im chapter 4pp_1
TRANSCRIPT
-
7/29/2019 IM Chapter 4PP_1
1/17
Cultural Dynamics in Assessing Global Markets
Chapter 4 By Professor Riaz Khan
.
-
7/29/2019 IM Chapter 4PP_1
2/17
Chapter Learning Objectives
1. The importance of culture to an internationalmarketer
2. The origins and elements of culture
3. The impact of cultural borrowing
4. The strategy of planned change and its
consequences
-
7/29/2019 IM Chapter 4PP_1
3/17
Introduction
Culture refers to the human-made part of human environmentthe sum total of knowledge, beliefs, art, morals, laws, customs, and
any other capabilities and habits acquired by humans as membersof society
A successful marketer must be a student ofculture
Culture is pervasive in all marketing activities
in pricing, promotion, channels of distribution,product, packaging, and styling
Importance of culture in international marketing
Understanding culture can determine success or failure ininternational marketing
-
7/29/2019 IM Chapter 4PP_1
4/17
Cultures Pervasive Impact
Culture influences every part of ourlives
Birthrates have implications for sellers of diapers, toys, schools,and colleges Consumption of different types of food influence is culture:
Chocolate by Swiss, seafood by Japanese preference, beef byBritish, wines by France and Italy
Even diseases are influenced by culture: stomach cancer inJapan, and lung cancer in Spain
-
7/29/2019 IM Chapter 4PP_1
5/17
-
7/29/2019 IM Chapter 4PP_1
6/17
Origins of Culture: Geography
1. Geography, which includes climate, topography, flora, fauna,
and microbiology, influences our social institutions
2. Two researcherssuggest thatgeographyinfluenceseverything fromhistory to present-day culturalvalues
3. First, JaredDiamond states
that historicallyinnovationsspread fastereast-to-west thannorth-to-south
4. Second, Philip Parker reports strong correlations between thelatitude (climate) and the per capita GDP of countries
-
7/29/2019 IM Chapter 4PP_1
7/17
Origins of Culture: History
1. The impact of specific events in history can be seen reflected intechnology, social institutions, cultural values, and even
consumer behavior
2. The military conflicts in the Middle East in 2003 bred new colabrands, Mecca Cola, Muslim Up, and Arab Cola
For e.g., American tradepolicy depended on tobacco
being the original source ofthe Virginia colonyseconomic survival in the1600s
-
7/29/2019 IM Chapter 4PP_1
8/17
Origins of Culture: Technology
1. Technological innovations also impact institutions and cultural
2. Jet aircraft, air conditioning,televisions, computers, and theinternet have all influenced culture
3. Arguably the greatest impact is
the birth pill that has allowedwomen to have careers and freedmen to spend more time withkids
-
7/29/2019 IM Chapter 4PP_1
9/17
Origins of Culture: Social Institutions
Social institutions including family, religion, school, the media,government, and corporations all affect culture
The family, social classes, group behavior,age groups, and how societies definedecency and civility are interpreted
differently within every culture(1) Family behaviorvaries across the world,e.g., extended families living together to Dadwashing dishes
(2) Religious value systems differ across the
world,e.g., Muslims not allowed to eat porkto Hindus not allowed to consume beef
-
7/29/2019 IM Chapter 4PP_1
10/17
Origins of Culture: Social Institutions
(3) School andeducation, and literacy
rates affect culture and economic growth(4)Media (magazines, TV, the Internet)influences culture and behavior
(5) Government policies influence thethinking and behaviors citizens of adult
citizens, e.g., the French governmentoffers new birth bonuses of $800given to women as an incentive toincrease family size
(6) Corporations influence culture via theproducts they market, e.g., MTV
-
7/29/2019 IM Chapter 4PP_1
11/17
Elements of Culture
International marketers must design products, distribution systems,and promotional programs with due consideration to culture, whichwas defined as including five elements:
1. Cultural values
2.Rituals
3. Symbols
4. Beliefs, and
5. Thought processes
-
7/29/2019 IM Chapter 4PP_1
12/17
Elements of Culture: Rituals, and Symbols
Rituals are patterns of behavior and interaction that are learned
and repeated vary from country to country, e.g., extended lunchhours in Spain and Greece
French attempting to preserve thepurity of their language
-
7/29/2019 IM Chapter 4PP_1
13/17
Elements of Culture: Rituals, and Symbols
In Canada, language has been the focus of political disputes
including secession
Aesthetics as Symbols: the arts,folklore, music, drama, and danceof a culture influences marketing
Differences in language vocabularyvaries widely
-
7/29/2019 IM Chapter 4PP_1
14/17
Elements of Culture:
Beliefs and Thought ProcessesBeliefs, which stem from religious training, vary from culture toculture
In summary, marketers must consider larger cultural consequencesof marketing actions
Thought processes also vary across cultures
Examples:
The western aversion to the number 13 orrefusing to walk under a ladder
Japanese concern about Year of the Fire Horse The Chinese practice of Feng Shui in designing
buildings
Examples: Asian and Western thinking
-
7/29/2019 IM Chapter 4PP_1
15/17
Factual versus Interpretive
Cultural Knowledge
There are two kinds of knowledge about cultures both of which are
necessary
Factual knowledge
is usually obviousand must be learned,
e.g., different
meanings ofcolors,
and different tastes;
it deals with a facts
about a culture
Interpretive knowledge is the ability to
understand and appreciate the nuances
of different cultural traits and patterns,
e.g., the meaning of time, and attitudestoward people
Interpretive knowledge requires a
degree of insightIt is dependent on past experience for
interpretation
-
7/29/2019 IM Chapter 4PP_1
16/17
Cultural Change and Cultural Borrowing
International marketers should appreciate howcultures change and accept or reject new ideas
How cultures change, e.g., war (changes inJapan after World War II) or by naturaldisaster
International marketers should be aware theextent to which cultures borrow ideas andlearn from other cultures
Helps in the marketing of products from oneculture to a different culture
-
7/29/2019 IM Chapter 4PP_1
17/17
Resistance to Change
Working women in Masculine societies like
Saudi Arabia
Although some cultures embrace change,others are resistant to it
Examples of cultures that resist change: