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Cultural and Social Forces

3. Cultural and Social Forces. Learning Objectives. Define what culture is and demonstrate how various components of culture affect marketing. Explain how different world religions affect marketing. Describe how family structure can vary and explain its impact on marketing.

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Cultural and Social Forces

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  1. 3 Cultural and Social Forces

  2. Learning Objectives Define what culture is and demonstrate how various components of culture affect marketing. Explain how different world religions affect marketing. Describe how family structure can vary and explain its impact on marketing. Illustrate ways in which the educational system of a country can affect marketers. Differentiate between monochronic and polychronic cultures and explain the three temporal orientations. List and describe Hofstede’s dimensions of culture. Explain why language can be important in gaining true understanding of a culture. Identify ways of adapting to cultural differences.

  3. Chapter Overview Defining culture • Religion • The family • Education • Attitudes toward time • The Hofstede measures of culture • Language and communication • Social Relationships • Overcoming the language barrier • Adapting to cultural differences

  4. Culture is the collective programming of the mind that distinguishes the members of one category of people from another. --Geert Hofstede Culture Defined

  5. Religion and Marketing Western religions Gift-giving and Christmas December 25 or December 6? Kosher in Israel Elite chocolate targets the Orthodox Buying matzo: tradition versus price?

  6. China Bars charge $25 for entrance on Christmas Eve, hotels charge $180 for a Christmas function Turkey Children stand in line in shopping centers, waiting to sit on Santa’s lap and ask him for gifts Stores sell Santa suits and statues Christmas as a Global Phenomenon

  7. Marketing and Islam An important cultural force in the Middle East, Asia, and Africa Islam Forbids interest Encourages modest dress Requires food to be halal

  8. Marketing and Eastern Religions Hinduism and Buddhism Vegetarians Shinto Prayers open the first Starbucks abroad (Tokyo)

  9. Nuclear families Household sizes down in U.S. and Europe Extended families More important in developing world The importance of the Chinese clan Male-female roles House cleaning in Japan The Family

  10. Attitudes toward Time • Monochronic versus polychronic • Cultures and temporal orientation • Work and leisure time

  11. Hofstede Measures of Culture Power distance Individualism-collectivism Masculinity-feminity Uncertainty avoidance

  12. Language and Communication • Forms of address • The context of language • Low-context cultures • High-context cultures • Body language • Showing emotions

  13. Overcoming Language Barriers • Translating and translators • Translation problems • Which language to learn?

  14. Dealing with Culture Shock Be culturally prepared Be aware of local communication complexities Mix with host nationals Be creative and experimental Be culturally sensitive

  15. Dealing with Culture Shock (cont) Recognize complexities in host cultures See yourself as a culture bearer Be patient, understanding, and accepting of yourself and your hosts Be realistic in your expectations Accept the challenge of intercultural experiences

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