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Culture Documents
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Social/ Culture Environmental Influences on Global Marketing Economic
Political
Technological
What is Culture?
Culture prescribes the forms of behaviour that are acceptable to people in a specific community Includes knowledge, belief, art, morals, custom and any other habits and capabilities ac
Product
Place
Promotion
Price
PROMOTION
PRICE PLACE
Example: a car is a prestigious/status item which involves high ambitious but in some cultures driven until it falls apart
Social institutions
The spine of the cultural process which links the individual to the group Social institutions include the family, education, political parties, social organisations all of which have their own set of values and standards of behaviour
Communication/Language
- Language shapes an individual view of the world and their social behaviour. The successful marketer must understand communication on a number of levels.
- Concern over meanings, what something means in one country different in another
- Marketing example: Advertising, carelessly translated ads lose their intended meaning it may suggest something obscene, comical, offensive - Non-verbal communication
National
Industry
Organizational
Research on the European Community markets showed that the average Frenchmen uses almost twice as many cosmetic and beauty aids as his wife German and French eat more spaghetti than the Italians The Muslims disapprove of liquor, the Hindus de-emphasise material goods, Black and Decker's successful entry into the Japanese market is attributed to intensive marketing research on Japanese culture and lifestyles. Black and Decker changed the colour of their tools from green to orange (which is the colour of the rising sun). Time in Latin America is regarded very casually. As one international marketer aptly puts it: The clock runs in the United States but walks in Latin America'
Barbie Doll had to be modified in the following ways to succeed in the Japanese market:
The blue eyes changed to brown. Her hair had to be darkened.
Colour Implications
* In Malaysia green suggest illness. * In Pakistan, green is the colour of happiness. * Blue is considered feminine and warm in Holland. * Blue is masculine and cold in Sweden. White indicates mourning in China, Korea and Japan.
Never touch the head of a Thai or pass an object over it. The head is considered sacred in Thailand. Avoid using triangular shapes in Hong Kong, Korea and Taiwan. It is considered a negative shape. The number 7 is considered bad luck in Kenya, good luck in the Czech Republic and has a magical connotation in Benin. The number 10 is bad luck in Korea. The number 4 means death in Japan. Red represents witchcraft and death in many African countries. Red is a positive color in Denmark.
Its Not the Gift That Counts, but How You Present It
Japan Do not open a gift in front of a Japanese counterpart unless asked, and do not expect the Japanese to open your gift.
Avoid ribbons and bows as part of the gift wrapping. Bows as we know them are considered unattractive, and ribbon colors can have different meanings.
Europe
Avoid red roses and white flowers, even numbers, and the number 13. Do not wrap flowers in paper. Do not risk the impression of bribery by spending too much on a gift.
Its Not the Gift That Counts, but How You Present It
Arab World Do not give a gift when you first meet someone. It may be interpreted as a bribe. Do not let it appear that you contrived to present the gift when the recipient is alone. It looks bad unless you know the person well. Give the gift in front of others in less personal relationships. Latin America Do not give a gift until after a somewhat personal relationship has developed unless it is given to express appreciation for hospitality. Gift should be given during social encounters, not in the course of business. China Never make an issue of a gift presentationpublicly or private. Gifts should be presented privately, with the exception of collective ceremonial gifts at banquets.
Whose English?
United States Trunk Hood Convertible Top Elevator Toilet Bathroom Vacuum United Kingdom Boot Bonnet Hood Lift W.C. Tub or Shower Hoover
Individualism vs Collectivism
Individualism:
social ties between individuals in a culture are very loose. People are expected to look after their own self-interest and perhaps the self-interest of their immediate family. Society provides a large measure of individual freedom. Canada, Italy, the U.K., and the U.S. score high on this trait.
Collectivism:
social ties between individuals are very tight. People are born into collectives or in-groups--e.g., family, religion, tribe, village. People are expected to protect the in-group in return for receiving the protection of the group. Colombia, Iran, Japan, and Taiwan score high on this trait.
Power Distance
High
PD Cultures - more autocratic and its members accept differences in power and wealth, e.g., France, India, Mexico, the Philippines, and Singapore.
Low
PD Cultures - feel that people should be more equal and differences in power and wealth are less acceptable, e.g., Australia, Israel, the Netherlands, the U.K., and the U.S.
Uncertainty Avoidance
Low
UA Cultures - accept uncertainty. Take each day as it comes, tend to take risks easily. They are tolerant of behavior and opinions different from their own, since they do not feel threatened by them, e.g., Canada, Hong Kong, Singapore, the U.S.
High
UA Cultures - anxiety about the unpredictability of the future is manifested in grater nervousness, emotionality, and aggressiveness. Technology, law and religion are used to build institutions that try to create security and avoid risk, e.g.., Belgium, France, Greece, and Portugal.
- The division of sex roles in society is maximized, with men taking the more assertive and dominant roles, and women taking the more serviceoriented and caring roles. Masculine societies reflect traditionally masculine values: the importance of showing off, of performing, of making money, of big is beautiful, e.g., Germany, Italy, and Venezuela.
Femininity
- The dominant values for both men and women are those traditionally associated with the female role: not showing off, caring for others, valuing personal relationships, small is beautiful, e.g., Denmark, Spain, Sweden, and Thailand.
Business Customs
Cultural Imperatives Cultural Adiophora Cultural Exclusives
Quantity-oriented
Quality-oriented
Job security
Management by "force"
Business Ethics
Business ethics address the moral of what is right or appropriate. Value judgments differ among question
cultures.
France (72)
6.6
Nigeria (98)
1.6
* The number in parenthesis is rank for 1999, which is based on 99 counties studied. ** The maximum score is 10.00; the minimum score is 0. A perfect score of 10.00 would be totally corrupt free country