Social and cultural environments

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Social and Cultural Environments © 2005 Prentice Hall 4-1

Transcript of Social and cultural environments

Page 1: Social and cultural environments

Social and Cultural Environments

© 2005 Prentice Hall 4-1

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Task of Global MarketersStudy and understand the country cultures in which they will be doing business

Incorporate this understanding into the marketing planning process

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Marketing ImplicationsEnvironmental Sensitivity reflects the extent

to which products must be adapted to the culture-specific needs of different national markets

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Society, Culture, and Global Consumer CultureCulture – Ways of living, built up by a group of

human beings, that are transmitted from one generation to another

Culture is acted out in social institutionsCulture has both conscious and unconscious

values, ideas and attitudesCulture is both material and nonmaterialGlobal consumer cultures are emerging

Persons who share meaningful sets of consumption-related symbols

Pop culture; coffee culture; fast-food culture© 2005 Prentice Hall 4-4

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Social InstitutionsFamilyEducationReligionGovernmentBusinessThese institutions function to reinforce

cultural norms

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Material and NonmaterialPhysical components

of cultureObjectsArtifacts

ClothingToolsPicturesHomes

Subjective or abstract cultureReligionPerceptionsAttitudesBeliefsValues

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Attitudes, Beliefs and ValuesAttitudes - learned tendency to respond in

a consistent way to a given object or entityBelief - an organized pattern of knowledge

that an individual holds to be true about the world

Value - enduring belief or feeling that a specific mode of conduct is personally or socially preferable to another mode of conduct

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ReligionReligion is one

important source of society’s beliefs,

attitudes, and values. The world’s

major religions include: Buddhism, Hinduism, Islam,

Judaism, and Christianity.

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AestheticsThe sense of what is

beautiful and what is not beautiful

What represents good taste as opposed to tastelessness or even obscenity

Visual – embodied in the color or shape of a product, label, or package

Styles – various degrees of complexity, for example are perceived differently around the world

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Aesthetics and ColorWhat do you

associate with Red?

Active, hot, vibrantWeddings in some

Asian culturesPoorly received in

African countries

With white?

Purity, cleanlinessDeath in parts of

Asia

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Dietary PreferencesWould you eat…..

Reindeer (Finland)Rabbit (France)Rice, soup, and grilled fish for breakfast

(Japan)Kimchi - KoreaBlood sausage (Germany)

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Language and CommunicationLinguistic Category Language Example

Syntax English has relatively fixed word order; Russian has relatively free word order

Semantics Japanese words convey nuances of feeling for which other languages lack exact correlations; ‘yes’ and ‘no’ can be interpreted differently than in other languages.

Phonology Japanese does not distinguish between the sounds ‘l’ and ‘r’; English and Russian both have ‘l’ and ‘r’ sounds.

Morphology Russian is a highly inflected language, with six different case endings for nouns and adjectives; English ahs fewer inflections.

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Language and CommunicationVerbal CuesNonverbal cues or body language

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Marketing’s Impact on CultureUniversal aspects of the cultural environment

represent opportunities to standardize elements of a marketing program

Improved communications have contributed to a convergence of tastes and preferences in a number of product categories

Movement has 70,000 members in 35 countries“Slow food is about the idea that things should

not taste the same everywhere.”

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High- and Low-Context CulturesHigh Context

Information resides in context

Emphasis on background, basic values

Less emphasis on legal paperwork

Focus on personal reputation

Saudi Arabia, Japan

Low ContextMessages are explicit

and specificWords carry all

informationReliance on legal

paperworkFocus on non-personal

documentation of credibility

Switzerland, US, Germany

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High- and Low-Context CulturesFactor/

DimensionHigh Context Low Context

Lawyers Less Important Very Important

A person’s word Is his/her bond Not reliable – get it in writing

Responsibility forOrganizational error

Taken by highest level Pushed to the lowest level

Space People breathe on each other

Private space maintained

Time Polychronic Monochronic

Competitive Bidding

Infrequent Common

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Hofstede’s Cultural TypologyResearch studies of social values suggesting that the

cultures of different nations can be compared in terms of five dimensions.

Three of the dimensions refer to expected social behavior, the fourth dimension is concerned with “man’s search for Truth,” and a fifth reflects the importance of time.

Power DistanceIndividualism / CollectivismMasculinityUncertainty AvoidanceLong-term Orientation

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Self-Reference Criterion and PerceptionUnconscious reference to one’s own

cultural values; creates cultural myopiaHow to Reduce Cultural Myopia:

Define the problem or goal in terms of home country cultural traits

Define the problem in terms of host-country cultural traits; make no value judgments

Isolate the SRC influence and examine itRedefine the problem without the SRC

influence and solve

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Environmental Sensitivity

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Diffusion TheoryThe Adoption ProcessCharacteristics of InnovationsCategories of Adopters

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The Adoption ProcessThe mental stages through which an individual

passes from the time of his or her first knowledge of an innovation to the time of product adoption or purchaseAwareness InterestEvaluationTrialAdoption

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Characteristics of InnovationsInnovation is something new, five factors that

affect the rate at which innovations are adopted includeRelative advantageCompatibilityComplexityDivisibilityCommunicability

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Categories of AdoptersClassifications of individuals within a

market on the basis of their innovativeness.

Five categoriesInnovatorsEarly AdoptersEarly majorityLate majorityLaggards

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Categories of Adopters

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THANK YOU!

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