what is culture? a tapestry; the total range of activities and people. the combination of learned...
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What is culture?
• A tapestry; the total range of activities and people.
• the combination of learned meanings, values, norms and customs shared by a society
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How do we get culture?
• It’s learned; socialization
• Social learning norms
Norms
Reinforcement
Consumption patterns
Values
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Copyright Atomic Dog Publishing, 2002Copyright Atomic Dog Publishing, 2002
Learning Culture
Acculturation – adapting to a new culture; requires learning.
• Factual Knowledge
• Interpretive Knowledge – nuance, context
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Copyright Atomic Dog Publishing, 2002Copyright Atomic Dog Publishing, 2002
Cultural Norms
Norms – rules that dictate what is right or wrong, acceptable or unacceptable
Imperatives – what must be done. Exclusives – what cannot be done.
- Nike in China
Adiaphoras – what could be done, but isn’t necessary.
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Copyright Atomic Dog Publishing, 2002Copyright Atomic Dog Publishing, 2002
• Low-Context cultures: What is said is precisely what is meant
• High-Context cultures: The context of the message is more meaningful: the message source his or her standing in society or in the
negotiating group level of expertise tone of voice body language
High vs. Low Context Cultures
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National/Regional Character
• Time Orientation• Management outlook• Level of Authority• Status Concern• Socializing• Gender Roles• Materialism• Communication
Different cultures have different approaches to these concepts.
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Copyright Atomic Dog Publishing, 2002Copyright Atomic Dog Publishing, 2002
Elements of Culture
Language• verbal• non-verbalReligion & Belief systemsValues and Attitudes
Manners and CustomsMaterial ElementsAestheticsEducationSocial Institutions
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Religion and Its Impact on Marketing Practice
• Protestant Religion – stresses hard work and frugality
• Judaism – stresses education and development• Islam – focus on rules for social interaction • Hinduism – encourages family orientation and
dictates strict dietary constraints• Buddhism – stresses sufferance and avoidance
of worldly desires
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Copyright Atomic Dog Publishing, 2002Copyright Atomic Dog Publishing, 2002
Key Questions about culture
• What type of need (if any) does the product fill in the culture?
• How do cultural values/norms influence product: Purchase Ownership Consumption/use Disposal
• How homogenous is the country with respect to culture?
• What aspects of culture have implications for business relationships, contracts, negotiations?