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International marketing needs to take into consideration the culture of the country in which the trade is supposedly to take place. There are a number of theories regarded cultural impacts on marketing in practise. The cultural framework of Terpstra and Sarathy helps marketing managers to assess the cultural nature of an international market. They analyze eight categories in this context. [4]

Language

Language is an integral part of cultural influence over marketing mix. Language holds the idea of high context culture or a low context culture (Hall and Hall 1986). This consists of both the verbal and the non-verbal communication. In a low context culture verbal communication is mostly desired. Whereas countries of high context culture like Japan and some Arabic nations, non-verbal form of communication is used. For global marketing, balance between these two is a must.

Religion

Cultural context varies with religion too. The organization needs to make sure that their products and services are not offensive, unlawful or distasteful to the local nation. This includes marketing promotion and branding. For an example, in 2007 China banned all advertising which included pictures of pigs to maintain harmony with the country's Muslim population of around 2%.

Values and Attitudes

Values and attitudes vary between and within nations. In producing product or service overseas it is highly necessary to learn the values and attitudes of that particular area for altering promotional material or managing local employees.

For example, in France workers tend to take vacations for the whole month of August, while in the United States, employees may only take a couple of week's vacation in an entire year.

Education

Education can be considered as an important cultural factor. The level and nature of education in each international market varies. For example, in countries with low literacy levels, advertisers would avoid communications which depended upon written copy. They may favor radio advertising with an audio message or visual media such as billboards. The presentation of products may also be an important issue here.

The nationwide system of public education system is different. In China, it includes primary schools, middle schools, and universities. Nine years of education is compulsory for all Chinese students. Whereas in Uganda schooling includes 7 years of primary education, 6 years of secondary education and 3 to 5 years of post-secondary education.

Societal Organizations

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