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    CHP 2 Cross Culture (MKT-410)

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    abid hridoy
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    CHP 2 Cross Culture (MKT-410)

    Uploaded by

    abid hridoy
    2 views19 pages
    marketing

    Original Title

    Chp 2 Cross Culture(MKT-410)

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    © © All Rights Reserved

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    marketing

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    2 views19 pages

    CHP 2 Cross Culture (MKT-410)

    Uploaded by

    abid hridoy
    marketing

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 19

    CHAPTER TWO

    Cross-Cultural Variations
    in Consumer Behavior
    Copyright © 2004 by The
    McGraw-Hill/Irwin McGraw-Hill Companies, Inc. All
    2
    Cultural Factors

    CHAPTER 2
    3
    Cultural Factors
    • Marketing strategies
    are highly
    influenced by
    values,
    demographics and
    language and it also
    influences them.

    • Massive export of
    consumer goods,
    symbolic and
    experiential impacts
    the culture of the
    CHAPTER 2 importing country.
    4
    Cultural Factors
    • Import of foreign
    culture can be
    disruptive or
    controversial.
    • Countries are
    concerned about
    Westernisation. E.g.
    France
    • However, most
    categories of Western
    products are highly
    prized throughout the
    world.
    CHAPTER 2
    5
    The Concept of Culture
    • Culture: The complex whole that
    includes knowledge, belief, art, law,
    morals, customs, and any other
    capabilities and habits acquired by
    humans as members of society
    • Key issues:
    • Comprehensive
    • Acquired
    • Boundaries
    • Seldom Aware

    CHAPTER 2
    6
    Values, Norms, and Sanctions

    CHAPTER 2
    7
    The Concept of Culture
    • People obey cultural norms without
    thinking
    • Culture evolve and change slowly over
    time

    CHAPTER 2
    8
    Variations in Cultural Values

    Other- Society’s view


    oriented of relationships
    values between people

    Consumption
    Society’s view
    Environ Purchase
    of relationships
    ment- Communication
    with environment
    oriented s
    values
    Objectives/
    Self-
    approaches
    oriented
    to life society
    values
    finds desirable

    CHAPTER 2
    9
    Other-oriented Values

    • Individual/Collective: Membership
    • Extended/Limited Family: Grandparents
    • Adult/Child: US versus other Countries
    • Masculine/Feminine: Rank, Prestige
    • Competitive/Cooperative: Comparative Ads
    • Youth/Age: Elders

    CHAPTER 2
    10
    Environment-oriented Values

    • Cleanliness: How Much?


    • Performance/Status: Branded Goods
    • Tradition/Change: Innovation
    • Risk taking/Security: Entrepreneur
    • Problem-solving/Fatalistic: Acceptance
    • Nature: Social Responsibility

    CHAPTER 2
    11
    Self-oriented Values

    • Active/Passive: DO SOMETHING!
    • Material/Nonmaterial: Instrumental/Terminal
    • Hard work/Leisure: Vacation?
    • Postponed gratification/Immediate
    gratification: Credit
    • Sensual gratification/Abstinence: Differences
    • Humor/Serious: Superficial

    CHAPTER 2
    12
    Language Issues…

    CHAPTER 2
    13
    Factors Influencing Nonverbal Communication

    CHAPTER 2
    14
    Nonverbal Factors
    • Time
    • Monochronic vs Polychronic Time perspective
    • Meanings in the Use of Time
    • Space
    • Office Space
    • Personal Space
    • Symbols
    • Numbers, colors, animals, shapes, music

    CHAPTER 2
    15
    The Meaning of Numbers, Colors, & Symbols

    CHAPTER 2
    16
    Nonverbal Factors (continued)

    • Friendship
    • The concept of guanxi
    • Agreements
    • Things
    • Etiquette

    CHAPTER 2
    17
    Cross-Cultural Marketing Strategy
    • Homogeneous / heterogeneous culture
    • Need fulfilling
    • Affordability of group(s)
    • Relevant values
    • Distribution, political & legal
    structures for the product
    • Communication about the product
    • Ethical implications
    CHAPTER 2
    18
    Global Demographics
    • Purchasing Power Parity

    • Different Cultures are…Different!

    • Knowing and Addressing is the Trick

    CHAPTER 2
    19
    Approaching a Foreign Market
    • Geographic area
    • Are needs the same?
    • Size of market?
    • Are values consistent?
    • Distribution, Politics, and Legal structures?
    • How do we communicate?
    • Are there any ethical implications?

    CHAPTER 2

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