global marketing 4

7/29/2019 Global Marketing 4

1/8

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

2011 Pearson Education, Inc.

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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)


4-5 Integrative (form consistent & integrated whole)

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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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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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


4-23Country examples Japan, Middle East US, Northern Europe

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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