1 / 26

Intercultural Marketing

Intercultural Marketing. Advertising and Culture Lecturer Frédéric LE THEUFF. Intercultural Marketing. Why talk about Intercultural or Cross-cultural Marketing ? 1- International marketing : American Marketing Thought 2- World markets : Globalization 3- Global markets : Global consumer ?

jalen
Download Presentation

Intercultural Marketing

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript


  1. Intercultural Marketing Advertising and Culture Lecturer Frédéric LE THEUFF NSYSU - EMBA ISUGA France 20 septembre 2005

  2. Intercultural Marketing Why talk about Intercultural or Cross-cultural Marketing ? 1- International marketing : American Marketing Thought 2- World markets : Globalization 3- Global markets : Global consumer ? 4- No Global Consumer because of… Culture NSYSU - EMBA ISUGA France 20 septembre 2005

  3. Intercultural Marketing U.S. Invented Technology 9 0% Color TVs 1 0% 1 9 7 0 4 0% Audiotape Recorders 0% N O W 1 0% Videotape Recorders 1% 9 9% Machine Tools 3 5% Telephones 9 9% 2 5% 8 9% Semiconductors 6 4% 9 8% Computers 7 4% 40 0 20 60 80 100 NSYSU - EMBA ISUGA France 20 septembre 2005

  4. Intercultural Marketing Anthony GIDDENS (British sociologist) « Globalization is the reason for the revival of local cultural identities in different parts of the world » NSYSU - EMBA ISUGA France 20 septembre 2005

  5. Intercultural Marketing Definitions of Culture 1952 : Research paper of Kroeber KLUCKHOHN 164 definitions NSYSU - EMBA ISUGA France 20 septembre 2005

  6. Intercultural Marketing Definitions of Culture Clifford GEERTZ (anthropologist) « Culture is a set of control mechanisms, plans, recipes, rules, instructions, for the governing of behavior » Geert HOFSTEDE (sociologist) « The collective mental programming of the people in an environnement. Culture is not a characteristic of individuals; it encompasses a number of people who were conditioned by the same education and life experience » NSYSU - EMBA ISUGA France 20 septembre 2005

  7. Intercultural Marketing Essentials elements of Culture 1-Language 2- Institutions 3- Material productions 4- Symbolic productions NSYSU - EMBA ISUGA France 20 septembre 2005

  8. Intercultural Marketing Dimensions of Culture Two « Fathers » of cultural dimensions Edward HALL Geert HOFSTEDE NSYSU - EMBA ISUGA France 20 septembre 2005

  9. Intercultural Marketing Edward HALL 3 variables of Culture 1- High-context and Low-context cultures 2- Dimensions of time 3- Relationship of Man with Nature and Space NSYSU - EMBA ISUGA France 20 septembre 2005

  10. Intercultural Marketing Edward HALL 1-High-context and Low-context cultures * High-context : message is part of the context * Low-context : messages are explicit, direct and unambiguous NSYSU - EMBA ISUGA France 20 septembre 2005

  11. Intercultural Marketing Edward HALL 2- Dimensions of time * Time orientation toward the Past, Present, or Future * Time is linear or circular * Monochronic and polychronic time NSYSU - EMBA ISUGA France 20 septembre 2005

  12. Intercultural Marketing Edward HALL 3- Relationship of man with Nature and Space * Mastery, Harmony, Subjugation to nature * Proxemic : Intimity, Personnal or Social areas NSYSU - EMBA ISUGA France 20 septembre 2005

  13. Intercultural Marketing Geert HOFSTEDE Five dimensions of National Culture 1- Power distance 2- Individualism/collectivism 3- Masculinity/Feminity 4- Uncertainty avoidance 5- Long/Short term orientation NSYSU - EMBA ISUGA France 20 septembre 2005

  14. Intercultural Marketing Geert HOFSTEDE Five dimensions of National Culture 1- Power distance PDI can be defined as « the extent to which less powerful members of a society accept and expect that power is distributed unequally » NSYSU - EMBA ISUGA France 20 septembre 2005

  15. Intercultural Marketing Geert HOFSTEDE Five dimensions of National Culture 2- Individualism/collectivism IDV can be defined as « people looking after themselves and their immediate family only, versus people belonging to in-groups that look after them in exchange for loyalty » NSYSU - EMBA ISUGA France 20 septembre 2005

  16. Intercultural Marketing Geert HOFSTEDE Five dimensions of National Culture 3- Masculinity/Feminity MAS can be defined as follows: « The dominant values in a masculine society are achievement and success; the dominant values in a feminine society are caring for others and quality of life » NSYSU - EMBA ISUGA France 20 septembre 2005

  17. Intercultural Marketing Geert HOFSTEDE Five dimensions of National Culture 4- Uncertainty avoidance UAI can be defined as « the extent to which people feel threatened by uncertainty and ambiguity and try to avoid these situations » NSYSU - EMBA ISUGA France 20 septembre 2005

  18. Intercultural Marketing Geert HOFSTEDE Five dimensions of National Culture 5- Long/Short term orientation LTO is « the extent to which a society exhibits a pragmatic future oriented perspective rather than a conventional historic or short-term point of view » NSYSU - EMBA ISUGA France 20 septembre 2005

  19. NSYSU - EMBA ISUGA France 20 septembre 2005

  20. NSYSU - EMBA ISUGA France 20 septembre 2005

  21. Intercultural Marketing Consequences for Advertising 1- Power Distance * Large Power Distance : Status symbols, the elder advises the younger * Small Power Distance : the daughter advises the mother (younger advises elder) NSYSU - EMBA ISUGA France 20 septembre 2005

  22. Intercultural Marketing Consequences for Advertising 2- Individualism/collectivism * Individualistic cultures : - frequent use of « You, We, I » - « Treat yourself right » * Collectivistic cultures : • showing people as part of groups - being alone means you have no friends NSYSU - EMBA ISUGA France 20 septembre 2005

  23. Intercultural Marketing Consequences for Advertising 3- Masculinity/Feminity * Masculinity : strong need to win, to be succesful, wish to dominate « Being the first »,« Be the best » * Feminity : caring, softness, understatement « True refinement comes from within » VOLVO ads NSYSU - EMBA ISUGA France 20 septembre 2005

  24. Intercultural Marketing Consequences for Advertising 4- Uncertainty avoidance * Strong Uncertainty avoidance : need for explanations, structure, testing, scientific proof « The best in the test » or «Test winner » * Low Uncertainty avoidance : result is more important NSYSU - EMBA ISUGA France 20 septembre 2005

  25. Intercultural Marketing Consequences for Advertising 5- Long/Short term orientation *Long term orientation : - values are « Save for tomorrow » - symbols are thick trees, explicit referral to future generation *Short term orientation : Urgency, living in the now and not thinking about future NSYSU - EMBA ISUGA France 20 septembre 2005

  26. Intercultural Marketing Case study « Brand USA – Selling Uncle Sam like Uncle Ben’s » NSYSU - EMBA ISUGA France 20 septembre 2005

More Related