Cross-cultural and sex differences in the Emotional Skills ...
Chapter 12: Culture & Cross-Cultural Differences
-
Upload
madie-chua -
Category
Documents
-
view
234 -
download
1
Transcript of Chapter 12: Culture & Cross-Cultural Differences
-
7/27/2019 Chapter 12: Culture & Cross-Cultural Differences
1/26
Chapter 12
Cultural and Cross-CulturalInfluences
-
7/27/2019 Chapter 12: Culture & Cross-Cultural Differences
2/26
Culture
Mental frames and meanings sharedby most
people in a social group
Common perspectives
Typical cognitions (beliefs)
Affective reactions
Patterns of behavior
Each society = Cultural Distinctions
-
7/27/2019 Chapter 12: Culture & Cross-Cultural Differences
3/26
Analyzing Culture
Analyzed at different levels Can be shared among people in any size
Subculture = meanings shared by smaller groups
Concept ofshared/common meaning = important
Cultural meaning = close enough meanings treated
as shared/common
Cultural meanings created by people Government, religious groups, educational groups,
business firms
-
7/27/2019 Chapter 12: Culture & Cross-Cultural Differences
4/26
Cultural meanings are constantly in motion
Analyzing Culture
Social groups differ in amount of freedom
to adopt cultural meanings North American and European societies
China, India, Saudi Arabia
-
7/27/2019 Chapter 12: Culture & Cross-Cultural Differences
5/26
Two Perspectives for
Understanding Culture Content of culture
Culture as process
-
7/27/2019 Chapter 12: Culture & Cross-Cultural Differences
6/26
Content of Culture
Consists of beliefs, attitudes, goals, values,
behavior, rules, customs and norms
Social and physical environment, major socialinstitutions, and typical physical objects
Goal = understand the shared meanings in POVof consumers
Example: affective responses for raising of flag (patriotic feelings), 50%off sale (interest/excitement), being late for appointment (anxiety orguilt), shaking of hands (friendliness)/ bow or kiss,
-
7/27/2019 Chapter 12: Culture & Cross-Cultural Differences
7/26
Social environment can have rich culturalmeanings
- cultural meanings of shopping (self-service
discount store/ upscale dept. attentive salesservice)
Physical and material environment
- Cultural meaning = landscape, buildings,weather, specific products- ex. Wedding rings, cars
-
7/27/2019 Chapter 12: Culture & Cross-Cultural Differences
8/26
Marketing strategies must be sensitive
to cultural meanings
Downs Syndrome U.S. Mcdonalds ad
Americans = tear-jerker
Booed at in Intl. Adv. Film Festival in Cannes
British = self-deprecating humor
French = stylish & indirect appeal
Japanese = affective > cognition notunderstood by foreigners
Pricing/ distribution = sale negative response
Understand cultural meanings of products and
brands
-
7/27/2019 Chapter 12: Culture & Cross-Cultural Differences
9/26
Measuring Content of Culture
Surveys, interviews, focus groups = not enough to show howconsumers perceive
Content analysis = historical record of print
advertisements Ethnographic fieldwork = records everything | direct
observations, interviews and audio/video recordings
Measures of values = dominant cultural values of society
Means-end Chain = connection between consumer andproductAttributes, Consequences, Core Values (abstract end goals
people try to achieve)
-
7/27/2019 Chapter 12: Culture & Cross-Cultural Differences
10/26
-
7/27/2019 Chapter 12: Culture & Cross-Cultural Differences
11/26
Changes in cultural values can be
good or bad
BMW 80s early 90s late 90s
Healthy food = opportunity
Change in culture = change in behavior
-
7/27/2019 Chapter 12: Culture & Cross-Cultural Differences
12/26
Culture as
a Process
-
7/27/2019 Chapter 12: Culture & Cross-Cultural Differences
13/26
First, marketing strategies are designed tomove cultural meanings from the physical andsocial environments into products and
services in an attempt to make them attractiveto consumers.
Second, consumers actively seek to acquirethese cultural meanings in products toestablish a desirable personal identity or self-concept.
-
7/27/2019 Chapter 12: Culture & Cross-Cultural Differences
14/26
Advertising
Symbol
Pricing
Distribution
Product Design
Reporters, Opinion leaders,
celebrities, leaders
Govt agencies: BFAD, ISO
-
7/27/2019 Chapter 12: Culture & Cross-Cultural Differences
15/26
Products, stores and brands
Makes cultural meaning
tangible/visible and communicates
to othersPersonal meanings
self-relevance w/ product
-
7/27/2019 Chapter 12: Culture & Cross-Cultural Differences
16/26
Purchase, search, bargaining,
bidding
Possessing ritual, Product nurturing
ritual, Personalizing ritual
Giving gifts
Personal care and beauty products
Removing meaning from products
-
7/27/2019 Chapter 12: Culture & Cross-Cultural Differences
17/26
Establish self-identities and
communicating to others
Consumer-product relationship
-
7/27/2019 Chapter 12: Culture & Cross-Cultural Differences
18/26
Continuous and reciprocal
movement of meaningbetween the overall cultural
environment, organizations
and individuals of society
Intentionally create new
cultural meanings
Automatic from daily activities
-
7/27/2019 Chapter 12: Culture & Cross-Cultural Differences
19/26
Marketing Implications
Managing Cultural Meaning
Identify brand meanings
Monitor changes in meanings
Means-end analysis ZMET interviews
Maintain positive/create new brand meanings
Follow cultural process
Marketing strategies influence overall culturalenvironment
Billboards, media ads, signs
-
7/27/2019 Chapter 12: Culture & Cross-Cultural Differences
20/26
Celebrity Endorsers in Ads
Celebrities = cultural objects with specific
cultural meanings
Lebron James = Nike Philippines
Sara Jessica Parker = SM Aura
-
7/27/2019 Chapter 12: Culture & Cross-Cultural Differences
21/26
Helping Consumers Obtain
Cultural Meanings
Devise rituals to transfer cultural meanings
Louis Vuitton Fine dining restaurant
-
7/27/2019 Chapter 12: Culture & Cross-Cultural Differences
22/26
Cross-Cultural Influences
U.S. Film = 50% revenue from foreign market
Cross-cultural differences
Differences in Consumption Culture First world = strong consumption activity
Third world = growing for middle class
Self-Concept American VS JapaneseSimilar Cross-Cultural Changes
Women (social role)
-
7/27/2019 Chapter 12: Culture & Cross-Cultural Differences
23/26
Cross-Cultural Influences
Cross-Cultural DifferencesMaterialism
importance a consumer attaches to worldly
possessions Possessiveness, envy, non-generosity
Possessions = symbol of success | source of happiness
Americans & Europeans
Marketing Implications
Sensitivity and high tolerance
Have similar consumer-product relationships
World = Americanized culture
-
7/27/2019 Chapter 12: Culture & Cross-Cultural Differences
24/26
Developing International
Marketing Strategies
Cross-cultural difference: language
Coca-Cola Chinese: bite the wax
tadpole
American MotorsMatador Spanish: killer
Ford Motor Company
Caliente Spanish: streetwalker
Sunbeam Corporation
Mist-Stick German: manure wand
-
7/27/2019 Chapter 12: Culture & Cross-Cultural Differences
25/26
Approach 1: Adapt marketing strategy to culture
Approach 2: Standardize marketing strategyacross variety of culture (aka Global Marketing)
Approach 3: Use a marketing strategy to changethe culture
Developing International
Marketing Strategies
-
7/27/2019 Chapter 12: Culture & Cross-Cultural Differences
26/26
End
Yey!