4.3.3 Global marketing social and cultural Flashcards
1
Q
culture
A
is the dominant set of behaviours, values, beliefs, and thinking patterns we learn as we grow and develop in our social groups.
2
Q
High context communication needs
A
- Establish social trust first
- Value personal relations and good will
- Agreement by general trust
- Negotiations slow and ritualistic
e. g. - China
- Korea
- Japan
- Arabs
3
Q
Low context communication needs
A
- Get down to business first
- Value expertise and performance
- Agreement by specific, legalistic contract
- Negotiations efficient as possible
e. g. - German
- Swiss
- Scandinavian
4
Q
Different tastes in cultures
A
as part of these cultural differences people have different tastes – taste is subjective and is dependent on the individual
5
Q
How can business use culture?
A
- 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
6
Q
unintended meanings
A
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
7
Q
What are the problems that can occur with global marketing?
A
- cultural differences
- different tastes
- language
- unintended meanings
- inappropriate meanings
- inaccurate translations
- inappropriate branding and promotion