Description
It gives detailed description of culture from marketing perspective e.g. elements like language, material culture, paralanguage, proxemics, case groupings, caste systems etc. It also covers Hofstefe's culture theory with examples.
THE CULTURAL ENVIRONMENT
Overview Developing marketing activities in harmony with the local culture can mean the difference between success and failure in a market
1/18/2013
1
Culture: What is it?
• “The collective programming of the mind which distinguishes the members of one group or category from those of another.”
– Geert Hofstede
• “A learned, shared, compelling, interrelated set of symbols whose meanings provide a set of orientations for members of society.”
– Terpstra and David
1/18/2013
2
Characteristics of Culture - What They All Have in Common ?Prescriptive -Defines what is acceptable ?Learned - Not genetic ?Dynamic - Interactive relationship between behavior and culture ?Subjective - meanings vary by culture
1/18/2013
3
Cross-cultural Dimensions
• Global--consumerism • Local--traditionalism • Managing bipolarity
1/18/2013
4
Cultural Elements
• Material Culture • Language • Social Interactions • Rituals
• • • •
Religion Education Aesthetics Values
1/18/2013
5
Cultural Elements
• Material Culture
–Tools and artifacts
• Production • Consumption
• Language
– systematic communication by vocal symbols – a cultural system
1/18/2013 6
Major World Languages
Speakers (Millions) 1025 497 476 409 279 235 Speakers Language (Millions) Bengali 207 Portuguese 187 Malay Indonesian 170 French 127 Japanese 126 German 126
Language Mandarin English Hindi Spanish Russian Arabic
1/18/2013
7
Cultural Elements--language
• Paralanguage--refers to rate,
volume, and quality of oral communication, which interrupt
speech and affect the meaning of a message • Metacommunication--intentional or unintentional implied meaning of a message
1/18/2013 8
Nonverbal Language
Chronemics--attitudes toward time Monochronic 1. Linear information processing 2. Focus on one thing at a time 3. Hold to rigid schedules Polychronic 1. Work on several tasks at a time 2. Human transactions are important
1/18/2013 9
Nonverbal language
• Proxemics--using space to communicate
– intimate zone – personal zone – social zone – public distance
1/18/2013
10
Nonverbal language
• Oculesics--eye contact to communicate
– very direct--Middle eastern, French – moderate--Mainstream American, British – Minimal--East Asians, East Indians
• Haptics--body contact to communicate
– don’t touch--Japan, US, UK, Australia – middle ground--France, China, India – touch--Middle East, Latin countries, Italy, Spain
1/18/2013
11
Culture and Nonverbal Communication Can Actions Speak Louder Than Words ? Symbols Are Communication Shorthand 1. Colors convey symbolic meaning 2. Numbers - lucky or unlucky 3. Products - luxury or necessary
1/18/2013
12
Culture and Nonverbal Communication Can Actions Speak Louder Than Words ?
Perception of Time Affects the Quality of Marketing Interactions
1. For some, time is linear and fixed 2. For others, time is on a continuum
Perception of Space Influences Business Decisions
1. 2. 3. 4.
1/18/2013
Product size Retail store layout Office design Feng Shui
13
Cultural Elements
• Social Interactions
–Reference group –Caste groupings –Nuclear and extended family
1/18/2013
14
Cultural Elements: Rituals in a Society
Type Exchange Rituals Examples Giving gifts; the practice of dowry in India
Possession Rituals
House warming party; worship ceremony in India, China, Japan before starting a business Bathing; using or not using scents or perfumes
Redecorating a house; exorcising ghosts or spirits
Grooming Rituals
Divestment Rituals
1/18/2013
15
Cultural Elements: Rituals in a Society
Type Examples
Family Rituals
Mealtime, bedtime, and so on
Public Celebrations Cultural/Civic celebrations; fireworks or parades on national holidays Social Interaction/ Relational Rituals Greeting, mating and so on
Rites of Passage
Religious Rituals
1/18/2013
Marriage, graduation, birthday
Sunday church (Christians) Praying 5 times a day (Muslims)
16
Cultural Elements
• Religion
–Hinduism –Buddhism –Judaism –Christianity –Islam
1/18/2013 17
Cultural Elements
• Education • Aesthetics
–Design –Color –Music
• Values
1/18/2013 18
Cross-cultural Values
Americans
• • • • • • • • • • Freedom Independence Self-reliance Equality Individualism Competition Efficiency Time Directness Openness • • • • • • • • • •
Japanese
Belonging Group harmony Collectiveness Age/seniority Group consciousness Cooperation Quality Patience Indirectness Go-between
19
1/18/2013
Low-Context and High-Context Cultures Verbal And Nonverbal Messages Determine meaning Low-Context Cultures - What Is Said Is More Important Than How or Where It Is Said 1. U.S. 2. Germany High-Context cultures - What Is Said and How or Where It is Said Are Significant 1. Asia 2. Latin America 3. Middle East
1/18/2013 20
High and Low Context Cultures
Factors / Dimensions
Lawyers A person’s word Responsibility for organizational error
High Context
Less important Is his or her bond Taken by top level
Low Context
Very important Get it in writing Pushed to lowest level
Negotiations
Examples:
1/18/2013
Lengthy
Japan Middle East
Proceed quickly
U.S.A. Northern Europe
21
Hofstede’s Cultural Typology
• • • • Power distance Individualistic Masculinity Uncertainty avoidance
1/18/2013
22
Self-Reference Criterion - Unconscious Reference to One’s Own Cultural Values Lee’s Four-Step Process to Avoid SelfReference Mistakes
? Define goal in terms of own cultural traits ? Define goal in terms of foreign cultural traits ? Isolate SRC influence and anticipate the complications ? Redefine problem without SRC influence and find solution
1/18/2013
23
Understanding Cultural Universals Can Help Marketers Develop effective Product Strategies
1/18/2013
24
Comparisons & Contrasts
?? USA Japan
Japan
Myth / Hero Emphasis
Attitude Emphasis Style Assumptions View of Self
1/18/2013
USA
Individual Self-Expression Independence Rights Competition Independence Individual With a Skill
25
Group Self-Denial Dependence Obligations Cooperation Interdependence Organization Man
Comparisons & Contrasts
?? USA Japan
Japan
We Are Unique
USA
Cultural Attitude 1
Everyone Is Just Like Us "Not Invented Here" Syndrome Profitability, Financial Success National Markets Production / Financial Return
26
Cultural Attitude 2
Willing To Borrow/Adopt/Adapt
Organization Goal 1 (Jobs / Employment) Organization Goal 2 Organization Goal 3
1/18/2013
Share of Market
World Markets Quality / Customer Value
Thank you!
1/18/2013
27
doc_832173140.ppt
It gives detailed description of culture from marketing perspective e.g. elements like language, material culture, paralanguage, proxemics, case groupings, caste systems etc. It also covers Hofstefe's culture theory with examples.
THE CULTURAL ENVIRONMENT
Overview Developing marketing activities in harmony with the local culture can mean the difference between success and failure in a market
1/18/2013
1
Culture: What is it?
• “The collective programming of the mind which distinguishes the members of one group or category from those of another.”
– Geert Hofstede
• “A learned, shared, compelling, interrelated set of symbols whose meanings provide a set of orientations for members of society.”
– Terpstra and David
1/18/2013
2
Characteristics of Culture - What They All Have in Common ?Prescriptive -Defines what is acceptable ?Learned - Not genetic ?Dynamic - Interactive relationship between behavior and culture ?Subjective - meanings vary by culture
1/18/2013
3
Cross-cultural Dimensions
• Global--consumerism • Local--traditionalism • Managing bipolarity
1/18/2013
4
Cultural Elements
• Material Culture • Language • Social Interactions • Rituals
• • • •
Religion Education Aesthetics Values
1/18/2013
5
Cultural Elements
• Material Culture
–Tools and artifacts
• Production • Consumption
• Language
– systematic communication by vocal symbols – a cultural system
1/18/2013 6
Major World Languages
Speakers (Millions) 1025 497 476 409 279 235 Speakers Language (Millions) Bengali 207 Portuguese 187 Malay Indonesian 170 French 127 Japanese 126 German 126
Language Mandarin English Hindi Spanish Russian Arabic
1/18/2013
7
Cultural Elements--language
• Paralanguage--refers to rate,
volume, and quality of oral communication, which interrupt
speech and affect the meaning of a message • Metacommunication--intentional or unintentional implied meaning of a message
1/18/2013 8
Nonverbal Language
Chronemics--attitudes toward time Monochronic 1. Linear information processing 2. Focus on one thing at a time 3. Hold to rigid schedules Polychronic 1. Work on several tasks at a time 2. Human transactions are important
1/18/2013 9
Nonverbal language
• Proxemics--using space to communicate
– intimate zone – personal zone – social zone – public distance
1/18/2013
10
Nonverbal language
• Oculesics--eye contact to communicate
– very direct--Middle eastern, French – moderate--Mainstream American, British – Minimal--East Asians, East Indians
• Haptics--body contact to communicate
– don’t touch--Japan, US, UK, Australia – middle ground--France, China, India – touch--Middle East, Latin countries, Italy, Spain
1/18/2013
11
Culture and Nonverbal Communication Can Actions Speak Louder Than Words ? Symbols Are Communication Shorthand 1. Colors convey symbolic meaning 2. Numbers - lucky or unlucky 3. Products - luxury or necessary
1/18/2013
12
Culture and Nonverbal Communication Can Actions Speak Louder Than Words ?
Perception of Time Affects the Quality of Marketing Interactions
1. For some, time is linear and fixed 2. For others, time is on a continuum
Perception of Space Influences Business Decisions
1. 2. 3. 4.
1/18/2013
Product size Retail store layout Office design Feng Shui
13
Cultural Elements
• Social Interactions
–Reference group –Caste groupings –Nuclear and extended family
1/18/2013
14
Cultural Elements: Rituals in a Society
Type Exchange Rituals Examples Giving gifts; the practice of dowry in India
Possession Rituals
House warming party; worship ceremony in India, China, Japan before starting a business Bathing; using or not using scents or perfumes
Redecorating a house; exorcising ghosts or spirits
Grooming Rituals
Divestment Rituals
1/18/2013
15
Cultural Elements: Rituals in a Society
Type Examples
Family Rituals
Mealtime, bedtime, and so on
Public Celebrations Cultural/Civic celebrations; fireworks or parades on national holidays Social Interaction/ Relational Rituals Greeting, mating and so on
Rites of Passage
Religious Rituals
1/18/2013
Marriage, graduation, birthday
Sunday church (Christians) Praying 5 times a day (Muslims)
16
Cultural Elements
• Religion
–Hinduism –Buddhism –Judaism –Christianity –Islam
1/18/2013 17
Cultural Elements
• Education • Aesthetics
–Design –Color –Music
• Values
1/18/2013 18
Cross-cultural Values
Americans
• • • • • • • • • • Freedom Independence Self-reliance Equality Individualism Competition Efficiency Time Directness Openness • • • • • • • • • •
Japanese
Belonging Group harmony Collectiveness Age/seniority Group consciousness Cooperation Quality Patience Indirectness Go-between
19
1/18/2013
Low-Context and High-Context Cultures Verbal And Nonverbal Messages Determine meaning Low-Context Cultures - What Is Said Is More Important Than How or Where It Is Said 1. U.S. 2. Germany High-Context cultures - What Is Said and How or Where It is Said Are Significant 1. Asia 2. Latin America 3. Middle East
1/18/2013 20
High and Low Context Cultures
Factors / Dimensions
Lawyers A person’s word Responsibility for organizational error
High Context
Less important Is his or her bond Taken by top level
Low Context
Very important Get it in writing Pushed to lowest level
Negotiations
Examples:
1/18/2013
Lengthy
Japan Middle East
Proceed quickly
U.S.A. Northern Europe
21
Hofstede’s Cultural Typology
• • • • Power distance Individualistic Masculinity Uncertainty avoidance
1/18/2013
22
Self-Reference Criterion - Unconscious Reference to One’s Own Cultural Values Lee’s Four-Step Process to Avoid SelfReference Mistakes
? Define goal in terms of own cultural traits ? Define goal in terms of foreign cultural traits ? Isolate SRC influence and anticipate the complications ? Redefine problem without SRC influence and find solution
1/18/2013
23
Understanding Cultural Universals Can Help Marketers Develop effective Product Strategies
1/18/2013
24
Comparisons & Contrasts
?? USA Japan
Japan
Myth / Hero Emphasis
Attitude Emphasis Style Assumptions View of Self
1/18/2013
USA
Individual Self-Expression Independence Rights Competition Independence Individual With a Skill
25
Group Self-Denial Dependence Obligations Cooperation Interdependence Organization Man
Comparisons & Contrasts
?? USA Japan
Japan
We Are Unique
USA
Cultural Attitude 1
Everyone Is Just Like Us "Not Invented Here" Syndrome Profitability, Financial Success National Markets Production / Financial Return
26
Cultural Attitude 2
Willing To Borrow/Adopt/Adapt
Organization Goal 1 (Jobs / Employment) Organization Goal 2 Organization Goal 3
1/18/2013
Share of Market
World Markets Quality / Customer Value
Thank you!
1/18/2013
27
doc_832173140.ppt