international marketing global environment (2014 - 2015)
TRANSCRIPT
Int. Marketing Global Environment
Int. Marketing Cultural & Social Forces
Exam question
6
Disneyland Paris
Disneyland Japan
Europe’s capital of culture & style
Europe’s capital of culture & style
(or not?)
Why Paris?
Demographics
Subsidies
Why Paris?
Demographics
Subsidies
Why Paris?
Demographics
Subsidies
Just an hour away …
French Cultural Heritage
American clichés Consumer society
Political Criticism
American clichés Consumer society
Political Criticism
American clichés Consumer society
Political Criticism
Disney used to serve only
non-alcoholic beverages
350-seat restaurant 2500 breakfasts
350-seat restaurant 2500 breakfasts
Staffing problems
Average stay:
4 - 5 days
Average stay:
1 - 2 days
French visitors:
Only 40%
Components of
Culture
Anthropology Study of human behavior
Anthropology Study of human behavior
Cultural Anthropology
Learned human behaviors
Heard any clichés about
your nationality?
Customer Needs
Customer Wants
Customer Wants
90% Chinese Lactose intolerant
Increase in Yoghurt-based drinks
Components of
Culture
Religion
Family
Education Time
Language
Religion
Family
Education Time
Language
Religion
Family
Education Time
Language
Religion
Family
Education Time
Language
Religion
Family
Education Time
Language
Religion
Family
Education Time
Language
How does religion affect
McDonald’s?
Without
Beef
Without
Pork
Save now Buy later
Buy now Pay later
Who brings us Toys at the end of the year?
25/12 Santa Claus
Who brings us Toys at the end of the year?
6/12 Saint Nicolas
Religion
Family
Education Time
Language
Exam question
7
Me Generation
Little Emperor Syndrome
Little Empress Syndrome
Chic & Cosmopolitan
Religion
Family
Education Time
Language
Consumer level Employee level
Education Effect
Consumer level Employee level
Education Effect
Consumer level Employee level
Education Effect
Literacy Level
Earning potential Communication
Literacy Level
Earning potential Communication
Literacy Level
Religion
Family
Education Time
Language
Monochronic cultures
Polychronic cultures
Religion
Family
Education Time
Language
Les Jeunes Gens qui traversent les dimensions en portant des lunettes de soleil
The Young People Who Traverse Dimensions While
Wearing Sunglasses
Form of Address
Context of Language
Low-context Cultures
High-context Cultures
Body Language
Language
Barrier
Exam question
8
Hofstede Measures of Culture
Hofstede Measures of Culture
Power Distance Individualism-Collectivism Masculinity-Femininity Uncertainty Avoidance
Hofstede Measures of Culture
Power Distance Individualism-Collectivism Masculinity-Femininity Uncertainty Avoidance
Hofstede Measures of Culture
Power Distance Individualism-Collectivism Masculinity-Femininity Uncertainty Avoidance
Hofstede Measures of Culture
Power Distance Individualism-Collectivism Masculinity-Femininity Uncertainty Avoidance
Hofstede Measures of Culture