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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 ?

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Intercultural Marketing

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  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

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  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

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