Environments Pribanus Wantara 4 2 Introduction This chapter includes Society Culture and Consumer Culture Ethnocentricity and SelfReference Criterion Halls Theory Maslows Hierarchy ID: 419746
Download Presentation The PPT/PDF document "1 Social and Cultural" is the property of its rightful owner. Permission is granted to download and print the materials on this web site for personal, non-commercial use only, and to display it on your personal computer provided you do not modify the materials and that you retain all copyright notices contained in the materials. By downloading content from our website, you accept the terms of this agreement.
Slide1
1
Social and Cultural Environments
Pribanus WantaraSlide2
4-2
IntroductionThis chapter includes:Society, Culture, and Consumer Culture
Ethnocentricity and
Self-Reference Criterion
Hall’s Theory
Maslow’s HierarchyHofstede’s Cultural TypologyDiffusion Theory
African MarketSlide3
4-3
Task of Global MarketersStudy and understand the cultures of countries in which they will be doing businessUnderstand how an unconscious reference to their own cultural values, or self-reference criterion, may influence their perception of the market
Incorporate this understanding into the marketing planning processSlide4
4-4
Society, Culture, and Global Consumer CultureCulture–ways of living, built up by a group of human beings, that are transmitted from one generation to anotherCulture has both conscious and unconscious values, ideas, attitudes, and symbols
Culture is acted out in social institutions
Culture is both physical (clothing and tools) and nonphysical (religion, attitudes, beliefs, and values)Slide5
4-5
Social InstitutionsFamilyEducationReligionGovernment
Business
These institutions function to reinforce cultural normsSlide6
4-6
Material and Nonmaterial CulturePhysical component or physical culture
Clothing
Tools
Decorative art
Body adornmentHomesSubjective or abstract culture
ReligionPerceptionsAttitudesBeliefsValuesSlide7
4-7
Society, Culture, and Global Consumer Culture “Culture is the collective programming of the mind that distinguishes the members of one category of people from those of another.”
Geert
HofstedeA nation, an ethic group, a gender group, an organization, or a family may be considered as a category.Slide8
4-8
Society, Culture, and Global Consumer CultureGlobal consumer cultures are emergingPersons who share meaningful sets of consumption-related symbols
Pub culture, coffee culture, fast-food culture, credit card culture
Primarily the product of a technologically interconnected world
Internet
Satellite TVCell phonesSlide9
4-9
Attitudes, Beliefs, and ValuesAttitude–learned tendency to respond in a consistent way to a given object or entityBelief–an organized pattern of knowledge that an individual holds to be true about the worldValue–enduring belief or feeling that a specific mode of conduct is personally or socially preferable to another mode of conductSlide10
4-10
ReligionThe world’s major religions include Buddhism, Hinduism, Islam, Judaism, and Christianity and are an important source of beliefs, attitudes, and values.Religious tenets, practices, holidays, and history impact global marketing activities.Slide11
4-11
ReligionMcDonald’s does not serve beef hamburgers in India because Hindus do not eat beef.There were objections raised in the merger of Daimler-Benz and Chrysler relating to Jewish history and the Holocaust.
Some Muslims have tapped into anti-American sentiment by urging a boycott of American brands due to U.S. military action in the Mideast following 9/11.
Europeans are divided on the issue of referring to God and Christianity in a new European constitution. Strong Catholic countries like Ireland, Spain, Italy, and Poland are for inclusion. France and Belgium are strong advocates of separation of church and state. Europe’s politically active Muslim minority are resisting inclusion of Christianity in the EU Constitution.Slide12
4-12
AestheticsThe sense of what is beautiful and what is not beautifulWhat represents good taste as opposed to tastelessness or even obscenity
Visual–embodied in the color or shape of a product, label, or package
Styles–various degrees of complexity, for example, are perceived differently around the worldSlide13
4-13
Aesthetics and ColorRed–associated with blood, wine-making, activity, heat, and vibrancy in many countries but is poorly received in some African countries.White–identified with purity and cleanliness in the West, with death in parts of Asia.Gray–means inexpensive in Japan and China, but high quality and expensive in the U.S.Slide14
4-
14Aesthetics and ColorSome colors may be used in all countries, i.e., Caterpillar yellow, Marlboro’s red chevron. Colors may need to be adapted according to local cultural preferences.
Soft drink labels and color associated with good taste: Chinese associate brown. South Koreans and Japanese associate yellow. Americans associate red.Slide15
4-15
The Meaning of Color
Red signifies good luck and celebration in China
Yellow indicates a merchant in India
In England and the U.S., “Something Blue” on a bride’s garter symbolizes fidelitySlide16
4-16
Dietary PreferencesDomino’s Pizza pulled out of Italy because its products were seen as “too American” with bold tomato sauce and heavy toppings.Subway had to educate Indians about the benefits of sandwiches because they do not normally eat bread. Slide17
4-17
Language and Communication
Linguistic Category
Language Example
Syntax-
rules of sentence formation
English has relatively fixed word order; Russian has relatively free word order.
Semantics-
system of meaning
Japanese words convey nuances of feeling for which other languages lack exact correlations; ‘yes’ and ‘no’ can be interpreted differently than in other languages.
Phonology-
system of sound patterns
Japanese does not distinguish between the sounds ‘l’ and ‘r’; English and Russian both have ‘l’ and ‘r’ sounds.
Morphology-
word formation
Russian is a highly inflected language, with six different case endings for nouns and adjectives; English has fewer inflections.Slide18
4-18
Language and CommunicationSpeaking English around the GlobeThere are more people who speak English as a foreign language than native speakers
85% of European teens study English
Sony, Nokia, Matsushita require managers to speak English
Nonverbal Communication
Westerners tend to be verbal; Asians value nonverbal communicationIn Japan, bowing has many nuancesIn the Mideast, Westerners should not show the soles of shoes or pass documents with the left handSlide19
4-19
Marketing’s Impact on CultureUniversal aspects of the cultural environment represent opportunities to standardize elements of a marketing programIncreasing travel and improved communications have contributed to a convergence of tastes and preferences in a number of product categoriesSlide20
4-20
Controversy Surrounding Marketing’s Impact on Culture“McDonaldization of culture”
“Eating is at the heart of most cultures and for many it is something on which much time, attention, and money are lavished. In attempting to alter the way people eat,
McDonaldization
poses a profound threat to the entire cultural complex of many societies.”
-George Ritzer
Protest against the opening of McDonald’s in Rome led to the establishment of the Slow Food movementSlide21
4-21
High- and Low-Context CulturesHigh ContextInformation resides in contextEmphasis on background, basic values, societal status
Less emphasis on legal paperwork
Focus on personal reputation
Saudi Arabia, Japan
Low ContextMessages are explicit and specificWords carry all informationReliance on legal paperwork
Focus on non-personal documentation of credibilitySwitzerland, U.S., GermanySlide22
4-22
High- and Low-Context Cultures
Factor/Dimension
High Context
Low Context
Lawyers
(pengacara)
Less Important
Very Important
A person’s word
Is his/her bond
Is not reliable–get it in writing
Responsibility for
Organizational error
Taken by highest level
Pushed to the lowest level
Space
People breathe on each other
Private space maintained
Time
Polychronic
Monochronic
Competitive Bidding
Infrequent
CommonSlide23
4-23
High- and Low-Context Cultures
Factor/Dimension
High Context
Low Context
Lawyers
(pengacara)
Less Important
Very Important
Kata-kata
seseorang
Is his/her bond
Apakah
ikatan
nya
Is not reliable–get it in writing
Tidak
dapat
diandalkan
,
mendapatkannya
secara
tertulis
tanggung
jawab
Kesalahan
organisasi
Taken by highest level
Diambil
oleh
tingkat
tertinggi
Pushed to the lowest level
Didorong
ke
Pesan
tingkat
awal
Ruang
Orang bernapas satu sama lain
Ruang
pribadi
dipertahankan
Time
Polychronic
Monochronic
Penawaran
Pembelian
Kompetitif
Infrequent
(jarang)
Common
(umum)Slide24
4-24
Hofstede’s Cultural TypologyPower DistanceIndividualism/Collectivism
Masculinity
Uncertainty Avoidance
Long-term OrientationSlide25
4-25
Self-Reference Criterion and PerceptionUnconscious reference to one’s own cultural values; creates cultural myopia
How to Reduce Cultural Myopia:
Define the problem or goal in terms of home country cultural traits
Define the problem in terms of host-country cultural traits; make no value judgments
Isolate the SRC influence and examine itRedefine the problem without the SRC influence and solve for the host country situationSlide26
4-26
Diffusion Theory: The Adoption ProcessThe mental stages through which an individual passes from the time of his or her first knowledge of an innovation to the time of product adoption or purchase
Awareness
Interest
Evaluation
TrialAdoptionSlide27
4-27
Diffusion Theory:Characteristics of InnovationsInnovation is something new; five factors that affect the rate at which innovations are adopted include:
Relative advantage
Compatibility
Complexity
DivisibilityCommunicabilitySlide28
4-28
Diffusion Theory:Adopter CategoriesSlide29
4-29
Marketing ImplicationsCultural factors must be considered when marketing consumer and industrial productsEnvironmental sensitivity reflects the extent to which products must be adapted to the culture-specific needs of different national marketsSlide30
4-30
Environmental SensitivitySlide31
4-31
Environmental SensitivityIndependent of social class and income, culture is a significant influence on consumption and purchasingFood is the most culturally-sensitive category of consumer goods
Dehydrated
Knorr
Soups did not gain popularity in the U.S. market that preferred canned soups
Starbucks overcame cultural barriers in Great Britain and had 466 outlets by 2005Slide32
4-32
Looking Ahead to Chapter 5The Political, Legal, and Regulatory Environments of Marketing