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Comercio Internacional
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INTERNATIONAL MARKETING
JUAN CONDE REVUELTADEPARTAMENTO COMERCIO INTERNACIONAL
IES LUIS BUÑUEL (PARIS)UNIT 6
1.DEFINING THE CONCEPT OF CULTURE
2.ELEMENTS OF CULTURE
1.CULTURAL CHANGE AND MARKETING
UNIT 6: CULTURAL DIFFERENCES ON INTERNATIONAL CULTURAL DIFFERENCES ON INTERNATIONAL MARKETINGMARKETING
1. DEFINING THE CONCEPT OF CULTURE
CULTURECULTURE
THE CONTINUOUSLY EVOLVING TOTALITY OF LEARNED AND SHARED MEANINGS, RITUALS, NORMS AND TRADITIONS AMONG THE MEMBERS OF AN ORGANIZATION OR SOCIETY.
CULTURAL VALUES / TYPES:ENCULTURATION: THE PROCESS BY WHICH INDIVIDUALS LEARN THE BELIEFS AND BEHAVIOURS ENDORSED BY THEIR OWN CULTURE
ACCULTURATION: THE ACT OF LEARNING A NEW CULTURE; ENCOMPASSES INTERCULTURAL INTERACTION AND ADAPTATION
ASSIMILATION: THE ACT OF ABANDONING ALL HOME-COUNTRY TRADITIONS WHILE LEARNING A NEW CULTURE.
UNIT 6. CULTURAL INFLUENCES ON INTERNATIONAL MARKETING
1. DEFINING THE CONCEPT OF CULTURE
QUESTIONQUESTION
AFTER VISUALISING THE ADVERTS, ANSWER THE FOLLOWING QUESTIONS:
WHAT KIND OF CULTURE TYPE ARE THEY DEALING WITH?
WHAT KIND OF MARKETING STRATEGIES ARE THEY FOCUSING ON?
CAN YOU THINK OF ANOTHER ADVERTISING CAMPAIGN WHERE THE EMPHASIS IS PUT ON THE CULTURAL DIFFERENCES?
UNIT 6. CULTURAL INFLUENCES ON INTERNATIONAL MARKETING
2. ELEMENTS OF CULTURE
MAIN ELEMENTSMAIN ELEMENTS
LANGUAGENONVERBAL COMMUNICATIONRELIGIONCULTURAL VALUESCULTURAL NORMSNATIONAL/ REGIONAL CHARACTER
UNIT 6. CULTURAL INFLUENCES ON INTERNATIONAL MARKETING
2. ELEMENTS OF CULTURE
MAIN ELEMENTSMAIN ELEMENTS
LANGUAGECONTEXT
SPOKEN AND WRITTEN LANGUAGEREGISTERIDIOMATIC EXPRESSIONSIDIOLECT/ DIALECT
UNIT 6. CULTURAL INFLUENCES ON INTERNATIONAL MARKETING
2. ELEMENTS OF CULTURE
MAIN ELEMENTSMAIN ELEMENTS
NONVERBAL COMMUNICATION: ALL COMMUNICATION THAT IS NOT WRITTEN OR SPOKEN.
BODY LANGUAGE AND POSTURES GESTURES AND FACIAL EXPRESSIONSSILENCE MANAGEMENTPROXEMICS: THE AMOUNT OF PHYSICAL SPACE TO FEEL CONFORTABLE IN THE PROCESS OF COMMUNICATIONOCULESICS: THE USE OF AVOIDANCE OF EYE CONTACT DURING COMMUNICATIONCHRONEMICS: THE TIMING OF VERBAL EXCHANGESHAPTICS: THE USE OF TOUCH WHILE CONVERSINGPARALINGUISTICS: INTONATION, ACCENTS AND THE QUALITY OF VOICE.APPEARANCE AND CLOTHING
UNIT 6. CULTURAL INFLUENCES ON INTERNATIONAL MARKETING
2. ELEMENTS OF CULTURE
MAIN ELEMENTSMAIN ELEMENTS
RELIGIONCHRISTIANITY
PROTESTANT RELIGION (HARD WORK AND FRUGALITY)CATHOLICISM
JUDAISM (EDUCATION AND INDUSTRIAL DEVELOPMENT)ISLAM ( “ GENDER ROLES”)HINDU RELIGION (FAMILY ORIENTATION AND DIETARY CONSTRAINTS)BUDDHISM ( AVOIDANCE OF WORLDLY DESIRE)
UNIT 6. CULTURAL INFLUENCES ON INTERNATIONAL MARKETING
2. ELEMENTS OF CULTURE
MAIN ELEMENTSMAIN ELEMENTS
CULTURAL NORMSIMPERATIVESEXCLUSIVES
NATIONAL/ REGIONAL CHARACTERTIME ORIENTATIONBUSINESS HOURS AND BUSINESS DAYSGIFT GIVINGSOCIALIZINGGENDER ROLESSTATUS CONCERNCOLLECTIVISM VS INDIVIDUALISMPOWER DISTANCE MASCULINITY VS FEMINITY
UNIT 6. CULTURAL INFLUENCES ON INTERNATIONAL MARKETING
2. ELEMENTS OF CULTURE
PRACTICEPRACTICE
VISIT THE WEBSITE ENGLISH CENTRAL
HTTP://ES.ENGLISHCENTRAL.COM/MYENGLISH
CHOOSE A VIDEO ABOUT CULTURAL DIFFERENCES. VISUALIZE IT AND DO THE ACTIVITIES. THEN PRACTICE YOUR PRONUNCIATION SKILLS.
UNIT 6. CULTURAL INFLUENCES ON INTERNATIONAL MARKETING
2. ELEMENTS OF CULTURE
PRACTICEPRACTICE
DOUBLE CHECK THE VIDEOS AND THE PRESENTATIONS. THEN BUILD UP YOUR OWN PRESENTATION. CHOOSE A COUNTRY FROM THE LIST BELOW:
A MIDDLE EAST COUNTRYCHINARUSSIAALGERIARWANDAMEXICOCANADAINDIA
UNIT 6. CULTURAL INFLUENCES ON INTERNATIONAL MARKETING
3. CULTURAL CHANGE AND MARKETING
MAIN TRAITSMAIN TRAITS
TO APPEAL EFFICIENTLY TO A NEW MARKET:
RESEARCH THE PRESENT AND POSSIBLE SYMBOLIC ELEMENTS AND CULTURAL MEANINGS IN CONSUMERS’ LIVESIDENTIFY CULTURAL MEANINGSDESIGN THE PRODUCT AND PACKAGING ACCORDINGLYDESIGN THE MARKETING CAMPAIGN USING SYMBOLIC ELEMENTS THAT CARRY CULTURAL MEANINGS.
UNIT 6. CULTURAL INFLUENCES ON INTERNATIONAL MARKETING
3. CULTURAL CHANGE AND MARKETING
MAIN TRAITSMAIN TRAITS
WHEN INTERPRETING CULTURAL PHENOMENA IN OTHER COUNTRIES, MARKETERS MUST AVOID THE UNCONSCIOUS REFERENCE TO THEIR OWN VALUE SYSTEMS (SELF-REFERENCE CRITERION)
DEFINE THE MARKETING PROBLEM IN TERMS OF ONE’S HOME COUNTRY’S CULTURAL TRAITS, NORMS AND VALUES.
ISOLATE THE SELF-REFERENCE CRITERION
FAST FOOD MEANING IN USA AND FRANCE?
UNIT 6. CULTURAL INFLUENCES ON INTERNATIONAL MARKETING
3. CULTURAL CHANGE AND MARKETING
MAIN TRAITSMAIN TRAITS
ETHNOCETRISM: A BELIEF THAT A PARTICULAR CULTURE IS SUPERIOR TO ANOTHER AND THEREFORE THE STRATEGIES IN THE HOME COUNTRY WILL WORK JUST AS WELL ABROAD.
CONSUMER ETHNOCENTRISM
UNIT 6. CULTURAL INFLUENCES ON INTERNATIONAL MARKETING
3. CULTURAL CHANGE AND MARKETING
MAIN TRAITSMAIN TRAITS
GLOBAL CONSUMER CULTURE POSITIONING: MARKETING PROGRAMS APPEALING TO INDIVIDUALS WHO WANT TO BE PART OF A GLOBAL CONSUMER CULTURE BY PURCHASING A BRAND THAT IS A SYMBOL OF THAT CULTURE.
PHILIPS SLOGAN: LET’S MAKE THINGS BETTER
EXTENSIVE USE OF ENGLISH AS MODERNISM AND INTERNATIONALISM TO MANY CONSUMERS
UNIT 6. CULTURAL INFLUENCES ON INTERNATIONAL MARKETING
3. CULTURAL CHANGE AND MARKETING
MAIN TRAITSMAIN TRAITS
LOCAL CONSUMER CULTURE POSITIONING: POSITIONING THAT ASSOCIATES THE BRAND WITH LOCAL CULTURE AND PORTRAYED AS CONSUMED BY LOCALS AND DEPICTED AS LOCALLY PRODUCED FOR LOCAL PEOPLE
FOREIGN CONSUMER CULTURE POSITIONING: THE POSITIONING OF A PARTICULAR BRAND AS SYMBOLIC OF A DESIRED FOREIGN CULTURE
EX: IN JAPAN COCA COLA SHOWS YOUNG JAPANESE DRIVING ON AMERICAN ROADS.
UNIT 6. CULTURAL INFLUENCES ON INTERNATIONAL MARKETING
1. DEFINING THE CONCEPT OF CULTURE
PRACTICEPRACTICE
FIND THREE DIFFERENT EXAMPLES OF COMMUNICATION CAMPAIGN:
GLOBAL COSUMER CULTURE POSITIONINGLOCAL CONSUMER CULTURE POSITIONINGFOREIGN CONSUMERE CULTURE POSITIONING
UNIT 6. CULTURAL INFLUENCES ON INTERNATIONAL MARKETING
1. DEFINING THE CONCEPT OF CULTURE
PRACTICE: CROSS-CULTURAL DIFFERENCESPRACTICE: CROSS-CULTURAL DIFFERENCES
READ THE TEXT. THEN, TALK IN GROUPS ABOUT THE WAY THEY FAILED WHEN DOING BUSINESS ABROAD. WHAT HAPPENED? (PHOTOCOPY)
EXAMPLE 1: LANGUAGE ISSUESEXAMPLE 2: RESPECT AND HIERARCHYEXAMPLE 3:RELIGIOUS IMAGES, ETC.
UNIT 6. CULTURAL INFLUENCES ON INTERNATIONAL MARKETING