. It is a widely accepted tenet of marketing that consumers are not homogenous and that their specific tastes, characteristics and desires will influence their responese to marketing activities and advertising ( Jeannet and Hennessey, 2004; Kotler and Keller, 2006, p.52) At the same time, it is also accepted that consumers in different cultures tend to have different demographic profiles, lifestyles, values and economic priorities ( Yucels, 2000, p.59). As a result, it is clear that consumers in different cultures are very likely to have different needs and responses to marketing and advertising.
This in turn implies that culture will have a pervasive impact in influencing marketing asctivities, and businesses will have to take account of cultural factors if they are to successfully advertise to consumers in differrent cultures. This piece will critically review the extent to which culture is pervasive in all marketing activities; particularly in the creation and implementation of advertising strategies, and the implications for marketing and advertising activity.
Culture is pervasive in all marketing acivities. For example, studies of marketing in the European Union, which is generally seen as a single market, have shown that ” national differences are more important than similarities when marketers are planning to approach the European consumers” (Yucelt, 2000, p.59). These differences become even stronger in other contexts such as Asia.