INTERNATIONAL MARKETING 6e Chapter 3 The cultural environment
INTERNATIONAL MARKETING 6e The Cultural Environment Chapter 3
Making Culture Work For Your Success Embrace local culture o Employ locals to gain cultural knowledge Build relationships Adapt products to local markets Help employees understand you Coordinate by region Copyright 2001 by Harcourt, Inc. All rights reserved
Copyright © 2001 by Harcourt, Inc. All rights reserved. 3-2 Making Culture Work For Your Success Embrace local culture Employ locals to gain cultural knowledge Build relationships Adapt products to local markets Help employees understand you Coordinate by region
What is culture? “ Culture" defined an integrated system of learned behavior patterns that are distinguishing characteristics of the members of any given society. 口 Acculturation adjusting or adapting to a specific culture other than ones own"... and one of the keys to success in international operations Copyright 2001 by Harcourt, Inc. All rights reserved
Copyright © 2001 by Harcourt, Inc. All rights reserved. 3-3 What is Culture? “Culture” defined • “… an integrated system of learned behavior patterns that are distinguishing characteristics of the members of any given society...” Acculturation • “… adjusting or adapting to a specific culture other than one’s own” … and “one of the keys to success in international operations
Key Concepts High-context culture is where the social context in which what is said strongly affects the meaning of the message EXamples: Japan and Saudi arabia n LOW-context culture is where the meaning of the message is explicitly expressed by the words and is less affected by the social context EXample: North America Change agent An entity that introduces new products or ideas or practices Copyright 2001 by Harcourt, Inc. All rights reserved
Copyright © 2001 by Harcourt, Inc. All rights reserved. 3-4 Key Concepts High-context culture • is where the social context in which what is said strongly affects the meaning of the message. • Examples: Japan and Saudi Arabia Low-context culture • is where the meaning of the message is explicitly expressed by the words and is less affected by the social context. • Example: North America Change agent • “An entity that introduces new products or ideas or practices
The elements of culture Language -verbal and non-verbal Religion Values and attitudes Manners and customs Material elements D Aesthetics 口 Education a Social Institutions Copyright 2001 by Harcourt, Inc. All rights reserved
Copyright © 2001 by Harcourt, Inc. All rights reserved. 3-5 The Elements of Culture Language - verbal and non-verbal Religion Values and Attitudes Manners and Customs Material Elements Aesthetics Education Social Institutions
Language n Verbal How words are spoken Gestures made Body position assumed Degree of eye contact Local language capabilitys mportant role in international marketing Aids in information gathering and evaluation Provides access to local society Important to company communications Allows for interpretation of conteXts Copyright 2001 by Harcourt, Inc. All rights reserved
Copyright © 2001 by Harcourt, Inc. All rights reserved. 3-6 Language Verbal • How words are spoken • Gestures made • Body position assumed • Degree of eye contact Local language capability’s important role in international marketing • Aids in information gathering and evaluation • Provides access to local society • Important to company communications • Allows for interpretation of contexts
Nonverbal language o Hidden language of cultures Time flexibility and sensibility Social acquaintance and rapport Personal physical space and persona/ touching Non-verbal gestures and signaling Copyright 2001 by Harcourt, Inc. All rights reserved
Copyright © 2001 by Harcourt, Inc. All rights reserved. 3-7 Nonverbal Language Hidden language of cultures • Time flexibility and sensibility • Social acquaintance and rapport • Personal physical space and personal touching • Non-verbal gestures and signaling
The Major World religions Christianity.0 billion followers Islam.2 billion followers n Hinduism -860 million followers Buddhism -360 million followers AA o Confucianism-150 million followers Copyright 2001 by Harcourt, Inc. All rights reserved
Copyright © 2001 by Harcourt, Inc. All rights reserved. 3-8 The Major World Religions Christianity - 2.0 billion followers Islam - 1.2 billion followers Hinduism - 860 million followers Buddhism - 360 million followers Confucianism - 150 million followers
o Values are shared beliefs or group norms that have been internalized by individuals n Attitudes are evaluations of alternatives based on these values Copyright 2001 by Harcourt, Inc. All rights reserved
Copyright © 2001 by Harcourt, Inc. All rights reserved. 3-9 Values and Attitudes Values • are shared beliefs or group norms that have been internalized by individuals. Attitudes • are evaluations of alternatives based on these values
Manners and customs Potential problem areas for marketers arise from an insuficient understanding of different ways of thinking the necessity of saving face. knowledge and understanding of the host country. the decision-making process and personal relations the allocation of time for negotiations Copyright 2001 by Harcourt, Inc. All rights reserved
Copyright © 2001 by Harcourt, Inc. All rights reserved. 3-10 Manners and Customs Potential problem areas for marketers arise from an insufficient understanding of: • different ways of thinking. • the necessity of saving face. • knowledge and understanding of the host country. • the decision-making process and personal relations. • the allocation of time for negotiations