Global Marketing Ch. 3

Front 1

What is one difficulty with the implementation of global marketing?

Back 1

There is still a lot of global diversity among regions and individual countries and even within countries.

Front 2

Culture

Back 2

A shared meaning system, or the collective programming of the mind that distinguishes the members of one group or people from another.Values, rituals, etc. shared by a group from generation to generation.

Front 3

The broad view of culture is that it:

Back 3

Encompasses all value systems of a nation.

Front 4

Why is knowledge of culture important to global marketing?

Back 4

The culture is the key environment characteristic that underlies systematic differences in behavior. It is a powerful force that shapes consumer behavior.Ignoring culture can cause business failure.

Front 5

National character

Back 5

Assumes each country has it's own character. People from one nation share certain common characteristics.

Front 6

Perceptions of national character are:

Back 6

Often based on indirect experience. They can be inaccurate and are clouded by racism, ethnocentrism, and discrimination. National character may not reflect actual personality traits.

Front 7

Subculture

Back 7

Developed around a shared characteristic that is different from the predominant national culture.

Front 8

Corporate cultures

Back 8

Subcultures that exist within the business world. Transcend national borders and cultures.

Front 9

T/F: Global marketers must determine if their product would appeal to their national cultural values, values of the subcultures of which they are a member, or both.

Back 9

True.

Front 10

National character studies explain _______________, not ______________, consumer behavior.

Back 10

Aggregate

Not individual

Front 11

Hofstede's 5 dimensions of national culture:

Back 11

1. Individualism

2. Masculinity

3. Power distance

4. Uncertainty avoidance

5. Long vs. short term orientation

Front 12

Do cultural values affect decisions inherent in the marketing mix?

Back 12

Yes, especially product and promotional considerations.

Front 13

4 dimensions of the schwartz value survey:

Back 13

1. Openness to change

2. Self transcendence

3. Conservatism

4. Self enhancement

Front 14

Advantages of the schwartz value survey:

Back 14

It can measure individual value differences and it has been used to study consumer behavior, particularly for segmentation and advertising.

Front 15

What does the GLOBE model stand for?

Back 15

Global Leadership and Organizational Behavior Effectiveness.

Front 16

2 things the GLOBE model does:

Back 16

1. Attributes defining a specified culture are predictive of leadership styles and organizational practices.

2. Clusters countries on the basis of shared similarities among social and psychological variables such as attitudes, values, and work goals.

Front 17

What is the dominant form of communication?

Back 17

Spoken or verbal communication.

Front 18

What percentage of communication is non-verbal?

Back 18

50-90%

Front 19

Low context cultures

Back 19

Words are explicit. Monochronic- doing one thing at a time.

Front 20

High context cultures:

Back 20

Meaning of what is said is hidden in the way it is said. Less time oriented and polychronic- doing a number of things at the same time .

Front 21

Monochronic vs. polychronic culture

Back 21

Monochronic: One thing at a time, concentrate, plan, task comes first, seldom borrow or lend things.

Polychronic: Do many things at once, easily distracted, what will be achieved is more important than when, relationships come first, borrow and lend things easily.

Front 22

Many view __________________ as the world's largest market.

Back 22

China.

Front 23

3 facts on China:

Back 23

1. Differences between the urban, moneyed population in global cities such as Shanghai and the interior of the country.

2. Gender differences.

3. Rely on advertising for different information, depending on their level of marketing sophistication.

Front 24

In ___________, given the enormous market size and it's relatively small, but growing middle class, marketers should consider its potential and the opportunities presented in this undeserved market.

Back 24

India.

Front 25

3 major market challenges for India:

Back 25

1. Wide spread corruption.

2. Large informal economy.

3. Widest income disparity.

Front 26

Should companies keep the poor and underprivileged in mind when introducing new products to the market?

Back 26

Yes!

Front 27

What are the 3 A's to follow when designing products for developing countries?

Back 27

Affordability, access, and availability.

Front 28

Products are purchased within a __________________.

Back 28

Cultural context.

Front 29

Culture imperialism

Back 29

Must be avoided. Forcing a person's cultural values on one another.

Front 30

Culture universals

Back 30

Values that are similar across cultures.

Front 31

Understanding cultural differences allow marketers to do what?

Back 31

Determine the need for product standardization or adaptation.

Front 32

Low context culture (USA) 5 traits:

Back 32

1. Message meaning expressed in words

2. Monochronic time

3. Individualistic

4. Short term business orientation

5. Individual decision making

Front 33

High context culture (Japan) 5 traits:

Back 33

1. Message meaning seen in social context

2. Polychronic time

3. Collectivist

4. Long term business orientation

5. Consensus decision making

Front 34

Power distance

Back 34

A culture that has tolerance for social inequality- between superiors and subordinates within the social system.

Front 35

Uncertainty avoidance

Back 35

A culture that has a high tolerance of ambiguity and is distrustful of new ideas or behaviors.

Front 36

Masculinity/Femininity

Back 36

Masculine: Culture that has well defined male vs. female roles.

Feminine: Has overlapping male roles.

Front 37

Individualistic and masculine countries tend to be more _______________.

Back 37

Innovative