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24Fundamentals Of Communication In MarketingCommon non-verbal languages of communication that are important and interesting to marketers
include:
• LANGUAGE OF TIME: its application has different meanings in various cultures. For
example, the so called “African Time”, applied to meetings in Nigeria is usually accommodated.
Elsewhere, it may be costly for a marketer to operate with such tendency.
• LANGUAGE OF SPACE: it usually has its own special meaning particularly during
conversations or sales presentation.
• LANGUAGE OF THINGS: for example a culture that is materialistic may emphasize hard
work and acquisition of material possessions in their lifestyle, such a culture may likely be
sophisticated, thus marketing communication to its group must be sophisticated in nature
to be effective.
• LANGUAGE OF AGREEMENT: a legalistic culture tends to be specific and explicit in
terms of agreement, making legal contracts common and indispensable.
• LANGUAGE OF FRIENDSHIP: is displayed with the unique characteristic by which
friends are made from one culture to the other. This element may be very useful in personal
selling, publicity and public relations.
• LANGUAGE OF NEGOTIATION: styles of negotiation vary greatly between cultural
values. Some value bargaining or haggling, while others will argue or use aggressive
persuasive tactics. This factor may be important in personal selling.