Marketing Across Cultures ..

1. Marketing Across Cultures??.??. ???? ????????

2. Particular solutions touniversal problems ��.there is limited number of common human problems for which all people at all times must find some solution. �While there is a variability in solutions of all the problems, it is neither nor random but is definitely variable within a range of possible solutions.

3. Particular solutions touniversal problems 3. ��.all alternatives of all solutions are present in all societies at all times, but are differentially preferred, Every society has, in addition to its dominant profile of value orientations, numerous variant or substitute profiles.

4. The four essential elementsof culture Language Institutions Material productions Symbolic productions

5. Seven Universal principles The principle of reproduction blood relationships The principle of territoriality neighbourhood and vicinity. The principle of physiology the sexual division of labour, sex roles, the relationship patterns between age groups, and he way minority members of the community are treated. The principle of spontaneous tendency to join together various kinds of associations.

6. Seven Universal principles 5. The principle of occupational and professional activities labour divisions and the kinds of expertise. 6. The principle of hierarchy rank and status, including the nobility, the middle class and slaves. 7. The principle of totality a reasonably coherent whole. The political process.

7. Sources of culture

8. Cultural homogeneityand relevant segmentation Linguistic homogeneity. Religious homogeneity. Ethnic homogeneity. Climatic homogeneity Geographical homogeneity. Institutional and political homogeneity. Social/income homogeneity.

9. A model of cultural dynamics

10. Time-related cultural differences

11. Space-related cultural differences

12. Concepts of the self and others

13. Interaction models

14. Attitudes towards action

15. Basic cultural assumptions and actual behaviour

16. Culture and consumer behaviour Hierarchy of needs Individualism and collectivism Independent versus interdependent self Institutions, social conventions, habits and customs

17. The influence of culture in selected aspects of consumer behaviour Loyalty Consumer involvement Perceived risk Consumer cognitive styles Legal marketing environment

18. The global convergence of consumption patterns General convergence at the macro-level Evidence of consumers; globalization at a micro-level

19. The emergence of a global consumer culture 1. The standard world package and �McDonaldlzed� consumption 1.1 Efficiency 1.2 Systematic quantification and calculation 1.3 Predictability 1.4 Control through the substitution of non-human for human technology

20. The emergence of a global consumer culture 2. Globalization and �modern� culture 2.1 Modernity is a given and technology is our path to a bigger and better future for all of us on our little planet: 2.2 Even if they differ externally, all societies and be placed on a continuum of social change-from traditional to developed societies: 2.3 The criterion for placing a society on the continuum is its degree of resistance to the changes brought about by modernity

21. Local products and consumption experiences Culture-bound products Unique consumption experiences Consumption as disposal Habits, habitus and shared meaning

22. Local consumer cultures and resistance to change Preference for national products Central and peripheral consumption contexts Complexity and ambivalence in globalized consumption patterns

23. The components of authoritarian pluralism A negation of individualism: group belonging and consequent obligations are more important than individual human rights; Family is the basic building block. Education is highly valued and people are ready to make financial sacrifices and efforts to obtain it.

24. The components of authoritarian pluralism 4. Thrift, modesty and renunciation are the rule until somebody can show through conspicuous consumption that he or she has really deserved personal enjoyment. 5. The strong work orientation is facilitated by the collective ambience of effort. 6. A �national teamwork� orientation: 7. The Asian form of contrat social: the role of the state is mostly to provide lay and order.

25. 8. The state is a company and the citizens its shareholders. 9. An orientation towards a �morally clean environment�: 10. The press is free, but is not a �fourth estate�. The components of authoritarian pluralism

26. Adaptation or standardization of product attributes There are three layers of product attributes that lend themselves more of less to standardization: 1.1 The physical attributes (size, weight colour, etc.) 1.2 Service attributes (maintenance, after-sales service spare parts availability, etc.) 1.3 Symbolic attributer, These often comprise the interpretive element of the physical attributes.

28. 3. Required adaptations to differences in consumer behaviour and in the national marketing environment. 3.1 Consumption patterns: 3.2 Climate and the physical environment. 3.3 Adapting products to local product usage.

29. 4. Adaptation of service in the light of local conditions. 4.1 The level of technical expertise. 4.2 The level of labour costs. 4.3 The level of literacy. 4.4 Climatic differences. 4.5 The remoteness of locations. 4.6 Different ways of performing a seemingly identical.

30. Several layers of country-, company-and brand-related product image

31. Consumer product evaluationaccording to country of origin. The use of the �country of origin� attribute. Stereotypical country images. COO and moderator effects. Familiarity and knowledge. Ethnocentric and cultural tendencies.

32. National, internationaland global brands Transposition of a national brand name to an international level. Linguistic aspects of the brand. Linguistic devices for brand names. Semantic issues: Intended versus unintended meaning.

33. Price-based Signals

34. Criteria for choosing foreign distribution channels Consumers and their characteristics. Some geographical segments in a foreign market may be, for instance, more import oriented, Channels serving these segments should therefore be preferred. Culture. Distribution is the element of the marketing mix what is most deeply rooted in culture, because it is closely related to everyday life and human relationships. Character. It is important that the image projected by the channel, its sales methods, shop locations and clientele as well as appearance, should correspond to the image and character that the product is intended to convey.

35. Criteria for choosing foreign distribution channels. Necessary capital relates to the issue of what financial resources are necessary to start and maintain the channel. Cost. This criterion is strongly linked to the previous one, but relates more to trade margins than to overhead costs. Competition arises in channels either through competing products being placed side by side on shelves, or through competitors refusing other producers access to the distribution channels. Coverage is another important element, It is important to cover markets that are widely scattered.

36. Criteria for choosing foreign distribution channels. Continuity. It is vital that the channel in which investment is to be made does not turn out to be unusable for some reason. Control. The ideal situation of course is where the company creates its own distribution network. This ensures maximum control.

37. Influence of culture on some aspects of distribution vis-�-vis shoppers.

38. Sales Promotion: Other Customs, Other Manners. Cross-national differences in the use of safes promotion techniques. Sociocultural factors influencing the implementation of sales promotion techniques.

39. Language, Culture And Communication Verbal communication the role of context. Low-context cultures and explicit communication. High-context cultures favour a more diffuse communication style. Communication on the Internet. The culture context of communication styles. Non-verbal communication. Communication through gestures. Facial expressions and communication with the eyes.

40. Language, Culture And Communication Language shaping our world-views. Language influencing culture. Language as a reflection of status, hierarch and a vision of appropriate social relationships. Language used in writing advertising message. Languages and new international cultures. Ethnocentrism, stereotypes and misunderstandings in intercultural communication. Ethnocentrism. Stereotypes. Self-shock.

41. Some guidelines for effective communication in international business. Start by assessing as accurately as you can the possible intercultural obstacles that exist, exist, such as language and problems of communication in general. Be aware that what is explicitly said is not necessarily what is implicitly meant. Learning the non-verbal communication style of other cultures may prove very difficult.

42. Some guidelines for effective communication in international business. In many cases interpreters may serve a crucial purpose; they may be transposers of meaning. They do not work �like a dictionary�, translating literally. They may translate better from one language to another than in the reverse direction, and this will depend not only on which language is their native one, but also on a personal leaning that they may have towards one party. It must be clearly appreciated that there is always a part of the language that cannot be translated. Culture-specific meaninge as it reflects the culture.

43. Some guidelines for effective communication in international business. Develop a �bomb squad� ability to defuse a conflict based on negative stereotypes. Subjective misunderstandings in intercultural communication often snowball and mix with purely interest �based objective conflicts, resulting in confrontations that may not be productive. Keep in mind that all this depends on advance preparation, and unfortunately cannot be improvised.

44. Influence of culture on attitudes towards advertising General attitudes towards the role and functions of advertising. General attitudes towards publicity and �publiphobia�. Attitudes towards comparative advertising.

45. Culture And Advertising Exeution. Language. Humour. Characters and roles represented in advertising. The influence of mores and religion. Visual elements.

46. Media Worldwide: TechnologicalAdvances And Cultural Convergence. Worldwide differences in advertising expenditure. Cross-cultural differences in media availability and usa. The emergence of global media. Technological and social changes open the door for more specific and segmented marketing.

47. The Globalization Of Advertising Agencies internationalize. Relationships between advertisers and agencies. Advertising standardization: Feasibility and desirability. The global campaign concept.

48. Bribery: Ethical Aspects. Cultural relativism: The bribe as bonanza. Recent evolution in the fight against bribery in international contracts. Other efforts at combating bribery. Comparison of ethical attitudes across industrial nations. A pragmatic and respectful view of ethical behaviour in a cross-cultural context .