L4 The Impact of Culture

发布时间：2024-09-25

Global Marketing:A decision-oriented approach配套课件

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Global Marketing:A decision-oriented approach配套课件

4.The Impact of CultureDr Carmen Lopez

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Global Marketing:A decision-oriented approach配套课件

Course Structure – Part IILecture 5

Lecture 3

Lecture 4

Lecture 6

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4. The Impact of Culture

Global Marketing:A decision-oriented approach配套课件

Learning Outcomes Discuss how the sociocultural environment will affect the attractiveness of a potential market

Define culture and name its characteristics and elements Discuss the differences between high-context and low-context cultures Explain the ‘4+1’ dimensions in Hofstede’s model

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4. The Impact of Culture

Global Marketing:A decision-oriented approach配套课件

Remove your culturally tinted sunglasses to study international markets

International Marketing

4. The Impact of Culture

Global Marketing:A decision-oriented approach配套课件

HSBC – Cultural differences HSBC – The world’s local brand

http://www.77cn.com.cn/watch?v=mUCODUvKbzE&feature=related

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4. The Impact of Culture

Global Marketing:A decision-oriented approach配套课件

Culture - DefinitionIt is too complex to define in simple terms. One study in 1952 identified over 160 different definitions. 1. ‘Culture is the total way of life in a society’ (Fletcher,1979) 2. ‘Culture is the integrated sum total of learned behavioral traits that are shared by members of a society’ (Hoebel) 3. ‘Culture is the collective programming of the mind which distinguishes the members of one human group from another’ (Hofstede, 1980)

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4. The Impact of Culture

Global Marketing:A decision-oriented approach配套课件

Characteristics of culture Culture is learned. It is not biologically transmitted Culture is interrelated Culture is shared by a group of people .

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4. The Impact of Culture

Global Marketing:A decision-oriented approach配套课件

The visible & invisible parts of culture

http://www.77cn.com.cn/watch?v=MJcg_HEfzgo&NR=1Source: Hollensen, 2010

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4. The Impact of Culture

Global Marketing:A decision-oriented approach配套课件

High- and low-context cultures (Hall, 1960)

Low-context culturesRely on spoken and written language (e.g. North America, Germany)

High-context culturesUse more elements surrounding the message. The cultural context in where the message is communicated has a lot to say (e.g. Japan, Arab countries, South America)4. The Impact of Culture

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Global Marketing:A decision-oriented approach配套课件

High- and low-context cultures (Hall, 1960)

Figure 7.3 The contextual continuum of differing cultures Source: Usunier, J.-C. (2000). International Marketing,

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4. The Impact of Culture

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Comparative characteristics of culturesCharacteristicCommunication and language Sense of self and space Dress and appearance Food and eating habits Time consciousness Family and friends Values and norms Beliefs and attitudes Mental process and learning Business/work habits

Low-context / individualistic (e.g. western Europe, US)Explicit, direct Informal handshakes Dress for individual success, wide variety Eating is a necessity, fast food Linear, exact, promptness is valued, time = money Nuclear family, self-oriented, value youth Independence, confrontation of conflict Egalitarian, challenge authority, individuals control destin

y, gender equity Lateral, holistic, simultaneous, accepting life´s difficulties Deal oriented, rewards based on achievement, work has value

High-context / collectivistic (e.g. Japan, China)Implicit, indirect Formal hugs, bows and handshakes Indication of position in society, religious rule Eating is a social event Elastic, relative, time spent on enjoyment, time = relationships Extended family, other-oriented, loyalty and responsibility, respect for old age Group conformity, harmony Hierarchical, respect for authority, individuals accept destiny, gender roles Linear, logical, sequential, problem-solving Relationships oriented, rewards based on

http://www.77cn.com.cn/watch?v=of8UgykfUbw&feature=related http://www.77cn.com.cn/watch?v=Kc50NUInsi0&feature=results_main&playnext=1&list=PL9FCB41EE71B62963

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4. The Impact of Culture

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Task 1What do you see? Look at the picture below and write down what you can identifyin it. On completion, please consult with other people to understand what they saw in the picture. Can you see those things or do they appear very different interpretations to your own?

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4. The Impact of Culture

Global Marketing:A decision-oriented approach配套课件

Task 1

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4. The Impact of Culture

Global Marketing:A decision-oriented approach配套课件

Task 2 - StereotypesDifferences between Italian and other European stateshttp://www.77cn.com.cn/watch?v=HHWBL9_alKs

Complete the Stereotype Questionnaire individually, then compare your answers with other members in your group and discuss the differences identified

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4. The Impact of Culture

Global Marketing:A decision-oriented approach配套课件