Ch09 - TTU
Chapter 9
Consumer Culture
© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Learning Outcomes
• Understand how culture provides the true meaning of objects and activities
• Use the key dimensions of core societal values to apply the concept of cultural distance
• Define acculturation and enculturation
© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Learning Outcomes
• List fundamental elements of verbal and nonverbal communication
• Discuss current emerging consumer markets and scan for opportunities
© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
What is Culture?
• Consumer culture represents the commonly held societal beliefs that define what is socially gratifying within a specific society
© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Culture, Meaning, and Value
Giving meaning to objects
Giving meaning to activities
Facilitating communication
© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Cultural Norms and Sanctions
• Cultural Norm
– Rule that specifies the appropriate behavior in a given situation within a specific culture
• Cultural Sanctions
– Penalties associated with performing a nongratifying or culturally inconsistent behavior
© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Origin of Culture
• Ecological factors
– The physical characteristics that describe the physical environment and habitat of a particular place
• Tradition
– The customs and accepted ways of structuring society
– Includes things like the family and political structures of a society
© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Dimensions of Cultural Values
Individualism
Masculinity
Power Distance
Uncertainty Avoidance
Long-Term Orientation
© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Cultural Distance
• Represents how disparate one nation is from another
CD
i
5
1
( TCSV i
BCSV i
)
2
Where,
• CD = Cultural Distance
• TCSV = Target Country Value Score on Dimension i
• BCSV = Baseline Country Value Score on Dimension i
© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
How Is Culture Learned?
Socialization
Enculturation
Acculturation
© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Fundamental Elements of
Communication
• Verbal communication
– Translational equivalence
– Metric equivalence
– Globish
• Nonverbal communication
– Time
– Mannerisms/Body
Language
– Space
– Etiquette/Manners
– Relationships
– Agreement
– Symbols
© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Emerging Cultures
BRIC Markets: Brazil, Russia,
India, and China
Chindia: Refers to the combined market and business potential of
China and India
Glocalization: marketing strategy may be global but the implementation should be local
© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
