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Cultural Dynamics in Assessing Global Markets. 4 - 2 Chapter Learning Objectives The importance of...
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Transcript of Cultural Dynamics in Assessing Global Markets. 4 - 2 Chapter Learning Objectives The importance of...
Cultural Dynamics in Assessing Global
Markets
4 - 2
Chapter Learning Objectives
• The importance of culture to an international marketer
• The origins and elements of culture• The impact of cultural borrowing• The strategy of planned change and its
consequences
4 - 5
Birthrates (per 1000 women)
• Insert Exhibit 4.1
4 - 6
Patterns of Consumption (annual per capita)
• Insert Exhibit 4.2
4 - 7
Consequences of Consumption
• Insert Exhibit 4.3
4 - 9
Origins, Elements, and Consequences of Culture
• Insert Exhibit 4.4
4 - 13
Hofstede’s Indexes, Language, and Linguistic Distance
• Insert Exhibit 4.5
4 - 14
Elements of Culture
• Cultural values- Individualism/Collectivism Index- Power Distance Index- Uncertainty Avoidance Index- Cultural Values and Consumer Behavior
• Rituals- Marriage- Funerals
4 - 15
Elements of Culture (cont’d)
• Symbols- Language
• Linguistic distance- Aesthetics as Symbols
• Insensitivity to aesthetic values can offend, create a negative impression, and, in general, render marketing efforts ineffective or even damaging.
• Beliefs- To make light of superstitions in other cultures when doing business
there can be an expensive mistake.
• Thought processes- Difference in perception
• Focus vs. Big-Picture
4 - 16
Metaphorical Journeys through 23 Nations
• Insert Exhibit 4.6
4 - 20
Cultural Change and It’s Impact
MTV Meets Mom in Mumbai!