Transcript Folie 1 - Arcor Magazin

The etic approach to cultures and its influence on marketing
 Pan cultural approach
 Comparing one culture with another
 Search for variables and constructs common to all societies (David
Luna, 2001)
 on micro level these variables are feeling, thinking and acting of people
 on macro level these variables are dimensions of cultures that are
similar to others
Kazembi Zatjirua * Alexander Fischer * Matthias Metzger * Marc Oback * Holger Ruban
Etic on a micro level (culture independed realities)
• Hierarchy of Needs (Maslow, A.)
• Motivation of purchase
• low-level needs before high-level needs
• ERG Theory (Alderfer, C.)
• Existence, Relatedness, Growth
• Levels of needs to be pursued simultaneously
• Acquired-Needs Theory (McClelland, D.)
• Individual‘s specific needs
• Achievement, Affiliation, Power
Kazembi Zatjirua * Alexander Fischer * Matthias Metzger * Marc Oback * Holger Ruban
Etic on a micro level (culture independed realities)
Impact on marketing research
- Start of purchase decision on the basis of need perception
- Multi-stage process for purchase decision
- Process of different time
- Understanding of the active and sensible actions
- Individual research for each customers / group
Kazembi Zatjirua * Alexander Fischer * Matthias Metzger * Marc Oback * Holger Ruban
Etic basis - Identifying of types and subgroups of societies
 Understanding the global market
 Reach ability, receptivity, stability,
measurability, sustainability and profitability
Marketing
 => Market entry strategy
 => Segmentation
 => Product placement
 To find clusters (cluster theory)
 Place of industry
 Education
 Supply Chain
Operations
Kazembi Zatjirua * Alexander Fischer * Matthias Metzger * Marc Oback * Holger Ruban
Global market segmentation
Macro-level Bases
Micro-level Bases
• Economic
• Technological
• Geographic
• Cultural
• Demographic
• Political
• Industrial structure
• Lifestyles
• Attitudes, Tastes and
Predispositions
• Response to
marketing
• Cultural Traits
Strategic brand positioning
Kazembi Zatjirua * Alexander Fischer * Matthias Metzger * Marc Oback * Holger Ruban
Etic on a macro level
 Hofstede’s
four dimensions of culture variation (1980, 1991)
 individualism vs. collectivism
 power distance
 masculinity vs. femininity
 uncertainty avoidance
 Schwartz’s framework (1990)
 relations between individual and groups
 assuring responsible behaviour
 the role in humankind in the natural and social world
 New concepts
 Nigel Holden (2004) => no B2B marketing, negotiations for e.g. Japan and
Germany =>
Kazembi Zatjirua * Alexander Fischer * Matthias Metzger * Marc Oback * Holger Ruban
Example for Hofstede
Kazembi Zatjirua * Alexander Fischer * Matthias Metzger * Marc Oback * Holger Ruban
Conclusions and recommendations
 Global segmentation should
include macro and Micro-level
Bases
Kazembi Zatjirua * Alexander Fischer * Matthias Metzger * Marc Oback * Holger Ruban