Test 5 Flashcards
What is globalization? And how is it changing?
It is more than just import and exports! Can involve exporting and importing values, lifestyles and attitudes.
It is changing from one-way influence (US-others) to mutual influence.
What are the four basic types of world citizens?
- Global citizens
- Global dreamers
- Antoglobals
- Global agnostics
What is a global citizen? (part of the 4 types)
o Positive toward international brands
o Signal higher quality
o Most concerned about corporate responsibility to the local country
o Prominent: Brazil, China and Indonesia
o Rare: US and UK
What is a global dreamer? (part of the 4 types)
o Positive towards international brands
o Buy into positive symbolic aspects
o Less concerned about corporate responsibility to the local country
o Equally distributed across countries
What is antiglobals? (part of the 4 types)
o Negative toward international brands o Don’t like brands that preach American Values o Don’t like multinationals o Higher: UK and China o Lower: Egypt and South Africa
What is global agnostics? (part of the 4 types)
o Don’t base decisions on global brand name (evaluate same as local brands)
o Don’t see global brands as special
o Higher: US and South Africa
o Lower: Japan, Indonesia, China and Turkey.
How do you define culture?
Culture is the complex whole that includes knowledge, belief, art, law, morals, customs, and any other capabilities and habits acquired by humans as members of society.
What is culture?
Culture – refers to the mental frames and meanings that are shared by most people in a social group
In a broad sense, cultural meanings include common perspectives, typical cognitions (beliefs) and affective reactions (feelings), and characteristic patterns of behavior.
What does cultural meanings usually include?
o Common perspectives
o Typical cognitions
o Characteristic patterns of behavior
How can cultural meanings be analyzed?
o Cultural meanings can be analyzed at different levels.
♣ Macro (Canada, France, Poland, Kenya, or Australia)
♣ Subcultures (elderly, young adults)
♣ Social classes (middle versus working class)
♣ Reference groups (members of a sorority or group of co-workers)
♣ Family (one family or extended)
How can cultural meanings be created?
o Created by people
o Construction of cultural meaning is more obvious at the level of smaller groups
o Cultural meanings are constantly in motion and can be subject to rapid changes
o Social groups differ in the amount of freedom people have to adopt and use cultural meanings
How do marketers approach culture?
o Analyze culture in terms of its major attributes or its content.
o Marketers typically focus on identifying the dominant values of a society, but culture is more than values.
What is cultural values?
Cultural values give rise to norms and associated sanctions, which in turn influence consumption patterns.
Cultures are not static.
¬ They typically evolve and change slowly over time.
The number of values that differ across cultures and affect consumption include:
o Other-Oriented Values ¬ Reflect a society’s view of the appropriate relationships between individuals and groups within a society ¬ Individual/Collective ¬ Youth/Age ¬ Extended/Limited Family ¬ Masculine/Feminine ¬ Competitive/Cooperative ¬ Diversity/Uniformity
o Environment-Oriented Values
¬ Prescribe a society’s relationship to its economic and technical as well as its physical environment ♣ Cleanliness ♣ Performance/Status ♣ Tradition/Change ♣ Risk taking/Security ♣ Problem solving/Fatalistic ♣ Nature
o Self-Oriented Values
¬ Reflect the objectives and approaches to life that the individual members of society find desirable
ϒ Active/Passive
ϒ Sensual gratification/Abstinence
ϒ Material/Nonmaterial
ϒ Hard work/Leisure
ϒ Postponed gratification/Immediate gratification
ϒ Religious/Secular
What does the content of culture include?
o Beliefs, attitudes, goals, and values held by most people in a society.
o The meaning of characteristic behaviors, rules, customs, and norms that most people follow.
o The meanings of significant aspects of the social and physical environment, including:
o Major social institutions in a society.
o Typical physical objects used by people in a society.
What is the goal of cultural analysis?
o To understand the cultural meaning of concepts from the point of view of the consumers who create and use them
Remember:
Behaviors can have important cultural meanings
What are the variables in nonverbal communication? 7 things.
- Time
- Space
- Symbols
- Relationships
- Agreements
- Things
- Etiquette
How does time vary between cultures? 2 ways
- Time Perspective
¥ monochronic vs. polychronic - Time Interpretations
¥ promptness
How does space vary between cultures?
Personal space: Distance varies.
How symbols vary between cultures?
ϒ Colors, animals, shapes, numbers, and music have varying meanings across cultures.
*Failure to recognize the meaning assigned to a SYMBOL can cause serious problems!
How do relationships vary between cultures?
How quickly and easily do cultures form RELATIONSHIPS and make friends?
ϒ Americans tend to form relationships and friends quickly and easily.
ϒ Chinese relationships are much more complex and characterized by guanxi.
How do agreements vary between cultures?
How does a culture ensure business obligations are honored?
How are disagreements resolved?
ϒ Some cultures rely on a legal system; others rely on relationships, friendships, etc.
How do things vary between cultures?
ϒ The cultural meaning of THINGS leads to purchase patterns that one would not otherwise predict.
The differing meanings that cultures attach to things, including products, make gift giving a particularly difficult task
How to etiquette vary between cultures?
The generally accepted ways of behaving in social situations.
ϒ Behaviors considered rude or obnoxious in one culture may be quite acceptable in another!
*Normal voice tone, pitch, and speed of speech differ between cultures and languages, as do the use of gestures.
What should marketers do when approaching culture?
♣ Marketing strategies must be sensitive to cultural meanings
♣ Marketers need to understand the cultural meanings of their products and brands.
WHEN values change, their means-end-chains change too.
