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7/28/2019 Ch. 9 - Cultural Environment
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The Cultural Environment
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International marketing requires constant
concern for different cultures and thereforerequires adaptation.
Self-reference criterion - a tendency to rely
on one own cultural values, personalexperience and knowledge as the primary
basis for making decisions.
The SRC must be effectively overcome in
order to adapt marketing programs to foreign
countries.
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1) Language
Context
2) Religion
3) Values and Attitudes
4) Manners/Customs5) Material Elements
Infrastructure
Convergence
Elements of Culture:
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6) Aesthetics
7) Education
8) Social Institutions
Learning about other cultures experiential knowledge
factual knowledge
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Key Concepts
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
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Contextual Background of
Various CountriesHighContext
Implicit
Japanese
Arabian
Latin American
Spanish
Italian
English (UK)
French
North American (US)
Scandinavian
German
SwissLow
Context
Explicit
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Language
Verbal
How words are spoken
Gestures made
Body position assumed
Degree of eye contact
Local language capabilitys
important role in international marketing
Aids in information gathering and evaluationProvides access to local society
Important to company communications
Allows for interpretation of contexts
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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
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Fractured Translations
Product English Translation
Equivalent to Japanese Spam Liver Putty
Toilet Paper My Fanny Brand
Ready to Eat Pancakes Strawberry Crap Dessert
Antifreeze Spray Hot Piss Brand
Pediatricians Slogan Specialist in Deceased
Children
SOURCE: Some Strawberry Crap Dessert, dear South China Morning Post,
December 9, 1996 p. 12.
English Translations made by Japanese firm added to labelsto increase prestige for their products being sold in China.
7/28/2019 Ch. 9 - Cultural Environment
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Whose English?
United States United Kingdom
Trunk Boot
Hood Bonnet
Convertible Top Hood
Elevator Lift
Toilet W.C.
Bathroom Tub or Shower
Vacuum Hoover
??? Shag
Bloody ???
4-8
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The Major World Religions
Christianity - 2.0 billion followers
Islam - 1.2 billion followers
Hinduism - 860 million followers
Buddhism - 360 million followers Confucianism - 150 million followers
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ReligionMarketing in an Islamic Framework
Elements Implications for Marketing
A. Unity. (Concept of Centrality,
oneness of God, harmony in
life.)
Product standardization, mass media techniques, central
balance, unity in advertising copy and layout, strong brand
loyalties, a smaller evoked set size, loyalty to company,
opportunities for brand extension strategies.B. Legitimacy. (Fair dealings,
reasonable level of profits.)
Less formal product warranties, need for institutional
advertising and/or advocacy advertising, especially by
foreign firms, and a switch from profit-maximizing to a
profit-satisficing strategy.
C. Zakat. (2.5% per annumcompulsory tax binding on all
classified as not poor.
Use of excessive profits, if any, for charitable acts;corporate donations for charity, institutional advertising.
Source: Mushtaq Luqmani, Zahir A Quraeshi, and Linda Delene, Marketing in Islamic Countries:
A Viewpoint, MSU Business Topics, Summer 1980, pp. 20-21. Reprinted by permission.
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Values and Attitudes
Values
are shared beliefs or
group norms that have
been internalized by
individuals.
Attitudes
are evaluations
of alternativesbased on these
values.
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Work and Leisure
Attitudes Toward Work:
Have a Substantial Impact on Economic
Performance
Vary Greatly Among Countries
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Work Hrs. = Averagenumber of working hours
per year.
Work/Fun = Young peoples
desire to work/learn vs.
have fun. (0 for fun - 10 forwork/learn).
Comp. Sup. = Societys
support of competitiveness
(0 for least support - 10 for
most support).
Source: The World
Competitiveness Yearbook
1996, (Lausanne: IMD,
1996), pp. 556, 579, 581.
Values of SelectedCountries*Country Work Hrs. Work/Fun Comp. Sup.
Austria 1,744 5.72 5.50Australia 1,847 5.44 5.93
Canada 1,892 6.59 7.06
Chile 2,400 6.23 7.19
Germany 1,704 5.2 5.87
Greece 1,775 4.6 4.38France 1,790 6.33 5.74
Hungary 1,756 5.14 4.11
Ireland 1,727 6.37 6.46
Italy 1,721 5.32 5.12
Japan 1,893 5.4 7.37
Mexico 2,094 5.51 4.83
S. Africa 1,999 4.65 3.71
Spain 1,721 5.41 4.68
U.K. 1,880 4.5 5.53
U.S.A. 1,946 5.37 6.54
Work and Leisure
*See text for complete listing of
countries and statistics.
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Cultural Analysis for
International Marketing
*Source of this entire list: Philip R. Harris and Robert T. Moran: Managing Cultural
Differences, 2nd ed. (Houston: Gulf, 1987) pp. 212-215.
Cultural Dimensions
Individualism vs. Collectivism Small vs. Large Power Distance
Masculine vs. Feminine
Weak vs. Strong Uncertainty Avoidance
7/28/2019 Ch. 9 - Cultural Environment
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0
112
10 110
Small Power
Distance
Collectivist
Large Power
Distance Collectivist
Small
Power
Distance
Individualist
Large Power
Distance
Individualist
4
1
2
3
5
6
IndividualismI
ndex
ExampleCountries:
1. Costa Rica2. Korea and
Mexico3. Brazil & India4. Israel and
Ireland5. Australia and
U.S.A.6. France and
Italy
Source: Geert
Hofstede, Cultures and
Organizations,
McGraw-Hill, 1991, pp.
23, 51, 83 & 111.
Reprinted with
permission of the
McGraw-Hill
Companies.
Power Distance and Individualism-Collectivism
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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 processand personal relations.
the allocation of time
for negotiations.
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A house should be dusted and
polished three times a week Italy 89%
United Kingdom 59
France 55
Spain 53
Germany 45
Australia 33
United States 25
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I attend church regularly
Spain 77%
Italy 75
Germany 70
United States 65
United Kingdom 36
France 23
Australia 16
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My children are the most
important thing in my life
Germany 86%
Italy 84
France 73
United States 71 Spain 67
Australia 48
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There is too much emphasis on
sex nowadays
United Kingdom 82%
Italy 79 United States 66
France 52
Australia 31
Germany 24
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Everyone Should Use a Deodorant
United States 89%
Canada 79 United Kingdom 71
Italy 69
France 59 Australia 53
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Cultural Factors
Never touch the head of a Thai or pass an object over
it. The head is considered scared 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 Czech Republic and has a magical connotation
in Benin, Africa.
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.
SOURCE: Business America, July 12, 1993
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Irwin/McGraw-Hill
Its Not the Gift That Counts, but How Your 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.
Do not offer a gift depicting a fox or badger. The fox
is the symbol of fertility; the badger, cunning.
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.
Copyright2002 by The McGraw-Hill Companies, Inc. All rights reserved.
4-4
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Irwin/McGraw-Hill
4-5
Its Not the Gift That Counts, but How Your 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.
i l l
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Material Elements
Material culture
Results from technology and is directly related tohow a society organizes its economic activity.
Material culture is manifested in
Economic infrastructure Social infrastructure
Financial infrastructure
Marketing infrastructure
Cultural convergence
The degree of industrialization
can provide a marketing
segmentation variable.
A h i
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Aesthetics
What is or is not acceptable as good taste
varies widely in cultures.
The symbolism of colors, forms, and music
carries different meanings in different
cultures.
Ed i
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Education
Assessing the educational level of a culture
formal and informal education
literacy rates
enrollment in secondary
or higher educationqualitative aspects of
emphasizing science
Education affectsemployee training
competition for labor
product characteristics
Ed ti
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Country Secondary University Literacy
Austria 104 37 98
Australia 82 40 99
Canada 104 99 98
Chile 72 23 95
Germany 97 36 99
France 101 46 99
India 44 6 52Ireland 101 38 99
Italy 76 34 97
Japan 97 32 100
Mexico 55 14 87
South Africa 69 14 82Spain 108 40 95
United Kingdom 86 28 99
United States 90 46 100
Secondary = Percentage of relevant
age group receiving full time
secondary education. Scores in
excess of 100% indicate adults also
participating in that education.
University = Percentage ofpopulation 20 - 24 years old enrolled
in higher education
Literacy = Percentage of Population
over 15 years old
Source: The World CompetitivenessReport1996(Lausanne: IMD, 1996),
pp. 560, 561, 567.
Education
*See text for complete listing of countries and
statistics.
Educational Statistics of Selected Countries (in %)*
S i l I i i
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Social Institutions
Kinship relationships
immediate and extended family
Social stratification
Reference groupsPrimary reference groups family, coworkers
Secondary reference groups
professional associations,
trade organizations
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Family Statistics of SelectedCountries (in %)*
Pop. Growth = Population Growth:
percentage per year, 1985-1995.Fem. Work = Female participation in the
labor force as a percentage of the total
labor force, 1995.
Source: 1997 World Bank Atlas,
Washington, DC: World Bank, 1997, pp.16-17.
Country Pop. Growth Fem. Work
Austria 0.6 41
Australia 1.4 43Canada 1.3 45
Chile 1.6 32
Germany 0.5 42
Greece 0.5 36
France 0.5 44Ireland 0.1 33
Italy 0.1 38
Japan 0.4 41
Mexico 2.1 31
S. Africa 2.3 37
Spain 0.2 36
U.K. 0.3 43
U.S.A. 0.9 46
The Family
*See text for complete listing of countries andstatistics.
Th T i i Ch ll Gl b l M
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The Training Challenge - Global Managers
Internal education programs that increase cultural
sensitivityCulture-specific information
Culture-general information
Self-specific information Specialized training for global managers
Area studies
Environmental briefings
Cultural orientation programs
Cultural assimilator
Sensitivity training
Field experience
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Business Customs
Cultural Imperatives
Cultural Adiaphora
Cultural Exclusives
5-2
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