Session 5

Question 1

Definition of culture based on Sir Edward Tylor’s definition in 1871

Answer 1

that complex whole which includes knowledge, beliefs, art, morals, law, custom, and any other capabilities and habits acquired by man as a member of society

Question 2

High context of culture in Japan and low context in US: based on Designing a car brochure for Honda case

Answer 2

High context :
•Similarity
•Group orientation / discipline / patience
•Immediate under-standing in context
•Conservative
•Value work ethic
•Aesthetically pleasing

Low context :
•Diversity: Specific target
•Individuality / independence
•Everything needs clear explanation
•New and novel
•Value leisure time
•Informative

Question 3

Mention Culture Components

Millar, 1989

Answer 3

Cultural universals
Non-normative cultural identifiers
Normative cultural identifiers

Question 4

Millar: Marketing Application of Culture Components :

• cultural universal
• culture brand-target universal

Answer 4

• Cultural universals - general advantage
  –universally applicable appeals
  –shared lifestyles
  –no competitive advantage
• Culture brand-target universal - unique adv.
  –develop the brand identity into a cultural universal link, anchored in the normative value system of the sub/cross cultural target group

Question 5

How to distinguish cultures?
Largest study ever done:
Hofstede: Hermes study. Mention the 4 dimensions used in the study!

Answer 5

•PDI - Power Distance Index
+++ power is distributed unequally
•UAI - Uncertainty Avoidance Index
+++ need for security, regulation, safety
•IND - Individualism
+++ private life, ind. decisions, achievement
•MAS - Masculinity
+++ performance, ‘big is beautiful’, machismo

Question 6

Explain the difference in transparency between low context culture and high context culture

Answer 6

LOW CONTEXT CULTURES
•Require transparency and clarity
•The sender does all the work
HIGH CONTEXT CULTURES
•Transmit information in context, beautifully but ambiguous
•The receiver needs to create the interpretation from known, shared, common context

Question 7

James Lee’s Self Reference Criterion (SFC)

Answer 7

SRC- the unconcious reference to one’s own culture values in comparison to other cultureSRC-if we talk about in basic terms then SRC means to forget about self like if a company is going to some another country then the going company will have to take care about the culture etc of the host country and will have to forget about our culture like McDonalds when entered India they sold product aloo tikki burger inspite of their beef burger.