logging in or signing up 03 Cultural Envrionment Gourmet Download Post to : URL : Related Presentations : Share Add to Flag Embed Email Send to Blogs and Networks Add to Channel Uploaded from authorPOINT Insert YouTube videos in PowerPont slides with aS Desktop Copy embed code: (To copy code, click on the text box) Embed: URL: Thumbnail: WordPress Embed Customize Embed The presentation is successfully added In Your Favorites. Views: 3348 Category: Occasions/ Fam.. License: All Rights Reserved Like it (2) Dislike it (0) Added: July 09, 2007 This Presentation is Public Favorites: 4 Presentation Description No description available. Comments Posting comment... By: amilawijethunga (13 month(s) ago) its great Saving..... Post Reply Close Saving..... Edit Comment Close By: janetlazarus (31 month(s) ago) Its very nice Saving..... Post Reply Close Saving..... Edit Comment Close By: rajuamma. (32 month(s) ago) Hi..plz mail me this ppt (Cultural Envrionment ) On Rajuamma.2008@rediffmail.com Saving..... Post Reply Close Saving..... Edit Comment Close By: rajuamma. (32 month(s) ago) it was very nice it is very useful to students so thank u so much bye take care Saving..... Post Reply Close By: rajuamma. (32 month(s) ago) fbhhf Saving..... Edit Comment Close By: rene0504 (33 month(s) ago) really like it and find it useful Saving..... Post Reply Close By: rajuamma. (32 month(s) ago) Hi..plz mail me this ppt (Cultural Envrionment ) On Rajuamma.2008@rediffmail.com Saving..... Edit Comment Close Premium member Presentation Transcript THE CULTURAL ENVIRONMENT: THE CULTURAL ENVIRONMENT Overview Developing marketing activities in harmony with the local culture can mean the difference between success and failure in a market Culture: What is it?: Culture: What is it? 'The collective programming of the mind which distinguishes the members of one group or category from those of another.' Geert Hofstede 'A learned, shared, compelling, interrelated set of symbols whose meanings provide a set of orientations for members of society.' Terpstra and David Characteristics of Culture - What They All Have in Common: Characteristics of Culture - What They All Have in Common Prescriptive -Defines what is acceptable Learned - Not genetic Dynamic - Interactive relationship between behavior and culture Subjective - meanings vary by culture Cross-cultural Dimensions: Cross-cultural Dimensions Global--consumerism Local--traditionalism Managing bipolarity Cultural Elements: Cultural Elements Material Culture Language Social Interactions Rituals Religion Education Aesthetics Values Cultural Elements: Cultural Elements Material Culture Tools and artifacts Production Consumption Language systematic communication by vocal symbols a cultural system Slide7: Major World Languages Speakers Speakers Language (Millions) Language (Millions) Mandarin 1025 Bengali 207 English 497 Portuguese 187 Hindi 476 Malay Indonesian 170 Spanish 409 French 127 Russian 279 Japanese 126 Arabic 235 German 126 Cultural Elements--language: Cultural Elements--language Paralanguage--refers to rate, volume, and quality of oral communication, which interrupt speech and affect the meaning of a message Metacommunication--intentional or unintentional implied meaning of a message Nonverbal Language: Nonverbal Language Chronemics--attitudes toward time Monochronic 1. Linear information processing 2. Focus on one thing at a time 3. Hold to rigid schedules Polychronic 1. Work on several tasks at a time 2. Human transactions are important Nonverbal language: Nonverbal language Proxemics--using space to communicate intimate zone personal zone social zone public distance Nonverbal language: Nonverbal language Oculesics--eye contact to communicate very direct--Middle eastern, French moderate--Mainstream American, British Minimal--East Asians, East Indians Haptics--body contact to communicate don’t touch--Japan, US, UK, Australia middle ground--France, China, India touch--Middle East, Latin countries, Italy, Spain Culture and Nonverbal Communication - Can Actions Speak Louder Than Words ?: Culture and Nonverbal Communication - Can Actions Speak Louder Than Words ? Symbols Are Communication Shorthand 1. Colors convey symbolic meaning 2. Numbers - lucky or unlucky 3. Products - luxury or necessary Culture and Nonverbal Communication - Can Actions Speak Louder Than Words ?: Culture and Nonverbal Communication - Can Actions Speak Louder Than Words ? Perception of Time Affects the Quality of Marketing Interactions 1. For some, time is linear and fixed 2. For others, time is on a continuum Perception of Space Influences Business Decisions 1. Product size 2. Retail store layout 3. Office design 4. Feng Shui Cultural Elements: Cultural Elements Social Interactions Reference group Caste groupings Nuclear and extended family Slide15: Cultural Elements: Rituals in a Society Type Examples Exchange Rituals Giving gifts; the practice of dowry in India Possession Rituals House warming party; worship ceremony in India, China, Japan before starting a business Grooming Rituals Bathing; using or not using scents or perfumes Divestment Rituals Redecorating a house; exorcising ghosts or spirits Slide16: Cultural Elements: Rituals in a Society Type Examples Family Rituals Mealtime, bedtime, and so on Public Celebrations Cultural/Civic celebrations; fireworks or parades on national holidays Social Interaction/ Greeting, mating and so on Relational Rituals Rites of Passage Marriage, graduation, birthday Religious Rituals Sunday church (Christians) Praying 5 times a day (Muslims) Cultural Elements: Cultural Elements Religion Hinduism Buddhism Judaism Christianity Islam Cultural Elements: Cultural Elements Education Aesthetics Design Color Music Values Cross-cultural Values: Cross-cultural Values Freedom Independence Self-reliance Equality Individualism Competition Efficiency Time Directness Openness Belonging Group harmony Collectiveness Age/seniority Group consciousness Cooperation Quality Patience Indirectness Go-between Americans Japanese Elashmawi andamp; Harris 1993 Low-Context and High-Context Cultures - Verbal And Nonverbal Messages Determine meaning: Low-Context and High-Context Cultures - Verbal And Nonverbal Messages Determine meaning Low-Context Cultures - What Is Said Is More Important Than How or Where It Is Said 1. U.S. 2. Germany High-Context cultures - What Is Said and How or Where It is Said Are Significant 1. Asia 2. Latin America 3. Middle East High and Low Context Cultures: High and Low Context Cultures Factors / Dimensions High Context Low Context Less important Is his or her bond Taken by top level Lengthy Japan Middle East Lawyers A person’s word Responsibility for organizational error Negotiations Examples: Very important Get it in writing Pushed to lowest level Proceed quickly U.S.A. Northern Europe Hofstede’s Cultural Typology: Hofstede’s Cultural Typology Power distance Individualistic Masculinity Uncertainty avoidance Self-Reference Criterion - Unconscious Reference to One’s Own Cultural Values: Self-Reference Criterion - Unconscious Reference to One’s Own Cultural Values Lee’s Four-Step Process to Avoid Self-Reference Mistakes Define goal in terms of own cultural traits Define goal in terms of foreign cultural traits Isolate SRC influence and anticipate the complications Redefine problem without SRC influence and find solution Understanding Cultural Universals Can Help Marketers Develop effective Product Strategies: Understanding Cultural Universals Can Help Marketers Develop effective Product Strategies Comparisons & ContrastsJapan USA: Comparisons andamp; Contrasts Japan USA Japan USA Individual With a Skill Organization Man View of Self Independence Interdependence Assumptions Competition Cooperation Style Rights Obligations Emphasis Self-Expression Independence Self-Denial Dependence Attitude Group Myth / Hero Emphasis Individual Comparisons & ContrastsJapan USA: Comparisons andamp; Contrasts Japan USA Production / Financial Return Quality / Customer Value Organization Goal 3 National Markets World Markets Organization Goal 2 Share of Market Organization Goal 1 (Jobs / Employment) Profitability, Financial Success 'Not Invented Here' Syndrome Willing To Borrow/Adopt/Adapt Cultural Attitude 2 Everyone Is Just Like Us We Are Unique Cultural Attitude 1 Japan USA Thank you!: Thank you! 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03 Cultural Envrionment Gourmet Download Post to : URL : Related Presentations : Share Add to Flag Embed Email Send to Blogs and Networks Add to Channel Uploaded from authorPOINT Insert YouTube videos in PowerPont slides with aS Desktop Copy embed code: (To copy code, click on the text box) Embed: URL: Thumbnail: WordPress Embed Customize Embed The presentation is successfully added In Your Favorites. Views: 3348 Category: Occasions/ Fam.. License: All Rights Reserved Like it (2) Dislike it (0) Added: July 09, 2007 This Presentation is Public Favorites: 4 Presentation Description No description available. Comments Posting comment... By: amilawijethunga (13 month(s) ago) its great Saving..... Post Reply Close Saving..... Edit Comment Close By: janetlazarus (31 month(s) ago) Its very nice Saving..... Post Reply Close Saving..... Edit Comment Close By: rajuamma. (32 month(s) ago) Hi..plz mail me this ppt (Cultural Envrionment ) On Rajuamma.2008@rediffmail.com Saving..... Post Reply Close Saving..... Edit Comment Close By: rajuamma. (32 month(s) ago) it was very nice it is very useful to students so thank u so much bye take care Saving..... Post Reply Close By: rajuamma. (32 month(s) ago) fbhhf Saving..... Edit Comment Close By: rene0504 (33 month(s) ago) really like it and find it useful Saving..... Post Reply Close By: rajuamma. (32 month(s) ago) Hi..plz mail me this ppt (Cultural Envrionment ) On Rajuamma.2008@rediffmail.com Saving..... Edit Comment Close Premium member Presentation Transcript THE CULTURAL ENVIRONMENT: THE CULTURAL ENVIRONMENT Overview Developing marketing activities in harmony with the local culture can mean the difference between success and failure in a market Culture: What is it?: Culture: What is it? 'The collective programming of the mind which distinguishes the members of one group or category from those of another.' Geert Hofstede 'A learned, shared, compelling, interrelated set of symbols whose meanings provide a set of orientations for members of society.' Terpstra and David Characteristics of Culture - What They All Have in Common: Characteristics of Culture - What They All Have in Common Prescriptive -Defines what is acceptable Learned - Not genetic Dynamic - Interactive relationship between behavior and culture Subjective - meanings vary by culture Cross-cultural Dimensions: Cross-cultural Dimensions Global--consumerism Local--traditionalism Managing bipolarity Cultural Elements: Cultural Elements Material Culture Language Social Interactions Rituals Religion Education Aesthetics Values Cultural Elements: Cultural Elements Material Culture Tools and artifacts Production Consumption Language systematic communication by vocal symbols a cultural system Slide7: Major World Languages Speakers Speakers Language (Millions) Language (Millions) Mandarin 1025 Bengali 207 English 497 Portuguese 187 Hindi 476 Malay Indonesian 170 Spanish 409 French 127 Russian 279 Japanese 126 Arabic 235 German 126 Cultural Elements--language: Cultural Elements--language Paralanguage--refers to rate, volume, and quality of oral communication, which interrupt speech and affect the meaning of a message Metacommunication--intentional or unintentional implied meaning of a message Nonverbal Language: Nonverbal Language Chronemics--attitudes toward time Monochronic 1. Linear information processing 2. Focus on one thing at a time 3. Hold to rigid schedules Polychronic 1. Work on several tasks at a time 2. Human transactions are important Nonverbal language: Nonverbal language Proxemics--using space to communicate intimate zone personal zone social zone public distance Nonverbal language: Nonverbal language Oculesics--eye contact to communicate very direct--Middle eastern, French moderate--Mainstream American, British Minimal--East Asians, East Indians Haptics--body contact to communicate don’t touch--Japan, US, UK, Australia middle ground--France, China, India touch--Middle East, Latin countries, Italy, Spain Culture and Nonverbal Communication - Can Actions Speak Louder Than Words ?: Culture and Nonverbal Communication - Can Actions Speak Louder Than Words ? Symbols Are Communication Shorthand 1. Colors convey symbolic meaning 2. Numbers - lucky or unlucky 3. Products - luxury or necessary Culture and Nonverbal Communication - Can Actions Speak Louder Than Words ?: Culture and Nonverbal Communication - Can Actions Speak Louder Than Words ? Perception of Time Affects the Quality of Marketing Interactions 1. For some, time is linear and fixed 2. For others, time is on a continuum Perception of Space Influences Business Decisions 1. Product size 2. Retail store layout 3. Office design 4. Feng Shui Cultural Elements: Cultural Elements Social Interactions Reference group Caste groupings Nuclear and extended family Slide15: Cultural Elements: Rituals in a Society Type Examples Exchange Rituals Giving gifts; the practice of dowry in India Possession Rituals House warming party; worship ceremony in India, China, Japan before starting a business Grooming Rituals Bathing; using or not using scents or perfumes Divestment Rituals Redecorating a house; exorcising ghosts or spirits Slide16: Cultural Elements: Rituals in a Society Type Examples Family Rituals Mealtime, bedtime, and so on Public Celebrations Cultural/Civic celebrations; fireworks or parades on national holidays Social Interaction/ Greeting, mating and so on Relational Rituals Rites of Passage Marriage, graduation, birthday Religious Rituals Sunday church (Christians) Praying 5 times a day (Muslims) Cultural Elements: Cultural Elements Religion Hinduism Buddhism Judaism Christianity Islam Cultural Elements: Cultural Elements Education Aesthetics Design Color Music Values Cross-cultural Values: Cross-cultural Values Freedom Independence Self-reliance Equality Individualism Competition Efficiency Time Directness Openness Belonging Group harmony Collectiveness Age/seniority Group consciousness Cooperation Quality Patience Indirectness Go-between Americans Japanese Elashmawi andamp; Harris 1993 Low-Context and High-Context Cultures - Verbal And Nonverbal Messages Determine meaning: Low-Context and High-Context Cultures - Verbal And Nonverbal Messages Determine meaning Low-Context Cultures - What Is Said Is More Important Than How or Where It Is Said 1. U.S. 2. Germany High-Context cultures - What Is Said and How or Where It is Said Are Significant 1. Asia 2. Latin America 3. Middle East High and Low Context Cultures: High and Low Context Cultures Factors / Dimensions High Context Low Context Less important Is his or her bond Taken by top level Lengthy Japan Middle East Lawyers A person’s word Responsibility for organizational error Negotiations Examples: Very important Get it in writing Pushed to lowest level Proceed quickly U.S.A. Northern Europe Hofstede’s Cultural Typology: Hofstede’s Cultural Typology Power distance Individualistic Masculinity Uncertainty avoidance Self-Reference Criterion - Unconscious Reference to One’s Own Cultural Values: Self-Reference Criterion - Unconscious Reference to One’s Own Cultural Values Lee’s Four-Step Process to Avoid Self-Reference Mistakes Define goal in terms of own cultural traits Define goal in terms of foreign cultural traits Isolate SRC influence and anticipate the complications Redefine problem without SRC influence and find solution Understanding Cultural Universals Can Help Marketers Develop effective Product Strategies: Understanding Cultural Universals Can Help Marketers Develop effective Product Strategies Comparisons & ContrastsJapan USA: Comparisons andamp; Contrasts Japan USA Japan USA Individual With a Skill Organization Man View of Self Independence Interdependence Assumptions Competition Cooperation Style Rights Obligations Emphasis Self-Expression Independence Self-Denial Dependence Attitude Group Myth / Hero Emphasis Individual Comparisons & ContrastsJapan USA: Comparisons andamp; Contrasts Japan USA Production / Financial Return Quality / Customer Value Organization Goal 3 National Markets World Markets Organization Goal 2 Share of Market Organization Goal 1 (Jobs / Employment) Profitability, Financial Success 'Not Invented Here' Syndrome Willing To Borrow/Adopt/Adapt Cultural Attitude 2 Everyone Is Just Like Us We Are Unique Cultural Attitude 1 Japan USA Thank you!: Thank you!