Chapter 78- Cultural/Social Factors

Question 1

Doing business

Answer 1

Doing business across cultures can be challenging. Without an understanding of national and corporate cultures and languages, the potential to offend is very real. These cultural and social factors and how they affect global marketing are examined.

Question 2

Cultural Audit

Answer 2

Study and examination of an organisations cultural characteristics to determine whether or not they hinder or support its vision and mission

Question 3

Ethnocentrism

Answer 3

A tendency of people to view their own cultures, ethics and norms as superior. The evaluation of other cultures according to preconceptions originating in the standards and customs of one’s own culture.

Question 4

Cultural differences

Answer 4

For example a strong focus on etiquette when two businesses officials meet

Question 5

High contrast cultures

Answer 5

People in these cultures emphasise interpersonal relationships. E.g. Middle East, Asia, Africa – in Saudi Arabia, yes I agree might actually mean I hear you, this is high context. In Japan they may say we are going to study your proposal and respond – actually means no.

Question 6

Low contrast cultures

Answer 6

Tend to say what they mean, relies heavily on explicit and direct language. E.g. North America, Europe

Question 7

Issues

Answer 7

There are many accounts of mistakes involving language, mistranslations and unintended meanings when businesses operate abroad. Sometimes this can be due to laziness and poor efforts to check with native speakers of a language that a translation is correct.

Not considering your market will be costly to business – not only us there outlay on any advertising campaigns or packaging costs, but there can be a greater cost to the business if sales of the product are adversely affected in that country for its entire life cycle.