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Social and Cultural Environments
© 2005 Prentice Hall 4-1
Task of Global MarketersStudy and understand the country cultures in which they will be doing business
Incorporate this understanding into the marketing planning process
© 2005 Prentice Hall 4-2
Marketing ImplicationsEnvironmental Sensitivity reflects the extent
to which products must be adapted to the culture-specific needs of different national markets
© 2005 Prentice Hall 4-3
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
Social InstitutionsFamilyEducationReligionGovernmentBusinessThese institutions function to reinforce
cultural norms
© 2005 Prentice Hall 4-5
Material and NonmaterialPhysical components
of cultureObjectsArtifacts
ClothingToolsPicturesHomes
Subjective or abstract cultureReligionPerceptionsAttitudesBeliefsValues
© 2005 Prentice Hall 4-6
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
© 2005 Prentice Hall 4-7
ReligionReligion is one
important source of society’s beliefs,
attitudes, and values. The world’s
major religions include: Buddhism, Hinduism, Islam,
Judaism, and Christianity.
© 2005 Prentice Hall 4-8
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
© 2005 Prentice Hall 4-9
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
© 2005 Prentice Hall 4-10
Return
Dietary PreferencesWould you eat…..
Reindeer (Finland)Rabbit (France)Rice, soup, and grilled fish for breakfast
(Japan)Kimchi - KoreaBlood sausage (Germany)
© 2005 Prentice Hall 4-11
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.
© 2005 Prentice Hall 4-12
Language and CommunicationVerbal CuesNonverbal cues or body language
© 2005 Prentice Hall 4-13
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.”
© 2005 Prentice Hall
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
© 2005 Prentice Hall 4-15
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
© 2005 Prentice Hall 4-16
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
© 2005 Prentice Hall 4-17
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
© 2005 Prentice Hall 4-18
Environmental Sensitivity
© 2005 Prentice Hall 4-19
Diffusion TheoryThe Adoption ProcessCharacteristics of InnovationsCategories of Adopters
© 2005 Prentice Hall 4-20
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
© 2005 Prentice Hall 4-21
Characteristics of InnovationsInnovation is something new, five factors that
affect the rate at which innovations are adopted includeRelative advantageCompatibilityComplexityDivisibilityCommunicability
© 2005 Prentice Hall 4-22
Categories of AdoptersClassifications of individuals within a
market on the basis of their innovativeness.
Five categoriesInnovatorsEarly AdoptersEarly majorityLate majorityLaggards
© 2005 Prentice Hall 4-23
Categories of Adopters
© 2005 Prentice Hall 4-24
Return
THANK YOU!
© 2005 Prentice Hall 4-25