THE CULTURAL THE CULTURAL ENVIRONMENTENVIRONMENT

OverviewOverview

Developing marketing Developing marketing activities in harmony with the activities in harmony with the local culture can mean the local culture can mean the difference between success difference between success and failure in a marketand failure in a market

Characteristics of Culture - Characteristics of Culture - What They All Have in What They All Have in

CommonCommon

Culture Is Prescriptive -Defines What Is Culture Is Prescriptive -Defines What Is AcceptableAcceptable

Culture Is Learned - not GeneticCulture Is Learned - not Genetic Culture is Dynamic - An Interactive Culture is Dynamic - An Interactive

Relationship Between Behavior and Relationship Between Behavior and CultureCulture

Culture Is Subjective - Meanings Vary by Culture Is Subjective - Meanings Vary by CultureCulture

Low-Context and High-Context Low-Context and High-Context Cultures - Verbal And Nonverbal Cultures - Verbal And Nonverbal Messages Determine meaningMessages Determine meaning

Low-Context Cultures - What Is Said Is Low-Context Cultures - What Is Said Is More Important Than How or Where It More Important Than How or Where It Is SaidIs Said

1.1. U.S.U.S.

2.2. GermanyGermany

High-Context cultures - What Is Said High-Context cultures - What Is Said and How or Where It is Said Are and How or Where It is Said Are SignificantSignificant

1.1. AsiaAsia

2.2. Latin AmericaLatin America

3.3. Middle EastMiddle East

Monochronic and Polychronc Monochronic and Polychronc Cultures - Hall and HallCultures - Hall and Hall

MonochronicMonochronic1.1. Linear information processingLinear information processing

2.2. Focus on one thing at a timeFocus on one thing at a time

3.3. Hold to rigid schedulesHold to rigid schedules

PolychronicPolychronic1.1. Work on several tasks at a timeWork on several tasks at a time

2.2. Human transactions are importantHuman transactions are important

Culture and Verbal Culture and Verbal Communications - Communications -

Understanding Through Understanding Through languagelanguage

One Language - English -Meaning One Language - English -Meaning can Vary by Countrycan Vary by Country

Using Language to Interpret the Using Language to Interpret the WorldWorld

What Works Here May Not Work What Works Here May Not Work ThereThere

Culture and Nonverbal Culture and Nonverbal Communication - Can Actions Communication - Can Actions

Speak Louder Than Words?Speak Louder Than Words?

Perception of Time Affects the Perception of Time Affects the Quality of Marketing InteractionsQuality of Marketing Interactions

1.1. For some, time is linear and fixedFor some, time is linear and fixed

2.2. For others, time is on a continuumFor others, time is on a continuum

Perception of Space Influences Perception of Space Influences Business DecisionsBusiness Decisions

1.1. Product size Product size

2.2. Retail store layout Retail store layout

3.3. Office designOffice design

4.4. Feng ShuiFeng Shui

Culture and Nonverbal Culture and Nonverbal Communication - Can Actions Communication - Can Actions Speak Louder Than Words ?Speak Louder Than Words ?

Symbols Are Communication Symbols Are Communication ShorthandShorthand

1.1. Colors convey symbolic meaningColors convey symbolic meaning

2.2. Numbers - lucky or unluckyNumbers - lucky or unlucky

3.3. Products - luxury or necessaryProducts - luxury or necessary

Negotiations - Sometimes a Negotiations - Sometimes a Handshake Seals the Deal Handshake Seals the Deal

Gift GivingGift Giving

Self-Reference Criterion - Self-Reference Criterion - Unconscious Reference to Unconscious Reference to One’s Own Cultural ValuesOne’s Own Cultural Values

Lee’s Four-Step Process to Avoid Lee’s Four-Step Process to Avoid Self-Reference MistakesSelf-Reference Mistakes

1.1. Define goal in terms of own cultural traitsDefine goal in terms of own cultural traits

2.2. Define goal in terms of foreign cultural traitsDefine goal in terms of foreign cultural traits

3.3. Isolate SRC influence and anticipate the Isolate SRC influence and anticipate the complicationscomplications

4.4. Redefine problem without SRC influence and find Redefine problem without SRC influence and find solutionsolution

Multicultural Training Programs to Multicultural Training Programs to Improve Cross-Cultural InteractionsImprove Cross-Cultural Interactions

Understanding Cultural Understanding Cultural Universals Can Help Universals Can Help Marketers Develop Marketers Develop effective Product effective Product

StrategiesStrategies

Thank you!Thank you!