CROSS CULTURAL COMMUNICATION AND PROMOTION

Submitted by: Asha Chandrawat Krati Vijayvargiya

Cross Cultural communication

The field of cross cultural communication is a study that evaluates how people from different cultural backgrounds attempt to communicate.
Cross cultural communication is a necessary ingredient in crossnational understanding people from different cultural backgrounds.

Why cross cultural communication?

Understanding cultural differences

To communicate effectively with different people in different, in different language and from different culture.
Globalization of business and economy

Good Intercultural Communicators Should be.

Aware about values & behaviors Flexible & open to change. Sensitive to verbal & nonverbal behavior. Aware of beliefs, practices of other cultures. Sensitive to differences within cultures.

Three ways to approach analysis of cultural differences:

High /Low context analysis Kluckhohn-strodtbecks framework Hofsteds framework

HIGH CONTEXT VS. LOW CONTEXT CULTURES

High context cultures

Infer information from message context, rather than from content. Prefer indirectness, politeness & ambiguity. Long term relationship Less written or formal information Insider and outsider are clearly distinguished. Countries: China, Japan, Korea

Low context cultures

Rely more on content rather than on context. See indirectness as manipulative. Oral and Written information Short term relationship Insider and outsider are not clearly distinguished Countries: Australia, Germany, Russia, USA

Kluckhohn-Strodtbecks framework
ORIENTATION
HUMAN NATURE Good
(theory Y) Ambitious, self motivated America

RANGE
Evil
(theory X) America, India Lazy, dislike work

Mixed

PEOPLE & NATURE

Internal
Dominant Believe that man can control nature Allopathic medicine UK,US

External
Harmony Peace between man & nature Homeopathic medicine India

Subjugation
Destiny & God Control everything Ayurvedic medicine Islamic countries

TIME SENSE

Present
Live in present Short term planning Arab countries

Past
Decisions from lessons learnt from past India, middle east countries

Future
Better future can be planned and controlled UK,US

ACTIVITY

Doing
Self identification through action & performance Innovation is high Americans & Germans

Being
Philosophical Abstract thinkers More social connections Feelings are more then logic India, china

Containing
Self control people Balance between feelings & logics Japan

SOCIAL RELATIONS

Hierarchical
Respect for seniority Communication is from top-to bottom Thiland,china,indonesia

Collectivist
Strive for majority Prefer working in groups Group decision making Japan

Individualist
Strive for individual excellence Self control people Individual decision making Americans

Hofsteds framework
Power Distance
Low distance
Relatively equal power between those with status/wealth and those without status/wealth

High distance
Extremely unequal power distribution between those with status/wealth and those without status/wealth

Individualism v/s collectivism

Individualism
The degree to which people prefer to act as individuals rather than a member of groups

Collectivism
A tight social framework in which people expect others in groups of which they are a part to look after them and protect them

Masculinity v/s feminity

Masculinity
The extent to which the society values work roles of achievement, power, and control, and where assertiveness and materialism are also valued

Femininity
The extent to which there is little differentiation between roles for men and women

Uncertainty Avoidance

High Uncertainty Avoidance

Society does not like ambiguous situations and tries to avoid them.

Low Uncertainty Avoidance

Society does not mind ambiguous situations and embraces them

Time Orientation

Long-term Orientation
A national culture attribute that emphasizes the future.

Short -term Orientation

A national culture attribute that emphasizes the present and the here and now

Developing a Marketing Communication Programming

Identifying the Target Market

Determining the Objectives

Establishing a Budget

Developing the Media Plan

Creating the Message

Measuring Effectiveness of the marketing Communication

PROMOTION

Advertising
Any paid form of non-personal communications about a company and its products by an indentified sponsor. Intended to create awareness and favorable attitudes. Importance of advertising and its cultural role in a society varies dramatically

Government regulations can effect the Content , Language, Target audience (no advertising towards children) Format of advertising.limit the frequency
In Germany- allow no comparative advertisements, may limit the frequency -, such as Italy allows no more than 10 showings per year)

Sales promotion
Involves short-term activities, Intended to stimulate shopping and actual purchase: It may be directed at:

Consumers:- coupons,rebates,premiums,contests, and price-off Retailers and wholesalers: discounts,sales contests,free goods, price deals and
promotional allowance

Companys sales force;- bonuses , contests and sales rallies.

Regulations of sales promotions vary greatly by country:

France and austria do not allow sales premiums where a particular good may be sold below cost In Finland it is illegal to use word free, as in buy one get one free

Personal selling
Objectives are to find prospects, convert prospects to customers and to get the buyer to buy a companys product Selling process has six steps: a)Prospecting and qualifying b)Presale preparation c)Presentation and demonstration d)Resolving objections and questions raised adequately e)Closing-Getting customer to agree to buy f)Follow-up after the sale Selling process vary across cultures;

In some eastern cultures:- saying no to anyone is considered inappropriate In Latin American culture; discussing sales presentation in first or second meeting is never appropriate, and hence selling process is very long and may take several weeks or even months.

Publicity and public relations

Are non-personal communcation to present the whole organization in a positive light and often operates through non-paid media.
Company may employ any of following:

Publicity: press releases, event sponsorship, feature articles, exclusive interviews, press conferences.. Public relations:a) internal publics: Employees, stakeholders and board of directors To maintain their support and provide imp. Information b)External publics: Customer, suppliers, govt. ,press and financial institutions To maintain a positive image and gain needed support Through memos, company events and company magazines, news letters and news papers It is essential that companies communicate effectively with international publics: For consistent, cordinated, global public relations To be perceived as good corporate citizens, as environmentally responsible and as contribution to the good of society.

Direct marketing
This is an interactive system of marketing that uses one or more advertising media to effect a measurable response in the form of an order, an enquiry or a visit to a store or other place of business for purchase of a specific product It can build loyalty, create awareness, build store traffic. Tools of direct marketing: Direct mail,Telemarketng,catalogue marketing and edirect mail.

In Chile-mail recipient may be expected to pay up to half of the mailing cost. In US and European mailing systems: European factors such as: Higher costs of and wide variance in postal rates Stricter advertising and promotion claim regulations Lower credit card penetration rates for payments And difference in merchandise return policies

The difference between these two Pepsi websites is obvious and stands out:
On the South Korean website there are a lot of people in every bubble and they are mostly presented in groups. On the contrary, the American website as a bearer of individualistic culture doesnt use any people to carry its message.

Cross Cultural Business Blunders

Pepsi: The literal translation of Pepsis slogan Come Alive with the Pepsi Generation got interpreted as Pepsi will bring your ancestors from the dead in Taiwan Coors: When Coors entered the Spanish-language market with its Turn it loose slogan, little did they know that it would be translated as Suffer from diarrhea. A lesson well learnt.

KFC: Would you be put off if you found out KFC wanted you to eat your own fingers? Indeed, the KFC slogan finger-lickin good got interpreted as eat your fingers off in China

Chevrolet: When the Chevy Nova car was launched in Latin America, Chevrolet experienced a massive drop in sales in that market. The word no va means it doesnt go in Spanish, when clearly Chevrolet wanted Chevy Nova to go always

Ways to facilitate communication across cultural boundaries

Recognize differences

Build your self-Awareness

Describe and Identify, then Interpret Dont assume your interpretation is correct Verbalize your own non-verbal signs Share your experience honestly Acknowledge any discomfort, hesitation ,or concern Practice politically correct communication Give your time and attention when communicating Dont evaluate or judge.

Thank you Kiitos Danke Gracias Grazie Merci