Simply Environmental adaptation means ability to effectively interpret the influence and impact of the culture in which you hope to do business.
In order to gain a successful business we should adapt that environment where we want to conduct the business. Every marketer must analyze and interpret the internal environment as well as external environment because it influences the marketing strategy greatly. External or uncontrollable factors are familiar in domestic market but not in foreign market. So, they must adjust the marketing program with the environment.
To adjust with the environment we should be conscious or aware of the following three tings.
1. Frame of reference: The marketer must be aware if the frame of reference to adjust with unfamiliar markets. Frame of reference means the use of one’s own knowledge, personal experience, value and observation etc. it creates form one’s own culture. The unconscious process of frame of reference is not accepted in other culture. As a result marketers need to undertake separate program to understand the local culture of each foreign market. For example- we are habituated with “Handshake” but it is not familiar to all country. So when we go to do business in foreign market we need to follow the culture like “Hallow” or “Hey”.
2. Cross cultural misunderstanding: In international marketing cross cultural misunderstanding may influence the adoption process. It means, the same things may have different meaning or interpretation in different areas of the world. For example- American people raise their hand and show the “thumb” to signify something is “OK” but in some Asian countries it bear very negative meaning.
3. Marketing relativism: Avoid measuring and assessing markets against the fixed values and assumptions of your own culture.
In the international marketing, marketers adjust the cultural and environmental differences and conduct their business according to their knowledge and experiences gathered from domestic market.
