03 - The process of exchange II – Marketing across cultures

Question 1

Explain the model of Cultural Dynamics by Usunier & Lee (2013) Marketing across cultures chapter 2&3 (Cultural Dynamics 1&2)

Answer 1

The model shows how time, space and the concept of the self and others influence interaction models.

Question 2

Explain “Time” from the model of cultural dynamics:

Answer 2

Monochronism (m-time) vs. Polychronism (p-time)
Economicity of time
Temporal orientation - Past, present, future orientation
Linearity vs. cyclicity

• It is linear, continours and economic
• Many marketing concepts are influenced from time like sales forecasting, life cycle, product launches.
• Four major issues of time:
  1. Economicty of time –> to the extent to which time is regarded as a scarce and tangible resource in Western society.
  2. How to schedule tasks –> Monochronic = Only one task is undertaken at a time following a schedule, Polychronic = Multiple tasks are undertaken simultaneously and an appointment times are flexible.
  3. Is time continous line, linearity vs cyclicity.

4. How should we emphazise past, present and future? Towards the past vs Towards the present vs Towards the future

Question 3

Explain “Space” from the model of cultural dynamics:

Answer 3

Personalization vs. depersonalization
Group membership (ingroup/outgroup orientation)
Physical space (group vs Individualistic cultures)
Concrete territoriality vs. abstract territoriality

1. People are insiders or outsiders, based on what they are?
   - Personalization –> What you can do, depends on, who you are
   - Depersonalization –> What you do is more important than who you are
2. What are the rights and obligations of group membership?
   - Ingroup orientation –> Belonging to ingroups (family,tribe, nation), includes important rights and obligations that are unlikely to be accorded the outgrou members.
   - Outgroup orientation –> Assumes all people have equal right even distant others
3. How can membership be gained?
   - Concrete territoriality –> Ingroup being orientation based on who the person is (birth); unlikely to be acquired by outgroup adults
   - Abstract territoriality –> Outgroup doing orientation based on what the person does (skills)
4. How to deal with physical space
   - Group cultures with close physical contact –> Tendency to live near to one another, and to be undisturbed by such intimacy
   - Individualistic cultures prefer private space –> The need for private space around ones body and to dislike intrusion into this space

Question 4

Explain “Concept of the self and others” from the model of cultural dynamics:

Answer 4

1. How should we assess strangers
   - Human nature basically good  Unknown people are considered favourably
   - Human nature basically bad  Unknown people are treated with suspicion
2. Who should be considered trustworthy, reliable? How do we assess characteristics?
   - Perception of age  The older the more favourable
   - Gender  Differs in capabilities and roles (To some degree less today)
   - Social classe  The emphasis placed on social class attributed to wealth or birth
3. Appraising oneself. To give the correct appearance one should display:
   - Low high self esteem  Shy and modest versus extrovert or even arrogant
   - Low/high potency  Power should be hidden versus shown
   - Low/high activity  Busy people or unoccupied people are well regarded.
4. Relating the individual to the group
   - Independence  The individual as an autonomous independent entity is the basic unit in society
   - Interdependence  People are an integral part of their group, which is the basic unit in society-

Question 5

Explain “Interaction models” from the model of cultural dynamics:

Answer 5

1. The nature of relations between people, boundaries between people and the group
   - Individulism  People are largely autonomous and motivated by personal preferences, needs and rights
   - Collectivism  People are motivated by norms and duties imposed by the ingroup and give priority to ingroup over individual goals.
2. Equality or inequality in interpersonal interactions
   - High power distance  Hierarchy is strong and power is centralized at the top
   - Low power distance  Power is more equally distributed and superior and subordinates have a sense of equality
3. Interacting with others or for others
   - Masculinity/mastery  Assertiveness and personal achievement are favoured
   - Feminity/Harmony  Caring for others, adopting nurturing roles and emphasizing quality of life is more important.
4. Dealing with uncertainty
   - Strong uncertainty avoidance  Ambiguous situations are avoided; uncertainty reducing rules and procedures are seen as a necessity
   - Weak uncertainty avoidance  Ambiguity does not create the same level of anxiety, uncertainty is seen as a an opportunity
5. Developing appropriate communixation with others
   - High context  Communication is more diffuse and meaning of a message is derived from the context and knowledge of the speaker
   - Low context  Communication concentrates on specific issues and the meaning of a message is literal and explicit.

Question 6

Explain Indivdualism vs Collectivsm

Answer 6

Question 7

Explain Hofstedes dimensions of culture

Answer 7

• Individualism  Increases self-reliance
• Power distance  Promotes dependence
• Masculinity  Increases self-reliance
• Uncertainty avoidance  Promotes dependence
• Long term orientation  Promotes dependence.

Question 8

What are the good and bad rules in our society? (power distance)

Answer 8

Question 9

Name some barriers for value creation

Answer 9

Question 10

What is culture?

Answer 10

Question 11

Name some facciliators of value creation

Answer 11

Question 12

What are the main drivers of globalization?

Answer 12

Question 13

Give an example of a recent phenomenon of globalization

Answer 13

Question 14

Explain the cultural dimension based on the article: Van Raaij - Globalisation of markets; leads to global products and brands and advertising. Combining it with the local things, as car laws etc.

Answer 14

Question 15

Explain horizontal segmentation
Van Raaij

Answer 15

(sub) cultural differences within a nation are taken into account. Within a nation people differ on sociodemographics, values and behaviors

Question 16

Explain vertical segmentation
Van Raaij

Answer 16

The differences between nations are emphasized and the differences within a nation is ignored.

Question 17

Explain the four levels that cultural differences in communcation are differentiated to

Answer 17

1. Mission: The mission is the overall, long-term objective of a sender and its
   communication to target groups. The mission is related to the identity,
   personality, vision and/or credo of the communicator.
2. Proposition: The proposition is the campaign theme or the more specific
   objective of a campaign. This objective is usually a part or aspect of the
   mission, and fits in the mission of the sender. It is also related to the desired
   changes in knowledge, attitude or behaviour of the target group of receivers
   of the message. The proposition is the link between the sender and the
   receiver.
3. Concept: The creative concept is the ‘translation’ of the proposition into the
   language and culture of the target group, in order to increase the appreciation
   and understanding of the message. For instance, metaphors and other rhetorical figures may be used to enhance the attractiveness of the message and to
   communicate more effectively. However, metaphors may be more attractive
   than straightforward messages but more difficult to understand for some
   people (Dingena, 1994).
4. Execution: The execution is the style, typography, visual presentation, selection of presenter and actors when producing the concept/message.