Reading...
Play button
Play button
Use LEFT and RIGHT arrow keys to navigate between flashcards;
Use UP and DOWN arrow keys to flip the card;
H to show hint;
A reads text to speech;
27 Cards in this Set
- Front
- Back
|
Task of Global Marketer
|
Study and understand the cultures of countries in which they will be doing business
Understand how an unconscious reference to their own cultural values, or self-reference criterion, may influence their perception of the market Incorporate this understanding into the marketing planning process |
|
|
Culture
|
Ways of living,built up by a group of human beings, that are transmitted one generation to another
|
|
|
Culture (key points)
|
Is acted out in social institutions
Has both conscious and unconscious values, ideas, and attitudes Is both material and non-material |
|
|
Social Institutions
|
Family
Education Religion Government Business (Function to reinforce cultural norms) |
|
|
Material
|
Physical components Of culture
-Objects -artifacts -clothing -tools -pictures -homes |
|
|
Non-Material
|
Subjective or abstract culture
-religion -perception -attitudes -beliefs -values |
|
|
Culture (Geert Hofstede)
|
Is the collective programming of the mind that distinguishes the members of one category of people from another.
A nation, ethnic group, a gender group, an organization, or a family may be considered as a category |
|
|
Global Consumer Culture
|
-Persons who share meaningful sets of consumption-related symbols
-pop culture, coffee culture, fast-food culture, credit card culture -primarily the product of a technologically interconnected world (Internet, satellite tv, cell phones) |
|
|
Attitude
|
Learned tendency to respond In a consistent way to a given object or entity
|
|
|
Belief
|
An organized pattern of knowledge that an individual holds to be true about the world
|
|
|
Value
|
Enduring belief or feeling that a specific mode of conduct is personally or socially preferable to another mode of conduct
|
|
|
Religion
|
-one important source of society's beliefs, attitudes, and values
- major religions = Buddhism, Hinduism, Islam, Judaism, and Christianity -Religious tenets, practices, holidays, and history impact global marketing activities |
|
|
Aesthetics
|
The senses of what is beautiful and what is not beautiful
-what represents good taste as opposed to tastelessness or even obscenity |
|
|
Visual
|
Embodied in the color or shape of. A product, label, or package
|
|
|
Styles
|
Various degrees of complexity, for example are perceived differently around the world
|
|
|
Red (Aesthetics and Color)
|
Associated with blood, wine-making, activity, heat, and vibrancy in many countries but is portly perceived in some African countries
|
|
|
White (Aesthetics and Color)
|
Identified with purity and cleanliness in the West, with death in parts of Asia
|
|
|
Dietary Preference
|
Reindeer-Finland
Rabbit- France Ride, soup, and grilled fish for breakfast- Japan Kimchi-Korea Blood Sausage-Germany |
|
|
Syntax
|
Rules of sentence formation
-English has relatively fixed word order -Russian has relatively free word order |
|
|
Semantics
|
System of meaning
-Japanese words convey nuances of feeling for which other languages lack exact correlation; yes and no can be interpreted differently than in other languages |
|
|
Phonology
|
System of sound patterns
-Japanese does not distinguish between the sound i and r; English and Russian both have i and r |
|
|
Morphology
|
Word formation
-Russian is a highly inflected language, with six different case ending for nouns and adjectives; English had fewest inflections |
|
|
Speaking English around the globe
|
- More people who speak English as a foreign language than native speakers
- 85% European teens study English - Sony, Nokia, Matsushita require managers to speak English |
|
|
Non-verbal Communication
|
Westerners tend to be verbal, Asians value non-verbal communication
- in Japan bowing has many nuances - In the Mideast, westerners should not show the soles of shoes or pass documents with the left hand |
|
|
Culture affects Products
|
Harry Potter
-standardized English version and locally adapted translations -in china deemphasized western magic and incorporated 2,500 Year old traditions of ghost stories and expression were also modified |
|
|
Marketings impact on Culture
|
Universal aspects of the culture environment represent opportunities to standardize elements of a marketing program
-Increasing travel and improved communication have contributed to a convergence of tastes and preference in a number of product categories |
|
|
"Mcdonaldization of Culture" (George Ritzer)
|
Eating is at the hear of most cultures and for many it is something on which much time, attention, and money are lavished. In attempting to alter the way people eat, Mcdonaldization loses a profound threat to the entire cultural complex of many societies
- Protest against the opening of McDonald's in Rome led to the establishment of the Slow Food Movement |
