Copenhagen Business School

The impact of culture on international marketing

Inspiration companies: Starbucks Int. and Coffee Heaven Int.

Main topics that will be discussed:

� The impact of culture on international marketing
� The impact of culture on international consumer behaviour, consumption, thinking & communication processes

Culture is integral to the marketing concept which is based on satisfaction of wants and needs of potential buyers. Culture not only conditions these wants and needs but also impacts on the way messages concerning the ability of the product or service to satisfy the wants or needs, are received and interpreted. This is even more so in international marketing, where cultures differ markedly from one international market to another. Culture pervades all elements of marketing mix and the acceptability of each of these elements will be judged in the context of culture that they are targeting.