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Chapter 3

Chapter 3. The Cultural Environment. An understanding of cultural differences allows marketers to determine when adaptation may be necessary and when commonalities allow for regional or global approaches. Success and Culture. Defining Culture.

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Chapter 3

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  1. Chapter 3 The Cultural Environment

  2. An understanding of cultural differences allows marketers to determine when adaptation may be necessary and when commonalities allow for regional or global approaches Success and Culture

  3. Defining Culture • An integrated system of learned behavior patterns that are distinguishing characteristics of the members of any given society. • The definition encompasses a wide variety of elements, from materialistic to the spiritual.

  4. Acculturation • Adjusting or adapting to a specific culture other than one’s own … and “one of the keys to success in international operations.

  5. Context Cultures • High-context culture • is where the social context in which what is said strongly affects the meaning of the message. • Examples: Japan and Saudi Arabia • Low-context culture • is where the meaning of the message is explicitly expressed by the words and is less affected by the social context. • Example: North America

  6. Elements of Culture Elements • Language • verbal • non-verbal • Religion • Values and Attitudes Manners and Customs Material Elements Aesthetics Education Social Institutions

  7. Language • Verbal • How words are spoken. • Gestures made. • Body position assumed. • Degree of eye contact. • Local language capability’s important role in international marketing • Aids in information gathering and evaluation. • Provides access to local society. • Important to company communications. • Allows for interpretation of contexts.

  8. Nonverbal Language • Hidden language of cultures • Time flexibility and sensibility. • Social acquaintance and rapport. • Personal physical space and personal touching. • Non-verbal gestures and signaling.

  9. Dominant Religions of The World • Christianity - 2.0 billion followers • Islam - 1.2 billion followers • Hinduism - 860 million followers • Buddhism - 360 million followers • Confucianism - 150 million followers

  10. Manners and Customs • Potential problem areas for marketers arise from an insufficient understanding of: • different ways of thinking. • the necessity of saving face. • knowledge and understanding of the host country. • the decision-making process and personal relations. • the allocation of time for negotiations.

  11. To Give or Not To Give

  12. Social Institutions • Kinship relationships • immediate and extended family • Social stratification • Reference groups • Primary reference groups • family, coworkers • Secondary reference groups • professional associations, trade organizations

  13. Sources of Cultural Knowledge

  14. A Model

  15. Cross Cultural Training Methods

  16. Making Culture Work Embrace local culture. Build relationships. Employ locals to gain cultural knowledge. Help employees understand you. Adapt products and processes to local markets. Coordinate by region.

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