© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

Chapter 3The Role of Culture

© 2013 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 Defined

• Culture:

• It encompasses a wide variety of elements, from materialistic to the spiritual•

© 2013 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 Defined

• Acculturation:

• It is one of the keys to success in __________________

© 2013 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 Defined

• High-context culture:

• Speaker and the listener rely on a common understanding of the context

• Low-context culture:

© 2013 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 Defined

• It is important to understand the difference between the context cultures to avoid misunderstanding of messages and intentions

© 2013 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 Defined

• Roles of a international manager• •

• The international business entity acts as a ___________ by introducing new products or ideas and practices

© 2013 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 Defined

• The change agent leads to social change in:• • •

© 2013 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 Defined

• The international marketer may be accused of cultural imperialism• Cultural imperialism:

• Global marketers and media have made national and regional artists to break into worldwide markets

© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

Elements of Culture

• Cultural universals:

• Elements included are:• • • • • •

© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

Elements of Culture

• The manifestation is unique which brings about cultural diversity

© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

Elements of Culture

• ________ is described as the mirror of culture and is multidimensional by nature:•

• Language mastery is required and must go beyond technical competency

© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

Elements of Culture

• Language capability serves four roles in international marketing:• • • •

© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

Elements of Culture

• Local assistance is required when dealing with language problem

• Selecting the translation software is important when translation is required

• International marketers should translate _________ and not ________

© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

Elements of Culture• Back-translation:

• Nonverbal language:•

© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

Elements of Culture• The five key topics that managers need to

understand are:• • • • •

• ________ defines the ideals for life, which are reflected in the values and attitudes of societies and individuals

© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

Elements of Culture

• Religion provides the basis for transcultural similarities under shared beliefs and behavior

• The major religions include:• Christianity:

•

© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

Elements of Culture• Islam:

• • Hinduism:

•

© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

Elements of Culture• Buddhism:

• • Confucianism:

•

© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

Elements of Culture

• Values and attitudes:• Values are

• Attitudes are

• Attitudes towards change:• •

© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

Elements of Culture

• Manners and customs:• Cultural convergence:

• Understanding manners and customs is important in negotiations

© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

Elements of Culture• Potential problem areas for marketers arise

from insufficient:• • • • •

© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

Elements of Culture• Managers must be concerned with

________________________________• Concept tests determine

________________________________• Focus groups:

• In-depth studies:

© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

Elements of Culture

• Material culture results from technology• It is directly related to the way a society

organizes its economic activity• It is manifested in the availability and

adequacy of the following basic infrastructures:• • • •

© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

Elements of Culture

• Aesthetics

• Color is used as a mechanism for:• • •

© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

Elements of Culture• International firms have to take into

consideration local tastes and concerns in designing their facilities

© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

Elements of Culture

• Education• • •

© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

Elements of Culture

• Social institutions• •

© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

Elements of Culture• Social stratification:

• • Reference groups:

• • Social organization determines the roles of

managers and subordinates and the way they relate to one another

© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

Elements of Culture• Sources of cultural knowledge• Cultural:

• Factual:

• Experiential:

• Interpretive:

© 2013 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 Analysis

• Dimensions of culture are:• • • • •

© 2013 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 Analysis• Self-reference criterion:

• Recommendations to reduce the influence of one’s own cultural values:• • • •

© 2013 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 Analysis

• Ethnocentricism:

• It can be achieved by acknowledging and properly adjusting to its possible effects in managerial decision making

© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

The Training Challenge

• To foster culture sensitivity and acceptance of new ways of doing things:•

• The objective of training programs is to foster:• • • •

© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

The Training Challenge• Area studies:

• Cultural assimilator:

© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

The Training Challenge• Sensitivity training:

• Field experience:

© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

Making Culture Work for Marketing Success

• Embrace local culture• • Employ locals to gain cultural knowledge• • Adapt products and processes to local

markets•