The Sub-cultural Characteristics Of U.S. Market And The Impact To International Marketing

The most important difference between International Marketing and Marketing is the scope, and international marketing is carried out beyond the national borders of marketing activities. As the international marketing activities are conducted in a foreign country, therefore, a wide range of environmental factors will affect international marketing activities, and cultural factors is one of the important. International journal "e-world" made a survey on "What is the biggest obstacle to business on global market ? " within the international marketing staff. Culture is the fist one in the eight obstacle list. In international marketing, cultural is exist not only as an environmental factor, but also as an important endogenous variable of international marketing, and itself infiltrates into the entire marketing and consumption activities. Culture directly and indirectly affecting the international marketing activities.In international marketing, consumers and their consumption behavior of the target market countries is a very important issue. Master consumer's consumption practices, consumption patterns, consumption taboo and other consumption issues of the target market is the key to successful in international marketing. And consumption is always in the consumer society, society has always been transformed by a cultural. So consumption and culture has a very close contact. Consumption which separated from the culture does not become a true sense of the consumer. Different cultural backgrounds have different consumption patterns. And Sub-culture is an important component of the social and cultural environment which exists in the company's international marketing environment. Sub-culture is usually divided into ethnic sub-cultural, religious sub-culture, geography sub-culture and age sub-culture, based on ethnic, religious, geographical and age. Sub-culture has a profound impact on international marketing. To people, even if they have similar income level, but also exists cultural and sub-cultural differences, so they will show different consumption patterns. Enterprises can't change the environmental factors of the sub-culture, but only to adapt them, use them, in order to achieve the survival and development.At present, China's export enterprises are facing two adverse environments'impact, including the appreciation of the RMB and the U.S. sub-loan crisis. This requires us to take more active and effective marketing strategies, focus on market characteristics of the sub-culture of the U.S., and carry out different marketing program to different sub-cultural groups. In this paper, through specific research on the impacts of consumer buying behavior which caused by culture, and the U.S. market characteristics of sub-culture, it results the impact on international marketing of American sub-culture, and gives international marketing decision-making recommendations to of Chinese export enterprises.