Abstract
In social and business framework, people have to respect and understand each other in order to build up successful relationships.
Every individual has specific features which distinguish them from others. They react differently in view of situations. Their reactions are influenced by their education, creed and their own values.
It is necessary to study culture of counterparts, business partners and host inhabitants before visit them.
Stereotyping is defined by "fixed-impressions, exaggerated or preconceived ideas about particular social groups, usually based solely on physical appearance."
In marketing stereotyping is usually used. Stereotyping is a universal language because consumers have the same image about a situation for instance. Thus, it is easy for businessmen to promote a product or a service abroad by stereotyping a situation. Indeed, they know that their message will be understood by all consumers. In this case, stereotyping is one of marketing tools but its goal is not to affect a culture.
This report introduces the subject of culture and helps to better understand different cultures.
