culture and cross-cultural consumer behaviour

Question 1

What is culture?

Answer 1

the collective values, customs, norms, arts, social institutions, and intellectual achievements of a particular society

Question 2

What are the 3 levels of culture?

Answer 2

sub-culture-group(reflect subdivisions of a country or society eg. race, religion)
culture-national(core of the “natural character” of a country eg. singapore)
cross-culture-supernatural (culture that affects multiple societies eg.western culture influencing asian countries)

Question 3

According to the cultural iceberg, what are the behaviour and practises?

Answer 3

Language
Dress
Food
Music/ literature/ visual art
Festivals/ rituals

Question 4

According to the cultural iceberg, what are the attitude and core values?

Answer 4

Beliefs
Values/ ethics
Communication style
Handling emotions
Handling of personal space
Notions of modesty

Question 5

What is the marketing implications of cultural iceberg?

Answer 5

Understanding the underlying consumer values help marketers to better influence consumption behaviour

Question 6

How can cultural elements be use in marketing promotion?

Answer 6

Cultural elements can be used in marketing promotion to enhance the connection with local audience:

1. Language
2. Symbols
3. Rituals

Question 7

Consumers today are more influenced by overseas culture due to?

Answer 7

1. International travel

2. Media exposure

Question 8

What are the global marketing strategies?

Answer 8

• Global strategy (standardise product and promotion)
• Hybrid strategy (Localised product and Standardise promotion)
• Hybrid Strategy (Standardised promotion and localised product)
• Local strategy (localised product and localised promotion)

Question 9

What are the key considerations of global marketing strategies?

Answer 9

1. Product consideration
2. Promotion – Language consideration
3. Promotion – Promotional appeal consideration
4. Value of a global brand