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MKT 420 Contemporary Issues in Marketing. Chapter 8 Marketing across Cultures. What is Culture?. Link between individuals and societies: Learned behavior and results of behavior shared and transmitted by the members of a particular society . (Linton, 1945)
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MKT 420 Contemporary Issues in Marketing Chapter 8 Marketing across Cultures
What is Culture? • Link between individuals and societies: • Learned behaviorand results of behaviorshared and transmitted by the members of a particular society. (Linton, 1945) • Useful to, but not a characteristic of, individuals: • Culture is a set of beliefs or standards (control mechanisms), shared by a group of people, which help the individual decide what is, what can be, how to feel, what to do and how to go about doing it. (Goodenough, 1971)
Elements of Culture • Language and communication • Organization of people based on Institutions • Material productions • Symbolic and sacred productions
1. Language and Communication • Primary mechanism to convey and share information • Includes both explicit and implicit elements • Approximately 6000 languages. • 389 are spoken by more than 1 million people.
2. Organization of people based on Institutions • Territoriality (e.g. neighborhoods) • Physiological (e.g. gender, age) • Spontaneous (e.g. common interests/goals) • Occupational (e.g. expertise) • Hierarchy (e.g. status and rank) • Totality (e.g. political processes).
4. Symbolic and Sacred Productions • Religious beliefs • Life after death • Symbol conveys more than the object • (e.g., road signs, wedding rings, skull and crossbones) • Symbolic meaning in many things • (e.g., color, shape, labels, brands, numbers) • Quick understanding
Interpreting Symbols • 7 is bad luck in Kenya. • 7 is good luck in the Czech Republic. • 7 is magical in Africa. • 10 is bad luck in Korea. • 4 is related to death in Japan. • Red represents witchcraft and death in many African countries, but is a positive in Denmark. • Avoid triangular shapes in Hong Kong, Korea and Taiwan. It is a negative shape. Source: Business America, July 12, 1993
Pink is the most feminine in USA Yellow is more feminine in many other parts of the world A candy wrapped in blue or green is probably a mint in the USA In Africa it would be wrapped in red, in west it is for cinnamon. Lemon scent suggests freshness in the USA It is associated with illness in the Philippines An owl is bad luck in India, like a black cat in West In Japan a fox is associated with witches Symbolism: In every culture, things, numbers, even smells have meanings • Black is not universal for mourning • In many Asian countries it is white • Brazil it is purple • Mexico yellow • Ivory Coast dark red • Red suggests good fortune in China • Death in Turkey • Blue is the most masculine in USA • Red is in the United Kingdom or France Source: Copeland and Griggs, 1986, p. 63
McDonald’s in Israel: an example of key nothing • Ad showed a slice of cheese that was in direct contact with meat • Contrary to Jewish religious prescriptions • milk-based products should be separated from meat-based food • Following massive consumer complaints, McDonald’s withdrew the ad and to change the campaign.
