Culture Flashcards
Define culture
Culture is the sum total of learned beliefs, values, and behavior (customs) that serve to direct the consumer behavior of members of a particular society.
How does culture impact consumer behavior?
Culture influences the type of needs a consumer thinks they have, their pre-purchase search process, and how they evaluate various alternatives.
Why is it important for businesses to understand consumer cultures?
Understanding consumer cultures helps businesses align their strategies with consumer values, attitudes, motives, and goal-directed behavior.
What is the importance of contextualizing decisions and strategies according to different cultural settings?
Decisions and strategies must be contextualized to ensure relevance and effectiveness in diverse cultural environments.
What does the quote by Alan Watts suggest about our thoughts and culture?
It suggests that our private thoughts and emotions are influenced by the languages and images provided by society.
How does culture serve as a lens for consumers?
Culture is the lens through which people view products and companies, influencing consumption choices.
What are the key components that shape culture?
- Beliefs
- Values
- Behavior
What are beliefs in the context of culture?
Beliefs are convictions that we generally hold to be true, usually without actual proof or evidence.
How can companies leverage existing beliefs for marketing?
Companies can build on existing beliefs for faster acceptance and educate on false beliefs using scientific proof.
What are the forms of cultural learning?
- Formal – taught by elders in one’s own family
- Informal – learnt by imitating the behavior of others
- Technical – instructed by a teacher in an educational environment
What is enculturation?
Enculturation is the learning of one’s own culture.
What is acculturation?
Acculturation is the learning of a new or foreign culture.
What is cross-cultural understanding?
Cross-cultural understanding refers to the knowledge of the extent of differences or similarities of consumers between and within societies.
What are subcultures?
Subcultures are distinct cultural groups that exist as an identifiable segment within a larger, more complex multicultural society.
Why is it important for marketers to understand subcultures?
Understanding subcultures allows marketers to focus on sizeable and natural market segments that may be desirable for special attention.
What are examples of sub-culture categories?
- Language
- Race
- Religion
- Gender
- Age
- Family lifecycle stage
- Social class
What do Hofstede’s Cultural Dimensions measure?
Hofstede’s Cultural Dimensions provide a framework that describes the differences in values and perspectives across global cultures.
What does High Power Distance (PDI) indicate?
High Power Distance indicates that people who are less powerful accept more autocratic and paternalistic power relations.
What characterizes a Low Power Distance (PDI) culture?
Low Power Distance cultures expect more consultative or democratic power relations and strive to equalize the distribution of power.
What does Individualism vs Collectivism (IDV) measure?
IDV measures the degree to which a culture values individuality and uniqueness over conformity and interdependence.
What is the focus of a culture high in Individualism?
A culture high in Individualism stresses personal achievements and individual rights.
What does the Masculinity vs Femininity (MAS) dimension measure?
MAS measures how society is more competitive or consensus-oriented and expresses the distribution of roles between men and women.
What traits are associated with high Masculinity (MAS)?
Traits associated with high Masculinity include ambition, acquisition of wealth, and differentiated gender roles.
Fill in the blank: Culture satisfies needs by providing order, direction, and guidance for problem solving by offering _______.
[tried-and-true methods]
What does femininity emphasize in gender roles?
Caring and nurturing behaviors, sexuality equality, environmental awareness, and more fluid gender roles.
Define High Masculinity (High MAS).
Preference for accomplishments, heroism, assertiveness, and material rewards for success.
Define Low Masculinity (Low MAS).
Preference for supportiveness, modesty, caring for the weak, and quality of life.
What does Uncertainty Avoidance (UAI) express?
The degree to which members of a society feel uncomfortable with uncertainty and ambiguity.
What characterizes High Uncertainty Avoidance (High UAI)?
Minimizes the occurrence of unknowns through step-by-step planning and rigid codes of belief.
What characterizes Low Uncertainty Avoidance (Low UAI)?
Accepts and feels comfortable in unstructured situations and is tolerant of change.
What is Hofstede’s Cultural Dimensions Index?
A framework for understanding cultural differences along various dimensions, including power distance and individualism.
What does a score of 0 to 100 indicate in Hofstede’s dimensions?
Scores indicate low to high levels for each dimension.
What is a Standardised Communication strategy?
A communication approach where the message remains unchanged across different markets.
What is a Localised Communication strategy?
A communication approach that modifies the message to suit the local context and audience.
Define Global Strategy in product strategy.
A marketing approach that keeps the product unchanged across different markets.
What is a Mixed Strategy?
Combines localised products with standardised communication messages or vice versa.
Why did Cheetos alter its product for the Chinese market?
Cheese is not a staple in the Chinese diet, so local flavors were introduced.
What mistake did YellowPages make in its advertising?
Displayed a bowl of noodles while promoting a dish that is actually rice-based.
What cultural trait is emphasized in Northern China?
Value of relationships and kinships, submission to authority, and acceptance of fate.
What is a common characteristic of Northern Chinese culture?
Emphasis on stability and harmony, and duties to family, clan, and state.
Why is Instant Roti Prata more successful in Hong Kong than Northern China?
Greater exposure to Indian cuisine and cultural familiarity in Hong Kong.
What is a suggested marketing strategy for Roti Prata in Northern China?
Use wheat as an ingredient or show it being paired with local dishes.
What issue arises from a television commercial portraying a teenager choosing Roti Prata over family dinner?
It conflicts with Chinese cultural emphasis on kinship and family cohesion.
What are the key differences between China and Singapore regarding Masculinity?
China scores higher in Masculinity, indicating a more competitive society.
What does a higher score in Uncertainty Avoidance indicate about a society?
Less comfort with ambiguity and a preference for structured environments.
What is the conclusion regarding success in overseas markets?
Success cannot be replicated without considering cultural differences and consumer behavior.
What is achieved by replicating the success from one market to another?
Market expansion
This refers to companies seeking to apply successful strategies from one market in different markets
Why do consumers in different markets behave differently?
Due to differences in values, beliefs, and behavior
These factors contribute to varying consumer preferences and actions
What should companies positioning themselves in a global market consider?
Product and communication strategies
Tailoring strategies to local cultures and expectations is crucial
What are the forms of cultural learning?
Formal, Informal, Technical
These forms indicate how individuals acquire cultural knowledge and norms
What are the methods for measuring culture?
Content analysis, Field observation
These methods help researchers understand cultural dynamics and behaviors
What are the two processes involved in the acquisition of culture?
Enculturation, Acculturation
Enculturation is the process of learning one’s own culture, while acculturation involves adapting to a new culture
What is the Power Distance Index (PDI)?
A measure of how power is distributed and accepted in a culture
It reflects the degree of inequality that exists in a society
What does Individualism vs Collectivism (IDV) measure?
The degree to which individuals are integrated into groups
Individualistic cultures prioritize personal goals, while collectivist cultures emphasize group goals
What does Masculinity vs Femininity (MAS) indicate?
The distribution of emotional roles between genders
This dimension assesses whether a culture values competitiveness (masculine) or care and quality of life (feminine)
What is the Uncertainty Avoidance Index (UAI)?
A measure of how cultures handle uncertainty and ambiguity
High UAI cultures prefer clear rules and structures, while low UAI cultures are more accepting of uncertainty
What is a Mixed Strategy in global marketing?
Standardized product + localized message or localized product + standardized message
This approach allows companies to balance global efficiencies with local relevance
What is Local Strategy in marketing?
A strategy that focuses on adapting products and marketing efforts to local markets
This involves tailoring offerings to meet local preferences and cultural norms
