Chapter 4 Flashcards
is pertinent to the study of international marketing
culture
pervasive in all marketing activities
4 Ps
constantly adjust their efforts to the market’s cultural demands
marketers
act as “agents of change” via innovative products
marketers
“software of the mind”
Hoefstede
“Culture is invisible”
Edward Hall
The sum of the values, rituals, symbols, beliefs, and thought processes that are learned, shared by a group of people, and transmitted from generation to generation.
Culture
Resides in an individuals mind, but a large group can be
like-minded
“innovations spread faster east to west than north to south”
Jared Diamond
“Strong correlations between latitude and per capita GDP”
Philip Parker
wrote Wealth of Nations
Adam Smith
book that influenced American values and institutions
The Wealth of Nations
Germans strict marketing laws stem from
mistrust of propaganda
Origins of Culture:
Geography History Political Economy Technology Social Institutions
most important social institution
school
elements of culture
values rituals symbols beliefs thought processes
importance of things and ideas
cultural values
individual’s self interest vs group interest
individualism/collectivism
tolerance of social inequality
power distance
tolerance of uncertainty and ambiguity
uncertainty avoidance
Competition vs cooperation; acceptance of social roles
masculinity/femininity
patterns of behavior and interaction that are learned and repeated
rituals
coordinate interactions and set expectations
rituals
marriages, funerals, baptisms, graduations
rituals
“Culture is communication”
Edward Hall
art, music, dance, architecture, folklore, metaphors, dress
aesthetics
play a large role in a society’s belief system
superstitions
difference in perception between East and the West
Focus vs big-picture
Being attuned to the nuances of culture so that it can view objectively, evaluated, and appreciated
Cultural Sensitivity
are not right or wrong, just different
cultures
culture is _____ in nature, it is a living process. Yet is also _____ because culture is conservative and resists change
dynamic
paradoxical
society attempts to __________ created by changes in environment
“solve problems”
how do cultures solve problems
Cultural borrowing
Imitating diversities of other cultures make cultures unique
Adapted to fit each society’s needs
Cultural Borrowing
Common language ≠ similar interpretation of word or phrases
Must consider a region’s subcultures
Illusion of Cultural Similarities
resistance to change _____ between cultures
varies
2 factors determining innovation acceptance
- ) degree of interest
2. ) degree of disruption
Marketing products similar to ones already on the market in a manner as congruent as possible with existing cultural norms
cultural congruence
