Chapters 9& 10 Consumer And Micro Culter

Question 1

Culture

Answer 1

An individual behavior

Shared meanings rituals, norms and traditions

Guided the selection of appropriate responses

Ex: Italy: kiss on the cheek vs hand shake

Question 2

Cultural norms

Answer 2

A rule that specifies appropriate behavior in a given situation within a specific culture

Question 3

Cultural sanction

Answer 3

Penalty associated with performing

Question 4

Iceberg model

Answer 4

Terms that can be observed and described / customs language and behavior

Underlying aspects of culture, values, view of the world and beliefs

Question 5

Ecology

Social structure

Answer 5

Physical surroundings or characteristics that describe ones physical environments (drought change for tap water)

Europe- smaller cars

Orderly social life and traditions

Question 6

Ideology

Answer 6

Mental characteristics of a people and the way they relate to their environment and social groups

World view: ideas about principles and order of fairness

Ethos: set of moral principles

Question 7

Value

Answer 7

Belief that some condition is preferable to its oooposite

Marketers have to be sensitive

General good ideas

Question 8

Evident culture

Answer 8

CAN AFFECT ALL ASPECTS OF CONSUMER BEHAVIOR

Question 9

Importance of culture

Answer 9

Effects market demand

Managerial driven by cultural knowledge

Affects nature of business negotiations

Acts as a hidden entry barrier but it can be overcome with cultural sensitivity hard work and quality

Question 10

Hofstedes theory

Answer 10

National cultures vary according to 5 dimensions

Individualism/collectivism

Uncertainty avoidance/tolerance of deviant ideas

Power distance / classless society

Masculinity / femininity

Long vs short term orientation

Question 11

Cultural distance

Answer 11

How closely related countries are together

Question 12

Culture production system

Answer 12

Set of individuals and orgs that create and market a cultural product

1. Creative
   2 managerial
2. Communication

Question 13

Culture and rituals

Answer 13

Rituals: symbolic behaviors that occurs in a fixed sequence and tend to be repeated periodically

Question 14

Country of origin effects

Answer 14

Stereo types of products (French champagne)

Usually product specific

Match up hypothesis :

Have preferences for goods that match country of origin. Swiss watches

Question 15

Brand origins

Answer 15

Help people know the origin of brand to market identity

“Confusion effect” a former brand present in one county but originated from a different country

Question 16

Global business

Answer 16

Cross cultural negotiations

Who is audience

Establish relationships

Trust

Silent language : body language

Question 17

Guanxi and renqing

Answer 17

Guanxi Chinese term for a way of doing business in which parties must invest time and resources in getting to know one another

Renquing: favors given to someone must be returned the the one who gave it

Question 18

Microculture

Answer 18

Group that share similar values and taste that are consumed within larger culture

Ex gender profession religion

Question 19

Role conflict

Answer 19

When two identities collide with ones values