environmental factors:
Social grouping
It is the various kinds of people who form alliances or social groupings based on genealogical
relationships, such as nuclear or batih families, clans or clans, tribes and others.
Social structuring
Social arrangements are needed to regulate the order of life in a society that unites more than
one person. The arrangement can be in the form of rules as a common guideline in mobilizing
cooperation and daily relationships between its members. Each person must be clear about his
or her position and the roles to be performed, and know what to give and what can be
expected from the other party.
Social institutions
Most social institutions are developed based on the need to control the residential
environment, which is very important for the survival of the community concerned. Rules are
developed to exclude people who are not members of the social unit.
Social Needs
It can be said that a social environment is formed because of the desire of humans to fulfill
their respective needs. Because as social creatures, it is clear that not all of their life needs can
be met by themselves, especially the problem of social needs such as the need for interaction
with others.
Social Environment
The cultural environment is the environment formed by human activities, such as cultural
landscapes in rural areas, forests, urban areas and cities, fixed archaeological structures on
land or water, constructions and built environments of various ages, along with bridges, roads,
power and industrial lines, and port areas. On the one hand, the cultural environment is a non-
renewable resource, on the other hand, the cultural environment is in a constant state of
renewal and development. When changing and developing a valuable cultural environment or
creating a new cultural environment or part of it, the values of the existing environment are a
good starting point. What is lost once in the cultural environment, will remain lost forever.
Definition of cultural environment according to experts, among others:
Open Education Sociology Dictionary, Cultural environment is the social behaviors, norms,
and values that people use to understand and explain their physical and social environment.
Parment, A (2014), In terms of cultural environment, there are significant differences
between countries, and also within country or market borders, for example, between
metropolitan and rural areas.
Concept of Cultural Environment
The environment shows traces of human activity and interaction with nature, from
prehistoric times to modern times. Landscapes of different types and ages, the built
environment and archaeological remains make up what is known as the cultural
environment.
The concept of cultural environment is often associated with positive images related to
history. The cultural environment shows traces from prehistoric times to modern times.
Therefore, its temporal dimension is very broad.
Values placed on the cultural environment are specific to a particular culture, time and
place. These values may vary depending on the time period. Also, places that we may not
want to see or remember are part of the cultural environment.
Cultural environments have significant social and cultural value. Some cultural environments
are protected or defined as particularly valuable. The cultural environment also contains
intangible values. It can be seen as the basis for the collective memory and identity of
communities and people. Everyone has the right to a good cultural environment, and we are
all responsible for safeguarding it. The layers and continuity of our environment allow people
to be oriented, understand the present time and build the future.
Global Marketing
Global marketing is a step for a company to enter the global market. In this era of
globalization, a company is required to carry out global marketing so that it is not left behind
by other companies that have traded internationally and the company is able to compete. In
addition to achieving company goals in financial terms, marketing can also make an entrance
for importers in meeting the demand for goods that are not available in their country. A global
marketing strategy can be defined as one of the ways companies want to compete in the world
enter the global business by influencing customers from abroad and on an international scale
to be interested in the products they produce.
Keegan (1995) defines it as the process of focusing the resources (people, money and physical
assets) and objectives of an organization to seize opportunities and respond to global market
threats.
In his book, Griffin and Pustay (1996) assert that in developing a global marketing strategy
there are seven key factors to consider, namely:
Standardization or customization
Laws and regulations that apply in a country
Economic factors
Currency exchange rate
Target offense
Cultural influence
Competition
Based on these key factors, companies can know what to do in conducting global marketing
including what steps can be taken to be more effective in conducting global marketing.
Research Methods
This research is a research using the literature study method or literature review. A literature
review is a comprehensive overview of research that has been done on a specific topic to
show readers what is already known about the topic and what is not yet known, to find
rationales for research that has been done or for further research ideas (Denney & Tewksbury,
2013). Literature studies can be obtained from various sources including journals, books,
documentation, the internet and libraries. The literature study method is a series of activities
related to library data collection methods, reading and recording, and processing writing
materials (Zed, 2008 in Nursalam, 2016). The type of writing used is a literature review study
that focuses on the results of writing related to the writing topic or variable. The author
conducts this literature study after determining the topic of writing and determining the
formulation of the problem, before going to the field to collect the necessary data (Darmadi,
2011 in Nursalam, 2016).
Results and Discussion
Both the differences and similarities in the world's cultural characteristics cause the task of
global marketers to be twofold: First, marketers must learn and understand the culture of the
countries in which they will be doing business. Second, they must incorporate this
understanding into the planning process. In some instances, marketing strategies and
programs must be adapted; however, marketers should also take advantage of cultural
characteristics and avoid unnecessary and costly adjustments to the marketing mix.
Any systematic study of a new market geography requires a combination of a settled mind
and generosity. However, marketers must also feel secure in their own beliefs and traditions,
while generosity is needed to maintain the values of wholeness and other ways of life and
other values based on the point of view of others. in other words, overcoming negative
prejudices that are a natural result and human tendency towards ethnocentrism. Although
"culture shock" is a normal human reaction to something new and unfamiliar, successful
global marketers always strive to understand people's life experiences from a local
perspective.
One of the reasons that cultural factors are challenging for global marketers is that many of
them are hidden from view. Since culture is a learned behavior and is passed down from
generation to generation, it can be difficult for less experienced or untrained entrants to
understand. As they strive to understand cultural factors, immigrants gradually become
insiders and develop cultural empathy. There are many different paths to achieve the same
goals in life. Global marketers understand this and rejoice in the diversity of life.
The role of culture is very important in international marketing activities. Because culture is
used as an identity in interacting with international society. In international marketers we
must know the influence of culture and must prepare ourselves to face the challenges that will
be faced due to this cultural aspect. In a global society, there is still an assumption from social
groups that their group is the most superior or what we usually call ethnocentrism.
Ethnocentrism has both positive and negative impacts in a multicultural society. The way to
overcome ethnocentrism in global marketing multiculturalism is to explore or 'experience'
other people's cultures.
Because we will make the global community a market share that must be maximized for its
market potential. By not denigrating other people's cultures, but rather abiding by customs
The customs of the place where it will be targeted as a market share. So that the identity of
each group is not lost and can also still maintain the association of global society. This is
because each region and border has a different culture. So that in making products, culture is
one of the factors that will affect the characteristics of these products.
This is also based on purchasing behavior and consumer needs driven by cultural norms.
Cultural background also influences consumers in processing information and factors that
motivate consumers in making purchases. Companies doing global business mean dealing
with consumers, strategic partners, distributors and competitors with different cultural
mindsets.
Conclusions
International marketers play an important and arguably even influential role in affecting the
pace of change around the world. This is most obvious in food but concerns practically all
industries, especially consumer products. Soap and detergent manufacturers have changed
washing habits, the electronics industry has changed entertainment patterns, and clothing
marketers have changed style, and so on. In industrial products, culture has influenced
product characteristics and demand, but even more important is the influence on the
marketing process, especially in the way business is conducted.
International marketers have learned to rely on people who know and understand local
customs and attitudes for marketing expertise. This research is a study using the literature
review method. A literature review is a comprehensive overview of research that has been
done on a specific topic to show readers what is known about the topic and what is not yet
known, to find rationales for research that has already been done or for further research ideas.
The type of writing used is a literature review study that focuses on the results of writing
related to the writing topic or variable. The author conducted this literature study after
determining the topic of writing and determining the formulation of the problem, before going
to the field to collect the necessary data. Any systematic study of a new market geography
requires a combination of an established mind and generosity.
The role of culture is very important in international marketing activities. Because culture is
used as an identity in interacting with international society. In international marketers, we
must know the influence of culture and must prepare ourselves for it face the challenges that
will be faced due to this cultural aspect. In a global society, there is still an assumption from
social groups that their group is the most superior or what we usually call ethnocentrism.
Ethnocentrism has both positive and negative impacts in a multicultural society. The way to
overcome ethnocentrism in global marketing multiculturalism is to explore or 'experience'
other people's cultures.
Theoretical Overview of Cultural Environment
The social environment is an area where various kinds of social interactions take place
between various groups and their institutions with established symbols and values and norms,
as well as related to the natural environment and the built or artificial environment
(spatial).The social environment is an area where various kinds of social interactions take
place between various groups and their institutions with established symbols and values and
norms, as well as related to the natural environment and the built or artificial environment
(spatial).
According to Sartain in Dalyono's book, the social environment is all other people or humans
who influence us. Direct influences such as in daily interactions with other people, with our
family, our friends, school friends, or work colleagues. While indirect influences can be
through radio and television, by reading books, magazines, newspapers, and so on in other
ways. Each of us, especially in terms of our personality is the result of the interaction between
our genes and our social environment, because of this interaction, each person is unique, each
person has their own personality that is different from one another. If in the case of
individuals who have some of the same genes or the same social environment, interacting it
produces wide variations / differences in personality. Based on the above understanding, it
can be concluded that the social environment is an interaction or social relationship that has a
close relationship with everyday life.
Types of Social Environment:
Primary Social Environment
One type of social environment where there is a close relationship between one member and
another who knows each other well.
Secondary Social Environment
is one type of social environment that has a relationship between one member and another
member that has a distance or is less familiar.
Social environmental factors:
Social grouping
It is the various kinds of people who form alliances or social groupings based on genealogical
relationships, such as nuclear or batih families, clans or clans, tribes and others.
Social structuring
Social arrangements are needed to regulate the order of life in a society that unites more than
one person. The arrangement can be in the form of rules as a common guideline in mobilizing
cooperation and daily relationships between its members. Each person must be clear about his
or her position and the roles to be performed, and know what to give and what can be
expected from the other party.
Social institutions
Most social institutions are developed based on the need to control the residential
environment, which is very important for the survival of the community concerned. Rules are
developed to exclude people who are not members of the social unit.
Social Needs
It can be said that a social environment is formed because of the desire of humans to fulfill
their respective needs. Because as social creatures, it is clear that not all of their life needs can
be met by themselves, especially the problem of social needs such as the need for interaction
with others.
Social Environment
The cultural environment is the environment formed by human activities, such as cultural
landscapes in rural areas, forests, urban areas and cities, fixed archaeological structures on
land or water, constructions and built environments of various ages, along with bridges, roads,
power and industrial lines, and port areas. On the one hand, the cultural environment is a non-
renewable resource, on the other hand, the cultural environment is in a constant state of
renewal and development. When changing and developing a valuable cultural environment or
creating a new cultural environment or part of it, the values of the existing environment are a
good starting point. What is lost once in the cultural environment, will remain lost forever.
Definition of cultural environment according to experts, among others:
Open Education Sociology Dictionary, Cultural environment is the social behaviors, norms,
and values that people use to understand and explain their physical and social environment.
Parment, A (2014), In terms of cultural environment, there are significant differences
between countries, and also within country or market borders, for example, between
metropolitan and rural areas.
Concept of Cultural Environment
The environment shows traces of human activity and interaction with nature, from
prehistoric times to modern times. Landscapes of different types and ages, the built
environment and archaeological remains make up what is known as the cultural
environment.
The concept of cultural environment is often associated with positive images related to
history. The cultural environment shows traces from prehistoric times to modern times.
Therefore, its temporal dimension is very broad.
Values placed on the cultural environment are specific to a particular culture, time and
place. These values may vary depending on the time period. Also, places that we may not
want to see or remember are part of the cultural environment.
Cultural environments have significant social and cultural value. Some cultural environments
are protected or defined as particularly valuable. The cultural environment also contains
intangible values. It can be seen as the basis for the collective memory and identity of
communities and people. Everyone has the right to a good cultural environment, and we are
all responsible for safeguarding it. The layers and continuity of our environment allow people
to be oriented, understand the present time and build the future.
Global Marketing
Global marketing is a step for a company to enter the global market. In this era of
globalization, a company is required to carry out global marketing so that it is not left behind
by other companies that have traded internationally and the company is able to compete. In
addition to achieving company goals in financial terms, marketing can also make an entrance
for importers in meeting the demand for goods that are not available in their country. A global
marketing strategy can be defined as one of the ways companies want to compete in the world
enter the global business by influencing customers from abroad and on an international scale
to be interested in the products they produce.
Keegan (1995) defines it as the process of focusing the resources (people, money and physical
assets) and objectives of an organization to seize opportunities and respond to global market
threats.
In his book, Griffin and Pustay (1996) assert that in developing a global marketing strategy
there are seven key factors to consider, namely:
Standardization or customization
Laws and regulations that apply in a country
Economic factors
Currency exchange rate
Target offense
Cultural influence
Competition
Based on these key factors, companies can know what to do in conducting global marketing
including what steps can be taken to be more effective in conducting global marketing.
Research Methods
This research is a research using the literature study method or literature review. A literature
review is a comprehensive overview of research that has been done on a specific topic to
show readers what is already known about the topic and what is not yet known, to find
rationales for research that has been done or for further research ideas (Denney & Tewksbury,
2013). Literature studies can be obtained from various sources including journals, books,
documentation, the internet and libraries. The literature study method is a series of activities
related to library data collection methods, reading and recording, and processing writing
materials (Zed, 2008 in Nursalam, 2016). The type of writing used is a literature review study
that focuses on the results of writing related to the writing topic or variable. The author
conducts this literature study after determining the topic of writing and determining the
formulation of the problem, before going to the field to collect the necessary data (Darmadi,
2011 in Nursalam, 2016).
Results and Discussion
Both the differences and similarities in the world's cultural characteristics cause the task of
global marketers to be twofold: First, marketers must learn and understand the culture of the
countries in which they will be doing business. Second, they must incorporate this
understanding into the planning process. In some instances, marketing strategies and
programs must be adapted; however, marketers should also take advantage of cultural
characteristics and avoid unnecessary and costly adjustments to the marketing mix.
Any systematic study of a new market geography requires a combination of a settled mind
and generosity. However, marketers must also feel secure in their own beliefs and traditions,
while generosity is needed to maintain the values of wholeness and other ways of life and
other values based on the point of view of others. in other words, overcoming negative
prejudices that are a natural result and human tendency towards ethnocentrism. Although
"culture shock" is a normal human reaction to something new and unfamiliar, successful
global marketers always strive to understand people's life experiences from a local
perspective.
One of the reasons that cultural factors are challenging for global marketers is that many of
them are hidden from view. Since culture is a learned behavior and is passed down from
generation to generation, it can be difficult for less experienced or untrained entrants to
understand. As they strive to understand cultural factors, immigrants gradually become
insiders and develop cultural empathy. There are many different paths to achieve the same
goals in life. Global marketers understand this and rejoice in the diversity of life.
The role of culture is very important in international marketing activities. Because culture is
used as an identity in interacting with international society. In international marketers we
must know the influence of culture and must prepare ourselves to face the challenges that will
be faced due to this cultural aspect. In a global society, there is still an assumption from social
groups that their group is the most superior or what we usually call ethnocentrism.
Ethnocentrism has both positive and negative impacts in a multicultural society. The way to
overcome ethnocentrism in global marketing multiculturalism is to explore or 'experience'
other people's cultures.
Because we will make the global community a market share that must be maximized for its
market potential. By not denigrating other people's cultures, but rather abiding by customs
The customs of the place where it will be targeted as a market share. So that the identity of
each group is not lost and can also still maintain the association of global society. This is
because each region and border has a different culture. So that in making products, culture is
one of the factors that will affect the characteristics of these products.
This is also based on purchasing behavior and consumer needs driven by cultural norms.
Cultural background also influences consumers in processing information and factors that
motivate consumers in making purchases. Companies doing global business mean dealing
with consumers, strategic partners, distributors and competitors with different cultural
mindsets.
Conclusions
International marketers play an important and arguably even influential role in affecting the
pace of change around the world. This is most obvious in food but concerns practically all
industries, especially consumer products. Soap and detergent manufacturers have changed
washing habits, the electronics industry has changed entertainment patterns, and clothing
marketers have changed style, and so on. In industrial products, culture has influenced
product characteristics and demand, but even more important is the influence on the
marketing process, especially in the way business is conducted.
International marketers have learned to rely on people who know and understand local
customs and attitudes for marketing expertise. This research is a study using the literature
review method. A literature review is a comprehensive overview of research that has been
done on a specific topic to show readers what is known about the topic and what is not yet
known, to find rationales for research that has already been done or for further research ideas.
The type of writing used is a literature review study that focuses on the results of writing
related to the writing topic or variable. The author conducted this literature study after
determining the topic of writing and determining the formulation of the problem, before going
to the field to collect the necessary data. Any systematic study of a new market geography
requires a combination of an established mind and generosity.
The role of culture is very important in international marketing activities. Because culture is
used as an identity in interacting with international society. In international marketers, we
must know the influence of culture and must prepare ourselves for it face the challenges that
will be faced due to this cultural aspect. In a global society, there is still an assumption from
social groups that their group is the most superior or what we usually call ethnocentrism.
Ethnocentrism has both positive and negative impacts in a multicultural society. The way to
overcome ethnocentrism in global marketing multiculturalism is to explore or 'experience'
other people's cultures.
Theoretical Overview of Cultural Environment
The social environment is an area where various kinds of social interactions take place
between various groups and their institutions with established symbols and values and norms,
as well as related to the natural environment and the built or artificial environment
(spatial).The social environment is an area where various kinds of social interactions take
place between various groups and their institutions with established symbols and values and
norms, as well as related to the natural environment and the built or artificial environment
(spatial).
According to Sartain in Dalyono's book, the social environment is all other people or humans
who influence us. Direct influences such as in daily interactions with other people, with our
family, our friends, school friends, or work colleagues. While indirect influences can be
through radio and television, by reading books, magazines, newspapers, and so on in other
ways. Each of us, especially in terms of our personality is the result of the interaction between
our genes and our social environment, because of this interaction, each person is unique, each
person has their own personality that is different from one another. If in the case of
individuals who have some of the same genes or the same social environment, interacting it
produces wide variations / differences in personality. Based on the above understanding, it
can be concluded that the social environment is an interaction or social relationship that has a
close relationship with everyday life.
Types of Social Environment:
Primary Social Environment
One type of social environment where there is a close relationship between one member and
another who knows each other well.
Secondary Social Environment
is one type of social environment that has a relationship between one member and another
member that has a distance or is less familiar.
Social environmental factors:
Social grouping
It is the various kinds of people who form alliances or social groupings based on genealogical
relationships, such as nuclear or batih families, clans or clans, tribes and others.
Social structuring
Social arrangements are needed to regulate the order of life in a society that unites more than
one person. The arrangement can be in the form of rules as a common guideline in mobilizing
cooperation and daily relationships between its members. Each person must be clear about his
or her position and the roles to be performed, and know what to give and what can be
expected from the other party.
Social institutions
Most social institutions are developed based on the need to control the residential
environment, which is very important for the survival of the community concerned. Rules are
developed to exclude people who are not members of the social unit.
Social Needs
It can be said that a social environment is formed because of the desire of humans to fulfill
their respective needs. Because as social creatures, it is clear that not all of their life needs can
be met by themselves, especially the problem of social needs such as the need for interaction
with others.
Social Environment
The cultural environment is the environment formed by human activities, such as cultural
landscapes in rural areas, forests, urban areas and cities, fixed archaeological structures on
land or water, constructions and built environments of various ages, along with bridges, roads,
power and industrial lines, and port areas. On the one hand, the cultural environment is a non-
renewable resource, on the other hand, the cultural environment is in a constant state of
renewal and development. When changing and developing a valuable cultural environment or
creating a new cultural environment or part of it, the values of the existing environment are a
good starting point. What is lost once in the cultural environment, will remain lost forever.
Definition of cultural environment according to experts, among others:
Open Education Sociology Dictionary, Cultural environment is the social behaviors, norms,
and values that people use to understand and explain their physical and social environment.
Parment, A (2014), In terms of cultural environment, there are significant differences
between countries, and also within country or market borders, for example, between
metropolitan and rural areas.
Concept of Cultural Environment
The environment shows traces of human activity and interaction with nature, from
prehistoric times to modern times. Landscapes of different types and ages, the built
environment and archaeological remains make up what is known as the cultural
environment.
The concept of cultural environment is often associated with positive images related to
history. The cultural environment shows traces from prehistoric times to modern times.
Therefore, its temporal dimension is very broad.
Values placed on the cultural environment are specific to a particular culture, time and
place. These values may vary depending on the time period. Also, places that we may not
want to see or remember are part of the cultural environment.
Cultural environments have significant social and cultural value. Some cultural environments
are protected or defined as particularly valuable. The cultural environment also contains
intangible values. It can be seen as the basis for the collective memory and identity of
communities and people. Everyone has the right to a good cultural environment, and we are
all responsible for safeguarding it. The layers and continuity of our environment allow people
to be oriented, understand the present time and build the future.
Global Marketing
Global marketing is a step for a company to enter the global market. In this era of
globalization, a company is required to carry out global marketing so that it is not left behind
by other companies that have traded internationally and the company is able to compete. In
addition to achieving company goals in financial terms, marketing can also make an entrance
for importers in meeting the demand for goods that are not available in their country. A global
marketing strategy can be defined as one of the ways companies want to compete in the world
enter the global business by influencing customers from abroad and on an international scale
to be interested in the products they produce.
Keegan (1995) defines it as the process of focusing the resources (people, money and physical
assets) and objectives of an organization to seize opportunities and respond to global market
threats.
In his book, Griffin and Pustay (1996) assert that in developing a global marketing strategy
there are seven key factors to consider, namely:
Standardization or customization
Laws and regulations that apply in a country
Economic factors
Currency exchange rate
Target offense
Cultural influence
Competition
Based on these key factors, companies can know what to do in conducting global marketing
including what steps can be taken to be more effective in conducting global marketing.
Research Methods
This research is a research using the literature study method or literature review. A literature
review is a comprehensive overview of research that has been done on a specific topic to
show readers what is already known about the topic and what is not yet known, to find
rationales for research that has been done or for further research ideas (Denney & Tewksbury,
2013). Literature studies can be obtained from various sources including journals, books,
documentation, the internet and libraries. The literature study method is a series of activities
related to library data collection methods, reading and recording, and processing writing
materials (Zed, 2008 in Nursalam, 2016). The type of writing used is a literature review study
that focuses on the results of writing related to the writing topic or variable. The author
conducts this literature study after determining the topic of writing and determining the
formulation of the problem, before going to the field to collect the necessary data (Darmadi,
2011 in Nursalam, 2016).
Results and Discussion
Both the differences and similarities in the world's cultural characteristics cause the task of
global marketers to be twofold: First, marketers must learn and understand the culture of the
countries in which they will be doing business. Second, they must incorporate this
understanding into the planning process. In some instances, marketing strategies and
programs must be adapted; however, marketers should also take advantage of cultural
characteristics and avoid unnecessary and costly adjustments to the marketing mix.
Any systematic study of a new market geography requires a combination of a settled mind
and generosity. However, marketers must also feel secure in their own beliefs and traditions,
while generosity is needed to maintain the values of wholeness and other ways of life and
other values based on the point of view of others. in other words, overcoming negative
prejudices that are a natural result and human tendency towards ethnocentrism. Although
"culture shock" is a normal human reaction to something new and unfamiliar, successful
global marketers always strive to understand people's life experiences from a local
perspective.
One of the reasons that cultural factors are challenging for global marketers is that many of
them are hidden from view. Since culture is a learned behavior and is passed down from
generation to generation, it can be difficult for less experienced or untrained entrants to
understand. As they strive to understand cultural factors, immigrants gradually become
insiders and develop cultural empathy. There are many different paths to achieve the same
goals in life. Global marketers understand this and rejoice in the diversity of life.
The role of culture is very important in international marketing activities. Because culture is
used as an identity in interacting with international society. In international marketers we
must know the influence of culture and must prepare ourselves to face the challenges that will
be faced due to this cultural aspect. In a global society, there is still an assumption from social
groups that their group is the most superior or what we usually call ethnocentrism.
Ethnocentrism has both positive and negative impacts in a multicultural society. The way to
overcome ethnocentrism in global marketing multiculturalism is to explore or 'experience'
other people's cultures.
Because we will make the global community a market share that must be maximized for its
market potential. By not denigrating other people's cultures, but rather abiding by customs
The customs of the place where it will be targeted as a market share. So that the identity of
each group is not lost and can also still maintain the association of global society. This is
because each region and border has a different culture. So that in making products, culture is
one of the factors that will affect the characteristics of these products.
This is also based on purchasing behavior and consumer needs driven by cultural norms.
Cultural background also influences consumers in processing information and factors that
motivate consumers in making purchases. Companies doing global business mean dealing
with consumers, strategic partners, distributors and competitors with different cultural
mindsets.
Conclusions
International marketers play an important and arguably even influential role in affecting the
pace of change around the world. This is most obvious in food but concerns practically all
industries, especially consumer products. Soap and detergent manufacturers have changed
washing habits, the electronics industry has changed entertainment patterns, and clothing
marketers have changed style, and so on. In industrial products, culture has influenced
product characteristics and demand, but even more important is the influence on the
marketing process, especially in the way business is conducted.
International marketers have learned to rely on people who know and understand local
customs and attitudes for marketing expertise. This research is a study using the literature
review method. A literature review is a comprehensive overview of research that has been
done on a specific topic to show readers what is known about the topic and what is not yet
known, to find rationales for research that has already been done or for further research ideas.
The type of writing used is a literature review study that focuses on the results of writing
related to the writing topic or variable. The author conducted this literature study after
determining the topic of writing and determining the formulation of the problem, before going
to the field to collect the necessary data. Any systematic study of a new market geography
requires a combination of an established mind and generosity.
The role of culture is very important in international marketing activities. Because culture is
used as an identity in interacting with international society. In international marketers, we
must know the influence of culture and must prepare ourselves for it face the challenges that
will be faced due to this cultural aspect. In a global society, there is still an assumption from
social groups that their group is the most superior or what we usually call ethnocentrism.
Ethnocentrism has both positive and negative impacts in a multicultural society. The way to
overcome ethnocentrism in global marketing multiculturalism is to explore or 'experience'
other people's cultures.
Theoretical Overview of Cultural Environment
The social environment is an area where various kinds of social interactions take place
between various groups and their institutions with established symbols and values and norms,
as well as related to the natural environment and the built or artificial environment
(spatial).The social environment is an area where various kinds of social interactions take
place between various groups and their institutions with established symbols and values and
norms, as well as related to the natural environment and the built or artificial environment
(spatial).
According to Sartain in Dalyono's book, the social environment is all other people or humans
who influence us. Direct influences such as in daily interactions with other people, with our
family, our friends, school friends, or work colleagues. While indirect influences can be
through radio and television, by reading books, magazines, newspapers, and so on in other
ways. Each of us, especially in terms of our personality is the result of the interaction between
our genes and our social environment, because of this interaction, each person is unique, each
person has their own personality that is different from one another. If in the case of
individuals who have some of the same genes or the same social environment, interacting it
produces wide variations / differences in personality. Based on the above understanding, it
can be concluded that the social environment is an interaction or social relationship that has a
close relationship with everyday life.
Types of Social Environment:
Primary Social Environment
One type of social environment where there is a close relationship between one member and
another who knows each other well.
Secondary Social Environment
is one type of social environment that has a relationship between one member and another
member that has a distance or is less familiar.
Social environmental factors:
Social grouping
It is the various kinds of people who form alliances or social groupings based on genealogical
relationships, such as nuclear or batih families, clans or clans, tribes and others.
Social structuring
Social arrangements are needed to regulate the order of life in a society that unites more than
one person. The arrangement can be in the form of rules as a common guideline in mobilizing
cooperation and daily relationships between its members. Each person must be clear about his
or her position and the roles to be performed, and know what to give and what can be
expected from the other party.
Social institutions
Most social institutions are developed based on the need to control the residential
environment, which is very important for the survival of the community concerned. Rules are
developed to exclude people who are not members of the social unit.
Social Needs
It can be said that a social environment is formed because of the desire of humans to fulfill
their respective needs. Because as social creatures, it is clear that not all of their life needs can
be met by themselves, especially the problem of social needs such as the need for interaction
with others.
Social Environment
The cultural environment is the environment formed by human activities, such as cultural
landscapes in rural areas, forests, urban areas and cities, fixed archaeological structures on
land or water, constructions and built environments of various ages, along with bridges, roads,
power and industrial lines, and port areas. On the one hand, the cultural environment is a non-
renewable resource, on the other hand, the cultural environment is in a constant state of
renewal and development. When changing and developing a valuable cultural environment or
creating a new cultural environment or part of it, the values of the existing environment are a
good starting point. What is lost once in the cultural environment, will remain lost forever.
Definition of cultural environment according to experts, among others:
Open Education Sociology Dictionary, Cultural environment is the social behaviors, norms,
and values that people use to understand and explain their physical and social environment.
Parment, A (2014), In terms of cultural environment, there are significant differences
between countries, and also within country or market borders, for example, between
metropolitan and rural areas.
Concept of Cultural Environment
The environment shows traces of human activity and interaction with nature, from
prehistoric times to modern times. Landscapes of different types and ages, the built
environment and archaeological remains make up what is known as the cultural
environment.
The concept of cultural environment is often associated with positive images related to
history. The cultural environment shows traces from prehistoric times to modern times.
Therefore, its temporal dimension is very broad.
Values placed on the cultural environment are specific to a particular culture, time and
place. These values may vary depending on the time period. Also, places that we may not
want to see or remember are part of the cultural environment.
Cultural environments have significant social and cultural value. Some cultural environments
are protected or defined as particularly valuable. The cultural environment also contains
intangible values. It can be seen as the basis for the collective memory and identity of
communities and people. Everyone has the right to a good cultural environment, and we are
all responsible for safeguarding it. The layers and continuity of our environment allow people
to be oriented, understand the present time and build the future.
Global Marketing
Global marketing is a step for a company to enter the global market. In this era of
globalization, a company is required to carry out global marketing so that it is not left behind
by other companies that have traded internationally and the company is able to compete. In
addition to achieving company goals in financial terms, marketing can also make an entrance
for importers in meeting the demand for goods that are not available in their country. A global
marketing strategy can be defined as one of the ways companies want to compete in the world
enter the global business by influencing customers from abroad and on an international scale
to be interested in the products they produce.
Keegan (1995) defines it as the process of focusing the resources (people, money and physical
assets) and objectives of an organization to seize opportunities and respond to global market
threats.
In his book, Griffin and Pustay (1996) assert that in developing a global marketing strategy
there are seven key factors to consider, namely:
Standardization or customization
Laws and regulations that apply in a country
Economic factors
Currency exchange rate
Target offense
Cultural influence
Competition
Based on these key factors, companies can know what to do in conducting global marketing
including what steps can be taken to be more effective in conducting global marketing.
Research Methods
This research is a research using the literature study method or literature review. A literature
review is a comprehensive overview of research that has been done on a specific topic to
show readers what is already known about the topic and what is not yet known, to find
rationales for research that has been done or for further research ideas (Denney & Tewksbury,
2013). Literature studies can be obtained from various sources including journals, books,
documentation, the internet and libraries. The literature study method is a series of activities
related to library data collection methods, reading and recording, and processing writing
materials (Zed, 2008 in Nursalam, 2016). The type of writing used is a literature review study
that focuses on the results of writing related to the writing topic or variable. The author
conducts this literature study after determining the topic of writing and determining the
formulation of the problem, before going to the field to collect the necessary data (Darmadi,
2011 in Nursalam, 2016).
Results and Discussion
Both the differences and similarities in the world's cultural characteristics cause the task of
global marketers to be twofold: First, marketers must learn and understand the culture of the
countries in which they will be doing business. Second, they must incorporate this
understanding into the planning process. In some instances, marketing strategies and
programs must be adapted; however, marketers should also take advantage of cultural
characteristics and avoid unnecessary and costly adjustments to the marketing mix.
Any systematic study of a new market geography requires a combination of a settled mind
and generosity. However, marketers must also feel secure in their own beliefs and traditions,
while generosity is needed to maintain the values of wholeness and other ways of life and
other values based on the point of view of others. in other words, overcoming negative
prejudices that are a natural result and human tendency towards ethnocentrism. Although
"culture shock" is a normal human reaction to something new and unfamiliar, successful
global marketers always strive to understand people's life experiences from a local
perspective.
One of the reasons that cultural factors are challenging for global marketers is that many of
them are hidden from view. Since culture is a learned behavior and is passed down from
generation to generation, it can be difficult for less experienced or untrained entrants to
understand. As they strive to understand cultural factors, immigrants gradually become
insiders and develop cultural empathy. There are many different paths to achieve the same
goals in life. Global marketers understand this and rejoice in the diversity of life.
The role of culture is very important in international marketing activities. Because culture is
used as an identity in interacting with international society. In international marketers we
must know the influence of culture and must prepare ourselves to face the challenges that will
be faced due to this cultural aspect. In a global society, there is still an assumption from social
groups that their group is the most superior or what we usually call ethnocentrism.
Ethnocentrism has both positive and negative impacts in a multicultural society. The way to
overcome ethnocentrism in global marketing multiculturalism is to explore or 'experience'
other people's cultures.
Because we will make the global community a market share that must be maximized for its
market potential. By not denigrating other people's cultures, but rather abiding by customs
The customs of the place where it will be targeted as a market share. So that the identity of
each group is not lost and can also still maintain the association of global society. This is
because each region and border has a different culture. So that in making products, culture is
one of the factors that will affect the characteristics of these products.
This is also based on purchasing behavior and consumer needs driven by cultural norms.
Cultural background also influences consumers in processing information and factors that
motivate consumers in making purchases. Companies doing global business mean dealing
with consumers, strategic partners, distributors and competitors with different cultural
mindsets.
Conclusions
International marketers play an important and arguably even influential role in affecting the
pace of change around the world. This is most obvious in food but concerns practically all
industries, especially consumer products. Soap and detergent manufacturers have changed
washing habits, the electronics industry has changed entertainment patterns, and clothing
marketers have changed style, and so on. In industrial products, culture has influenced
product characteristics and demand, but even more important is the influence on the
marketing process, especially in the way business is conducted.
International marketers have learned to rely on people who know and understand local
customs and attitudes for marketing expertise. This research is a study using the literature
review method. A literature review is a comprehensive overview of research that has been
done on a specific topic to show readers what is known about the topic and what is not yet
known, to find rationales for research that has already been done or for further research ideas.
The type of writing used is a literature review study that focuses on the results of writing
related to the writing topic or variable. The author conducted this literature study after
determining the topic of writing and determining the formulation of the problem, before going
to the field to collect the necessary data. Any systematic study of a new market geography
requires a combination of an established mind and generosity.
The role of culture is very important in international marketing activities. Because culture is
used as an identity in interacting with international society. In international marketers, we
must know the influence of culture and must prepare ourselves for it face the challenges that
will be faced due to this cultural aspect. In a global society, there is still an assumption from
social groups that their group is the most superior or what we usually call ethnocentrism.
Ethnocentrism has both positive and negative impacts in a multicultural society. The way to
overcome ethnocentrism in global marketing multiculturalism is to explore or 'experience'
other people's cultures.
Theoretical Overview of Cultural Environment
The social environment is an area where various kinds of social interactions take place
between various groups and their institutions with established symbols and values and norms,
as well as related to the natural environment and the built or artificial environment
(spatial).The social environment is an area where various kinds of social interactions take
place between various groups and their institutions with established symbols and values and
norms, as well as related to the natural environment and the built or artificial environment
(spatial).
According to Sartain in Dalyono's book, the social environment is all other people or humans
who influence us. Direct influences such as in daily interactions with other people, with our
family, our friends, school friends, or work colleagues. While indirect influences can be
through radio and television, by reading books, magazines, newspapers, and so on in other
ways. Each of us, especially in terms of our personality is the result of the interaction between
our genes and our social environment, because of this interaction, each person is unique, each
person has their own personality that is different from one another. If in the case of
individuals who have some of the same genes or the same social environment, interacting it
produces wide variations / differences in personality. Based on the above understanding, it
can be concluded that the social environment is an interaction or social relationship that has a
close relationship with everyday life.
Types of Social Environment:
Primary Social Environment
One type of social environment where there is a close relationship between one member and
another who knows each other well.
Secondary Social Environment
is one type of social environment that has a relationship between one member and another
member that has a distance or is less familiar.
Social environmental factors:
Social grouping
It is the various kinds of people who form alliances or social groupings based on genealogical
relationships, such as nuclear or batih families, clans or clans, tribes and others.
Social structuring
Social arrangements are needed to regulate the order of life in a society that unites more than
one person. The arrangement can be in the form of rules as a common guideline in mobilizing
cooperation and daily relationships between its members. Each person must be clear about his
or her position and the roles to be performed, and know what to give and what can be
expected from the other party.
Social institutions
Most social institutions are developed based on the need to control the residential
environment, which is very important for the survival of the community concerned. Rules are
developed to exclude people who are not members of the social unit.
Social Needs
It can be said that a social environment is formed because of the desire of humans to fulfill
their respective needs. Because as social creatures, it is clear that not all of their life needs can
be met by themselves, especially the problem of social needs such as the need for interaction
with others.
Social Environment
The cultural environment is the environment formed by human activities, such as cultural
landscapes in rural areas, forests, urban areas and cities, fixed archaeological structures on
land or water, constructions and built environments of various ages, along with bridges, roads,
power and industrial lines, and port areas. On the one hand, the cultural environment is a non-
renewable resource, on the other hand, the cultural environment is in a constant state of
renewal and development. When changing and developing a valuable cultural environment or
creating a new cultural environment or part of it, the values of the existing environment are a
good starting point. What is lost once in the cultural environment, will remain lost forever.
Definition of cultural environment according to experts, among others:
Open Education Sociology Dictionary, Cultural environment is the social behaviors, norms,
and values that people use to understand and explain their physical and social environment.
Parment, A (2014), In terms of cultural environment, there are significant differences
between countries, and also within country or market borders, for example, between
metropolitan and rural areas.
Concept of Cultural Environment
The environment shows traces of human activity and interaction with nature, from
prehistoric times to modern times. Landscapes of different types and ages, the built
environment and archaeological remains make up what is known as the cultural
environment.
The concept of cultural environment is often associated with positive images related to
history. The cultural environment shows traces from prehistoric times to modern times.
Therefore, its temporal dimension is very broad.
Values placed on the cultural environment are specific to a particular culture, time and
place. These values may vary depending on the time period. Also, places that we may not
want to see or remember are part of the cultural environment.
Cultural environments have significant social and cultural value. Some cultural environments
are protected or defined as particularly valuable. The cultural environment also contains
intangible values. It can be seen as the basis for the collective memory and identity of
communities and people. Everyone has the right to a good cultural environment, and we are
all responsible for safeguarding it. The layers and continuity of our environment allow people
to be oriented, understand the present time and build the future.
Global Marketing
Global marketing is a step for a company to enter the global market. In this era of
globalization, a company is required to carry out global marketing so that it is not left behind
by other companies that have traded internationally and the company is able to compete. In
addition to achieving company goals in financial terms, marketing can also make an entrance
for importers in meeting the demand for goods that are not available in their country. A global
marketing strategy can be defined as one of the ways companies want to compete in the world
enter the global business by influencing customers from abroad and on an international scale
to be interested in the products they produce.
Keegan (1995) defines it as the process of focusing the resources (people, money and physical
assets) and objectives of an organization to seize opportunities and respond to global market
threats.
In his book, Griffin and Pustay (1996) assert that in developing a global marketing strategy
there are seven key factors to consider, namely:
Standardization or customization
Laws and regulations that apply in a country
Economic factors
Currency exchange rate
Target offense
Cultural influence
Competition
Based on these key factors, companies can know what to do in conducting global marketing
including what steps can be taken to be more effective in conducting global marketing.
Research Methods
This research is a research using the literature study method or literature review. A literature
review is a comprehensive overview of research that has been done on a specific topic to
show readers what is already known about the topic and what is not yet known, to find
rationales for research that has been done or for further research ideas (Denney & Tewksbury,
2013). Literature studies can be obtained from various sources including journals, books,
documentation, the internet and libraries. The literature study method is a series of activities
related to library data collection methods, reading and recording, and processing writing
materials (Zed, 2008 in Nursalam, 2016). The type of writing used is a literature review study
that focuses on the results of writing related to the writing topic or variable. The author
conducts this literature study after determining the topic of writing and determining the
formulation of the problem, before going to the field to collect the necessary data (Darmadi,
2011 in Nursalam, 2016).
Results and Discussion
Both the differences and similarities in the world's cultural characteristics cause the task of
global marketers to be twofold: First, marketers must learn and understand the culture of the
countries in which they will be doing business. Second, they must incorporate this
understanding into the planning process. In some instances, marketing strategies and
programs must be adapted; however, marketers should also take advantage of cultural
characteristics and avoid unnecessary and costly adjustments to the marketing mix.
Any systematic study of a new market geography requires a combination of a settled mind
and generosity. However, marketers must also feel secure in their own beliefs and traditions,
while generosity is needed to maintain the values of wholeness and other ways of life and
other values based on the point of view of others. in other words, overcoming negative
prejudices that are a natural result and human tendency towards ethnocentrism. Although
"culture shock" is a normal human reaction to something new and unfamiliar, successful
global marketers always strive to understand people's life experiences from a local
perspective.
One of the reasons that cultural factors are challenging for global marketers is that many of
them are hidden from view. Since culture is a learned behavior and is passed down from
generation to generation, it can be difficult for less experienced or untrained entrants to
understand. As they strive to understand cultural factors, immigrants gradually become
insiders and develop cultural empathy. There are many different paths to achieve the same
goals in life. Global marketers understand this and rejoice in the diversity of life.
The role of culture is very important in international marketing activities. Because culture is
used as an identity in interacting with international society. In international marketers we
must know the influence of culture and must prepare ourselves to face the challenges that will
be faced due to this cultural aspect. In a global society, there is still an assumption from social
groups that their group is the most superior or what we usually call ethnocentrism.
Ethnocentrism has both positive and negative impacts in a multicultural society. The way to
overcome ethnocentrism in global marketing multiculturalism is to explore or 'experience'
other people's cultures.
Because we will make the global community a market share that must be maximized for its
market potential. By not denigrating other people's cultures, but rather abiding by customs
The customs of the place where it will be targeted as a market share. So that the identity of
each group is not lost and can also still maintain the association of global society. This is
because each region and border has a different culture. So that in making products, culture is
one of the factors that will affect the characteristics of these products.
This is also based on purchasing behavior and consumer needs driven by cultural norms.
Cultural background also influences consumers in processing information and factors that
motivate consumers in making purchases. Companies doing global business mean dealing
with consumers, strategic partners, distributors and competitors with different cultural
mindsets.
Conclusions
International marketers play an important and arguably even influential role in affecting the
pace of change around the world. This is most obvious in food but concerns practically all
industries, especially consumer products. Soap and detergent manufacturers have changed
washing habits, the electronics industry has changed entertainment patterns, and clothing
marketers have changed style, and so on. In industrial products, culture has influenced
product characteristics and demand, but even more important is the influence on the
marketing process, especially in the way business is conducted.
International marketers have learned to rely on people who know and understand local
customs and attitudes for marketing expertise. This research is a study using the literature
review method. A literature review is a comprehensive overview of research that has been
done on a specific topic to show readers what is known about the topic and what is not yet
known, to find rationales for research that has already been done or for further research ideas.
The type of writing used is a literature review study that focuses on the results of writing
related to the writing topic or variable. The author conducted this literature study after
determining the topic of writing and determining the formulation of the problem, before going
to the field to collect the necessary data. Any systematic study of a new market geography
requires a combination of an established mind and generosity.
The role of culture is very important in international marketing activities. Because culture is
used as an identity in interacting with international society. In international marketers, we
must know the influence of culture and must prepare ourselves for it face the challenges that
will be faced due to this cultural aspect. In a global society, there is still an assumption from
social groups that their group is the most superior or what we usually call ethnocentrism.
Ethnocentrism has both positive and negative impacts in a multicultural society. The way to
overcome ethnocentrism in global marketing multiculturalism is to explore or 'experience'
other people's cultures.
Theoretical Overview of Cultural Environment
The social environment is an area where various kinds of social interactions take place
between various groups and their institutions with established symbols and values and norms,
as well as related to the natural environment and the built or artificial environment
(spatial).The social environment is an area where various kinds of social interactions take
place between various groups and their institutions with established symbols and values and
norms, as well as related to the natural environment and the built or artificial environment
(spatial).
According to Sartain in Dalyono's book, the social environment is all other people or humans
who influence us. Direct influences such as in daily interactions with other people, with our
family, our friends, school friends, or work colleagues. While indirect influences can be
through radio and television, by reading books, magazines, newspapers, and so on in other
ways. Each of us, especially in terms of our personality is the result of the interaction between
our genes and our social environment, because of this interaction, each person is unique, each
person has their own personality that is different from one another. If in the case of
individuals who have some of the same genes or the same social environment, interacting it
produces wide variations / differences in personality. Based on the above understanding, it
can be concluded that the social environment is an interaction or social relationship that has a
close relationship with everyday life.
Types of Social Environment:
Primary Social Environment
One type of social environment where there is a close relationship between one member and
another who knows each other well.
Secondary Social Environment
is one type of social environment that has a relationship between one member and another
member that has a distance or is less familiar.
Social environmental factors:
Social grouping
It is the various kinds of people who form alliances or social groupings based on genealogical
relationships, such as nuclear or batih families, clans or clans, tribes and others.
Social structuring
Social arrangements are needed to regulate the order of life in a society that unites more than
one person. The arrangement can be in the form of rules as a common guideline in mobilizing
cooperation and daily relationships between its members. Each person must be clear about his
or her position and the roles to be performed, and know what to give and what can be
expected from the other party.
Social institutions
Most social institutions are developed based on the need to control the residential
environment, which is very important for the survival of the community concerned. Rules are
developed to exclude people who are not members of the social unit.
Social Needs
It can be said that a social environment is formed because of the desire of humans to fulfill
their respective needs. Because as social creatures, it is clear that not all of their life needs can
be met by themselves, especially the problem of social needs such as the need for interaction
with others.
Social Environment
The cultural environment is the environment formed by human activities, such as cultural
landscapes in rural areas, forests, urban areas and cities, fixed archaeological structures on
land or water, constructions and built environments of various ages, along with bridges, roads,
power and industrial lines, and port areas. On the one hand, the cultural environment is a non-
renewable resource, on the other hand, the cultural environment is in a constant state of
renewal and development. When changing and developing a valuable cultural environment or
creating a new cultural environment or part of it, the values of the existing environment are a
good starting point. What is lost once in the cultural environment, will remain lost forever.
Definition of cultural environment according to experts, among others:
Open Education Sociology Dictionary, Cultural environment is the social behaviors, norms,
and values that people use to understand and explain their physical and social environment.
Parment, A (2014), In terms of cultural environment, there are significant differences
between countries, and also within country or market borders, for example, between
metropolitan and rural areas.
Concept of Cultural Environment
The environment shows traces of human activity and interaction with nature, from
prehistoric times to modern times. Landscapes of different types and ages, the built
environment and archaeological remains make up what is known as the cultural
environment.
The concept of cultural environment is often associated with positive images related to
history. The cultural environment shows traces from prehistoric times to modern times.
Therefore, its temporal dimension is very broad.
Values placed on the cultural environment are specific to a particular culture, time and
place. These values may vary depending on the time period. Also, places that we may not
want to see or remember are part of the cultural environment.
Cultural environments have significant social and cultural value. Some cultural environments
are protected or defined as particularly valuable. The cultural environment also contains
intangible values. It can be seen as the basis for the collective memory and identity of
communities and people. Everyone has the right to a good cultural environment, and we are
all responsible for safeguarding it. The layers and continuity of our environment allow people
to be oriented, understand the present time and build the future.
Global Marketing
Global marketing is a step for a company to enter the global market. In this era of
globalization, a company is required to carry out global marketing so that it is not left behind
by other companies that have traded internationally and the company is able to compete. In
addition to achieving company goals in financial terms, marketing can also make an entrance
for importers in meeting the demand for goods that are not available in their country. A global
marketing strategy can be defined as one of the ways companies want to compete in the world
enter the global business by influencing customers from abroad and on an international scale
to be interested in the products they produce.
Keegan (1995) defines it as the process of focusing the resources (people, money and physical
assets) and objectives of an organization to seize opportunities and respond to global market
threats.
In his book, Griffin and Pustay (1996) assert that in developing a global marketing strategy
there are seven key factors to consider, namely:
Standardization or customization
Laws and regulations that apply in a country
Economic factors
Currency exchange rate
Target offense
Cultural influence
Competition
Based on these key factors, companies can know what to do in conducting global marketing
including what steps can be taken to be more effective in conducting global marketing.
Research Methods
This research is a research using the literature study method or literature review. A literature
review is a comprehensive overview of research that has been done on a specific topic to
show readers what is already known about the topic and what is not yet known, to find
rationales for research that has been done or for further research ideas (Denney & Tewksbury,
2013). Literature studies can be obtained from various sources including journals, books,
documentation, the internet and libraries. The literature study method is a series of activities
related to library data collection methods, reading and recording, and processing writing
materials (Zed, 2008 in Nursalam, 2016). The type of writing used is a literature review study
that focuses on the results of writing related to the writing topic or variable. The author
conducts this literature study after determining the topic of writing and determining the
formulation of the problem, before going to the field to collect the necessary data (Darmadi,
2011 in Nursalam, 2016).
Results and Discussion
Both the differences and similarities in the world's cultural characteristics cause the task of
global marketers to be twofold: First, marketers must learn and understand the culture of the
countries in which they will be doing business. Second, they must incorporate this
understanding into the planning process. In some instances, marketing strategies and
programs must be adapted; however, marketers should also take advantage of cultural
characteristics and avoid unnecessary and costly adjustments to the marketing mix.
Any systematic study of a new market geography requires a combination of a settled mind
and generosity. However, marketers must also feel secure in their own beliefs and traditions,
while generosity is needed to maintain the values of wholeness and other ways of life and
other values based on the point of view of others. in other words, overcoming negative
prejudices that are a natural result and human tendency towards ethnocentrism. Although
"culture shock" is a normal human reaction to something new and unfamiliar, successful
global marketers always strive to understand people's life experiences from a local
perspective.
One of the reasons that cultural factors are challenging for global marketers is that many of
them are hidden from view. Since culture is a learned behavior and is passed down from
generation to generation, it can be difficult for less experienced or untrained entrants to
understand. As they strive to understand cultural factors, immigrants gradually become
insiders and develop cultural empathy. There are many different paths to achieve the same
goals in life. Global marketers understand this and rejoice in the diversity of life.
The role of culture is very important in international marketing activities. Because culture is
used as an identity in interacting with international society. In international marketers we
must know the influence of culture and must prepare ourselves to face the challenges that will
be faced due to this cultural aspect. In a global society, there is still an assumption from social
groups that their group is the most superior or what we usually call ethnocentrism.
Ethnocentrism has both positive and negative impacts in a multicultural society. The way to
overcome ethnocentrism in global marketing multiculturalism is to explore or 'experience'
other people's cultures.
Because we will make the global community a market share that must be maximized for its
market potential. By not denigrating other people's cultures, but rather abiding by customs
The customs of the place where it will be targeted as a market share. So that the identity of
each group is not lost and can also still maintain the association of global society. This is
because each region and border has a different culture. So that in making products, culture is
one of the factors that will affect the characteristics of these products.
This is also based on purchasing behavior and consumer needs driven by cultural norms.
Cultural background also influences consumers in processing information and factors that
motivate consumers in making purchases. Companies doing global business mean dealing
with consumers, strategic partners, distributors and competitors with different cultural
mindsets.
Conclusions
International marketers play an important and arguably even influential role in affecting the
pace of change around the world. This is most obvious in food but concerns practically all
industries, especially consumer products. Soap and detergent manufacturers have changed
washing habits, the electronics industry has changed entertainment patterns, and clothing
marketers have changed style, and so on. In industrial products, culture has influenced
product characteristics and demand, but even more important is the influence on the
marketing process, especially in the way business is conducted.
International marketers have learned to rely on people who know and understand local
customs and attitudes for marketing expertise. This research is a study using the literature
review method. A literature review is a comprehensive overview of research that has been
done on a specific topic to show readers what is known about the topic and what is not yet
known, to find rationales for research that has already been done or for further research ideas.
The type of writing used is a literature review study that focuses on the results of writing
related to the writing topic or variable. The author conducted this literature study after
determining the topic of writing and determining the formulation of the problem, before going
to the field to collect the necessary data. Any systematic study of a new market geography
requires a combination of an established mind and generosity.
The role of culture is very important in international marketing activities. Because culture is
used as an identity in interacting with international society. In international marketers, we
must know the influence of culture and must prepare ourselves for it face the challenges that
will be faced due to this cultural aspect. In a global society, there is still an assumption from
social groups that their group is the most superior or what we usually call ethnocentrism.
Ethnocentrism has both positive and negative impacts in a multicultural society. The way to
overcome ethnocentrism in global marketing multiculturalism is to explore or 'experience'
other people's cultures.
Theoretical Overview of Cultural Environment
The social environment is an area where various kinds of social interactions take place
between various groups and their institutions with established symbols and values and norms,
as well as related to the natural environment and the built or artificial environment
(spatial).The social environment is an area where various kinds of social interactions take
place between various groups and their institutions with established symbols and values and
norms, as well as related to the natural environment and the built or artificial environment
(spatial).
According to Sartain in Dalyono's book, the social environment is all other people or humans
who influence us. Direct influences such as in daily interactions with other people, with our
family, our friends, school friends, or work colleagues. While indirect influences can be
through radio and television, by reading books, magazines, newspapers, and so on in other
ways. Each of us, especially in terms of our personality is the result of the interaction between
our genes and our social environment, because of this interaction, each person is unique, each
person has their own personality that is different from one another. If in the case of
individuals who have some of the same genes or the same social environment, interacting it
produces wide variations / differences in personality. Based on the above understanding, it
can be concluded that the social environment is an interaction or social relationship that has a
close relationship with everyday life.
Types of Social Environment:
Primary Social Environment
One type of social environment where there is a close relationship between one member and
another who knows each other well.
Secondary Social Environment
is one type of social environment that has a relationship between one member and another
member that has a distance or is less familiar.
Social environmental factors:
Social grouping
It is the various kinds of people who form alliances or social groupings based on genealogical
relationships, such as nuclear or batih families, clans or clans, tribes and others.
Social structuring
Social arrangements are needed to regulate the order of life in a society that unites more than
one person. The arrangement can be in the form of rules as a common guideline in mobilizing
cooperation and daily relationships between its members. Each person must be clear about his
or her position and the roles to be performed, and know what to give and what can be
expected from the other party.
Social institutions
Most social institutions are developed based on the need to control the residential
environment, which is very important for the survival of the community concerned. Rules are
developed to exclude people who are not members of the social unit.
Social Needs
It can be said that a social environment is formed because of the desire of humans to fulfill
their respective needs. Because as social creatures, it is clear that not all of their life needs can
be met by themselves, especially the problem of social needs such as the need for interaction
with others.
Social Environment
The cultural environment is the environment formed by human activities, such as cultural
landscapes in rural areas, forests, urban areas and cities, fixed archaeological structures on
land or water, constructions and built environments of various ages, along with bridges, roads,
power and industrial lines, and port areas. On the one hand, the cultural environment is a non-
renewable resource, on the other hand, the cultural environment is in a constant state of
renewal and development. When changing and developing a valuable cultural environment or
creating a new cultural environment or part of it, the values of the existing environment are a
good starting point. What is lost once in the cultural environment, will remain lost forever.
Definition of cultural environment according to experts, among others:
Open Education Sociology Dictionary, Cultural environment is the social behaviors, norms,
and values that people use to understand and explain their physical and social environment.
Parment, A (2014), In terms of cultural environment, there are significant differences
between countries, and also within country or market borders, for example, between
metropolitan and rural areas.
Concept of Cultural Environment
The environment shows traces of human activity and interaction with nature, from
prehistoric times to modern times. Landscapes of different types and ages, the built
environment and archaeological remains make up what is known as the cultural
environment.
The concept of cultural environment is often associated with positive images related to
history. The cultural environment shows traces from prehistoric times to modern times.
Therefore, its temporal dimension is very broad.
Values placed on the cultural environment are specific to a particular culture, time and
place. These values may vary depending on the time period. Also, places that we may not
want to see or remember are part of the cultural environment.
Cultural environments have significant social and cultural value. Some cultural environments
are protected or defined as particularly valuable. The cultural environment also contains
intangible values. It can be seen as the basis for the collective memory and identity of
communities and people. Everyone has the right to a good cultural environment, and we are
all responsible for safeguarding it. The layers and continuity of our environment allow people
to be oriented, understand the present time and build the future.
Global Marketing
Global marketing is a step for a company to enter the global market. In this era of
globalization, a company is required to carry out global marketing so that it is not left behind
by other companies that have traded internationally and the company is able to compete. In
addition to achieving company goals in financial terms, marketing can also make an entrance
for importers in meeting the demand for goods that are not available in their country. A global
marketing strategy can be defined as one of the ways companies want to compete in the world
enter the global business by influencing customers from abroad and on an international scale
to be interested in the products they produce.
Keegan (1995) defines it as the process of focusing the resources (people, money and physical
assets) and objectives of an organization to seize opportunities and respond to global market
threats.
In his book, Griffin and Pustay (1996) assert that in developing a global marketing strategy
there are seven key factors to consider, namely:
Standardization or customization
Laws and regulations that apply in a country
Economic factors
Currency exchange rate
Target offense
Cultural influence
Competition
Based on these key factors, companies can know what to do in conducting global marketing
including what steps can be taken to be more effective in conducting global marketing.
Research Methods
This research is a research using the literature study method or literature review. A literature
review is a comprehensive overview of research that has been done on a specific topic to
show readers what is already known about the topic and what is not yet known, to find
rationales for research that has been done or for further research ideas (Denney & Tewksbury,
2013). Literature studies can be obtained from various sources including journals, books,
documentation, the internet and libraries. The literature study method is a series of activities
related to library data collection methods, reading and recording, and processing writing
materials (Zed, 2008 in Nursalam, 2016). The type of writing used is a literature review study
that focuses on the results of writing related to the writing topic or variable. The author
conducts this literature study after determining the topic of writing and determining the
formulation of the problem, before going to the field to collect the necessary data (Darmadi,
2011 in Nursalam, 2016).
Results and Discussion
Both the differences and similarities in the world's cultural characteristics cause the task of
global marketers to be twofold: First, marketers must learn and understand the culture of the
countries in which they will be doing business. Second, they must incorporate this
understanding into the planning process. In some instances, marketing strategies and
programs must be adapted; however, marketers should also take advantage of cultural
characteristics and avoid unnecessary and costly adjustments to the marketing mix.
Any systematic study of a new market geography requires a combination of a settled mind
and generosity. However, marketers must also feel secure in their own beliefs and traditions,
while generosity is needed to maintain the values of wholeness and other ways of life and
other values based on the point of view of others. in other words, overcoming negative
prejudices that are a natural result and human tendency towards ethnocentrism. Although
"culture shock" is a normal human reaction to something new and unfamiliar, successful
global marketers always strive to understand people's life experiences from a local
perspective.
One of the reasons that cultural factors are challenging for global marketers is that many of
them are hidden from view. Since culture is a learned behavior and is passed down from
generation to generation, it can be difficult for less experienced or untrained entrants to
understand. As they strive to understand cultural factors, immigrants gradually become
insiders and develop cultural empathy. There are many different paths to achieve the same
goals in life. Global marketers understand this and rejoice in the diversity of life.
The role of culture is very important in international marketing activities. Because culture is
used as an identity in interacting with international society. In international marketers we
must know the influence of culture and must prepare ourselves to face the challenges that will
be faced due to this cultural aspect. In a global society, there is still an assumption from social
groups that their group is the most superior or what we usually call ethnocentrism.
Ethnocentrism has both positive and negative impacts in a multicultural society. The way to
overcome ethnocentrism in global marketing multiculturalism is to explore or 'experience'
other people's cultures.
Because we will make the global community a market share that must be maximized for its
market potential. By not denigrating other people's cultures, but rather abiding by customs
The customs of the place where it will be targeted as a market share. So that the identity of
each group is not lost and can also still maintain the association of global society. This is
because each region and border has a different culture. So that in making products, culture is
one of the factors that will affect the characteristics of these products.
This is also based on purchasing behavior and consumer needs driven by cultural norms.
Cultural background also influences consumers in processing information and factors that
motivate consumers in making purchases. Companies doing global business mean dealing
with consumers, strategic partners, distributors and competitors with different cultural
mindsets.
Conclusions
International marketers play an important and arguably even influential role in affecting the
pace of change around the world. This is most obvious in food but concerns practically all
industries, especially consumer products. Soap and detergent manufacturers have changed
washing habits, the electronics industry has changed entertainment patterns, and clothing
marketers have changed style, and so on. In industrial products, culture has influenced
product characteristics and demand, but even more important is the influence on the
marketing process, especially in the way business is conducted.
International marketers have learned to rely on people who know and understand local
customs and attitudes for marketing expertise. This research is a study using the literature
review method. A literature review is a comprehensive overview of research that has been
done on a specific topic to show readers what is known about the topic and what is not yet
known, to find rationales for research that has already been done or for further research ideas.
The type of writing used is a literature review study that focuses on the results of writing
related to the writing topic or variable. The author conducted this literature study after
determining the topic of writing and determining the formulation of the problem, before going
to the field to collect the necessary data. Any systematic study of a new market geography
requires a combination of an established mind and generosity.
The role of culture is very important in international marketing activities. Because culture is
used as an identity in interacting with international society. In international marketers, we
must know the influence of culture and must prepare ourselves for it face the challenges that
will be faced due to this cultural aspect. In a global society, there is still an assumption from
social groups that their group is the most superior or what we usually call ethnocentrism.
Ethnocentrism has both positive and negative impacts in a multicultural society. The way to
overcome ethnocentrism in global marketing multiculturalism is to explore or 'experience'
other people's cultures.
Theoretical Overview of Cultural Environment
The social environment is an area where various kinds of social interactions take place
between various groups and their institutions with established symbols and values and norms,
as well as related to the natural environment and the built or artificial environment
(spatial).The social environment is an area where various kinds of social interactions take
place between various groups and their institutions with established symbols and values and
norms, as well as related to the natural environment and the built or artificial environment
(spatial).
According to Sartain in Dalyono's book, the social environment is all other people or humans
who influence us. Direct influences such as in daily interactions with other people, with our
family, our friends, school friends, or work colleagues. While indirect influences can be
through radio and television, by reading books, magazines, newspapers, and so on in other
ways. Each of us, especially in terms of our personality is the result of the interaction between
our genes and our social environment, because of this interaction, each person is unique, each
person has their own personality that is different from one another. If in the case of
individuals who have some of the same genes or the same social environment, interacting it
produces wide variations / differences in personality. Based on the above understanding, it
can be concluded that the social environment is an interaction or social relationship that has a
close relationship with everyday life.
Types of Social Environment:
Primary Social Environment
One type of social environment where there is a close relationship between one member and
another who knows each other well.
Secondary Social Environment
is one type of social environment that has a relationship between one member and another
member that has a distance or is less familiar.
Social environmental factors:
Social grouping
It is the various kinds of people who form alliances or social groupings based on genealogical
relationships, such as nuclear or batih families, clans or clans, tribes and others.
Social structuring
Social arrangements are needed to regulate the order of life in a society that unites more than
one person. The arrangement can be in the form of rules as a common guideline in mobilizing
cooperation and daily relationships between its members. Each person must be clear about his
or her position and the roles to be performed, and know what to give and what can be
expected from the other party.
Social institutions
Most social institutions are developed based on the need to control the residential
environment, which is very important for the survival of the community concerned. Rules are
developed to exclude people who are not members of the social unit.
Social Needs
It can be said that a social environment is formed because of the desire of humans to fulfill
their respective needs. Because as social creatures, it is clear that not all of their life needs can
be met by themselves, especially the problem of social needs such as the need for interaction
with others.
Social Environment
The cultural environment is the environment formed by human activities, such as cultural
landscapes in rural areas, forests, urban areas and cities, fixed archaeological structures on
land or water, constructions and built environments of various ages, along with bridges, roads,
power and industrial lines, and port areas. On the one hand, the cultural environment is a non-
renewable resource, on the other hand, the cultural environment is in a constant state of
renewal and development. When changing and developing a valuable cultural environment or
creating a new cultural environment or part of it, the values of the existing environment are a
good starting point. What is lost once in the cultural environment, will remain lost forever.
Definition of cultural environment according to experts, among others:
Open Education Sociology Dictionary, Cultural environment is the social behaviors, norms,
and values that people use to understand and explain their physical and social environment.
Parment, A (2014), In terms of cultural environment, there are significant differences
between countries, and also within country or market borders, for example, between
metropolitan and rural areas.
Concept of Cultural Environment
The environment shows traces of human activity and interaction with nature, from
prehistoric times to modern times. Landscapes of different types and ages, the built
environment and archaeological remains make up what is known as the cultural
environment.
The concept of cultural environment is often associated with positive images related to
history. The cultural environment shows traces from prehistoric times to modern times.
Therefore, its temporal dimension is very broad.
Values placed on the cultural environment are specific to a particular culture, time and
place. These values may vary depending on the time period. Also, places that we may not
want to see or remember are part of the cultural environment.
Cultural environments have significant social and cultural value. Some cultural environments
are protected or defined as particularly valuable. The cultural environment also contains
intangible values. It can be seen as the basis for the collective memory and identity of
communities and people. Everyone has the right to a good cultural environment, and we are
all responsible for safeguarding it. The layers and continuity of our environment allow people
to be oriented, understand the present time and build the future.
Global Marketing
Global marketing is a step for a company to enter the global market. In this era of
globalization, a company is required to carry out global marketing so that it is not left behind
by other companies that have traded internationally and the company is able to compete. In
addition to achieving company goals in financial terms, marketing can also make an entrance
for importers in meeting the demand for goods that are not available in their country. A global
marketing strategy can be defined as one of the ways companies want to compete in the world
enter the global business by influencing customers from abroad and on an international scale
to be interested in the products they produce.
Keegan (1995) defines it as the process of focusing the resources (people, money and physical
assets) and objectives of an organization to seize opportunities and respond to global market
threats.
In his book, Griffin and Pustay (1996) assert that in developing a global marketing strategy
there are seven key factors to consider, namely:
Standardization or customization
Laws and regulations that apply in a country
Economic factors
Currency exchange rate
Target offense
Cultural influence
Competition
Based on these key factors, companies can know what to do in conducting global marketing
including what steps can be taken to be more effective in conducting global marketing.
Research Methods
This research is a research using the literature study method or literature review. A literature
review is a comprehensive overview of research that has been done on a specific topic to
show readers what is already known about the topic and what is not yet known, to find
rationales for research that has been done or for further research ideas (Denney & Tewksbury,
2013). Literature studies can be obtained from various sources including journals, books,
documentation, the internet and libraries. The literature study method is a series of activities
related to library data collection methods, reading and recording, and processing writing
materials (Zed, 2008 in Nursalam, 2016). The type of writing used is a literature review study
that focuses on the results of writing related to the writing topic or variable. The author
conducts this literature study after determining the topic of writing and determining the
formulation of the problem, before going to the field to collect the necessary data (Darmadi,
2011 in Nursalam, 2016).
Results and Discussion
Both the differences and similarities in the world's cultural characteristics cause the task of
global marketers to be twofold: First, marketers must learn and understand the culture of the
countries in which they will be doing business. Second, they must incorporate this
understanding into the planning process. In some instances, marketing strategies and
programs must be adapted; however, marketers should also take advantage of cultural
characteristics and avoid unnecessary and costly adjustments to the marketing mix.
Any systematic study of a new market geography requires a combination of a settled mind
and generosity. However, marketers must also feel secure in their own beliefs and traditions,
while generosity is needed to maintain the values of wholeness and other ways of life and
other values based on the point of view of others. in other words, overcoming negative
prejudices that are a natural result and human tendency towards ethnocentrism. Although
"culture shock" is a normal human reaction to something new and unfamiliar, successful
global marketers always strive to understand people's life experiences from a local
perspective.
One of the reasons that cultural factors are challenging for global marketers is that many of
them are hidden from view. Since culture is a learned behavior and is passed down from
generation to generation, it can be difficult for less experienced or untrained entrants to
understand. As they strive to understand cultural factors, immigrants gradually become
insiders and develop cultural empathy. There are many different paths to achieve the same
goals in life. Global marketers understand this and rejoice in the diversity of life.
The role of culture is very important in international marketing activities. Because culture is
used as an identity in interacting with international society. In international marketers we
must know the influence of culture and must prepare ourselves to face the challenges that will
be faced due to this cultural aspect. In a global society, there is still an assumption from social
groups that their group is the most superior or what we usually call ethnocentrism.
Ethnocentrism has both positive and negative impacts in a multicultural society. The way to
overcome ethnocentrism in global marketing multiculturalism is to explore or 'experience'
other people's cultures.
Because we will make the global community a market share that must be maximized for its
market potential. By not denigrating other people's cultures, but rather abiding by customs
The customs of the place where it will be targeted as a market share. So that the identity of
each group is not lost and can also still maintain the association of global society. This is
because each region and border has a different culture. So that in making products, culture is
one of the factors that will affect the characteristics of these products.
This is also based on purchasing behavior and consumer needs driven by cultural norms.
Cultural background also influences consumers in processing information and factors that
motivate consumers in making purchases. Companies doing global business mean dealing
with consumers, strategic partners, distributors and competitors with different cultural
mindsets.
Conclusions
International marketers play an important and arguably even influential role in affecting the
pace of change around the world. This is most obvious in food but concerns practically all
industries, especially consumer products. Soap and detergent manufacturers have changed
washing habits, the electronics industry has changed entertainment patterns, and clothing
marketers have changed style, and so on. In industrial products, culture has influenced
product characteristics and demand, but even more important is the influence on the
marketing process, especially in the way business is conducted.
International marketers have learned to rely on people who know and understand local
customs and attitudes for marketing expertise. This research is a study using the literature
review method. A literature review is a comprehensive overview of research that has been
done on a specific topic to show readers what is known about the topic and what is not yet
known, to find rationales for research that has already been done or for further research ideas.
The type of writing used is a literature review study that focuses on the results of writing
related to the writing topic or variable. The author conducted this literature study after
determining the topic of writing and determining the formulation of the problem, before going
to the field to collect the necessary data. Any systematic study of a new market geography
requires a combination of an established mind and generosity.
The role of culture is very important in international marketing activities. Because culture is
used as an identity in interacting with international society. In international marketers, we
must know the influence of culture and must prepare ourselves for it face the challenges that
will be faced due to this cultural aspect. In a global society, there is still an assumption from
social groups that their group is the most superior or what we usually call ethnocentrism.
Ethnocentrism has both positive and negative impacts in a multicultural society. The way to
overcome ethnocentrism in global marketing multiculturalism is to explore or 'experience'
other people's cultures.
Theoretical Overview of Cultural Environment
The social environment is an area where various kinds of social interactions take place
between various groups and their institutions with established symbols and values and norms,
as well as related to the natural environment and the built or artificial environment
(spatial).The social environment is an area where various kinds of social interactions take
place between various groups and their institutions with established symbols and values and
norms, as well as related to the natural environment and the built or artificial environment
(spatial).
According to Sartain in Dalyono's book, the social environment is all other people or humans
who influence us. Direct influences such as in daily interactions with other people, with our
family, our friends, school friends, or work colleagues. While indirect influences can be
through radio and television, by reading books, magazines, newspapers, and so on in other
ways. Each of us, especially in terms of our personality is the result of the interaction between
our genes and our social environment, because of this interaction, each person is unique, each
person has their own personality that is different from one another. If in the case of
individuals who have some of the same genes or the same social environment, interacting it
produces wide variations / differences in personality. Based on the above understanding, it
can be concluded that the social environment is an interaction or social relationship that has a
close relationship with everyday life.
Types of Social Environment:
Primary Social Environment
One type of social environment where there is a close relationship between one member and
another who knows each other well.
Secondary Social Environment
is one type of social environment that has a relationship between one member and another
member that has a distance or is less familiar.
Social environmental factors:
Social grouping
It is the various kinds of people who form alliances or social groupings based on genealogical
relationships, such as nuclear or batih families, clans or clans, tribes and others.
Social structuring
Social arrangements are needed to regulate the order of life in a society that unites more than
one person. The arrangement can be in the form of rules as a common guideline in mobilizing
cooperation and daily relationships between its members. Each person must be clear about his
or her position and the roles to be performed, and know what to give and what can be
expected from the other party.
Social institutions
Most social institutions are developed based on the need to control the residential
environment, which is very important for the survival of the community concerned. Rules are
developed to exclude people who are not members of the social unit.
Social Needs
It can be said that a social environment is formed because of the desire of humans to fulfill
their respective needs. Because as social creatures, it is clear that not all of their life needs can
be met by themselves, especially the problem of social needs such as the need for interaction
with others.
Social Environment
The cultural environment is the environment formed by human activities, such as cultural
landscapes in rural areas, forests, urban areas and cities, fixed archaeological structures on
land or water, constructions and built environments of various ages, along with bridges, roads,
power and industrial lines, and port areas. On the one hand, the cultural environment is a non-
renewable resource, on the other hand, the cultural environment is in a constant state of
renewal and development. When changing and developing a valuable cultural environment or
creating a new cultural environment or part of it, the values of the existing environment are a
good starting point. What is lost once in the cultural environment, will remain lost forever.
Definition of cultural environment according to experts, among others:
Open Education Sociology Dictionary, Cultural environment is the social behaviors, norms,
and values that people use to understand and explain their physical and social environment.
Parment, A (2014), In terms of cultural environment, there are significant differences
between countries, and also within country or market borders, for example, between
metropolitan and rural areas.
Concept of Cultural Environment
The environment shows traces of human activity and interaction with nature, from
prehistoric times to modern times. Landscapes of different types and ages, the built
environment and archaeological remains make up what is known as the cultural
environment.
The concept of cultural environment is often associated with positive images related to
history. The cultural environment shows traces from prehistoric times to modern times.
Therefore, its temporal dimension is very broad.
Values placed on the cultural environment are specific to a particular culture, time and
place. These values may vary depending on the time period. Also, places that we may not
want to see or remember are part of the cultural environment.
Cultural environments have significant social and cultural value. Some cultural environments
are protected or defined as particularly valuable. The cultural environment also contains
intangible values. It can be seen as the basis for the collective memory and identity of
communities and people. Everyone has the right to a good cultural environment, and we are
all responsible for safeguarding it. The layers and continuity of our environment allow people
to be oriented, understand the present time and build the future.
Global Marketing
Global marketing is a step for a company to enter the global market. In this era of
globalization, a company is required to carry out global marketing so that it is not left behind
by other companies that have traded internationally and the company is able to compete. In
addition to achieving company goals in financial terms, marketing can also make an entrance
for importers in meeting the demand for goods that are not available in their country. A global
marketing strategy can be defined as one of the ways companies want to compete in the world
enter the global business by influencing customers from abroad and on an international scale
to be interested in the products they produce.
Keegan (1995) defines it as the process of focusing the resources (people, money and physical
assets) and objectives of an organization to seize opportunities and respond to global market
threats.
In his book, Griffin and Pustay (1996) assert that in developing a global marketing strategy
there are seven key factors to consider, namely:
Standardization or customization
Laws and regulations that apply in a country
Economic factors
Currency exchange rate
Target offense
Cultural influence
Competition
Based on these key factors, companies can know what to do in conducting global marketing
including what steps can be taken to be more effective in conducting global marketing.
Research Methods
This research is a research using the literature study method or literature review. A literature
review is a comprehensive overview of research that has been done on a specific topic to
show readers what is already known about the topic and what is not yet known, to find
rationales for research that has been done or for further research ideas (Denney & Tewksbury,
2013). Literature studies can be obtained from various sources including journals, books,
documentation, the internet and libraries. The literature study method is a series of activities
related to library data collection methods, reading and recording, and processing writing
materials (Zed, 2008 in Nursalam, 2016). The type of writing used is a literature review study
that focuses on the results of writing related to the writing topic or variable. The author
conducts this literature study after determining the topic of writing and determining the
formulation of the problem, before going to the field to collect the necessary data (Darmadi,
2011 in Nursalam, 2016).
Results and Discussion
Both the differences and similarities in the world's cultural characteristics cause the task of
global marketers to be twofold: First, marketers must learn and understand the culture of the
countries in which they will be doing business. Second, they must incorporate this
understanding into the planning process. In some instances, marketing strategies and
programs must be adapted; however, marketers should also take advantage of cultural
characteristics and avoid unnecessary and costly adjustments to the marketing mix.
Any systematic study of a new market geography requires a combination of a settled mind
and generosity. However, marketers must also feel secure in their own beliefs and traditions,
while generosity is needed to maintain the values of wholeness and other ways of life and
other values based on the point of view of others. in other words, overcoming negative
prejudices that are a natural result and human tendency towards ethnocentrism. Although
"culture shock" is a normal human reaction to something new and unfamiliar, successful
global marketers always strive to understand people's life experiences from a local
perspective.
One of the reasons that cultural factors are challenging for global marketers is that many of
them are hidden from view. Since culture is a learned behavior and is passed down from
generation to generation, it can be difficult for less experienced or untrained entrants to
understand. As they strive to understand cultural factors, immigrants gradually become
insiders and develop cultural empathy. There are many different paths to achieve the same
goals in life. Global marketers understand this and rejoice in the diversity of life.
The role of culture is very important in international marketing activities. Because culture is
used as an identity in interacting with international society. In international marketers we
must know the influence of culture and must prepare ourselves to face the challenges that will
be faced due to this cultural aspect. In a global society, there is still an assumption from social
groups that their group is the most superior or what we usually call ethnocentrism.
Ethnocentrism has both positive and negative impacts in a multicultural society. The way to
overcome ethnocentrism in global marketing multiculturalism is to explore or 'experience'
other people's cultures.
Because we will make the global community a market share that must be maximized for its
market potential. By not denigrating other people's cultures, but rather abiding by customs
The customs of the place where it will be targeted as a market share. So that the identity of
each group is not lost and can also still maintain the association of global society. This is
because each region and border has a different culture. So that in making products, culture is
one of the factors that will affect the characteristics of these products.
This is also based on purchasing behavior and consumer needs driven by cultural norms.
Cultural background also influences consumers in processing information and factors that
motivate consumers in making purchases. Companies doing global business mean dealing
with consumers, strategic partners, distributors and competitors with different cultural
mindsets.
Conclusions
International marketers play an important and arguably even influential role in affecting the
pace of change around the world. This is most obvious in food but concerns practically all
industries, especially consumer products. Soap and detergent manufacturers have changed
washing habits, the electronics industry has changed entertainment patterns, and clothing
marketers have changed style, and so on. In industrial products, culture has influenced
product characteristics and demand, but even more important is the influence on the
marketing process, especially in the way business is conducted.
International marketers have learned to rely on people who know and understand local
customs and attitudes for marketing expertise. This research is a study using the literature
review method. A literature review is a comprehensive overview of research that has been
done on a specific topic to show readers what is known about the topic and what is not yet
known, to find rationales for research that has already been done or for further research ideas.
The type of writing used is a literature review study that focuses on the results of writing
related to the writing topic or variable. The author conducted this literature study after
determining the topic of writing and determining the formulation of the problem, before going
to the field to collect the necessary data. Any systematic study of a new market geography
requires a combination of an established mind and generosity.
The role of culture is very important in international marketing activities. Because culture is
used as an identity in interacting with international society. In international marketers, we
must know the influence of culture and must prepare ourselves for it face the challenges that
will be faced due to this cultural aspect. In a global society, there is still an assumption from
social groups that their group is the most superior or what we usually call ethnocentrism.
Ethnocentrism has both positive and negative impacts in a multicultural society. The way to
overcome ethnocentrism in global marketing multiculturalism is to explore or 'experience'
other people's cultures.
Theoretical Overview of Cultural Environment
The social environment is an area where various kinds of social interactions take place
between various groups and their institutions with established symbols and values and norms,
as well as related to the natural environment and the built or artificial environment
(spatial).The social environment is an area where various kinds of social interactions take
place between various groups and their institutions with established symbols and values and
norms, as well as related to the natural environment and the built or artificial environment
(spatial).
According to Sartain in Dalyono's book, the social environment is all other people or humans
who influence us. Direct influences such as in daily interactions with other people, with our
family, our friends, school friends, or work colleagues. While indirect influences can be
through radio and television, by reading books, magazines, newspapers, and so on in other
ways. Each of us, especially in terms of our personality is the result of the interaction between
our genes and our social environment, because of this interaction, each person is unique, each
person has their own personality that is different from one another. If in the case of
individuals who have some of the same genes or the same social environment, interacting it
produces wide variations / differences in personality. Based on the above understanding, it
can be concluded that the social environment is an interaction or social relationship that has a
close relationship with everyday life.
Types of Social Environment:
Primary Social Environment
One type of social environment where there is a close relationship between one member and
another who knows each other well.
Secondary Social Environment
is one type of social environment that has a relationship between one member and another
member that has a distance or is less familiar.
Social environmental factors:
Social grouping
It is the various kinds of people who form alliances or social groupings based on genealogical
relationships, such as nuclear or batih families, clans or clans, tribes and others.
Social structuring
Social arrangements are needed to regulate the order of life in a society that unites more than
one person. The arrangement can be in the form of rules as a common guideline in mobilizing
cooperation and daily relationships between its members. Each person must be clear about his
or her position and the roles to be performed, and know what to give and what can be
expected from the other party.
Social institutions
Most social institutions are developed based on the need to control the residential
environment, which is very important for the survival of the community concerned. Rules are
developed to exclude people who are not members of the social unit.
Social Needs
It can be said that a social environment is formed because of the desire of humans to fulfill
their respective needs. Because as social creatures, it is clear that not all of their life needs can
be met by themselves, especially the problem of social needs such as the need for interaction
with others.
Social Environment
The cultural environment is the environment formed by human activities, such as cultural
landscapes in rural areas, forests, urban areas and cities, fixed archaeological structures on
land or water, constructions and built environments of various ages, along with bridges, roads,
power and industrial lines, and port areas. On the one hand, the cultural environment is a non-
renewable resource, on the other hand, the cultural environment is in a constant state of
renewal and development. When changing and developing a valuable cultural environment or
creating a new cultural environment or part of it, the values of the existing environment are a
good starting point. What is lost once in the cultural environment, will remain lost forever.
Definition of cultural environment according to experts, among others:
Open Education Sociology Dictionary, Cultural environment is the social behaviors, norms,
and values that people use to understand and explain their physical and social environment.
Parment, A (2014), In terms of cultural environment, there are significant differences
between countries, and also within country or market borders, for example, between
metropolitan and rural areas.
Concept of Cultural Environment
The environment shows traces of human activity and interaction with nature, from
prehistoric times to modern times. Landscapes of different types and ages, the built
environment and archaeological remains make up what is known as the cultural
environment.
The concept of cultural environment is often associated with positive images related to
history. The cultural environment shows traces from prehistoric times to modern times.
Therefore, its temporal dimension is very broad.
Values placed on the cultural environment are specific to a particular culture, time and
place. These values may vary depending on the time period. Also, places that we may not
want to see or remember are part of the cultural environment.
Cultural environments have significant social and cultural value. Some cultural environments
are protected or defined as particularly valuable. The cultural environment also contains
intangible values. It can be seen as the basis for the collective memory and identity of
communities and people. Everyone has the right to a good cultural environment, and we are
all responsible for safeguarding it. The layers and continuity of our environment allow people
to be oriented, understand the present time and build the future.
Global Marketing
Global marketing is a step for a company to enter the global market. In this era of
globalization, a company is required to carry out global marketing so that it is not left behind
by other companies that have traded internationally and the company is able to compete. In
addition to achieving company goals in financial terms, marketing can also make an entrance
for importers in meeting the demand for goods that are not available in their country. A global
marketing strategy can be defined as one of the ways companies want to compete in the world
enter the global business by influencing customers from abroad and on an international scale
to be interested in the products they produce.
Keegan (1995) defines it as the process of focusing the resources (people, money and physical
assets) and objectives of an organization to seize opportunities and respond to global market
threats.
In his book, Griffin and Pustay (1996) assert that in developing a global marketing strategy
there are seven key factors to consider, namely:
Standardization or customization
Laws and regulations that apply in a country
Economic factors
Currency exchange rate
Target offense
Cultural influence
Competition
Based on these key factors, companies can know what to do in conducting global marketing
including what steps can be taken to be more effective in conducting global marketing.
Research Methods
This research is a research using the literature study method or literature review. A literature
review is a comprehensive overview of research that has been done on a specific topic to
show readers what is already known about the topic and what is not yet known, to find
rationales for research that has been done or for further research ideas (Denney & Tewksbury,
2013). Literature studies can be obtained from various sources including journals, books,
documentation, the internet and libraries. The literature study method is a series of activities
related to library data collection methods, reading and recording, and processing writing
materials (Zed, 2008 in Nursalam, 2016). The type of writing used is a literature review study
that focuses on the results of writing related to the writing topic or variable. The author
conducts this literature study after determining the topic of writing and determining the
formulation of the problem, before going to the field to collect the necessary data (Darmadi,
2011 in Nursalam, 2016).
Results and Discussion
Both the differences and similarities in the world's cultural characteristics cause the task of
global marketers to be twofold: First, marketers must learn and understand the culture of the
countries in which they will be doing business. Second, they must incorporate this
understanding into the planning process. In some instances, marketing strategies and
programs must be adapted; however, marketers should also take advantage of cultural
characteristics and avoid unnecessary and costly adjustments to the marketing mix.
Any systematic study of a new market geography requires a combination of a settled mind
and generosity. However, marketers must also feel secure in their own beliefs and traditions,
while generosity is needed to maintain the values of wholeness and other ways of life and
other values based on the point of view of others. in other words, overcoming negative
prejudices that are a natural result and human tendency towards ethnocentrism. Although
"culture shock" is a normal human reaction to something new and unfamiliar, successful
global marketers always strive to understand people's life experiences from a local
perspective.
One of the reasons that cultural factors are challenging for global marketers is that many of
them are hidden from view. Since culture is a learned behavior and is passed down from
generation to generation, it can be difficult for less experienced or untrained entrants to
understand. As they strive to understand cultural factors, immigrants gradually become
insiders and develop cultural empathy. There are many different paths to achieve the same
goals in life. Global marketers understand this and rejoice in the diversity of life.
The role of culture is very important in international marketing activities. Because culture is
used as an identity in interacting with international society. In international marketers we
must know the influence of culture and must prepare ourselves to face the challenges that will
be faced due to this cultural aspect. In a global society, there is still an assumption from social
groups that their group is the most superior or what we usually call ethnocentrism.
Ethnocentrism has both positive and negative impacts in a multicultural society. The way to
overcome ethnocentrism in global marketing multiculturalism is to explore or 'experience'
other people's cultures.
Because we will make the global community a market share that must be maximized for its
market potential. By not denigrating other people's cultures, but rather abiding by customs
The customs of the place where it will be targeted as a market share. So that the identity of
each group is not lost and can also still maintain the association of global society. This is
because each region and border has a different culture. So that in making products, culture is
one of the factors that will affect the characteristics of these products.
This is also based on purchasing behavior and consumer needs driven by cultural norms.
Cultural background also influences consumers in processing information and factors that
motivate consumers in making purchases. Companies doing global business mean dealing
with consumers, strategic partners, distributors and competitors with different cultural
mindsets.
Conclusions
International marketers play an important and arguably even influential role in affecting the
pace of change around the world. This is most obvious in food but concerns practically all
industries, especially consumer products. Soap and detergent manufacturers have changed
washing habits, the electronics industry has changed entertainment patterns, and clothing
marketers have changed style, and so on. In industrial products, culture has influenced
product characteristics and demand, but even more important is the influence on the
marketing process, especially in the way business is conducted.
International marketers have learned to rely on people who know and understand local
customs and attitudes for marketing expertise. This research is a study using the literature
review method. A literature review is a comprehensive overview of research that has been
done on a specific topic to show readers what is known about the topic and what is not yet
known, to find rationales for research that has already been done or for further research ideas.
The type of writing used is a literature review study that focuses on the results of writing
related to the writing topic or variable. The author conducted this literature study after
determining the topic of writing and determining the formulation of the problem, before going
to the field to collect the necessary data. Any systematic study of a new market geography
requires a combination of an established mind and generosity.
The role of culture is very important in international marketing activities. Because culture is
used as an identity in interacting with international society. In international marketers, we
must know the influence of culture and must prepare ourselves for it face the challenges that
will be faced due to this cultural aspect. In a global society, there is still an assumption from
social groups that their group is the most superior or what we usually call ethnocentrism.
Ethnocentrism has both positive and negative impacts in a multicultural society. The way to
overcome ethnocentrism in global marketing multiculturalism is to explore or 'experience'
other people's cultures.
Theoretical Overview of Cultural Environment
The social environment is an area where various kinds of social interactions take place
between various groups and their institutions with established symbols and values and norms,
as well as related to the natural environment and the built or artificial environment
(spatial).The social environment is an area where various kinds of social interactions take
place between various groups and their institutions with established symbols and values and
norms, as well as related to the natural environment and the built or artificial environment
(spatial).
According to Sartain in Dalyono's book, the social environment is all other people or humans
who influence us. Direct influences such as in daily interactions with other people, with our
family, our friends, school friends, or work colleagues. While indirect influences can be
through radio and television, by reading books, magazines, newspapers, and so on in other
ways. Each of us, especially in terms of our personality is the result of the interaction between
our genes and our social environment, because of this interaction, each person is unique, each
person has their own personality that is different from one another. If in the case of
individuals who have some of the same genes or the same social environment, interacting it
produces wide variations / differences in personality. Based on the above understanding, it
can be concluded that the social environment is an interaction or social relationship that has a
close relationship with everyday life.
Types of Social Environment:
Primary Social Environment
One type of social environment where there is a close relationship between one member and
another who knows each other well.
Secondary Social Environment
is one type of social environment that has a relationship between one member and another
member that has a distance or is less familiar.
Social environmental factors:
Social grouping
It is the various kinds of people who form alliances or social groupings based on genealogical
relationships, such as nuclear or batih families, clans or clans, tribes and others.
Social structuring
Social arrangements are needed to regulate the order of life in a society that unites more than
one person. The arrangement can be in the form of rules as a common guideline in mobilizing
cooperation and daily relationships between its members. Each person must be clear about his
or her position and the roles to be performed, and know what to give and what can be
expected from the other party.
Social institutions
Most social institutions are developed based on the need to control the residential
environment, which is very important for the survival of the community concerned. Rules are
developed to exclude people who are not members of the social unit.
Social Needs
It can be said that a social environment is formed because of the desire of humans to fulfill
their respective needs. Because as social creatures, it is clear that not all of their life needs can
be met by themselves, especially the problem of social needs such as the need for interaction
with others.
Social Environment
The cultural environment is the environment formed by human activities, such as cultural
landscapes in rural areas, forests, urban areas and cities, fixed archaeological structures on
land or water, constructions and built environments of various ages, along with bridges, roads,
power and industrial lines, and port areas. On the one hand, the cultural environment is a non-
renewable resource, on the other hand, the cultural environment is in a constant state of
renewal and development. When changing and developing a valuable cultural environment or
creating a new cultural environment or part of it, the values of the existing environment are a
good starting point. What is lost once in the cultural environment, will remain lost forever.
Definition of cultural environment according to experts, among others:
Open Education Sociology Dictionary, Cultural environment is the social behaviors, norms,
and values that people use to understand and explain their physical and social environment.
Parment, A (2014), In terms of cultural environment, there are significant differences
between countries, and also within country or market borders, for example, between
metropolitan and rural areas.
Concept of Cultural Environment
The environment shows traces of human activity and interaction with nature, from
prehistoric times to modern times. Landscapes of different types and ages, the built
environment and archaeological remains make up what is known as the cultural
environment.
The concept of cultural environment is often associated with positive images related to
history. The cultural environment shows traces from prehistoric times to modern times.
Therefore, its temporal dimension is very broad.
Values placed on the cultural environment are specific to a particular culture, time and
place. These values may vary depending on the time period. Also, places that we may not
want to see or remember are part of the cultural environment.
Cultural environments have significant social and cultural value. Some cultural environments
are protected or defined as particularly valuable. The cultural environment also contains
intangible values. It can be seen as the basis for the collective memory and identity of
communities and people. Everyone has the right to a good cultural environment, and we are
all responsible for safeguarding it. The layers and continuity of our environment allow people
to be oriented, understand the present time and build the future.
Global Marketing
Global marketing is a step for a company to enter the global market. In this era of
globalization, a company is required to carry out global marketing so that it is not left behind
by other companies that have traded internationally and the company is able to compete. In
addition to achieving company goals in financial terms, marketing can also make an entrance
for importers in meeting the demand for goods that are not available in their country. A global
marketing strategy can be defined as one of the ways companies want to compete in the world
enter the global business by influencing customers from abroad and on an international scale
to be interested in the products they produce.
Keegan (1995) defines it as the process of focusing the resources (people, money and physical
assets) and objectives of an organization to seize opportunities and respond to global market
threats.
In his book, Griffin and Pustay (1996) assert that in developing a global marketing strategy
there are seven key factors to consider, namely:
Standardization or customization
Laws and regulations that apply in a country
Economic factors
Currency exchange rate
Target offense
Cultural influence
Competition
Based on these key factors, companies can know what to do in conducting global marketing
including what steps can be taken to be more effective in conducting global marketing.
Research Methods
This research is a research using the literature study method or literature review. A literature
review is a comprehensive overview of research that has been done on a specific topic to
show readers what is already known about the topic and what is not yet known, to find
rationales for research that has been done or for further research ideas (Denney & Tewksbury,
2013). Literature studies can be obtained from various sources including journals, books,
documentation, the internet and libraries. The literature study method is a series of activities
related to library data collection methods, reading and recording, and processing writing
materials (Zed, 2008 in Nursalam, 2016). The type of writing used is a literature review study
that focuses on the results of writing related to the writing topic or variable. The author
conducts this literature study after determining the topic of writing and determining the
formulation of the problem, before going to the field to collect the necessary data (Darmadi,
2011 in Nursalam, 2016).
Results and Discussion
Both the differences and similarities in the world's cultural characteristics cause the task of
global marketers to be twofold: First, marketers must learn and understand the culture of the
countries in which they will be doing business. Second, they must incorporate this
understanding into the planning process. In some instances, marketing strategies and
programs must be adapted; however, marketers should also take advantage of cultural
characteristics and avoid unnecessary and costly adjustments to the marketing mix.
Any systematic study of a new market geography requires a combination of a settled mind
and generosity. However, marketers must also feel secure in their own beliefs and traditions,
while generosity is needed to maintain the values of wholeness and other ways of life and
other values based on the point of view of others. in other words, overcoming negative
prejudices that are a natural result and human tendency towards ethnocentrism. Although
"culture shock" is a normal human reaction to something new and unfamiliar, successful
global marketers always strive to understand people's life experiences from a local
perspective.
One of the reasons that cultural factors are challenging for global marketers is that many of
them are hidden from view. Since culture is a learned behavior and is passed down from
generation to generation, it can be difficult for less experienced or untrained entrants to
understand. As they strive to understand cultural factors, immigrants gradually become
insiders and develop cultural empathy. There are many different paths to achieve the same
goals in life. Global marketers understand this and rejoice in the diversity of life.
The role of culture is very important in international marketing activities. Because culture is
used as an identity in interacting with international society. In international marketers we
must know the influence of culture and must prepare ourselves to face the challenges that will
be faced due to this cultural aspect. In a global society, there is still an assumption from social
groups that their group is the most superior or what we usually call ethnocentrism.
Ethnocentrism has both positive and negative impacts in a multicultural society. The way to
overcome ethnocentrism in global marketing multiculturalism is to explore or 'experience'
other people's cultures.
Because we will make the global community a market share that must be maximized for its
market potential. By not denigrating other people's cultures, but rather abiding by customs
The customs of the place where it will be targeted as a market share. So that the identity of
each group is not lost and can also still maintain the association of global society. This is
because each region and border has a different culture. So that in making products, culture is
one of the factors that will affect the characteristics of these products.
This is also based on purchasing behavior and consumer needs driven by cultural norms.
Cultural background also influences consumers in processing information and factors that
motivate consumers in making purchases. Companies doing global business mean dealing
with consumers, strategic partners, distributors and competitors with different cultural
mindsets.
Conclusions
International marketers play an important and arguably even influential role in affecting the
pace of change around the world. This is most obvious in food but concerns practically all
industries, especially consumer products. Soap and detergent manufacturers have changed
washing habits, the electronics industry has changed entertainment patterns, and clothing
marketers have changed style, and so on. In industrial products, culture has influenced
product characteristics and demand, but even more important is the influence on the
marketing process, especially in the way business is conducted.
International marketers have learned to rely on people who know and understand local
customs and attitudes for marketing expertise. This research is a study using the literature
review method. A literature review is a comprehensive overview of research that has been
done on a specific topic to show readers what is known about the topic and what is not yet
known, to find rationales for research that has already been done or for further research ideas.
The type of writing used is a literature review study that focuses on the results of writing
related to the writing topic or variable. The author conducted this literature study after
determining the topic of writing and determining the formulation of the problem, before going
to the field to collect the necessary data. Any systematic study of a new market geography
requires a combination of an established mind and generosity.
The role of culture is very important in international marketing activities. Because culture is
used as an identity in interacting with international society. In international marketers, we
must know the influence of culture and must prepare ourselves for it face the challenges that
will be faced due to this cultural aspect. In a global society, there is still an assumption from
social groups that their group is the most superior or what we usually call ethnocentrism.
Ethnocentrism has both positive and negative impacts in a multicultural society. The way to
overcome ethnocentrism in global marketing multiculturalism is to explore or 'experience'
other people's cultures.
Theoretical Overview of Cultural Environment
The social environment is an area where various kinds of social interactions take place
between various groups and their institutions with established symbols and values and norms,
as well as related to the natural environment and the built or artificial environment
(spatial).The social environment is an area where various kinds of social interactions take
place between various groups and their institutions with established symbols and values and
norms, as well as related to the natural environment and the built or artificial environment
(spatial).
According to Sartain in Dalyono's book, the social environment is all other people or humans
who influence us. Direct influences such as in daily interactions with other people, with our
family, our friends, school friends, or work colleagues. While indirect influences can be
through radio and television, by reading books, magazines, newspapers, and so on in other
ways. Each of us, especially in terms of our personality is the result of the interaction between
our genes and our social environment, because of this interaction, each person is unique, each
person has their own personality that is different from one another. If in the case of
individuals who have some of the same genes or the same social environment, interacting it
produces wide variations / differences in personality. Based on the above understanding, it
can be concluded that the social environment is an interaction or social relationship that has a
close relationship with everyday life.
Types of Social Environment:
Primary Social Environment
One type of social environment where there is a close relationship between one member and
another who knows each other well.
Secondary Social Environment
is one type of social environment that has a relationship between one member and another
member that has a distance or is less familiar.
Social environmental factors:
Social grouping
It is the various kinds of people who form alliances or social groupings based on genealogical
relationships, such as nuclear or batih families, clans or clans, tribes and others.
Social structuring
Social arrangements are needed to regulate the order of life in a society that unites more than
one person. The arrangement can be in the form of rules as a common guideline in mobilizing
cooperation and daily relationships between its members. Each person must be clear about his
or her position and the roles to be performed, and know what to give and what can be
expected from the other party.
Social institutions
Most social institutions are developed based on the need to control the residential
environment, which is very important for the survival of the community concerned. Rules are
developed to exclude people who are not members of the social unit.
Social Needs
It can be said that a social environment is formed because of the desire of humans to fulfill
their respective needs. Because as social creatures, it is clear that not all of their life needs can
be met by themselves, especially the problem of social needs such as the need for interaction
with others.
Social Environment
The cultural environment is the environment formed by human activities, such as cultural
landscapes in rural areas, forests, urban areas and cities, fixed archaeological structures on
land or water, constructions and built environments of various ages, along with bridges, roads,
power and industrial lines, and port areas. On the one hand, the cultural environment is a non-
renewable resource, on the other hand, the cultural environment is in a constant state of
renewal and development. When changing and developing a valuable cultural environment or
creating a new cultural environment or part of it, the values of the existing environment are a
good starting point. What is lost once in the cultural environment, will remain lost forever.
Definition of cultural environment according to experts, among others:
Open Education Sociology Dictionary, Cultural environment is the social behaviors, norms,
and values that people use to understand and explain their physical and social environment.
Parment, A (2014), In terms of cultural environment, there are significant differences
between countries, and also within country or market borders, for example, between
metropolitan and rural areas.
Concept of Cultural Environment
The environment shows traces of human activity and interaction with nature, from
prehistoric times to modern times. Landscapes of different types and ages, the built
environment and archaeological remains make up what is known as the cultural
environment.
The concept of cultural environment is often associated with positive images related to
history. The cultural environment shows traces from prehistoric times to modern times.
Therefore, its temporal dimension is very broad.
Values placed on the cultural environment are specific to a particular culture, time and
place. These values may vary depending on the time period. Also, places that we may not
want to see or remember are part of the cultural environment.
Cultural environments have significant social and cultural value. Some cultural environments
are protected or defined as particularly valuable. The cultural environment also contains
intangible values. It can be seen as the basis for the collective memory and identity of
communities and people. Everyone has the right to a good cultural environment, and we are
all responsible for safeguarding it. The layers and continuity of our environment allow people
to be oriented, understand the present time and build the future.
Global Marketing
Global marketing is a step for a company to enter the global market. In this era of
globalization, a company is required to carry out global marketing so that it is not left behind
by other companies that have traded internationally and the company is able to compete. In
addition to achieving company goals in financial terms, marketing can also make an entrance
for importers in meeting the demand for goods that are not available in their country. A global
marketing strategy can be defined as one of the ways companies want to compete in the world
enter the global business by influencing customers from abroad and on an international scale
to be interested in the products they produce.
Keegan (1995) defines it as the process of focusing the resources (people, money and physical
assets) and objectives of an organization to seize opportunities and respond to global market
threats.
In his book, Griffin and Pustay (1996) assert that in developing a global marketing strategy
there are seven key factors to consider, namely:
Standardization or customization
Laws and regulations that apply in a country
Economic factors
Currency exchange rate
Target offense
Cultural influence
Competition
Based on these key factors, companies can know what to do in conducting global marketing
including what steps can be taken to be more effective in conducting global marketing.
Research Methods
This research is a research using the literature study method or literature review. A literature
review is a comprehensive overview of research that has been done on a specific topic to
show readers what is already known about the topic and what is not yet known, to find
rationales for research that has been done or for further research ideas (Denney & Tewksbury,
2013). Literature studies can be obtained from various sources including journals, books,
documentation, the internet and libraries. The literature study method is a series of activities
related to library data collection methods, reading and recording, and processing writing
materials (Zed, 2008 in Nursalam, 2016). The type of writing used is a literature review study
that focuses on the results of writing related to the writing topic or variable. The author
conducts this literature study after determining the topic of writing and determining the
formulation of the problem, before going to the field to collect the necessary data (Darmadi,
2011 in Nursalam, 2016).
Results and Discussion
Both the differences and similarities in the world's cultural characteristics cause the task of
global marketers to be twofold: First, marketers must learn and understand the culture of the
countries in which they will be doing business. Second, they must incorporate this
understanding into the planning process. In some instances, marketing strategies and
programs must be adapted; however, marketers should also take advantage of cultural
characteristics and avoid unnecessary and costly adjustments to the marketing mix.
Any systematic study of a new market geography requires a combination of a settled mind
and generosity. However, marketers must also feel secure in their own beliefs and traditions,
while generosity is needed to maintain the values of wholeness and other ways of life and
other values based on the point of view of others. in other words, overcoming negative
prejudices that are a natural result and human tendency towards ethnocentrism. Although
"culture shock" is a normal human reaction to something new and unfamiliar, successful
global marketers always strive to understand people's life experiences from a local
perspective.
One of the reasons that cultural factors are challenging for global marketers is that many of
them are hidden from view. Since culture is a learned behavior and is passed down from
generation to generation, it can be difficult for less experienced or untrained entrants to
understand. As they strive to understand cultural factors, immigrants gradually become
insiders and develop cultural empathy. There are many different paths to achieve the same
goals in life. Global marketers understand this and rejoice in the diversity of life.
The role of culture is very important in international marketing activities. Because culture is
used as an identity in interacting with international society. In international marketers we
must know the influence of culture and must prepare ourselves to face the challenges that will
be faced due to this cultural aspect. In a global society, there is still an assumption from social
groups that their group is the most superior or what we usually call ethnocentrism.
Ethnocentrism has both positive and negative impacts in a multicultural society. The way to
overcome ethnocentrism in global marketing multiculturalism is to explore or 'experience'
other people's cultures.
Because we will make the global community a market share that must be maximized for its
market potential. By not denigrating other people's cultures, but rather abiding by customs
The customs of the place where it will be targeted as a market share. So that the identity of
each group is not lost and can also still maintain the association of global society. This is
because each region and border has a different culture. So that in making products, culture is
one of the factors that will affect the characteristics of these products.
This is also based on purchasing behavior and consumer needs driven by cultural norms.
Cultural background also influences consumers in processing information and factors that
motivate consumers in making purchases. Companies doing global business mean dealing
with consumers, strategic partners, distributors and competitors with different cultural
mindsets.
Conclusions
International marketers play an important and arguably even influential role in affecting the
pace of change around the world. This is most obvious in food but concerns practically all
industries, especially consumer products. Soap and detergent manufacturers have changed
washing habits, the electronics industry has changed entertainment patterns, and clothing
marketers have changed style, and so on. In industrial products, culture has influenced
product characteristics and demand, but even more important is the influence on the
marketing process, especially in the way business is conducted.
International marketers have learned to rely on people who know and understand local
customs and attitudes for marketing expertise. This research is a study using the literature
review method. A literature review is a comprehensive overview of research that has been
done on a specific topic to show readers what is known about the topic and what is not yet
known, to find rationales for research that has already been done or for further research ideas.
The type of writing used is a literature review study that focuses on the results of writing
related to the writing topic or variable. The author conducted this literature study after
determining the topic of writing and determining the formulation of the problem, before going
to the field to collect the necessary data. Any systematic study of a new market geography
requires a combination of an established mind and generosity.
The role of culture is very important in international marketing activities. Because culture is
used as an identity in interacting with international society. In international marketers, we
must know the influence of culture and must prepare ourselves for it face the challenges that
will be faced due to this cultural aspect. In a global society, there is still an assumption from
social groups that their group is the most superior or what we usually call ethnocentrism.
Ethnocentrism has both positive and negative impacts in a multicultural society. The way to
overcome ethnocentrism in global marketing multiculturalism is to explore or 'experience'
other people's cultures.
Theoretical Overview of Cultural Environment
The social environment is an area where various kinds of social interactions take place
between various groups and their institutions with established symbols and values and norms,
as well as related to the natural environment and the built or artificial environment
(spatial).The social environment is an area where various kinds of social interactions take
place between various groups and their institutions with established symbols and values and
norms, as well as related to the natural environment and the built or artificial environment
(spatial).
According to Sartain in Dalyono's book, the social environment is all other people or humans
who influence us. Direct influences such as in daily interactions with other people, with our
family, our friends, school friends, or work colleagues. While indirect influences can be
through radio and television, by reading books, magazines, newspapers, and so on in other
ways. Each of us, especially in terms of our personality is the result of the interaction between
our genes and our social environment, because of this interaction, each person is unique, each
person has their own personality that is different from one another. If in the case of
individuals who have some of the same genes or the same social environment, interacting it
produces wide variations / differences in personality. Based on the above understanding, it
can be concluded that the social environment is an interaction or social relationship that has a
close relationship with everyday life.
Types of Social Environment:
Primary Social Environment
One type of social environment where there is a close relationship between one member and
another who knows each other well.
Secondary Social Environment
is one type of social environment that has a relationship between one member and another
member that has a distance or is less familiar.
Social environmental factors:
Social grouping
It is the various kinds of people who form alliances or social groupings based on genealogical
relationships, such as nuclear or batih families, clans or clans, tribes and others.
Social structuring
Social arrangements are needed to regulate the order of life in a society that unites more than
one person. The arrangement can be in the form of rules as a common guideline in mobilizing
cooperation and daily relationships between its members. Each person must be clear about his
or her position and the roles to be performed, and know what to give and what can be
expected from the other party.
Social institutions
Most social institutions are developed based on the need to control the residential
environment, which is very important for the survival of the community concerned. Rules are
developed to exclude people who are not members of the social unit.
Social Needs
It can be said that a social environment is formed because of the desire of humans to fulfill
their respective needs. Because as social creatures, it is clear that not all of their life needs can
be met by themselves, especially the problem of social needs such as the need for interaction
with others.
Social Environment
The cultural environment is the environment formed by human activities, such as cultural
landscapes in rural areas, forests, urban areas and cities, fixed archaeological structures on
land or water, constructions and built environments of various ages, along with bridges, roads,
power and industrial lines, and port areas. On the one hand, the cultural environment is a non-
renewable resource, on the other hand, the cultural environment is in a constant state of
renewal and development. When changing and developing a valuable cultural environment or
creating a new cultural environment or part of it, the values of the existing environment are a
good starting point. What is lost once in the cultural environment, will remain lost forever.
Definition of cultural environment according to experts, among others:
Open Education Sociology Dictionary, Cultural environment is the social behaviors, norms,
and values that people use to understand and explain their physical and social environment.
Parment, A (2014), In terms of cultural environment, there are significant differences
between countries, and also within country or market borders, for example, between
metropolitan and rural areas.
Concept of Cultural Environment
The environment shows traces of human activity and interaction with nature, from
prehistoric times to modern times. Landscapes of different types and ages, the built
environment and archaeological remains make up what is known as the cultural
environment.
The concept of cultural environment is often associated with positive images related to
history. The cultural environment shows traces from prehistoric times to modern times.
Therefore, its temporal dimension is very broad.
Values placed on the cultural environment are specific to a particular culture, time and
place. These values may vary depending on the time period. Also, places that we may not
want to see or remember are part of the cultural environment.
Cultural environments have significant social and cultural value. Some cultural environments
are protected or defined as particularly valuable. The cultural environment also contains
intangible values. It can be seen as the basis for the collective memory and identity of
communities and people. Everyone has the right to a good cultural environment, and we are
all responsible for safeguarding it. The layers and continuity of our environment allow people
to be oriented, understand the present time and build the future.
Global Marketing
Global marketing is a step for a company to enter the global market. In this era of
globalization, a company is required to carry out global marketing so that it is not left behind
by other companies that have traded internationally and the company is able to compete. In
addition to achieving company goals in financial terms, marketing can also make an entrance
for importers in meeting the demand for goods that are not available in their country. A global
marketing strategy can be defined as one of the ways companies want to compete in the world
enter the global business by influencing customers from abroad and on an international scale
to be interested in the products they produce.
Keegan (1995) defines it as the process of focusing the resources (people, money and physical
assets) and objectives of an organization to seize opportunities and respond to global market
threats.
In his book, Griffin and Pustay (1996) assert that in developing a global marketing strategy
there are seven key factors to consider, namely:
Standardization or customization
Laws and regulations that apply in a country
Economic factors
Currency exchange rate
Target offense
Cultural influence
Competition
Based on these key factors, companies can know what to do in conducting global marketing
including what steps can be taken to be more effective in conducting global marketing.
Research Methods
This research is a research using the literature study method or literature review. A literature
review is a comprehensive overview of research that has been done on a specific topic to
show readers what is already known about the topic and what is not yet known, to find
rationales for research that has been done or for further research ideas (Denney & Tewksbury,
2013). Literature studies can be obtained from various sources including journals, books,
documentation, the internet and libraries. The literature study method is a series of activities
related to library data collection methods, reading and recording, and processing writing
materials (Zed, 2008 in Nursalam, 2016). The type of writing used is a literature review study
that focuses on the results of writing related to the writing topic or variable. The author
conducts this literature study after determining the topic of writing and determining the
formulation of the problem, before going to the field to collect the necessary data (Darmadi,
2011 in Nursalam, 2016).
Results and Discussion
Both the differences and similarities in the world's cultural characteristics cause the task of
global marketers to be twofold: First, marketers must learn and understand the culture of the
countries in which they will be doing business. Second, they must incorporate this
understanding into the planning process. In some instances, marketing strategies and
programs must be adapted; however, marketers should also take advantage of cultural
characteristics and avoid unnecessary and costly adjustments to the marketing mix.
Any systematic study of a new market geography requires a combination of a settled mind
and generosity. However, marketers must also feel secure in their own beliefs and traditions,
while generosity is needed to maintain the values of wholeness and other ways of life and
other values based on the point of view of others. in other words, overcoming negative
prejudices that are a natural result and human tendency towards ethnocentrism. Although
"culture shock" is a normal human reaction to something new and unfamiliar, successful
global marketers always strive to understand people's life experiences from a local
perspective.
One of the reasons that cultural factors are challenging for global marketers is that many of
them are hidden from view. Since culture is a learned behavior and is passed down from
generation to generation, it can be difficult for less experienced or untrained entrants to
understand. As they strive to understand cultural factors, immigrants gradually become
insiders and develop cultural empathy. There are many different paths to achieve the same
goals in life. Global marketers understand this and rejoice in the diversity of life.
The role of culture is very important in international marketing activities. Because culture is
used as an identity in interacting with international society. In international marketers we
must know the influence of culture and must prepare ourselves to face the challenges that will
be faced due to this cultural aspect. In a global society, there is still an assumption from social
groups that their group is the most superior or what we usually call ethnocentrism.
Ethnocentrism has both positive and negative impacts in a multicultural society. The way to
overcome ethnocentrism in global marketing multiculturalism is to explore or 'experience'
other people's cultures.
Because we will make the global community a market share that must be maximized for its
market potential. By not denigrating other people's cultures, but rather abiding by customs
The customs of the place where it will be targeted as a market share. So that the identity of
each group is not lost and can also still maintain the association of global society. This is
because each region and border has a different culture. So that in making products, culture is
one of the factors that will affect the characteristics of these products.
This is also based on purchasing behavior and consumer needs driven by cultural norms.
Cultural background also influences consumers in processing information and factors that
motivate consumers in making purchases. Companies doing global business mean dealing
with consumers, strategic partners, distributors and competitors with different cultural
mindsets.
Conclusions
International marketers play an important and arguably even influential role in affecting the
pace of change around the world. This is most obvious in food but concerns practically all
industries, especially consumer products. Soap and detergent manufacturers have changed
washing habits, the electronics industry has changed entertainment patterns, and clothing
marketers have changed style, and so on. In industrial products, culture has influenced
product characteristics and demand, but even more important is the influence on the
marketing process, especially in the way business is conducted.
International marketers have learned to rely on people who know and understand local
customs and attitudes for marketing expertise. This research is a study using the literature
review method. A literature review is a comprehensive overview of research that has been
done on a specific topic to show readers what is known about the topic and what is not yet
known, to find rationales for research that has already been done or for further research ideas.
The type of writing used is a literature review study that focuses on the results of writing
related to the writing topic or variable. The author conducted this literature study after
determining the topic of writing and determining the formulation of the problem, before going
to the field to collect the necessary data. Any systematic study of a new market geography
requires a combination of an established mind and generosity.
The role of culture is very important in international marketing activities. Because culture is
used as an identity in interacting with international society. In international marketers, we
must know the influence of culture and must prepare ourselves for it face the challenges that
will be faced due to this cultural aspect. In a global society, there is still an assumption from
social groups that their group is the most superior or what we usually call ethnocentrism.
Ethnocentrism has both positive and negative impacts in a multicultural society. The way to
overcome ethnocentrism in global marketing multiculturalism is to explore or 'experience'
other people's cultures.
Theoretical Overview of Cultural Environment
The social environment is an area where various kinds of social interactions take place
between various groups and their institutions with established symbols and values and norms,
as well as related to the natural environment and the built or artificial environment
(spatial).The social environment is an area where various kinds of social interactions take
place between various groups and their institutions with established symbols and values and
norms, as well as related to the natural environment and the built or artificial environment
(spatial).
According to Sartain in Dalyono's book, the social environment is all other people or humans
who influence us. Direct influences such as in daily interactions with other people, with our
family, our friends, school friends, or work colleagues. While indirect influences can be
through radio and television, by reading books, magazines, newspapers, and so on in other
ways. Each of us, especially in terms of our personality is the result of the interaction between
our genes and our social environment, because of this interaction, each person is unique, each
person has their own personality that is different from one another. If in the case of
individuals who have some of the same genes or the same social environment, interacting it
produces wide variations / differences in personality. Based on the above understanding, it
can be concluded that the social environment is an interaction or social relationship that has a
close relationship with everyday life.
Types of Social Environment:
Primary Social Environment
One type of social environment where there is a close relationship between one member and
another who knows each other well.
Secondary Social Environment
is one type of social environment that has a relationship between one member and another
member that has a distance or is less familiar.
Social environmental factors:
Social grouping
It is the various kinds of people who form alliances or social groupings based on genealogical
relationships, such as nuclear or batih families, clans or clans, tribes and others.
Social structuring
Social arrangements are needed to regulate the order of life in a society that unites more than
one person. The arrangement can be in the form of rules as a common guideline in mobilizing
cooperation and daily relationships between its members. Each person must be clear about his
or her position and the roles to be performed, and know what to give and what can be
expected from the other party.
Social institutions
Most social institutions are developed based on the need to control the residential
environment, which is very important for the survival of the community concerned. Rules are
developed to exclude people who are not members of the social unit.
Social Needs
It can be said that a social environment is formed because of the desire of humans to fulfill
their respective needs. Because as social creatures, it is clear that not all of their life needs can
be met by themselves, especially the problem of social needs such as the need for interaction
with others.
Social Environment
The cultural environment is the environment formed by human activities, such as cultural
landscapes in rural areas, forests, urban areas and cities, fixed archaeological structures on
land or water, constructions and built environments of various ages, along with bridges, roads,
power and industrial lines, and port areas. On the one hand, the cultural environment is a non-
renewable resource, on the other hand, the cultural environment is in a constant state of
renewal and development. When changing and developing a valuable cultural environment or
creating a new cultural environment or part of it, the values of the existing environment are a
good starting point. What is lost once in the cultural environment, will remain lost forever.
Definition of cultural environment according to experts, among others:
Open Education Sociology Dictionary, Cultural environment is the social behaviors, norms,
and values that people use to understand and explain their physical and social environment.
Parment, A (2014), In terms of cultural environment, there are significant differences
between countries, and also within country or market borders, for example, between
metropolitan and rural areas.
Concept of Cultural Environment
The environment shows traces of human activity and interaction with nature, from
prehistoric times to modern times. Landscapes of different types and ages, the built
environment and archaeological remains make up what is known as the cultural
environment.
The concept of cultural environment is often associated with positive images related to
history. The cultural environment shows traces from prehistoric times to modern times.
Therefore, its temporal dimension is very broad.
Values placed on the cultural environment are specific to a particular culture, time and
place. These values may vary depending on the time period. Also, places that we may not
want to see or remember are part of the cultural environment.
Cultural environments have significant social and cultural value. Some cultural environments
are protected or defined as particularly valuable. The cultural environment also contains
intangible values. It can be seen as the basis for the collective memory and identity of
communities and people. Everyone has the right to a good cultural environment, and we are
all responsible for safeguarding it. The layers and continuity of our environment allow people
to be oriented, understand the present time and build the future.
Global Marketing
Global marketing is a step for a company to enter the global market. In this era of
globalization, a company is required to carry out global marketing so that it is not left behind
by other companies that have traded internationally and the company is able to compete. In
addition to achieving company goals in financial terms, marketing can also make an entrance
for importers in meeting the demand for goods that are not available in their country. A global
marketing strategy can be defined as one of the ways companies want to compete in the world
enter the global business by influencing customers from abroad and on an international scale
to be interested in the products they produce.
Keegan (1995) defines it as the process of focusing the resources (people, money and physical
assets) and objectives of an organization to seize opportunities and respond to global market
threats.
In his book, Griffin and Pustay (1996) assert that in developing a global marketing strategy
there are seven key factors to consider, namely:
Standardization or customization
Laws and regulations that apply in a country
Economic factors
Currency exchange rate
Target offense
Cultural influence
Competition
Based on these key factors, companies can know what to do in conducting global marketing
including what steps can be taken to be more effective in conducting global marketing.
Research Methods
This research is a research using the literature study method or literature review. A literature
review is a comprehensive overview of research that has been done on a specific topic to
show readers what is already known about the topic and what is not yet known, to find
rationales for research that has been done or for further research ideas (Denney & Tewksbury,
2013). Literature studies can be obtained from various sources including journals, books,
documentation, the internet and libraries. The literature study method is a series of activities
related to library data collection methods, reading and recording, and processing writing
materials (Zed, 2008 in Nursalam, 2016). The type of writing used is a literature review study
that focuses on the results of writing related to the writing topic or variable. The author
conducts this literature study after determining the topic of writing and determining the
formulation of the problem, before going to the field to collect the necessary data (Darmadi,
2011 in Nursalam, 2016).
Results and Discussion
Both the differences and similarities in the world's cultural characteristics cause the task of
global marketers to be twofold: First, marketers must learn and understand the culture of the
countries in which they will be doing business. Second, they must incorporate this
understanding into the planning process. In some instances, marketing strategies and
programs must be adapted; however, marketers should also take advantage of cultural
characteristics and avoid unnecessary and costly adjustments to the marketing mix.
Any systematic study of a new market geography requires a combination of a settled mind
and generosity. However, marketers must also feel secure in their own beliefs and traditions,
while generosity is needed to maintain the values of wholeness and other ways of life and
other values based on the point of view of others. in other words, overcoming negative
prejudices that are a natural result and human tendency towards ethnocentrism. Although
"culture shock" is a normal human reaction to something new and unfamiliar, successful
global marketers always strive to understand people's life experiences from a local
perspective.
One of the reasons that cultural factors are challenging for global marketers is that many of
them are hidden from view. Since culture is a learned behavior and is passed down from
generation to generation, it can be difficult for less experienced or untrained entrants to
understand. As they strive to understand cultural factors, immigrants gradually become
insiders and develop cultural empathy. There are many different paths to achieve the same
goals in life. Global marketers understand this and rejoice in the diversity of life.
The role of culture is very important in international marketing activities. Because culture is
used as an identity in interacting with international society. In international marketers we
must know the influence of culture and must prepare ourselves to face the challenges that will
be faced due to this cultural aspect. In a global society, there is still an assumption from social
groups that their group is the most superior or what we usually call ethnocentrism.
Ethnocentrism has both positive and negative impacts in a multicultural society. The way to
overcome ethnocentrism in global marketing multiculturalism is to explore or 'experience'
other people's cultures.
Because we will make the global community a market share that must be maximized for its
market potential. By not denigrating other people's cultures, but rather abiding by customs
The customs of the place where it will be targeted as a market share. So that the identity of
each group is not lost and can also still maintain the association of global society. This is
because each region and border has a different culture. So that in making products, culture is
one of the factors that will affect the characteristics of these products.
This is also based on purchasing behavior and consumer needs driven by cultural norms.
Cultural background also influences consumers in processing information and factors that
motivate consumers in making purchases. Companies doing global business mean dealing
with consumers, strategic partners, distributors and competitors with different cultural
mindsets.
Conclusions
International marketers play an important and arguably even influential role in affecting the
pace of change around the world. This is most obvious in food but concerns practically all
industries, especially consumer products. Soap and detergent manufacturers have changed
washing habits, the electronics industry has changed entertainment patterns, and clothing
marketers have changed style, and so on. In industrial products, culture has influenced
product characteristics and demand, but even more important is the influence on the
marketing process, especially in the way business is conducted.
International marketers have learned to rely on people who know and understand local
customs and attitudes for marketing expertise. This research is a study using the literature
review method. A literature review is a comprehensive overview of research that has been
done on a specific topic to show readers what is known about the topic and what is not yet
known, to find rationales for research that has already been done or for further research ideas.
The type of writing used is a literature review study that focuses on the results of writing
related to the writing topic or variable. The author conducted this literature study after
determining the topic of writing and determining the formulation of the problem, before going
to the field to collect the necessary data. Any systematic study of a new market geography
requires a combination of an established mind and generosity.
The role of culture is very important in international marketing activities. Because culture is
used as an identity in interacting with international society. In international marketers, we
must know the influence of culture and must prepare ourselves for it face the challenges that
will be faced due to this cultural aspect. In a global society, there is still an assumption from
social groups that their group is the most superior or what we usually call ethnocentrism.
Ethnocentrism has both positive and negative impacts in a multicultural society. The way to
overcome ethnocentrism in global marketing multiculturalism is to explore or 'experience'
other people's cultures.
Theoretical Overview of Cultural Environment
The social environment is an area where various kinds of social interactions take place
between various groups and their institutions with established symbols and values and norms,
as well as related to the natural environment and the built or artificial environment
(spatial).The social environment is an area where various kinds of social interactions take
place between various groups and their institutions with established symbols and values and
norms, as well as related to the natural environment and the built or artificial environment
(spatial).
According to Sartain in Dalyono's book, the social environment is all other people or humans
who influence us. Direct influences such as in daily interactions with other people, with our
family, our friends, school friends, or work colleagues. While indirect influences can be
through radio and television, by reading books, magazines, newspapers, and so on in other
ways. Each of us, especially in terms of our personality is the result of the interaction between
our genes and our social environment, because of this interaction, each person is unique, each
person has their own personality that is different from one another. If in the case of
individuals who have some of the same genes or the same social environment, interacting it
produces wide variations / differences in personality. Based on the above understanding, it
can be concluded that the social environment is an interaction or social relationship that has a
close relationship with everyday life.
Types of Social Environment:
Primary Social Environment
One type of social environment where there is a close relationship between one member and
another who knows each other well.
Secondary Social Environment
is one type of social environment that has a relationship between one member and another
member that has a distance or is less familiar.
Social environmental factors:
Social grouping
It is the various kinds of people who form alliances or social groupings based on genealogical
relationships, such as nuclear or batih families, clans or clans, tribes and others.
Social structuring
Social arrangements are needed to regulate the order of life in a society that unites more than
one person. The arrangement can be in the form of rules as a common guideline in mobilizing
cooperation and daily relationships between its members. Each person must be clear about his
or her position and the roles to be performed, and know what to give and what can be
expected from the other party.
Social institutions
Most social institutions are developed based on the need to control the residential
environment, which is very important for the survival of the community concerned. Rules are
developed to exclude people who are not members of the social unit.
Social Needs
It can be said that a social environment is formed because of the desire of humans to fulfill
their respective needs. Because as social creatures, it is clear that not all of their life needs can
be met by themselves, especially the problem of social needs such as the need for interaction
with others.
Social Environment
The cultural environment is the environment formed by human activities, such as cultural
landscapes in rural areas, forests, urban areas and cities, fixed archaeological structures on
land or water, constructions and built environments of various ages, along with bridges, roads,
power and industrial lines, and port areas. On the one hand, the cultural environment is a non-
renewable resource, on the other hand, the cultural environment is in a constant state of
renewal and development. When changing and developing a valuable cultural environment or
creating a new cultural environment or part of it, the values of the existing environment are a
good starting point. What is lost once in the cultural environment, will remain lost forever.
Definition of cultural environment according to experts, among others:
Open Education Sociology Dictionary, Cultural environment is the social behaviors, norms,
and values that people use to understand and explain their physical and social environment.
Parment, A (2014), In terms of cultural environment, there are significant differences
between countries, and also within country or market borders, for example, between
metropolitan and rural areas.
Concept of Cultural Environment
The environment shows traces of human activity and interaction with nature, from
prehistoric times to modern times. Landscapes of different types and ages, the built
environment and archaeological remains make up what is known as the cultural
environment.
The concept of cultural environment is often associated with positive images related to
history. The cultural environment shows traces from prehistoric times to modern times.
Therefore, its temporal dimension is very broad.
Values placed on the cultural environment are specific to a particular culture, time and
place. These values may vary depending on the time period. Also, places that we may not
want to see or remember are part of the cultural environment.
Cultural environments have significant social and cultural value. Some cultural environments
are protected or defined as particularly valuable. The cultural environment also contains
intangible values. It can be seen as the basis for the collective memory and identity of
communities and people. Everyone has the right to a good cultural environment, and we are
all responsible for safeguarding it. The layers and continuity of our environment allow people
to be oriented, understand the present time and build the future.
Global Marketing
Global marketing is a step for a company to enter the global market. In this era of
globalization, a company is required to carry out global marketing so that it is not left behind
by other companies that have traded internationally and the company is able to compete. In
addition to achieving company goals in financial terms, marketing can also make an entrance
for importers in meeting the demand for goods that are not available in their country. A global
marketing strategy can be defined as one of the ways companies want to compete in the world
enter the global business by influencing customers from abroad and on an international scale
to be interested in the products they produce.
Keegan (1995) defines it as the process of focusing the resources (people, money and physical
assets) and objectives of an organization to seize opportunities and respond to global market
threats.
In his book, Griffin and Pustay (1996) assert that in developing a global marketing strategy
there are seven key factors to consider, namely:
Standardization or customization
Laws and regulations that apply in a country
Economic factors
Currency exchange rate
Target offense
Cultural influence
Competition
Based on these key factors, companies can know what to do in conducting global marketing
including what steps can be taken to be more effective in conducting global marketing.
Research Methods
This research is a research using the literature study method or literature review. A literature
review is a comprehensive overview of research that has been done on a specific topic to
show readers what is already known about the topic and what is not yet known, to find
rationales for research that has been done or for further research ideas (Denney & Tewksbury,
2013). Literature studies can be obtained from various sources including journals, books,
documentation, the internet and libraries. The literature study method is a series of activities
related to library data collection methods, reading and recording, and processing writing
materials (Zed, 2008 in Nursalam, 2016). The type of writing used is a literature review study
that focuses on the results of writing related to the writing topic or variable. The author
conducts this literature study after determining the topic of writing and determining the
formulation of the problem, before going to the field to collect the necessary data (Darmadi,
2011 in Nursalam, 2016).
Results and Discussion
Both the differences and similarities in the world's cultural characteristics cause the task of
global marketers to be twofold: First, marketers must learn and understand the culture of the
countries in which they will be doing business. Second, they must incorporate this
understanding into the planning process. In some instances, marketing strategies and
programs must be adapted; however, marketers should also take advantage of cultural
characteristics and avoid unnecessary and costly adjustments to the marketing mix.
Any systematic study of a new market geography requires a combination of a settled mind
and generosity. However, marketers must also feel secure in their own beliefs and traditions,
while generosity is needed to maintain the values of wholeness and other ways of life and
other values based on the point of view of others. in other words, overcoming negative
prejudices that are a natural result and human tendency towards ethnocentrism. Although
"culture shock" is a normal human reaction to something new and unfamiliar, successful
global marketers always strive to understand people's life experiences from a local
perspective.
One of the reasons that cultural factors are challenging for global marketers is that many of
them are hidden from view. Since culture is a learned behavior and is passed down from
generation to generation, it can be difficult for less experienced or untrained entrants to
understand. As they strive to understand cultural factors, immigrants gradually become
insiders and develop cultural empathy. There are many different paths to achieve the same
goals in life. Global marketers understand this and rejoice in the diversity of life.
The role of culture is very important in international marketing activities. Because culture is
used as an identity in interacting with international society. In international marketers we
must know the influence of culture and must prepare ourselves to face the challenges that will
be faced due to this cultural aspect. In a global society, there is still an assumption from social
groups that their group is the most superior or what we usually call ethnocentrism.
Ethnocentrism has both positive and negative impacts in a multicultural society. The way to
overcome ethnocentrism in global marketing multiculturalism is to explore or 'experience'
other people's cultures.
Because we will make the global community a market share that must be maximized for its
market potential. By not denigrating other people's cultures, but rather abiding by customs
The customs of the place where it will be targeted as a market share. So that the identity of
each group is not lost and can also still maintain the association of global society. This is
because each region and border has a different culture. So that in making products, culture is
one of the factors that will affect the characteristics of these products.
This is also based on purchasing behavior and consumer needs driven by cultural norms.
Cultural background also influences consumers in processing information and factors that
motivate consumers in making purchases. Companies doing global business mean dealing
with consumers, strategic partners, distributors and competitors with different cultural
mindsets.
Conclusions
International marketers play an important and arguably even influential role in affecting the
pace of change around the world. This is most obvious in food but concerns practically all
industries, especially consumer products. Soap and detergent manufacturers have changed
washing habits, the electronics industry has changed entertainment patterns, and clothing
marketers have changed style, and so on. In industrial products, culture has influenced
product characteristics and demand, but even more important is the influence on the
marketing process, especially in the way business is conducted.
International marketers have learned to rely on people who know and understand local
customs and attitudes for marketing expertise. This research is a study using the literature
review method. A literature review is a comprehensive overview of research that has been
done on a specific topic to show readers what is known about the topic and what is not yet
known, to find rationales for research that has already been done or for further research ideas.
The type of writing used is a literature review study that focuses on the results of writing
related to the writing topic or variable. The author conducted this literature study after
determining the topic of writing and determining the formulation of the problem, before going
to the field to collect the necessary data. Any systematic study of a new market geography
requires a combination of an established mind and generosity.
The role of culture is very important in international marketing activities. Because culture is
used as an identity in interacting with international society. In international marketers, we
must know the influence of culture and must prepare ourselves for it face the challenges that
will be faced due to this cultural aspect. In a global society, there is still an assumption from
social groups that their group is the most superior or what we usually call ethnocentrism.
Ethnocentrism has both positive and negative impacts in a multicultural society. The way to
overcome ethnocentrism in global marketing multiculturalism is to explore or 'experience'
other people's cultures.
Theoretical Overview of Cultural Environment
The social environment is an area where various kinds of social interactions take place
between various groups and their institutions with established symbols and values and norms,
as well as related to the natural environment and the built or artificial environment
(spatial).The social environment is an area where various kinds of social interactions take
place between various groups and their institutions with established symbols and values and
norms, as well as related to the natural environment and the built or artificial environment
(spatial).
According to Sartain in Dalyono's book, the social environment is all other people or humans
who influence us. Direct influences such as in daily interactions with other people, with our
family, our friends, school friends, or work colleagues. While indirect influences can be
through radio and television, by reading books, magazines, newspapers, and so on in other
ways. Each of us, especially in terms of our personality is the result of the interaction between
our genes and our social environment, because of this interaction, each person is unique, each
person has their own personality that is different from one another. If in the case of
individuals who have some of the same genes or the same social environment, interacting it
produces wide variations / differences in personality. Based on the above understanding, it
can be concluded that the social environment is an interaction or social relationship that has a
close relationship with everyday life.
Types of Social Environment:
Primary Social Environment
One type of social environment where there is a close relationship between one member and
another who knows each other well.
Secondary Social Environment
is one type of social environment that has a relationship between one member and another
member that has a distance or is less familiar.
Social environmental factors:
Social grouping
It is the various kinds of people who form alliances or social groupings based on genealogical
relationships, such as nuclear or batih families, clans or clans, tribes and others.
Social structuring
Social arrangements are needed to regulate the order of life in a society that unites more than
one person. The arrangement can be in the form of rules as a common guideline in mobilizing
cooperation and daily relationships between its members. Each person must be clear about his
or her position and the roles to be performed, and know what to give and what can be
expected from the other party.
Social institutions
Most social institutions are developed based on the need to control the residential
environment, which is very important for the survival of the community concerned. Rules are
developed to exclude people who are not members of the social unit.
Social Needs
It can be said that a social environment is formed because of the desire of humans to fulfill
their respective needs. Because as social creatures, it is clear that not all of their life needs can
be met by themselves, especially the problem of social needs such as the need for interaction
with others.
Social Environment
The cultural environment is the environment formed by human activities, such as cultural
landscapes in rural areas, forests, urban areas and cities, fixed archaeological structures on
land or water, constructions and built environments of various ages, along with bridges, roads,
power and industrial lines, and port areas. On the one hand, the cultural environment is a non-
renewable resource, on the other hand, the cultural environment is in a constant state of
renewal and development. When changing and developing a valuable cultural environment or
creating a new cultural environment or part of it, the values of the existing environment are a
good starting point. What is lost once in the cultural environment, will remain lost forever.
Definition of cultural environment according to experts, among others:
Open Education Sociology Dictionary, Cultural environment is the social behaviors, norms,
and values that people use to understand and explain their physical and social environment.
Parment, A (2014), In terms of cultural environment, there are significant differences
between countries, and also within country or market borders, for example, between
metropolitan and rural areas.
Concept of Cultural Environment
The environment shows traces of human activity and interaction with nature, from
prehistoric times to modern times. Landscapes of different types and ages, the built
environment and archaeological remains make up what is known as the cultural
environment.
The concept of cultural environment is often associated with positive images related to
history. The cultural environment shows traces from prehistoric times to modern times.
Therefore, its temporal dimension is very broad.
Values placed on the cultural environment are specific to a particular culture, time and
place. These values may vary depending on the time period. Also, places that we may not
want to see or remember are part of the cultural environment.
Cultural environments have significant social and cultural value. Some cultural environments
are protected or defined as particularly valuable. The cultural environment also contains
intangible values. It can be seen as the basis for the collective memory and identity of
communities and people. Everyone has the right to a good cultural environment, and we are
all responsible for safeguarding it. The layers and continuity of our environment allow people
to be oriented, understand the present time and build the future.
Global Marketing
Global marketing is a step for a company to enter the global market. In this era of
globalization, a company is required to carry out global marketing so that it is not left behind
by other companies that have traded internationally and the company is able to compete. In
addition to achieving company goals in financial terms, marketing can also make an entrance
for importers in meeting the demand for goods that are not available in their country. A global
marketing strategy can be defined as one of the ways companies want to compete in the world
enter the global business by influencing customers from abroad and on an international scale
to be interested in the products they produce.
Keegan (1995) defines it as the process of focusing the resources (people, money and physical
assets) and objectives of an organization to seize opportunities and respond to global market
threats.
In his book, Griffin and Pustay (1996) assert that in developing a global marketing strategy
there are seven key factors to consider, namely:
Standardization or customization
Laws and regulations that apply in a country
Economic factors
Currency exchange rate
Target offense
Cultural influence
Competition
Based on these key factors, companies can know what to do in conducting global marketing
including what steps can be taken to be more effective in conducting global marketing.
Research Methods
This research is a research using the literature study method or literature review. A literature
review is a comprehensive overview of research that has been done on a specific topic to
show readers what is already known about the topic and what is not yet known, to find
rationales for research that has been done or for further research ideas (Denney & Tewksbury,
2013). Literature studies can be obtained from various sources including journals, books,
documentation, the internet and libraries. The literature study method is a series of activities
related to library data collection methods, reading and recording, and processing writing
materials (Zed, 2008 in Nursalam, 2016). The type of writing used is a literature review study
that focuses on the results of writing related to the writing topic or variable. The author
conducts this literature study after determining the topic of writing and determining the
formulation of the problem, before going to the field to collect the necessary data (Darmadi,
2011 in Nursalam, 2016).
Results and Discussion
Both the differences and similarities in the world's cultural characteristics cause the task of
global marketers to be twofold: First, marketers must learn and understand the culture of the
countries in which they will be doing business. Second, they must incorporate this
understanding into the planning process. In some instances, marketing strategies and
programs must be adapted; however, marketers should also take advantage of cultural
characteristics and avoid unnecessary and costly adjustments to the marketing mix.
Any systematic study of a new market geography requires a combination of a settled mind
and generosity. However, marketers must also feel secure in their own beliefs and traditions,
while generosity is needed to maintain the values of wholeness and other ways of life and
other values based on the point of view of others. in other words, overcoming negative
prejudices that are a natural result and human tendency towards ethnocentrism. Although
"culture shock" is a normal human reaction to something new and unfamiliar, successful
global marketers always strive to understand people's life experiences from a local
perspective.
One of the reasons that cultural factors are challenging for global marketers is that many of
them are hidden from view. Since culture is a learned behavior and is passed down from
generation to generation, it can be difficult for less experienced or untrained entrants to
understand. As they strive to understand cultural factors, immigrants gradually become
insiders and develop cultural empathy. There are many different paths to achieve the same
goals in life. Global marketers understand this and rejoice in the diversity of life.
The role of culture is very important in international marketing activities. Because culture is
used as an identity in interacting with international society. In international marketers we
must know the influence of culture and must prepare ourselves to face the challenges that will
be faced due to this cultural aspect. In a global society, there is still an assumption from social
groups that their group is the most superior or what we usually call ethnocentrism.
Ethnocentrism has both positive and negative impacts in a multicultural society. The way to
overcome ethnocentrism in global marketing multiculturalism is to explore or 'experience'
other people's cultures.
Because we will make the global community a market share that must be maximized for its
market potential. By not denigrating other people's cultures, but rather abiding by customs
The customs of the place where it will be targeted as a market share. So that the identity of
each group is not lost and can also still maintain the association of global society. This is
because each region and border has a different culture. So that in making products, culture is
one of the factors that will affect the characteristics of these products.
This is also based on purchasing behavior and consumer needs driven by cultural norms.
Cultural background also influences consumers in processing information and factors that
motivate consumers in making purchases. Companies doing global business mean dealing
with consumers, strategic partners, distributors and competitors with different cultural
mindsets.
Conclusions
International marketers play an important and arguably even influential role in affecting the
pace of change around the world. This is most obvious in food but concerns practically all
industries, especially consumer products. Soap and detergent manufacturers have changed
washing habits, the electronics industry has changed entertainment patterns, and clothing
marketers have changed style, and so on. In industrial products, culture has influenced
product characteristics and demand, but even more important is the influence on the
marketing process, especially in the way business is conducted.
International marketers have learned to rely on people who know and understand local
customs and attitudes for marketing expertise. This research is a study using the literature
review method. A literature review is a comprehensive overview of research that has been
done on a specific topic to show readers what is known about the topic and what is not yet
known, to find rationales for research that has already been done or for further research ideas.
The type of writing used is a literature review study that focuses on the results of writing
related to the writing topic or variable. The author conducted this literature study after
determining the topic of writing and determining the formulation of the problem, before going
to the field to collect the necessary data. Any systematic study of a new market geography
requires a combination of an established mind and generosity.
The role of culture is very important in international marketing activities. Because culture is
used as an identity in interacting with international society. In international marketers, we
must know the influence of culture and must prepare ourselves for it face the challenges that
will be faced due to this cultural aspect. In a global society, there is still an assumption from
social groups that their group is the most superior or what we usually call ethnocentrism.
Ethnocentrism has both positive and negative impacts in a multicultural society. The way to
overcome ethnocentrism in global marketing multiculturalism is to explore or 'experience'
other people's cultures.
Theoretical Overview of Cultural Environment
The social environment is an area where various kinds of social interactions take place
between various groups and their institutions with established symbols and values and norms,
as well as related to the natural environment and the built or artificial environment
(spatial).The social environment is an area where various kinds of social interactions take
place between various groups and their institutions with established symbols and values and
norms, as well as related to the natural environment and the built or artificial environment
(spatial).
According to Sartain in Dalyono's book, the social environment is all other people or humans
who influence us. Direct influences such as in daily interactions with other people, with our
family, our friends, school friends, or work colleagues. While indirect influences can be
through radio and television, by reading books, magazines, newspapers, and so on in other
ways. Each of us, especially in terms of our personality is the result of the interaction between
our genes and our social environment, because of this interaction, each person is unique, each
person has their own personality that is different from one another. If in the case of
individuals who have some of the same genes or the same social environment, interacting it
produces wide variations / differences in personality. Based on the above understanding, it
can be concluded that the social environment is an interaction or social relationship that has a
close relationship with everyday life.
Types of Social Environment:
Primary Social Environment
One type of social environment where there is a close relationship between one member and
another who knows each other well.
Secondary Social Environment
is one type of social environment that has a relationship between one member and another
member that has a distance or is less familiar.
Social environmental factors:
Social grouping
It is the various kinds of people who form alliances or social groupings based on genealogical
relationships, such as nuclear or batih families, clans or clans, tribes and others.
Social structuring
Social arrangements are needed to regulate the order of life in a society that unites more than
one person. The arrangement can be in the form of rules as a common guideline in mobilizing
cooperation and daily relationships between its members. Each person must be clear about his
or her position and the roles to be performed, and know what to give and what can be
expected from the other party.
Social institutions
Most social institutions are developed based on the need to control the residential
environment, which is very important for the survival of the community concerned. Rules are
developed to exclude people who are not members of the social unit.
Social Needs
It can be said that a social environment is formed because of the desire of humans to fulfill
their respective needs. Because as social creatures, it is clear that not all of their life needs can
be met by themselves, especially the problem of social needs such as the need for interaction
with others.
Social Environment
The cultural environment is the environment formed by human activities, such as cultural
landscapes in rural areas, forests, urban areas and cities, fixed archaeological structures on
land or water, constructions and built environments of various ages, along with bridges, roads,
power and industrial lines, and port areas. On the one hand, the cultural environment is a non-
renewable resource, on the other hand, the cultural environment is in a constant state of
renewal and development. When changing and developing a valuable cultural environment or
creating a new cultural environment or part of it, the values of the existing environment are a
good starting point. What is lost once in the cultural environment, will remain lost forever.
Definition of cultural environment according to experts, among others:
Open Education Sociology Dictionary, Cultural environment is the social behaviors, norms,
and values that people use to understand and explain their physical and social environment.
Parment, A (2014), In terms of cultural environment, there are significant differences
between countries, and also within country or market borders, for example, between
metropolitan and rural areas.
Concept of Cultural Environment
The environment shows traces of human activity and interaction with nature, from
prehistoric times to modern times. Landscapes of different types and ages, the built
environment and archaeological remains make up what is known as the cultural
environment.
The concept of cultural environment is often associated with positive images related to
history. The cultural environment shows traces from prehistoric times to modern times.
Therefore, its temporal dimension is very broad.
Values placed on the cultural environment are specific to a particular culture, time and
place. These values may vary depending on the time period. Also, places that we may not
want to see or remember are part of the cultural environment.
Cultural environments have significant social and cultural value. Some cultural environments
are protected or defined as particularly valuable. The cultural environment also contains
intangible values. It can be seen as the basis for the collective memory and identity of
communities and people. Everyone has the right to a good cultural environment, and we are
all responsible for safeguarding it. The layers and continuity of our environment allow people
to be oriented, understand the present time and build the future.
Global Marketing
Global marketing is a step for a company to enter the global market. In this era of
globalization, a company is required to carry out global marketing so that it is not left behind
by other companies that have traded internationally and the company is able to compete. In
addition to achieving company goals in financial terms, marketing can also make an entrance
for importers in meeting the demand for goods that are not available in their country. A global
marketing strategy can be defined as one of the ways companies want to compete in the world
enter the global business by influencing customers from abroad and on an international scale
to be interested in the products they produce.
Keegan (1995) defines it as the process of focusing the resources (people, money and physical
assets) and objectives of an organization to seize opportunities and respond to global market
threats.
In his book, Griffin and Pustay (1996) assert that in developing a global marketing strategy
there are seven key factors to consider, namely:
Standardization or customization
Laws and regulations that apply in a country
Economic factors
Currency exchange rate
Target offense
Cultural influence
Competition
Based on these key factors, companies can know what to do in conducting global marketing
including what steps can be taken to be more effective in conducting global marketing.
Research Methods
This research is a research using the literature study method or literature review. A literature
review is a comprehensive overview of research that has been done on a specific topic to
show readers what is already known about the topic and what is not yet known, to find
rationales for research that has been done or for further research ideas (Denney & Tewksbury,
2013). Literature studies can be obtained from various sources including journals, books,
documentation, the internet and libraries. The literature study method is a series of activities
related to library data collection methods, reading and recording, and processing writing
materials (Zed, 2008 in Nursalam, 2016). The type of writing used is a literature review study
that focuses on the results of writing related to the writing topic or variable. The author
conducts this literature study after determining the topic of writing and determining the
formulation of the problem, before going to the field to collect the necessary data (Darmadi,
2011 in Nursalam, 2016).
Results and Discussion
Both the differences and similarities in the world's cultural characteristics cause the task of
global marketers to be twofold: First, marketers must learn and understand the culture of the
countries in which they will be doing business. Second, they must incorporate this
understanding into the planning process. In some instances, marketing strategies and
programs must be adapted; however, marketers should also take advantage of cultural
characteristics and avoid unnecessary and costly adjustments to the marketing mix.
Any systematic study of a new market geography requires a combination of a settled mind
and generosity. However, marketers must also feel secure in their own beliefs and traditions,
while generosity is needed to maintain the values of wholeness and other ways of life and
other values based on the point of view of others. in other words, overcoming negative
prejudices that are a natural result and human tendency towards ethnocentrism. Although
"culture shock" is a normal human reaction to something new and unfamiliar, successful
global marketers always strive to understand people's life experiences from a local
perspective.
One of the reasons that cultural factors are challenging for global marketers is that many of
them are hidden from view. Since culture is a learned behavior and is passed down from
generation to generation, it can be difficult for less experienced or untrained entrants to
understand. As they strive to understand cultural factors, immigrants gradually become
insiders and develop cultural empathy. There are many different paths to achieve the same
goals in life. Global marketers understand this and rejoice in the diversity of life.
The role of culture is very important in international marketing activities. Because culture is
used as an identity in interacting with international society. In international marketers we
must know the influence of culture and must prepare ourselves to face the challenges that will
be faced due to this cultural aspect. In a global society, there is still an assumption from social
groups that their group is the most superior or what we usually call ethnocentrism.
Ethnocentrism has both positive and negative impacts in a multicultural society. The way to
overcome ethnocentrism in global marketing multiculturalism is to explore or 'experience'
other people's cultures.
Because we will make the global community a market share that must be maximized for its
market potential. By not denigrating other people's cultures, but rather abiding by customs
The customs of the place where it will be targeted as a market share. So that the identity of
each group is not lost and can also still maintain the association of global society. This is
because each region and border has a different culture. So that in making products, culture is
one of the factors that will affect the characteristics of these products.
This is also based on purchasing behavior and consumer needs driven by cultural norms.
Cultural background also influences consumers in processing information and factors that
motivate consumers in making purchases. Companies doing global business mean dealing
with consumers, strategic partners, distributors and competitors with different cultural
mindsets.
Conclusions
International marketers play an important and arguably even influential role in affecting the
pace of change around the world. This is most obvious in food but concerns practically all
industries, especially consumer products. Soap and detergent manufacturers have changed
washing habits, the electronics industry has changed entertainment patterns, and clothing
marketers have changed style, and so on. In industrial products, culture has influenced
product characteristics and demand, but even more important is the influence on the
marketing process, especially in the way business is conducted.
International marketers have learned to rely on people who know and understand local
customs and attitudes for marketing expertise. This research is a study using the literature
review method. A literature review is a comprehensive overview of research that has been
done on a specific topic to show readers what is known about the topic and what is not yet
known, to find rationales for research that has already been done or for further research ideas.
The type of writing used is a literature review study that focuses on the results of writing
related to the writing topic or variable. The author conducted this literature study after
determining the topic of writing and determining the formulation of the problem, before going
to the field to collect the necessary data. Any systematic study of a new market geography
requires a combination of an established mind and generosity.
The role of culture is very important in international marketing activities. Because culture is
used as an identity in interacting with international society. In international marketers, we
must know the influence of culture and must prepare ourselves for it face the challenges that
will be faced due to this cultural aspect. In a global society, there is still an assumption from
social groups that their group is the most superior or what we usually call ethnocentrism.
Ethnocentrism has both positive and negative impacts in a multicultural society. The way to
overcome ethnocentrism in global marketing multiculturalism is to explore or 'experience'
other people's cultures.
Theoretical Overview of Cultural Environment
The social environment is an area where various kinds of social interactions take place
between various groups and their institutions with established symbols and values and norms,
as well as related to the natural environment and the built or artificial environment
(spatial).The social environment is an area where various kinds of social interactions take
place between various groups and their institutions with established symbols and values and
norms, as well as related to the natural environment and the built or artificial environment
(spatial).
According to Sartain in Dalyono's book, the social environment is all other people or humans
who influence us. Direct influences such as in daily interactions with other people, with our
family, our friends, school friends, or work colleagues. While indirect influences can be
through radio and television, by reading books, magazines, newspapers, and so on in other
ways. Each of us, especially in terms of our personality is the result of the interaction between
our genes and our social environment, because of this interaction, each person is unique, each
person has their own personality that is different from one another. If in the case of
individuals who have some of the same genes or the same social environment, interacting it
produces wide variations / differences in personality. Based on the above understanding, it
can be concluded that the social environment is an interaction or social relationship that has a
close relationship with everyday life.
Types of Social Environment:
Primary Social Environment
One type of social environment where there is a close relationship between one member and
another who knows each other well.
Secondary Social Environment
is one type of social environment that has a relationship between one member and another
member that has a distance or is less familiar.
Social environmental factors:
Social grouping
It is the various kinds of people who form alliances or social groupings based on genealogical
relationships, such as nuclear or batih families, clans or clans, tribes and others.
Social structuring
Social arrangements are needed to regulate the order of life in a society that unites more than
one person. The arrangement can be in the form of rules as a common guideline in mobilizing
cooperation and daily relationships between its members. Each person must be clear about his
or her position and the roles to be performed, and know what to give and what can be
expected from the other party.
Social institutions
Most social institutions are developed based on the need to control the residential
environment, which is very important for the survival of the community concerned. Rules are
developed to exclude people who are not members of the social unit.
Social Needs
It can be said that a social environment is formed because of the desire of humans to fulfill
their respective needs. Because as social creatures, it is clear that not all of their life needs can
be met by themselves, especially the problem of social needs such as the need for interaction
with others.
Social Environment
The cultural environment is the environment formed by human activities, such as cultural
landscapes in rural areas, forests, urban areas and cities, fixed archaeological structures on
land or water, constructions and built environments of various ages, along with bridges, roads,
power and industrial lines, and port areas. On the one hand, the cultural environment is a non-
renewable resource, on the other hand, the cultural environment is in a constant state of
renewal and development. When changing and developing a valuable cultural environment or
creating a new cultural environment or part of it, the values of the existing environment are a
good starting point. What is lost once in the cultural environment, will remain lost forever.
Definition of cultural environment according to experts, among others:
Open Education Sociology Dictionary, Cultural environment is the social behaviors, norms,
and values that people use to understand and explain their physical and social environment.
Parment, A (2014), In terms of cultural environment, there are significant differences
between countries, and also within country or market borders, for example, between
metropolitan and rural areas.
Concept of Cultural Environment
The environment shows traces of human activity and interaction with nature, from
prehistoric times to modern times. Landscapes of different types and ages, the built
environment and archaeological remains make up what is known as the cultural
environment.
The concept of cultural environment is often associated with positive images related to
history. The cultural environment shows traces from prehistoric times to modern times.
Therefore, its temporal dimension is very broad.
Values placed on the cultural environment are specific to a particular culture, time and
place. These values may vary depending on the time period. Also, places that we may not
want to see or remember are part of the cultural environment.
Cultural environments have significant social and cultural value. Some cultural environments
are protected or defined as particularly valuable. The cultural environment also contains
intangible values. It can be seen as the basis for the collective memory and identity of
communities and people. Everyone has the right to a good cultural environment, and we are
all responsible for safeguarding it. The layers and continuity of our environment allow people
to be oriented, understand the present time and build the future.
Global Marketing
Global marketing is a step for a company to enter the global market. In this era of
globalization, a company is required to carry out global marketing so that it is not left behind
by other companies that have traded internationally and the company is able to compete. In
addition to achieving company goals in financial terms, marketing can also make an entrance
for importers in meeting the demand for goods that are not available in their country. A global
marketing strategy can be defined as one of the ways companies want to compete in the world
enter the global business by influencing customers from abroad and on an international scale
to be interested in the products they produce.
Keegan (1995) defines it as the process of focusing the resources (people, money and physical
assets) and objectives of an organization to seize opportunities and respond to global market
threats.
In his book, Griffin and Pustay (1996) assert that in developing a global marketing strategy
there are seven key factors to consider, namely:
Standardization or customization
Laws and regulations that apply in a country
Economic factors
Currency exchange rate
Target offense
Cultural influence
Competition
Based on these key factors, companies can know what to do in conducting global marketing
including what steps can be taken to be more effective in conducting global marketing.
Research Methods
This research is a research using the literature study method or literature review. A literature
review is a comprehensive overview of research that has been done on a specific topic to
show readers what is already known about the topic and what is not yet known, to find
rationales for research that has been done or for further research ideas (Denney & Tewksbury,
2013). Literature studies can be obtained from various sources including journals, books,
documentation, the internet and libraries. The literature study method is a series of activities
related to library data collection methods, reading and recording, and processing writing
materials (Zed, 2008 in Nursalam, 2016). The type of writing used is a literature review study
that focuses on the results of writing related to the writing topic or variable. The author
conducts this literature study after determining the topic of writing and determining the
formulation of the problem, before going to the field to collect the necessary data (Darmadi,
2011 in Nursalam, 2016).
Results and Discussion
Both the differences and similarities in the world's cultural characteristics cause the task of
global marketers to be twofold: First, marketers must learn and understand the culture of the
countries in which they will be doing business. Second, they must incorporate this
understanding into the planning process. In some instances, marketing strategies and
programs must be adapted; however, marketers should also take advantage of cultural
characteristics and avoid unnecessary and costly adjustments to the marketing mix.
Any systematic study of a new market geography requires a combination of a settled mind
and generosity. However, marketers must also feel secure in their own beliefs and traditions,
while generosity is needed to maintain the values of wholeness and other ways of life and
other values based on the point of view of others. in other words, overcoming negative
prejudices that are a natural result and human tendency towards ethnocentrism. Although
"culture shock" is a normal human reaction to something new and unfamiliar, successful
global marketers always strive to understand people's life experiences from a local
perspective.
One of the reasons that cultural factors are challenging for global marketers is that many of
them are hidden from view. Since culture is a learned behavior and is passed down from
generation to generation, it can be difficult for less experienced or untrained entrants to
understand. As they strive to understand cultural factors, immigrants gradually become
insiders and develop cultural empathy. There are many different paths to achieve the same
goals in life. Global marketers understand this and rejoice in the diversity of life.
The role of culture is very important in international marketing activities. Because culture is
used as an identity in interacting with international society. In international marketers we
must know the influence of culture and must prepare ourselves to face the challenges that will
be faced due to this cultural aspect. In a global society, there is still an assumption from social
groups that their group is the most superior or what we usually call ethnocentrism.
Ethnocentrism has both positive and negative impacts in a multicultural society. The way to
overcome ethnocentrism in global marketing multiculturalism is to explore or 'experience'
other people's cultures.
Because we will make the global community a market share that must be maximized for its
market potential. By not denigrating other people's cultures, but rather abiding by customs
The customs of the place where it will be targeted as a market share. So that the identity of
each group is not lost and can also still maintain the association of global society. This is
because each region and border has a different culture. So that in making products, culture is
one of the factors that will affect the characteristics of these products.
This is also based on purchasing behavior and consumer needs driven by cultural norms.
Cultural background also influences consumers in processing information and factors that
motivate consumers in making purchases. Companies doing global business mean dealing
with consumers, strategic partners, distributors and competitors with different cultural
mindsets.
Conclusions
International marketers play an important and arguably even influential role in affecting the
pace of change around the world. This is most obvious in food but concerns practically all
industries, especially consumer products. Soap and detergent manufacturers have changed
washing habits, the electronics industry has changed entertainment patterns, and clothing
marketers have changed style, and so on. In industrial products, culture has influenced
product characteristics and demand, but even more important is the influence on the
marketing process, especially in the way business is conducted.
International marketers have learned to rely on people who know and understand local
customs and attitudes for marketing expertise. This research is a study using the literature
review method. A literature review is a comprehensive overview of research that has been
done on a specific topic to show readers what is known about the topic and what is not yet
known, to find rationales for research that has already been done or for further research ideas.
The type of writing used is a literature review study that focuses on the results of writing
related to the writing topic or variable. The author conducted this literature study after
determining the topic of writing and determining the formulation of the problem, before going
to the field to collect the necessary data. Any systematic study of a new market geography
requires a combination of an established mind and generosity.
The role of culture is very important in international marketing activities. Because culture is
used as an identity in interacting with international society. In international marketers, we
must know the influence of culture and must prepare ourselves for it face the challenges that
will be faced due to this cultural aspect. In a global society, there is still an assumption from
social groups that their group is the most superior or what we usually call ethnocentrism.
Ethnocentrism has both positive and negative impacts in a multicultural society. The way to
overcome ethnocentrism in global marketing multiculturalism is to explore or 'experience'
other people's cultures.
Theoretical Overview of Cultural Environment
The social environment is an area where various kinds of social interactions take place
between various groups and their institutions with established symbols and values and norms,
as well as related to the natural environment and the built or artificial environment
(spatial).The social environment is an area where various kinds of social interactions take
place between various groups and their institutions with established symbols and values and
norms, as well as related to the natural environment and the built or artificial environment
(spatial).
According to Sartain in Dalyono's book, the social environment is all other people or humans
who influence us. Direct influences such as in daily interactions with other people, with our
family, our friends, school friends, or work colleagues. While indirect influences can be
through radio and television, by reading books, magazines, newspapers, and so on in other
ways. Each of us, especially in terms of our personality is the result of the interaction between
our genes and our social environment, because of this interaction, each person is unique, each
person has their own personality that is different from one another. If in the case of
individuals who have some of the same genes or the same social environment, interacting it
produces wide variations / differences in personality. Based on the above understanding, it
can be concluded that the social environment is an interaction or social relationship that has a
close relationship with everyday life.
Types of Social Environment:
Primary Social Environment
One type of social environment where there is a close relationship between one member and
another who knows each other well.
Secondary Social Environment
is one type of social environment that has a relationship between one member and another
member that has a distance or is less familiar.
Social environmental factors:
Social grouping
It is the various kinds of people who form alliances or social groupings based on genealogical
relationships, such as nuclear or batih families, clans or clans, tribes and others.
Social structuring
Social arrangements are needed to regulate the order of life in a society that unites more than
one person. The arrangement can be in the form of rules as a common guideline in mobilizing
cooperation and daily relationships between its members. Each person must be clear about his
or her position and the roles to be performed, and know what to give and what can be
expected from the other party.
Social institutions
Most social institutions are developed based on the need to control the residential
environment, which is very important for the survival of the community concerned. Rules are
developed to exclude people who are not members of the social unit.
Social Needs
It can be said that a social environment is formed because of the desire of humans to fulfill
their respective needs. Because as social creatures, it is clear that not all of their life needs can
be met by themselves, especially the problem of social needs such as the need for interaction
with others.
Social Environment
The cultural environment is the environment formed by human activities, such as cultural
landscapes in rural areas, forests, urban areas and cities, fixed archaeological structures on
land or water, constructions and built environments of various ages, along with bridges, roads,
power and industrial lines, and port areas. On the one hand, the cultural environment is a non-
renewable resource, on the other hand, the cultural environment is in a constant state of
renewal and development. When changing and developing a valuable cultural environment or
creating a new cultural environment or part of it, the values of the existing environment are a
good starting point. What is lost once in the cultural environment, will remain lost forever.
Definition of cultural environment according to experts, among others:
Open Education Sociology Dictionary, Cultural environment is the social behaviors, norms,
and values that people use to understand and explain their physical and social environment.
Parment, A (2014), In terms of cultural environment, there are significant differences
between countries, and also within country or market borders, for example, between
metropolitan and rural areas.
Concept of Cultural Environment
The environment shows traces of human activity and interaction with nature, from
prehistoric times to modern times. Landscapes of different types and ages, the built
environment and archaeological remains make up what is known as the cultural
environment.
The concept of cultural environment is often associated with positive images related to
history. The cultural environment shows traces from prehistoric times to modern times.
Therefore, its temporal dimension is very broad.
Values placed on the cultural environment are specific to a particular culture, time and
place. These values may vary depending on the time period. Also, places that we may not
want to see or remember are part of the cultural environment.
Cultural environments have significant social and cultural value. Some cultural environments
are protected or defined as particularly valuable. The cultural environment also contains
intangible values. It can be seen as the basis for the collective memory and identity of
communities and people. Everyone has the right to a good cultural environment, and we are
all responsible for safeguarding it. The layers and continuity of our environment allow people
to be oriented, understand the present time and build the future.
Global Marketing
Global marketing is a step for a company to enter the global market. In this era of
globalization, a company is required to carry out global marketing so that it is not left behind
by other companies that have traded internationally and the company is able to compete. In
addition to achieving company goals in financial terms, marketing can also make an entrance
for importers in meeting the demand for goods that are not available in their country. A global
marketing strategy can be defined as one of the ways companies want to compete in the world
enter the global business by influencing customers from abroad and on an international scale
to be interested in the products they produce.
Keegan (1995) defines it as the process of focusing the resources (people, money and physical
assets) and objectives of an organization to seize opportunities and respond to global market
threats.
In his book, Griffin and Pustay (1996) assert that in developing a global marketing strategy
there are seven key factors to consider, namely:
Standardization or customization
Laws and regulations that apply in a country
Economic factors
Currency exchange rate
Target offense
Cultural influence
Competition
Based on these key factors, companies can know what to do in conducting global marketing
including what steps can be taken to be more effective in conducting global marketing.
Research Methods
This research is a research using the literature study method or literature review. A literature
review is a comprehensive overview of research that has been done on a specific topic to
show readers what is already known about the topic and what is not yet known, to find
rationales for research that has been done or for further research ideas (Denney & Tewksbury,
2013). Literature studies can be obtained from various sources including journals, books,
documentation, the internet and libraries. The literature study method is a series of activities
related to library data collection methods, reading and recording, and processing writing
materials (Zed, 2008 in Nursalam, 2016). The type of writing used is a literature review study
that focuses on the results of writing related to the writing topic or variable. The author
conducts this literature study after determining the topic of writing and determining the
formulation of the problem, before going to the field to collect the necessary data (Darmadi,
2011 in Nursalam, 2016).
Results and Discussion
Both the differences and similarities in the world's cultural characteristics cause the task of
global marketers to be twofold: First, marketers must learn and understand the culture of the
countries in which they will be doing business. Second, they must incorporate this
understanding into the planning process. In some instances, marketing strategies and
programs must be adapted; however, marketers should also take advantage of cultural
characteristics and avoid unnecessary and costly adjustments to the marketing mix.
Any systematic study of a new market geography requires a combination of a settled mind
and generosity. However, marketers must also feel secure in their own beliefs and traditions,
while generosity is needed to maintain the values of wholeness and other ways of life and
other values based on the point of view of others. in other words, overcoming negative
prejudices that are a natural result and human tendency towards ethnocentrism. Although
"culture shock" is a normal human reaction to something new and unfamiliar, successful
global marketers always strive to understand people's life experiences from a local
perspective.
One of the reasons that cultural factors are challenging for global marketers is that many of
them are hidden from view. Since culture is a learned behavior and is passed down from
generation to generation, it can be difficult for less experienced or untrained entrants to
understand. As they strive to understand cultural factors, immigrants gradually become
insiders and develop cultural empathy. There are many different paths to achieve the same
goals in life. Global marketers understand this and rejoice in the diversity of life.
The role of culture is very important in international marketing activities. Because culture is
used as an identity in interacting with international society. In international marketers we
must know the influence of culture and must prepare ourselves to face the challenges that will
be faced due to this cultural aspect. In a global society, there is still an assumption from social
groups that their group is the most superior or what we usually call ethnocentrism.
Ethnocentrism has both positive and negative impacts in a multicultural society. The way to
overcome ethnocentrism in global marketing multiculturalism is to explore or 'experience'
other people's cultures.
Because we will make the global community a market share that must be maximized for its
market potential. By not denigrating other people's cultures, but rather abiding by customs
The customs of the place where it will be targeted as a market share. So that the identity of
each group is not lost and can also still maintain the association of global society. This is
because each region and border has a different culture. So that in making products, culture is
one of the factors that will affect the characteristics of these products.
This is also based on purchasing behavior and consumer needs driven by cultural norms.
Cultural background also influences consumers in processing information and factors that
motivate consumers in making purchases. Companies doing global business mean dealing
with consumers, strategic partners, distributors and competitors with different cultural
mindsets.
Conclusions
International marketers play an important and arguably even influential role in affecting the
pace of change around the world. This is most obvious in food but concerns practically all
industries, especially consumer products. Soap and detergent manufacturers have changed
washing habits, the electronics industry has changed entertainment patterns, and clothing
marketers have changed style, and so on. In industrial products, culture has influenced
product characteristics and demand, but even more important is the influence on the
marketing process, especially in the way business is conducted.
International marketers have learned to rely on people who know and understand local
customs and attitudes for marketing expertise. This research is a study using the literature
review method. A literature review is a comprehensive overview of research that has been
done on a specific topic to show readers what is known about the topic and what is not yet
known, to find rationales for research that has already been done or for further research ideas.
The type of writing used is a literature review study that focuses on the results of writing
related to the writing topic or variable. The author conducted this literature study after
determining the topic of writing and determining the formulation of the problem, before going
to the field to collect the necessary data. Any systematic study of a new market geography
requires a combination of an established mind and generosity.
The role of culture is very important in international marketing activities. Because culture is
used as an identity in interacting with international society. In international marketers, we
must know the influence of culture and must prepare ourselves for it face the challenges that
will be faced due to this cultural aspect. In a global society, there is still an assumption from
social groups that their group is the most superior or what we usually call ethnocentrism.
Ethnocentrism has both positive and negative impacts in a multicultural society. The way to
overcome ethnocentrism in global marketing multiculturalism is to explore or 'experience'
other people's cultures.
Theoretical Overview of Cultural Environment
The social environment is an area where various kinds of social interactions take place
between various groups and their institutions with established symbols and values and norms,
as well as related to the natural environment and the built or artificial environment
(spatial).The social environment is an area where various kinds of social interactions take
place between various groups and their institutions with established symbols and values and
norms, as well as related to the natural environment and the built or artificial environment
(spatial).
According to Sartain in Dalyono's book, the social environment is all other people or humans
who influence us. Direct influences such as in daily interactions with other people, with our
family, our friends, school friends, or work colleagues. While indirect influences can be
through radio and television, by reading books, magazines, newspapers, and so on in other
ways. Each of us, especially in terms of our personality is the result of the interaction between
our genes and our social environment, because of this interaction, each person is unique, each
person has their own personality that is different from one another. If in the case of
individuals who have some of the same genes or the same social environment, interacting it
produces wide variations / differences in personality. Based on the above understanding, it
can be concluded that the social environment is an interaction or social relationship that has a
close relationship with everyday life.
Types of Social Environment:
Primary Social Environment
One type of social environment where there is a close relationship between one member and
another who knows each other well.
Secondary Social Environment
is one type of social environment that has a relationship between one member and another
member that has a distance or is less familiar.
Social environmental factors:
Social grouping
It is the various kinds of people who form alliances or social groupings based on genealogical
relationships, such as nuclear or batih families, clans or clans, tribes and others.
Social structuring
Social arrangements are needed to regulate the order of life in a society that unites more than
one person. The arrangement can be in the form of rules as a common guideline in mobilizing
cooperation and daily relationships between its members. Each person must be clear about his
or her position and the roles to be performed, and know what to give and what can be
expected from the other party.
Social institutions
Most social institutions are developed based on the need to control the residential
environment, which is very important for the survival of the community concerned. Rules are
developed to exclude people who are not members of the social unit.
Social Needs
It can be said that a social environment is formed because of the desire of humans to fulfill
their respective needs. Because as social creatures, it is clear that not all of their life needs can
be met by themselves, especially the problem of social needs such as the need for interaction
with others.
Social Environment
The cultural environment is the environment formed by human activities, such as cultural
landscapes in rural areas, forests, urban areas and cities, fixed archaeological structures on
land or water, constructions and built environments of various ages, along with bridges, roads,
power and industrial lines, and port areas. On the one hand, the cultural environment is a non-
renewable resource, on the other hand, the cultural environment is in a constant state of
renewal and development. When changing and developing a valuable cultural environment or
creating a new cultural environment or part of it, the values of the existing environment are a
good starting point. What is lost once in the cultural environment, will remain lost forever.
Definition of cultural environment according to experts, among others:
Open Education Sociology Dictionary, Cultural environment is the social behaviors, norms,
and values that people use to understand and explain their physical and social environment.
Parment, A (2014), In terms of cultural environment, there are significant differences
between countries, and also within country or market borders, for example, between
metropolitan and rural areas.
Concept of Cultural Environment
The environment shows traces of human activity and interaction with nature, from
prehistoric times to modern times. Landscapes of different types and ages, the built
environment and archaeological remains make up what is known as the cultural
environment.
The concept of cultural environment is often associated with positive images related to
history. The cultural environment shows traces from prehistoric times to modern times.
Therefore, its temporal dimension is very broad.
Values placed on the cultural environment are specific to a particular culture, time and
place. These values may vary depending on the time period. Also, places that we may not
want to see or remember are part of the cultural environment.
Cultural environments have significant social and cultural value. Some cultural environments
are protected or defined as particularly valuable. The cultural environment also contains
intangible values. It can be seen as the basis for the collective memory and identity of
communities and people. Everyone has the right to a good cultural environment, and we are
all responsible for safeguarding it. The layers and continuity of our environment allow people
to be oriented, understand the present time and build the future.
Global Marketing
Global marketing is a step for a company to enter the global market. In this era of
globalization, a company is required to carry out global marketing so that it is not left behind
by other companies that have traded internationally and the company is able to compete. In
addition to achieving company goals in financial terms, marketing can also make an entrance
for importers in meeting the demand for goods that are not available in their country. A global
marketing strategy can be defined as one of the ways companies want to compete in the world
enter the global business by influencing customers from abroad and on an international scale
to be interested in the products they produce.
Keegan (1995) defines it as the process of focusing the resources (people, money and physical
assets) and objectives of an organization to seize opportunities and respond to global market
threats.
In his book, Griffin and Pustay (1996) assert that in developing a global marketing strategy
there are seven key factors to consider, namely:
Standardization or customization
Laws and regulations that apply in a country
Economic factors
Currency exchange rate
Target offense
Cultural influence
Competition
Based on these key factors, companies can know what to do in conducting global marketing
including what steps can be taken to be more effective in conducting global marketing.
Research Methods
This research is a research using the literature study method or literature review. A literature
review is a comprehensive overview of research that has been done on a specific topic to
show readers what is already known about the topic and what is not yet known, to find
rationales for research that has been done or for further research ideas (Denney & Tewksbury,
2013). Literature studies can be obtained from various sources including journals, books,
documentation, the internet and libraries. The literature study method is a series of activities
related to library data collection methods, reading and recording, and processing writing
materials (Zed, 2008 in Nursalam, 2016). The type of writing used is a literature review study
that focuses on the results of writing related to the writing topic or variable. The author
conducts this literature study after determining the topic of writing and determining the
formulation of the problem, before going to the field to collect the necessary data (Darmadi,
2011 in Nursalam, 2016).
Results and Discussion
Both the differences and similarities in the world's cultural characteristics cause the task of
global marketers to be twofold: First, marketers must learn and understand the culture of the
countries in which they will be doing business. Second, they must incorporate this
understanding into the planning process. In some instances, marketing strategies and
programs must be adapted; however, marketers should also take advantage of cultural
characteristics and avoid unnecessary and costly adjustments to the marketing mix.
Any systematic study of a new market geography requires a combination of a settled mind
and generosity. However, marketers must also feel secure in their own beliefs and traditions,
while generosity is needed to maintain the values of wholeness and other ways of life and
other values based on the point of view of others. in other words, overcoming negative
prejudices that are a natural result and human tendency towards ethnocentrism. Although
"culture shock" is a normal human reaction to something new and unfamiliar, successful
global marketers always strive to understand people's life experiences from a local
perspective.
One of the reasons that cultural factors are challenging for global marketers is that many of
them are hidden from view. Since culture is a learned behavior and is passed down from
generation to generation, it can be difficult for less experienced or untrained entrants to
understand. As they strive to understand cultural factors, immigrants gradually become
insiders and develop cultural empathy. There are many different paths to achieve the same
goals in life. Global marketers understand this and rejoice in the diversity of life.
The role of culture is very important in international marketing activities. Because culture is
used as an identity in interacting with international society. In international marketers we
must know the influence of culture and must prepare ourselves to face the challenges that will
be faced due to this cultural aspect. In a global society, there is still an assumption from social
groups that their group is the most superior or what we usually call ethnocentrism.
Ethnocentrism has both positive and negative impacts in a multicultural society. The way to
overcome ethnocentrism in global marketing multiculturalism is to explore or 'experience'
other people's cultures.
Because we will make the global community a market share that must be maximized for its
market potential. By not denigrating other people's cultures, but rather abiding by customs
The customs of the place where it will be targeted as a market share. So that the identity of
each group is not lost and can also still maintain the association of global society. This is
because each region and border has a different culture. So that in making products, culture is
one of the factors that will affect the characteristics of these products.
This is also based on purchasing behavior and consumer needs driven by cultural norms.
Cultural background also influences consumers in processing information and factors that
motivate consumers in making purchases. Companies doing global business mean dealing
with consumers, strategic partners, distributors and competitors with different cultural
mindsets.
Conclusions
International marketers play an important and arguably even influential role in affecting the
pace of change around the world. This is most obvious in food but concerns practically all
industries, especially consumer products. Soap and detergent manufacturers have changed
washing habits, the electronics industry has changed entertainment patterns, and clothing
marketers have changed style, and so on. In industrial products, culture has influenced
product characteristics and demand, but even more important is the influence on the
marketing process, especially in the way business is conducted.
International marketers have learned to rely on people who know and understand local
customs and attitudes for marketing expertise. This research is a study using the literature
review method. A literature review is a comprehensive overview of research that has been
done on a specific topic to show readers what is known about the topic and what is not yet
known, to find rationales for research that has already been done or for further research ideas.
The type of writing used is a literature review study that focuses on the results of writing
related to the writing topic or variable. The author conducted this literature study after
determining the topic of writing and determining the formulation of the problem, before going
to the field to collect the necessary data. Any systematic study of a new market geography
requires a combination of an established mind and generosity.
The role of culture is very important in international marketing activities. Because culture is
used as an identity in interacting with international society. In international marketers, we
must know the influence of culture and must prepare ourselves for it face the challenges that
will be faced due to this cultural aspect. In a global society, there is still an assumption from
social groups that their group is the most superior or what we usually call ethnocentrism.
Ethnocentrism has both positive and negative impacts in a multicultural society. The way to
overcome ethnocentrism in global marketing multiculturalism is to explore or 'experience'
other people's cultures.
Theoretical Overview of Cultural Environment
The social environment is an area where various kinds of social interactions take place
between various groups and their institutions with established symbols and values and norms,
as well as related to the natural environment and the built or artificial environment
(spatial).The social environment is an area where various kinds of social interactions take
place between various groups and their institutions with established symbols and values and
norms, as well as related to the natural environment and the built or artificial environment
(spatial).
According to Sartain in Dalyono's book, the social environment is all other people or humans
who influence us. Direct influences such as in daily interactions with other people, with our
family, our friends, school friends, or work colleagues. While indirect influences can be
through radio and television, by reading books, magazines, newspapers, and so on in other
ways. Each of us, especially in terms of our personality is the result of the interaction between
our genes and our social environment, because of this interaction, each person is unique, each
person has their own personality that is different from one another. If in the case of
individuals who have some of the same genes or the same social environment, interacting it
produces wide variations / differences in personality. Based on the above understanding, it
can be concluded that the social environment is an interaction or social relationship that has a
close relationship with everyday life.
Types of Social Environment:
Primary Social Environment
One type of social environment where there is a close relationship between one member and
another who knows each other well.
Secondary Social Environment
is one type of social environment that has a relationship between one member and another
member that has a distance or is less familiar.
Social environmental factors:
Social grouping
It is the various kinds of people who form alliances or social groupings based on genealogical
relationships, such as nuclear or batih families, clans or clans, tribes and others.
Social structuring
Social arrangements are needed to regulate the order of life in a society that unites more than
one person. The arrangement can be in the form of rules as a common guideline in mobilizing
cooperation and daily relationships between its members. Each person must be clear about his
or her position and the roles to be performed, and know what to give and what can be
expected from the other party.
Social institutions
Most social institutions are developed based on the need to control the residential
environment, which is very important for the survival of the community concerned. Rules are
developed to exclude people who are not members of the social unit.
Social Needs
It can be said that a social environment is formed because of the desire of humans to fulfill
their respective needs. Because as social creatures, it is clear that not all of their life needs can
be met by themselves, especially the problem of social needs such as the need for interaction
with others.
Social Environment
The cultural environment is the environment formed by human activities, such as cultural
landscapes in rural areas, forests, urban areas and cities, fixed archaeological structures on
land or water, constructions and built environments of various ages, along with bridges, roads,
power and industrial lines, and port areas. On the one hand, the cultural environment is a non-
renewable resource, on the other hand, the cultural environment is in a constant state of
renewal and development. When changing and developing a valuable cultural environment or
creating a new cultural environment or part of it, the values of the existing environment are a
good starting point. What is lost once in the cultural environment, will remain lost forever.
Definition of cultural environment according to experts, among others:
Open Education Sociology Dictionary, Cultural environment is the social behaviors, norms,
and values that people use to understand and explain their physical and social environment.
Parment, A (2014), In terms of cultural environment, there are significant differences
between countries, and also within country or market borders, for example, between
metropolitan and rural areas.
Concept of Cultural Environment
The environment shows traces of human activity and interaction with nature, from
prehistoric times to modern times. Landscapes of different types and ages, the built
environment and archaeological remains make up what is known as the cultural
environment.
The concept of cultural environment is often associated with positive images related to
history. The cultural environment shows traces from prehistoric times to modern times.
Therefore, its temporal dimension is very broad.
Values placed on the cultural environment are specific to a particular culture, time and
place. These values may vary depending on the time period. Also, places that we may not
want to see or remember are part of the cultural environment.
Cultural environments have significant social and cultural value. Some cultural environments
are protected or defined as particularly valuable. The cultural environment also contains
intangible values. It can be seen as the basis for the collective memory and identity of
communities and people. Everyone has the right to a good cultural environment, and we are
all responsible for safeguarding it. The layers and continuity of our environment allow people
to be oriented, understand the present time and build the future.
Global Marketing
Global marketing is a step for a company to enter the global market. In this era of
globalization, a company is required to carry out global marketing so that it is not left behind
by other companies that have traded internationally and the company is able to compete. In
addition to achieving company goals in financial terms, marketing can also make an entrance
for importers in meeting the demand for goods that are not available in their country. A global
marketing strategy can be defined as one of the ways companies want to compete in the world
enter the global business by influencing customers from abroad and on an international scale
to be interested in the products they produce.
Keegan (1995) defines it as the process of focusing the resources (people, money and physical
assets) and objectives of an organization to seize opportunities and respond to global market
threats.
In his book, Griffin and Pustay (1996) assert that in developing a global marketing strategy
there are seven key factors to consider, namely:
Standardization or customization
Laws and regulations that apply in a country
Economic factors
Currency exchange rate
Target offense
Cultural influence
Competition
Based on these key factors, companies can know what to do in conducting global marketing
including what steps can be taken to be more effective in conducting global marketing.
Research Methods
This research is a research using the literature study method or literature review. A literature
review is a comprehensive overview of research that has been done on a specific topic to
show readers what is already known about the topic and what is not yet known, to find
rationales for research that has been done or for further research ideas (Denney & Tewksbury,
2013). Literature studies can be obtained from various sources including journals, books,
documentation, the internet and libraries. The literature study method is a series of activities
related to library data collection methods, reading and recording, and processing writing
materials (Zed, 2008 in Nursalam, 2016). The type of writing used is a literature review study
that focuses on the results of writing related to the writing topic or variable. The author
conducts this literature study after determining the topic of writing and determining the
formulation of the problem, before going to the field to collect the necessary data (Darmadi,
2011 in Nursalam, 2016).
Results and Discussion
Both the differences and similarities in the world's cultural characteristics cause the task of
global marketers to be twofold: First, marketers must learn and understand the culture of the
countries in which they will be doing business. Second, they must incorporate this
understanding into the planning process. In some instances, marketing strategies and
programs must be adapted; however, marketers should also take advantage of cultural
characteristics and avoid unnecessary and costly adjustments to the marketing mix.
Any systematic study of a new market geography requires a combination of a settled mind
and generosity. However, marketers must also feel secure in their own beliefs and traditions,
while generosity is needed to maintain the values of wholeness and other ways of life and
other values based on the point of view of others. in other words, overcoming negative
prejudices that are a natural result and human tendency towards ethnocentrism. Although
"culture shock" is a normal human reaction to something new and unfamiliar, successful
global marketers always strive to understand people's life experiences from a local
perspective.
One of the reasons that cultural factors are challenging for global marketers is that many of
them are hidden from view. Since culture is a learned behavior and is passed down from
generation to generation, it can be difficult for less experienced or untrained entrants to
understand. As they strive to understand cultural factors, immigrants gradually become
insiders and develop cultural empathy. There are many different paths to achieve the same
goals in life. Global marketers understand this and rejoice in the diversity of life.
The role of culture is very important in international marketing activities. Because culture is
used as an identity in interacting with international society. In international marketers we
must know the influence of culture and must prepare ourselves to face the challenges that will
be faced due to this cultural aspect. In a global society, there is still an assumption from social
groups that their group is the most superior or what we usually call ethnocentrism.
Ethnocentrism has both positive and negative impacts in a multicultural society. The way to
overcome ethnocentrism in global marketing multiculturalism is to explore or 'experience'
other people's cultures.
Because we will make the global community a market share that must be maximized for its
market potential. By not denigrating other people's cultures, but rather abiding by customs
The customs of the place where it will be targeted as a market share. So that the identity of
each group is not lost and can also still maintain the association of global society. This is
because each region and border has a different culture. So that in making products, culture is
one of the factors that will affect the characteristics of these products.
This is also based on purchasing behavior and consumer needs driven by cultural norms.
Cultural background also influences consumers in processing information and factors that
motivate consumers in making purchases. Companies doing global business mean dealing
with consumers, strategic partners, distributors and competitors with different cultural
mindsets.
Conclusions
International marketers play an important and arguably even influential role in affecting the
pace of change around the world. This is most obvious in food but concerns practically all
industries, especially consumer products. Soap and detergent manufacturers have changed
washing habits, the electronics industry has changed entertainment patterns, and clothing
marketers have changed style, and so on. In industrial products, culture has influenced
product characteristics and demand, but even more important is the influence on the
marketing process, especially in the way business is conducted.
International marketers have learned to rely on people who know and understand local
customs and attitudes for marketing expertise. This research is a study using the literature
review method. A literature review is a comprehensive overview of research that has been
done on a specific topic to show readers what is known about the topic and what is not yet
known, to find rationales for research that has already been done or for further research ideas.
The type of writing used is a literature review study that focuses on the results of writing
related to the writing topic or variable. The author conducted this literature study after
determining the topic of writing and determining the formulation of the problem, before going
to the field to collect the necessary data. Any systematic study of a new market geography
requires a combination of an established mind and generosity.
The role of culture is very important in international marketing activities. Because culture is
used as an identity in interacting with international society. In international marketers, we
must know the influence of culture and must prepare ourselves for it face the challenges that
will be faced due to this cultural aspect. In a global society, there is still an assumption from
social groups that their group is the most superior or what we usually call ethnocentrism.
Ethnocentrism has both positive and negative impacts in a multicultural society. The way to
overcome ethnocentrism in global marketing multiculturalism is to explore or 'experience'
other people's cultures.
Theoretical Overview of Cultural Environment
The social environment is an area where various kinds of social interactions take place
between various groups and their institutions with established symbols and values and norms,
as well as related to the natural environment and the built or artificial environment
(spatial).The social environment is an area where various kinds of social interactions take
place between various groups and their institutions with established symbols and values and
norms, as well as related to the natural environment and the built or artificial environment
(spatial).
According to Sartain in Dalyono's book, the social environment is all other people or humans
who influence us. Direct influences such as in daily interactions with other people, with our
family, our friends, school friends, or work colleagues. While indirect influences can be
through radio and television, by reading books, magazines, newspapers, and so on in other
ways. Each of us, especially in terms of our personality is the result of the interaction between
our genes and our social environment, because of this interaction, each person is unique, each
person has their own personality that is different from one another. If in the case of
individuals who have some of the same genes or the same social environment, interacting it
produces wide variations / differences in personality. Based on the above understanding, it
can be concluded that the social environment is an interaction or social relationship that has a
close relationship with everyday life.
Types of Social Environment:
Primary Social Environment
One type of social environment where there is a close relationship between one member and
another who knows each other well.
Secondary Social Environment
is one type of social environment that has a relationship between one member and another
member that has a distance or is less familiar.
Social environmental factors:
Social grouping
It is the various kinds of people who form alliances or social groupings based on genealogical
relationships, such as nuclear or batih families, clans or clans, tribes and others.
Social structuring
Social arrangements are needed to regulate the order of life in a society that unites more than
one person. The arrangement can be in the form of rules as a common guideline in mobilizing
cooperation and daily relationships between its members. Each person must be clear about his
or her position and the roles to be performed, and know what to give and what can be
expected from the other party.
Social institutions
Most social institutions are developed based on the need to control the residential
environment, which is very important for the survival of the community concerned. Rules are
developed to exclude people who are not members of the social unit.
Social Needs
It can be said that a social environment is formed because of the desire of humans to fulfill
their respective needs. Because as social creatures, it is clear that not all of their life needs can
be met by themselves, especially the problem of social needs such as the need for interaction
with others.
Social Environment
The cultural environment is the environment formed by human activities, such as cultural
landscapes in rural areas, forests, urban areas and cities, fixed archaeological structures on
land or water, constructions and built environments of various ages, along with bridges, roads,
power and industrial lines, and port areas. On the one hand, the cultural environment is a non-
renewable resource, on the other hand, the cultural environment is in a constant state of
renewal and development. When changing and developing a valuable cultural environment or
creating a new cultural environment or part of it, the values of the existing environment are a
good starting point. What is lost once in the cultural environment, will remain lost forever.
Definition of cultural environment according to experts, among others:
Open Education Sociology Dictionary, Cultural environment is the social behaviors, norms,
and values that people use to understand and explain their physical and social environment.
Parment, A (2014), In terms of cultural environment, there are significant differences
between countries, and also within country or market borders, for example, between
metropolitan and rural areas.
Concept of Cultural Environment
The environment shows traces of human activity and interaction with nature, from
prehistoric times to modern times. Landscapes of different types and ages, the built
environment and archaeological remains make up what is known as the cultural
environment.
The concept of cultural environment is often associated with positive images related to
history. The cultural environment shows traces from prehistoric times to modern times.
Therefore, its temporal dimension is very broad.
Values placed on the cultural environment are specific to a particular culture, time and
place. These values may vary depending on the time period. Also, places that we may not
want to see or remember are part of the cultural environment.
Cultural environments have significant social and cultural value. Some cultural environments
are protected or defined as particularly valuable. The cultural environment also contains
intangible values. It can be seen as the basis for the collective memory and identity of
communities and people. Everyone has the right to a good cultural environment, and we are
all responsible for safeguarding it. The layers and continuity of our environment allow people
to be oriented, understand the present time and build the future.
Global Marketing
Global marketing is a step for a company to enter the global market. In this era of
globalization, a company is required to carry out global marketing so that it is not left behind
by other companies that have traded internationally and the company is able to compete. In
addition to achieving company goals in financial terms, marketing can also make an entrance
for importers in meeting the demand for goods that are not available in their country. A global
marketing strategy can be defined as one of the ways companies want to compete in the world
enter the global business by influencing customers from abroad and on an international scale
to be interested in the products they produce.
Keegan (1995) defines it as the process of focusing the resources (people, money and physical
assets) and objectives of an organization to seize opportunities and respond to global market
threats.
In his book, Griffin and Pustay (1996) assert that in developing a global marketing strategy
there are seven key factors to consider, namely:
Standardization or customization
Laws and regulations that apply in a country
Economic factors
Currency exchange rate
Target offense
Cultural influence
Competition
Based on these key factors, companies can know what to do in conducting global marketing
including what steps can be taken to be more effective in conducting global marketing.
Research Methods
This research is a research using the literature study method or literature review. A literature
review is a comprehensive overview of research that has been done on a specific topic to
show readers what is already known about the topic and what is not yet known, to find
rationales for research that has been done or for further research ideas (Denney & Tewksbury,
2013). Literature studies can be obtained from various sources including journals, books,
documentation, the internet and libraries. The literature study method is a series of activities
related to library data collection methods, reading and recording, and processing writing
materials (Zed, 2008 in Nursalam, 2016). The type of writing used is a literature review study
that focuses on the results of writing related to the writing topic or variable. The author
conducts this literature study after determining the topic of writing and determining the
formulation of the problem, before going to the field to collect the necessary data (Darmadi,
2011 in Nursalam, 2016).
Results and Discussion
Both the differences and similarities in the world's cultural characteristics cause the task of
global marketers to be twofold: First, marketers must learn and understand the culture of the
countries in which they will be doing business. Second, they must incorporate this
understanding into the planning process. In some instances, marketing strategies and
programs must be adapted; however, marketers should also take advantage of cultural
characteristics and avoid unnecessary and costly adjustments to the marketing mix.
Any systematic study of a new market geography requires a combination of a settled mind
and generosity. However, marketers must also feel secure in their own beliefs and traditions,
while generosity is needed to maintain the values of wholeness and other ways of life and
other values based on the point of view of others. in other words, overcoming negative
prejudices that are a natural result and human tendency towards ethnocentrism. Although
"culture shock" is a normal human reaction to something new and unfamiliar, successful
global marketers always strive to understand people's life experiences from a local
perspective.
One of the reasons that cultural factors are challenging for global marketers is that many of
them are hidden from view. Since culture is a learned behavior and is passed down from
generation to generation, it can be difficult for less experienced or untrained entrants to
understand. As they strive to understand cultural factors, immigrants gradually become
insiders and develop cultural empathy. There are many different paths to achieve the same
goals in life. Global marketers understand this and rejoice in the diversity of life.
The role of culture is very important in international marketing activities. Because culture is
used as an identity in interacting with international society. In international marketers we
must know the influence of culture and must prepare ourselves to face the challenges that will
be faced due to this cultural aspect. In a global society, there is still an assumption from social
groups that their group is the most superior or what we usually call ethnocentrism.
Ethnocentrism has both positive and negative impacts in a multicultural society. The way to
overcome ethnocentrism in global marketing multiculturalism is to explore or 'experience'
other people's cultures.
Because we will make the global community a market share that must be maximized for its
market potential. By not denigrating other people's cultures, but rather abiding by customs
The customs of the place where it will be targeted as a market share. So that the identity of
each group is not lost and can also still maintain the association of global society. This is
because each region and border has a different culture. So that in making products, culture is
one of the factors that will affect the characteristics of these products.
This is also based on purchasing behavior and consumer needs driven by cultural norms.
Cultural background also influences consumers in processing information and factors that
motivate consumers in making purchases. Companies doing global business mean dealing
with consumers, strategic partners, distributors and competitors with different cultural
mindsets.
Conclusions
International marketers play an important and arguably even influential role in affecting the
pace of change around the world. This is most obvious in food but concerns practically all
industries, especially consumer products. Soap and detergent manufacturers have changed
washing habits, the electronics industry has changed entertainment patterns, and clothing
marketers have changed style, and so on. In industrial products, culture has influenced
product characteristics and demand, but even more important is the influence on the
marketing process, especially in the way business is conducted.
International marketers have learned to rely on people who know and understand local
customs and attitudes for marketing expertise. This research is a study using the literature
review method. A literature review is a comprehensive overview of research that has been
done on a specific topic to show readers what is known about the topic and what is not yet
known, to find rationales for research that has already been done or for further research ideas.
The type of writing used is a literature review study that focuses on the results of writing
related to the writing topic or variable. The author conducted this literature study after
determining the topic of writing and determining the formulation of the problem, before going
to the field to collect the necessary data. Any systematic study of a new market geography
requires a combination of an established mind and generosity.
The role of culture is very important in international marketing activities. Because culture is
used as an identity in interacting with international society. In international marketers, we
must know the influence of culture and must prepare ourselves for it face the challenges that
will be faced due to this cultural aspect. In a global society, there is still an assumption from
social groups that their group is the most superior or what we usually call ethnocentrism.
Ethnocentrism has both positive and negative impacts in a multicultural society. The way to
overcome ethnocentrism in global marketing multiculturalism is to explore or 'experience'
other people's cultures.
Theoretical Overview of Cultural Environment
The social environment is an area where various kinds of social interactions take place
between various groups and their institutions with established symbols and values and norms,
as well as related to the natural environment and the built or artificial environment
(spatial).The social environment is an area where various kinds of social interactions take
place between various groups and their institutions with established symbols and values and
norms, as well as related to the natural environment and the built or artificial environment
(spatial).
According to Sartain in Dalyono's book, the social environment is all other people or humans
who influence us. Direct influences such as in daily interactions with other people, with our
family, our friends, school friends, or work colleagues. While indirect influences can be
through radio and television, by reading books, magazines, newspapers, and so on in other
ways. Each of us, especially in terms of our personality is the result of the interaction between
our genes and our social environment, because of this interaction, each person is unique, each
person has their own personality that is different from one another. If in the case of
individuals who have some of the same genes or the same social environment, interacting it
produces wide variations / differences in personality. Based on the above understanding, it
can be concluded that the social environment is an interaction or social relationship that has a
close relationship with everyday life.
Types of Social Environment:
Primary Social Environment
One type of social environment where there is a close relationship between one member and
another who knows each other well.
Secondary Social Environment
is one type of social environment that has a relationship between one member and another
member that has a distance or is less familiar.
Social environmental factors:
Social grouping
It is the various kinds of people who form alliances or social groupings based on genealogical
relationships, such as nuclear or batih families, clans or clans, tribes and others.
Social structuring
Social arrangements are needed to regulate the order of life in a society that unites more than
one person. The arrangement can be in the form of rules as a common guideline in mobilizing
cooperation and daily relationships between its members. Each person must be clear about his
or her position and the roles to be performed, and know what to give and what can be
expected from the other party.
Social institutions
Most social institutions are developed based on the need to control the residential
environment, which is very important for the survival of the community concerned. Rules are
developed to exclude people who are not members of the social unit.
Social Needs
It can be said that a social environment is formed because of the desire of humans to fulfill
their respective needs. Because as social creatures, it is clear that not all of their life needs can
be met by themselves, especially the problem of social needs such as the need for interaction
with others.
Social Environment
The cultural environment is the environment formed by human activities, such as cultural
landscapes in rural areas, forests, urban areas and cities, fixed archaeological structures on
land or water, constructions and built environments of various ages, along with bridges, roads,
power and industrial lines, and port areas. On the one hand, the cultural environment is a non-
renewable resource, on the other hand, the cultural environment is in a constant state of
renewal and development. When changing and developing a valuable cultural environment or
creating a new cultural environment or part of it, the values of the existing environment are a
good starting point. What is lost once in the cultural environment, will remain lost forever.
Definition of cultural environment according to experts, among others:
Open Education Sociology Dictionary, Cultural environment is the social behaviors, norms,
and values that people use to understand and explain their physical and social environment.
Parment, A (2014), In terms of cultural environment, there are significant differences
between countries, and also within country or market borders, for example, between
metropolitan and rural areas.
Concept of Cultural Environment
The environment shows traces of human activity and interaction with nature, from
prehistoric times to modern times. Landscapes of different types and ages, the built
environment and archaeological remains make up what is known as the cultural
environment.
The concept of cultural environment is often associated with positive images related to
history. The cultural environment shows traces from prehistoric times to modern times.
Therefore, its temporal dimension is very broad.
Values placed on the cultural environment are specific to a particular culture, time and
place. These values may vary depending on the time period. Also, places that we may not
want to see or remember are part of the cultural environment.
Cultural environments have significant social and cultural value. Some cultural environments
are protected or defined as particularly valuable. The cultural environment also contains
intangible values. It can be seen as the basis for the collective memory and identity of
communities and people. Everyone has the right to a good cultural environment, and we are
all responsible for safeguarding it. The layers and continuity of our environment allow people
to be oriented, understand the present time and build the future.
Global Marketing
Global marketing is a step for a company to enter the global market. In this era of
globalization, a company is required to carry out global marketing so that it is not left behind
by other companies that have traded internationally and the company is able to compete. In
addition to achieving company goals in financial terms, marketing can also make an entrance
for importers in meeting the demand for goods that are not available in their country. A global
marketing strategy can be defined as one of the ways companies want to compete in the world
enter the global business by influencing customers from abroad and on an international scale
to be interested in the products they produce.
Keegan (1995) defines it as the process of focusing the resources (people, money and physical
assets) and objectives of an organization to seize opportunities and respond to global market
threats.
In his book, Griffin and Pustay (1996) assert that in developing a global marketing strategy
there are seven key factors to consider, namely:
Standardization or customization
Laws and regulations that apply in a country
Economic factors
Currency exchange rate
Target offense
Cultural influence
Competition
Based on these key factors, companies can know what to do in conducting global marketing
including what steps can be taken to be more effective in conducting global marketing.
Research Methods
This research is a research using the literature study method or literature review. A literature
review is a comprehensive overview of research that has been done on a specific topic to
show readers what is already known about the topic and what is not yet known, to find
rationales for research that has been done or for further research ideas (Denney & Tewksbury,
2013). Literature studies can be obtained from various sources including journals, books,
documentation, the internet and libraries. The literature study method is a series of activities
related to library data collection methods, reading and recording, and processing writing
materials (Zed, 2008 in Nursalam, 2016). The type of writing used is a literature review study
that focuses on the results of writing related to the writing topic or variable. The author
conducts this literature study after determining the topic of writing and determining the
formulation of the problem, before going to the field to collect the necessary data (Darmadi,
2011 in Nursalam, 2016).
Results and Discussion
Both the differences and similarities in the world's cultural characteristics cause the task of
global marketers to be twofold: First, marketers must learn and understand the culture of the
countries in which they will be doing business. Second, they must incorporate this
understanding into the planning process. In some instances, marketing strategies and
programs must be adapted; however, marketers should also take advantage of cultural
characteristics and avoid unnecessary and costly adjustments to the marketing mix.
Any systematic study of a new market geography requires a combination of a settled mind
and generosity. However, marketers must also feel secure in their own beliefs and traditions,
while generosity is needed to maintain the values of wholeness and other ways of life and
other values based on the point of view of others. in other words, overcoming negative
prejudices that are a natural result and human tendency towards ethnocentrism. Although
"culture shock" is a normal human reaction to something new and unfamiliar, successful
global marketers always strive to understand people's life experiences from a local
perspective.
One of the reasons that cultural factors are challenging for global marketers is that many of
them are hidden from view. Since culture is a learned behavior and is passed down from
generation to generation, it can be difficult for less experienced or untrained entrants to
understand. As they strive to understand cultural factors, immigrants gradually become
insiders and develop cultural empathy. There are many different paths to achieve the same
goals in life. Global marketers understand this and rejoice in the diversity of life.
The role of culture is very important in international marketing activities. Because culture is
used as an identity in interacting with international society. In international marketers we
must know the influence of culture and must prepare ourselves to face the challenges that will
be faced due to this cultural aspect. In a global society, there is still an assumption from social
groups that their group is the most superior or what we usually call ethnocentrism.
Ethnocentrism has both positive and negative impacts in a multicultural society. The way to
overcome ethnocentrism in global marketing multiculturalism is to explore or 'experience'
other people's cultures.
Because we will make the global community a market share that must be maximized for its
market potential. By not denigrating other people's cultures, but rather abiding by customs
The customs of the place where it will be targeted as a market share. So that the identity of
each group is not lost and can also still maintain the association of global society. This is
because each region and border has a different culture. So that in making products, culture is
one of the factors that will affect the characteristics of these products.
This is also based on purchasing behavior and consumer needs driven by cultural norms.
Cultural background also influences consumers in processing information and factors that
motivate consumers in making purchases. Companies doing global business mean dealing
with consumers, strategic partners, distributors and competitors with different cultural
mindsets.
Conclusions
International marketers play an important and arguably even influential role in affecting the
pace of change around the world. This is most obvious in food but concerns practically all
industries, especially consumer products. Soap and detergent manufacturers have changed
washing habits, the electronics industry has changed entertainment patterns, and clothing
marketers have changed style, and so on. In industrial products, culture has influenced
product characteristics and demand, but even more important is the influence on the
marketing process, especially in the way business is conducted.
International marketers have learned to rely on people who know and understand local
customs and attitudes for marketing expertise. This research is a study using the literature
review method. A literature review is a comprehensive overview of research that has been
done on a specific topic to show readers what is known about the topic and what is not yet
known, to find rationales for research that has already been done or for further research ideas.
The type of writing used is a literature review study that focuses on the results of writing
related to the writing topic or variable. The author conducted this literature study after
determining the topic of writing and determining the formulation of the problem, before going
to the field to collect the necessary data. Any systematic study of a new market geography
requires a combination of an established mind and generosity.
The role of culture is very important in international marketing activities. Because culture is
used as an identity in interacting with international society. In international marketers, we
must know the influence of culture and must prepare ourselves for it face the challenges that
will be faced due to this cultural aspect. In a global society, there is still an assumption from
social groups that their group is the most superior or what we usually call ethnocentrism.
Ethnocentrism has both positive and negative impacts in a multicultural society. The way to
overcome ethnocentrism in global marketing multiculturalism is to explore or 'experience'
other people's cultures.
Theoretical Overview of Cultural Environment
The social environment is an area where various kinds of social interactions take place
between various groups and their institutions with established symbols and values and norms,
as well as related to the natural environment and the built or artificial environment
(spatial).The social environment is an area where various kinds of social interactions take
place between various groups and their institutions with established symbols and values and
norms, as well as related to the natural environment and the built or artificial environment
(spatial).
According to Sartain in Dalyono's book, the social environment is all other people or humans
who influence us. Direct influences such as in daily interactions with other people, with our
family, our friends, school friends, or work colleagues. While indirect influences can be
through radio and television, by reading books, magazines, newspapers, and so on in other
ways. Each of us, especially in terms of our personality is the result of the interaction between
our genes and our social environment, because of this interaction, each person is unique, each
person has their own personality that is different from one another. If in the case of
individuals who have some of the same genes or the same social environment, interacting it
produces wide variations / differences in personality. Based on the above understanding, it
can be concluded that the social environment is an interaction or social relationship that has a
close relationship with everyday life.
Types of Social Environment:
Primary Social Environment
One type of social environment where there is a close relationship between one member and
another who knows each other well.
Secondary Social Environment
is one type of social environment that has a relationship between one member and another
member that has a distance or is less familiar.
Social environmental factors:
Social grouping
It is the various kinds of people who form alliances or social groupings based on genealogical
relationships, such as nuclear or batih families, clans or clans, tribes and others.
Social structuring
Social arrangements are needed to regulate the order of life in a society that unites more than
one person. The arrangement can be in the form of rules as a common guideline in mobilizing
cooperation and daily relationships between its members. Each person must be clear about his
or her position and the roles to be performed, and know what to give and what can be
expected from the other party.
Social institutions
Most social institutions are developed based on the need to control the residential
environment, which is very important for the survival of the community concerned. Rules are
developed to exclude people who are not members of the social unit.
Social Needs
It can be said that a social environment is formed because of the desire of humans to fulfill
their respective needs. Because as social creatures, it is clear that not all of their life needs can
be met by themselves, especially the problem of social needs such as the need for interaction
with others.
Social Environment
The cultural environment is the environment formed by human activities, such as cultural
landscapes in rural areas, forests, urban areas and cities, fixed archaeological structures on
land or water, constructions and built environments of various ages, along with bridges, roads,
power and industrial lines, and port areas. On the one hand, the cultural environment is a non-
renewable resource, on the other hand, the cultural environment is in a constant state of
renewal and development. When changing and developing a valuable cultural environment or
creating a new cultural environment or part of it, the values of the existing environment are a
good starting point. What is lost once in the cultural environment, will remain lost forever.
Definition of cultural environment according to experts, among others:
Open Education Sociology Dictionary, Cultural environment is the social behaviors, norms,
and values that people use to understand and explain their physical and social environment.
Parment, A (2014), In terms of cultural environment, there are significant differences
between countries, and also within country or market borders, for example, between
metropolitan and rural areas.
Concept of Cultural Environment
The environment shows traces of human activity and interaction with nature, from
prehistoric times to modern times. Landscapes of different types and ages, the built
environment and archaeological remains make up what is known as the cultural
environment.
The concept of cultural environment is often associated with positive images related to
history. The cultural environment shows traces from prehistoric times to modern times.
Therefore, its temporal dimension is very broad.
Values placed on the cultural environment are specific to a particular culture, time and
place. These values may vary depending on the time period. Also, places that we may not
want to see or remember are part of the cultural environment.
Cultural environments have significant social and cultural value. Some cultural environments
are protected or defined as particularly valuable. The cultural environment also contains
intangible values. It can be seen as the basis for the collective memory and identity of
communities and people. Everyone has the right to a good cultural environment, and we are
all responsible for safeguarding it. The layers and continuity of our environment allow people
to be oriented, understand the present time and build the future.
Global Marketing
Global marketing is a step for a company to enter the global market. In this era of
globalization, a company is required to carry out global marketing so that it is not left behind
by other companies that have traded internationally and the company is able to compete. In
addition to achieving company goals in financial terms, marketing can also make an entrance
for importers in meeting the demand for goods that are not available in their country. A global
marketing strategy can be defined as one of the ways companies want to compete in the world
enter the global business by influencing customers from abroad and on an international scale
to be interested in the products they produce.
Keegan (1995) defines it as the process of focusing the resources (people, money and physical
assets) and objectives of an organization to seize opportunities and respond to global market
threats.
In his book, Griffin and Pustay (1996) assert that in developing a global marketing strategy
there are seven key factors to consider, namely:
Standardization or customization
Laws and regulations that apply in a country
Economic factors
Currency exchange rate
Target offense
Cultural influence
Competition
Based on these key factors, companies can know what to do in conducting global marketing
including what steps can be taken to be more effective in conducting global marketing.
Research Methods
This research is a research using the literature study method or literature review. A literature
review is a comprehensive overview of research that has been done on a specific topic to
show readers what is already known about the topic and what is not yet known, to find
rationales for research that has been done or for further research ideas (Denney & Tewksbury,
2013). Literature studies can be obtained from various sources including journals, books,
documentation, the internet and libraries. The literature study method is a series of activities
related to library data collection methods, reading and recording, and processing writing
materials (Zed, 2008 in Nursalam, 2016). The type of writing used is a literature review study
that focuses on the results of writing related to the writing topic or variable. The author
conducts this literature study after determining the topic of writing and determining the
formulation of the problem, before going to the field to collect the necessary data (Darmadi,
2011 in Nursalam, 2016).
Results and Discussion
Both the differences and similarities in the world's cultural characteristics cause the task of
global marketers to be twofold: First, marketers must learn and understand the culture of the
countries in which they will be doing business. Second, they must incorporate this
understanding into the planning process. In some instances, marketing strategies and
programs must be adapted; however, marketers should also take advantage of cultural
characteristics and avoid unnecessary and costly adjustments to the marketing mix.
Any systematic study of a new market geography requires a combination of a settled mind
and generosity. However, marketers must also feel secure in their own beliefs and traditions,
while generosity is needed to maintain the values of wholeness and other ways of life and
other values based on the point of view of others. in other words, overcoming negative
prejudices that are a natural result and human tendency towards ethnocentrism. Although
"culture shock" is a normal human reaction to something new and unfamiliar, successful
global marketers always strive to understand people's life experiences from a local
perspective.
One of the reasons that cultural factors are challenging for global marketers is that many of
them are hidden from view. Since culture is a learned behavior and is passed down from
generation to generation, it can be difficult for less experienced or untrained entrants to
understand. As they strive to understand cultural factors, immigrants gradually become
insiders and develop cultural empathy. There are many different paths to achieve the same
goals in life. Global marketers understand this and rejoice in the diversity of life.
The role of culture is very important in international marketing activities. Because culture is
used as an identity in interacting with international society. In international marketers we
must know the influence of culture and must prepare ourselves to face the challenges that will
be faced due to this cultural aspect. In a global society, there is still an assumption from social
groups that their group is the most superior or what we usually call ethnocentrism.
Ethnocentrism has both positive and negative impacts in a multicultural society. The way to
overcome ethnocentrism in global marketing multiculturalism is to explore or 'experience'
other people's cultures.
Because we will make the global community a market share that must be maximized for its
market potential. By not denigrating other people's cultures, but rather abiding by customs
The customs of the place where it will be targeted as a market share. So that the identity of
each group is not lost and can also still maintain the association of global society. This is
because each region and border has a different culture. So that in making products, culture is
one of the factors that will affect the characteristics of these products.
This is also based on purchasing behavior and consumer needs driven by cultural norms.
Cultural background also influences consumers in processing information and factors that
motivate consumers in making purchases. Companies doing global business mean dealing
with consumers, strategic partners, distributors and competitors with different cultural
mindsets.
Conclusions
International marketers play an important and arguably even influential role in affecting the
pace of change around the world. This is most obvious in food but concerns practically all
industries, especially consumer products. Soap and detergent manufacturers have changed
washing habits, the electronics industry has changed entertainment patterns, and clothing
marketers have changed style, and so on. In industrial products, culture has influenced
product characteristics and demand, but even more important is the influence on the
marketing process, especially in the way business is conducted.
International marketers have learned to rely on people who know and understand local
customs and attitudes for marketing expertise. This research is a study using the literature
review method. A literature review is a comprehensive overview of research that has been
done on a specific topic to show readers what is known about the topic and what is not yet
known, to find rationales for research that has already been done or for further research ideas.
The type of writing used is a literature review study that focuses on the results of writing
related to the writing topic or variable. The author conducted this literature study after
determining the topic of writing and determining the formulation of the problem, before going
to the field to collect the necessary data. Any systematic study of a new market geography
requires a combination of an established mind and generosity.
The role of culture is very important in international marketing activities. Because culture is
used as an identity in interacting with international society. In international marketers, we
must know the influence of culture and must prepare ourselves for it face the challenges that
will be faced due to this cultural aspect. In a global society, there is still an assumption from
social groups that their group is the most superior or what we usually call ethnocentrism.
Ethnocentrism has both positive and negative impacts in a multicultural society. The way to
overcome ethnocentrism in global marketing multiculturalism is to explore or 'experience'
other people's cultures.
Theoretical Overview of Cultural Environment
The social environment is an area where various kinds of social interactions take place
between various groups and their institutions with established symbols and values and norms,
as well as related to the natural environment and the built or artificial environment
(spatial).The social environment is an area where various kinds of social interactions take
place between various groups and their institutions with established symbols and values and
norms, as well as related to the natural environment and the built or artificial environment
(spatial).
According to Sartain in Dalyono's book, the social environment is all other people or humans
who influence us. Direct influences such as in daily interactions with other people, with our
family, our friends, school friends, or work colleagues. While indirect influences can be
through radio and television, by reading books, magazines, newspapers, and so on in other
ways. Each of us, especially in terms of our personality is the result of the interaction between
our genes and our social environment, because of this interaction, each person is unique, each
person has their own personality that is different from one another. If in the case of
individuals who have some of the same genes or the same social environment, interacting it
produces wide variations / differences in personality. Based on the above understanding, it
can be concluded that the social environment is an interaction or social relationship that has a
close relationship with everyday life.
Types of Social Environment:
Primary Social Environment
One type of social environment where there is a close relationship between one member and
another who knows each other well.
Secondary Social Environment
is one type of social environment that has a relationship between one member and another
member that has a distance or is less familiar.
Social environmental factors:
Social grouping
It is the various kinds of people who form alliances or social groupings based on genealogical
relationships, such as nuclear or batih families, clans or clans, tribes and others.
Social structuring
Social arrangements are needed to regulate the order of life in a society that unites more than
one person. The arrangement can be in the form of rules as a common guideline in mobilizing
cooperation and daily relationships between its members. Each person must be clear about his
or her position and the roles to be performed, and know what to give and what can be
expected from the other party.
Social institutions
Most social institutions are developed based on the need to control the residential
environment, which is very important for the survival of the community concerned. Rules are
developed to exclude people who are not members of the social unit.
Social Needs
It can be said that a social environment is formed because of the desire of humans to fulfill
their respective needs. Because as social creatures, it is clear that not all of their life needs can
be met by themselves, especially the problem of social needs such as the need for interaction
with others.
Social Environment
The cultural environment is the environment formed by human activities, such as cultural
landscapes in rural areas, forests, urban areas and cities, fixed archaeological structures on
land or water, constructions and built environments of various ages, along with bridges, roads,
power and industrial lines, and port areas. On the one hand, the cultural environment is a non-
renewable resource, on the other hand, the cultural environment is in a constant state of
renewal and development. When changing and developing a valuable cultural environment or
creating a new cultural environment or part of it, the values of the existing environment are a
good starting point. What is lost once in the cultural environment, will remain lost forever.
Definition of cultural environment according to experts, among others:
Open Education Sociology Dictionary, Cultural environment is the social behaviors, norms,
and values that people use to understand and explain their physical and social environment.
Parment, A (2014), In terms of cultural environment, there are significant differences
between countries, and also within country or market borders, for example, between
metropolitan and rural areas.
Concept of Cultural Environment
The environment shows traces of human activity and interaction with nature, from
prehistoric times to modern times. Landscapes of different types and ages, the built
environment and archaeological remains make up what is known as the cultural
environment.
The concept of cultural environment is often associated with positive images related to
history. The cultural environment shows traces from prehistoric times to modern times.
Therefore, its temporal dimension is very broad.
Values placed on the cultural environment are specific to a particular culture, time and
place. These values may vary depending on the time period. Also, places that we may not
want to see or remember are part of the cultural environment.
Cultural environments have significant social and cultural value. Some cultural environments
are protected or defined as particularly valuable. The cultural environment also contains
intangible values. It can be seen as the basis for the collective memory and identity of
communities and people. Everyone has the right to a good cultural environment, and we are
all responsible for safeguarding it. The layers and continuity of our environment allow people
to be oriented, understand the present time and build the future.
Global Marketing
Global marketing is a step for a company to enter the global market. In this era of
globalization, a company is required to carry out global marketing so that it is not left behind
by other companies that have traded internationally and the company is able to compete. In
addition to achieving company goals in financial terms, marketing can also make an entrance
for importers in meeting the demand for goods that are not available in their country. A global
marketing strategy can be defined as one of the ways companies want to compete in the world
enter the global business by influencing customers from abroad and on an international scale
to be interested in the products they produce.
Keegan (1995) defines it as the process of focusing the resources (people, money and physical
assets) and objectives of an organization to seize opportunities and respond to global market
threats.
In his book, Griffin and Pustay (1996) assert that in developing a global marketing strategy
there are seven key factors to consider, namely:
Standardization or customization
Laws and regulations that apply in a country
Economic factors
Currency exchange rate
Target offense
Cultural influence
Competition
Based on these key factors, companies can know what to do in conducting global marketing
including what steps can be taken to be more effective in conducting global marketing.
Research Methods
This research is a research using the literature study method or literature review. A literature
review is a comprehensive overview of research that has been done on a specific topic to
show readers what is already known about the topic and what is not yet known, to find
rationales for research that has been done or for further research ideas (Denney & Tewksbury,
2013). Literature studies can be obtained from various sources including journals, books,
documentation, the internet and libraries. The literature study method is a series of activities
related to library data collection methods, reading and recording, and processing writing
materials (Zed, 2008 in Nursalam, 2016). The type of writing used is a literature review study
that focuses on the results of writing related to the writing topic or variable. The author
conducts this literature study after determining the topic of writing and determining the
formulation of the problem, before going to the field to collect the necessary data (Darmadi,
2011 in Nursalam, 2016).
Results and Discussion
Both the differences and similarities in the world's cultural characteristics cause the task of
global marketers to be twofold: First, marketers must learn and understand the culture of the
countries in which they will be doing business. Second, they must incorporate this
understanding into the planning process. In some instances, marketing strategies and
programs must be adapted; however, marketers should also take advantage of cultural
characteristics and avoid unnecessary and costly adjustments to the marketing mix.
Any systematic study of a new market geography requires a combination of a settled mind
and generosity. However, marketers must also feel secure in their own beliefs and traditions,
while generosity is needed to maintain the values of wholeness and other ways of life and
other values based on the point of view of others. in other words, overcoming negative
prejudices that are a natural result and human tendency towards ethnocentrism. Although
"culture shock" is a normal human reaction to something new and unfamiliar, successful
global marketers always strive to understand people's life experiences from a local
perspective.
One of the reasons that cultural factors are challenging for global marketers is that many of
them are hidden from view. Since culture is a learned behavior and is passed down from
generation to generation, it can be difficult for less experienced or untrained entrants to
understand. As they strive to understand cultural factors, immigrants gradually become
insiders and develop cultural empathy. There are many different paths to achieve the same
goals in life. Global marketers understand this and rejoice in the diversity of life.
The role of culture is very important in international marketing activities. Because culture is
used as an identity in interacting with international society. In international marketers we
must know the influence of culture and must prepare ourselves to face the challenges that will
be faced due to this cultural aspect. In a global society, there is still an assumption from social
groups that their group is the most superior or what we usually call ethnocentrism.
Ethnocentrism has both positive and negative impacts in a multicultural society. The way to
overcome ethnocentrism in global marketing multiculturalism is to explore or 'experience'
other people's cultures.
Because we will make the global community a market share that must be maximized for its
market potential. By not denigrating other people's cultures, but rather abiding by customs
The customs of the place where it will be targeted as a market share. So that the identity of
each group is not lost and can also still maintain the association of global society. This is
because each region and border has a different culture. So that in making products, culture is
one of the factors that will affect the characteristics of these products.
This is also based on purchasing behavior and consumer needs driven by cultural norms.
Cultural background also influences consumers in processing information and factors that
motivate consumers in making purchases. Companies doing global business mean dealing
with consumers, strategic partners, distributors and competitors with different cultural
mindsets.
Conclusions
International marketers play an important and arguably even influential role in affecting the
pace of change around the world. This is most obvious in food but concerns practically all
industries, especially consumer products. Soap and detergent manufacturers have changed
washing habits, the electronics industry has changed entertainment patterns, and clothing
marketers have changed style, and so on. In industrial products, culture has influenced
product characteristics and demand, but even more important is the influence on the
marketing process, especially in the way business is conducted.
International marketers have learned to rely on people who know and understand local
customs and attitudes for marketing expertise. This research is a study using the literature
review method. A literature review is a comprehensive overview of research that has been
done on a specific topic to show readers what is known about the topic and what is not yet
known, to find rationales for research that has already been done or for further research ideas.
The type of writing used is a literature review study that focuses on the results of writing
related to the writing topic or variable. The author conducted this literature study after
determining the topic of writing and determining the formulation of the problem, before going
to the field to collect the necessary data. Any systematic study of a new market geography
requires a combination of an established mind and generosity.
The role of culture is very important in international marketing activities. Because culture is
used as an identity in interacting with international society. In international marketers, we
must know the influence of culture and must prepare ourselves for it face the challenges that
will be faced due to this cultural aspect. In a global society, there is still an assumption from
social groups that their group is the most superior or what we usually call ethnocentrism.
Ethnocentrism has both positive and negative impacts in a multicultural society. The way to
overcome ethnocentrism in global marketing multiculturalism is to explore or 'experience'
other people's cultures.
Theoretical Overview of Cultural Environment
The social environment is an area where various kinds of social interactions take place
between various groups and their institutions with established symbols and values and norms,
as well as related to the natural environment and the built or artificial environment
(spatial).The social environment is an area where various kinds of social interactions take
place between various groups and their institutions with established symbols and values and
norms, as well as related to the natural environment and the built or artificial environment
(spatial).
According to Sartain in Dalyono's book, the social environment is all other people or humans
who influence us. Direct influences such as in daily interactions with other people, with our
family, our friends, school friends, or work colleagues. While indirect influences can be
through radio and television, by reading books, magazines, newspapers, and so on in other
ways. Each of us, especially in terms of our personality is the result of the interaction between
our genes and our social environment, because of this interaction, each person is unique, each
person has their own personality that is different from one another. If in the case of
individuals who have some of the same genes or the same social environment, interacting it
produces wide variations / differences in personality. Based on the above understanding, it
can be concluded that the social environment is an interaction or social relationship that has a
close relationship with everyday life.
Types of Social Environment:
Primary Social Environment
One type of social environment where there is a close relationship between one member and
another who knows each other well.
Secondary Social Environment
is one type of social environment that has a relationship between one member and another
member that has a distance or is less familiar.
Social environmental factors:
Social grouping
It is the various kinds of people who form alliances or social groupings based on genealogical
relationships, such as nuclear or batih families, clans or clans, tribes and others.
Social structuring
Social arrangements are needed to regulate the order of life in a society that unites more than
one person. The arrangement can be in the form of rules as a common guideline in mobilizing
cooperation and daily relationships between its members. Each person must be clear about his
or her position and the roles to be performed, and know what to give and what can be
expected from the other party.
Social institutions
Most social institutions are developed based on the need to control the residential
environment, which is very important for the survival of the community concerned. Rules are
developed to exclude people who are not members of the social unit.
Social Needs
It can be said that a social environment is formed because of the desire of humans to fulfill
their respective needs. Because as social creatures, it is clear that not all of their life needs can
be met by themselves, especially the problem of social needs such as the need for interaction
with others.
Social Environment
The cultural environment is the environment formed by human activities, such as cultural
landscapes in rural areas, forests, urban areas and cities, fixed archaeological structures on
land or water, constructions and built environments of various ages, along with bridges, roads,
power and industrial lines, and port areas. On the one hand, the cultural environment is a non-
renewable resource, on the other hand, the cultural environment is in a constant state of
renewal and development. When changing and developing a valuable cultural environment or
creating a new cultural environment or part of it, the values of the existing environment are a
good starting point. What is lost once in the cultural environment, will remain lost forever.
Definition of cultural environment according to experts, among others:
Open Education Sociology Dictionary, Cultural environment is the social behaviors, norms,
and values that people use to understand and explain their physical and social environment.
Parment, A (2014), In terms of cultural environment, there are significant differences
between countries, and also within country or market borders, for example, between
metropolitan and rural areas.
Concept of Cultural Environment
The environment shows traces of human activity and interaction with nature, from
prehistoric times to modern times. Landscapes of different types and ages, the built
environment and archaeological remains make up what is known as the cultural
environment.
The concept of cultural environment is often associated with positive images related to
history. The cultural environment shows traces from prehistoric times to modern times.
Therefore, its temporal dimension is very broad.
Values placed on the cultural environment are specific to a particular culture, time and
place. These values may vary depending on the time period. Also, places that we may not
want to see or remember are part of the cultural environment.
Cultural environments have significant social and cultural value. Some cultural environments
are protected or defined as particularly valuable. The cultural environment also contains
intangible values. It can be seen as the basis for the collective memory and identity of
communities and people. Everyone has the right to a good cultural environment, and we are
all responsible for safeguarding it. The layers and continuity of our environment allow people
to be oriented, understand the present time and build the future.
Global Marketing
Global marketing is a step for a company to enter the global market. In this era of
globalization, a company is required to carry out global marketing so that it is not left behind
by other companies that have traded internationally and the company is able to compete. In
addition to achieving company goals in financial terms, marketing can also make an entrance
for importers in meeting the demand for goods that are not available in their country. A global
marketing strategy can be defined as one of the ways companies want to compete in the world
enter the global business by influencing customers from abroad and on an international scale
to be interested in the products they produce.
Keegan (1995) defines it as the process of focusing the resources (people, money and physical
assets) and objectives of an organization to seize opportunities and respond to global market
threats.
In his book, Griffin and Pustay (1996) assert that in developing a global marketing strategy
there are seven key factors to consider, namely:
Standardization or customization
Laws and regulations that apply in a country
Economic factors
Currency exchange rate
Target offense
Cultural influence
Competition
Based on these key factors, companies can know what to do in conducting global marketing
including what steps can be taken to be more effective in conducting global marketing.
Research Methods
This research is a research using the literature study method or literature review. A literature
review is a comprehensive overview of research that has been done on a specific topic to
show readers what is already known about the topic and what is not yet known, to find
rationales for research that has been done or for further research ideas (Denney & Tewksbury,
2013). Literature studies can be obtained from various sources including journals, books,
documentation, the internet and libraries. The literature study method is a series of activities
related to library data collection methods, reading and recording, and processing writing
materials (Zed, 2008 in Nursalam, 2016). The type of writing used is a literature review study
that focuses on the results of writing related to the writing topic or variable. The author
conducts this literature study after determining the topic of writing and determining the
formulation of the problem, before going to the field to collect the necessary data (Darmadi,
2011 in Nursalam, 2016).
Results and Discussion
Both the differences and similarities in the world's cultural characteristics cause the task of
global marketers to be twofold: First, marketers must learn and understand the culture of the
countries in which they will be doing business. Second, they must incorporate this
understanding into the planning process. In some instances, marketing strategies and
programs must be adapted; however, marketers should also take advantage of cultural
characteristics and avoid unnecessary and costly adjustments to the marketing mix.
Any systematic study of a new market geography requires a combination of a settled mind
and generosity. However, marketers must also feel secure in their own beliefs and traditions,
while generosity is needed to maintain the values of wholeness and other ways of life and
other values based on the point of view of others. in other words, overcoming negative
prejudices that are a natural result and human tendency towards ethnocentrism. Although
"culture shock" is a normal human reaction to something new and unfamiliar, successful
global marketers always strive to understand people's life experiences from a local
perspective.
One of the reasons that cultural factors are challenging for global marketers is that many of
them are hidden from view. Since culture is a learned behavior and is passed down from
generation to generation, it can be difficult for less experienced or untrained entrants to
understand. As they strive to understand cultural factors, immigrants gradually become
insiders and develop cultural empathy. There are many different paths to achieve the same
goals in life. Global marketers understand this and rejoice in the diversity of life.
The role of culture is very important in international marketing activities. Because culture is
used as an identity in interacting with international society. In international marketers we
must know the influence of culture and must prepare ourselves to face the challenges that will
be faced due to this cultural aspect. In a global society, there is still an assumption from social
groups that their group is the most superior or what we usually call ethnocentrism.
Ethnocentrism has both positive and negative impacts in a multicultural society. The way to
overcome ethnocentrism in global marketing multiculturalism is to explore or 'experience'
other people's cultures.
Because we will make the global community a market share that must be maximized for its
market potential. By not denigrating other people's cultures, but rather abiding by customs
The customs of the place where it will be targeted as a market share. So that the identity of
each group is not lost and can also still maintain the association of global society. This is
because each region and border has a different culture. So that in making products, culture is
one of the factors that will affect the characteristics of these products.
This is also based on purchasing behavior and consumer needs driven by cultural norms.
Cultural background also influences consumers in processing information and factors that
motivate consumers in making purchases. Companies doing global business mean dealing
with consumers, strategic partners, distributors and competitors with different cultural
mindsets.
Conclusions
International marketers play an important and arguably even influential role in affecting the
pace of change around the world. This is most obvious in food but concerns practically all
industries, especially consumer products. Soap and detergent manufacturers have changed
washing habits, the electronics industry has changed entertainment patterns, and clothing
marketers have changed style, and so on. In industrial products, culture has influenced
product characteristics and demand, but even more important is the influence on the
marketing process, especially in the way business is conducted.
International marketers have learned to rely on people who know and understand local
customs and attitudes for marketing expertise. This research is a study using the literature
review method. A literature review is a comprehensive overview of research that has been
done on a specific topic to show readers what is known about the topic and what is not yet
known, to find rationales for research that has already been done or for further research ideas.
The type of writing used is a literature review study that focuses on the results of writing
related to the writing topic or variable. The author conducted this literature study after
determining the topic of writing and determining the formulation of the problem, before going
to the field to collect the necessary data. Any systematic study of a new market geography
requires a combination of an established mind and generosity.
The role of culture is very important in international marketing activities. Because culture is
used as an identity in interacting with international society. In international marketers, we
must know the influence of culture and must prepare ourselves for it face the challenges that
will be faced due to this cultural aspect. In a global society, there is still an assumption from
social groups that their group is the most superior or what we usually call ethnocentrism.
Ethnocentrism has both positive and negative impacts in a multicultural society. The way to
overcome ethnocentrism in global marketing multiculturalism is to explore or 'experience'
other people's cultures.
Theoretical Overview of Cultural Environment
The social environment is an area where various kinds of social interactions take place
between various groups and their institutions with established symbols and values and norms,
as well as related to the natural environment and the built or artificial environment
(spatial).The social environment is an area where various kinds of social interactions take
place between various groups and their institutions with established symbols and values and
norms, as well as related to the natural environment and the built or artificial environment
(spatial).
According to Sartain in Dalyono's book, the social environment is all other people or humans
who influence us. Direct influences such as in daily interactions with other people, with our
family, our friends, school friends, or work colleagues. While indirect influences can be
through radio and television, by reading books, magazines, newspapers, and so on in other
ways. Each of us, especially in terms of our personality is the result of the interaction between
our genes and our social environment, because of this interaction, each person is unique, each
person has their own personality that is different from one another. If in the case of
individuals who have some of the same genes or the same social environment, interacting it
produces wide variations / differences in personality. Based on the above understanding, it
can be concluded that the social environment is an interaction or social relationship that has a
close relationship with everyday life.
Types of Social Environment:
Primary Social Environment
One type of social environment where there is a close relationship between one member and
another who knows each other well.
Secondary Social Environment
is one type of social environment that has a relationship between one member and another
member that has a distance or is less familiar.
Social environmental factors:
Social grouping
It is the various kinds of people who form alliances or social groupings based on genealogical
relationships, such as nuclear or batih families, clans or clans, tribes and others.
Social structuring
Social arrangements are needed to regulate the order of life in a society that unites more than
one person. The arrangement can be in the form of rules as a common guideline in mobilizing
cooperation and daily relationships between its members. Each person must be clear about his
or her position and the roles to be performed, and know what to give and what can be
expected from the other party.
Social institutions
Most social institutions are developed based on the need to control the residential
environment, which is very important for the survival of the community concerned. Rules are
developed to exclude people who are not members of the social unit.
Social Needs
It can be said that a social environment is formed because of the desire of humans to fulfill
their respective needs. Because as social creatures, it is clear that not all of their life needs can
be met by themselves, especially the problem of social needs such as the need for interaction
with others.
Social Environment
The cultural environment is the environment formed by human activities, such as cultural
landscapes in rural areas, forests, urban areas and cities, fixed archaeological structures on
land or water, constructions and built environments of various ages, along with bridges, roads,
power and industrial lines, and port areas. On the one hand, the cultural environment is a non-
renewable resource, on the other hand, the cultural environment is in a constant state of
renewal and development. When changing and developing a valuable cultural environment or
creating a new cultural environment or part of it, the values of the existing environment are a
good starting point. What is lost once in the cultural environment, will remain lost forever.
Definition of cultural environment according to experts, among others:
Open Education Sociology Dictionary, Cultural environment is the social behaviors, norms,
and values that people use to understand and explain their physical and social environment.
Parment, A (2014), In terms of cultural environment, there are significant differences
between countries, and also within country or market borders, for example, between
metropolitan and rural areas.
Concept of Cultural Environment
The environment shows traces of human activity and interaction with nature, from
prehistoric times to modern times. Landscapes of different types and ages, the built
environment and archaeological remains make up what is known as the cultural
environment.
The concept of cultural environment is often associated with positive images related to
history. The cultural environment shows traces from prehistoric times to modern times.
Therefore, its temporal dimension is very broad.
Values placed on the cultural environment are specific to a particular culture, time and
place. These values may vary depending on the time period. Also, places that we may not
want to see or remember are part of the cultural environment.
Cultural environments have significant social and cultural value. Some cultural environments
are protected or defined as particularly valuable. The cultural environment also contains
intangible values. It can be seen as the basis for the collective memory and identity of
communities and people. Everyone has the right to a good cultural environment, and we are
all responsible for safeguarding it. The layers and continuity of our environment allow people
to be oriented, understand the present time and build the future.
Global Marketing
Global marketing is a step for a company to enter the global market. In this era of
globalization, a company is required to carry out global marketing so that it is not left behind
by other companies that have traded internationally and the company is able to compete. In
addition to achieving company goals in financial terms, marketing can also make an entrance
for importers in meeting the demand for goods that are not available in their country. A global
marketing strategy can be defined as one of the ways companies want to compete in the world
enter the global business by influencing customers from abroad and on an international scale
to be interested in the products they produce.
Keegan (1995) defines it as the process of focusing the resources (people, money and physical
assets) and objectives of an organization to seize opportunities and respond to global market
threats.
In his book, Griffin and Pustay (1996) assert that in developing a global marketing strategy
there are seven key factors to consider, namely:
Standardization or customization
Laws and regulations that apply in a country
Economic factors
Currency exchange rate
Target offense
Cultural influence
Competition
Based on these key factors, companies can know what to do in conducting global marketing
including what steps can be taken to be more effective in conducting global marketing.
Research Methods
This research is a research using the literature study method or literature review. A literature
review is a comprehensive overview of research that has been done on a specific topic to
show readers what is already known about the topic and what is not yet known, to find
rationales for research that has been done or for further research ideas (Denney & Tewksbury,
2013). Literature studies can be obtained from various sources including journals, books,
documentation, the internet and libraries. The literature study method is a series of activities
related to library data collection methods, reading and recording, and processing writing
materials (Zed, 2008 in Nursalam, 2016). The type of writing used is a literature review study
that focuses on the results of writing related to the writing topic or variable. The author
conducts this literature study after determining the topic of writing and determining the
formulation of the problem, before going to the field to collect the necessary data (Darmadi,
2011 in Nursalam, 2016).
Results and Discussion
Both the differences and similarities in the world's cultural characteristics cause the task of
global marketers to be twofold: First, marketers must learn and understand the culture of the
countries in which they will be doing business. Second, they must incorporate this
understanding into the planning process. In some instances, marketing strategies and
programs must be adapted; however, marketers should also take advantage of cultural
characteristics and avoid unnecessary and costly adjustments to the marketing mix.
Any systematic study of a new market geography requires a combination of a settled mind
and generosity. However, marketers must also feel secure in their own beliefs and traditions,
while generosity is needed to maintain the values of wholeness and other ways of life and
other values based on the point of view of others. in other words, overcoming negative
prejudices that are a natural result and human tendency towards ethnocentrism. Although
"culture shock" is a normal human reaction to something new and unfamiliar, successful
global marketers always strive to understand people's life experiences from a local
perspective.
One of the reasons that cultural factors are challenging for global marketers is that many of
them are hidden from view. Since culture is a learned behavior and is passed down from
generation to generation, it can be difficult for less experienced or untrained entrants to
understand. As they strive to understand cultural factors, immigrants gradually become
insiders and develop cultural empathy. There are many different paths to achieve the same
goals in life. Global marketers understand this and rejoice in the diversity of life.
The role of culture is very important in international marketing activities. Because culture is
used as an identity in interacting with international society. In international marketers we
must know the influence of culture and must prepare ourselves to face the challenges that will
be faced due to this cultural aspect. In a global society, there is still an assumption from social
groups that their group is the most superior or what we usually call ethnocentrism.
Ethnocentrism has both positive and negative impacts in a multicultural society. The way to
overcome ethnocentrism in global marketing multiculturalism is to explore or 'experience'
other people's cultures.
Because we will make the global community a market share that must be maximized for its
market potential. By not denigrating other people's cultures, but rather abiding by customs
The customs of the place where it will be targeted as a market share. So that the identity of
each group is not lost and can also still maintain the association of global society. This is
because each region and border has a different culture. So that in making products, culture is
one of the factors that will affect the characteristics of these products.
This is also based on purchasing behavior and consumer needs driven by cultural norms.
Cultural background also influences consumers in processing information and factors that
motivate consumers in making purchases. Companies doing global business mean dealing
with consumers, strategic partners, distributors and competitors with different cultural
mindsets.
Conclusions
International marketers play an important and arguably even influential role in affecting the
pace of change around the world. This is most obvious in food but concerns practically all
industries, especially consumer products. Soap and detergent manufacturers have changed
washing habits, the electronics industry has changed entertainment patterns, and clothing
marketers have changed style, and so on. In industrial products, culture has influenced
product characteristics and demand, but even more important is the influence on the
marketing process, especially in the way business is conducted.
International marketers have learned to rely on people who know and understand local
customs and attitudes for marketing expertise. This research is a study using the literature
review method. A literature review is a comprehensive overview of research that has been
done on a specific topic to show readers what is known about the topic and what is not yet
known, to find rationales for research that has already been done or for further research ideas.
The type of writing used is a literature review study that focuses on the results of writing
related to the writing topic or variable. The author conducted this literature study after
determining the topic of writing and determining the formulation of the problem, before going
to the field to collect the necessary data. Any systematic study of a new market geography
requires a combination of an established mind and generosity.
The role of culture is very important in international marketing activities. Because culture is
used as an identity in interacting with international society. In international marketers, we
must know the influence of culture and must prepare ourselves for it face the challenges that
will be faced due to this cultural aspect. In a global society, there is still an assumption from
social groups that their group is the most superior or what we usually call ethnocentrism.
Ethnocentrism has both positive and negative impacts in a multicultural society. The way to
overcome ethnocentrism in global marketing multiculturalism is to explore or 'experience'
other people's cultures.
Theoretical Overview of Cultural Environment
The social environment is an area where various kinds of social interactions take place
between various groups and their institutions with established symbols and values and norms,
as well as related to the natural environment and the built or artificial environment
(spatial).The social environment is an area where various kinds of social interactions take
place between various groups and their institutions with established symbols and values and
norms, as well as related to the natural environment and the built or artificial environment
(spatial).
According to Sartain in Dalyono's book, the social environment is all other people or humans
who influence us. Direct influences such as in daily interactions with other people, with our
family, our friends, school friends, or work colleagues. While indirect influences can be
through radio and television, by reading books, magazines, newspapers, and so on in other
ways. Each of us, especially in terms of our personality is the result of the interaction between
our genes and our social environment, because of this interaction, each person is unique, each
person has their own personality that is different from one another. If in the case of
individuals who have some of the same genes or the same social environment, interacting it
produces wide variations / differences in personality. Based on the above understanding, it
can be concluded that the social environment is an interaction or social relationship that has a
close relationship with everyday life.
Types of Social Environment:
Primary Social Environment
One type of social environment where there is a close relationship between one member and
another who knows each other well.
Secondary Social Environment
is one type of social environment that has a relationship between one member and another
member that has a distance or is less familiar.
Social environmental factors:
Social grouping
It is the various kinds of people who form alliances or social groupings based on genealogical
relationships, such as nuclear or batih families, clans or clans, tribes and others.
Social structuring
Social arrangements are needed to regulate the order of life in a society that unites more than
one person. The arrangement can be in the form of rules as a common guideline in mobilizing
cooperation and daily relationships between its members. Each person must be clear about his
or her position and the roles to be performed, and know what to give and what can be
expected from the other party.
Social institutions
Most social institutions are developed based on the need to control the residential
environment, which is very important for the survival of the community concerned. Rules are
developed to exclude people who are not members of the social unit.
Social Needs
It can be said that a social environment is formed because of the desire of humans to fulfill
their respective needs. Because as social creatures, it is clear that not all of their life needs can
be met by themselves, especially the problem of social needs such as the need for interaction
with others.
Social Environment
The cultural environment is the environment formed by human activities, such as cultural
landscapes in rural areas, forests, urban areas and cities, fixed archaeological structures on
land or water, constructions and built environments of various ages, along with bridges, roads,
power and industrial lines, and port areas. On the one hand, the cultural environment is a non-
renewable resource, on the other hand, the cultural environment is in a constant state of
renewal and development. When changing and developing a valuable cultural environment or
creating a new cultural environment or part of it, the values of the existing environment are a
good starting point. What is lost once in the cultural environment, will remain lost forever.
Definition of cultural environment according to experts, among others:
Open Education Sociology Dictionary, Cultural environment is the social behaviors, norms,
and values that people use to understand and explain their physical and social environment.
Parment, A (2014), In terms of cultural environment, there are significant differences
between countries, and also within country or market borders, for example, between
metropolitan and rural areas.
Concept of Cultural Environment
The environment shows traces of human activity and interaction with nature, from
prehistoric times to modern times. Landscapes of different types and ages, the built
environment and archaeological remains make up what is known as the cultural
environment.
The concept of cultural environment is often associated with positive images related to
history. The cultural environment shows traces from prehistoric times to modern times.
Therefore, its temporal dimension is very broad.
Values placed on the cultural environment are specific to a particular culture, time and
place. These values may vary depending on the time period. Also, places that we may not
want to see or remember are part of the cultural environment.
Cultural environments have significant social and cultural value. Some cultural environments
are protected or defined as particularly valuable. The cultural environment also contains
intangible values. It can be seen as the basis for the collective memory and identity of
communities and people. Everyone has the right to a good cultural environment, and we are
all responsible for safeguarding it. The layers and continuity of our environment allow people
to be oriented, understand the present time and build the future.
Global Marketing
Global marketing is a step for a company to enter the global market. In this era of
globalization, a company is required to carry out global marketing so that it is not left behind
by other companies that have traded internationally and the company is able to compete. In
addition to achieving company goals in financial terms, marketing can also make an entrance
for importers in meeting the demand for goods that are not available in their country. A global
marketing strategy can be defined as one of the ways companies want to compete in the world
enter the global business by influencing customers from abroad and on an international scale
to be interested in the products they produce.
Keegan (1995) defines it as the process of focusing the resources (people, money and physical
assets) and objectives of an organization to seize opportunities and respond to global market
threats.
In his book, Griffin and Pustay (1996) assert that in developing a global marketing strategy
there are seven key factors to consider, namely:
Standardization or customization
Laws and regulations that apply in a country
Economic factors
Currency exchange rate
Target offense
Cultural influence
Competition
Based on these key factors, companies can know what to do in conducting global marketing
including what steps can be taken to be more effective in conducting global marketing.
Research Methods
This research is a research using the literature study method or literature review. A literature
review is a comprehensive overview of research that has been done on a specific topic to
show readers what is already known about the topic and what is not yet known, to find
rationales for research that has been done or for further research ideas (Denney & Tewksbury,
2013). Literature studies can be obtained from various sources including journals, books,
documentation, the internet and libraries. The literature study method is a series of activities
related to library data collection methods, reading and recording, and processing writing
materials (Zed, 2008 in Nursalam, 2016). The type of writing used is a literature review study
that focuses on the results of writing related to the writing topic or variable. The author
conducts this literature study after determining the topic of writing and determining the
formulation of the problem, before going to the field to collect the necessary data (Darmadi,
2011 in Nursalam, 2016).
Results and Discussion
Both the differences and similarities in the world's cultural characteristics cause the task of
global marketers to be twofold: First, marketers must learn and understand the culture of the
countries in which they will be doing business. Second, they must incorporate this
understanding into the planning process. In some instances, marketing strategies and
programs must be adapted; however, marketers should also take advantage of cultural
characteristics and avoid unnecessary and costly adjustments to the marketing mix.
Any systematic study of a new market geography requires a combination of a settled mind
and generosity. However, marketers must also feel secure in their own beliefs and traditions,
while generosity is needed to maintain the values of wholeness and other ways of life and
other values based on the point of view of others. in other words, overcoming negative
prejudices that are a natural result and human tendency towards ethnocentrism. Although
"culture shock" is a normal human reaction to something new and unfamiliar, successful
global marketers always strive to understand people's life experiences from a local
perspective.
One of the reasons that cultural factors are challenging for global marketers is that many of
them are hidden from view. Since culture is a learned behavior and is passed down from
generation to generation, it can be difficult for less experienced or untrained entrants to
understand. As they strive to understand cultural factors, immigrants gradually become
insiders and develop cultural empathy. There are many different paths to achieve the same
goals in life. Global marketers understand this and rejoice in the diversity of life.
The role of culture is very important in international marketing activities. Because culture is
used as an identity in interacting with international society. In international marketers we
must know the influence of culture and must prepare ourselves to face the challenges that will
be faced due to this cultural aspect. In a global society, there is still an assumption from social
groups that their group is the most superior or what we usually call ethnocentrism.
Ethnocentrism has both positive and negative impacts in a multicultural society. The way to
overcome ethnocentrism in global marketing multiculturalism is to explore or 'experience'
other people's cultures.
Because we will make the global community a market share that must be maximized for its
market potential. By not denigrating other people's cultures, but rather abiding by customs
The customs of the place where it will be targeted as a market share. So that the identity of
each group is not lost and can also still maintain the association of global society. This is
because each region and border has a different culture. So that in making products, culture is
one of the factors that will affect the characteristics of these products.
This is also based on purchasing behavior and consumer needs driven by cultural norms.
Cultural background also influences consumers in processing information and factors that
motivate consumers in making purchases. Companies doing global business mean dealing
with consumers, strategic partners, distributors and competitors with different cultural
mindsets.
Conclusions
International marketers play an important and arguably even influential role in affecting the
pace of change around the world. This is most obvious in food but concerns practically all
industries, especially consumer products. Soap and detergent manufacturers have changed
washing habits, the electronics industry has changed entertainment patterns, and clothing
marketers have changed style, and so on. In industrial products, culture has influenced
product characteristics and demand, but even more important is the influence on the
marketing process, especially in the way business is conducted.
International marketers have learned to rely on people who know and understand local
customs and attitudes for marketing expertise. This research is a study using the literature
review method. A literature review is a comprehensive overview of research that has been
done on a specific topic to show readers what is known about the topic and what is not yet
known, to find rationales for research that has already been done or for further research ideas.
The type of writing used is a literature review study that focuses on the results of writing
related to the writing topic or variable. The author conducted this literature study after
determining the topic of writing and determining the formulation of the problem, before going
to the field to collect the necessary data. Any systematic study of a new market geography
requires a combination of an established mind and generosity.
The role of culture is very important in international marketing activities. Because culture is
used as an identity in interacting with international society. In international marketers, we
must know the influence of culture and must prepare ourselves for it face the challenges that
will be faced due to this cultural aspect. In a global society, there is still an assumption from
social groups that their group is the most superior or what we usually call ethnocentrism.
Ethnocentrism has both positive and negative impacts in a multicultural society. The way to
overcome ethnocentrism in global marketing multiculturalism is to explore or 'experience'
other people's cultures.
Theoretical Overview of Cultural Environment
The social environment is an area where various kinds of social interactions take place
between various groups and their institutions with established symbols and values and norms,
as well as related to the natural environment and the built or artificial environment
(spatial).The social environment is an area where various kinds of social interactions take
place between various groups and their institutions with established symbols and values and
norms, as well as related to the natural environment and the built or artificial environment
(spatial).
According to Sartain in Dalyono's book, the social environment is all other people or humans
who influence us. Direct influences such as in daily interactions with other people, with our
family, our friends, school friends, or work colleagues. While indirect influences can be
through radio and television, by reading books, magazines, newspapers, and so on in other
ways. Each of us, especially in terms of our personality is the result of the interaction between
our genes and our social environment, because of this interaction, each person is unique, each
person has their own personality that is different from one another. If in the case of
individuals who have some of the same genes or the same social environment, interacting it
produces wide variations / differences in personality. Based on the above understanding, it
can be concluded that the social environment is an interaction or social relationship that has a
close relationship with everyday life.
Types of Social Environment:
Primary Social Environment
One type of social environment where there is a close relationship between one member and
another who knows each other well.
Secondary Social Environment
is one type of social environment that has a relationship between one member and another
member that has a distance or is less familiar.
Social environmental factors:
Social grouping
It is the various kinds of people who form alliances or social groupings based on genealogical
relationships, such as nuclear or batih families, clans or clans, tribes and others.
Social structuring
Social arrangements are needed to regulate the order of life in a society that unites more than
one person. The arrangement can be in the form of rules as a common guideline in mobilizing
cooperation and daily relationships between its members. Each person must be clear about his
or her position and the roles to be performed, and know what to give and what can be
expected from the other party.
Social institutions
Most social institutions are developed based on the need to control the residential
environment, which is very important for the survival of the community concerned. Rules are
developed to exclude people who are not members of the social unit.
Social Needs
It can be said that a social environment is formed because of the desire of humans to fulfill
their respective needs. Because as social creatures, it is clear that not all of their life needs can
be met by themselves, especially the problem of social needs such as the need for interaction
with others.
Social Environment
The cultural environment is the environment formed by human activities, such as cultural
landscapes in rural areas, forests, urban areas and cities, fixed archaeological structures on
land or water, constructions and built environments of various ages, along with bridges, roads,
power and industrial lines, and port areas. On the one hand, the cultural environment is a non-
renewable resource, on the other hand, the cultural environment is in a constant state of
renewal and development. When changing and developing a valuable cultural environment or
creating a new cultural environment or part of it, the values of the existing environment are a
good starting point. What is lost once in the cultural environment, will remain lost forever.
Definition of cultural environment according to experts, among others:
Open Education Sociology Dictionary, Cultural environment is the social behaviors, norms,
and values that people use to understand and explain their physical and social environment.
Parment, A (2014), In terms of cultural environment, there are significant differences
between countries, and also within country or market borders, for example, between
metropolitan and rural areas.
Concept of Cultural Environment
The environment shows traces of human activity and interaction with nature, from
prehistoric times to modern times. Landscapes of different types and ages, the built
environment and archaeological remains make up what is known as the cultural
environment.
The concept of cultural environment is often associated with positive images related to
history. The cultural environment shows traces from prehistoric times to modern times.
Therefore, its temporal dimension is very broad.
Values placed on the cultural environment are specific to a particular culture, time and
place. These values may vary depending on the time period. Also, places that we may not
want to see or remember are part of the cultural environment.
Cultural environments have significant social and cultural value. Some cultural environments
are protected or defined as particularly valuable. The cultural environment also contains
intangible values. It can be seen as the basis for the collective memory and identity of
communities and people. Everyone has the right to a good cultural environment, and we are
all responsible for safeguarding it. The layers and continuity of our environment allow people
to be oriented, understand the present time and build the future.
Global Marketing
Global marketing is a step for a company to enter the global market. In this era of
globalization, a company is required to carry out global marketing so that it is not left behind
by other companies that have traded internationally and the company is able to compete. In
addition to achieving company goals in financial terms, marketing can also make an entrance
for importers in meeting the demand for goods that are not available in their country. A global
marketing strategy can be defined as one of the ways companies want to compete in the world
enter the global business by influencing customers from abroad and on an international scale
to be interested in the products they produce.
Keegan (1995) defines it as the process of focusing the resources (people, money and physical
assets) and objectives of an organization to seize opportunities and respond to global market
threats.
In his book, Griffin and Pustay (1996) assert that in developing a global marketing strategy
there are seven key factors to consider, namely:
Standardization or customization
Laws and regulations that apply in a country
Economic factors
Currency exchange rate
Target offense
Cultural influence
Competition
Based on these key factors, companies can know what to do in conducting global marketing
including what steps can be taken to be more effective in conducting global marketing.
Research Methods
This research is a research using the literature study method or literature review. A literature
review is a comprehensive overview of research that has been done on a specific topic to
show readers what is already known about the topic and what is not yet known, to find
rationales for research that has been done or for further research ideas (Denney & Tewksbury,
2013). Literature studies can be obtained from various sources including journals, books,
documentation, the internet and libraries. The literature study method is a series of activities
related to library data collection methods, reading and recording, and processing writing
materials (Zed, 2008 in Nursalam, 2016). The type of writing used is a literature review study
that focuses on the results of writing related to the writing topic or variable. The author
conducts this literature study after determining the topic of writing and determining the
formulation of the problem, before going to the field to collect the necessary data (Darmadi,
2011 in Nursalam, 2016).
Results and Discussion
Both the differences and similarities in the world's cultural characteristics cause the task of
global marketers to be twofold: First, marketers must learn and understand the culture of the
countries in which they will be doing business. Second, they must incorporate this
understanding into the planning process. In some instances, marketing strategies and
programs must be adapted; however, marketers should also take advantage of cultural
characteristics and avoid unnecessary and costly adjustments to the marketing mix.
Any systematic study of a new market geography requires a combination of a settled mind
and generosity. However, marketers must also feel secure in their own beliefs and traditions,
while generosity is needed to maintain the values of wholeness and other ways of life and
other values based on the point of view of others. in other words, overcoming negative
prejudices that are a natural result and human tendency towards ethnocentrism. Although
"culture shock" is a normal human reaction to something new and unfamiliar, successful
global marketers always strive to understand people's life experiences from a local
perspective.
One of the reasons that cultural factors are challenging for global marketers is that many of
them are hidden from view. Since culture is a learned behavior and is passed down from
generation to generation, it can be difficult for less experienced or untrained entrants to
understand. As they strive to understand cultural factors, immigrants gradually become
insiders and develop cultural empathy. There are many different paths to achieve the same
goals in life. Global marketers understand this and rejoice in the diversity of life.
The role of culture is very important in international marketing activities. Because culture is
used as an identity in interacting with international society. In international marketers we
must know the influence of culture and must prepare ourselves to face the challenges that will
be faced due to this cultural aspect. In a global society, there is still an assumption from social
groups that their group is the most superior or what we usually call ethnocentrism.
Ethnocentrism has both positive and negative impacts in a multicultural society. The way to
overcome ethnocentrism in global marketing multiculturalism is to explore or 'experience'
other people's cultures.
Because we will make the global community a market share that must be maximized for its
market potential. By not denigrating other people's cultures, but rather abiding by customs
The customs of the place where it will be targeted as a market share. So that the identity of
each group is not lost and can also still maintain the association of global society. This is
because each region and border has a different culture. So that in making products, culture is
one of the factors that will affect the characteristics of these products.
This is also based on purchasing behavior and consumer needs driven by cultural norms.
Cultural background also influences consumers in processing information and factors that
motivate consumers in making purchases. Companies doing global business mean dealing
with consumers, strategic partners, distributors and competitors with different cultural
mindsets.
Conclusions
International marketers play an important and arguably even influential role in affecting the
pace of change around the world. This is most obvious in food but concerns practically all
industries, especially consumer products. Soap and detergent manufacturers have changed
washing habits, the electronics industry has changed entertainment patterns, and clothing
marketers have changed style, and so on. In industrial products, culture has influenced
product characteristics and demand, but even more important is the influence on the
marketing process, especially in the way business is conducted.
International marketers have learned to rely on people who know and understand local
customs and attitudes for marketing expertise. This research is a study using the literature
review method. A literature review is a comprehensive overview of research that has been
done on a specific topic to show readers what is known about the topic and what is not yet
known, to find rationales for research that has already been done or for further research ideas.
The type of writing used is a literature review study that focuses on the results of writing
related to the writing topic or variable. The author conducted this literature study after
determining the topic of writing and determining the formulation of the problem, before going
to the field to collect the necessary data. Any systematic study of a new market geography
requires a combination of an established mind and generosity.
The role of culture is very important in international marketing activities. Because culture is
used as an identity in interacting with international society. In international marketers, we
must know the influence of culture and must prepare ourselves for it face the challenges that
will be faced due to this cultural aspect. In a global society, there is still an assumption from
social groups that their group is the most superior or what we usually call ethnocentrism.
Ethnocentrism has both positive and negative impacts in a multicultural society. The way to
overcome ethnocentrism in global marketing multiculturalism is to explore or 'experience'
other people's cultures.
Theoretical Overview of Cultural Environment
The social environment is an area where various kinds of social interactions take place
between various groups and their institutions with established symbols and values and norms,
as well as related to the natural environment and the built or artificial environment
(spatial).The social environment is an area where various kinds of social interactions take
place between various groups and their institutions with established symbols and values and
norms, as well as related to the natural environment and the built or artificial environment
(spatial).
According to Sartain in Dalyono's book, the social environment is all other people or humans
who influence us. Direct influences such as in daily interactions with other people, with our
family, our friends, school friends, or work colleagues. While indirect influences can be
through radio and television, by reading books, magazines, newspapers, and so on in other
ways. Each of us, especially in terms of our personality is the result of the interaction between
our genes and our social environment, because of this interaction, each person is unique, each
person has their own personality that is different from one another. If in the case of
individuals who have some of the same genes or the same social environment, interacting it
produces wide variations / differences in personality. Based on the above understanding, it
can be concluded that the social environment is an interaction or social relationship that has a
close relationship with everyday life.
Types of Social Environment:
Primary Social Environment
One type of social environment where there is a close relationship between one member and
another who knows each other well.
Secondary Social Environment
is one type of social environment that has a relationship between one member and another
member that has a distance or is less familiar.
Social environmental factors:
Social grouping
It is the various kinds of people who form alliances or social groupings based on genealogical
relationships, such as nuclear or batih families, clans or clans, tribes and others.
Social structuring
Social arrangements are needed to regulate the order of life in a society that unites more than
one person. The arrangement can be in the form of rules as a common guideline in mobilizing
cooperation and daily relationships between its members. Each person must be clear about his
or her position and the roles to be performed, and know what to give and what can be
expected from the other party.
Social institutions
Most social institutions are developed based on the need to control the residential
environment, which is very important for the survival of the community concerned. Rules are
developed to exclude people who are not members of the social unit.
Social Needs
It can be said that a social environment is formed because of the desire of humans to fulfill
their respective needs. Because as social creatures, it is clear that not all of their life needs can
be met by themselves, especially the problem of social needs such as the need for interaction
with others.
Social Environment
The cultural environment is the environment formed by human activities, such as cultural
landscapes in rural areas, forests, urban areas and cities, fixed archaeological structures on
land or water, constructions and built environments of various ages, along with bridges, roads,
power and industrial lines, and port areas. On the one hand, the cultural environment is a non-
renewable resource, on the other hand, the cultural environment is in a constant state of
renewal and development. When changing and developing a valuable cultural environment or
creating a new cultural environment or part of it, the values of the existing environment are a
good starting point. What is lost once in the cultural environment, will remain lost forever.
Definition of cultural environment according to experts, among others:
Open Education Sociology Dictionary, Cultural environment is the social behaviors, norms,
and values that people use to understand and explain their physical and social environment.
Parment, A (2014), In terms of cultural environment, there are significant differences
between countries, and also within country or market borders, for example, between
metropolitan and rural areas.
Concept of Cultural Environment
The environment shows traces of human activity and interaction with nature, from
prehistoric times to modern times. Landscapes of different types and ages, the built
environment and archaeological remains make up what is known as the cultural
environment.
The concept of cultural environment is often associated with positive images related to
history. The cultural environment shows traces from prehistoric times to modern times.
Therefore, its temporal dimension is very broad.
Values placed on the cultural environment are specific to a particular culture, time and
place. These values may vary depending on the time period. Also, places that we may not
want to see or remember are part of the cultural environment.
Cultural environments have significant social and cultural value. Some cultural environments
are protected or defined as particularly valuable. The cultural environment also contains
intangible values. It can be seen as the basis for the collective memory and identity of
communities and people. Everyone has the right to a good cultural environment, and we are
all responsible for safeguarding it. The layers and continuity of our environment allow people
to be oriented, understand the present time and build the future.
Global Marketing
Global marketing is a step for a company to enter the global market. In this era of
globalization, a company is required to carry out global marketing so that it is not left behind
by other companies that have traded internationally and the company is able to compete. In
addition to achieving company goals in financial terms, marketing can also make an entrance
for importers in meeting the demand for goods that are not available in their country. A global
marketing strategy can be defined as one of the ways companies want to compete in the world
enter the global business by influencing customers from abroad and on an international scale
to be interested in the products they produce.
Keegan (1995) defines it as the process of focusing the resources (people, money and physical
assets) and objectives of an organization to seize opportunities and respond to global market
threats.
In his book, Griffin and Pustay (1996) assert that in developing a global marketing strategy
there are seven key factors to consider, namely:
Standardization or customization
Laws and regulations that apply in a country
Economic factors
Currency exchange rate
Target offense
Cultural influence
Competition
Based on these key factors, companies can know what to do in conducting global marketing
including what steps can be taken to be more effective in conducting global marketing.
Research Methods
This research is a research using the literature study method or literature review. A literature
review is a comprehensive overview of research that has been done on a specific topic to
show readers what is already known about the topic and what is not yet known, to find
rationales for research that has been done or for further research ideas (Denney & Tewksbury,
2013). Literature studies can be obtained from various sources including journals, books,
documentation, the internet and libraries. The literature study method is a series of activities
related to library data collection methods, reading and recording, and processing writing
materials (Zed, 2008 in Nursalam, 2016). The type of writing used is a literature review study
that focuses on the results of writing related to the writing topic or variable. The author
conducts this literature study after determining the topic of writing and determining the
formulation of the problem, before going to the field to collect the necessary data (Darmadi,
2011 in Nursalam, 2016).
Results and Discussion
Both the differences and similarities in the world's cultural characteristics cause the task of
global marketers to be twofold: First, marketers must learn and understand the culture of the
countries in which they will be doing business. Second, they must incorporate this
understanding into the planning process. In some instances, marketing strategies and
programs must be adapted; however, marketers should also take advantage of cultural
characteristics and avoid unnecessary and costly adjustments to the marketing mix.
Any systematic study of a new market geography requires a combination of a settled mind
and generosity. However, marketers must also feel secure in their own beliefs and traditions,
while generosity is needed to maintain the values of wholeness and other ways of life and
other values based on the point of view of others. in other words, overcoming negative
prejudices that are a natural result and human tendency towards ethnocentrism. Although
"culture shock" is a normal human reaction to something new and unfamiliar, successful
global marketers always strive to understand people's life experiences from a local
perspective.
One of the reasons that cultural factors are challenging for global marketers is that many of
them are hidden from view. Since culture is a learned behavior and is passed down from
generation to generation, it can be difficult for less experienced or untrained entrants to
understand. As they strive to understand cultural factors, immigrants gradually become
insiders and develop cultural empathy. There are many different paths to achieve the same
goals in life. Global marketers understand this and rejoice in the diversity of life.
The role of culture is very important in international marketing activities. Because culture is
used as an identity in interacting with international society. In international marketers we
must know the influence of culture and must prepare ourselves to face the challenges that will
be faced due to this cultural aspect. In a global society, there is still an assumption from social
groups that their group is the most superior or what we usually call ethnocentrism.
Ethnocentrism has both positive and negative impacts in a multicultural society. The way to
overcome ethnocentrism in global marketing multiculturalism is to explore or 'experience'
other people's cultures.
Because we will make the global community a market share that must be maximized for its
market potential. By not denigrating other people's cultures, but rather abiding by customs
The customs of the place where it will be targeted as a market share. So that the identity of
each group is not lost and can also still maintain the association of global society. This is
because each region and border has a different culture. So that in making products, culture is
one of the factors that will affect the characteristics of these products.
This is also based on purchasing behavior and consumer needs driven by cultural norms.
Cultural background also influences consumers in processing information and factors that
motivate consumers in making purchases. Companies doing global business mean dealing
with consumers, strategic partners, distributors and competitors with different cultural
mindsets.
Conclusions
International marketers play an important and arguably even influential role in affecting the
pace of change around the world. This is most obvious in food but concerns practically all
industries, especially consumer products. Soap and detergent manufacturers have changed
washing habits, the electronics industry has changed entertainment patterns, and clothing
marketers have changed style, and so on. In industrial products, culture has influenced
product characteristics and demand, but even more important is the influence on the
marketing process, especially in the way business is conducted.
International marketers have learned to rely on people who know and understand local
customs and attitudes for marketing expertise. This research is a study using the literature
review method. A literature review is a comprehensive overview of research that has been
done on a specific topic to show readers what is known about the topic and what is not yet
known, to find rationales for research that has already been done or for further research ideas.
The type of writing used is a literature review study that focuses on the results of writing
related to the writing topic or variable. The author conducted this literature study after
determining the topic of writing and determining the formulation of the problem, before going
to the field to collect the necessary data. Any systematic study of a new market geography
requires a combination of an established mind and generosity.
The role of culture is very important in international marketing activities. Because culture is
used as an identity in interacting with international society. In international marketers, we
must know the influence of culture and must prepare ourselves for it face the challenges that
will be faced due to this cultural aspect. In a global society, there is still an assumption from
social groups that their group is the most superior or what we usually call ethnocentrism.
Ethnocentrism has both positive and negative impacts in a multicultural society. The way to
overcome ethnocentrism in global marketing multiculturalism is to explore or 'experience'
other people's cultures.
Theoretical Overview of Cultural Environment
The social environment is an area where various kinds of social interactions take place
between various groups and their institutions with established symbols and values and norms,
as well as related to the natural environment and the built or artificial environment
(spatial).The social environment is an area where various kinds of social interactions take
place between various groups and their institutions with established symbols and values and
norms, as well as related to the natural environment and the built or artificial environment
(spatial).
According to Sartain in Dalyono's book, the social environment is all other people or humans
who influence us. Direct influences such as in daily interactions with other people, with our
family, our friends, school friends, or work colleagues. While indirect influences can be
through radio and television, by reading books, magazines, newspapers, and so on in other
ways. Each of us, especially in terms of our personality is the result of the interaction between
our genes and our social environment, because of this interaction, each person is unique, each
person has their own personality that is different from one another. If in the case of
individuals who have some of the same genes or the same social environment, interacting it
produces wide variations / differences in personality. Based on the above understanding, it
can be concluded that the social environment is an interaction or social relationship that has a
close relationship with everyday life.
Types of Social Environment:
Primary Social Environment
One type of social environment where there is a close relationship between one member and
another who knows each other well.
Secondary Social Environment
is one type of social environment that has a relationship between one member and another
member that has a distance or is less familiar.
Social environmental factors:
Social grouping
It is the various kinds of people who form alliances or social groupings based on genealogical
relationships, such as nuclear or batih families, clans or clans, tribes and others.
Social structuring
Social arrangements are needed to regulate the order of life in a society that unites more than
one person. The arrangement can be in the form of rules as a common guideline in mobilizing
cooperation and daily relationships between its members. Each person must be clear about his
or her position and the roles to be performed, and know what to give and what can be
expected from the other party.
Social institutions
Most social institutions are developed based on the need to control the residential
environment, which is very important for the survival of the community concerned. Rules are
developed to exclude people who are not members of the social unit.
Social Needs
It can be said that a social environment is formed because of the desire of humans to fulfill
their respective needs. Because as social creatures, it is clear that not all of their life needs can
be met by themselves, especially the problem of social needs such as the need for interaction
with others.
Social Environment
The cultural environment is the environment formed by human activities, such as cultural
landscapes in rural areas, forests, urban areas and cities, fixed archaeological structures on
land or water, constructions and built environments of various ages, along with bridges, roads,
power and industrial lines, and port areas. On the one hand, the cultural environment is a non-
renewable resource, on the other hand, the cultural environment is in a constant state of
renewal and development. When changing and developing a valuable cultural environment or
creating a new cultural environment or part of it, the values of the existing environment are a
good starting point. What is lost once in the cultural environment, will remain lost forever.
Definition of cultural environment according to experts, among others:
Open Education Sociology Dictionary, Cultural environment is the social behaviors, norms,
and values that people use to understand and explain their physical and social environment.
Parment, A (2014), In terms of cultural environment, there are significant differences
between countries, and also within country or market borders, for example, between
metropolitan and rural areas.
Concept of Cultural Environment
The environment shows traces of human activity and interaction with nature, from
prehistoric times to modern times. Landscapes of different types and ages, the built
environment and archaeological remains make up what is known as the cultural
environment.
The concept of cultural environment is often associated with positive images related to
history. The cultural environment shows traces from prehistoric times to modern times.
Therefore, its temporal dimension is very broad.
Values placed on the cultural environment are specific to a particular culture, time and
place. These values may vary depending on the time period. Also, places that we may not
want to see or remember are part of the cultural environment.
Cultural environments have significant social and cultural value. Some cultural environments
are protected or defined as particularly valuable. The cultural environment also contains
intangible values. It can be seen as the basis for the collective memory and identity of
communities and people. Everyone has the right to a good cultural environment, and we are
all responsible for safeguarding it. The layers and continuity of our environment allow people
to be oriented, understand the present time and build the future.
Global Marketing
Global marketing is a step for a company to enter the global market. In this era of
globalization, a company is required to carry out global marketing so that it is not left behind
by other companies that have traded internationally and the company is able to compete. In
addition to achieving company goals in financial terms, marketing can also make an entrance
for importers in meeting the demand for goods that are not available in their country. A global
marketing strategy can be defined as one of the ways companies want to compete in the world
enter the global business by influencing customers from abroad and on an international scale
to be interested in the products they produce.
Keegan (1995) defines it as the process of focusing the resources (people, money and physical
assets) and objectives of an organization to seize opportunities and respond to global market
threats.
In his book, Griffin and Pustay (1996) assert that in developing a global marketing strategy
there are seven key factors to consider, namely:
Standardization or customization
Laws and regulations that apply in a country
Economic factors
Currency exchange rate
Target offense
Cultural influence
Competition
Based on these key factors, companies can know what to do in conducting global marketing
including what steps can be taken to be more effective in conducting global marketing.
Research Methods
This research is a research using the literature study method or literature review. A literature
review is a comprehensive overview of research that has been done on a specific topic to
show readers what is already known about the topic and what is not yet known, to find
rationales for research that has been done or for further research ideas (Denney & Tewksbury,
2013). Literature studies can be obtained from various sources including journals, books,
documentation, the internet and libraries. The literature study method is a series of activities
related to library data collection methods, reading and recording, and processing writing
materials (Zed, 2008 in Nursalam, 2016). The type of writing used is a literature review study
that focuses on the results of writing related to the writing topic or variable. The author
conducts this literature study after determining the topic of writing and determining the
formulation of the problem, before going to the field to collect the necessary data (Darmadi,
2011 in Nursalam, 2016).
Results and Discussion
Both the differences and similarities in the world's cultural characteristics cause the task of
global marketers to be twofold: First, marketers must learn and understand the culture of the
countries in which they will be doing business. Second, they must incorporate this
understanding into the planning process. In some instances, marketing strategies and
programs must be adapted; however, marketers should also take advantage of cultural
characteristics and avoid unnecessary and costly adjustments to the marketing mix.
Any systematic study of a new market geography requires a combination of a settled mind
and generosity. However, marketers must also feel secure in their own beliefs and traditions,
while generosity is needed to maintain the values of wholeness and other ways of life and
other values based on the point of view of others. in other words, overcoming negative
prejudices that are a natural result and human tendency towards ethnocentrism. Although
"culture shock" is a normal human reaction to something new and unfamiliar, successful
global marketers always strive to understand people's life experiences from a local
perspective.
One of the reasons that cultural factors are challenging for global marketers is that many of
them are hidden from view. Since culture is a learned behavior and is passed down from
generation to generation, it can be difficult for less experienced or untrained entrants to
understand. As they strive to understand cultural factors, immigrants gradually become
insiders and develop cultural empathy. There are many different paths to achieve the same
goals in life. Global marketers understand this and rejoice in the diversity of life.
The role of culture is very important in international marketing activities. Because culture is
used as an identity in interacting with international society. In international marketers we
must know the influence of culture and must prepare ourselves to face the challenges that will
be faced due to this cultural aspect. In a global society, there is still an assumption from social
groups that their group is the most superior or what we usually call ethnocentrism.
Ethnocentrism has both positive and negative impacts in a multicultural society. The way to
overcome ethnocentrism in global marketing multiculturalism is to explore or 'experience'
other people's cultures.
Because we will make the global community a market share that must be maximized for its
market potential. By not denigrating other people's cultures, but rather abiding by customs
The customs of the place where it will be targeted as a market share. So that the identity of
each group is not lost and can also still maintain the association of global society. This is
because each region and border has a different culture. So that in making products, culture is
one of the factors that will affect the characteristics of these products.
This is also based on purchasing behavior and consumer needs driven by cultural norms.
Cultural background also influences consumers in processing information and factors that
motivate consumers in making purchases. Companies doing global business mean dealing
with consumers, strategic partners, distributors and competitors with different cultural
mindsets.
Conclusions
International marketers play an important and arguably even influential role in affecting the
pace of change around the world. This is most obvious in food but concerns practically all
industries, especially consumer products. Soap and detergent manufacturers have changed
washing habits, the electronics industry has changed entertainment patterns, and clothing
marketers have changed style, and so on. In industrial products, culture has influenced
product characteristics and demand, but even more important is the influence on the
marketing process, especially in the way business is conducted.
International marketers have learned to rely on people who know and understand local
customs and attitudes for marketing expertise. This research is a study using the literature
review method. A literature review is a comprehensive overview of research that has been
done on a specific topic to show readers what is known about the topic and what is not yet
known, to find rationales for research that has already been done or for further research ideas.
The type of writing used is a literature review study that focuses on the results of writing
related to the writing topic or variable. The author conducted this literature study after
determining the topic of writing and determining the formulation of the problem, before going
to the field to collect the necessary data. Any systematic study of a new market geography
requires a combination of an established mind and generosity.
The role of culture is very important in international marketing activities. Because culture is
used as an identity in interacting with international society. In international marketers, we
must know the influence of culture and must prepare ourselves for it face the challenges that
will be faced due to this cultural aspect. In a global society, there is still an assumption from
social groups that their group is the most superior or what we usually call ethnocentrism.
Ethnocentrism has both positive and negative impacts in a multicultural society. The way to
overcome ethnocentrism in global marketing multiculturalism is to explore or 'experience'
other people's cultures.
Theoretical Overview of Cultural Environment
The social environment is an area where various kinds of social interactions take place
between various groups and their institutions with established symbols and values and norms,
as well as related to the natural environment and the built or artificial environment
(spatial).The social environment is an area where various kinds of social interactions take
place between various groups and their institutions with established symbols and values and
norms, as well as related to the natural environment and the built or artificial environment
(spatial).
According to Sartain in Dalyono's book, the social environment is all other people or humans
who influence us. Direct influences such as in daily interactions with other people, with our
family, our friends, school friends, or work colleagues. While indirect influences can be
through radio and television, by reading books, magazines, newspapers, and so on in other
ways. Each of us, especially in terms of our personality is the result of the interaction between
our genes and our social environment, because of this interaction, each person is unique, each
person has their own personality that is different from one another. If in the case of
individuals who have some of the same genes or the same social environment, interacting it
produces wide variations / differences in personality. Based on the above understanding, it
can be concluded that the social environment is an interaction or social relationship that has a
close relationship with everyday life.
Types of Social Environment:
Primary Social Environment
One type of social environment where there is a close relationship between one member and
another who knows each other well.
Secondary Social Environment
is one type of social environment that has a relationship between one member and another
member that has a distance or is less familiar.
Social environmental factors:
Social grouping
It is the various kinds of people who form alliances or social groupings based on genealogical
relationships, such as nuclear or batih families, clans or clans, tribes and others.
Social structuring
Social arrangements are needed to regulate the order of life in a society that unites more than
one person. The arrangement can be in the form of rules as a common guideline in mobilizing
cooperation and daily relationships between its members. Each person must be clear about his
or her position and the roles to be performed, and know what to give and what can be
expected from the other party.
Social institutions
Most social institutions are developed based on the need to control the residential
environment, which is very important for the survival of the community concerned. Rules are
developed to exclude people who are not members of the social unit.
Social Needs
It can be said that a social environment is formed because of the desire of humans to fulfill
their respective needs. Because as social creatures, it is clear that not all of their life needs can
be met by themselves, especially the problem of social needs such as the need for interaction
with others.
Social Environment
The cultural environment is the environment formed by human activities, such as cultural
landscapes in rural areas, forests, urban areas and cities, fixed archaeological structures on
land or water, constructions and built environments of various ages, along with bridges, roads,
power and industrial lines, and port areas. On the one hand, the cultural environment is a non-
renewable resource, on the other hand, the cultural environment is in a constant state of
renewal and development. When changing and developing a valuable cultural environment or
creating a new cultural environment or part of it, the values of the existing environment are a
good starting point. What is lost once in the cultural environment, will remain lost forever.
Definition of cultural environment according to experts, among others:
Open Education Sociology Dictionary, Cultural environment is the social behaviors, norms,
and values that people use to understand and explain their physical and social environment.
Parment, A (2014), In terms of cultural environment, there are significant differences
between countries, and also within country or market borders, for example, between
metropolitan and rural areas.
Concept of Cultural Environment
The environment shows traces of human activity and interaction with nature, from
prehistoric times to modern times. Landscapes of different types and ages, the built
environment and archaeological remains make up what is known as the cultural
environment.
The concept of cultural environment is often associated with positive images related to
history. The cultural environment shows traces from prehistoric times to modern times.
Therefore, its temporal dimension is very broad.
Values placed on the cultural environment are specific to a particular culture, time and
place. These values may vary depending on the time period. Also, places that we may not
want to see or remember are part of the cultural environment.
Cultural environments have significant social and cultural value. Some cultural environments
are protected or defined as particularly valuable. The cultural environment also contains
intangible values. It can be seen as the basis for the collective memory and identity of
communities and people. Everyone has the right to a good cultural environment, and we are
all responsible for safeguarding it. The layers and continuity of our environment allow people
to be oriented, understand the present time and build the future.
Global Marketing
Global marketing is a step for a company to enter the global market. In this era of
globalization, a company is required to carry out global marketing so that it is not left behind
by other companies that have traded internationally and the company is able to compete. In
addition to achieving company goals in financial terms, marketing can also make an entrance
for importers in meeting the demand for goods that are not available in their country. A global
marketing strategy can be defined as one of the ways companies want to compete in the world
enter the global business by influencing customers from abroad and on an international scale
to be interested in the products they produce.
Keegan (1995) defines it as the process of focusing the resources (people, money and physical
assets) and objectives of an organization to seize opportunities and respond to global market
threats.
In his book, Griffin and Pustay (1996) assert that in developing a global marketing strategy
there are seven key factors to consider, namely:
Standardization or customization
Laws and regulations that apply in a country
Economic factors
Currency exchange rate
Target offense
Cultural influence
Competition
Based on these key factors, companies can know what to do in conducting global marketing
including what steps can be taken to be more effective in conducting global marketing.
Research Methods
This research is a research using the literature study method or literature review. A literature
review is a comprehensive overview of research that has been done on a specific topic to
show readers what is already known about the topic and what is not yet known, to find
rationales for research that has been done or for further research ideas (Denney & Tewksbury,
2013). Literature studies can be obtained from various sources including journals, books,
documentation, the internet and libraries. The literature study method is a series of activities
related to library data collection methods, reading and recording, and processing writing
materials (Zed, 2008 in Nursalam, 2016). The type of writing used is a literature review study
that focuses on the results of writing related to the writing topic or variable. The author
conducts this literature study after determining the topic of writing and determining the
formulation of the problem, before going to the field to collect the necessary data (Darmadi,
2011 in Nursalam, 2016).
Results and Discussion
Both the differences and similarities in the world's cultural characteristics cause the task of
global marketers to be twofold: First, marketers must learn and understand the culture of the
countries in which they will be doing business. Second, they must incorporate this
understanding into the planning process. In some instances, marketing strategies and
programs must be adapted; however, marketers should also take advantage of cultural
characteristics and avoid unnecessary and costly adjustments to the marketing mix.
Any systematic study of a new market geography requires a combination of a settled mind
and generosity. However, marketers must also feel secure in their own beliefs and traditions,
while generosity is needed to maintain the values of wholeness and other ways of life and
other values based on the point of view of others. in other words, overcoming negative
prejudices that are a natural result and human tendency towards ethnocentrism. Although
"culture shock" is a normal human reaction to something new and unfamiliar, successful
global marketers always strive to understand people's life experiences from a local
perspective.
One of the reasons that cultural factors are challenging for global marketers is that many of
them are hidden from view. Since culture is a learned behavior and is passed down from
generation to generation, it can be difficult for less experienced or untrained entrants to
understand. As they strive to understand cultural factors, immigrants gradually become
insiders and develop cultural empathy. There are many different paths to achieve the same
goals in life. Global marketers understand this and rejoice in the diversity of life.
The role of culture is very important in international marketing activities. Because culture is
used as an identity in interacting with international society. In international marketers we
must know the influence of culture and must prepare ourselves to face the challenges that will
be faced due to this cultural aspect. In a global society, there is still an assumption from social
groups that their group is the most superior or what we usually call ethnocentrism.
Ethnocentrism has both positive and negative impacts in a multicultural society. The way to
overcome ethnocentrism in global marketing multiculturalism is to explore or 'experience'
other people's cultures.
Because we will make the global community a market share that must be maximized for its
market potential. By not denigrating other people's cultures, but rather abiding by customs
The customs of the place where it will be targeted as a market share. So that the identity of
each group is not lost and can also still maintain the association of global society. This is
because each region and border has a different culture. So that in making products, culture is
one of the factors that will affect the characteristics of these products.
This is also based on purchasing behavior and consumer needs driven by cultural norms.
Cultural background also influences consumers in processing information and factors that
motivate consumers in making purchases. Companies doing global business mean dealing
with consumers, strategic partners, distributors and competitors with different cultural
mindsets.
Conclusions
International marketers play an important and arguably even influential role in affecting the
pace of change around the world. This is most obvious in food but concerns practically all
industries, especially consumer products. Soap and detergent manufacturers have changed
washing habits, the electronics industry has changed entertainment patterns, and clothing
marketers have changed style, and so on. In industrial products, culture has influenced
product characteristics and demand, but even more important is the influence on the
marketing process, especially in the way business is conducted.
International marketers have learned to rely on people who know and understand local
customs and attitudes for marketing expertise. This research is a study using the literature
review method. A literature review is a comprehensive overview of research that has been
done on a specific topic to show readers what is known about the topic and what is not yet
known, to find rationales for research that has already been done or for further research ideas.
The type of writing used is a literature review study that focuses on the results of writing
related to the writing topic or variable. The author conducted this literature study after
determining the topic of writing and determining the formulation of the problem, before going
to the field to collect the necessary data. Any systematic study of a new market geography
requires a combination of an established mind and generosity.
The role of culture is very important in international marketing activities. Because culture is
used as an identity in interacting with international society. In international marketers, we
must know the influence of culture and must prepare ourselves for it face the challenges that
will be faced due to this cultural aspect. In a global society, there is still an assumption from
social groups that their group is the most superior or what we usually call ethnocentrism.
Ethnocentrism has both positive and negative impacts in a multicultural society. The way to
overcome ethnocentrism in global marketing multiculturalism is to explore or 'experience'
other people's cultures.
Theoretical Overview of Cultural Environment
The social environment is an area where various kinds of social interactions take place
between various groups and their institutions with established symbols and values and norms,
as well as related to the natural environment and the built or artificial environment
(spatial).The social environment is an area where various kinds of social interactions take
place between various groups and their institutions with established symbols and values and
norms, as well as related to the natural environment and the built or artificial environment
(spatial).
According to Sartain in Dalyono's book, the social environment is all other people or humans
who influence us. Direct influences such as in daily interactions with other people, with our
family, our friends, school friends, or work colleagues. While indirect influences can be
through radio and television, by reading books, magazines, newspapers, and so on in other
ways. Each of us, especially in terms of our personality is the result of the interaction between
our genes and our social environment, because of this interaction, each person is unique, each
person has their own personality that is different from one another. If in the case of
individuals who have some of the same genes or the same social environment, interacting it
produces wide variations / differences in personality. Based on the above understanding, it
can be concluded that the social environment is an interaction or social relationship that has a
close relationship with everyday life.
Types of Social Environment:
Primary Social Environment
One type of social environment where there is a close relationship between one member and
another who knows each other well.
Secondary Social Environment
is one type of social environment that has a relationship between one member and another
member that has a distance or is less familiar.
Social environmental factors:
Social grouping
It is the various kinds of people who form alliances or social groupings based on genealogical
relationships, such as nuclear or batih families, clans or clans, tribes and others.
Social structuring
Social arrangements are needed to regulate the order of life in a society that unites more than
one person. The arrangement can be in the form of rules as a common guideline in mobilizing
cooperation and daily relationships between its members. Each person must be clear about his
or her position and the roles to be performed, and know what to give and what can be
expected from the other party.
Social institutions
Most social institutions are developed based on the need to control the residential
environment, which is very important for the survival of the community concerned. Rules are
developed to exclude people who are not members of the social unit.
Social Needs
It can be said that a social environment is formed because of the desire of humans to fulfill
their respective needs. Because as social creatures, it is clear that not all of their life needs can
be met by themselves, especially the problem of social needs such as the need for interaction
with others.
Social Environment
The cultural environment is the environment formed by human activities, such as cultural
landscapes in rural areas, forests, urban areas and cities, fixed archaeological structures on
land or water, constructions and built environments of various ages, along with bridges, roads,
power and industrial lines, and port areas. On the one hand, the cultural environment is a non-
renewable resource, on the other hand, the cultural environment is in a constant state of
renewal and development. When changing and developing a valuable cultural environment or
creating a new cultural environment or part of it, the values of the existing environment are a
good starting point. What is lost once in the cultural environment, will remain lost forever.
Definition of cultural environment according to experts, among others:
Open Education Sociology Dictionary, Cultural environment is the social behaviors, norms,
and values that people use to understand and explain their physical and social environment.
Parment, A (2014), In terms of cultural environment, there are significant differences
between countries, and also within country or market borders, for example, between
metropolitan and rural areas.
Concept of Cultural Environment
The environment shows traces of human activity and interaction with nature, from
prehistoric times to modern times. Landscapes of different types and ages, the built
environment and archaeological remains make up what is known as the cultural
environment.
The concept of cultural environment is often associated with positive images related to
history. The cultural environment shows traces from prehistoric times to modern times.
Therefore, its temporal dimension is very broad.
Values placed on the cultural environment are specific to a particular culture, time and
place. These values may vary depending on the time period. Also, places that we may not
want to see or remember are part of the cultural environment.
Cultural environments have significant social and cultural value. Some cultural environments
are protected or defined as particularly valuable. The cultural environment also contains
intangible values. It can be seen as the basis for the collective memory and identity of
communities and people. Everyone has the right to a good cultural environment, and we are
all responsible for safeguarding it. The layers and continuity of our environment allow people
to be oriented, understand the present time and build the future.
Global Marketing
Global marketing is a step for a company to enter the global market. In this era of
globalization, a company is required to carry out global marketing so that it is not left behind
by other companies that have traded internationally and the company is able to compete. In
addition to achieving company goals in financial terms, marketing can also make an entrance
for importers in meeting the demand for goods that are not available in their country. A global
marketing strategy can be defined as one of the ways companies want to compete in the world
enter the global business by influencing customers from abroad and on an international scale
to be interested in the products they produce.
Keegan (1995) defines it as the process of focusing the resources (people, money and physical
assets) and objectives of an organization to seize opportunities and respond to global market
threats.
In his book, Griffin and Pustay (1996) assert that in developing a global marketing strategy
there are seven key factors to consider, namely:
Standardization or customization
Laws and regulations that apply in a country
Economic factors
Currency exchange rate
Target offense
Cultural influence
Competition
Based on these key factors, companies can know what to do in conducting global marketing
including what steps can be taken to be more effective in conducting global marketing.
Research Methods
This research is a research using the literature study method or literature review. A literature
review is a comprehensive overview of research that has been done on a specific topic to
show readers what is already known about the topic and what is not yet known, to find
rationales for research that has been done or for further research ideas (Denney & Tewksbury,
2013). Literature studies can be obtained from various sources including journals, books,
documentation, the internet and libraries. The literature study method is a series of activities
related to library data collection methods, reading and recording, and processing writing
materials (Zed, 2008 in Nursalam, 2016). The type of writing used is a literature review study
that focuses on the results of writing related to the writing topic or variable. The author
conducts this literature study after determining the topic of writing and determining the
formulation of the problem, before going to the field to collect the necessary data (Darmadi,
2011 in Nursalam, 2016).
Results and Discussion
Both the differences and similarities in the world's cultural characteristics cause the task of
global marketers to be twofold: First, marketers must learn and understand the culture of the
countries in which they will be doing business. Second, they must incorporate this
understanding into the planning process. In some instances, marketing strategies and
programs must be adapted; however, marketers should also take advantage of cultural
characteristics and avoid unnecessary and costly adjustments to the marketing mix.
Any systematic study of a new market geography requires a combination of a settled mind
and generosity. However, marketers must also feel secure in their own beliefs and traditions,
while generosity is needed to maintain the values of wholeness and other ways of life and
other values based on the point of view of others. in other words, overcoming negative
prejudices that are a natural result and human tendency towards ethnocentrism. Although
"culture shock" is a normal human reaction to something new and unfamiliar, successful
global marketers always strive to understand people's life experiences from a local
perspective.
One of the reasons that cultural factors are challenging for global marketers is that many of
them are hidden from view. Since culture is a learned behavior and is passed down from
generation to generation, it can be difficult for less experienced or untrained entrants to
understand. As they strive to understand cultural factors, immigrants gradually become
insiders and develop cultural empathy. There are many different paths to achieve the same
goals in life. Global marketers understand this and rejoice in the diversity of life.
The role of culture is very important in international marketing activities. Because culture is
used as an identity in interacting with international society. In international marketers we
must know the influence of culture and must prepare ourselves to face the challenges that will
be faced due to this cultural aspect. In a global society, there is still an assumption from social
groups that their group is the most superior or what we usually call ethnocentrism.
Ethnocentrism has both positive and negative impacts in a multicultural society. The way to
overcome ethnocentrism in global marketing multiculturalism is to explore or 'experience'
other people's cultures.
Because we will make the global community a market share that must be maximized for its
market potential. By not denigrating other people's cultures, but rather abiding by customs
The customs of the place where it will be targeted as a market share. So that the identity of
each group is not lost and can also still maintain the association of global society. This is
because each region and border has a different culture. So that in making products, culture is
one of the factors that will affect the characteristics of these products.
This is also based on purchasing behavior and consumer needs driven by cultural norms.
Cultural background also influences consumers in processing information and factors that
motivate consumers in making purchases. Companies doing global business mean dealing
with consumers, strategic partners, distributors and competitors with different cultural
mindsets.
Conclusions
International marketers play an important and arguably even influential role in affecting the
pace of change around the world. This is most obvious in food but concerns practically all
industries, especially consumer products. Soap and detergent manufacturers have changed
washing habits, the electronics industry has changed entertainment patterns, and clothing
marketers have changed style, and so on. In industrial products, culture has influenced
product characteristics and demand, but even more important is the influence on the
marketing process, especially in the way business is conducted.
International marketers have learned to rely on people who know and understand local
customs and attitudes for marketing expertise. This research is a study using the literature
review method. A literature review is a comprehensive overview of research that has been
done on a specific topic to show readers what is known about the topic and what is not yet
known, to find rationales for research that has already been done or for further research ideas.
The type of writing used is a literature review study that focuses on the results of writing
related to the writing topic or variable. The author conducted this literature study after
determining the topic of writing and determining the formulation of the problem, before going
to the field to collect the necessary data. Any systematic study of a new market geography
requires a combination of an established mind and generosity.
The role of culture is very important in international marketing activities. Because culture is
used as an identity in interacting with international society. In international marketers, we
must know the influence of culture and must prepare ourselves for it face the challenges that
will be faced due to this cultural aspect. In a global society, there is still an assumption from
social groups that their group is the most superior or what we usually call ethnocentrism.
Ethnocentrism has both positive and negative impacts in a multicultural society. The way to
overcome ethnocentrism in global marketing multiculturalism is to explore or 'experience'
other people's cultures.
Theoretical Overview of Cultural Environment
The social environment is an area where various kinds of social interactions take place
between various groups and their institutions with established symbols and values and norms,
as well as related to the natural environment and the built or artificial environment
(spatial).The social environment is an area where various kinds of social interactions take
place between various groups and their institutions with established symbols and values and
norms, as well as related to the natural environment and the built or artificial environment
(spatial).
According to Sartain in Dalyono's book, the social environment is all other people or humans
who influence us. Direct influences such as in daily interactions with other people, with our
family, our friends, school friends, or work colleagues. While indirect influences can be
through radio and television, by reading books, magazines, newspapers, and so on in other
ways. Each of us, especially in terms of our personality is the result of the interaction between
our genes and our social environment, because of this interaction, each person is unique, each
person has their own personality that is different from one another. If in the case of
individuals who have some of the same genes or the same social environment, interacting it
produces wide variations / differences in personality. Based on the above understanding, it
can be concluded that the social environment is an interaction or social relationship that has a
close relationship with everyday life.
Types of Social Environment:
Primary Social Environment
One type of social environment where there is a close relationship between one member and
another who knows each other well.
Secondary Social Environment
is one type of social environment that has a relationship between one member and another
member that has a distance or is less familiar.
Social environmental factors:
Social grouping
It is the various kinds of people who form alliances or social groupings based on genealogical
relationships, such as nuclear or batih families, clans or clans, tribes and others.
Social structuring
Social arrangements are needed to regulate the order of life in a society that unites more than
one person. The arrangement can be in the form of rules as a common guideline in mobilizing
cooperation and daily relationships between its members. Each person must be clear about his
or her position and the roles to be performed, and know what to give and what can be
expected from the other party.
Social institutions
Most social institutions are developed based on the need to control the residential
environment, which is very important for the survival of the community concerned. Rules are
developed to exclude people who are not members of the social unit.
Social Needs
It can be said that a social environment is formed because of the desire of humans to fulfill
their respective needs. Because as social creatures, it is clear that not all of their life needs can
be met by themselves, especially the problem of social needs such as the need for interaction
with others.
Social Environment
The cultural environment is the environment formed by human activities, such as cultural
landscapes in rural areas, forests, urban areas and cities, fixed archaeological structures on
land or water, constructions and built environments of various ages, along with bridges, roads,
power and industrial lines, and port areas. On the one hand, the cultural environment is a non-
renewable resource, on the other hand, the cultural environment is in a constant state of
renewal and development. When changing and developing a valuable cultural environment or
creating a new cultural environment or part of it, the values of the existing environment are a
good starting point. What is lost once in the cultural environment, will remain lost forever.
Definition of cultural environment according to experts, among others:
Open Education Sociology Dictionary, Cultural environment is the social behaviors, norms,
and values that people use to understand and explain their physical and social environment.
Parment, A (2014), In terms of cultural environment, there are significant differences
between countries, and also within country or market borders, for example, between
metropolitan and rural areas.
Concept of Cultural Environment
The environment shows traces of human activity and interaction with nature, from
prehistoric times to modern times. Landscapes of different types and ages, the built
environment and archaeological remains make up what is known as the cultural
environment.
The concept of cultural environment is often associated with positive images related to
history. The cultural environment shows traces from prehistoric times to modern times.
Therefore, its temporal dimension is very broad.
Values placed on the cultural environment are specific to a particular culture, time and
place. These values may vary depending on the time period. Also, places that we may not
want to see or remember are part of the cultural environment.
Cultural environments have significant social and cultural value. Some cultural environments
are protected or defined as particularly valuable. The cultural environment also contains
intangible values. It can be seen as the basis for the collective memory and identity of
communities and people. Everyone has the right to a good cultural environment, and we are
all responsible for safeguarding it. The layers and continuity of our environment allow people
to be oriented, understand the present time and build the future.
Global Marketing
Global marketing is a step for a company to enter the global market. In this era of
globalization, a company is required to carry out global marketing so that it is not left behind
by other companies that have traded internationally and the company is able to compete. In
addition to achieving company goals in financial terms, marketing can also make an entrance
for importers in meeting the demand for goods that are not available in their country. A global
marketing strategy can be defined as one of the ways companies want to compete in the world
enter the global business by influencing customers from abroad and on an international scale
to be interested in the products they produce.
Keegan (1995) defines it as the process of focusing the resources (people, money and physical
assets) and objectives of an organization to seize opportunities and respond to global market
threats.
In his book, Griffin and Pustay (1996) assert that in developing a global marketing strategy
there are seven key factors to consider, namely:
Standardization or customization
Laws and regulations that apply in a country
Economic factors
Currency exchange rate
Target offense
Cultural influence
Competition
Based on these key factors, companies can know what to do in conducting global marketing
including what steps can be taken to be more effective in conducting global marketing.
Research Methods
This research is a research using the literature study method or literature review. A literature
review is a comprehensive overview of research that has been done on a specific topic to
show readers what is already known about the topic and what is not yet known, to find
rationales for research that has been done or for further research ideas (Denney & Tewksbury,
2013). Literature studies can be obtained from various sources including journals, books,
documentation, the internet and libraries. The literature study method is a series of activities
related to library data collection methods, reading and recording, and processing writing
materials (Zed, 2008 in Nursalam, 2016). The type of writing used is a literature review study
that focuses on the results of writing related to the writing topic or variable. The author
conducts this literature study after determining the topic of writing and determining the
formulation of the problem, before going to the field to collect the necessary data (Darmadi,
2011 in Nursalam, 2016).
Results and Discussion
Both the differences and similarities in the world's cultural characteristics cause the task of
global marketers to be twofold: First, marketers must learn and understand the culture of the
countries in which they will be doing business. Second, they must incorporate this
understanding into the planning process. In some instances, marketing strategies and
programs must be adapted; however, marketers should also take advantage of cultural
characteristics and avoid unnecessary and costly adjustments to the marketing mix.
Any systematic study of a new market geography requires a combination of a settled mind
and generosity. However, marketers must also feel secure in their own beliefs and traditions,
while generosity is needed to maintain the values of wholeness and other ways of life and
other values based on the point of view of others. in other words, overcoming negative
prejudices that are a natural result and human tendency towards ethnocentrism. Although
"culture shock" is a normal human reaction to something new and unfamiliar, successful
global marketers always strive to understand people's life experiences from a local
perspective.
One of the reasons that cultural factors are challenging for global marketers is that many of
them are hidden from view. Since culture is a learned behavior and is passed down from
generation to generation, it can be difficult for less experienced or untrained entrants to
understand. As they strive to understand cultural factors, immigrants gradually become
insiders and develop cultural empathy. There are many different paths to achieve the same
goals in life. Global marketers understand this and rejoice in the diversity of life.
The role of culture is very important in international marketing activities. Because culture is
used as an identity in interacting with international society. In international marketers we
must know the influence of culture and must prepare ourselves to face the challenges that will
be faced due to this cultural aspect. In a global society, there is still an assumption from social
groups that their group is the most superior or what we usually call ethnocentrism.
Ethnocentrism has both positive and negative impacts in a multicultural society. The way to
overcome ethnocentrism in global marketing multiculturalism is to explore or 'experience'
other people's cultures.
Because we will make the global community a market share that must be maximized for its
market potential. By not denigrating other people's cultures, but rather abiding by customs
The customs of the place where it will be targeted as a market share. So that the identity of
each group is not lost and can also still maintain the association of global society. This is
because each region and border has a different culture. So that in making products, culture is
one of the factors that will affect the characteristics of these products.
This is also based on purchasing behavior and consumer needs driven by cultural norms.
Cultural background also influences consumers in processing information and factors that
motivate consumers in making purchases. Companies doing global business mean dealing
with consumers, strategic partners, distributors and competitors with different cultural
mindsets.
Conclusions
International marketers play an important and arguably even influential role in affecting the
pace of change around the world. This is most obvious in food but concerns practically all
industries, especially consumer products. Soap and detergent manufacturers have changed
washing habits, the electronics industry has changed entertainment patterns, and clothing
marketers have changed style, and so on. In industrial products, culture has influenced
product characteristics and demand, but even more important is the influence on the
marketing process, especially in the way business is conducted.
International marketers have learned to rely on people who know and understand local
customs and attitudes for marketing expertise. This research is a study using the literature
review method. A literature review is a comprehensive overview of research that has been
done on a specific topic to show readers what is known about the topic and what is not yet
known, to find rationales for research that has already been done or for further research ideas.
The type of writing used is a literature review study that focuses on the results of writing
related to the writing topic or variable. The author conducted this literature study after
determining the topic of writing and determining the formulation of the problem, before going
to the field to collect the necessary data. Any systematic study of a new market geography
requires a combination of an established mind and generosity.
The role of culture is very important in international marketing activities. Because culture is
used as an identity in interacting with international society. In international marketers, we
must know the influence of culture and must prepare ourselves for it face the challenges that
will be faced due to this cultural aspect. In a global society, there is still an assumption from
social groups that their group is the most superior or what we usually call ethnocentrism.
Ethnocentrism has both positive and negative impacts in a multicultural society. The way to
overcome ethnocentrism in global marketing multiculturalism is to explore or 'experience'
other people's cultures.
Theoretical Overview of Cultural Environment
The social environment is an area where various kinds of social interactions take place
between various groups and their institutions with established symbols and values and norms,
as well as related to the natural environment and the built or artificial environment
(spatial).The social environment is an area where various kinds of social interactions take
place between various groups and their institutions with established symbols and values and
norms, as well as related to the natural environment and the built or artificial environment
(spatial).
According to Sartain in Dalyono's book, the social environment is all other people or humans
who influence us. Direct influences such as in daily interactions with other people, with our
family, our friends, school friends, or work colleagues. While indirect influences can be
through radio and television, by reading books, magazines, newspapers, and so on in other
ways. Each of us, especially in terms of our personality is the result of the interaction between
our genes and our social environment, because of this interaction, each person is unique, each
person has their own personality that is different from one another. If in the case of
individuals who have some of the same genes or the same social environment, interacting it
produces wide variations / differences in personality. Based on the above understanding, it
can be concluded that the social environment is an interaction or social relationship that has a
close relationship with everyday life.
Types of Social Environment:
Primary Social Environment
One type of social environment where there is a close relationship between one member and
another who knows each other well.
Secondary Social Environment
is one type of social environment that has a relationship between one member and another
member that has a distance or is less familiar.
Social environmental factors:
Social grouping
It is the various kinds of people who form alliances or social groupings based on genealogical
relationships, such as nuclear or batih families, clans or clans, tribes and others.
Social structuring
Social arrangements are needed to regulate the order of life in a society that unites more than
one person. The arrangement can be in the form of rules as a common guideline in mobilizing
cooperation and daily relationships between its members. Each person must be clear about his
or her position and the roles to be performed, and know what to give and what can be
expected from the other party.
Social institutions
Most social institutions are developed based on the need to control the residential
environment, which is very important for the survival of the community concerned. Rules are
developed to exclude people who are not members of the social unit.
Social Needs
It can be said that a social environment is formed because of the desire of humans to fulfill
their respective needs. Because as social creatures, it is clear that not all of their life needs can
be met by themselves, especially the problem of social needs such as the need for interaction
with others.
Social Environment
The cultural environment is the environment formed by human activities, such as cultural
landscapes in rural areas, forests, urban areas and cities, fixed archaeological structures on
land or water, constructions and built environments of various ages, along with bridges, roads,
power and industrial lines, and port areas. On the one hand, the cultural environment is a non-
renewable resource, on the other hand, the cultural environment is in a constant state of
renewal and development. When changing and developing a valuable cultural environment or
creating a new cultural environment or part of it, the values of the existing environment are a
good starting point. What is lost once in the cultural environment, will remain lost forever.
Definition of cultural environment according to experts, among others:
Open Education Sociology Dictionary, Cultural environment is the social behaviors, norms,
and values that people use to understand and explain their physical and social environment.
Parment, A (2014), In terms of cultural environment, there are significant differences
between countries, and also within country or market borders, for example, between
metropolitan and rural areas.
Concept of Cultural Environment
The environment shows traces of human activity and interaction with nature, from
prehistoric times to modern times. Landscapes of different types and ages, the built
environment and archaeological remains make up what is known as the cultural
environment.
The concept of cultural environment is often associated with positive images related to
history. The cultural environment shows traces from prehistoric times to modern times.
Therefore, its temporal dimension is very broad.
Values placed on the cultural environment are specific to a particular culture, time and
place. These values may vary depending on the time period. Also, places that we may not
want to see or remember are part of the cultural environment.
Cultural environments have significant social and cultural value. Some cultural environments
are protected or defined as particularly valuable. The cultural environment also contains
intangible values. It can be seen as the basis for the collective memory and identity of
communities and people. Everyone has the right to a good cultural environment, and we are
all responsible for safeguarding it. The layers and continuity of our environment allow people
to be oriented, understand the present time and build the future.
Global Marketing
Global marketing is a step for a company to enter the global market. In this era of
globalization, a company is required to carry out global marketing so that it is not left behind
by other companies that have traded internationally and the company is able to compete. In
addition to achieving company goals in financial terms, marketing can also make an entrance
for importers in meeting the demand for goods that are not available in their country. A global
marketing strategy can be defined as one of the ways companies want to compete in the world
enter the global business by influencing customers from abroad and on an international scale
to be interested in the products they produce.
Keegan (1995) defines it as the process of focusing the resources (people, money and physical
assets) and objectives of an organization to seize opportunities and respond to global market
threats.
In his book, Griffin and Pustay (1996) assert that in developing a global marketing strategy
there are seven key factors to consider, namely:
Standardization or customization
Laws and regulations that apply in a country
Economic factors
Currency exchange rate
Target offense
Cultural influence
Competition
Based on these key factors, companies can know what to do in conducting global marketing
including what steps can be taken to be more effective in conducting global marketing.
Research Methods
This research is a research using the literature study method or literature review. A literature
review is a comprehensive overview of research that has been done on a specific topic to
show readers what is already known about the topic and what is not yet known, to find
rationales for research that has been done or for further research ideas (Denney & Tewksbury,
2013). Literature studies can be obtained from various sources including journals, books,
documentation, the internet and libraries. The literature study method is a series of activities
related to library data collection methods, reading and recording, and processing writing
materials (Zed, 2008 in Nursalam, 2016). The type of writing used is a literature review study
that focuses on the results of writing related to the writing topic or variable. The author
conducts this literature study after determining the topic of writing and determining the
formulation of the problem, before going to the field to collect the necessary data (Darmadi,
2011 in Nursalam, 2016).
Results and Discussion
Both the differences and similarities in the world's cultural characteristics cause the task of
global marketers to be twofold: First, marketers must learn and understand the culture of the
countries in which they will be doing business. Second, they must incorporate this
understanding into the planning process. In some instances, marketing strategies and
programs must be adapted; however, marketers should also take advantage of cultural
characteristics and avoid unnecessary and costly adjustments to the marketing mix.
Any systematic study of a new market geography requires a combination of a settled mind
and generosity. However, marketers must also feel secure in their own beliefs and traditions,
while generosity is needed to maintain the values of wholeness and other ways of life and
other values based on the point of view of others. in other words, overcoming negative
prejudices that are a natural result and human tendency towards ethnocentrism. Although
"culture shock" is a normal human reaction to something new and unfamiliar, successful
global marketers always strive to understand people's life experiences from a local
perspective.
One of the reasons that cultural factors are challenging for global marketers is that many of
them are hidden from view. Since culture is a learned behavior and is passed down from
generation to generation, it can be difficult for less experienced or untrained entrants to
understand. As they strive to understand cultural factors, immigrants gradually become
insiders and develop cultural empathy. There are many different paths to achieve the same
goals in life. Global marketers understand this and rejoice in the diversity of life.
The role of culture is very important in international marketing activities. Because culture is
used as an identity in interacting with international society. In international marketers we
must know the influence of culture and must prepare ourselves to face the challenges that will
be faced due to this cultural aspect. In a global society, there is still an assumption from social
groups that their group is the most superior or what we usually call ethnocentrism.
Ethnocentrism has both positive and negative impacts in a multicultural society. The way to
overcome ethnocentrism in global marketing multiculturalism is to explore or 'experience'
other people's cultures.
Because we will make the global community a market share that must be maximized for its
market potential. By not denigrating other people's cultures, but rather abiding by customs
The customs of the place where it will be targeted as a market share. So that the identity of
each group is not lost and can also still maintain the association of global society. This is
because each region and border has a different culture. So that in making products, culture is
one of the factors that will affect the characteristics of these products.
This is also based on purchasing behavior and consumer needs driven by cultural norms.
Cultural background also influences consumers in processing information and factors that
motivate consumers in making purchases. Companies doing global business mean dealing
with consumers, strategic partners, distributors and competitors with different cultural
mindsets.
Conclusions
International marketers play an important and arguably even influential role in affecting the
pace of change around the world. This is most obvious in food but concerns practically all
industries, especially consumer products. Soap and detergent manufacturers have changed
washing habits, the electronics industry has changed entertainment patterns, and clothing
marketers have changed style, and so on. In industrial products, culture has influenced
product characteristics and demand, but even more important is the influence on the
marketing process, especially in the way business is conducted.
International marketers have learned to rely on people who know and understand local
customs and attitudes for marketing expertise. This research is a study using the literature
review method. A literature review is a comprehensive overview of research that has been
done on a specific topic to show readers what is known about the topic and what is not yet
known, to find rationales for research that has already been done or for further research ideas.
The type of writing used is a literature review study that focuses on the results of writing
related to the writing topic or variable. The author conducted this literature study after
determining the topic of writing and determining the formulation of the problem, before going
to the field to collect the necessary data. Any systematic study of a new market geography
requires a combination of an established mind and generosity.
The role of culture is very important in international marketing activities. Because culture is
used as an identity in interacting with international society. In international marketers, we
must know the influence of culture and must prepare ourselves for it face the challenges that
will be faced due to this cultural aspect. In a global society, there is still an assumption from
social groups that their group is the most superior or what we usually call ethnocentrism.
Ethnocentrism has both positive and negative impacts in a multicultural society. The way to
overcome ethnocentrism in global marketing multiculturalism is to explore or 'experience'
other people's cultures.
Theoretical Overview of Cultural Environment
The social environment is an area where various kinds of social interactions take place
between various groups and their institutions with established symbols and values and norms,
as well as related to the natural environment and the built or artificial environment
(spatial).The social environment is an area where various kinds of social interactions take
place between various groups and their institutions with established symbols and values and
norms, as well as related to the natural environment and the built or artificial environment
(spatial).
According to Sartain in Dalyono's book, the social environment is all other people or humans
who influence us. Direct influences such as in daily interactions with other people, with our
family, our friends, school friends, or work colleagues. While indirect influences can be
through radio and television, by reading books, magazines, newspapers, and so on in other
ways. Each of us, especially in terms of our personality is the result of the interaction between
our genes and our social environment, because of this interaction, each person is unique, each
person has their own personality that is different from one another. If in the case of
individuals who have some of the same genes or the same social environment, interacting it
produces wide variations / differences in personality. Based on the above understanding, it
can be concluded that the social environment is an interaction or social relationship that has a
close relationship with everyday life.
Types of Social Environment:
Primary Social Environment
One type of social environment where there is a close relationship between one member and
another who knows each other well.
Secondary Social Environment
is one type of social environment that has a relationship between one member and another
member that has a distance or is less familiar.
Social environmental factors:
Social grouping
It is the various kinds of people who form alliances or social groupings based on genealogical
relationships, such as nuclear or batih families, clans or clans, tribes and others.
Social structuring
Social arrangements are needed to regulate the order of life in a society that unites more than
one person. The arrangement can be in the form of rules as a common guideline in mobilizing
cooperation and daily relationships between its members. Each person must be clear about his
or her position and the roles to be performed, and know what to give and what can be
expected from the other party.
Social institutions
Most social institutions are developed based on the need to control the residential
environment, which is very important for the survival of the community concerned. Rules are
developed to exclude people who are not members of the social unit.
Social Needs
It can be said that a social environment is formed because of the desire of humans to fulfill
their respective needs. Because as social creatures, it is clear that not all of their life needs can
be met by themselves, especially the problem of social needs such as the need for interaction
with others.
Social Environment
The cultural environment is the environment formed by human activities, such as cultural
landscapes in rural areas, forests, urban areas and cities, fixed archaeological structures on
land or water, constructions and built environments of various ages, along with bridges, roads,
power and industrial lines, and port areas. On the one hand, the cultural environment is a non-
renewable resource, on the other hand, the cultural environment is in a constant state of
renewal and development. When changing and developing a valuable cultural environment or
creating a new cultural environment or part of it, the values of the existing environment are a
good starting point. What is lost once in the cultural environment, will remain lost forever.
Definition of cultural environment according to experts, among others:
Open Education Sociology Dictionary, Cultural environment is the social behaviors, norms,
and values that people use to understand and explain their physical and social environment.
Parment, A (2014), In terms of cultural environment, there are significant differences
between countries, and also within country or market borders, for example, between
metropolitan and rural areas.
Concept of Cultural Environment
The environment shows traces of human activity and interaction with nature, from
prehistoric times to modern times. Landscapes of different types and ages, the built
environment and archaeological remains make up what is known as the cultural
environment.
The concept of cultural environment is often associated with positive images related to
history. The cultural environment shows traces from prehistoric times to modern times.
Therefore, its temporal dimension is very broad.
Values placed on the cultural environment are specific to a particular culture, time and
place. These values may vary depending on the time period. Also, places that we may not
want to see or remember are part of the cultural environment.
Cultural environments have significant social and cultural value. Some cultural environments
are protected or defined as particularly valuable. The cultural environment also contains
intangible values. It can be seen as the basis for the collective memory and identity of
communities and people. Everyone has the right to a good cultural environment, and we are
all responsible for safeguarding it. The layers and continuity of our environment allow people
to be oriented, understand the present time and build the future.
Global Marketing
Global marketing is a step for a company to enter the global market. In this era of
globalization, a company is required to carry out global marketing so that it is not left behind
by other companies that have traded internationally and the company is able to compete. In
addition to achieving company goals in financial terms, marketing can also make an entrance
for importers in meeting the demand for goods that are not available in their country. A global
marketing strategy can be defined as one of the ways companies want to compete in the world
enter the global business by influencing customers from abroad and on an international scale
to be interested in the products they produce.
Keegan (1995) defines it as the process of focusing the resources (people, money and physical
assets) and objectives of an organization to seize opportunities and respond to global market
threats.
In his book, Griffin and Pustay (1996) assert that in developing a global marketing strategy
there are seven key factors to consider, namely:
Standardization or customization
Laws and regulations that apply in a country
Economic factors
Currency exchange rate
Target offense
Cultural influence
Competition
Based on these key factors, companies can know what to do in conducting global marketing
including what steps can be taken to be more effective in conducting global marketing.
Research Methods
This research is a research using the literature study method or literature review. A literature
review is a comprehensive overview of research that has been done on a specific topic to
show readers what is already known about the topic and what is not yet known, to find
rationales for research that has been done or for further research ideas (Denney & Tewksbury,
2013). Literature studies can be obtained from various sources including journals, books,
documentation, the internet and libraries. The literature study method is a series of activities
related to library data collection methods, reading and recording, and processing writing
materials (Zed, 2008 in Nursalam, 2016). The type of writing used is a literature review study
that focuses on the results of writing related to the writing topic or variable. The author
conducts this literature study after determining the topic of writing and determining the
formulation of the problem, before going to the field to collect the necessary data (Darmadi,
2011 in Nursalam, 2016).
Results and Discussion
Both the differences and similarities in the world's cultural characteristics cause the task of
global marketers to be twofold: First, marketers must learn and understand the culture of the
countries in which they will be doing business. Second, they must incorporate this
understanding into the planning process. In some instances, marketing strategies and
programs must be adapted; however, marketers should also take advantage of cultural
characteristics and avoid unnecessary and costly adjustments to the marketing mix.
Any systematic study of a new market geography requires a combination of a settled mind
and generosity. However, marketers must also feel secure in their own beliefs and traditions,
while generosity is needed to maintain the values of wholeness and other ways of life and
other values based on the point of view of others. in other words, overcoming negative
prejudices that are a natural result and human tendency towards ethnocentrism. Although
"culture shock" is a normal human reaction to something new and unfamiliar, successful
global marketers always strive to understand people's life experiences from a local
perspective.
One of the reasons that cultural factors are challenging for global marketers is that many of
them are hidden from view. Since culture is a learned behavior and is passed down from
generation to generation, it can be difficult for less experienced or untrained entrants to
understand. As they strive to understand cultural factors, immigrants gradually become
insiders and develop cultural empathy. There are many different paths to achieve the same
goals in life. Global marketers understand this and rejoice in the diversity of life.
The role of culture is very important in international marketing activities. Because culture is
used as an identity in interacting with international society. In international marketers we
must know the influence of culture and must prepare ourselves to face the challenges that will
be faced due to this cultural aspect. In a global society, there is still an assumption from social
groups that their group is the most superior or what we usually call ethnocentrism.
Ethnocentrism has both positive and negative impacts in a multicultural society. The way to
overcome ethnocentrism in global marketing multiculturalism is to explore or 'experience'
other people's cultures.
Because we will make the global community a market share that must be maximized for its
market potential. By not denigrating other people's cultures, but rather abiding by customs
The customs of the place where it will be targeted as a market share. So that the identity of
each group is not lost and can also still maintain the association of global society. This is
because each region and border has a different culture. So that in making products, culture is
one of the factors that will affect the characteristics of these products.
This is also based on purchasing behavior and consumer needs driven by cultural norms.
Cultural background also influences consumers in processing information and factors that
motivate consumers in making purchases. Companies doing global business mean dealing
with consumers, strategic partners, distributors and competitors with different cultural
mindsets.
Conclusions
International marketers play an important and arguably even influential role in affecting the
pace of change around the world. This is most obvious in food but concerns practically all
industries, especially consumer products. Soap and detergent manufacturers have changed
washing habits, the electronics industry has changed entertainment patterns, and clothing
marketers have changed style, and so on. In industrial products, culture has influenced
product characteristics and demand, but even more important is the influence on the
marketing process, especially in the way business is conducted.
International marketers have learned to rely on people who know and understand local
customs and attitudes for marketing expertise. This research is a study using the literature
review method. A literature review is a comprehensive overview of research that has been
done on a specific topic to show readers what is known about the topic and what is not yet
known, to find rationales for research that has already been done or for further research ideas.
The type of writing used is a literature review study that focuses on the results of writing
related to the writing topic or variable. The author conducted this literature study after
determining the topic of writing and determining the formulation of the problem, before going
to the field to collect the necessary data. Any systematic study of a new market geography
requires a combination of an established mind and generosity.
The role of culture is very important in international marketing activities. Because culture is
used as an identity in interacting with international society. In international marketers, we
must know the influence of culture and must prepare ourselves for it face the challenges that
will be faced due to this cultural aspect. In a global society, there is still an assumption from
social groups that their group is the most superior or what we usually call ethnocentrism.
Ethnocentrism has both positive and negative impacts in a multicultural society. The way to
overcome ethnocentrism in global marketing multiculturalism is to explore or 'experience'
other people's cultures.
Theoretical Overview of Cultural Environment
The social environment is an area where various kinds of social interactions take place
between various groups and their institutions with established symbols and values and norms,
as well as related to the natural environment and the built or artificial environment
(spatial).The social environment is an area where various kinds of social interactions take
place between various groups and their institutions with established symbols and values and
norms, as well as related to the natural environment and the built or artificial environment
(spatial).
According to Sartain in Dalyono's book, the social environment is all other people or humans
who influence us. Direct influences such as in daily interactions with other people, with our
family, our friends, school friends, or work colleagues. While indirect influences can be
through radio and television, by reading books, magazines, newspapers, and so on in other
ways. Each of us, especially in terms of our personality is the result of the interaction between
our genes and our social environment, because of this interaction, each person is unique, each
person has their own personality that is different from one another. If in the case of
individuals who have some of the same genes or the same social environment, interacting it
produces wide variations / differences in personality. Based on the above understanding, it
can be concluded that the social environment is an interaction or social relationship that has a
close relationship with everyday life.
Types of Social Environment:
Primary Social Environment
One type of social environment where there is a close relationship between one member and
another who knows each other well.
Secondary Social Environment
is one type of social environment that has a relationship between one member and another
member that has a distance or is less familiar.
Social environmental factors:
Social grouping
It is the various kinds of people who form alliances or social groupings based on genealogical
relationships, such as nuclear or batih families, clans or clans, tribes and others.
Social structuring
Social arrangements are needed to regulate the order of life in a society that unites more than
one person. The arrangement can be in the form of rules as a common guideline in mobilizing
cooperation and daily relationships between its members. Each person must be clear about his
or her position and the roles to be performed, and know what to give and what can be
expected from the other party.
Social institutions
Most social institutions are developed based on the need to control the residential
environment, which is very important for the survival of the community concerned. Rules are
developed to exclude people who are not members of the social unit.
Social Needs
It can be said that a social environment is formed because of the desire of humans to fulfill
their respective needs. Because as social creatures, it is clear that not all of their life needs can
be met by themselves, especially the problem of social needs such as the need for interaction
with others.
Social Environment
The cultural environment is the environment formed by human activities, such as cultural
landscapes in rural areas, forests, urban areas and cities, fixed archaeological structures on
land or water, constructions and built environments of various ages, along with bridges, roads,
power and industrial lines, and port areas. On the one hand, the cultural environment is a non-
renewable resource, on the other hand, the cultural environment is in a constant state of
renewal and development. When changing and developing a valuable cultural environment or
creating a new cultural environment or part of it, the values of the existing environment are a
good starting point. What is lost once in the cultural environment, will remain lost forever.
Definition of cultural environment according to experts, among others:
Open Education Sociology Dictionary, Cultural environment is the social behaviors, norms,
and values that people use to understand and explain their physical and social environment.
Parment, A (2014), In terms of cultural environment, there are significant differences
between countries, and also within country or market borders, for example, between
metropolitan and rural areas.
Concept of Cultural Environment
The environment shows traces of human activity and interaction with nature, from
prehistoric times to modern times. Landscapes of different types and ages, the built
environment and archaeological remains make up what is known as the cultural
environment.
The concept of cultural environment is often associated with positive images related to
history. The cultural environment shows traces from prehistoric times to modern times.
Therefore, its temporal dimension is very broad.
Values placed on the cultural environment are specific to a particular culture, time and
place. These values may vary depending on the time period. Also, places that we may not
want to see or remember are part of the cultural environment.
Cultural environments have significant social and cultural value. Some cultural environments
are protected or defined as particularly valuable. The cultural environment also contains
intangible values. It can be seen as the basis for the collective memory and identity of
communities and people. Everyone has the right to a good cultural environment, and we are
all responsible for safeguarding it. The layers and continuity of our environment allow people
to be oriented, understand the present time and build the future.
Global Marketing
Global marketing is a step for a company to enter the global market. In this era of
globalization, a company is required to carry out global marketing so that it is not left behind
by other companies that have traded internationally and the company is able to compete. In
addition to achieving company goals in financial terms, marketing can also make an entrance
for importers in meeting the demand for goods that are not available in their country. A global
marketing strategy can be defined as one of the ways companies want to compete in the world
enter the global business by influencing customers from abroad and on an international scale
to be interested in the products they produce.
Keegan (1995) defines it as the process of focusing the resources (people, money and physical
assets) and objectives of an organization to seize opportunities and respond to global market
threats.
In his book, Griffin and Pustay (1996) assert that in developing a global marketing strategy
there are seven key factors to consider, namely:
Standardization or customization
Laws and regulations that apply in a country
Economic factors
Currency exchange rate
Target offense
Cultural influence
Competition
Based on these key factors, companies can know what to do in conducting global marketing
including what steps can be taken to be more effective in conducting global marketing.
Research Methods
This research is a research using the literature study method or literature review. A literature
review is a comprehensive overview of research that has been done on a specific topic to
show readers what is already known about the topic and what is not yet known, to find
rationales for research that has been done or for further research ideas (Denney & Tewksbury,
2013). Literature studies can be obtained from various sources including journals, books,
documentation, the internet and libraries. The literature study method is a series of activities
related to library data collection methods, reading and recording, and processing writing
materials (Zed, 2008 in Nursalam, 2016). The type of writing used is a literature review study
that focuses on the results of writing related to the writing topic or variable. The author
conducts this literature study after determining the topic of writing and determining the
formulation of the problem, before going to the field to collect the necessary data (Darmadi,
2011 in Nursalam, 2016).
Results and Discussion
Both the differences and similarities in the world's cultural characteristics cause the task of
global marketers to be twofold: First, marketers must learn and understand the culture of the
countries in which they will be doing business. Second, they must incorporate this
understanding into the planning process. In some instances, marketing strategies and
programs must be adapted; however, marketers should also take advantage of cultural
characteristics and avoid unnecessary and costly adjustments to the marketing mix.
Any systematic study of a new market geography requires a combination of a settled mind
and generosity. However, marketers must also feel secure in their own beliefs and traditions,
while generosity is needed to maintain the values of wholeness and other ways of life and
other values based on the point of view of others. in other words, overcoming negative
prejudices that are a natural result and human tendency towards ethnocentrism. Although
"culture shock" is a normal human reaction to something new and unfamiliar, successful
global marketers always strive to understand people's life experiences from a local
perspective.
One of the reasons that cultural factors are challenging for global marketers is that many of
them are hidden from view. Since culture is a learned behavior and is passed down from
generation to generation, it can be difficult for less experienced or untrained entrants to
understand. As they strive to understand cultural factors, immigrants gradually become
insiders and develop cultural empathy. There are many different paths to achieve the same
goals in life. Global marketers understand this and rejoice in the diversity of life.
The role of culture is very important in international marketing activities. Because culture is
used as an identity in interacting with international society. In international marketers we
must know the influence of culture and must prepare ourselves to face the challenges that will
be faced due to this cultural aspect. In a global society, there is still an assumption from social
groups that their group is the most superior or what we usually call ethnocentrism.
Ethnocentrism has both positive and negative impacts in a multicultural society. The way to
overcome ethnocentrism in global marketing multiculturalism is to explore or 'experience'
other people's cultures.
Because we will make the global community a market share that must be maximized for its
market potential. By not denigrating other people's cultures, but rather abiding by customs
The customs of the place where it will be targeted as a market share. So that the identity of
each group is not lost and can also still maintain the association of global society. This is
because each region and border has a different culture. So that in making products, culture is
one of the factors that will affect the characteristics of these products.
This is also based on purchasing behavior and consumer needs driven by cultural norms.
Cultural background also influences consumers in processing information and factors that
motivate consumers in making purchases. Companies doing global business mean dealing
with consumers, strategic partners, distributors and competitors with different cultural
mindsets.
Conclusions
International marketers play an important and arguably even influential role in affecting the
pace of change around the world. This is most obvious in food but concerns practically all
industries, especially consumer products. Soap and detergent manufacturers have changed
washing habits, the electronics industry has changed entertainment patterns, and clothing
marketers have changed style, and so on. In industrial products, culture has influenced
product characteristics and demand, but even more important is the influence on the
marketing process, especially in the way business is conducted.
International marketers have learned to rely on people who know and understand local
customs and attitudes for marketing expertise. This research is a study using the literature
review method. A literature review is a comprehensive overview of research that has been
done on a specific topic to show readers what is known about the topic and what is not yet
known, to find rationales for research that has already been done or for further research ideas.
The type of writing used is a literature review study that focuses on the results of writing
related to the writing topic or variable. The author conducted this literature study after
determining the topic of writing and determining the formulation of the problem, before going
to the field to collect the necessary data. Any systematic study of a new market geography
requires a combination of an established mind and generosity.
The role of culture is very important in international marketing activities. Because culture is
used as an identity in interacting with international society. In international marketers, we
must know the influence of culture and must prepare ourselves for it face the challenges that
will be faced due to this cultural aspect. In a global society, there is still an assumption from
social groups that their group is the most superior or what we usually call ethnocentrism.
Ethnocentrism has both positive and negative impacts in a multicultural society. The way to
overcome ethnocentrism in global marketing multiculturalism is to explore or 'experience'
other people's cultures.
Theoretical Overview of Cultural Environment
The social environment is an area where various kinds of social interactions take place
between various groups and their institutions with established symbols and values and norms,
as well as related to the natural environment and the built or artificial environment
(spatial).The social environment is an area where various kinds of social interactions take
place between various groups and their institutions with established symbols and values and
norms, as well as related to the natural environment and the built or artificial environment
(spatial).
According to Sartain in Dalyono's book, the social environment is all other people or humans
who influence us. Direct influences such as in daily interactions with other people, with our
family, our friends, school friends, or work colleagues. While indirect influences can be
through radio and television, by reading books, magazines, newspapers, and so on in other
ways. Each of us, especially in terms of our personality is the result of the interaction between
our genes and our social environment, because of this interaction, each person is unique, each
person has their own personality that is different from one another. If in the case of
individuals who have some of the same genes or the same social environment, interacting it
produces wide variations / differences in personality. Based on the above understanding, it
can be concluded that the social environment is an interaction or social relationship that has a
close relationship with everyday life.
Types of Social Environment:
Primary Social Environment
One type of social environment where there is a close relationship between one member and
another who knows each other well.
Secondary Social Environment
is one type of social environment that has a relationship between one member and another
member that has a distance or is less familiar.
Social environmental factors:
Social grouping
It is the various kinds of people who form alliances or social groupings based on genealogical
relationships, such as nuclear or batih families, clans or clans, tribes and others.
Social structuring
Social arrangements are needed to regulate the order of life in a society that unites more than
one person. The arrangement can be in the form of rules as a common guideline in mobilizing
cooperation and daily relationships between its members. Each person must be clear about his
or her position and the roles to be performed, and know what to give and what can be
expected from the other party.
Social institutions
Most social institutions are developed based on the need to control the residential
environment, which is very important for the survival of the community concerned. Rules are
developed to exclude people who are not members of the social unit.
Social Needs
It can be said that a social environment is formed because of the desire of humans to fulfill
their respective needs. Because as social creatures, it is clear that not all of their life needs can
be met by themselves, especially the problem of social needs such as the need for interaction
with others.
Social Environment
The cultural environment is the environment formed by human activities, such as cultural
landscapes in rural areas, forests, urban areas and cities, fixed archaeological structures on
land or water, constructions and built environments of various ages, along with bridges, roads,
power and industrial lines, and port areas. On the one hand, the cultural environment is a non-
renewable resource, on the other hand, the cultural environment is in a constant state of
renewal and development. When changing and developing a valuable cultural environment or
creating a new cultural environment or part of it, the values of the existing environment are a
good starting point. What is lost once in the cultural environment, will remain lost forever.
Definition of cultural environment according to experts, among others:
Open Education Sociology Dictionary, Cultural environment is the social behaviors, norms,
and values that people use to understand and explain their physical and social environment.
Parment, A (2014), In terms of cultural environment, there are significant differences
between countries, and also within country or market borders, for example, between
metropolitan and rural areas.
Concept of Cultural Environment
The environment shows traces of human activity and interaction with nature, from
prehistoric times to modern times. Landscapes of different types and ages, the built
environment and archaeological remains make up what is known as the cultural
environment.
The concept of cultural environment is often associated with positive images related to
history. The cultural environment shows traces from prehistoric times to modern times.
Therefore, its temporal dimension is very broad.
Values placed on the cultural environment are specific to a particular culture, time and
place. These values may vary depending on the time period. Also, places that we may not
want to see or remember are part of the cultural environment.
Cultural environments have significant social and cultural value. Some cultural environments
are protected or defined as particularly valuable. The cultural environment also contains
intangible values. It can be seen as the basis for the collective memory and identity of
communities and people. Everyone has the right to a good cultural environment, and we are
all responsible for safeguarding it. The layers and continuity of our environment allow people
to be oriented, understand the present time and build the future.
Global Marketing
Global marketing is a step for a company to enter the global market. In this era of
globalization, a company is required to carry out global marketing so that it is not left behind
by other companies that have traded internationally and the company is able to compete. In
addition to achieving company goals in financial terms, marketing can also make an entrance
for importers in meeting the demand for goods that are not available in their country. A global
marketing strategy can be defined as one of the ways companies want to compete in the world
enter the global business by influencing customers from abroad and on an international scale
to be interested in the products they produce.
Keegan (1995) defines it as the process of focusing the resources (people, money and physical
assets) and objectives of an organization to seize opportunities and respond to global market
threats.
In his book, Griffin and Pustay (1996) assert that in developing a global marketing strategy
there are seven key factors to consider, namely:
Standardization or customization
Laws and regulations that apply in a country
Economic factors
Currency exchange rate
Target offense
Cultural influence
Competition
Based on these key factors, companies can know what to do in conducting global marketing
including what steps can be taken to be more effective in conducting global marketing.
Research Methods
This research is a research using the literature study method or literature review. A literature
review is a comprehensive overview of research that has been done on a specific topic to
show readers what is already known about the topic and what is not yet known, to find
rationales for research that has been done or for further research ideas (Denney & Tewksbury,
2013). Literature studies can be obtained from various sources including journals, books,
documentation, the internet and libraries. The literature study method is a series of activities
related to library data collection methods, reading and recording, and processing writing
materials (Zed, 2008 in Nursalam, 2016). The type of writing used is a literature review study
that focuses on the results of writing related to the writing topic or variable. The author
conducts this literature study after determining the topic of writing and determining the
formulation of the problem, before going to the field to collect the necessary data (Darmadi,
2011 in Nursalam, 2016).
Results and Discussion
Both the differences and similarities in the world's cultural characteristics cause the task of
global marketers to be twofold: First, marketers must learn and understand the culture of the
countries in which they will be doing business. Second, they must incorporate this
understanding into the planning process. In some instances, marketing strategies and
programs must be adapted; however, marketers should also take advantage of cultural
characteristics and avoid unnecessary and costly adjustments to the marketing mix.
Any systematic study of a new market geography requires a combination of a settled mind
and generosity. However, marketers must also feel secure in their own beliefs and traditions,
while generosity is needed to maintain the values of wholeness and other ways of life and
other values based on the point of view of others. in other words, overcoming negative
prejudices that are a natural result and human tendency towards ethnocentrism. Although
"culture shock" is a normal human reaction to something new and unfamiliar, successful
global marketers always strive to understand people's life experiences from a local
perspective.
One of the reasons that cultural factors are challenging for global marketers is that many of
them are hidden from view. Since culture is a learned behavior and is passed down from
generation to generation, it can be difficult for less experienced or untrained entrants to
understand. As they strive to understand cultural factors, immigrants gradually become
insiders and develop cultural empathy. There are many different paths to achieve the same
goals in life. Global marketers understand this and rejoice in the diversity of life.
The role of culture is very important in international marketing activities. Because culture is
used as an identity in interacting with international society. In international marketers we
must know the influence of culture and must prepare ourselves to face the challenges that will
be faced due to this cultural aspect. In a global society, there is still an assumption from social
groups that their group is the most superior or what we usually call ethnocentrism.
Ethnocentrism has both positive and negative impacts in a multicultural society. The way to
overcome ethnocentrism in global marketing multiculturalism is to explore or 'experience'
other people's cultures.
Because we will make the global community a market share that must be maximized for its
market potential. By not denigrating other people's cultures, but rather abiding by customs
The customs of the place where it will be targeted as a market share. So that the identity of
each group is not lost and can also still maintain the association of global society. This is
because each region and border has a different culture. So that in making products, culture is
one of the factors that will affect the characteristics of these products.
This is also based on purchasing behavior and consumer needs driven by cultural norms.
Cultural background also influences consumers in processing information and factors that
motivate consumers in making purchases. Companies doing global business mean dealing
with consumers, strategic partners, distributors and competitors with different cultural
mindsets.
Conclusions
International marketers play an important and arguably even influential role in affecting the
pace of change around the world. This is most obvious in food but concerns practically all
industries, especially consumer products. Soap and detergent manufacturers have changed
washing habits, the electronics industry has changed entertainment patterns, and clothing
marketers have changed style, and so on. In industrial products, culture has influenced
product characteristics and demand, but even more important is the influence on the
marketing process, especially in the way business is conducted.
International marketers have learned to rely on people who know and understand local
customs and attitudes for marketing expertise. This research is a study using the literature
review method. A literature review is a comprehensive overview of research that has been
done on a specific topic to show readers what is known about the topic and what is not yet
known, to find rationales for research that has already been done or for further research ideas.
The type of writing used is a literature review study that focuses on the results of writing
related to the writing topic or variable. The author conducted this literature study after
determining the topic of writing and determining the formulation of the problem, before going
to the field to collect the necessary data. Any systematic study of a new market geography
requires a combination of an established mind and generosity.
The role of culture is very important in international marketing activities. Because culture is
used as an identity in interacting with international society. In international marketers, we
must know the influence of culture and must prepare ourselves for it face the challenges that
will be faced due to this cultural aspect. In a global society, there is still an assumption from
social groups that their group is the most superior or what we usually call ethnocentrism.
Ethnocentrism has both positive and negative impacts in a multicultural society. The way to
overcome ethnocentrism in global marketing multiculturalism is to explore or 'experience'
other people's cultures.
Theoretical Overview of Cultural Environment
The social environment is an area where various kinds of social interactions take place
between various groups and their institutions with established symbols and values and norms,
as well as related to the natural environment and the built or artificial environment
(spatial).The social environment is an area where various kinds of social interactions take
place between various groups and their institutions with established symbols and values and
norms, as well as related to the natural environment and the built or artificial environment
(spatial).
According to Sartain in Dalyono's book, the social environment is all other people or humans
who influence us. Direct influences such as in daily interactions with other people, with our
family, our friends, school friends, or work colleagues. While indirect influences can be
through radio and television, by reading books, magazines, newspapers, and so on in other
ways. Each of us, especially in terms of our personality is the result of the interaction between
our genes and our social environment, because of this interaction, each person is unique, each
person has their own personality that is different from one another. If in the case of
individuals who have some of the same genes or the same social environment, interacting it
produces wide variations / differences in personality. Based on the above understanding, it
can be concluded that the social environment is an interaction or social relationship that has a
close relationship with everyday life.
Types of Social Environment:
Primary Social Environment
One type of social environment where there is a close relationship between one member and
another who knows each other well.
Secondary Social Environment
is one type of social environment that has a relationship between one member and another
member that has a distance or is less familiar.
Social environmental factors:
Social grouping
It is the various kinds of people who form alliances or social groupings based on genealogical
relationships, such as nuclear or batih families, clans or clans, tribes and others.
Social structuring
Social arrangements are needed to regulate the order of life in a society that unites more than
one person. The arrangement can be in the form of rules as a common guideline in mobilizing
cooperation and daily relationships between its members. Each person must be clear about his
or her position and the roles to be performed, and know what to give and what can be
expected from the other party.
Social institutions
Most social institutions are developed based on the need to control the residential
environment, which is very important for the survival of the community concerned. Rules are
developed to exclude people who are not members of the social unit.
Social Needs
It can be said that a social environment is formed because of the desire of humans to fulfill
their respective needs. Because as social creatures, it is clear that not all of their life needs can
be met by themselves, especially the problem of social needs such as the need for interaction
with others.
Social Environment
The cultural environment is the environment formed by human activities, such as cultural
landscapes in rural areas, forests, urban areas and cities, fixed archaeological structures on
land or water, constructions and built environments of various ages, along with bridges, roads,
power and industrial lines, and port areas. On the one hand, the cultural environment is a non-
renewable resource, on the other hand, the cultural environment is in a constant state of
renewal and development. When changing and developing a valuable cultural environment or
creating a new cultural environment or part of it, the values of the existing environment are a
good starting point. What is lost once in the cultural environment, will remain lost forever.
Definition of cultural environment according to experts, among others:
Open Education Sociology Dictionary, Cultural environment is the social behaviors, norms,
and values that people use to understand and explain their physical and social environment.
Parment, A (2014), In terms of cultural environment, there are significant differences
between countries, and also within country or market borders, for example, between
metropolitan and rural areas.
Concept of Cultural Environment
The environment shows traces of human activity and interaction with nature, from
prehistoric times to modern times. Landscapes of different types and ages, the built
environment and archaeological remains make up what is known as the cultural
environment.
The concept of cultural environment is often associated with positive images related to
history. The cultural environment shows traces from prehistoric times to modern times.
Therefore, its temporal dimension is very broad.
Values placed on the cultural environment are specific to a particular culture, time and
place. These values may vary depending on the time period. Also, places that we may not
want to see or remember are part of the cultural environment.
Cultural environments have significant social and cultural value. Some cultural environments
are protected or defined as particularly valuable. The cultural environment also contains
intangible values. It can be seen as the basis for the collective memory and identity of
communities and people. Everyone has the right to a good cultural environment, and we are
all responsible for safeguarding it. The layers and continuity of our environment allow people
to be oriented, understand the present time and build the future.
Global Marketing
Global marketing is a step for a company to enter the global market. In this era of
globalization, a company is required to carry out global marketing so that it is not left behind
by other companies that have traded internationally and the company is able to compete. In
addition to achieving company goals in financial terms, marketing can also make an entrance
for importers in meeting the demand for goods that are not available in their country. A global
marketing strategy can be defined as one of the ways companies want to compete in the world
enter the global business by influencing customers from abroad and on an international scale
to be interested in the products they produce.
Keegan (1995) defines it as the process of focusing the resources (people, money and physical
assets) and objectives of an organization to seize opportunities and respond to global market
threats.
In his book, Griffin and Pustay (1996) assert that in developing a global marketing strategy
there are seven key factors to consider, namely:
Standardization or customization
Laws and regulations that apply in a country
Economic factors
Currency exchange rate
Target offense
Cultural influence
Competition
Based on these key factors, companies can know what to do in conducting global marketing
including what steps can be taken to be more effective in conducting global marketing.
Research Methods
This research is a research using the literature study method or literature review. A literature
review is a comprehensive overview of research that has been done on a specific topic to
show readers what is already known about the topic and what is not yet known, to find
rationales for research that has been done or for further research ideas (Denney & Tewksbury,
2013). Literature studies can be obtained from various sources including journals, books,
documentation, the internet and libraries. The literature study method is a series of activities
related to library data collection methods, reading and recording, and processing writing
materials (Zed, 2008 in Nursalam, 2016). The type of writing used is a literature review study
that focuses on the results of writing related to the writing topic or variable. The author
conducts this literature study after determining the topic of writing and determining the
formulation of the problem, before going to the field to collect the necessary data (Darmadi,
2011 in Nursalam, 2016).
Results and Discussion
Both the differences and similarities in the world's cultural characteristics cause the task of
global marketers to be twofold: First, marketers must learn and understand the culture of the
countries in which they will be doing business. Second, they must incorporate this
understanding into the planning process. In some instances, marketing strategies and
programs must be adapted; however, marketers should also take advantage of cultural
characteristics and avoid unnecessary and costly adjustments to the marketing mix.
Any systematic study of a new market geography requires a combination of a settled mind
and generosity. However, marketers must also feel secure in their own beliefs and traditions,
while generosity is needed to maintain the values of wholeness and other ways of life and
other values based on the point of view of others. in other words, overcoming negative
prejudices that are a natural result and human tendency towards ethnocentrism. Although
"culture shock" is a normal human reaction to something new and unfamiliar, successful
global marketers always strive to understand people's life experiences from a local
perspective.
One of the reasons that cultural factors are challenging for global marketers is that many of
them are hidden from view. Since culture is a learned behavior and is passed down from
generation to generation, it can be difficult for less experienced or untrained entrants to
understand. As they strive to understand cultural factors, immigrants gradually become
insiders and develop cultural empathy. There are many different paths to achieve the same
goals in life. Global marketers understand this and rejoice in the diversity of life.
The role of culture is very important in international marketing activities. Because culture is
used as an identity in interacting with international society. In international marketers we
must know the influence of culture and must prepare ourselves to face the challenges that will
be faced due to this cultural aspect. In a global society, there is still an assumption from social
groups that their group is the most superior or what we usually call ethnocentrism.
Ethnocentrism has both positive and negative impacts in a multicultural society. The way to
overcome ethnocentrism in global marketing multiculturalism is to explore or 'experience'
other people's cultures.
Because we will make the global community a market share that must be maximized for its
market potential. By not denigrating other people's cultures, but rather abiding by customs
The customs of the place where it will be targeted as a market share. So that the identity of
each group is not lost and can also still maintain the association of global society. This is
because each region and border has a different culture. So that in making products, culture is
one of the factors that will affect the characteristics of these products.
This is also based on purchasing behavior and consumer needs driven by cultural norms.
Cultural background also influences consumers in processing information and factors that
motivate consumers in making purchases. Companies doing global business mean dealing
with consumers, strategic partners, distributors and competitors with different cultural
mindsets.
Conclusions
International marketers play an important and arguably even influential role in affecting the
pace of change around the world. This is most obvious in food but concerns practically all
industries, especially consumer products. Soap and detergent manufacturers have changed
washing habits, the electronics industry has changed entertainment patterns, and clothing
marketers have changed style, and so on. In industrial products, culture has influenced
product characteristics and demand, but even more important is the influence on the
marketing process, especially in the way business is conducted.
International marketers have learned to rely on people who know and understand local
customs and attitudes for marketing expertise. This research is a study using the literature
review method. A literature review is a comprehensive overview of research that has been
done on a specific topic to show readers what is known about the topic and what is not yet
known, to find rationales for research that has already been done or for further research ideas.
The type of writing used is a literature review study that focuses on the results of writing
related to the writing topic or variable. The author conducted this literature study after
determining the topic of writing and determining the formulation of the problem, before going
to the field to collect the necessary data. Any systematic study of a new market geography
requires a combination of an established mind and generosity.
The role of culture is very important in international marketing activities. Because culture is
used as an identity in interacting with international society. In international marketers, we
must know the influence of culture and must prepare ourselves for it face the challenges that
will be faced due to this cultural aspect. In a global society, there is still an assumption from
social groups that their group is the most superior or what we usually call ethnocentrism.
Ethnocentrism has both positive and negative impacts in a multicultural society. The way to
overcome ethnocentrism in global marketing multiculturalism is to explore or 'experience'
other people's cultures.
Theoretical Overview of Cultural Environment
The social environment is an area where various kinds of social interactions take place
between various groups and their institutions with established symbols and values and norms,
as well as related to the natural environment and the built or artificial environment
(spatial).The social environment is an area where various kinds of social interactions take
place between various groups and their institutions with established symbols and values and
norms, as well as related to the natural environment and the built or artificial environment
(spatial).
According to Sartain in Dalyono's book, the social environment is all other people or humans
who influence us. Direct influences such as in daily interactions with other people, with our
family, our friends, school friends, or work colleagues. While indirect influences can be
through radio and television, by reading books, magazines, newspapers, and so on in other
ways. Each of us, especially in terms of our personality is the result of the interaction between
our genes and our social environment, because of this interaction, each person is unique, each
person has their own personality that is different from one another. If in the case of
individuals who have some of the same genes or the same social environment, interacting it
produces wide variations / differences in personality. Based on the above understanding, it
can be concluded that the social environment is an interaction or social relationship that has a
close relationship with everyday life.
Types of Social Environment:
Primary Social Environment
One type of social environment where there is a close relationship between one member and
another who knows each other well.
Secondary Social Environment
is one type of social environment that has a relationship between one member and another
member that has a distance or is less familiar.
Social environmental factors:
Social grouping
It is the various kinds of people who form alliances or social groupings based on genealogical
relationships, such as nuclear or batih families, clans or clans, tribes and others.
Social structuring
Social arrangements are needed to regulate the order of life in a society that unites more than
one person. The arrangement can be in the form of rules as a common guideline in mobilizing
cooperation and daily relationships between its members. Each person must be clear about his
or her position and the roles to be performed, and know what to give and what can be
expected from the other party.
Social institutions
Most social institutions are developed based on the need to control the residential
environment, which is very important for the survival of the community concerned. Rules are
developed to exclude people who are not members of the social unit.
Social Needs
It can be said that a social environment is formed because of the desire of humans to fulfill
their respective needs. Because as social creatures, it is clear that not all of their life needs can
be met by themselves, especially the problem of social needs such as the need for interaction
with others.
Social Environment
The cultural environment is the environment formed by human activities, such as cultural
landscapes in rural areas, forests, urban areas and cities, fixed archaeological structures on
land or water, constructions and built environments of various ages, along with bridges, roads,
power and industrial lines, and port areas. On the one hand, the cultural environment is a non-
renewable resource, on the other hand, the cultural environment is in a constant state of
renewal and development. When changing and developing a valuable cultural environment or
creating a new cultural environment or part of it, the values of the existing environment are a
good starting point. What is lost once in the cultural environment, will remain lost forever.
Definition of cultural environment according to experts, among others:
Open Education Sociology Dictionary, Cultural environment is the social behaviors, norms,
and values that people use to understand and explain their physical and social environment.
Parment, A (2014), In terms of cultural environment, there are significant differences
between countries, and also within country or market borders, for example, between
metropolitan and rural areas.
Concept of Cultural Environment
The environment shows traces of human activity and interaction with nature, from
prehistoric times to modern times. Landscapes of different types and ages, the built
environment and archaeological remains make up what is known as the cultural
environment.
The concept of cultural environment is often associated with positive images related to
history. The cultural environment shows traces from prehistoric times to modern times.
Therefore, its temporal dimension is very broad.
Values placed on the cultural environment are specific to a particular culture, time and
place. These values may vary depending on the time period. Also, places that we may not
want to see or remember are part of the cultural environment.
Cultural environments have significant social and cultural value. Some cultural environments
are protected or defined as particularly valuable. The cultural environment also contains
intangible values. It can be seen as the basis for the collective memory and identity of
communities and people. Everyone has the right to a good cultural environment, and we are
all responsible for safeguarding it. The layers and continuity of our environment allow people
to be oriented, understand the present time and build the future.
Global Marketing
Global marketing is a step for a company to enter the global market. In this era of
globalization, a company is required to carry out global marketing so that it is not left behind
by other companies that have traded internationally and the company is able to compete. In
addition to achieving company goals in financial terms, marketing can also make an entrance
for importers in meeting the demand for goods that are not available in their country. A global
marketing strategy can be defined as one of the ways companies want to compete in the world
enter the global business by influencing customers from abroad and on an international scale
to be interested in the products they produce.
Keegan (1995) defines it as the process of focusing the resources (people, money and physical
assets) and objectives of an organization to seize opportunities and respond to global market
threats.
In his book, Griffin and Pustay (1996) assert that in developing a global marketing strategy
there are seven key factors to consider, namely:
Standardization or customization
Laws and regulations that apply in a country
Economic factors
Currency exchange rate
Target offense
Cultural influence
Competition
Based on these key factors, companies can know what to do in conducting global marketing
including what steps can be taken to be more effective in conducting global marketing.
Research Methods
This research is a research using the literature study method or literature review. A literature
review is a comprehensive overview of research that has been done on a specific topic to
show readers what is already known about the topic and what is not yet known, to find
rationales for research that has been done or for further research ideas (Denney & Tewksbury,
2013). Literature studies can be obtained from various sources including journals, books,
documentation, the internet and libraries. The literature study method is a series of activities
related to library data collection methods, reading and recording, and processing writing
materials (Zed, 2008 in Nursalam, 2016). The type of writing used is a literature review study
that focuses on the results of writing related to the writing topic or variable. The author
conducts this literature study after determining the topic of writing and determining the
formulation of the problem, before going to the field to collect the necessary data (Darmadi,
2011 in Nursalam, 2016).
Results and Discussion
Both the differences and similarities in the world's cultural characteristics cause the task of
global marketers to be twofold: First, marketers must learn and understand the culture of the
countries in which they will be doing business. Second, they must incorporate this
understanding into the planning process. In some instances, marketing strategies and
programs must be adapted; however, marketers should also take advantage of cultural
characteristics and avoid unnecessary and costly adjustments to the marketing mix.
Any systematic study of a new market geography requires a combination of a settled mind
and generosity. However, marketers must also feel secure in their own beliefs and traditions,
while generosity is needed to maintain the values of wholeness and other ways of life and
other values based on the point of view of others. in other words, overcoming negative
prejudices that are a natural result and human tendency towards ethnocentrism. Although
"culture shock" is a normal human reaction to something new and unfamiliar, successful
global marketers always strive to understand people's life experiences from a local
perspective.
One of the reasons that cultural factors are challenging for global marketers is that many of
them are hidden from view. Since culture is a learned behavior and is passed down from
generation to generation, it can be difficult for less experienced or untrained entrants to
understand. As they strive to understand cultural factors, immigrants gradually become
insiders and develop cultural empathy. There are many different paths to achieve the same
goals in life. Global marketers understand this and rejoice in the diversity of life.
The role of culture is very important in international marketing activities. Because culture is
used as an identity in interacting with international society. In international marketers we
must know the influence of culture and must prepare ourselves to face the challenges that will
be faced due to this cultural aspect. In a global society, there is still an assumption from social
groups that their group is the most superior or what we usually call ethnocentrism.
Ethnocentrism has both positive and negative impacts in a multicultural society. The way to
overcome ethnocentrism in global marketing multiculturalism is to explore or 'experience'
other people's cultures.
Because we will make the global community a market share that must be maximized for its
market potential. By not denigrating other people's cultures, but rather abiding by customs
The customs of the place where it will be targeted as a market share. So that the identity of
each group is not lost and can also still maintain the association of global society. This is
because each region and border has a different culture. So that in making products, culture is
one of the factors that will affect the characteristics of these products.
This is also based on purchasing behavior and consumer needs driven by cultural norms.
Cultural background also influences consumers in processing information and factors that
motivate consumers in making purchases. Companies doing global business mean dealing
with consumers, strategic partners, distributors and competitors with different cultural
mindsets.
Conclusions
International marketers play an important and arguably even influential role in affecting the
pace of change around the world. This is most obvious in food but concerns practically all
industries, especially consumer products. Soap and detergent manufacturers have changed
washing habits, the electronics industry has changed entertainment patterns, and clothing
marketers have changed style, and so on. In industrial products, culture has influenced
product characteristics and demand, but even more important is the influence on the
marketing process, especially in the way business is conducted.
International marketers have learned to rely on people who know and understand local
customs and attitudes for marketing expertise. This research is a study using the literature
review method. A literature review is a comprehensive overview of research that has been
done on a specific topic to show readers what is known about the topic and what is not yet
known, to find rationales for research that has already been done or for further research ideas.
The type of writing used is a literature review study that focuses on the results of writing
related to the writing topic or variable. The author conducted this literature study after
determining the topic of writing and determining the formulation of the problem, before going
to the field to collect the necessary data. Any systematic study of a new market geography
requires a combination of an established mind and generosity.
The role of culture is very important in international marketing activities. Because culture is
used as an identity in interacting with international society. In international marketers, we
must know the influence of culture and must prepare ourselves for it face the challenges that
will be faced due to this cultural aspect. In a global society, there is still an assumption from
social groups that their group is the most superior or what we usually call ethnocentrism.
Ethnocentrism has both positive and negative impacts in a multicultural society. The way to
overcome ethnocentrism in global marketing multiculturalism is to explore or 'experience'
other people's cultures.
Theoretical Overview of Cultural Environment
The social environment is an area where various kinds of social interactions take place
between various groups and their institutions with established symbols and values and norms,
as well as related to the natural environment and the built or artificial environment
(spatial).The social environment is an area where various kinds of social interactions take
place between various groups and their institutions with established symbols and values and
norms, as well as related to the natural environment and the built or artificial environment
(spatial).
According to Sartain in Dalyono's book, the social environment is all other people or humans
who influence us. Direct influences such as in daily interactions with other people, with our
family, our friends, school friends, or work colleagues. While indirect influences can be
through radio and television, by reading books, magazines, newspapers, and so on in other
ways. Each of us, especially in terms of our personality is the result of the interaction between
our genes and our social environment, because of this interaction, each person is unique, each
person has their own personality that is different from one another. If in the case of
individuals who have some of the same genes or the same social environment, interacting it
produces wide variations / differences in personality. Based on the above understanding, it
can be concluded that the social environment is an interaction or social relationship that has a
close relationship with everyday life.
Types of Social Environment:
Primary Social Environment
One type of social environment where there is a close relationship between one member and
another who knows each other well.
Secondary Social Environment
is one type of social environment that has a relationship between one member and another
member that has a distance or is less familiar.
Social environmental factors:
Social grouping
It is the various kinds of people who form alliances or social groupings based on genealogical
relationships, such as nuclear or batih families, clans or clans, tribes and others.
Social structuring
Social arrangements are needed to regulate the order of life in a society that unites more than
one person. The arrangement can be in the form of rules as a common guideline in mobilizing
cooperation and daily relationships between its members. Each person must be clear about his
or her position and the roles to be performed, and know what to give and what can be
expected from the other party.
Social institutions
Most social institutions are developed based on the need to control the residential
environment, which is very important for the survival of the community concerned. Rules are
developed to exclude people who are not members of the social unit.
Social Needs
It can be said that a social environment is formed because of the desire of humans to fulfill
their respective needs. Because as social creatures, it is clear that not all of their life needs can
be met by themselves, especially the problem of social needs such as the need for interaction
with others.
Social Environment
The cultural environment is the environment formed by human activities, such as cultural
landscapes in rural areas, forests, urban areas and cities, fixed archaeological structures on
land or water, constructions and built environments of various ages, along with bridges, roads,
power and industrial lines, and port areas. On the one hand, the cultural environment is a non-
renewable resource, on the other hand, the cultural environment is in a constant state of
renewal and development. When changing and developing a valuable cultural environment or
creating a new cultural environment or part of it, the values of the existing environment are a
good starting point. What is lost once in the cultural environment, will remain lost forever.
Definition of cultural environment according to experts, among others:
Open Education Sociology Dictionary, Cultural environment is the social behaviors, norms,
and values that people use to understand and explain their physical and social environment.
Parment, A (2014), In terms of cultural environment, there are significant differences
between countries, and also within country or market borders, for example, between
metropolitan and rural areas.
Concept of Cultural Environment
The environment shows traces of human activity and interaction with nature, from
prehistoric times to modern times. Landscapes of different types and ages, the built
environment and archaeological remains make up what is known as the cultural
environment.
The concept of cultural environment is often associated with positive images related to
history. The cultural environment shows traces from prehistoric times to modern times.
Therefore, its temporal dimension is very broad.
Values placed on the cultural environment are specific to a particular culture, time and
place. These values may vary depending on the time period. Also, places that we may not
want to see or remember are part of the cultural environment.
Cultural environments have significant social and cultural value. Some cultural environments
are protected or defined as particularly valuable. The cultural environment also contains
intangible values. It can be seen as the basis for the collective memory and identity of
communities and people. Everyone has the right to a good cultural environment, and we are
all responsible for safeguarding it. The layers and continuity of our environment allow people
to be oriented, understand the present time and build the future.
Global Marketing
Global marketing is a step for a company to enter the global market. In this era of
globalization, a company is required to carry out global marketing so that it is not left behind
by other companies that have traded internationally and the company is able to compete. In
addition to achieving company goals in financial terms, marketing can also make an entrance
for importers in meeting the demand for goods that are not available in their country. A global
marketing strategy can be defined as one of the ways companies want to compete in the world
enter the global business by influencing customers from abroad and on an international scale
to be interested in the products they produce.
Keegan (1995) defines it as the process of focusing the resources (people, money and physical
assets) and objectives of an organization to seize opportunities and respond to global market
threats.
In his book, Griffin and Pustay (1996) assert that in developing a global marketing strategy
there are seven key factors to consider, namely:
Standardization or customization
Laws and regulations that apply in a country
Economic factors
Currency exchange rate
Target offense
Cultural influence
Competition
Based on these key factors, companies can know what to do in conducting global marketing
including what steps can be taken to be more effective in conducting global marketing.
Research Methods
This research is a research using the literature study method or literature review. A literature
review is a comprehensive overview of research that has been done on a specific topic to
show readers what is already known about the topic and what is not yet known, to find
rationales for research that has been done or for further research ideas (Denney & Tewksbury,
2013). Literature studies can be obtained from various sources including journals, books,
documentation, the internet and libraries. The literature study method is a series of activities
related to library data collection methods, reading and recording, and processing writing
materials (Zed, 2008 in Nursalam, 2016). The type of writing used is a literature review study
that focuses on the results of writing related to the writing topic or variable. The author
conducts this literature study after determining the topic of writing and determining the
formulation of the problem, before going to the field to collect the necessary data (Darmadi,
2011 in Nursalam, 2016).
Results and Discussion
Both the differences and similarities in the world's cultural characteristics cause the task of
global marketers to be twofold: First, marketers must learn and understand the culture of the
countries in which they will be doing business. Second, they must incorporate this
understanding into the planning process. In some instances, marketing strategies and
programs must be adapted; however, marketers should also take advantage of cultural
characteristics and avoid unnecessary and costly adjustments to the marketing mix.
Any systematic study of a new market geography requires a combination of a settled mind
and generosity. However, marketers must also feel secure in their own beliefs and traditions,
while generosity is needed to maintain the values of wholeness and other ways of life and
other values based on the point of view of others. in other words, overcoming negative
prejudices that are a natural result and human tendency towards ethnocentrism. Although
"culture shock" is a normal human reaction to something new and unfamiliar, successful
global marketers always strive to understand people's life experiences from a local
perspective.
One of the reasons that cultural factors are challenging for global marketers is that many of
them are hidden from view. Since culture is a learned behavior and is passed down from
generation to generation, it can be difficult for less experienced or untrained entrants to
understand. As they strive to understand cultural factors, immigrants gradually become
insiders and develop cultural empathy. There are many different paths to achieve the same
goals in life. Global marketers understand this and rejoice in the diversity of life.
The role of culture is very important in international marketing activities. Because culture is
used as an identity in interacting with international society. In international marketers we
must know the influence of culture and must prepare ourselves to face the challenges that will
be faced due to this cultural aspect. In a global society, there is still an assumption from social
groups that their group is the most superior or what we usually call ethnocentrism.
Ethnocentrism has both positive and negative impacts in a multicultural society. The way to
overcome ethnocentrism in global marketing multiculturalism is to explore or 'experience'
other people's cultures.
Because we will make the global community a market share that must be maximized for its
market potential. By not denigrating other people's cultures, but rather abiding by customs
The customs of the place where it will be targeted as a market share. So that the identity of
each group is not lost and can also still maintain the association of global society. This is
because each region and border has a different culture. So that in making products, culture is
one of the factors that will affect the characteristics of these products.
This is also based on purchasing behavior and consumer needs driven by cultural norms.
Cultural background also influences consumers in processing information and factors that
motivate consumers in making purchases. Companies doing global business mean dealing
with consumers, strategic partners, distributors and competitors with different cultural
mindsets.
Conclusions
International marketers play an important and arguably even influential role in affecting the
pace of change around the world. This is most obvious in food but concerns practically all
industries, especially consumer products. Soap and detergent manufacturers have changed
washing habits, the electronics industry has changed entertainment patterns, and clothing
marketers have changed style, and so on. In industrial products, culture has influenced
product characteristics and demand, but even more important is the influence on the
marketing process, especially in the way business is conducted.
International marketers have learned to rely on people who know and understand local
customs and attitudes for marketing expertise. This research is a study using the literature
review method. A literature review is a comprehensive overview of research that has been
done on a specific topic to show readers what is known about the topic and what is not yet
known, to find rationales for research that has already been done or for further research ideas.
The type of writing used is a literature review study that focuses on the results of writing
related to the writing topic or variable. The author conducted this literature study after
determining the topic of writing and determining the formulation of the problem, before going
to the field to collect the necessary data. Any systematic study of a new market geography
requires a combination of an established mind and generosity.
The role of culture is very important in international marketing activities. Because culture is
used as an identity in interacting with international society. In international marketers, we
must know the influence of culture and must prepare ourselves for it face the challenges that
will be faced due to this cultural aspect. In a global society, there is still an assumption from
social groups that their group is the most superior or what we usually call ethnocentrism.
Ethnocentrism has both positive and negative impacts in a multicultural society. The way to
overcome ethnocentrism in global marketing multiculturalism is to explore or 'experience'
other people's cultures.
Theoretical Overview of Cultural Environment
The social environment is an area where various kinds of social interactions take place
between various groups and their institutions with established symbols and values and norms,
as well as related to the natural environment and the built or artificial environment
(spatial).The social environment is an area where various kinds of social interactions take
place between various groups and their institutions with established symbols and values and
norms, as well as related to the natural environment and the built or artificial environment
(spatial).
According to Sartain in Dalyono's book, the social environment is all other people or humans
who influence us. Direct influences such as in daily interactions with other people, with our
family, our friends, school friends, or work colleagues. While indirect influences can be
through radio and television, by reading books, magazines, newspapers, and so on in other
ways. Each of us, especially in terms of our personality is the result of the interaction between
our genes and our social environment, because of this interaction, each person is unique, each
person has their own personality that is different from one another. If in the case of
individuals who have some of the same genes or the same social environment, interacting it
produces wide variations / differences in personality. Based on the above understanding, it
can be concluded that the social environment is an interaction or social relationship that has a
close relationship with everyday life.
Types of Social Environment:
Primary Social Environment
One type of social environment where there is a close relationship between one member and
another who knows each other well.
Secondary Social Environment
is one type of social environment that has a relationship between one member and another
member that has a distance or is less familiar.
Social environmental factors:
Social grouping
It is the various kinds of people who form alliances or social groupings based on genealogical
relationships, such as nuclear or batih families, clans or clans, tribes and others.
Social structuring
Social arrangements are needed to regulate the order of life in a society that unites more than
one person. The arrangement can be in the form of rules as a common guideline in mobilizing
cooperation and daily relationships between its members. Each person must be clear about his
or her position and the roles to be performed, and know what to give and what can be
expected from the other party.
Social institutions
Most social institutions are developed based on the need to control the residential
environment, which is very important for the survival of the community concerned. Rules are
developed to exclude people who are not members of the social unit.
Social Needs
It can be said that a social environment is formed because of the desire of humans to fulfill
their respective needs. Because as social creatures, it is clear that not all of their life needs can
be met by themselves, especially the problem of social needs such as the need for interaction
with others.
Social Environment
The cultural environment is the environment formed by human activities, such as cultural
landscapes in rural areas, forests, urban areas and cities, fixed archaeological structures on
land or water, constructions and built environments of various ages, along with bridges, roads,
power and industrial lines, and port areas. On the one hand, the cultural environment is a non-
renewable resource, on the other hand, the cultural environment is in a constant state of
renewal and development. When changing and developing a valuable cultural environment or
creating a new cultural environment or part of it, the values of the existing environment are a
good starting point. What is lost once in the cultural environment, will remain lost forever.
Definition of cultural environment according to experts, among others:
Open Education Sociology Dictionary, Cultural environment is the social behaviors, norms,
and values that people use to understand and explain their physical and social environment.
Parment, A (2014), In terms of cultural environment, there are significant differences
between countries, and also within country or market borders, for example, between
metropolitan and rural areas.
Concept of Cultural Environment
The environment shows traces of human activity and interaction with nature, from
prehistoric times to modern times. Landscapes of different types and ages, the built
environment and archaeological remains make up what is known as the cultural
environment.
The concept of cultural environment is often associated with positive images related to
history. The cultural environment shows traces from prehistoric times to modern times.
Therefore, its temporal dimension is very broad.
Values placed on the cultural environment are specific to a particular culture, time and
place. These values may vary depending on the time period. Also, places that we may not
want to see or remember are part of the cultural environment.
Cultural environments have significant social and cultural value. Some cultural environments
are protected or defined as particularly valuable. The cultural environment also contains
intangible values. It can be seen as the basis for the collective memory and identity of
communities and people. Everyone has the right to a good cultural environment, and we are
all responsible for safeguarding it. The layers and continuity of our environment allow people
to be oriented, understand the present time and build the future.
Global Marketing
Global marketing is a step for a company to enter the global market. In this era of
globalization, a company is required to carry out global marketing so that it is not left behind
by other companies that have traded internationally and the company is able to compete. In
addition to achieving company goals in financial terms, marketing can also make an entrance
for importers in meeting the demand for goods that are not available in their country. A global
marketing strategy can be defined as one of the ways companies want to compete in the world
enter the global business by influencing customers from abroad and on an international scale
to be interested in the products they produce.
Keegan (1995) defines it as the process of focusing the resources (people, money and physical
assets) and objectives of an organization to seize opportunities and respond to global market
threats.
In his book, Griffin and Pustay (1996) assert that in developing a global marketing strategy
there are seven key factors to consider, namely:
Standardization or customization
Laws and regulations that apply in a country
Economic factors
Currency exchange rate
Target offense
Cultural influence
Competition
Based on these key factors, companies can know what to do in conducting global marketing
including what steps can be taken to be more effective in conducting global marketing.
Research Methods
This research is a research using the literature study method or literature review. A literature
review is a comprehensive overview of research that has been done on a specific topic to
show readers what is already known about the topic and what is not yet known, to find
rationales for research that has been done or for further research ideas (Denney & Tewksbury,
2013). Literature studies can be obtained from various sources including journals, books,
documentation, the internet and libraries. The literature study method is a series of activities
related to library data collection methods, reading and recording, and processing writing
materials (Zed, 2008 in Nursalam, 2016). The type of writing used is a literature review study
that focuses on the results of writing related to the writing topic or variable. The author
conducts this literature study after determining the topic of writing and determining the
formulation of the problem, before going to the field to collect the necessary data (Darmadi,
2011 in Nursalam, 2016).
Results and Discussion
Both the differences and similarities in the world's cultural characteristics cause the task of
global marketers to be twofold: First, marketers must learn and understand the culture of the
countries in which they will be doing business. Second, they must incorporate this
understanding into the planning process. In some instances, marketing strategies and
programs must be adapted; however, marketers should also take advantage of cultural
characteristics and avoid unnecessary and costly adjustments to the marketing mix.
Any systematic study of a new market geography requires a combination of a settled mind
and generosity. However, marketers must also feel secure in their own beliefs and traditions,
while generosity is needed to maintain the values of wholeness and other ways of life and
other values based on the point of view of others. in other words, overcoming negative
prejudices that are a natural result and human tendency towards ethnocentrism. Although
"culture shock" is a normal human reaction to something new and unfamiliar, successful
global marketers always strive to understand people's life experiences from a local
perspective.
One of the reasons that cultural factors are challenging for global marketers is that many of
them are hidden from view. Since culture is a learned behavior and is passed down from
generation to generation, it can be difficult for less experienced or untrained entrants to
understand. As they strive to understand cultural factors, immigrants gradually become
insiders and develop cultural empathy. There are many different paths to achieve the same
goals in life. Global marketers understand this and rejoice in the diversity of life.
The role of culture is very important in international marketing activities. Because culture is
used as an identity in interacting with international society. In international marketers we
must know the influence of culture and must prepare ourselves to face the challenges that will
be faced due to this cultural aspect. In a global society, there is still an assumption from social
groups that their group is the most superior or what we usually call ethnocentrism.
Ethnocentrism has both positive and negative impacts in a multicultural society. The way to
overcome ethnocentrism in global marketing multiculturalism is to explore or 'experience'
other people's cultures.
Because we will make the global community a market share that must be maximized for its
market potential. By not denigrating other people's cultures, but rather abiding by customs
The customs of the place where it will be targeted as a market share. So that the identity of
each group is not lost and can also still maintain the association of global society. This is
because each region and border has a different culture. So that in making products, culture is
one of the factors that will affect the characteristics of these products.
This is also based on purchasing behavior and consumer needs driven by cultural norms.
Cultural background also influences consumers in processing information and factors that
motivate consumers in making purchases. Companies doing global business mean dealing
with consumers, strategic partners, distributors and competitors with different cultural
mindsets.
Conclusions
International marketers play an important and arguably even influential role in affecting the
pace of change around the world. This is most obvious in food but concerns practically all
industries, especially consumer products. Soap and detergent manufacturers have changed
washing habits, the electronics industry has changed entertainment patterns, and clothing
marketers have changed style, and so on. In industrial products, culture has influenced
product characteristics and demand, but even more important is the influence on the
marketing process, especially in the way business is conducted.
International marketers have learned to rely on people who know and understand local
customs and attitudes for marketing expertise. This research is a study using the literature
review method. A literature review is a comprehensive overview of research that has been
done on a specific topic to show readers what is known about the topic and what is not yet
known, to find rationales for research that has already been done or for further research ideas.
The type of writing used is a literature review study that focuses on the results of writing
related to the writing topic or variable. The author conducted this literature study after
determining the topic of writing and determining the formulation of the problem, before going
to the field to collect the necessary data. Any systematic study of a new market geography
requires a combination of an established mind and generosity.
The role of culture is very important in international marketing activities. Because culture is
used as an identity in interacting with international society. In international marketers, we
must know the influence of culture and must prepare ourselves for it face the challenges that
will be faced due to this cultural aspect. In a global society, there is still an assumption from
social groups that their group is the most superior or what we usually call ethnocentrism.
Ethnocentrism has both positive and negative impacts in a multicultural society. The way to
overcome ethnocentrism in global marketing multiculturalism is to explore or 'experience'
other people's cultures.
Theoretical Overview of Cultural Environment
The social environment is an area where various kinds of social interactions take place
between various groups and their institutions with established symbols and values and norms,
as well as related to the natural environment and the built or artificial environment
(spatial).The social environment is an area where various kinds of social interactions take
place between various groups and their institutions with established symbols and values and
norms, as well as related to the natural environment and the built or artificial environment
(spatial).
According to Sartain in Dalyono's book, the social environment is all other people or humans
who influence us. Direct influences such as in daily interactions with other people, with our
family, our friends, school friends, or work colleagues. While indirect influences can be
through radio and television, by reading books, magazines, newspapers, and so on in other
ways. Each of us, especially in terms of our personality is the result of the interaction between
our genes and our social environment, because of this interaction, each person is unique, each
person has their own personality that is different from one another. If in the case of
individuals who have some of the same genes or the same social environment, interacting it
produces wide variations / differences in personality. Based on the above understanding, it
can be concluded that the social environment is an interaction or social relationship that has a
close relationship with everyday life.
Types of Social Environment:
Primary Social Environment
One type of social environment where there is a close relationship between one member and
another who knows each other well.
Secondary Social Environment
is one type of social environment that has a relationship between one member and another
member that has a distance or is less familiar.
Social environmental factors:
Social grouping
It is the various kinds of people who form alliances or social groupings based on genealogical
relationships, such as nuclear or batih families, clans or clans, tribes and others.
Social structuring
Social arrangements are needed to regulate the order of life in a society that unites more than
one person. The arrangement can be in the form of rules as a common guideline in mobilizing
cooperation and daily relationships between its members. Each person must be clear about his
or her position and the roles to be performed, and know what to give and what can be
expected from the other party.
Social institutions
Most social institutions are developed based on the need to control the residential
environment, which is very important for the survival of the community concerned. Rules are
developed to exclude people who are not members of the social unit.
Social Needs
It can be said that a social environment is formed because of the desire of humans to fulfill
their respective needs. Because as social creatures, it is clear that not all of their life needs can
be met by themselves, especially the problem of social needs such as the need for interaction
with others.
Social Environment
The cultural environment is the environment formed by human activities, such as cultural
landscapes in rural areas, forests, urban areas and cities, fixed archaeological structures on
land or water, constructions and built environments of various ages, along with bridges, roads,
power and industrial lines, and port areas. On the one hand, the cultural environment is a non-
renewable resource, on the other hand, the cultural environment is in a constant state of
renewal and development. When changing and developing a valuable cultural environment or
creating a new cultural environment or part of it, the values of the existing environment are a
good starting point. What is lost once in the cultural environment, will remain lost forever.
Definition of cultural environment according to experts, among others:
Open Education Sociology Dictionary, Cultural environment is the social behaviors, norms,
and values that people use to understand and explain their physical and social environment.
Parment, A (2014), In terms of cultural environment, there are significant differences
between countries, and also within country or market borders, for example, between
metropolitan and rural areas.
Concept of Cultural Environment
The environment shows traces of human activity and interaction with nature, from
prehistoric times to modern times. Landscapes of different types and ages, the built
environment and archaeological remains make up what is known as the cultural
environment.
The concept of cultural environment is often associated with positive images related to
history. The cultural environment shows traces from prehistoric times to modern times.
Therefore, its temporal dimension is very broad.
Values placed on the cultural environment are specific to a particular culture, time and
place. These values may vary depending on the time period. Also, places that we may not
want to see or remember are part of the cultural environment.
Cultural environments have significant social and cultural value. Some cultural environments
are protected or defined as particularly valuable. The cultural environment also contains
intangible values. It can be seen as the basis for the collective memory and identity of
communities and people. Everyone has the right to a good cultural environment, and we are
all responsible for safeguarding it. The layers and continuity of our environment allow people
to be oriented, understand the present time and build the future.
Global Marketing
Global marketing is a step for a company to enter the global market. In this era of
globalization, a company is required to carry out global marketing so that it is not left behind
by other companies that have traded internationally and the company is able to compete. In
addition to achieving company goals in financial terms, marketing can also make an entrance
for importers in meeting the demand for goods that are not available in their country. A global
marketing strategy can be defined as one of the ways companies want to compete in the world
enter the global business by influencing customers from abroad and on an international scale
to be interested in the products they produce.
Keegan (1995) defines it as the process of focusing the resources (people, money and physical
assets) and objectives of an organization to seize opportunities and respond to global market
threats.
In his book, Griffin and Pustay (1996) assert that in developing a global marketing strategy
there are seven key factors to consider, namely:
Standardization or customization
Laws and regulations that apply in a country
Economic factors
Currency exchange rate
Target offense
Cultural influence
Competition
Based on these key factors, companies can know what to do in conducting global marketing
including what steps can be taken to be more effective in conducting global marketing.
Research Methods
This research is a research using the literature study method or literature review. A literature
review is a comprehensive overview of research that has been done on a specific topic to
show readers what is already known about the topic and what is not yet known, to find
rationales for research that has been done or for further research ideas (Denney & Tewksbury,
2013). Literature studies can be obtained from various sources including journals, books,
documentation, the internet and libraries. The literature study method is a series of activities
related to library data collection methods, reading and recording, and processing writing
materials (Zed, 2008 in Nursalam, 2016). The type of writing used is a literature review study
that focuses on the results of writing related to the writing topic or variable. The author
conducts this literature study after determining the topic of writing and determining the
formulation of the problem, before going to the field to collect the necessary data (Darmadi,
2011 in Nursalam, 2016).
Results and Discussion
Both the differences and similarities in the world's cultural characteristics cause the task of
global marketers to be twofold: First, marketers must learn and understand the culture of the
countries in which they will be doing business. Second, they must incorporate this
understanding into the planning process. In some instances, marketing strategies and
programs must be adapted; however, marketers should also take advantage of cultural
characteristics and avoid unnecessary and costly adjustments to the marketing mix.
Any systematic study of a new market geography requires a combination of a settled mind
and generosity. However, marketers must also feel secure in their own beliefs and traditions,
while generosity is needed to maintain the values of wholeness and other ways of life and
other values based on the point of view of others. in other words, overcoming negative
prejudices that are a natural result and human tendency towards ethnocentrism. Although
"culture shock" is a normal human reaction to something new and unfamiliar, successful
global marketers always strive to understand people's life experiences from a local
perspective.
One of the reasons that cultural factors are challenging for global marketers is that many of
them are hidden from view. Since culture is a learned behavior and is passed down from
generation to generation, it can be difficult for less experienced or untrained entrants to
understand. As they strive to understand cultural factors, immigrants gradually become
insiders and develop cultural empathy. There are many different paths to achieve the same
goals in life. Global marketers understand this and rejoice in the diversity of life.
The role of culture is very important in international marketing activities. Because culture is
used as an identity in interacting with international society. In international marketers we
must know the influence of culture and must prepare ourselves to face the challenges that will
be faced due to this cultural aspect. In a global society, there is still an assumption from social
groups that their group is the most superior or what we usually call ethnocentrism.
Ethnocentrism has both positive and negative impacts in a multicultural society. The way to
overcome ethnocentrism in global marketing multiculturalism is to explore or 'experience'
other people's cultures.
Because we will make the global community a market share that must be maximized for its
market potential. By not denigrating other people's cultures, but rather abiding by customs
The customs of the place where it will be targeted as a market share. So that the identity of
each group is not lost and can also still maintain the association of global society. This is
because each region and border has a different culture. So that in making products, culture is
one of the factors that will affect the characteristics of these products.
This is also based on purchasing behavior and consumer needs driven by cultural norms.
Cultural background also influences consumers in processing information and factors that
motivate consumers in making purchases. Companies doing global business mean dealing
with consumers, strategic partners, distributors and competitors with different cultural
mindsets.
Conclusions
International marketers play an important and arguably even influential role in affecting the
pace of change around the world. This is most obvious in food but concerns practically all
industries, especially consumer products. Soap and detergent manufacturers have changed
washing habits, the electronics industry has changed entertainment patterns, and clothing
marketers have changed style, and so on. In industrial products, culture has influenced
product characteristics and demand, but even more important is the influence on the
marketing process, especially in the way business is conducted.
International marketers have learned to rely on people who know and understand local
customs and attitudes for marketing expertise. This research is a study using the literature
review method. A literature review is a comprehensive overview of research that has been
done on a specific topic to show readers what is known about the topic and what is not yet
known, to find rationales for research that has already been done or for further research ideas.
The type of writing used is a literature review study that focuses on the results of writing
related to the writing topic or variable. The author conducted this literature study after
determining the topic of writing and determining the formulation of the problem, before going
to the field to collect the necessary data. Any systematic study of a new market geography
requires a combination of an established mind and generosity.
The role of culture is very important in international marketing activities. Because culture is
used as an identity in interacting with international society. In international marketers, we
must know the influence of culture and must prepare ourselves for it face the challenges that
will be faced due to this cultural aspect. In a global society, there is still an assumption from
social groups that their group is the most superior or what we usually call ethnocentrism.
Ethnocentrism has both positive and negative impacts in a multicultural society. The way to
overcome ethnocentrism in global marketing multiculturalism is to explore or 'experience'
other people's cultures.
Theoretical Overview of Cultural Environment
The social environment is an area where various kinds of social interactions take place
between various groups and their institutions with established symbols and values and norms,
as well as related to the natural environment and the built or artificial environment
(spatial).The social environment is an area where various kinds of social interactions take
place between various groups and their institutions with established symbols and values and
norms, as well as related to the natural environment and the built or artificial environment
(spatial).
According to Sartain in Dalyono's book, the social environment is all other people or humans
who influence us. Direct influences such as in daily interactions with other people, with our
family, our friends, school friends, or work colleagues. While indirect influences can be
through radio and television, by reading books, magazines, newspapers, and so on in other
ways. Each of us, especially in terms of our personality is the result of the interaction between
our genes and our social environment, because of this interaction, each person is unique, each
person has their own personality that is different from one another. If in the case of
individuals who have some of the same genes or the same social environment, interacting it
produces wide variations / differences in personality. Based on the above understanding, it
can be concluded that the social environment is an interaction or social relationship that has a
close relationship with everyday life.
Types of Social Environment:
Primary Social Environment
One type of social environment where there is a close relationship between one member and
another who knows each other well.
Secondary Social Environment
is one type of social environment that has a relationship between one member and another
member that has a distance or is less familiar.
Social environmental factors:
Social grouping
It is the various kinds of people who form alliances or social groupings based on genealogical
relationships, such as nuclear or batih families, clans or clans, tribes and others.
Social structuring
Social arrangements are needed to regulate the order of life in a society that unites more than
one person. The arrangement can be in the form of rules as a common guideline in mobilizing
cooperation and daily relationships between its members. Each person must be clear about his
or her position and the roles to be performed, and know what to give and what can be
expected from the other party.
Social institutions
Most social institutions are developed based on the need to control the residential
environment, which is very important for the survival of the community concerned. Rules are
developed to exclude people who are not members of the social unit.
Social Needs
It can be said that a social environment is formed because of the desire of humans to fulfill
their respective needs. Because as social creatures, it is clear that not all of their life needs can
be met by themselves, especially the problem of social needs such as the need for interaction
with others.
Social Environment
The cultural environment is the environment formed by human activities, such as cultural
landscapes in rural areas, forests, urban areas and cities, fixed archaeological structures on
land or water, constructions and built environments of various ages, along with bridges, roads,
power and industrial lines, and port areas. On the one hand, the cultural environment is a non-
renewable resource, on the other hand, the cultural environment is in a constant state of
renewal and development. When changing and developing a valuable cultural environment or
creating a new cultural environment or part of it, the values of the existing environment are a
good starting point. What is lost once in the cultural environment, will remain lost forever.
Definition of cultural environment according to experts, among others:
Open Education Sociology Dictionary, Cultural environment is the social behaviors, norms,
and values that people use to understand and explain their physical and social environment.
Parment, A (2014), In terms of cultural environment, there are significant differences
between countries, and also within country or market borders, for example, between
metropolitan and rural areas.
Concept of Cultural Environment
The environment shows traces of human activity and interaction with nature, from
prehistoric times to modern times. Landscapes of different types and ages, the built
environment and archaeological remains make up what is known as the cultural
environment.
The concept of cultural environment is often associated with positive images related to
history. The cultural environment shows traces from prehistoric times to modern times.
Therefore, its temporal dimension is very broad.
Values placed on the cultural environment are specific to a particular culture, time and
place. These values may vary depending on the time period. Also, places that we may not
want to see or remember are part of the cultural environment.
Cultural environments have significant social and cultural value. Some cultural environments
are protected or defined as particularly valuable. The cultural environment also contains
intangible values. It can be seen as the basis for the collective memory and identity of
communities and people. Everyone has the right to a good cultural environment, and we are
all responsible for safeguarding it. The layers and continuity of our environment allow people
to be oriented, understand the present time and build the future.
Global Marketing
Global marketing is a step for a company to enter the global market. In this era of
globalization, a company is required to carry out global marketing so that it is not left behind
by other companies that have traded internationally and the company is able to compete. In
addition to achieving company goals in financial terms, marketing can also make an entrance
for importers in meeting the demand for goods that are not available in their country. A global
marketing strategy can be defined as one of the ways companies want to compete in the world
enter the global business by influencing customers from abroad and on an international scale
to be interested in the products they produce.
Keegan (1995) defines it as the process of focusing the resources (people, money and physical
assets) and objectives of an organization to seize opportunities and respond to global market
threats.
In his book, Griffin and Pustay (1996) assert that in developing a global marketing strategy
there are seven key factors to consider, namely:
Standardization or customization
Laws and regulations that apply in a country
Economic factors
Currency exchange rate
Target offense
Cultural influence
Competition
Based on these key factors, companies can know what to do in conducting global marketing
including what steps can be taken to be more effective in conducting global marketing.
Research Methods
This research is a research using the literature study method or literature review. A literature
review is a comprehensive overview of research that has been done on a specific topic to
show readers what is already known about the topic and what is not yet known, to find
rationales for research that has been done or for further research ideas (Denney & Tewksbury,
2013). Literature studies can be obtained from various sources including journals, books,
documentation, the internet and libraries. The literature study method is a series of activities
related to library data collection methods, reading and recording, and processing writing
materials (Zed, 2008 in Nursalam, 2016). The type of writing used is a literature review study
that focuses on the results of writing related to the writing topic or variable. The author
conducts this literature study after determining the topic of writing and determining the
formulation of the problem, before going to the field to collect the necessary data (Darmadi,
2011 in Nursalam, 2016).
Results and Discussion
Both the differences and similarities in the world's cultural characteristics cause the task of
global marketers to be twofold: First, marketers must learn and understand the culture of the
countries in which they will be doing business. Second, they must incorporate this
understanding into the planning process. In some instances, marketing strategies and
programs must be adapted; however, marketers should also take advantage of cultural
characteristics and avoid unnecessary and costly adjustments to the marketing mix.
Any systematic study of a new market geography requires a combination of a settled mind
and generosity. However, marketers must also feel secure in their own beliefs and traditions,
while generosity is needed to maintain the values of wholeness and other ways of life and
other values based on the point of view of others. in other words, overcoming negative
prejudices that are a natural result and human tendency towards ethnocentrism. Although
"culture shock" is a normal human reaction to something new and unfamiliar, successful
global marketers always strive to understand people's life experiences from a local
perspective.
One of the reasons that cultural factors are challenging for global marketers is that many of
them are hidden from view. Since culture is a learned behavior and is passed down from
generation to generation, it can be difficult for less experienced or untrained entrants to
understand. As they strive to understand cultural factors, immigrants gradually become
insiders and develop cultural empathy. There are many different paths to achieve the same
goals in life. Global marketers understand this and rejoice in the diversity of life.
The role of culture is very important in international marketing activities. Because culture is
used as an identity in interacting with international society. In international marketers we
must know the influence of culture and must prepare ourselves to face the challenges that will
be faced due to this cultural aspect. In a global society, there is still an assumption from social
groups that their group is the most superior or what we usually call ethnocentrism.
Ethnocentrism has both positive and negative impacts in a multicultural society. The way to
overcome ethnocentrism in global marketing multiculturalism is to explore or 'experience'
other people's cultures.
Because we will make the global community a market share that must be maximized for its
market potential. By not denigrating other people's cultures, but rather abiding by customs
The customs of the place where it will be targeted as a market share. So that the identity of
each group is not lost and can also still maintain the association of global society. This is
because each region and border has a different culture. So that in making products, culture is
one of the factors that will affect the characteristics of these products.
This is also based on purchasing behavior and consumer needs driven by cultural norms.
Cultural background also influences consumers in processing information and factors that
motivate consumers in making purchases. Companies doing global business mean dealing
with consumers, strategic partners, distributors and competitors with different cultural
mindsets.
Conclusions
International marketers play an important and arguably even influential role in affecting the
pace of change around the world. This is most obvious in food but concerns practically all
industries, especially consumer products. Soap and detergent manufacturers have changed
washing habits, the electronics industry has changed entertainment patterns, and clothing
marketers have changed style, and so on. In industrial products, culture has influenced
product characteristics and demand, but even more important is the influence on the
marketing process, especially in the way business is conducted.
International marketers have learned to rely on people who know and understand local
customs and attitudes for marketing expertise. This research is a study using the literature
review method. A literature review is a comprehensive overview of research that has been
done on a specific topic to show readers what is known about the topic and what is not yet
known, to find rationales for research that has already been done or for further research ideas.
The type of writing used is a literature review study that focuses on the results of writing
related to the writing topic or variable. The author conducted this literature study after
determining the topic of writing and determining the formulation of the problem, before going
to the field to collect the necessary data. Any systematic study of a new market geography
requires a combination of an established mind and generosity.
