Social and Cultural Environment

1. Social and Cultural Environment Chapter 3 Global Marketing

2. 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

3. Conceptual Frameworks • Hall’s high and low context cultures • Maslow’s hierarchy • Hofstede’s cultural typology • Self-reference criterion • Diffusion theory Keegan and Green, Chapter 4

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

5. Physical components of culture Objects Artifacts Clothing Tools Pictures Homes Subjective or abstract culture Religion Perceptions Attitudes Beliefs Values Material vs. Nonmaterial Culture Keegan and Green, Chapter 4

6. Athletics Body adornment Cooking Courtship Decorative arts Education Ethics Property rights Religious rituals Etiquette Family feasting Food taboos Language Marriage Mealtime Mourning Music Status differentiation Cultural Universals Keegan and Green, Chapter 4

7. 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

8. 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 Aesthetics and Color Keegan and Green, Chapter 4

9. 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

10. Language and Communication • Verbal Cues • Nonverbal cues or body language Keegan and Green, Chapter 4

11. Linguistic Category Syntax Semantics Phonology Morphology Language Example 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 Language and Communication Keegan and Green, Chapter 4

12. 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 Keegan and Green, Chapter 4

13. Factors High Context Low Context Lawyers Less important Very important A person’s word His or her bond Still must “get it in writing” Responsibility for organizational error Accepted at Pushed to lowest level highest level Space Close Private space maintained Time Polychronic Monochronic Negotiations Lengthy Proceed quickly Competitive bidding Infrequent Common Keegan and Green, Chapter 4

14. Hofstede’s Cultural Typology • Power Distance • Individualism / Collectivism • Masculinity • Uncertainty Avoidance • Long-term Orientation Keegan and Green, Chapter 4