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Chapter 3 The Role of Culture

Chapter 3 The Role of Culture. Culture Defined. Culture : It encompasses a wide variety of elements, from materialistic to the spiritual. Culture Defined. Acculturation : It is one of the keys to success in __________________. Culture Defined. High-context culture :

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Chapter 3 The Role of Culture

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  1. Chapter 3 The Role of Culture

  2. Culture Defined • Culture: • It encompasses a wide variety of elements, from materialistic to the spiritual

  3. Culture Defined • Acculturation: • It is one of the keys to success in __________________

  4. Culture Defined • High-context culture: • Speaker and the listener rely on a common understanding of the context • Low-context culture:

  5. Culture Defined • It is important to understand the difference between the context cultures to avoid misunderstanding of messages and intentions

  6. Culture Defined • Roles of a international manager • The international business entity acts as a ___________ by introducing new products or ideas and practices

  7. Culture Defined • The change agent leads to social change in:

  8. Culture Defined • The international marketer may be accused of cultural imperialism • Cultural imperialism: • Global marketers and media have made national and regional artists to break into worldwide markets

  9. Elements of Culture • Cultural universals: • Elements included are:

  10. Elements of Culture • The manifestation is unique which brings about cultural diversity

  11. Elements of Culture • ________ is described as the mirror of culture and is multidimensional by nature: • Language mastery is required and must go beyond technical competency

  12. Elements of Culture • Language capability serves four roles in international marketing:

  13. Elements of Culture • Local assistance is required when dealing with language problem • Selecting the translation software is important when translation is required • International marketers should translate _________ and not ________

  14. Elements of Culture • Back-translation: • Nonverbal language:

  15. Elements of Culture • The five key topics that managers need to understand are: • ________ defines the ideals for life, which are reflected in the values and attitudes of societies and individuals

  16. Elements of Culture • Religion provides the basis for transcultural similarities under shared beliefs and behavior • The major religions include: • Christianity:

  17. Elements of Culture • Islam: • Hinduism:

  18. Elements of Culture • Buddhism: • Confucianism:

  19. Elements of Culture • Values and attitudes: • Values are • Attitudes are • Attitudes towards change:

  20. Elements of Culture • Manners and customs: • Cultural convergence: • Understanding manners and customs is important in negotiations

  21. Elements of Culture • Potential problem areas for marketers arise from insufficient:

  22. Elements of Culture • Managers must be concerned with ________________________________ • Concept tests determine ________________________________ • Focus groups: • In-depth studies:

  23. Elements of Culture • Material culture results from technology • It is directly related to the way a society organizes its economic activity • It is manifested in the availability and adequacy of the following basic infrastructures:

  24. Elements of Culture • Aesthetics • Color is used as a mechanism for:

  25. Elements of Culture • International firms have to take into consideration local tastes and concerns in designing their facilities

  26. Elements of Culture • Education

  27. Elements of Culture • Social institutions

  28. Elements of Culture • Social stratification: • Reference groups: • Social organization determines the roles of managers and subordinates and the way they relate to one another

  29. Elements of Culture • Sources of cultural knowledge • Cultural: • Factual: • Experiential: • Interpretive:

  30. Cultural Analysis • Dimensions of culture are:

  31. Cultural Analysis • Self-reference criterion: • Recommendations to reduce the influence of one’s own cultural values:

  32. Cultural Analysis • Ethnocentricism: • It can be achieved by acknowledging and properly adjusting to its possible effects in managerial decision making

  33. The Training Challenge • To foster culture sensitivity and acceptance of new ways of doing things: • The objective of training programs is to foster:

  34. The Training Challenge • Area studies: • Cultural assimilator:

  35. The Training Challenge • Sensitivity training: • Field experience:

  36. Making Culture Work for Marketing Success • Embrace local culture • Employ locals to gain cultural knowledge • Adapt products and processes to local markets

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