Competition in the business world is fierce and to survive, businesses must grow. “With the increasing globalization of markets, businesses inevitably find themselves entangled with foreign customers, competitors and suppliers, even within their own borders” (Cateora-Graham, 2007). Many companies have managed to achieve this by going global. International marketing, while more important than ever, remains a difficult area for marketers to master. Although religion and culture may not immediately come up when discussing business, marketing is a very culturally sensitive aspect of business. Not only culture, but also politics, economics and law influence marketing strategies. This article will examine the differences between the American and Japanese marketing environments.CULTURAL INFLUENCES“It should not be surprising that Japanese marketing practices differ from traditional Western marketing practices, because marketing is the process of satisfying wants and needs and those desires vary enormously across cultures” (Howard, 1999). The Japanese are considered leaders in marketing techniques. However, the Japanese may not be as adept at marketing as once thought. The Japanese view the field of marketing very differently than Americans. The Japanese believe that “if a good quality and cheaper product is made based on consumer information, people should buy it” (Howard, 1999). The Japanese do not place marketing very high on their list of priorities. This is very different from their American counterparts. American companies place great importance on marketing. Japanese companies are placing more emphasis on production and manufacturing. Cultural differences between the Americas...... middle of paper ......gies of these marketing giants. As these trends continue to change, expect marketing to adapt as well. Works Cited Howard, Carol. The future of Japanese marketing. Business Forum. 1999. Retrieved February 22, 2008 from: http://www.allbusiness.com/management/393253-1.html Ogden, James R. Reflecting on Japan's Troubled Economic Problems: A Marketing Management Perspective. Global competitiveness. 2004. Retrieved January 22, 2008 from: http://www.allbusiness.com/marketing/market-research/866367-1.html