Loading presentation...

Present Remotely

Send the link below via email or IM

Copy

Present to your audience

Start remote presentation

  • Invited audience members will follow you as you navigate and present
  • People invited to a presentation do not need a Prezi account
  • This link expires 10 minutes after you close the presentation
  • A maximum of 30 users can follow your presentation
  • Learn more about this feature in our knowledge base article

Do you really want to delete this prezi?

Neither you, nor the coeditors you shared it with will be able to recover it again.

DeleteCancel

Make your likes visible on Facebook?

Connect your Facebook account to Prezi and let your likes appear on your timeline.
You can change this under Settings & Account at any time.

No, thanks

Untitled Prezi

No description
by

Vivian Eternod

on 16 August 2016

Comments (0)

Please log in to add your comment.

Report abuse

Transcript of Untitled Prezi

photo credit Nasa / Goddard Space Flight Center / Reto Stöckli
Session 4. Culture
Cultural Factors
Self -Oriented Values
Objectives/approaches to life that the individual members of the society finds desirable.
Consumer
Behavior

Language
Non verbal communication
Marketing
Strategy
culture
Culture is the complex whole which includes knowledge, belief, art, law, morals, customs, and any other capabilities and habits acquired by humans as members of society

... is comprehensive
... is acquired
... supplies boundaries within which most individuals think and act.
… influences us in such a way that we are seldom aware of it.
… is not static.
… it's changes are slow and small.
Other-oriented
values
Reflect a society’s view of appropriate relationships between individuals and groups within that society.
Values
Environment- related values
Society’s view of relationships with environment (economic, technical,
physical)
individual/collective
What does the culture reward more:
individual initiative?
cooperation with and conformity to a group?
key factor that differentiates cultures
influences reactions to advertising and the internet
imitative
Customers from collective countries tend to be more imitative and less innovating in their purchases than those in individualistic countries.
Ad themes as "be yourself" and " stand out" are more effective in the US than in countries like Japan , Korea or China
UK underground
US subway
UK subway
Tinto in Colombia
Youth/Age
Is the family organized to meet the needs of the children or the adults?
Are young people or older people viewed as leaders or role models?
Extended/Limited family
What are the obligations towards the family members?
Does the family include cousins, nieces, nephews and so on? What are the obligations towards them?
Masculine/Feminine
To what extend sex roles are clearly delineated?
Competitive/Cooperative
Does one obtain success by excelling over others or by cooperating with them?
Diversity/Uniformity
Does the culture embrace variation in religious belief, ethnic background, political views, and other important behaviors?
active/passive
Are people expected to take a physically active approach to work and play?
Are physical skills valued highly than nonphysical performances?
Is emphasis placed on doing?
sensual gratification/abstinence
To what extend is ti acceptable to enjoy sensual pleasures such as food, drink and sex?
Affect Consumer behavior and marketing strategy
Demographics
19 hermanos
Material/Nonmaterial
How much importance is attached to the acquisition of material wealth.
Hard Work/Leisure
Is a person that works harder than economically necessary admired?
Postponed gratification/Immediate gratification
Are people encourage to "save for a rainy day" or to "live for today"?
Religious/Secular
To what extend are behaviors ad attitudes based on he rules specified by a religious doctrine.
German words
Guilt-Schuld
Debt - Schuld
Cleanliness
To what extend is cleanliness pursued beyond the minimum needed for health?.
Performance/Status
Is the culture's reward system based on performance or on inherited factor such as family or class?
Tradition/Change
Are existing patterns of behavior considered to be inherently superior to new patterns of behavior?
Risk taking
Are those who risk their established positions to overcome obstacles or achieve high goals admired more than those who do not?
Problem solving/ Fatalistic
Are poeple encourage to overcome all problems, or do they take a "what will be, will be" attitude.
Nature
Is nature regarded as something to be achieved or overcome

Full transcript