CROSS-CULTURE MARKETING

By: Sugandh Bansal Sunil Sharma

What is Culture?
Everything that people have, think, and do as members of a society

DEFINITIONS OF CULTURE:
Clifford GEERTZ (anthropologist) Culture is a set of control mechanisms, plans, recipes, rules, instructions, for the governing of behavior.

Geert HOFSTEDE (sociologist) The collective mental programming of the people in an environnement. Culture is not a characteristic of individuals; it encompasses a number of people who were conditioned by the same education and life experience.

CULTURAL ARTIFACTS :

The material evidence of what a cultures does What its people value

What attitudes prevail, how they conduct their lives

Usually embody the ideas and traditions of a society

WHY IS IT IMPORTANT FOR BUSINESSES TO UNDERSTAND CULTURE

Culture is the lens through which people view products as well as your company Culture channels our values, attitudes, motives and goal directed behavior, as well as our personality Culture influences the overall priorities consumers attach to different activities and products Consumption choices cannot be understood without considering the cultural context in which they are made Determines the success or failure of specific products or services Determines the success or failure of marketing communications

CROSS CULTURAL MARKETING TIPS

Know Your Own Cultural Background. Know Your Expertise. Do Your Homework. Cross Cultural Meetings. Ask Open Ended Questions. Always Use Professional Translators. Know the National Holidays and Religon.