Impact of Impact of Culture on Culture on

International International Marketing Marketing

Cultural Impact Cultural Impact

• Knowledge Knowledge – Factual or interpretive Factual or interpretive

• SensitivitySensitivity– Awareness – objective rather than subjective Awareness – objective rather than subjective – Evaluation of cultural assumptionsEvaluation of cultural assumptions

• Collectivism vs Individualism Collectivism vs Individualism

• Social ConventionsSocial Conventions– Particular to consumer goods i.e. eatingParticular to consumer goods i.e. eating

• Cognitive StylesCognitive Styles– Why do they buy? Why do they buy?

Elements of CultureElements of Culture

• Material Culture Material Culture – Technology (i.e ability to measure) Technology (i.e ability to measure) – Economics (i.e. needs and infrastructure) Economics (i.e. needs and infrastructure)

• Social Institutions Social Institutions – Educational, social and political institutions – how they link people Educational, social and political institutions – how they link people

together and how they influence societytogether and how they influence society

• Relations with the Universe Relations with the Universe – Religion Religion

• Aesthetics Aesthetics – Arts and architecture Arts and architecture

• Language Language

Expressions of CultureExpressions of Culture

SymbolsSymbols Dress, gestures, jargon etc Dress, gestures, jargon etc

HeroesHeroes Serve as models to emulateServe as models to emulate

Rituals Rituals Collective activities which are an essential Collective activities which are an essential

element of social activities element of social activities

http://www.youtube.com/watch?v=aP5jed6gQi0

http://www.youtube.com/watch?http://www.youtube.com/watch?v=I0AKSSAdsHQ&feature=related v=I0AKSSAdsHQ&feature=related

http://www.youtube.com/watch?http://www.youtube.com/watch?v=7HwHVK_a62Av=7HwHVK_a62A

http://www.youtube.com/watch?v=Gx3dPs2Q5mshttp://www.youtube.com/watch?v=Gx3dPs2Q5ms

http://www.youtube.com/watch?http://www.youtube.com/watch?v=3KxJasm3cxQ&feature=related v=3KxJasm3cxQ&feature=related

Levels at which Culture Levels at which Culture OperatesOperates

Na

Individual/ Behavior

National

Business/Industry Culture

Company Culture

Hofstede’s Index Hofstede’s Index

Power Distance = The Higher the number the Power Distance = The Higher the number the greater peoples acceptance of inequality greater peoples acceptance of inequality

Uncertainty = The lower the number the more likely Uncertainty = The lower the number the more likely they will take risks they will take risks

Individualism/Collectiveness = The higher the Individualism/Collectiveness = The higher the number the more individual the society and the number the more individual the society and the lower the number the more collective lower the number the more collective

Male/Feminism – The lower the number the more Male/Feminism – The lower the number the more ‘feminine’ the country- less focus on materialism ‘feminine’ the country- less focus on materialism and more on quality of lifeand more on quality of life

Long term/Short Term = The higher the number the Long term/Short Term = The higher the number the more long term vision and the more likely the more long term vision and the more likely the country will be into saving or investing in country will be into saving or investing in strategies. strategies.