Culture Flashcards

Question

Collectivism

Answer 1

High value on the group (family, clan, organisation), loyalty, devotion, conformity (we'll): everyone takes responsibility for fellow members of the group, tight-knit social framework

Answer 2

Relative Compared to the USA, Japan is collectivistic: * USA = 91 on Individualism * Japan = 46 on Individualism * Compared to South Korea, Japan is individualistic: * Japan = 46 on Individualism * South Korea = 18 on Individualism

Answer 3

Self as separate and independent from others vs. connected to others, embedded in larger network

Answer 4

-Researchers compared working class (interdependent) and middle class (independent) consumers -Study 1: recruited local fire fighters (working class) or MBA students (middle/upper class) “Imagine you bought this car…” “…and then the next day, your friend buys…” How would you feel? – coded responses – Working class: “I would be happy for her,” “Awesome, let’s start a car club!” – Middle class: “My car’s not as unique,” “It spoils my differentiation,” “I would be irritated

Answer 5

Researchers then looked at 156 car ads targeted toward "working class" and "middle/upper class" -Categorised the cars based on whether over 50% owners do or do not have a 4 year degree Code for the ads for two themes: -Connecting with others: "Take family time further", "when two great things come together" -Differentiating from others: "See the difference", "No two will ever be the same".

Answer 6

-Had high number of people present -Had moderate reference to relationship -Had a high moderate reference to uniqueness

Answer 7

-Very low number of people present -Little to no reference to relationships -Very high reference to uniqueness

Answer 8

Where a product or brand comes from often influences consumers' perceptions of it -Based upon experience, knowledge, stereotypes, ethnocentrism, political/cultural relationships -Marketers want positive COO perceptions to sell offerings

Answer 9

Consumers have preferences for goods that match their favorable associations with the country of origin -Assumes consumers are knowledgeable of brands origins -E.g. France = good quality, wine and champagne

Answer 10

1. Leverage positive COO associations -Haagen Dazs is a U.S. company started by Jewish-Polish immigrants in New York 2.Confusion effect 3. Products associated with an unfriendly or hostile country - boycott russian goods

Answer 11

When international brands have such a strong presence that they become domestic in consumers minds -Nestle, Adidas, BIC

Answer 12

1. Standardisation 2. Adaptation

Answer 13

using the same marketing mix and strategy in all countries, homogenizing a worldwide scale

Answer 14

Customising the marketing mix and strategy to fit the unique dimensions of each local market -Plan globally, act locally -Basic positioning can be the same, but details are adapted for local cultures

Answer 15

* Economies of scale * Single, coherent global image * Quality and performance * Excellent monitoring of information

Answer 16

* Respect local preferences and expectations * Excellent local image * Consumers feel important, increasing loyalty

Answer 17

* Possible loss of advertising effectiveness * Little reactivity * Little flexibility * Can create negative reaction from neglecting local needs

Answer 18

* Higher cost * Time consuming and poor speed of execution * Difficult to know what consumers really want (tastes constantly change and evolve)

Answer 19

1.MacDonalds: different menu around the world 2.Band aid in India - adapted to local methods for treating wounds – Educate public on leaving wounds open to heal – Added red-colored medicine that resembled iodine – Later launched turmeric variant 3.Public heath initiatives - iron shaped fish

Answer 20

* In the U.K: – Too American – American accent in ads – Low awareness (discount grocery store?) – Buy fewer electronics, and from smaller stores * In China: – Local stores cheaper – Traffic congestion – don’t want to drive to stores – Some blame consumers (“too cheap”) – not a good idea! – But iPhone sales in Shanghai sell more per square foot than anywhere

Answer 21

Blend both strategies

Answer 22

Segmentation: process of identifying a group of consumers sharing at least one characteristic that will likely increase their responsiveness to our marketing efforts – Takes a heterogeneous population and creates homogeneous-like segments – An attempt to pull people together (based on common needs) vs. dividing people – Segment to increase the efficiency of marketing efforts

Answer 23

Segmentation: emphasises ATTITUDINAL variables Stereotyping: ephasises PHYSICAL variables Segmentation: avoid drawing conclusions beyond these variables that might limit the size of the target audience Stereotypes: Draw unrealistic and potentially offensive conclusions regarding attitudes and behaviors Segmentation: When developing specific descriptions, consider them to be individuals, not representatives Stereotypes: Consider any individual in the population as a representative of the population as a whole

Answer 24

proposes that stereotypes are defined along two key dimensions: Warmth + competence -Can explain a range of stereotypes we see in marketing -Used to justify treatment of group members

Answer 25

We perceive things as having varying degrees of capacity for agency and experience

Answer 26

Capable of action, planning, self-control

Answer 27

Capacity to feel emotions and sensations

Answer 28

All the people born and living around the same period of time -Each generation has different likes, dislikes, attributes -Members have had collective experiences -Shaped by history, shared events, upbringing

Answer 29

-The richest, most free-spending retirees in history -Tend to be brand loyal

Answer 30

– Disciplined, self-sacrificing, and cautious (lots of savings) – An era of conformity followed by post-war WWII happiness – More traditional gender roles, pre-feminism – Marriage is for life, divorce and having children out of wedlock were not accepted

Answer 31

-Big target because of size -Account for half of all discretionary spending -Buy it now and use credit

Answer 32

-"Me generation" - value achieving individual success, freedom -Positive about authority, hierarchy, tradition -Women began working outside the home -First TV, divorce generation -First generation retirement=enjoying life after children leave home

Answer 33

Traditionally overlooked by marketers -Cynical about obvious marketing (persuasion knowledge) -Into labels and brand names, but less brand loyal

Answer 34

-MTV Generation -Entrepreneurial, individualistic, disillusions, judgmental, skeptical, leaning back, slackers -Commits to self rather than specific career -Late to marry, quick to divorce

Answer 35

-Chance to earn early brand loyalty; socially-conscious brands – Easily reached via social media and digital channels

Answer 36

– “9/11 generation,” – Empowered, ambitious, “leaning forward,” tolerant, inclusive, assertive, entitled, nurtured by omnipresent parents – High-tech, media savvy, short attention span – “They have been told over and over again that they are special, and they expect the world to treat them that way” – Prefer a relaxed work environment, work/life integration

Answer 37

$51 billion is spent by tweens every year with an additional $170 billion spent by their parents and family members directly for them – Brand loyalty develops at a young age

Answer 38

– They have never known a world without computers and cell phones – With the advent of computers and web based learning, children leave behind toys at younger and younger age

Answer 39

a person’s biological status as male, female, or intersex – Indicators: sex chromosomes, gonads, internal reproductive organs, external genitalia

Answer 40

the attitudes, feelings, and behaviors that a given culture associates with a person’s biological sex

Answer 41

one’s sense of oneself as male, female, or transgender

Answer 42

way in which a person communicates gender within a given culture (clothing, communication, interests)

Answer 43

behaviors that are compatible with cultural expectations