chapter 3 Flashcards
THE CULTURAL ENVIRONMENT
__________ is an integrated system of learned behaviour patterns that are distinguishing characteristics of the members of any given society.
Culture
It includes everything that a group thinks, says, does, and makes—its customs, language, material artefacts, and shared systems of attitudes and feelings.
Culture
The process of acculturation—adjusting and adapting to a specific culture other than one’s own—is one of the keys to success in international operations.
GLOBALIZATION OF CULTURE
ELEMENTS OF CULTURE 10
LANGUAGE
MATERIAL ELEMENTS
NON-VERBAL LANGUAGE RELIGION
VALUES AND ATTITUDE
MANNERS AND CUSTOMS
MATERIAL ELEMENTS
AESTHETICS
EDUCATION
SOCIAL INSTITUTIONS
SOURCES OF CULTURAL KNOWLEDGE
mastery of the ___________ is required before a person is acculturated to a culture other than his or her own.
language
a total of _______ known living languages exist in the world, with_______ being spoken in the United States, _______ in Mexico, _____ in Finland, and _____ in China.
6,912
311
297
13
241
_______ is the universal language.
English
English is the ________ language.
universal
DISTINCT ROLE OF LANGUAGE IN International Marketing
- Language aids in information gathering and evaluation efforts.
- Language provides access to local society.
- Language capability is increasingly important in company communications.
- Language provides more than the ability to communicate.
__________ are conveyed by the words used, by the way the words are spoken (for example, tone of voice), and
messages
by __________ means such as gestures,
body position, and eye contact.
NON_VERBAL / NON-VERBAL LANGUAGE
managers must analyze and become familiar with the hidden language of foreign cultures
NON-VERBAL LANGUAGE
FIVE KEY TOPICS FOR
Non-Verbal Languages
- TIME
- SPACE
- MATERIAL POSSESSIONS
- FRIENDSHIP PATTERNS
- BUSINESS AGREEMENTS
defines the ideals for life, which in turn are reflected in the values and attitudes of societies and individuals.
RELIGION
- ___________ are often tied to religion.
major holidays
FIVE DOMINANT RELIGIONS IN THE WORLD
CHRISTIANITY
ISLAM
HINDUISM
BUDDHISM
CONFUCIANISM
_______are shared beliefs or group norms that have been internalized by individuals.
Values
- ______________ are evaluations of alternatives based on these values.
attitudes
understanding _________________ is especially
important in negotiations, because interpretations based on one’s own frame of reference may lead to a totally incorrect conclusion.
manners and customs
material culture results from technology and is directly related to the way a society organizes its economic activity.
MATERIAL ELEMENTS
INFRASTRUCTURES THAT AFFECTS CULTURE 3
Economic Infra
Social Infra
Financial & Marketing Infra
transportation, energy, and communication system
Economic Infra
- housing, health, and education systems
Social Infra
- bank and research firms
Financial & Marketing Infra
each culture makes a clear statement concerning good taste, as expressed in the arts and in the particular symbolism of colors, form, and music.
AESTHETICS
AESTHETICS
each culture makes a clear statement concerning good taste, as expressed in the arts and in the particular symbolism of ________, ________, __________.
colors, form, and music.
____________, either formal or informal, plays a major role in the passing on and sharing of culture.
education
___________________ can be assessed
using literacy rates and enrolment in secondary or higher education, information available from secondary data sources.
educational levels of a culture or education
__________________affect the ways in which people relate to each other.
social institutions
the family unit, which in Western industrialized countries consists of parents and children, in a number of cultures is extended to include grandparents and other relatives.
social institutions
SOURCES OF CULTURAL KNOWLEDGE 2
cultural knowledge
experiential knowledge
can be defined by the way it is acquired. Objective or factual information is obtained from others through communication, research, and education.
cultural knowledge
on the other hand, can be acquired only by being involved in a culture other than one’s own.
experiential knowledge
MAKING CULTURE WORK FOR MARKETING SUCCESS
_________ should not be viewed as a challenge but as an opportunity that can be exploited. This requires an understanding of the differences and their fundamental determinants.
Culture
TOOLS FOR MARKETING SUCCESS 6
- Embrace local culture.
- Build relationships.
- Employ locals to gain cultural knowledge.
- Help employees understand you.
- Adapt products and processes to local
markets. - Coordinate by region.
