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Global Marketing – Schrage 3
Global Marketing – Schrage 3
CONSUMER CULTURE
Cultural
differences are the most significant
and troublesome variables encountered
Product
names
names
Marketing strategies
Translation of slogans
Market research
Company
Global Marketing
Chapter 4
SOCIAL & CULTURAL ENVIRONMENTS
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Global Marketing – Schrage 3
WHAT IS CULTURE?
Global Marketing – Schrage 3
GLOBAL CONSUMER CULTURE
Attitudes, Beliefs,
Values
A system of values
and norms shared
among a group of
people and, when
taken together,
constitute a design
for living.
Diet
Aesthetics
Culture
Language
Religion
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Global Marketing – Schrage 3
RELIGION
Global Marketing – Schrage 3
IMPLICATIONS ON BUSINESS
Christianity
Hindus
Sikhs
Bahais
other religions
12%
2%
0%0%
1%
12%
Muslims
Buddhists
Jews
Atheists
non-religious
Christianity
Islam
Favors market-based systems.
No payment or receipt of interest.
Hinduism
Buddhism
Confucianism
Caste system plays a role.
33%
6%
13%
“Protestant Work Ethic” and “The Spirit of Capitalism”.
21%
2007 est. CIA fact book
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Little emphasis on entrepreneurial behavior.
Loyalty, reciprocal obligations, and honesty in dealings.
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Global Marketing – Schrage 3
AESTHETICS
Global Marketing – Schrage 3
DIETARY PREFERENCES
Availability
Spices
Tasteful
vs. tasteless
Beautiful vs. unattractive
Color perceptions
Music
Apparel
Way
of life
Habit
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Global Marketing – Schrage 3
LANGUAGE AND COMMUNICATION
SYMBOLISM
Of
1st spoken language
Chinese
Bengali
Spanish
Russian
English
Japanese
Global Marketing – Schrage 3
Arabic
German
Portuguese
All others
all aspects of culture
Communication
Where
13%
5%
Verbal
5%
3%
63%
most critical
most blunders occur
Nonverbal
3%
Symbols
3%
2% 2%
1%
Greetings
2007 est. CIA fact book
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Global Marketing – Schrage 3
Global Marketing – Schrage 3
HOFSTEDE
Four dimensions:
Power distance.
Individualism versus
collectivism.
Uncertainty avoidance.
Masculinity versus femininity.
CULTURAL TYPOLOGY
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Later research added the dimensions
of time orientation
" Culture is more often a source of conflict than of synergy. Cultural
differences are a nuisance at best and often a disaster."
Dr. Geert Hofstede, Emeritus Professor, Maastricht University.
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Global Marketing – Schrage 3
Global Marketing – Schrage 3
KLUCKHOHN & STRODTBECK
TROMPENAAR
Fred Strodtbeck
Relation to Nature
Subjugation
Harmony Mastery
Time Orientation
Past
Present Future
Basic Human Nature
Evil Neutral/Mixed Good
Activity Orientation
Being Containing/controlling Doing
Relationships among people
Individualistic Group Hierarchical
Space orientation
Private Mixed Public
Universalism vs. Particularism
Individualism vs. Collectivism
Neutral versus Affective
relationships
Specific versus diffuse relationships
Achievement versus ascription
Relationship to time
Relationship to nature
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Global Marketing – Schrage 3
SALAD BOWL CONCEPT
Global Marketing – Schrage 3
GANNON’S METAPHORS
The salad bowl is the idea that the U.S. is
not a melting pot but a salad bowl.
It is known as cultural mosaic in Canada.
All the different cultures are combined (like
a salad) but they do not merge together as
a homogenous culture.
Each culture keeps its own distinct
qualities, just as a onion does not take on
traits of a tomato merely by being placed
adjacent to it.
U.S. – Football
Most popular sport
Super Bowl – most popular holiday for
gatherings
Huddling to make decisions
Based on statistics-reaching a goal
Japan- Garden
Wa (group harmony)
Shikata (rules governing behavior)
Seishin (training the mind to control the
body)
Aesthetics
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Global Marketing – Schrage 3
Global Marketing – Schrage 3
ENVIRONMENTAL SENSITIVITY
Product
adaptation
sensitivity
The connection suggests:
Environmental
MARKETING IMPLICATIONS ON SOCIAL AND
CULTURAL ENVIRONMENTS
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Which
countries are likely to be the most viable
competitors.
Which countries in which to locate production
facilities and do business.
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Global Marketing – Schrage 3
Global Marketing – Schrage 3
CULTURE IS DYNAMIC
CULTURE AND ETHICS
Do the “right” thing.
Thomas Donaldson’s Three Principles:
Respect for core human values (human rights),
which determine the absolute moral threshold
for all business activities.
Respect for local tradition.
The belief that context matters when deciding
what is right and what is wrong.
Cultural Change
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