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Chapter 04 Cultural Dynamics in Assessing Global Market

This document summarizes key points from Chapter 4 of the textbook "International Marketing". It discusses the importance of culture to international marketers and defines culture as the values, rituals, symbols, beliefs, and thought processes shared by a group. Geography, history, social institutions, and other factors shape the elements of culture, including values, rituals, symbols, beliefs, and thought processes. Language differences also impact international marketing. While similarities exist between cultures, direct translation does not guarantee understanding and what succeeds in one country may not in another due to cultural differences.

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2K views15 pages

Chapter 04 Cultural Dynamics in Assessing Global Market

This document summarizes key points from Chapter 4 of the textbook "International Marketing". It discusses the importance of culture to international marketers and defines culture as the values, rituals, symbols, beliefs, and thought processes shared by a group. Geography, history, social institutions, and other factors shape the elements of culture, including values, rituals, symbols, beliefs, and thought processes. Language differences also impact international marketing. While similarities exist between cultures, direct translation does not guarantee understanding and what succeeds in one country may not in another due to cultural differences.

Uploaded by

Donald Picauly
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
You are on page 1/ 15

International Marketing

15th edition

Chapter 4
Cultural Dynamics in
Assessing global Markets

Philip R. Cateora, Mary C. Gilly, and John L. Graham

Overview

The importance of culture to an international


marketer
Definition and origins of culture
The elements of culture
The impact of cultural change and cultural
borrowing
Strategies of planned and unplanned change

Roy Philip

Definitions and
Origins of Culture

Traditional definition of culture


Culture is the sum of the values, rituals, symbols,
beliefs, and thought processes that are learned,
shared by a group of people, and transmitted
from generation to generation.

Individuals learn culture in three ways


Socialization (growing up)
Acculturation (adjusting to a new culture)
Application (decisions about consumption and
production)
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Origins, Elements,
and Consequences of Culture
Exhibit 4.4

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Geography

Exercises a profound control


Includes climate, topography, flora, fauna, and
microbiology
Influenced history, technology, economics, social
institutions and way of thinking
The ideas of Jared Diamond and Philip Parker
Jared Diamond
Historically innovations spread faster east to west
than north to south
Philip Parker
Reports strong correlations between latitude
(climate) and per capita GDP
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History

History - Impact of specific events can be seen


reflected in technology, social institutions, cultural
values, and even consumer behavior
Tobacco was the original source of the Virginia
colonys economic survival in the 1600s
American values and institutions influenced by
Adam Smiths book The Wealth of Nations
Military conflicts in the Middle East brought
about new cola alternatives such as Mecca Cola,
Muslim Up, and Arab Cola.

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Social Institutions

School the most important social institution


Direct link between a nations literacy rate and its
economic development
Difficult to communicate with a market when a
company must depend on symbols and pictures

The media it has replaced family time


TV and the Internet
American educational system produces a lower
percentage of college graduates than 12 other
countries including Russia, Japan, and France
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Social Institutions

Government - influences the thinking and


behaviors of adult citizens
Propaganda through media
Passage, promulgation, promotion, and
enforcement of laws
Corporations - most innovations are introduced
to societies by companies
Spread through media
Change agents
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Elements of Culture (1 of 4)

Values
Rituals
Symbols
Beliefs
Thought processes

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Elements of Culture (2 of 4)
Cultural values Geert Hofstede
Individualism/Collectivism Index
Reflects the preference of behavior that promotes
ones self interest

Power Distance Index


Measures the tolerance of social inequality

Uncertainty Avoidance Index


Measures the tolerance of uncertainty and
ambiguity

Cultural Values and Consumer Behavior


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10

Hofstedes Indexes
Language, and Linguistic Distance
Exhibit 4.6

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11

Elements of Culture (3 of 4)

Rituals patterns of behavior and interaction that are


learned and repeated
Marriages , funerals, baptisms, graduations
Symbols
Language
Linguistic distance relationship between
language and international marketing
Aesthetics as symbols
Insensitivity to aesthetic values can offend, create a
negative impression, and, in general, render
marketing efforts ineffective or even damaging
Next
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12

Language

According to www.ethnologue.com:
A total of 7,413 known living languages exist
in the world
311 being spoken in the U.S.; 297 in Mexico,
13 in Finland, and 241 in China
EU has 20 official languages
India alone has 452 known languages!
Back
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13

Elements of Culture (4 of 4)

Beliefs
Superstitions play a large role in a societys belief
system and therefore, to make light of superstitions in
other cultures can be an expensive mistake
The number 13 in the western hemisphere is
considered unlucky, where as the number 8 in China
connotes prosperity
The practice of Feng Shui
Thought processes
Difference in perception between the East and the
West
Focus vs. big-picture
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14

Similarities An Illusion

A common language does not guarantee a


similar interpretation of word or phrases
Difference between British and American English
http://www.woodlands-junior.kent.sch.uk/custom
s/questions/americanbritish/index.html

Just because something sells in one country


doesnt mean it will sell in another
Cultural differences among member of
European Union a product of centuries of
history
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15

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