International Organization Marketing Strategies in Different Cultures
Section 1: Introduction
Most organizations and their business associates are growing instantly across the globe,
searching for new opportunities and facing different cultures. While functioning in various
geographical locations, they must focus on diverse cultural groups fundamental to their overall
growth and functionality. Organizations that show a more profound comprehension of culture
improves their recognition and global acceptance. Marketing strategies that consider social
values and norms are likely to be successful because they define consumers' behavior
preferences and purchasing habits. Therefore, the research paper explores the different marketing
strategies, their effectiveness, and the companies that perform best internationally.
Section 2: Marketing Strategies
2.1: Cause Marketing (CM)
Most businesses rely on cause marketing as a form of Corporate Social Responsibility
(CSR), whereby a company increases profits while adding value to society. Gao (2020) defines
course marketing as a way a business donates a portion of its revenue from sales to a charity for
a social cause when consumers buy its commodities. Ideally, cause marketing links a company
and its products and services to a social issue or cause.
When a business supports any given cause, they often enjoy a series of marketing
benefits, including improving its brand image to its potential customers. While the question of
whether course marketing is effective lies in its services, several sources argue that cause
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marketing campaigns are usually winning approaches to the consumers, the cause, and firms.
However, according to De Vries and Duque's (2018) research, small firms are more likely to
perform well with course marketing. De Vries and Duque (2018) argue that small cause
marketing is more effective for a small-sized business than for large ones because consumers
perceive more significant efforts by such firms. The small firms are often perceived as sincere,
which serves to induce appreciation in consumers. Example of companies that are doing well
internationally with CM includes Starbucks and Uber.
2.2: Relationship Marketing (RM)
Relationship marketing majorly focuses on developing close relationships with the
business customers. The two key concepts in this marketing strategy are customer satisfaction
and retention. These concepts are associated with existing customers, increasing their loyalty and
improve long-term engagement with the business. Organizations utilize relationship marketing to
provide their customers with information based on their interests and needs to develop strong
connections (Hoque, Awang, & Salam, 2017). Other benefits tied to relationship marketing
include obtaining high returns on investments, getting an honest perspective on decisions for the
business, and enhancing customer dependence.
Organizational trust and relations commitment contribute to customer loyalty, and
similarity and frequency of interactions have no impact on SMEs' customers. Moreover,
relationship marketing forms one of the small and medium enterprises (Hoque, Awang, & Salam,
2017). The strategy effectively provides positive business outcomes, including solid relations
with the surrounding consumer culture, which increase overall production and sales. Product
prices influence customers' purchasing power, and their relationships with the business equally
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influence them. Relationship marketing offers an avenue from which a company's brand image is
built. Notable examples of companies that perform best internationally with relationship
marketing include Lay's and Zappos.
2.3: Content Marketing
Organizations utilize content marketing to target specific customers purposely to create
strong consumer engagement. The strategy aims to attract, acquire, and retain specific
prospective potential customers who might have stopped purchasing from the business due to
particular difficulties, including increased prices or changes in business behavior. Vinerean
(2017) observes that content marketing goes beyond selling and pre-modern marketing strategies
and aims to provide consumers with relevant information and knowledge regarding the
business's products. More specifically, content marketing is part of digital inbound marketing,
which in most cases takes place online via the internet, and is focused on providing consumer
value and realizing its profitability goals.
Anyone would argue that content marketing is an effective marketing strategy for any
business, especially in this 21 st century, where almost everyone can access the internet. With this
marketing strategy, a business can reach a broad customer base and improves its brand image
fostering consumer loyalty (Vinerean, 2017). Most prominent companies worldwide that
leverage content marketing include Cisco systems, P&G, and Microsoft, have experienced
increased profits and overall business growth.
2.4: Undercover Marketing (UM)
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Undercover marketing refers to any form of marketing strategy in which consumers are
advertised without prior knowledge (Ikram & Kusumawati, 2019). Ideally, ad agents behave like
regular people who introduce products to consumers who are often unaware of the marketing
push until they are told. From another perspective, the undercover marketing strategy can be
viewed as an attempt to reach out to consumers without their knowledge of being persuaded
(Ikram & Kusumawati, 2019). Ikram and Kusumawati (2019) argue that undercover marketing
is the exact opposite of disclosed marketing, where the target audience is informed before an
advertisement is made. Therefore, organizations who incorporate undercover marketing strategy
experience positive outcomes, including increased profits and improved diversity.
Undercover marketing is an effective strategy characterized by its cost-effective nature
and captures a broad customer base. The ability to generate word-of-mouth recommendations
also serves as a benefit that contributes to its effectiveness. The strategy is ideal for any firm,
regardless of size. Ikram and Kusumawati (2018) conclude that undercover marketing is an
effective marketing strategy because it eliminates extra costs involved in marketing and attracts a
higher consumer engagement.
2.5: Scarcity Marketing (SM)
Scarcity Marketing refers to a marketing strategy in which a business creates an
imaginary shortage of products (Chen, Yeh, & Wang, 2020). The approach fosters customers to
purchase company products with a mentality that items may be out of stock. Ideally, the strategy
capitalized on the fear of missing out by the customer who would strive to purchase the product
while it still lasts; it is perceived that fear motivates individuals to act. Chen, Yeh, & Wang
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(2020) reveal that scarcity marketing creates desirability for consumers, increasing their
It should be noted that humans often fear missing out, which makes scarcity marketing an
effective marketing strategy. An example of a multinational company that excels through
scarcity marketing is Amazon; often, they include a timer for a customer to check out their
product from the cart before it's gone. Therefore, scarcity marketing is an effective marketing
strategy critical for organizational diversity.
Section 3: Conclusion
In conclusion, marketing strategies should foster the progress and realization of business
goals and objectives. Generally, internationally companies' marketing strategies should be
designed to incorporate cultural norms and values fundamental to organizational success.
Different companies use various marketing strategies that correspond to their corporate goals and
lead to profitable business and growth across multiple cultural dimensions. More importantly, the
strategy has to comply with the surrounding environment, including consumer behaviors.
Organizations should differentiate ethical and unethical business strategies vital to their overall
growth. Different marketing strategies discussed include relationship marketing, undercover
marketing, scarcity marketing, cause marketing, and content marketing. Therefore, businesses
should implement social norms and values critical to complimenting consumer behavior and
employ effective marketing strategies for their operations in multiple consumer cultures.
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Chen, T. Y., Yeh, T. L., & Wang, Y. J. (2020). The drivers of desirability in scarcity
marketing. Asia Pacific Journal of Marketing and Logistics.
De Vries, E. L., & Duque, L. C. (2018). Small but sincere: How firm size and gratitude
determine the effectiveness of cause marketing campaigns. Journal of Retailing, 94(4),
Gao, F. (2020). Cause marketing: Product pricing, design, and distribution. Manufacturing &
Service Operations Management, 22(4), 775-791.
Hoque, A. S. M. M., Awang, Z., & Salam, S. (2017, September). The effects of Relationship
Marketing on firm performance: small and medium enterprises (SMEs) in Bangladesh.
In 1st International Conference on Business and Management (ICBM-2017), BRAC
Business School (BBS), BRAC University, Dhaka, Bangladesh, September (pp. 21-22).
Ikram, T. N., & Kusumawati, N. (2019). Marketing goes undercover; an experimental study on
undercover vs. Disclose marketing in social media, the moderating role of the advertising
source. Open Journal Systems, 56(5), 3440-6267
Vinerean, S. (2017). Content marketing strategy. Definition, objectives, and tactics. Expert
Journal of Marketing, 5(2), 92-98.