2. Cultural Barriers
Culture is the complex whole of the knowledge, belief, morals, custom, values, attitudes, and any other capabilities and habits shared by people. Organizational culture influences performance in a big way.
Culture impedes market planning when the managers and/or the workforce inculcate a lack of belief in the planning, or on the need to change. An organization that thrives on a bureaucratic culture, may underestimate the need to plan, or fail to take the initiative to leverage an unexpected favorable condition.
Failing to understand the cultural sensitivities of the target audience leads to faulty marketing plans, especially in international marketing. For instance, U.S. advertising tends to emphasize the benefits of the product, but Japanese customers consider an advertiser suggesting how a customer could benefit from the product as too pushy and arrogant. Similarly, the application of humor, stereotyping, gender roles, sexual explicitness, emotional appeals, manifestation of popular culture such as music versus traditional or classical culture such as ancient art forms, and others in advertisements and promotions all depend on cultural sensitivities of the targeted audience.