Transcript Introduction to Global Marketing

Social and Cultural Environment
Chapter 3
Global Marketing
Tasks of the Global Marketers
• Study and understand the country
cultures in which they will be doing
business
• Incorporate this understanding into
the marketing planning process
Keegan and
Green, Chapter 4
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Conceptual Frameworks
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Hall’s high and low context cultures
Maslow’s hierarchy
Hofstede’s cultural typology
Self-reference criterion
Diffusion theory
Keegan and
Green, Chapter 4
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Culture
• Ways of living, built up by a group of human
beings, transmitted from one generation to
another
• Social institutions
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Family
Education
Religion
Government
Business
Keegan and
Green, Chapter 4
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Material vs. Nonmaterial Culture
• Physical components
of culture
– Objects
– Artifacts
• Clothing
• Tools
• Pictures
• Homes
Keegan and
Green, Chapter 4
• Subjective or abstract
culture
– Religion
– Perceptions
– Attitudes
– Beliefs
– Values
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Cultural Universals
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Athletics
Body adornment
Cooking
Courtship
Decorative arts
Education
Ethics
Property rights
Religious rituals
Keegan and
Green, Chapter 4
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Etiquette
Family feasting
Food taboos
Language
Marriage
Mealtime
Mourning
Music
Status differentiation
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Attitudes, Beliefs, Values
• Attitudes - learned tendency to respond in a
consistent way to a given object or entity
• Belief - 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
Keegan and
Green, Chapter 4
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Aesthetics and Color
• What do you associate
with Red?
• With white?
• Active, hot, vibrant
• Weddings in some
Asian cultures
• Poorly received in
African countries
• Purity, cleanliness
• Death in parts of Asia
Keegan and
Green, Chapter 4
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Dietary Preferences
• Would you eat…..
– Reindeer (Finland)
– Rabbit (France)
– Rice, soup, and grilled fish for breakfast
(Japan)
– Kimchi - Korea
– Blood sausage (Germany)
Keegan and
Green, Chapter 4
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Language and Communication
• Verbal Cues
• Nonverbal cues or body language
Keegan and
Green, Chapter 4
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Language and Communication
• Linguistic
Category
– Syntax
– Semantics
– Phonology
– Morphology
Keegan and
Green, Chapter 4
• Language Example
– English has fixed word order;
Russian has free word order
– Japanese words convey nuances
of feeling
– Japanese does not distinguish
between the sounds l and r;
English and Russian have both l
and r sounds
– Russian is highly inflected
compared to English
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High and Low Context Cultures
• High Context
– Information resides in
context
– Emphasis on
background, basic
values
– Less emphasis on legal
paperwork
– Focus on personal
reputation
• Saudi Arabia, Japan
Keegan and
Green, Chapter 4
• Low Context
– Messages are explicit
and specific
– Words carry all
information
– Reliance on legal
paperwork
– Focus on non-personal
documentation of
credibility
• Switzerland, US,
Germany
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Factors
High Context
Low Context
Lawyers
Less important
Very important
A person’s word
His or her bond
Still must “get it in writing”
Responsibility for
organizational error Accepted at
highest level
Pushed to lowest level
Space
Close
Private space maintained
Time
Polychronic
Monochronic
Negotiations
Lengthy
Proceed quickly
Competitive bidding Infrequent
Keegan and
Green, Chapter 4
Common
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Hofstede’s Cultural Typology
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Power Distance
Individualism / Collectivism
Masculinity
Uncertainty Avoidance
Long-term Orientation
Keegan and
Green, Chapter 4
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