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    Social and Cultural Environments: Global Marketing

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    Musa Aman
    This document discusses key concepts for understanding social and cultural environments in global marketing. It covers frameworks for analyzing culture, such as Hall's high/low context model, Hofstede's cultural dimensions, and self-reference criterion. Key aspects of culture discussed include values, attitudes, beliefs, aesthetics, language, and dietary preferences. The document also summarizes diffusion of innovations theory and adopter categories. Understanding cultural environments is important for global marketers to incorporate into their planning and effectively reach different audiences around the world.

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    Social and Cultural Environments: Global Marketing

    Uploaded by

    Musa Aman
    28 views20 pages
    This document discusses key concepts for understanding social and cultural environments in global marketing. It covers frameworks for analyzing culture, such as Hall's high/low context model, Hofstede's cultural dimensions, and self-reference criterion. Key aspects of culture discussed include values, attitudes, beliefs, aesthetics, language, and dietary preferences. The document also summarizes diffusion of innovations theory and adopter categories. Understanding cultural environments is important for global marketers to incorporate into their planning and effectively reach different audiences around the world.

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    Global marketing

    Original Title

    Keegan04 Final

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    This document discusses key concepts for understanding social and cultural environments in global marketing. It covers frameworks for analyzing culture, such as Hall's high/low context model, Hofstede's cultural dimensions, and self-reference criterion. Key aspects of culture discussed include values, attitudes, beliefs, aesthetics, language, and dietary preferences. The document also summarizes diffusion of innovations theory and adopter categories. Understanding cultural environments is important for global marketers to incorporate into their planning and effectively reach different audiences around the world.

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    28 views20 pages

    Social and Cultural Environments: Global Marketing

    Uploaded by

    Musa Aman
    This document discusses key concepts for understanding social and cultural environments in global marketing. It covers frameworks for analyzing culture, such as Hall's high/low context model, Hofstede's cultural dimensions, and self-reference criterion. Key aspects of culture discussed include values, attitudes, beliefs, aesthetics, language, and dietary preferences. The document also summarizes diffusion of innovations theory and adopter categories. Understanding cultural environments is important for global marketers to incorporate into their planning and effectively reach different audiences around the world.

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    Social and Cultural

    Environments
    Chapter 4

    Global Marketing

    Tasks of the Global Marketers


    Study and understand the country
    cultures in which they will be doing
    business
    Incorporate this understanding into
    the marketing planning process

    Keegan and
    Green, Chapter 4

    Conceptual Frameworks

    Halls high and low context cultures


    Maslows hierarchy
    Hofstedes cultural typology
    Self-reference criterion
    Diffusion theory

    Keegan and
    Green, Chapter 4

    Culture
    Ways of living, built up by a group of human
    beings, transmitted from one generation to
    another
    Social institutions

    Family
    Education
    Religion
    Government
    Business

    Keegan and
    Green, Chapter 4

    Material vs. Nonmaterial Culture


    Physical components
    of culture
    Objects
    Artifacts
    Clothing
    Tools
    Pictures
    Homes
    Keegan and
    Green, Chapter 4

    Subjective or abstract
    culture
    Religion
    Perceptions
    Attitudes
    Beliefs
    Values

    Cultural Universals

    Athletics
    Body adornment
    Cooking
    Courtship
    Decorative arts
    Education
    Ethics
    Property rights
    Religious rituals

    Keegan and
    Green, Chapter 4

    Etiquette
    Family feasting
    Food taboos
    Language
    Marriage
    Mealtime
    Mourning
    Music
    Status differentiation
    6

    Attitudes, Beliefs, Values


    Attitudes - learned tendency to respond in a
    consistent way to a given object or entity
    Belief - an organized pattern of knowledge
    that an individual holds to be true about the
    world
    Value - enduring belief or feeling that a
    specific mode of conduct is personally or
    socially preferable to another mode of
    conduct
    Keegan and
    Green, Chapter 4

    Aesthetics and Color


    What do you associate With white?
    with Red?

    Active, hot, vibrant


    Weddings in some
    Asian cultures
    Poorly received in
    African countries
    Keegan and
    Green, Chapter 4

    Purity, cleanliness
    Death in parts of Asia

    Dietary Preferences
    Would you eat..

    Reindeer (Finland)
    Rabbit (France)
    Rice, soup, and grilled fish for breakfast (Japan)
    Kimchi - Korea
    Blood sausage (Germany)

    Keegan and
    Green, Chapter 4

    Language and Communication


    Verbal Cues
    Nonverbal cues or body language

    Keegan and
    Green, Chapter 4

    10

    Language and Communication


    Linguistic Category Language Example
    Syntax
    Semantics
    Phonology

    Morphology

    Keegan and
    Green, Chapter 4

    English has fixed word order; Russian


    has free word order
    Japanese words convey nuances of
    feeling
    Japanese does not distinguish between
    the sounds l and r; English and
    Russian have both l and r sounds
    Russian is highly inflected compared
    to English

    11

    High and Low Context Cultures


    High Context
    Information resides in
    context
    Emphasis on
    background, basic
    values
    Less emphasis on legal
    paperwork
    Focus on personal
    reputation

    Saudi Arabia, Japan


    Keegan and
    Green, Chapter 4

    Low Context
    Messages are explicit
    and specific
    Words carry all
    information
    Reliance on legal
    paperwork
    Focus on non-personal
    documentation of
    credibility

    Switzerland, US,
    Germany
    12

    Factors

    High Context

    Low Context

    Lawyers

    Less important

    Very important

    A persons word

    His or her bond

    Still must get it in writing

    Responsibility for
    organizational error Accepted at
    highest level

    Pushed to lowest level

    Space

    Close

    Private space maintained

    Time

    Polychronic

    Monochronic

    Negotiations

    Lengthy

    Proceed quickly

    Competitive bidding Infrequent


    Keegan and
    Green, Chapter 4

    Common
    13

    Hofstedes Cultural Typology

    Power Distance
    Individualism / Collectivism
    Masculinity
    Uncertainty Avoidance
    Long-term Orientation

    Keegan and
    Green, Chapter 4

    14

    Self-Reference Criterion
    Unconscious reference to ones own cultural values; creates cultural myopia

    How to Reduce Cultural Myopia

    Define the problem or goal in terms of home country cultural traits


    Define the problem in terms of host-country cultural traits; make no value judgements
    Isolate the SRC influence and examine it
    Redefine the problem without the SRC influence and solve

    Keegan and
    Green, Chapter 4

    15

    Diffusion Theory
    Adoption process
    Characteristics of Innovations
    Adopter categories

    Keegan and
    Green, Chapter 4

    16

    The Adoption Process


    1. Awareness
    2. Interest
    3. Evaluation
    4. Trial
    5. Adoption
    Keegan and
    Green, Chapter 4

    17

    Rate of Adoption can be explained


    by these characteristics

    Relative Advantage
    Compatibility
    Complexity
    Divisibility
    Communicability
    Keegan and
    Green, Chapter 4

    18

    Adopter Categories (Fig. 4-1)

    Keegan and
    Green, Chapter 4

    19

    Environmental Sensitivity
    (Fig. 4-3)

    Keegan and
    Green, Chapter 4

    20

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