chapter 12: culture & cross-cultural differences

7/27/2019 Chapter 12: Culture & Cross-Cultural Differences

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Chapter 12

Cultural and Cross-CulturalInfluences


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Culture

Mental frames and meanings sharedby most

people in a social group

Common perspectives

Typical cognitions (beliefs)

Affective reactions

Patterns of behavior

Each society = Cultural Distinctions


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Analyzing Culture

Analyzed at different levels Can be shared among people in any size

Subculture = meanings shared by smaller groups

Concept ofshared/common meaning = important

Cultural meaning = close enough meanings treated

as shared/common

Cultural meanings created by people Government, religious groups, educational groups,

business firms


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Cultural meanings are constantly in motion

Analyzing Culture

Social groups differ in amount of freedom

to adopt cultural meanings North American and European societies

China, India, Saudi Arabia


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Two Perspectives for

Understanding Culture Content of culture

Culture as process


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Content of Culture

Consists of beliefs, attitudes, goals, values,

behavior, rules, customs and norms

Social and physical environment, major socialinstitutions, and typical physical objects

Goal = understand the shared meanings in POVof consumers

Example: affective responses for raising of flag (patriotic feelings), 50%off sale (interest/excitement), being late for appointment (anxiety orguilt), shaking of hands (friendliness)/ bow or kiss,


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Social environment can have rich culturalmeanings

- cultural meanings of shopping (self-service

discount store/ upscale dept. attentive salesservice)

Physical and material environment

- Cultural meaning = landscape, buildings,weather, specific products- ex. Wedding rings, cars


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Marketing strategies must be sensitive

to cultural meanings

Downs Syndrome U.S. Mcdonalds ad

Americans = tear-jerker

Booed at in Intl. Adv. Film Festival in Cannes

British = self-deprecating humor

French = stylish & indirect appeal

Japanese = affective > cognition notunderstood by foreigners

Pricing/ distribution = sale negative response

Understand cultural meanings of products and

brands


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Measuring Content of Culture

Surveys, interviews, focus groups = not enough to show howconsumers perceive

Content analysis = historical record of print

advertisements Ethnographic fieldwork = records everything | direct

observations, interviews and audio/video recordings

Measures of values = dominant cultural values of society

Means-end Chain = connection between consumer andproductAttributes, Consequences, Core Values (abstract end goals

people try to achieve)


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Changes in cultural values can be

good or bad

BMW 80s early 90s late 90s

Healthy food = opportunity

Change in culture = change in behavior


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Culture as

a Process


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First, marketing strategies are designed tomove cultural meanings from the physical andsocial environments into products and

services in an attempt to make them attractiveto consumers.

Second, consumers actively seek to acquirethese cultural meanings in products toestablish a desirable personal identity or self-concept.


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Advertising

Symbol

Pricing

Distribution

Product Design

Reporters, Opinion leaders,

celebrities, leaders

Govt agencies: BFAD, ISO


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Products, stores and brands

Makes cultural meaning

tangible/visible and communicates

to othersPersonal meanings

self-relevance w/ product


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Purchase, search, bargaining,

bidding

Possessing ritual, Product nurturing

ritual, Personalizing ritual

Giving gifts

Personal care and beauty products

Removing meaning from products


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Establish self-identities and

communicating to others

Consumer-product relationship


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Continuous and reciprocal

movement of meaningbetween the overall cultural

environment, organizations

and individuals of society

Intentionally create new

cultural meanings

Automatic from daily activities


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Marketing Implications

Managing Cultural Meaning

Identify brand meanings

Monitor changes in meanings

Means-end analysis ZMET interviews

Maintain positive/create new brand meanings

Follow cultural process

Marketing strategies influence overall culturalenvironment

Billboards, media ads, signs


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Celebrity Endorsers in Ads

Celebrities = cultural objects with specific

cultural meanings

Lebron James = Nike Philippines

Sara Jessica Parker = SM Aura


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Helping Consumers Obtain

Cultural Meanings

Devise rituals to transfer cultural meanings

Louis Vuitton Fine dining restaurant


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Cross-Cultural Influences

U.S. Film = 50% revenue from foreign market

Cross-cultural differences

Differences in Consumption Culture First world = strong consumption activity

Third world = growing for middle class

Self-Concept American VS JapaneseSimilar Cross-Cultural Changes

Women (social role)


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Cross-Cultural Influences

Cross-Cultural DifferencesMaterialism

importance a consumer attaches to worldly

possessions Possessiveness, envy, non-generosity

Possessions = symbol of success | source of happiness

Americans & Europeans

Marketing Implications

Sensitivity and high tolerance

Have similar consumer-product relationships

World = Americanized culture


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Developing International

Marketing Strategies

Cross-cultural difference: language

Coca-Cola Chinese: bite the wax

tadpole

American MotorsMatador Spanish: killer

Ford Motor Company

Caliente Spanish: streetwalker

Sunbeam Corporation

Mist-Stick German: manure wand


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Approach 1: Adapt marketing strategy to culture

Approach 2: Standardize marketing strategyacross variety of culture (aka Global Marketing)

Approach 3: Use a marketing strategy to changethe culture

Developing International

Marketing Strategies


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End

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chapter 12: culture & cross-cultural differences

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