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Culture in International Marketing
Transcript of Culture in International Marketing
Silverblatt, A. (2004). Media as Social Institution. AMERICAN BEHAVIORAL SCIENTIST, 48(1), 35-41. Retrieved June 9, 2009
Riad, A. & Cool, K. (2006), "Sociocultural Factors". In International Business Theory and Practice , 2nd ed, M.E.Sharpe.inc,
Hall, E.T. & Hall, M.R. (1990), "". In understanding cultural differences, Intercultural Press, Yarmouth, pp.3-18
Hollensen, S. (2011), "The Sociocultural Environment ". In Global Marketing A decision-oriented approach, 4th ed, Peason Education Limited, London, pp.234-244
International Marketing and Culture. 2013. International Marketing and Culture. [ONLINE] Available at: http://www.marketingteacher.com/lesson-store/lesson-international-marketing-culture.html. [Accessed 07 March 2013]. References Thank You For listening! ->Are the principle institutions through which essential tasks of living are organised, directed and executed.
->The position of men and women in society, the family, social classes, group behavior and age groups are interpreted differently within every culture.
->Family is considered the most important unit of social organization. There are two types of family:
Nuclear family – wife, husband, children. (USA,EU)
Extended family – several generations in one household. (Japan) 6.Social Institutions ->A countries language is the key to its culture and can be described as the mirror of the culture.
Language is important information gathering and evaluation efforts.
->Rather than relying completely in the opinions of others, people are far more comfortable speaking their own language, and this should be treated as an advantage.
->It provides access to local society. When firms translate promotional materials and information they are seen that they are being serious about doing a business in a country 5.Langauges ->Refers to attitudes towards beauty and good taste in Art, Drama, painting, music, folklore and dance. May vary a lot from culture to culture.
->Aesthetics are of particular interest to the market, because their role in interpreting the symbolic meanings of various methods of artistic expression, color, and standards of beauty in each culture.
Corporate image could be damaged. 4.Aesthetics ->Religion, Belief in and notions about god that help determine individuals attitude towards work and thrift.
->It Answer’s basic question about life.
->Supports values. Therefore, may cause conflict
Religion influence's people's habits, their outlook on life, the products they buy, they way they buy them.
->Such influence can extend to the acceptance or rejection of promotional message. 3.Belief System ->Education in each society differs from others.
->The level of education influences the marketing strategy and the techniques used.
->Educational system has a profound influence on the artifacts, customs and people's behavior.
->If technology is marketed the level of sophistication of the product will depend on the education level of future users. 2.Education ->Material culture results from technology and is directly related to how a society organizes its economic activity.
->It is demonstrated in the availability and capability of the basic economic, social, financial and marketing infrastructure.
->It affects the level of demand, the quality and types of products demanded and their functional features, as well the means of production of these goods and their distribution.
->Trevor Baylis' clockwork radio. 1.Material Culture 1.Material Culture
6.Social institutions The Elements of Culture ->Therefore, Culture is very important in marketing. it affects:
.The market demand.
.The nature of business negotiations.
.It provides information on how:
-Products should be presented to different customers.
.How individuals are evaluated.
.Attitudes towards authority.
.Attitudes towards financing and repayment schemes. Continued ->Culture is the collective programming of the mind which distinguishes the members of one human group from another…Culture, in this sense, includes systems of values; and values are among the building blocks of culture
Hollensen, S. (2011 (P234)
Another definition by Hofstede:
->Culture is always a collective phenomenon, because it is at least partially shared with people who live or lived within the same environment, which is where it was learned. It is the collective programming of the mind which distinguishes the members of one group or category of people from another.
Hall, E.T. (1990). Definition of Culture? ->The knowledge of a country’s geography and history is necessary.
-The basic needs of climate and topography of a country are important environmental considerations when evaluating a market.
->Each country has a certain culture, yet there are also countries that has several Sub-cultures, such as: India, US, Russia. Usually referred to as multicultural countries. What is Culture? ->The Learned ways in which a society understands, decides and communicates.
.Every Country has its own culture.
.Culture Compasses virtually every part of a person’s life.
.The way in which people live together in a society is influenced by Religion, Education, Family and Reference groups.
.It is also influenced by legal, economic, political and technological forces.
->To Fully understand the Culture in a specific or all countries markets. What is Culture?
-What is Culture?
-The definition of Culture
-Why is Culture is important in International Marketing
-The Element of Culture
-How Culture can affect International Firms Activities.
-References. Content: By Albadr Srur
Tutor: Paul Reynolds
Q7.a)What is Culture? Why is an understanding of culture is important in international marketing?
b)Outline and discuss the principle elements of culture as they affect the behavior of the international firm. ->In today's business relations are essential. The key to effective communication between countries is an understanding of each other's culture, especially a working knowledge of how each society conveys meaning.
->"high context" and "low context" are labels denoting inherent cultural differences between societies. Edward T. Hall's. 5. Continued ->The world is divided into major Cultures
.Western: American, Nordic, Southern Europe, Japanese, Hindu.
.Islamic: Middle East( Qatar, UAE, Lebanon)
Far East ( Pakistan, Afghanistan)
-> To satisfy consumers needs, the basic understanding of their climate, qualities, and belief's will give a better chance to acknowledge their way of activities as a part of their behavior. Why an understanding of Culture is essential in international marketing? BHK0031 Culture in International Marketing Edward T. Hall's