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An Illusion of Similarities in Cultural Factors

Similarities in cultural factors often confuse inexperienced marketer and make them bewildered. They found it difficult to identify the similar but different aspect of culture at the same time. These aspects create illusions of similarity which may not exist. For an example, several nationalities can speak the same language or have similar race and heritage, but it does not necessarily follow the similarities exist in other respects too. A product acceptable to one culture may not readily acceptable to the other culture. There is a common misconception among marketer that people from similar culture may share similar cultural to meet individual needs.

Linguistic Illusion

As a cultural factor, language plays great importance. But a common language does not guarantee similar understanding of words or phrases. For an example, both British and Americans speak English, but their cultures are sufficiently different. A single word or phrase has different meanings to each of them. So there prevails the possibility of misunderstanding and mismatch. In England, one asks for a lift instead of an elevator and an American, when speaking of a bathroom, generally refers to a toilet, whereas in England a bathroom is a place to take a tub bath. [7]

Because of the economic unification of Europe , there creates many obstacles in doing business in Europe which may be eliminated as the European Union takes shape, but to the marketers, it can’t draw any conclusion that an economically unified Europe means a common set of consumer wants and needs. Cultural differences among the members of the European Union are the product of centuries of history. The United States itself has many subcultures. With mass communication and rapid travel, they may defy complete homogenization. The same is applied to assume the unification of Germany has erased cultural differences that arose from over 40 years due to political and social separation.

Illusion in Marketing Policy

Marketers must assess each country thoroughly in terms of the proposed products or services and they never rely on that if it sells in one country, it will surely sell in another. Worldwide mass communications and increased economic and social interdependence of countries grow increase the similarities among countries and develop common market behaviors, wants, and needs. With this process, the tendency will be rely more on clear similarities when they may not exist. A marketer is wise to remember that a culture adapts and customizes to its own needs a quirk. It may appear to be the same on in its cultural meaning.

Respecting the differences in case of illusion

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