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What is meant by the term "Marketing culture?" How does marketing culture impact marketing strategy? Example of organization have a "marketing culture?" Explain.

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What is meant by the term "marketing culture?" How does marketing culture impact marketing strategy? Give an example of organization with a "marketing culture". Explain.

Marketing culture refers to an organization's giving importance on the culture of its market before trying to penetrate its potential consumers. The culture is customer-oriented and the organization tries to perform a coordinated set of activities to satisfy its customers' needs which also allows the organization to achieve its goals.

The term 'marketing culture' applies best to international marketing wherein globalization has caused diminishing of national borders due to the spread of information technology and cultural transfers. There is an increase for better products and services and companies have expanded to other countries and have the chance to cater to a different type of market with a different culture. Learning all these, it is where knowledge of marketing culture becomes ...

Solution Summary

Definition of marketing culture and how it impacts marketing strategy. References are included.

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· Describe how an internal marketing culture can better satisfy customer needs.

· Analyze the factors that influence internal marketing culture.

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Required Reading

Read your materials for Week Four on your rEsourceSM course page.


Learning Team - Internal Marketing Culture Generic Benchmarking

Individually, identify and research two companies that have faced specific issues related to those in the Huffman Trucking scenario (note: while this exercise is similar to your earlier team exercise, you should use two different companies than those you used previously for the Smith Systems Consulting scenario.) For each company selected, discuss the following in a 350-word synopsis: (A) issue identified in the scenario that is also facing the company, (B) how the company responded to the issue, and (C) outcomes of the company's response to the issue. Thus, each team member should have two 350-word synopses, one for each company, which provides the information identified. To avoid duplication of efforts, each team member should identify, to the team, the companies he or she will be researching before doing this part of the assignment.

Step 2

As a team, based upon the information gathered from the individual work done in Step 1, prepare a 1,050-word to 1,400-word analysis that synthesizes the key findings. As a team, using the companies researched: (A) identify the key course concepts and (B) compare and contrast the practices of each company related to those concepts. Appropriately cite all references used.

Step 3

The team will submit a final composition which consists of a title page, the team's overall analysis, the individual company synopses (with the preparer of each synopsis identified), and an appropriate reference page. As a guideline, a team of five will submit roughly 13-14 pages of material as well as a title page and reference page.

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