Scribd Logo
Upload

Welcome to Scribd!

  • 138 views

    02 Cultural Dynamics

    Uploaded by

    Tanvir Ahmed Rajib
    This chapter discusses the importance of understanding culture for international marketers. It defines culture and explains how geography, history, social institutions, and other factors shape cultural values, beliefs, and thought processes. Culture influences all aspects of life, including consumption and production patterns. The chapter emphasizes that cultures are not right or wrong, just different, and marketers must develop cultural sensitivity, tolerance, and knowledge to operate successfully abroad. It also explores how innovations can cause planned or unplanned cultural change and the consequences of this diffusion.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd

    02 Cultural Dynamics

    Uploaded by

    Tanvir Ahmed Rajib
    138 views30 pages
    This chapter discusses the importance of understanding culture for international marketers. It defines culture and explains how geography, history, social institutions, and other factors shape cultural values, beliefs, and thought processes. Culture influences all aspects of life, including consumption and production patterns. The chapter emphasizes that cultures are not right or wrong, just different, and marketers must develop cultural sensitivity, tolerance, and knowledge to operate successfully abroad. It also explores how innovations can cause planned or unplanned cultural change and the consequences of this diffusion.

    Original Description:

    cultural dynamics

    Copyright

    © Attribution Non-Commercial (BY-NC)

    Available Formats

    PPT, PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    This chapter discusses the importance of understanding culture for international marketers. It defines culture and explains how geography, history, social institutions, and other factors shape cultural values, beliefs, and thought processes. Culture influences all aspects of life, including consumption and production patterns. The chapter emphasizes that cultures are not right or wrong, just different, and marketers must develop cultural sensitivity, tolerance, and knowledge to operate successfully abroad. It also explores how innovations can cause planned or unplanned cultural change and the consequences of this diffusion.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    138 views30 pages

    02 Cultural Dynamics

    Uploaded by

    Tanvir Ahmed Rajib
    This chapter discusses the importance of understanding culture for international marketers. It defines culture and explains how geography, history, social institutions, and other factors shape cultural values, beliefs, and thought processes. Culture influences all aspects of life, including consumption and production patterns. The chapter emphasizes that cultures are not right or wrong, just different, and marketers must develop cultural sensitivity, tolerance, and knowledge to operate successfully abroad. It also explores how innovations can cause planned or unplanned cultural change and the consequences of this diffusion.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    of 30

    International Marketing

    14th Edition P h i l i p R. C a t e o r a M a r y C. G i l l y John L. Graham

    Cultural Dynamics in Assessing Global Markets


    Chapter 4

    What Should You Learn?


    The importance of culture to an international marketer The origins and elements of culture The impact of cultural borrowing The strategy of planned change and its consequences

    4-2

    Global Perspective Equities and eBay Culture Gets in the Way


    Culture deals with a groups design for living

    The successful marketer clearly must be a student of culture


    Markets are the result of the three-way interaction of a marketers
    Economic conditions Efforts All other elements of culture

    The use of something new is the beginning of cultural change


    The marketer becomes a change agent
    4-3

    Cultures Pervasive Impact


    Culture affects every part of our lives, every day, from birth to death, and everything in between
    Japan the year of the Fire Horse

    As countries move from agricultural to industrial to services economies birthrates decline Consequences of consumption
    Tobacco

    Culture not only affects consumption, it also affects production


    Stomach cancer in Japan

    4-4

    Birthrates (per 1000 women)


    Exhibit 4.1

    4-5

    Patterns of Consumption
    (annual per capita)
    Exhibit 4.2

    4-6

    Consequences of Consumption
    Exhibit 4.3

    4-7

    Human Universals Myth of Diversity


    Use metaphors

    Have a system of status and roles


    Are ethnocentric Create art

    Consider aspects of sexuality private Express emotions with face Reciprocate Use mood altering drugs

    Conceive of success and failure


    Create groups antagonistic to outsiders Imitate outside influences Resist outside influences

    Overestimate objectivity of thought


    Fear of snakes Recognize economic obligations in exchanges of goods and services Trade and transport of goods

    4-8

    Definitions and Origins of Culture


    Traditional definition of culture
    Culture is the sum of the values, rituals, symbols, beliefs, and thought processes that are learned, shared by a group of people, and transmitted from generation to generation

    Humans make adaptations to changing environments through innovation Individuals learn culture from social institutions
    Socialization (growing up) Acculturation (adjusting to a new culture) Application (decisions about consumption and production)

    4-9

    Origins, Elements, and Consequences of Culture


    Exhibit 4.4

    4-10

    Geography
    Exercises a profound control
    Includes climate, topography, flora, fauna, and microbiology Influenced history, technology, economics, social institutions and way of thinking

    The ideas of Jared Diamond and Philip Parker


    Jared Diamond

    Historically innovations spread faster east to west than north to south Reports strong correlations between latitude (climate) and per capita GDP Empirical data supports climates apparent influence on workers wages Explain social phenomena using principles of physiology

    Philip Parker

    4-11

    We All Love Flowers Why?


    Geography History Technology and economics

    Social institutions
    Cultural values Aesthetics as symbols

    4-12

    History, the Political Economy, and Technology


    History
    Impact of specific events can be seen reflected in technology, social institutions, cultural values, and even consumer behavior

    Tobacco was the original source of the Virginia colonys economic survival in the 1600s

    Political Economy
    Three approaches to governance competed for world dominance

    Fascism Communism Democracy/free enterprise

    Technology
    Jet aircraft, air conditioning, televisions, computers, Internet, etc. None more important than the birth control pill

    4-13

    Social Institutions
    Family Religion School

    The media
    Government Corporations

    4-14

    Social Institutions
    Family
    Nepotism Role of extended family Favoritism of boys in some cultures

    Religion
    First institution infants are exposed to outside the home Impact of values systems Misunderstanding of beliefs

    School
    Affects all aspects of the culture, from economic development to consumer behavior No country has been successful economically with less than 50% literacy

    4-15

    Social Institutions
    The media
    Media time has replaced family time

    TV Internet

    Government
    Influences the thinking and behaviors of adult citizens

    Propaganda Passage, promulgation, promotion, and enforce of laws

    Corporations
    Most innovations are introduced to societies by companies Spread through media Change agents
    4-16

    Elements of Culture
    Cultural values
    Individualism/Collectivism Index Power Distance Index Uncertainty Avoidance Index Cultural Values and Consumer Behavior

    4-17

    Hofstedes Indexes
    Language, and Linguistic Distance
    Exhibit 4.5

    4-18

    Elements of Culture
    Rituals
    Marriage Funerals

    Symbols
    Language

    Linguistic distance Insensitivity to aesthetic values can offend, create a negative impression, and, in general, render marketing efforts ineffective or even damaging

    Aesthetics as symbols

    Beliefs
    To make light of superstitions in other cultures can be an expensive mistake

    Thought processes
    Difference in perception

    Focus vs. big-picture


    4-19

    Metaphorical Journeys through 23 Nations


    Exhibit 4.6

    4-20

    Cultural Knowledge
    Factual knowledge
    Has meaning as a straightforward fact about a culture Assumes additional significance when interpreted within the context of the culture

    Needs to be learned

    Interpretive knowledge
    Requires a degree of insight that may best be described as a feeling

    Most dependent of past experience for interpretation Most frequently prone to misinterpretation Requires consultation and cooperation with bilingual natives with marketing backgrounds

    4-21

    Cultural Sensitivity and Tolerance


    Being attuned to the nuances of culture so that a new culture can be viewed objectively, evaluated and appreciated
    Cultures are not right or wrong, better or worse, they are simply different The more exotic the situation, the more sensitive, tolerant, and flexible one needs to be

    4-22

    Cultural Change
    Dynamic in nature it is a living process Paradoxical because culture is conservative and resists change
    Changes caused by war or natural disasters Society seeking ways to solve problems created by changes in environment Culture is the means used in adjusting to the environmental and historical components of human existence

    4-23

    Cultural Borrowing
    Effort to learn from others cultural ways in the quest for better solutions to a societys particular problems
    Imitating diversity of other makes cultures unique Contact can make cultures grow closer or further apart

    Habits, foods, and customs are adapted to fit each societys needs

    4-24

    Similarities An Illusion
    A common language does not guarantee a similar interpretation of word or phrases
    May cause lack of understanding because of apparent and assumed similarities

    Just because something sells in one country doesnt mean it will sell in another
    Cultural differences among member of European Union a product of centuries of history

    4-25

    Resistance to Change
    Gradual cultural growth does not occur without some resistance
    New methods, ideas, and products are held to be suspect before they are accepted, if ever

    Resistance to genetically modified (GM) foods


    Resisted by Europeans Consumed by Asians Not even labeled in U.S. until 2000

    4-26

    Planned and Unplanned Cultural Change


    Determine which cultural factors conflict with an innovation Change those factors from obstacles to acceptance into stimulants for change Marketers have two options when introducing and innovation to a culture
    They can wait They can cause change

    Cultural congruence
    Marketing products similar to ones already on the market in a manner as congruent as possible with existing cultural norms
    4-27

    Consequences of Innovation
    May inadvertently bring about change that affects very fabric of a social system Consequences of diffusion of an innovation
    May be functional or dysfunctional

    Depending on whether the effects on the social system are desirable or undesirable

    Introduction of a processed feeding formula into the diet of babies in underdeveloped countries ended up being dysfunctional

    4-28

    Summary
    A complete and thorough appreciation of the origins and elements of culture may well be the single most important gain to a foreign marketer in the preparation of marketing plans and strategies Marketers can control the product offered to a market its promotion, price, and eventual distribution methods but they have only limited control over the cultural environment within which these plans must be implemented

    4-29

    Summary
    When a company is operating internationally each new environment that is influenced by elements unfamiliar and sometimes unrecognizable to the marketer complicates the task Special effort and study are needed to absorb enough understanding of the foreign culture to cope with the uncontrollable features

    4-30

    You might also like

    pFad - Phonifier reborn

    Pfad - The Proxy pFad of © 2024 Garber Painting. All rights reserved.

    Note: This service is not intended for secure transactions such as banking, social media, email, or purchasing. Use at your own risk. We assume no liability whatsoever for broken pages.


    Alternative Proxies:

    Alternative Proxy

    pFad Proxy

    pFad v3 Proxy

    pFad v4 Proxy