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US Marketing Philosophy: Perfect for All Reemerging Markets - A Metaphorical Analysis

This article presents the case for the use of American basic marketing philosophy using metaphors from philosophy and the empirical sciences of chemistry and physics to support trough convergent validity, the idea of using "American" marketing philosophy. There is little doubt that many behavioral differences in markets are culturally based and result in significant differences in market behaviors. In fact, several researchers have found significant differences between close transitional economic neighbors with long-term, shared histories among the countries of the former Yugoslavia. The facts seem to be incontrovertible that significant differences exits between cultures. So, how can there be grounds to call for the transcultural use of a "cultural" philosophy of business? Obviously clarification is required and the first step is to declare that not all of the U.S. philosophy would be applicable but the major goal of customer focus is sound in any economy. As support for this allegation, we examine the arguments for and against cultural relativism to find similarities between the ideas of some marketers who accept the idea of transcultural validity for marketing philosophies with those who hold the percepts of cultural relativism as valid. Cultural relativism ignores the fact that transcultural values clearly do exist. For example, all cultures seem to agree that human life has value and that respect and dignity of humans is a desirable value to express. The United Nations Tribunal at the Nuremberg Trials following World War II, held that avoiding crimes against humanity and torture are transcultural values that all peoples hold as valid. The ideas of the existence of human value and equality embodied in the "modern" idea of transcultural values can also be found in most religions of the world as "Golden Rules". The American marketing philosophy of focusing on customer need satisfaction to the point of delighting the selected customers at a profit, will work as well in Croatia, Slovenia or Oman as in Detroit or Los Angeles. What will NOT work of course, for those wanting to use the tools of American business, is to attempt to use them as they are set for the culture of the U.S.. The way a person is delighted in one culture can range from being rude to a deadly insult for an individual in another culture. The management implications of these ideas are discussed further in the paper.

economic development; newly reemerging markets; CEEC`s;

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