Abstract:

Globalization has opened doors for international trades and ventures. While doing business outside the nation of origin, outrageous caution is mandatory. Culture alludes to the society the whole lifestyle (Macionis, 2008). Where culture is the most indispensable factor that affects the purchaser's decision. This research work is dedicated to featuring the effect of culture on various components of the marketing mix by using Hofstede's culture typology. In order to study the impact of culture on the different elements of marketing, the paper shall discuss each culture dimension in relation to the marketing activities. The research work involves a comparative study of two different societies of Saudi Arabia and the United States, as per the dimension of Hofstede's model.