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Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level, 2005 Prentice Hall,4-,*,Chapter 4Social and Cultural Environments,PowerPoint,by,Kristopher Blanchard,North Central University,Task of Global Marketers,Study and understand the country cultures in which they will be doing business,Incorporate this understanding into the marketing planning process,Introduction,“It is not just speaking a common language. It is sharing a culture and understanding friendships in the same way”,Juan Villanonga Former Chairman of Telefonica,Society, Culture, and Global Consumer Culture,Culture Ways of living, built up by a group of human beings, that are transmitted from one generation to another,Culture is acted out in,social institutions,Culture has both conscious and unconscious values, ideas and attitudes,Culture is both,material and nonmaterial,Society, Culture, and Global Consumer Culture,“Culture is the collective programming of the mind that distinguishes the members of one category of people from those of another.”,- Geert Hofstede,Society, Culture, and Global Consumer Culture,Global consumer cultures are emerging,Persons who share meaningful sets of consumption-related symbols,Pop culture; coffee culture; fast-food culture,Primary the product of an interconnected world,Attitudes, Beliefs and 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,Religion,Religion is one important source of societys beliefs, attitudes, and values. The worlds major religions include: Buddhism, Hinduism, Islam, Judaism, and Christianity.,Religion,Aesthetics,The sense of what is beautiful and what is not beautiful,What represents good taste as opposed to tastelessness or even obscenity,Visual, embodied in the color or shape of a product, label, or package,Styles various degrees of complexity, for example are perceived differently around the world,Dietary Preferences,Would you eat.,Reindeer (Finland),Rabbit (France),Rice, soup, and grilled fish for breakfast (Japan),Kimchi - Korea,Blood sausage (Germany),Language and Communication,Linguistic Category,Language Example,Syntax,English has relatively fixed word order; Russian has relatively free word order,Semantics,Japanese words convey nuances of feeling for which other languages lack exact correlations; yes and no can be interpreted differently than in other languages.,Phonology,Japanese does not distinguish between the sounds l and r; English and Russian both have l and r sounds.,Morphology,Russian is a highly inflected language, with six different case endings for nouns and adjectives; English ahs fewer inflections.,Language and Communication,Verbal Cues,Nonverbal cues or body language,Marketings Impact on Culture,Universal aspects of the cultural environment represent opportunities to standardize elements of a marketing program,Improved communications have contributed to a convergence of tastes and preferences in a number of product categories,Marketings Impact on Culture,Movement has 70,000 members in 35 countries,“Slow food is about the idea that things should not taste the same everywhere.”,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,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,High- and Low-Context Cultures,Factor/Dimension,High Context,Low Context,Lawyers,Less Important,Very Important,A persons word,Is his/her bond,Not reliable get it in writing,Responsibility for,Organizational error,Taken by highest level,Pushed to the lowest level,Space,People breathe on each other,Private space maintained,Time,Polychronic,Monochronic,Competitive Bidding,Infrequent,Common,Hofstedes Cultural Typology,Power Distance,Individualism / Collectivism,Masculinity,Uncertainty Avoidance,Long-term Orientation,Self-Reference Criterion and Perception,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 judgments,Isolate the SRC influence and examine it,Redefine the problem without the SRC influence and solve,Diffusion Theory,The Adoption Process,Characteristics of Innovations,Categories of Adopters,Marketing Implications,The topics in this chapter must be considered when formulating a global marketing plan,Environmental Sensitivity reflects the extent to which products must be adapted to the culture-specific needs of different national markets,Environmental Sensitivity,Looking Ahead to Chapter 5,The Political, Legal, and Regulatory Environments of Global Marketing,Social Institutions,Family,Education,Religion,Government,Business,These institutions function to reinforce cultural norms,Return,Material and Nonmaterial,Physical components of culture,Objects,Artifacts,Clothing,Tools,Pictures,Homes,Subjective or abstract culture,Religion,Perceptions,Attitudes,Beliefs,Values,Return,Aesthetics and Color,What do you associate with Red?,Active, hot, vibrant,Weddings in some Asian cultures,Poorly received in African countries,With white?,Purity, cleanliness,Death in parts of Asia,Return,Phonology in action,Colgate is a Spanish command that means go hang yourself,Technology implications for Text messages,8282 means hurry up (Korea),7170 means close friend (Korea),4 5683 968 means I Love You (Korea),Return,The Adoption Process,The mental stages through which an individual passes from the time of his or her first knowledge of an innovation to the time of product adoption or purchase,Awareness,Interest,Evaluation,Trial,Adoption,Return,Characteristics of Innovations,Innovation is something new, five factors that affect the rate at which innovations are adopted include,Relative advantage,Compatibility,Complexity,Divisibility,Communicability,Return,Categories of Adopters,Classifications of individuals within a market on the basis of their innovativeness.,Five categories,Innovators,Early Adopters,Early majority,Late majority,Laggards,Categories of Adopters,Return,
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