unit 6. cultural influences

INTERNATIONAL MARKETING

JUAN CONDE REVUELTADEPARTAMENTO COMERCIO INTERNACIONAL

IES LUIS BUÑUEL (PARIS)UNIT 6

1.DEFINING THE CONCEPT OF CULTURE

2.ELEMENTS OF CULTURE

1.CULTURAL CHANGE AND MARKETING

UNIT 6: CULTURAL DIFFERENCES ON INTERNATIONAL CULTURAL DIFFERENCES ON INTERNATIONAL MARKETINGMARKETING

1. DEFINING THE CONCEPT OF CULTURE

CULTURECULTURE

THE CONTINUOUSLY EVOLVING TOTALITY OF LEARNED AND SHARED MEANINGS, RITUALS, NORMS AND TRADITIONS AMONG THE MEMBERS OF AN ORGANIZATION OR SOCIETY.

CULTURAL VALUES / TYPES:ENCULTURATION: THE PROCESS BY WHICH INDIVIDUALS LEARN THE BELIEFS AND BEHAVIOURS ENDORSED BY THEIR OWN CULTURE

ACCULTURATION: THE ACT OF LEARNING A NEW CULTURE; ENCOMPASSES INTERCULTURAL INTERACTION AND ADAPTATION

ASSIMILATION: THE ACT OF ABANDONING ALL HOME-COUNTRY TRADITIONS WHILE LEARNING A NEW CULTURE.

UNIT 6. CULTURAL INFLUENCES ON INTERNATIONAL MARKETING


QUESTIONQUESTION

AFTER VISUALISING THE ADVERTS, ANSWER THE FOLLOWING QUESTIONS:

WHAT KIND OF CULTURE TYPE ARE THEY DEALING WITH?

WHAT KIND OF MARKETING STRATEGIES ARE THEY FOCUSING ON?

CAN YOU THINK OF ANOTHER ADVERTISING CAMPAIGN WHERE THE EMPHASIS IS PUT ON THE CULTURAL DIFFERENCES?


2. ELEMENTS OF CULTURE

MAIN ELEMENTSMAIN ELEMENTS

LANGUAGENONVERBAL COMMUNICATIONRELIGIONCULTURAL VALUESCULTURAL NORMSNATIONAL/ REGIONAL CHARACTER




LANGUAGECONTEXT

SPOKEN AND WRITTEN LANGUAGEREGISTERIDIOMATIC EXPRESSIONSIDIOLECT/ DIALECT




NONVERBAL COMMUNICATION: ALL COMMUNICATION THAT IS NOT WRITTEN OR SPOKEN.

BODY LANGUAGE AND POSTURES GESTURES AND FACIAL EXPRESSIONSSILENCE MANAGEMENTPROXEMICS: THE AMOUNT OF PHYSICAL SPACE TO FEEL CONFORTABLE IN THE PROCESS OF COMMUNICATIONOCULESICS: THE USE OF AVOIDANCE OF EYE CONTACT DURING COMMUNICATIONCHRONEMICS: THE TIMING OF VERBAL EXCHANGESHAPTICS: THE USE OF TOUCH WHILE CONVERSINGPARALINGUISTICS: INTONATION, ACCENTS AND THE QUALITY OF VOICE.APPEARANCE AND CLOTHING




RELIGIONCHRISTIANITY

PROTESTANT RELIGION (HARD WORK AND FRUGALITY)CATHOLICISM

JUDAISM (EDUCATION AND INDUSTRIAL DEVELOPMENT)ISLAM ( “ GENDER ROLES”)HINDU RELIGION (FAMILY ORIENTATION AND DIETARY CONSTRAINTS)BUDDHISM ( AVOIDANCE OF WORLDLY DESIRE)




CULTURAL NORMSIMPERATIVESEXCLUSIVES

NATIONAL/ REGIONAL CHARACTERTIME ORIENTATIONBUSINESS HOURS AND BUSINESS DAYSGIFT GIVINGSOCIALIZINGGENDER ROLESSTATUS CONCERNCOLLECTIVISM VS INDIVIDUALISMPOWER DISTANCE MASCULINITY VS FEMINITY



PRACTICEPRACTICE

VISIT THE WEBSITE ENGLISH CENTRAL

HTTP://ES.ENGLISHCENTRAL.COM/MYENGLISH

CHOOSE A VIDEO ABOUT CULTURAL DIFFERENCES. VISUALIZE IT AND DO THE ACTIVITIES. THEN PRACTICE YOUR PRONUNCIATION SKILLS.



PRACTICEPRACTICE

DOUBLE CHECK THE VIDEOS AND THE PRESENTATIONS. THEN BUILD UP YOUR OWN PRESENTATION. CHOOSE A COUNTRY FROM THE LIST BELOW:

A MIDDLE EAST COUNTRYCHINARUSSIAALGERIARWANDAMEXICOCANADAINDIA


3. CULTURAL CHANGE AND MARKETING

MAIN TRAITSMAIN TRAITS

TO APPEAL EFFICIENTLY TO A NEW MARKET:

RESEARCH THE PRESENT AND POSSIBLE SYMBOLIC ELEMENTS AND CULTURAL MEANINGS IN CONSUMERS’ LIVESIDENTIFY CULTURAL MEANINGSDESIGN THE PRODUCT AND PACKAGING ACCORDINGLYDESIGN THE MARKETING CAMPAIGN USING SYMBOLIC ELEMENTS THAT CARRY CULTURAL MEANINGS.




WHEN INTERPRETING CULTURAL PHENOMENA IN OTHER COUNTRIES, MARKETERS MUST AVOID THE UNCONSCIOUS REFERENCE TO THEIR OWN VALUE SYSTEMS (SELF-REFERENCE CRITERION)

DEFINE THE MARKETING PROBLEM IN TERMS OF ONE’S HOME COUNTRY’S CULTURAL TRAITS, NORMS AND VALUES.

ISOLATE THE SELF-REFERENCE CRITERION

FAST FOOD MEANING IN USA AND FRANCE?




ETHNOCETRISM: A BELIEF THAT A PARTICULAR CULTURE IS SUPERIOR TO ANOTHER AND THEREFORE THE STRATEGIES IN THE HOME COUNTRY WILL WORK JUST AS WELL ABROAD.

CONSUMER ETHNOCENTRISM




GLOBAL CONSUMER CULTURE POSITIONING: MARKETING PROGRAMS APPEALING TO INDIVIDUALS WHO WANT TO BE PART OF A GLOBAL CONSUMER CULTURE BY PURCHASING A BRAND THAT IS A SYMBOL OF THAT CULTURE.

PHILIPS SLOGAN: LET’S MAKE THINGS BETTER

EXTENSIVE USE OF ENGLISH AS MODERNISM AND INTERNATIONALISM TO MANY CONSUMERS




LOCAL CONSUMER CULTURE POSITIONING: POSITIONING THAT ASSOCIATES THE BRAND WITH LOCAL CULTURE AND PORTRAYED AS CONSUMED BY LOCALS AND DEPICTED AS LOCALLY PRODUCED FOR LOCAL PEOPLE

FOREIGN CONSUMER CULTURE POSITIONING: THE POSITIONING OF A PARTICULAR BRAND AS SYMBOLIC OF A DESIRED FOREIGN CULTURE

EX: IN JAPAN COCA COLA SHOWS YOUNG JAPANESE DRIVING ON AMERICAN ROADS.



PRACTICEPRACTICE

FIND THREE DIFFERENT EXAMPLES OF COMMUNICATION CAMPAIGN:

GLOBAL COSUMER CULTURE POSITIONINGLOCAL CONSUMER CULTURE POSITIONINGFOREIGN CONSUMERE CULTURE POSITIONING



PRACTICE: CROSS-CULTURAL DIFFERENCESPRACTICE: CROSS-CULTURAL DIFFERENCES

READ THE TEXT. THEN, TALK IN GROUPS ABOUT THE WAY THEY FAILED WHEN DOING BUSINESS ABROAD. WHAT HAPPENED? (PHOTOCOPY)

EXAMPLE 1: LANGUAGE ISSUESEXAMPLE 2: RESPECT AND HIERARCHYEXAMPLE 3:RELIGIOUS IMAGES, ETC.


unit 6. cultural influences

Education