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ed characteristics include- language, religious observances, customs, acceptable roles of gender and occupation, intellectual, artistic and other aspects of behavior. Nations with large immigrant populations has to face a wide range of cultural diversity, religious beliefs, customs, and values. This mingling of nationality reduces the diversity with successive generations. At the same time, they distinguish rural from urban, African American from European and religious believers from secularists. [2]

 

Culture is broad and multifaceted idea. Culture influences persons as individuals, families, communities, professions, industries, organizations and nations. It makes interaction within and across regional and national borders. Culture provides a sense of identity within language, communication styles, history and religion to norms, values, symbolism and ways of being.

 

Culture influence marketing as well as marketing influences culture. Marketers can act as agents of changes within or across a culture. The interactions between marketing and culture can be examined from three perspectives. [3]

 

First, culture defines acceptable purchasing behavior for both consumers and business. For an example, it can be taken that in cultures where a business gift is expected but not presented; it is an insult of to the host. On the other hand, in countries where gifts generate an obligation (such as in Japan), it may be beneficial to engage in the practice. Though offering a business gift could be misinterpreted as inappropriate in other cultures.

 

Secondly, each element of culture profoundly influences each component of the marketing mix. Promotion is strongly influenced by the language of countries, product acceptance is largely influenced by culturally based attitudes and distribution is influenced by social institutions (such as relationship within groups).

 

Thirdly, marketing influences culture by contributing to cultural change. Marketing mix increases with the rate of increase of cultural changes with global and standardization markets.

 

Sometimes cultures may change slowly for specific products. The duty of marketers is to locate the similarities in various markets. At the same time, they should strategically make them available for entering into the cross cultural new markets. Cross-cultural marketing is a process in which marketers need to continuously adjust their behaviors and marketing programs in order to find out targeted markets. It is a crucial tool to capture the attention of target market. Marketers frequently feel the pitfalls of unconscious application of cultural experiences and values to a market in another culture. One may also feel superiority for own culture, but there is no room for such attitudes in the global marketing practice.

 

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