Professional Documents
Culture Documents
Learning Outcome
Enable the students in identifying important cultural dimensions of CB. In cross cultural marketing strategy formulation Application of cultural dimensions in marketing strategies of banking industry
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Source: G. Deeny, The Men Who Spend it Like Beckham, Financial Times, February 23, 2008, p. 8
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Source: G. Deeny, The Men Who Spend it Like Beckham, Financial Times, February 23, 2008, p. 8
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Marketing Across Cultural Boundaries is a Difficult and Challenging Task : Dimensions of Culture
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Culture
The sum total of learned beliefs, values, and customs that serve to regulate the consumer behavior of members of a particular society.
Beliefs- feelings about things. Values-Priorities about things and possessions. Customs- Modes of behaviour (Routine Behaviour). EG-Criteria for evaluating a brand through general value (quality and country of origin) and Special beliefs (about south korean brands)
Culture Is Learned
Issues
Enculturation and acculturation Language and symbols Ritual Sharing of culture Enculturation
The learning of ones own culture
Acculturation
The learning of a new or foreign culture
Culture Is Learned
Issues
Enculturation and acculturation Language and symbols Ritual Sharing of culture Without a common language shared meaning could not exist Marketers must choose appropriate symbols in advertising
Culture Is Learned
Issues
Enculturation and acculturation Language and symbols Ritual Sharing of culture A ritual is a type of symbolic activity consisting of a series of steps Rituals extend over the human life cycle Marketers realize that rituals often involve products (artifacts)
Culture Is Learned
Issues
Enculturation and acculturation Language and symbols Ritual Sharing of Culture
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Content Analysis
A method for systematically analyzing the content of verbal and/or pictorial communication. The method is frequently used to determine prevailing social values of a society.
Field Observation
A cultural measurement technique that takes place within a natural environment that focuses on observing behavior (sometimes without the subjects awareness).
ParticipantObservers
Researchers who participate in the environment that they are studying without notifying those who are being observed.
Using The Rokeach Value Survey, adult Brazilians were categorised into six distinctive value segments. Seg A most concerned about world peace, inner harmony and true friendship.Considered low in testing new products.
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Environment-Oriented Values
Self-Oriented Values
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Competitive/Cooperative
Diversity/Uniformity
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Tradition/Change
Risk taking/Security Problem solving/Fatalistic Nature
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Time Interpretations
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Global Cultures
They tend to watch many of the same shows, movies and videos, listen to the same music, and dress alike.
Technology is important factor but U.S. youth and brands no longer lead the way.
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Global Demographics
Demographics describe a population in terms of its size, structure, and distribution.
Demographics are both a result and a cause of cultural values. For example, densely populated societies, such as China, are likely to have more of a collective orientation than an individualistic one. Disposable income is one aspect of demographics--the rapid growth in personal income in parts of China has led to an overall market explosion!
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Global Demographics
Marketers increasingly use Purchasing Power Parity (PPP) rather than average or median income to evaluate markets. PPP is based on the cost of a standard market basket of products bought in each country.
The following shows four countries in terms of PPP:
Country
Brazil China
$37,266 $41,674
29% 30%
$31,580 $41,674
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Lars Niki
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