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Culture & Marketing in Turkey
Turkey & Culture Norris explains:
Author's note with contact information and more details on collegiate affiliation, etc.
Culture & Marketing in Turkey
Culture is a critical aspect of successful marketing strategies. Marketing firms must perform diligent and thorough research on their prospective consumers for several reasons. Culture is a key factor in determining tastes, aesthetic preferences, behavior, values, and perspectives on other cultures, among other things. As such, it is the responsibility of any marketing department to know the culture to which they intend to market products for consumption. This holds true in any location, though the focus of this paper will be upon the country of Turkey. Turkey is a country that is part of both Europe and Asia, and this trait alone can provide some insight as to the complexity and richness of the culture. This paper will examine the impact of culture on multinational marketing in Turkey by describing cultural groups and patterns, while also interpreting the strongest methods by which a marketing firm can approach the task of marketing in such an intriguing country and culture.
"Brands can be an integral part of a culture, and in many ways the relationship between culture and brands is symbiotic. Brands that successfully anticipate trends in popular culture prosper better than those that do not (see the September 2007 Point-of-View 'What Makes an Iconic Brand?'), while brands that are not aligned with local cultures can find it difficult to prosper at all. Brands contribute to cultures not only through the needs they address but also through their role as social currency. They provide new cultural reference points and topics of conversation." (Hollis, 2009)
Thus, if a marketing team is unaware, or only superficially aware of the culture, the likelihood of success is nominal. As he contends, the relationship between culture and marketing is two-way. Culture informs marketing and marketing informs culture. They work together to create services and products that satisfy consumers and demonstrate on behalf of the product the sensitivity to the culture. Consumers purchase products that…
References:
Cavusgil, S Tamer, Civi, E., Tutek, H.H., Dalgic, T. (2003) "Doing Business in Turkey." Thunderbird International Business Review, 45(4), 467 -- 479.
Hollis, N. (2009) "Culture Clash: Globalization Does Not Imply Homogenization." Millard Brown: POV, 1 -- 4.
All in all, Turkey is once again western through democracy, but eastern through its identity elements. 4. Impact on Turkey's development and the relations with the United States, Europe and the Middle East An interesting element at this stage is constituted by the undying desire of Turkey to adhere to the European Union. On the one hand, the country perceives this adherence as a natural step in the historical process and
6 billion cu m in 2005; natural gas export - 0 cu m in 2004; natural gas imports - 21.73 billion cu m in 2004; natural gas proved reserves - 8.495 billion cu m in 2005; current account balance - -$25.99 billion in 2006; exports - $85.21 billion f.o.b. In 2006; exports commodities - apparel, foodstuffs, textiles, metal manufactures, transport equipment; imports partners - Germany 11.7%, Russia 11%, Italy 6.5%,
As a consequence, Turkey is uniquely positioned to sell to all of these different customers, as its position on the map indicates. Market Research The market research process can be different in the international context. The first issue is that the purpose of the market entry has to be defined. Once this has been established -- suppose the objective is to set up textile manufacturing in Turkey -- then the research
Turkey: Economy in the 1970s and 1990s Turkey is a unique country that lies partially in Asia and partly in Europe. The Asian and the European part of the country are separated by the Bosporus, which is the water link between the Black Sea and the Mediterranean. Although the areas constituting Turkey have a very ancient history, the modern day Turkey became a Republic in 1923 under the leadership of Mustafa Kemal
Turkey, clearly has a proud and longstanding history with sports and sports enthusiasm. Sports, as a cultural access point in fact is written into the Turkish constitution, as an aspect of cultural and personal growth goals for the entire nation. Turkey is one of the rare countries in the world which has an article related to sports in her Constitution. Article 59 of the Constitution says, "The State takes measures
Such differences may lead us to question whether there are any universal moral principles or whether morality is merely a matter of "cultural taste" (Velasquez, Andre, Shanks and Meyer: 1). If there is no transcendent ethical or moral standard, then cultural relativists argue that culture becomes the ethical norm for determining whether an action is right or wrong. This ethical system is known as cultural relativism. Cultural relativism is the