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CulturalEnvironments
o a ar e ng
(Global Edition)Chapter 4
1
Chapter topics:
Society, Culture, andConsumer Culture
Halls Theory
Maslows Hierarchy
Hofstedes Cultural
Typology
Ethnocentricit and Self-Reference Criterion
Diffusion Theor African Market
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Study and understand the cultures of
coun r es n w c ey w e o ng us ness Understand how an unconscious reference to
their own cultural values, or self-referencecriterion, may influence their perception ofthe market
Incor orate this understandin into the
marketing planning process
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Society, Culture, andGlobal Consumer Culture
Culture ways of living, built up by a group
,one generation to another
u ure as o consc ous an unconsc ousvalues, ideas, attitudes, and symbols
Culture is acted out in social institutions
Culture is both h sical clothin and tools
and nonphysical (religion, attitudes, beliefs,and values
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Learned
Formal, informal, technical learning Socialization, acculturation
Handed down
, ,
Early lifetime experiences
Social (shared by significant portion of society)
Ideational (group norms conceptualized as ideal norms of
behaviour) ra y ng sa s es as c or secon ary nee
Adaptive (dynamic; modified & replaced to meet societysneeds)
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Universal = Mode of behavior existing in all
Universal aspects = opportunities tostan ar ze some or a e ements o amarketing program
Cultural universals: athletic sports, body
adornment, religious rituals, music Increasing travel & improving communications
are leadin to conver ence
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Family
Education
Government
Business
ese ns u ons unc on o re n orcecultural norms
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Material andNonmaterial Culture
Physical Subjective or
physical cultureabstract culture
Reli ion
Tools Perceptions
ecora ve ar
Body
Beliefsa ornmen
HomesValues
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Society, Culture, andGlobal Consumer Culture
Culture is the collective programming of the
category of people from those of another.
Geert Hofstede
A nation, an ethnic group, a gender group, anorgan za on, or a am y may e cons ereas a category.
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Society, Culture, andGlobal Consumer Culture
Global consumer cultures are emerging
-
related symbols
Pub culture, coffee culture, fast-food culture, credit
card culture
Primaril the roduct of a technolo icallinterconnected world
Internet
Satellite TV
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Attitudes, Beliefs, andValues
Attitude learned tendency to respond in a
cons s en way o a g ven o ec or en y Belief an organized pattern of knowledge
that an individual holds to be true about theworld
Value enduring belief or feeling that as ecific mode of conduct is ersonall or
socially preferable to another mode ofconduct
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The worlds major religions, ,Islam, Judaism, and
important source of beliefs,,
Religious tenets, practices,o ays, an s ory mpac
global marketing activities
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The sense of what is Visual embodied ineaut u an w at
is not beautiful
a product, label, or
What representsgood taste as
Styles various
opposed to
tastelessness or
complexity, for
exam le areeven obscenity perceived differently
around the world
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Red associated with blood, wine-making,
ac v y, ea , an v rancy n many coun r esbut is poorly received in some Africancoun r es
White identified with purity and cleanlinessin the West, with death in parts of Asia
Gra means inex ensive in Ja an and China
but high quality and expensive in the US
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Yellow indicatesa merchant in
India
In England and
Red signifies goodluck and
,something blue
on a brides
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celebration inChina
gar er sym o zesfidelity
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Dominos Pizza pulled out of Italybecause its products were seen as tooAmerican with bold tomato sauce andheavy toppings
the benefits of sandwiches becausethey do not normally eat bread
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Linguistic Category Language Example
- English has relatively fixed word order;
formation Russian has relatively free word order
Semantics - system of Japanese words convey nuances of feeling
meaning or w c o er anguages ac exaccorrelations; yes and no can be interpreteddifferently than in other languages
Phonology - system of soundpatterns
Japanese does not distinguish between the
sounds l and r; English and Russian both ave an r soun s
Morphology - word formation Russian is a highly inflected language, withsix different case endings for nouns and
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adjectives; English has fewer inflections
Speaking English aroundthe Globe
Nonverbal Communication
There are more peoplewho speak English as a
verbal; Asians valuenonverbal communication
foreign language thannative speakers
In Japan, bowing hasmany nuances
85% of European teensstudy English
In the Mideast,Westerners should not
ony, o a, a sus arequire managers to s ow e so es o s oesor pass documents with
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Universal aspects of the cultural
environment represent opportunities tostandardize elements of a marketin program
communications have contributed to a
convergence of tastes and preferencesin a number of roduct cate ories
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Controversy SurroundingM tg s Impact on Cu ture
McDonaldization of culture
Eating is at the heart of mostcu tures an or many it issomething on which much time,
In attempting to alter the waypeople eat, McDonaldization posesa pro oun rea o e en recultural complex of many
societies. George Ritzer Protest against the opening of
McDonalds in Rome led to the
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es a s men o e ow ooMovement
High- and Low-ContextCultures (Edward T. Hall)
High Context Low Context
n orma on res es ncontext
Emphasis on background,
specific
Words carry all
basic values, societalstatus
Reliance on legalpaperwork
paperwork
Focus on personal
ocus on non-personadocumentation of
credibilityreputation
Saudi Arabia, Japan Switzerland, US,
Germany
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High- and Low-ContextCultures
Factor/Dimension High Context Low Context
Law ers Less im ortant Ver im ortant
A persons word Is his/her bond Is not reliable get it in writing
organizational error
S ace Peo le breathe on each Private s ace maintainedother
Time Polychronic Monochronic
Negotiations Lengthy Proceed quickly
Competitive bidding Infrequent Common
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Maslows Hierarchy of Needs Asian Equivalent
Esteem
Self-actualization
(self-developmentand realization)
Self-actualization
(self-developmentand realization)
StatusStatus
5
Social(sense of belonging, love)
Social
(sense of belonging, love)3
(self-esteem, recognition)(self-esteem, recognition)
Aff ili ationAff ili ation3
Admi rati onAdmi rati on
Physiological(food, water, shelter)
Physiological
(food, water, shelter)1
a e y(security, protection)
Safety
(security, protection)2
PhysiologicalPhysiological1
SafetySafety2
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Individualism/Collectivism
Masculinity/Femininity
Long-term/Short-term Orientation
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Self-Reference Criterionand Perception
Unconscious reference to ones own cultural
How to reduce cultural myopia:
e ne e pro em or goa n erms o ome coun rycultural traits
-traits; make no value judgments
Redefine the problem without the SRC influence and
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Diffusion Theory:The Adoption Process
The mental stages through which an individual
an innovation to the time of product adoption orpurchase
Awareness
Interest
Evaluation
rial
Adoption
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Diffusion Theory:Chars. of Innovations
Innovation is something new; five
ac ors a a ec e ra e a w cinnovations are adopted: Relative advantage
Compatibility
Complexity
Divisibilit
Communicability
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Diffusion Theory:Adopter Categories
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Cultural factors must be consideredwhen marketing consumer andindustrial roducts
Environmental sensitivity reflects the
adapted to the culture-specific needs ofdifferent national markets
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Independent of social class and income,
cu ure s a s gn can n uence onconsumption and purchasing
Food is the most culturally-sensitivecate or of consumer oods Dehydrated Knorr soups did not gain popularity in
the US market, which preferred canned soups
Starbucks overcame cultural barriers in GreatBritain and had 466 outlets by 2005
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