| Abstract [eng] |
Intercultural marketing is the main object of research. The purpose is to clarify the impact of culture on marketing mix and identify intercultural marketing ability to overcome cultural differences. There are such goals to be done as culture concept analysis; identify the culture influence on marketing mix; suggesting intercultural marketing concept; define key elements of intercultural marketing such as market research and communication strategy; “Toyota” and “General Motors” marketing strategy analysis; define car brands perception and buying motives across different cultures and the last one. According globalization processes in world markets, countries which were closed to the world become open for the use and developing marketing mixes. The main problem for marketers becomes national culture, since it has influence on the whole marketing mix. For solving this specific problem, the new theory of marketing arising called intercultural marketing. It’s not the same as international marketing. Intercultural marketing treating culture as the context of business processes. The marketing research, strategy and communication tools depend on national culture. “Toyota” marketing can be defined as intercultural marketing, because they believe in long term relationships level of trust for their manufacturers, distributors and consumers. They use pull marketing strategy identifying customer needs and expectations despite the intercultural differences across 160 countries. The rising sales and market share in global automobile market makes no doubt about outstanding performance of intercultural marketing. Brands, products and services are complex systems of meaning. Different issues about different meanings that are given to these facets pervade a variety of cultural dimensions at the same time. Intercultural marketing can be used as a tool for unifying and positioning automobile brands in different cultures. So the proper use of intercultural marketing elements can gain success in marketing across cultures. This research work can be useful for marketing managers, management and information science teachers and students. |
