Folie 1 - Arcor Magazin
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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