CHAPTER 3 – Marketing Across Cultures – Flashcards
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-reflect a people's underlying values -positive or negative evaluations, feelings, and tendencies that individuals harbor toward objects or concepts -learned from role models, parents, teachers, religious leaders
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Attitudes
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-what a culture considers "good taste" in the arts, the imagery evoked by certain expressions, and the symbolism of certain colors -selection of appropriate colore for advertising, product packaging, work uniforms can improve odds of success
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Aesthetics
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-learned behavior, it is shared with members of a society -ways of living, built up by a group of human beings, that are transmitted from one generation to another -acted out in social institutions -both physical (clothing and tools) and nonphysical (religion, attitudes, beliefs, and values) -ethnic groups, gender groups, organizations, families are categories -
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Culture
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-home country is superior to others -sees only similarities in other countries -assumes products and practices that succeed at home will be successful everywhere **leads to standardization or extension approach
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ethnocentric orientation
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-each country is unique -each subsidiary develops its own unique business and marketing strategies -often referred to as multinational **leads to a localized or adaption approach that assumes products must be adapted to local market conditions
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Polycentric orientation
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-a region is the relevant geographic unit -Ex: NAFTA or EU market -Some companies serve markets throughout the world but on a regional basis -Ex: GM had 4 regions for decades
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Regiocentric orientation
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-entire world is a potential market -strives for integrated global strategies -also known as a global or transitional company -retains an association with the headquarters country -pursues serving world markets from a single country or sources globally to focus on a select country markets **leads to a combo of extension and adaptation elements
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Geocentric
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-ethnocentric -polycentric -regiocentric -geocentric
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4 Management Orientations
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-family, education, religion, government, business -reinforce cultural norms
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Examples of social institutions
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clothes, decorative art, body adornment, homes
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Physical culture
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religion, perception, attitudes, beliefs, values
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abstract culture
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-person who share meaningful sets of consumption-related symbols -Pub, coffee, fast-food, credit card
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Emerging global consumer cultures
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-things that represent ideas and concepts in a specific culture -plan an important role in cross-cultural analysis b/c different cultures attach different meanings to things
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Cultural symbols
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-NA - 13 -Japan - 4, the word for death -This is why Tiffany & Co. sells fine glassware and china in sets of five not 4 in Japan
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Superstitious numbers in North Americans and Japan
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-Good in US, offensive in Russia and Poland when palm of hand is shown
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"Thumbs-up" difference in US and Russia & Poland
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-marketing research -product development -product pricing -product placement -product promotion
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Culture & Int'l Marketing
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-values & attitudes -language -aesthetics -religion -education
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Basic elements of culture
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learned tendency to respond in a consistency way to a given object or entity Ex: Santiago drives down highway in S.C. and gets stopped by a cop. His immediate reaction is to freak out b/c he thinks he'll get shot by the cop.
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Attitude
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an organized belief or feeling that a specific mode of conduct is personally or socially preferable to another mode of conduct Ex: Santiago thinks most white cops are willing to shoot a black person.
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Belief
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enduring belief or feeling that a specific mode of conduct is personally or socially preferable to another mode of conduct Ex: Society doesn't care about black people getting shot/approves of white cops shooting black people
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Value
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-guide culturally appropriate behavior -are widely accepted -induce people to respond in a certain way
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What do attitudes, beliefs, and values do?
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rules of sentence ex: English has relatively fixed word order; Russian has relatively free word order
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syntax
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system of meaning Ex: Japanese words convey nuances of feeling for which other languages lack exact correlations; 'yes' and 'no' can be interpreted differently than in other languages
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semantics
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system of sound patterns Ex: Japanese do not distinguish b/w the sounds 'I' and 'r'; English and Russian both have 'I' and 'r' sounds
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phonology
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word formation Ex: Russian is a highly inflected language, with 6 different case endings for nouns and adjectives; English has fewer inflections
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morphology
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-sense of what is beautiful and not -what represents god taste as opposed to tastelessness or even obscenity -visual -styles
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Aesthetics
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embodied in the color or shape of a product, label, or package
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visual
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various degrees of complexity, for ex, are perceived differently around the world
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styles
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associated w/ blood, wine-making, activity, heat, vibrancy in many countries but is poorly received in some African countries
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the color red
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id w/ purity and cleanliness in the West, with death in parts of Asia
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color white
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means inexpensive in Japan and China, but high quality and expensive in US
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Gray
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Buddhism, Christianity, Hinduism, and Islam
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World's major religions
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-religious holidays -consumption patterns -economic role of women -religious institutions -religious divisions: political instability and different target segments
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Things that differ b/w religions
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-formed around 4,000 yrs ago in present day India -more than 90% of Hinduism's 900 million adherents live in India -majority religion of Nepal and 2nd in Bangladesh, Bhutan, and Sri Lanka -way of life for some -recalls no founder and no central authority orspiritual leader -believe in reincarnation--rebirth of human soul at time of death -highest gold in life is moksha (escape cycle of reincarnation and eternal state of eternal happiness called nirvana) -strict ones don't eat/willfully harm any living creature b/c it may be a reincarnated human soul
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Hinduism
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-adaptation of mkt programs -labeling adaptation -difficulty when conducting research -cooperation w/ distributors -inadequate support services -training
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Basic element of culture: Education
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-info resides in context -emphasis on background, basic values, societal status -less emphasis on legal paperwork -focus on personal reputation -Saudi Arabia, Japan
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high-context cultures
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-messages are explicit and specific -words carry all info -reliance on legal paperwork focus on non-personal documentation of credibility -Switzerland, US, Germany
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low-context cultures
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everything in life must be dealt with in terms of its own time Ex: high-context cultures
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Polychronic
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time is money; linear--one thing at a time Ex: low-context culture
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Monochronic
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-power distance -individualism/collectivism -masculine/feminine -uncertainty avoidance -long-term orientation -indulgence vs. restraint
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Hofstede's cultural typology
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people look after their own and family interests (US, Canada, Australia) -personal achievements
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Individualistic
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people expect the group to look after and protect them (Mexico, Thailand) -business conducted in group context -conformity
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Collectivistic
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accepts wide differences in power; great deal of respect for those in authority (Mexico, Singapore, France, Guatemala, Philippines, Malaysia) -big gaps b/w weak and powerful -top mgmt tends to be autocratic & give little autonomy to lower-level employees
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High power distance
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plays down inequalities; employees are not afraid to approach nor are in awe (US, Sweden) -firms tend toward flat organizational structures with relatively equal relations b.w managers and workers
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Low power distance
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threatened with ambiguity and experience high levels of anxiety (Belgium, Japan, France) -rigid codes, decisions made slowly
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High uncertainty avoidance
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comfortable with risks; tolerant of different behavior & opinions (Ireland, Jamaica, Canada, US, Singapore) -quick decisions
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Low uncertainty avoidance
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values such as assertiveness, acquiring money and goods, and competition prevail (US, Japan, Australia) -ambition and power
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Masculine/Achievement
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values such as relationships and concern for others prevail (France, Sweden, Scandinavian countries)
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Feminine/Nurturing
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people look to the future and value thrift and persistence (China, Taiwan, Japan)
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Long-term orientation
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people value tradition and the past (Germany, Australia, US, Canada)
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Short-term orientation
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how people perceive power differences (told/asked)
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power distance
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degree to which individuals are integrated into groups (I/we)
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individualism/collectivism
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-degree to which people in a society attempt to control their impulses and desires -Denmark,Mexico, US score high
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Induglence
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-define problem or goal in terms of home country cultural traits -define problem in terms of host-country cultural traits; make no value judgments -isolate the self reference criterion (SRC) influence and examine it -redefine the problem w/o the SRC influence and solve for the host country situation
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How to reduce cultural myopia
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unconscious reference to one's own cultural values; creates cultural myopia
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self-reference criterion & perception
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-Innovators -Early adopters -Early majority -Late majority -Laggards
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Diffusion Theory: The Adoption Process
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an undiscovered market; demand would be there if product was there
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latent market
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market will emerge as macro environmental trends continue
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incipient market
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occurs when a person's values and beliefs intrude on the assessment of foreign culture
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self-reference citerion
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-data from sources that already exist - they have not been gathered for the specific research project -minimal effort and cost -trade journals, international orgs, commercial sources, trade associations, databases ex: go to census websites and use percentages of how many students have cars (therefore less accurate and -cheaper)
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secondary sources
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-facts and figures that are newly collected for the project -methods: survey research, interviews, consumer panels, observation, focus groups
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primary data
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a selected subset of a population that is representative of the entire population
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sampling
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random selection sampling
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probability sampling
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biased sampling
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non-probability samples
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ANOVA, regression, factor analysis, cluster analysis
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Statistical techniques to analyze data
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means that research can be used for valid comparisons between countries
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comparability
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analysis studies a culture from within
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emic
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analysis is detached & used in multi-country studies
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