MKT 420 Contemporary Issues in Marketing Chapter 8 Marketing across Cultures What is Culture? Link between individuals and societies: Learned behavior and results of behavior shared and transmitted by the members of a particular society.
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MKT 420 Contemporary Issues in Marketing Chapter 8
Marketing across Cultures<br>
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What is Culture? Link between individuals and societies:
Learned behavior and results of behavior shared and transmitted by the members of a particular society. (Linton, 1945)
Useful to, but not a characteristic of, individuals:
Culture is a set of beliefs or standards (control mechanisms), shared by a group of people, which help the individual decide what is, what can be, how to feel, what to do and how to go about doing it. (Goodenough, 1971) 2<br>
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Sources of Culture 3<br>
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What use is culture? Provides a set of beliefs and standards
What to do and how to do it correctly
What is palatable, admissible, ethical, magical, religious, hygienic, quality, etc.
When it is time to sleep, to eat, to work, etc.
Mindsets or mental maps guide behavior
Prejudices and stereotypes: what, why and how
Ethnocentric behaviors. 4<br>
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Functions of culture Communication codes
Long-term survival
Synchronization of behaviors
explicit – implicit
‘Best way’ for doing or not doing things (‘pools of knowledge’)
Identity (ingroups versus outgroups)
Vision of the world (Weltanschauung)
strongly related to deep-seated assumptions in particular languages. 5<br>
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Elements of Culture Language and communication
Organization of people based on Institutions
Material productions
Symbolic and sacred productions 6<br>
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1. Language and Communication Primary mechanism to convey and share information
Includes both explicit and implicit elements
Approximately 6000 languages.
389 are spoken by more than 1 million people. 7<br>
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2. Organization of people based on Institutions Territoriality (e.g. neighborhoods)
Physiological (e.g. gender, age)
Spontaneous (e.g. common interests/goals)
Occupational (e.g. expertise)
Hierarchy (e.g. status and rank)
Totality (e.g. political processes). 8<br>
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3. Material Productions Transmit, reproduce, update and improve knowledge and skills.
Primary material productions include:
Artistic (e.g. music, art)
Intellectual (e.g. books)
Physical (e.g. buildings, tools, products)
Service (e.g. education, media, banks). 9<br>
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4. Symbolic and Sacred Productions Religious beliefs
Life after death
Symbol conveys more than the object
(e.g., road signs, wedding rings, skull and crossbones)
Symbolic meaning in many things
(e.g., color, shape, labels, brands, numbers)
Quick understanding 10<br>
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An example of diverging symbolic interpretations<br>
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Interpreting Symbols 7 is bad luck in Kenya.
7 is good luck in the Czech Republic.
7 is magical in Africa.
10 is bad luck in Korea.
4 is related to death in Japan.
Red represents witchcraft and death in many African countries, but is a positive in Denmark.
Avoid triangular shapes in Hong Kong, Korea and Taiwan. It is a negative shape. 12 Source: Business America, July 12, 1993<br>
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Source: Copeland and Griggs, 1986, p. 63 Symbolism: In every culture, things, numbers, even smells have meanings Black is not universal for mourning
In many Asian countries it is white
Brazil it is purple
Mexico yellow
Ivory Coast dark red
Red suggests good fortune in China
Death in Turkey
Blue is the most masculine in USA
Red is in the United Kingdom or France Pink is the most feminine in USA
Yellow is more feminine in many other parts of the world
A candy wrapped in blue or green is probably a mint in the USA
In Africa it would be wrapped in red, in west it is for cinnamon.
Lemon scent suggests freshness in the USA
It is associated with illness in the Philippines
An owl is bad luck in India, like a black cat in West
In Japan a fox is associated with witches<br>
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McDonald’s in Israel: an example of key nothing Ad showed a slice of cheese that was in direct contact with meat
Contrary to Jewish religious prescriptions
milk-based products should be separated from meat-based food
Following massive consumer complaints, McDonald’s withdrew the ad and to change the campaign.<br>
