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Cultural Influences on International Marketing

Examining elements of Culture and how they affect marketing in an international market.

Kristin Sieloff

on 18 October 2012

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Transcript of Cultural Influences on International Marketing

photo credit Nasa / Goddard Space Flight Center / Reto Stöckli Kristin Sieloff, JennyWarner and Bret Crawford Cultural Influences on International Marketing Culture Culture is the components of a society's personality. Nonverbal Communication Elements of Culture Language Language Religion Cultural Values Values guide ones evaluation of behavior and are put in order of importance (values vary within religion) Includes (among others): Ecology- how a population reacts with their environment Social Structure- how society is organized Ideology- how individuals in a society relate to things outside of themselves (peers, time, space, objects) Proxemics- refers to the "bubble", or lack thereof, customary Oculesics- how individuals use eyecontact in conversation Chronemics- the timing of verbal communications Haptics- how physical contact is used in conversations Appearances- one's clothing and grooming Kinesics- body movement during verbal communication Religion Cultural Values Cultural Norms National/Regional Character ...more than just words. Chevy Nova doesn't go Gerber goes to
Africa Nothing Sucks
like an Electrolux! Subcultures- pieces of the whole culture LGBTQ population Republicans Southern Baptists Religion is a set of beliefs that defines a group of individuals relationship towards the supernatural Business Days

Gender Roles

Marketing Practices Enculturation Acculturation Assimilation Norms coincide with values - they dictate what is acceptable or unacceptable Cultural Norms Imperatives Exclusives Adiaphoras Time Orientation

Business Hours/Days

Gift Giving


Gender Roles National/Regional Character Characteristics define a countries behavior and are likely to influence international marketing Business Days/Hours Gender Roles Marketing Practices Definition Cultural Variability Four Dimentions Scale 1-100 Power Distance Uncertainty Avoidance Masculinity Individualism (cc) image by rocketboom on Flickr (cc) image by quoimedia on Flickr AWARENESS Cultural Change & Marketing Integration Immersion Understanding Cultural Market Problems Research Identify Design Cultural Integration Symbolism Meaning a) product b) advertisement One's tendency to revert Self-Reference Criterion Maximum Advantage Sixpacktech.com freshfoodcentral.com foodfeteexpress.wordpress.com evacuumstore.com youtube.com Cultural superiority Ethnocentrism Futbol Consumers? GCC Positioning Global Consumer Culture Local & Foreign Thanks! FIN
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