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Cross-Cultural Marketing Communication: An Analysis of Cultural Impact on
International Business Success
Introduction
Communication is one of the most critical skills for any business to succeed, especially
for multinational companies, in today’s competitive marketplaces (Eggert et al., 2018, 85). Its
marketing communication strategy and competencies particularly influence the profitability of a
company. However, top managers in globally operating businesses often neglect the importance
of invisible barriers of cultural differences in marketing communications. Cultural factors play a
significant role and function as invisible constraints.
When it comes to doing international business, it has long been recognized that cultural
factors impact communication and the possibility of competitors' success. Cultural awareness
affects the behavior of businesses in cross-cultural markets (Usunier, Herk, and Lee, 2017, 134).
It is well acknowledged that cultural factors function as invisible obstacles in international
marketing communications since they are challenging to detect. Understanding cultural
differences is one of the most critical abilities for businesses to gain a competitive edge in the
international market.
Cross-cultural marketing communication involves marketing communication between
consumers whose culture tends to differ from that of a marketer in at least one cultural aspect:
language, social norms, education, values, religion, and lifestyle (Wales et al., 2019 100).
Businesses must be aware of and sensitive to cultural differences in order to communicate cross-
culturally. Marketers must recognize that their clients have the right to preserve, practice, and
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identify with their own culture in order to respect their right to culture in different cultures and
marketplaces. If marketers want cross-cultural marketing to be successful, they have to operate
in a manner that respects the values of consumers and their right to cultural relations. This report
has two main goals: the first is to analyze methods used in marketing communication across
China and the United Kingdom; the second is to assess the cultural differences between the two
countries using fundamental cultural theories.
Marketing Communication methods
The term “Marketing Communication” refers to the methods businesses use to convey
information about their goods and brands to consumers, either directly or indirectly, intending to
persuade them to make a purchase decision (Ayman and Kaya, 2020, 54). In other words, it
is the business’ various channels for exchanging information about its products and services to
the consumer. Considering that the two countries have cultural differences, they tend to differ in
their marketing communication strategies, though they also have similar concepts. Whether a
viable business proposal or not, China is the one nation that almost everyone in business has
examined as a target market at some point, its size and potential are very appealing, and it is
human nature to compare business methods in China with the United Kingdom. However, for
those engaged in marketing, mainly digital marketing, China represents a distinct world.
Therefore, we can use three strategies to compare the marketing communication within china and
the united kingdom.
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Figure : Marketing Communication methods.
Advertising
Advertising has two purposes: raising awareness and selling. Because you won’t be able
to sell if no one knows you exist(Champlin et al., 2019, 19). As a response, we utilize
advertisements to promote our product, business, and brand in front of potential consumers. The
main differences portrayed in the UK and China advertisements are culturally based. These two
countries have different cultures, and the design of advertisements must thus be different. Many
types of advertising are based on Chinese culture. You have to comprehend the Chinese culture
in order to succeed in China. This is because the responses on Advertisements are proportionate
Cross-Cultural Marketing Communication: An Analysis of Cultural Impact on
International Business Success
Introduction
Communication is one of the most critical skills for any business to succeed, especially
for multinational companies, in today’s competitive marketplaces (Eggert et al., 2018, 85). Its
marketing communication strategy and competencies particularly influence the profitability of a
company. However, top managers in globally operating businesses often neglect the importance
of invisible barriers of cultural differences in marketing communications. Cultural factors play a
significant role and function as invisible constraints.
When it comes to doing international business, it has long been recognized that cultural
factors impact communication and the possibility of competitors' success. Cultural awareness
affects the behavior of businesses in cross-cultural markets (Usunier, Herk, and Lee, 2017, 134).
It is well acknowledged that cultural factors function as invisible obstacles in international
marketing communications since they are challenging to detect. Understanding cultural
differences is one of the most critical abilities for businesses to gain a competitive edge in the
international market.
Cross-cultural marketing communication involves marketing communication between
consumers whose culture tends to differ from that of a marketer in at least one cultural aspect:
language, social norms, education, values, religion, and lifestyle (Wales et al., 2019 100).
Businesses must be aware of and sensitive to cultural differences in order to communicate cross-
culturally. Marketers must recognize that their clients have the right to preserve, practice, and
, Lastname 2
identify with their own culture in order to respect their right to culture in different cultures and
marketplaces. If marketers want cross-cultural marketing to be successful, they have to operate
in a manner that respects the values of consumers and their right to cultural relations. This report
has two main goals: the first is to analyze methods used in marketing communication across
China and the United Kingdom; the second is to assess the cultural differences between the two
countries using fundamental cultural theories.
Marketing Communication methods
The term “Marketing Communication” refers to the methods businesses use to convey
information about their goods and brands to consumers, either directly or indirectly, intending to
persuade them to make a purchase decision (Ayman and Kaya, 2020, 54). In other words, it
is the business’ various channels for exchanging information about its products and services to
the consumer. Considering that the two countries have cultural differences, they tend to differ in
their marketing communication strategies, though they also have similar concepts. Whether a
viable business proposal or not, China is the one nation that almost everyone in business has
examined as a target market at some point, its size and potential are very appealing, and it is
human nature to compare business methods in China with the United Kingdom. However, for
those engaged in marketing, mainly digital marketing, China represents a distinct world.
Therefore, we can use three strategies to compare the marketing communication within china and
the united kingdom.
, Lastname 3
Figure : Marketing Communication methods.
Advertising
Advertising has two purposes: raising awareness and selling. Because you won’t be able
to sell if no one knows you exist(Champlin et al., 2019, 19). As a response, we utilize
advertisements to promote our product, business, and brand in front of potential consumers. The
main differences portrayed in the UK and China advertisements are culturally based. These two
countries have different cultures, and the design of advertisements must thus be different. Many
types of advertising are based on Chinese culture. You have to comprehend the Chinese culture
in order to succeed in China. This is because the responses on Advertisements are proportionate
