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1、CulturalInfluencesonInternationalMarketing Dana NicoletaLascuChapter5 ChapterObjectives Identifyelementsofcultureandexaminehowtheyaffectinternationalmarketingpracticesaroundtheworld Describenationalandregionalcharacterbasedondimensionssuchastimeorientation businesspractices giftgiving socializing ge
2、nderroles andmaterialism DiscussculturalvariabilityintermsoftheHofstededimensionswithappropriateexamplesandaddressculturalchangeinamarketingcontext Addresstheself referencecriterionandethnocentrismanddescribehowtheyimpedemutualunderstandingandcooperation withdirectnegativeeffectsonmarketingpractices
3、 Describetheglobalconsumercultureasitmanifestsitselfaroundtheworld Culture Cultureisdefinedasacontinuouslychangingtotalityoflearnedandsharedmeanings rituals norms andtraditionsamongthemembersofanorganizationorsociety Cultureisalsodefinedasasociety spersonality Pivotalconstituentsofcultureare ecology
4、 themannerinwhichsocietyadaptstoitshabitat socialstructure theorganizationofsociety ideology themannerinwhichindividualsrelatetotheenvironmentandtoothers ElementsofCulture Themainelementsofcultureare LanguageReligionCulturalvaluesCulturalnorms ElementsofCulture Language Spoken WrittenLanguageDiffere
5、ncesinmeaningindifferentcountrieswhichsharethesamelanguage Posesanumberofconcernstomarketers Itcreatesdifficultiesintermsofcorrecttranslation whichcanbecomeexpensive Marketersmayexperiencedilemmainunifiedmarketswheremultiplelanguagesareusedastowhichlanguage s touse Highcostsoftranslation Highcostsof
6、translationblunders ElementsofCulture Language contd NonverbalcommunicationProxemics Therelationshipbetweenphysicalspaceandtheprocessofcommunication Postures orientations andoculesics Individuals positioningrelativetotheircounterpartandtheuse avoidanceofeyecontactduringcommunication Chronemics Theti
7、mingofverbalexchangesinaconversationwithothers Haptics Theuseoftouchwhileconversing Kinesics Movementsofpartsofthebodytofacilitatecommunication suchasgesturing Paralinguistics Non verbalaspectsofspeech includingemotionalintonation accents andthequalityofvoice Appearances One sphysicalattireandoveral
8、lgrooming Olfactions Useofodorstoconveymessages whetherreligiousorpersonal ElementsofCulture Religion Definesasociety srelationshiptothesupernatural Determinesdominantvaluesandattitudes Religiousbeliefsareimportantdeterminantsofconsumerbehaviorandcanbelinkedtoculturalbehaviorsthatimpacteconomicdevel
9、opmentandmarketing ReligionandItsImpactonBusiness Religionandbusinessdays Dominantreligiondeterminesprayertime thetimeforfasting andcreatesrestrictionsonbusinesses Religionandgenderroles Differfromcountrytocountry forexample intraditionalIslamiccountries women sbusinessactivitiesarerestrictedtoawome
10、n onlyenvironment andgendersdonotinteractoutsidethefamily Religionandgiftgiving Marketersmustbeawareofreligiousholidaysasgift givingevents Religionandmarketingpractices Firmsoftenmustadapttheirofferingtothelocalculturetoaddressconsumers religiousconcerns Firmsmustalsoadvertiseaccordingtothenormsince
11、rtaincultures forexample avoidingtoportraywomeninSaudiArabia ThistypeofadvertisementisnotappropriateinLatinAmerica whereinvokingreligioninaconsumptionsituationisborderlineblasphemous ElementsofCulture CulturalValues Valuesareenduringbeliefsaboutaspecificmodeofconductordesirableend state Theyguidebeh
12、aviorandareorderedbyimportanceinrelationtooneanother thusformingasystemofvaluepriorities Becausetheyguideindividuals actions attitudes andjudgments culturalvaluesaffectconsumerproductpreferencesandperceptionofproducts Culturesaresetapartbytheirvaluesystems therelativeimportanceorrankingofvalues Lear
13、ningNewCultures EnculturationProcessbywhichindividualslearnthebeliefsandbehaviorsendorsedbyone sownculture AcculturationLearninganewculture AssimilationFulladoptionandmaintenanceofthenewculture andresistancetoone soldculture ElementsofCulture CulturalNorms Normsarederivedfromvaluesanddefinedasrulest
14、hatdictatewhatisrightorwrong acceptableorunacceptable ImperativeWhatanoutsidermustormustnotdo ExclusiveWhatlocalsmaydobutanoutsidercannotdo AdiaphoraWhatanoutsidermayormaynotdo National RegionalCharacter Timeorientation Monochronictime M time attributedtocultureswhereindividualsusuallydoonethingatat
15、ime sequentially Polychronictime P time attributedtocultureswhereindividualsperformmultipletasksatonce andtendtoseetimeasfluid Businesshours businessdays BusinessdonotoperateonSundaysinChristiancountries onFridaysinMuslimcountries andonSaturdays inIsrael Giftgiving Knowingwhatgiftsareappropriate alo
16、ngwiththemannerinwhichtheyshouldbepresentedisessential National RegionalCharacter contd Socializing Appropriateconversations talkingbusinessatdinner etc Genderroles Genderrolesandrole relatedexpectationsareimportantwhenestablishingbusinessrelationships Statusconcernandmaterialism Familiaritywithconsumerconcernforacquisitionsandsocialstatushelpsmarketersdetermineappropriatemarketingstrategies OtherManifestationsofNationalandRegionalCharacter Contacte g phone e mail inperson Accesse g transportati
