Upload
orenile
View
485
Download
0
Embed Size (px)
Citation preview
3Cultural and Social Forces
Chapter Overview
Defining culture• Religion• The family• Education• Attitudes toward time• The Hofstede measures of culture• Language and communication• Social Relationships• Overcoming the language barrier• Adapting to cultural differences
What’s Wrong With This Picture?
• In some ways, there is a cultural fit– Demand for books about hope, self-esteem
and common social ills, like teen pregnancy, divorce, coping with AIDS
Chicken Soup for the African Soul
Kenyans Seek Answers to Problems in U.S. Self-Help Books
Chicken Soup for the African Soul (cont.)
• But cultural differences cause much to be “lost in translation”– Books about family issues take for granted a small,
nuclear family not the normative large, extended families of Kenya
– How-to-get-a-marriage-proposal books are not necessary in an arranged-marriage context
– Kenyans, who associate physical heaviness with wealth and happiness, can’t understand why Americans worry about putting on weight and why some suffer from eating disorders
Culture
• Culture encompasses the entire heritage of a society:1. Traditions2. Morals3. Habits4. Religion5. Art6. Social systems7. Language
Culture Defined
Culture is the collective programming of the mind that distinguishes the members of one category of people from another.
--Geert Hofstede
Cultural Analysis
Layers of Culture
• National• Regional and/or ethnic and/or religious
and/or linguistic• Gender• Generation• Social class• Organization or corporate
• Shaping: Good analogy of culture– a “tree” is a product of its environmental conditions– uprooting can result in “transplant shock”
• Subjectivity of culture– hygiene– affection– time– space
• Danger of stereotyping/generalization– culture is an “average” response but there is also a “variance”– must always allow for individual difference
• Importance of language and communication pattern
• Must maintain curiosity– about one’s own culture: self-reference criterion– about other cultures as to “why” they behave differently
Videotape on Culture
Three Dimensions of Culture
IDEAS NORMS MATERIAL CULTURE
McDonaldsUSA
McDonaldsSaudi Arabia
“When we go out to eat, which of us wants to go through the cumbersome process of trying to insert the food into our mouths by lifting the veil a crack, smearing ketchup and sauce over our clothes and faces? We appreciate our own eating sections, which most restaurants have, not just McDonald's, because we can be comfortable there without men glimpsing our faces.”
-- Susan Aykurt, Woman living in Saudi Arabia
Cultural Influences on Buyer Behavior
Culture Clash
WesternOrthodoxConfucianIslamic
HinduLatin AmericanAfricanBuddhist
Will future conflicts occur between cultures not countries?
© P
hoto
Dis
c Eu
rope
Or will increasing interaction among cultures lead to cross-stimulation and
creative change?
© Corbis, Pacific Rim
Religion and Marketing
• Western religions– Gift-giving and Christmas
• December 25 or December 6?
– Kosher in Israel• Elite chocolate targets the Orthodox
– Buying matzo: tradition versus price?
Christmas as a Global Phenomenon
• China– Bars charge $25 for entrance on Christmas
Eve, hotels charge $180 for a Christmas function
• Turkey– Children stand in line in shopping centers,
waiting to sit on Santa’s lap and ask him for gifts
– Stores sell Santa suits and statues
• NPR's Beijing Correspondent Rob Gifford reports on how China is embracing the concept of Valentine's Day. With the economic reforms of the mid 1980s and contact with the West, romance in China has been transformed. Approximately 1.3 billion Chinese are among those celebrating Valentine's Day. http://www.npr.org/templates/story/story.php?storyId=1
070328
NPR Segment: Chinese Valentine’s Day
Marketing and Islam
• An important cultural force in the Middle East, Asia, and Africa– Coke’s Malaysian
Ramadan commercial 20 countries
• Islam– Forbids interest– Encourages modest dress– Requires food to be halal
• No alcohol or pork products• Adhere to ritual cleanliness• Halal certification
AP Im
ages
Ramadan Takes on a New Look
• Ramadan celebration norms in Jordan have been influenced by Christmas celebration norms common in the West– Crescent and star lights– Ramadan cards– Tents set up in restaurants for Ramadan parties– Companies have special Ramadan promotions
Marketing and Eastern Religions
• Hinduism and Buddhism– Vegetarians
• Shinto – Prayers open the first
Starbucks abroad (Tokyo)
The Family
• Nuclear families– Household sizes down in U.S. and Europe
• Extended families– More important in developing world – The importance of the Chinese clan
• Male-female roles– House cleaning in Japan
Percent Female Population in Labor Force
Beyond the Family…
• High-trust versus low-trust societies
In many countries, such asTurkey, the traditionaland modern coexist—presenting marketers withboth challenges andopportunities.
Education
• Levels of participation• Impact on consumers
and employees
© Corbis, Pacific Rim
Adult Illiteracy Rates for Selected Countries (in Percentages)
Attitudes Toward Time
• Monochronic versus polychronic• Temporal orientations
– Past orientation• Europe and Middle East
– Present orientation• Mexico
– Future orientation• USA
• Work and leisure time© Corbis, Pacific Rim
• For past 25 years, German unions successfully push for shorter work week– German labor costs have become highest in the
world– As a result, many companies have left Germany
for lower-labor-cost countries
Will German workers decide to extend the work week for the same pay to lower
German labor costs like they have done in France?
Globalization and Work Hour Convergence?
Hofstede Measures of Culture
• Power distance• Individualism-collectivism• Masculinity-feminity• Uncertainty avoidance
Power Distance
• The extent to which less powerful members within a society accept that power is unevenly distributed
• High power distance societies– Children expected to be obedient to parents– Subordinates are less likely to contradict
bosses
Individualism-Collectivism
• The world is viewed as in-groups and out-groups
• Individuals are identified by group allegiance and role
• Groups are established, strong, and cohesive –You don’t just choose which group to join!– Non-group members may eventually become
“trusted” outsiders• Individualistic cultures are more open to
outsiders and foreign ideas
Masculinity- Femininity
• Masculinity is associated with assertiveness• Masculine societies value ambition,
competitiveness, and high earnings• Femininity is associated with modesty and
nurturing• Feminine societies are concerned with public
welfare and caring for the underdog
Uncertainty Avoidance
• The state of being uneasy or worried about what may happen in the future– Anxious in general
• Uncertainty avoidant societies– Don’t like ambiguity– Consider the different to be threatening– Tend to be better implementers than
innovators
Hofstede Scores Are Relative
• Compared to USA, Japan is collectivist– USA = 91 on Individualism– Japan = 46 on Individualism
• Compared to South Korea, Japan is individualistic– Japan = 46 on Individualism– South Korea = 18 on Individualism
Hofstede Scores
Country/region
Power distance
Individualism Masculinity Uncertainty avoidance
USA 40 91 62 46
Canada 39 80 52 48
United Kingdom
35 89 66 35
Country/region
Power distance
Individualism Masculinity Uncertainty avoidance
France 68 71 43 86
Germany 35 67 66 65
Hungary 46 80 88 82
Romania 90 30 42 90
Hofstede Scores (cont.)
Country/region
Power distance
Individualism Masculinity Uncertainty avoidance
Arab countries
80 38 53 68
Israel 13 54 47 81Mexico 70 46 53 68Chile 63 23 28 86
Hofstede Scores (cont.)
Power Distance and Individualism Dimensions
How can the Hofstede scores be useful?
What are the limitations of the Hofstede scores?
Cultural Paradox
• Japanese score higher than Americans on uncertainty avoidance
• BUT Americans incorporate every contingency into a business contract while the Japanese are more comfortable with ambiguous clauses
What Is Communication?
• Messages are encoded:– Nonverbally– Linguistically (diction, syntax)– Contextually
MessageEncoding
MessageDecoding
Official Languages of Selected Countries
Translation Challenges
• In Spanish, Colgate means “Go hang yourself.”• In German the word probe means test or rehearsal, so
buyers thought the Ford Probe was a used car.• In the U.K. Mars originally labeled Snickers as
Marathon so as not to be confused with knickers (woman’s underwear).
• In German, Puff tissues refer to a whorehouse.
Cross-Cultural Communication
• We are born embedded into cultural context
• Socialization in cultural context shapes managers’ worldviews, impacting beliefs, values, and behavior– Primary socialization– Secondary socialization– Tertiary socialization
Language and Communication
• Forms of address• Context of language
– Low-context cultures
– High-context cultures
• Showing emotion– Affective cultures– Neutral cultures
Noboru Hashimoto
The Importance of LanguageTranslations found in hotels across the world…
France“Please leave your values at the desk.”
Mexico“The manager has personally passed all the water served here.”
Japan“You are invited to take advantage of the chambermaid.”
Norway“Ladies are required not to have children at the bar.”
Greece“We will execute customers in strict rotation.”
Overcoming the Language Barrier
• Translating and translators
• Translation problems
• Which language to learn?
Dealing with Culture Shock
• Be culturally prepared• Be aware of local communication
complexities• Mix with host nationals• Be creative and experimental• Be culturally sensitive
Dealing with Culture Shock (cont)
• Recognize complexities in host cultures• See yourself as a culture bearer• Be patient, understanding, and accepting
of yourself and your hosts• Be realistic in your expectations• Accept the challenge of intercultural
experiences
Banning Barbie
Case Review• Why is Barbie popular in the Middle East?• Should Muslim countries ban Barbie?
Sacred Work, Sacred Leisure
Case Review• What cultural factors influence a society’s
attitudes toward work and leisure?• How can different attitudes towards leisure
affect the marketing of products?