4.3.3 Global marketing social and cultural

Question 1

culture

Answer 1

is the dominant set of behaviours, values, beliefs, and thinking patterns we learn as we grow and develop in our social groups.

Question 2

High context communication needs

Answer 2

• Establish social trust first
• Value personal relations and good will
• Agreement by general trust
• Negotiations slow and ritualistic
  e. g.
• China
• Korea
• Japan
• Arabs

Question 3

Low context communication needs

Answer 3

• Get down to business first
• Value expertise and performance
• Agreement by specific, legalistic contract
• Negotiations efficient as possible
  e. g.
• German
• Swiss
• Scandinavian

Question 4

Different tastes in cultures

Answer 4

as part of these cultural differences people have different tastes – taste is subjective and is dependent on the individual

Question 5

How can business use culture?

Answer 5

• Businesses can use their understanding of culture to help market their product’s – promoting products based on ethnicity can help marketing
• Self-awareness and understanding of where other people are coming from is important

Question 6

unintended meanings

Answer 6

occur when the message being portrayed by the business is taken to mean something else by the potential market

• Based on factors such as gestures and hidden connotations
• Can cause significant problems for a business, even destroying its reputation

Question 7

What are the problems that can occur with global marketing?

Answer 7

• cultural differences
• different tastes
• language
• unintended meanings
• inappropriate meanings
• inaccurate translations
• inappropriate branding and promotion