Chapter 13 cultural influences

Question 1

culture

Answer 1

• society’s personality, including abstract ideas and material objects and services.
  – the accumulation of shared meanings, rituals, norms,
  and traditions among members.
  – the lens through which we view products

Question 2

Enculturation

Answer 2

• own culture
• learning and internalizing the norms, values and behaviours of ones culture
• begins at birth

Question 3

Acculturation

Answer 3

• foreign culture
• adapting to and adopting the culture of another group, often a dominate culture

Question 4

3 components of cultural system

Answer 4

• ecology: adapt to habitat to their environment (housing, transportation)
• social structure: orderly social life, they way society is organized
• ideology: beliefs and relationships relate to their environment and social groups

Question 5

6 dimensions of culture

Answer 5

1.power distance
2. uncertainty avoidance
3. femininity/masculinity
4. collectivism/individualism
5. long term orientation
6. restraint/indulgence

Question 6

power distance

Answer 6

high - more power equality
low - more inequality of power

Question 7

Uncertainty avoidance

Answer 7

low - open to uncertain situations/outcomes
high - dislike and avoid uncertain/novel situations

Question 8

femininity/masculinity

Answer 8

low - feminine: value modesty, compassion, less differentiation between gender roles
high - masculine: assertiveness, domination, clear differentiation between gender roles

Question 9

collectivsm/individulaism

Answer 9

low - more emphasis on valuing the group than the self
high - more emphasis on valuing the self than the group

Question 10

long term orientation

Answer 10

low - focus on past and present, values tradition
high - focus on future goals, values skills such as persistence

Question 11

restraint/indulgence

Answer 11

low - suppress gratification, strict social norms
high - relatively free to have enjoy and follow natural human drives for a good life

Question 12

norms

Answer 12

• rules dictating what is right or wrong
  –> custom (from past to control)
  –> more (forbidden)
  –> conventions (everyday life)
  –> be sensitive to culture: food, gifts, numbers, colour, non verbal communication

Question 13

myths

Answer 13

• a story containing symbolic elements that express the shared emotions and ideals of a culture, which can be built upon in marketing.
• red bull gives you wings (energy and adventure)

Question 14

rituals

Answer 14

• Sets of multiple, symbolic behaviours that occur in a fixed sequence and that tend to be repeated periodically, especially for the wedding ceremony, gift- giving, and holiday.
• ex. Blowing out candles on your birthday

Question 15

diffusion process of innovations

Answer 15

• introduction
• growth
• maturity
• decline
• innovators early adopters
• early majority
• late majority
• laggards