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Chapter4SocialandCulturalEnvironmentsPowerPointbyKristopherBlanchardNorthCentralUniversity©2005PrenticeHall4-1TaskofGlobalMarketersStudyandunder

standthecountryculturesinwhichtheywillbedoingbusinessIncorporatethisunderstandingintothemarketingplanningprocess©2005PrenticeHall

2Introduction“Itisnotjustspeakingacommonlanguage.Itissharingacultureandunderstandingfriendshipsinthesameway”JuanVillanonga–FormerChai

rmanofTelefonica©2005PrenticeHall3Society,Culture,andGlobalConsumerCultureCulture–Waysofliving,builtupbyagroupofhuma

nbeings,thataretransmittedfromonegenerationtoanotherCultureisactedoutinsocialinstitutionsCulturehasbothconsciousandunconscio

usvalues,ideasandattitudesCultureisbothmaterialandnonmaterial©2005PrenticeHall4Society,Culture,andGlobalConsumerCulture“Cultureisthecolle

ctiveprogrammingofthemindthatdistinguishesthemembersofonecategoryofpeoplefromthoseofanother.”-GeertHofstede©2005Prenti

ceHall5Society,Culture,andGlobalConsumerCultureGlobalconsumerculturesareemerging–Personswhosharemeaningfulsetsofconsumption-r

elatedsymbols–Popculture;coffeeculture;fast-foodculturePrimarytheproductofaninterconnectedworld©2005PrenticeHall6Attitudes,BeliefsandValuesAttitud

es-learnedtendencytorespondinaconsistentwaytoagivenobjectorentityBelief-anorganizedpatternofknowledgethatanindividualholdstobetrueabouttheworldVal

ue-enduringbelieforfeelingthataspecificmodeofconductispersonallyorsociallypreferabletoanothermodeofco

nduct©2005PrenticeHall7ReligionReligionisoneimportantsourceofsociety’sbeliefs,attitudes,andvalues.Theworld

’smajorreligionsinclude:Buddhism,Hinduism,Islam,Judaism,andChristianity.©2005PrenticeHall8Religion©2005PrenticeHall9AestheticsThesenseofwhati

sbeautifulandwhatisnotbeautifulWhatrepresentsgoodtasteasopposedtotastelessnessorevenobscenityVisual–embodiedinthecolororshapeofaproduct,label,orpack

ageStyles–variousdegreesofcomplexity,forexampleareperceiveddifferentlyaroundtheworld©2005PrenticeHall10DietaryPreferencesWouldyoueat…..–Reindeer(Fi

nland)–Rabbit(France)–Rice,soup,andgrilledfishforbreakfast(Japan)–Kimchi-Korea–Bloodsausage(Germany)©2005PrenticeHall11Langu

ageandCommunicationLinguisticCategoryLanguageExampleSyntaxEnglishhasrelativelyfixedwordorder;Russianh

asrelativelyfreewordorderSemanticsJapanesewordsconveynuancesoffeelingforwhichotherlanguageslackexactcorrelations;‘yes’and‘no’canb

einterpreteddifferentlythaninotherlanguages.PhonologyJapanesedoesnotdistinguishbetweenthesounds‘l’and‘r’;Englishand

Russianbothhave‘l’and‘r’sounds.MorphologyRussianisahighlyinflectedlanguage,withsixdifferentcaseendingsfornounsandadjectives;Englishahsfewerinflec

tions.©2005PrenticeHall12LanguageandCommunicationVerbalCuesNonverbalcuesorbodylanguage©2005PrenticeHall13Marketing’sImpactonCultureUniversalaspectso

ftheculturalenvironmentrepresentopportunitiestostandardizeelementsofamarketingprogramImprovedcommunicationshavecontributedto

aconvergenceoftastesandpreferencesinanumberofproductcategories©2005PrenticeHall14Marketing’sImpactonCultureMovementhas70,000membersin35countries“Slow

foodisabouttheideathatthingsshouldnottastethesameeverywhere.”©2005PrenticeHall15High-andLow-ContextCulturesHighContext–Informationresi

desincontext–Emphasisonbackground,basicvalues–Lessemphasisonlegalpaperwork–FocusonpersonalreputationSaudiArabia,JapanLowC

ontext–Messagesareexplicitandspecific–Wordscarryallinformation–Relianceonlegalpaperwork–Focusonnon-personaldocumentationofcredibilitySwi

tzerland,US,Germany©2005PrenticeHall16High-andLow-ContextCulturesFactor/DimensionHighContextLowContextLawyersLessImportantVeryImportantAperson’swor

dIshis/herbondNotreliable–getitinwritingResponsibilityforOrganizationalerrorTakenbyhighestlevelPushedtothelowestlevelSp

acePeoplebreatheoneachotherPrivatespacemaintainedTimePolychronicMonochronicCompetitiveBiddingInfrequentCommon

©2005PrenticeHall17Hofstede’sCulturalTypologyPowerDistanceIndividualism/CollectivismMasculinityUncertaintyAvoida

nceLong-termOrientation©2005PrenticeHall18Self-ReferenceCriterionandPerceptionUnconsciousreferencetoone’sownculturalvalues;crea

tesculturalmyopiaHowtoReduceCulturalMyopia:–Definetheproblemorgoalintermsofhomecountryculturaltraits–Definetheprobl

emintermsofhost-countryculturaltraits;makenovaluejudgments–IsolatetheSRCinfluenceandexamineit–Redefineth

eproblemwithouttheSRCinfluenceandsolve©2005PrenticeHall19DiffusionTheoryTheAdoptionProcessCharacteristicsofInno

vationsCategoriesofAdopters©2005PrenticeHall20MarketingImplicationsThetopicsinthischaptermustbeconsideredwhenformulatingaglobalmarketingplanE

nvironmentalSensitivityreflectstheextenttowhichproductsmustbeadaptedtotheculture-specificneedsofdiffe

rentnationalmarkets©2005PrenticeHall21EnvironmentalSensitivity©2005PrenticeHall22LookingAheadtoChapter5ThePolitica

l,Legal,andRegulatoryEnvironmentsofGlobalMarketing©2005PrenticeHall23SocialInstitutionsFamilyEducationReligionGovernmentBusin

essTheseinstitutionsfunctiontoreinforceculturalnormsReturn©2005PrenticeHall24MaterialandNonmaterialPhysical

componentsofculture–Objects–Artifacts•Clothing•Tools•Pictures•HomesSubjectiveorabstractculture–Religi

on–Perceptions–Attitudes–Beliefs–ValuesReturn©2005PrenticeHall25AestheticsandColorWhatdoyouassociatewithRed?–Active,hot,vibrant–WeddingsinsomeAsiancu

ltures–PoorlyreceivedinAfricancountriesWithwhite?–Purity,cleanliness–DeathinpartsofAsiaReturn©2005Prent

iceHall26PhonologyinactionColgateisaSpanishcommandthatmeans‘gohangyourself’TechnologyimplicationsforTextmessages–8282means‘hurryup’(Korea)–7

170means‘closefriend’(Korea)–45683968means‘ILoveYou’(Korea)Return©2005PrenticeHall27TheAdoptionProcessThementalstages

throughwhichanindividualpassesfromthetimeofhisorherfirstknowledgeofaninnovationtothetimeofproductadoptionorpurchase–Awareness–Interest–Evaluat

ion–Trial–AdoptionReturn©2005PrenticeHall28CharacteristicsofInnovationsInnovationissomethingnew,fivefactorsthata

ffecttherateatwhichinnovationsareadoptedinclude–Relativeadvantage–Compatibility–Complexity–Divisibility–CommunicabilityReturn©2005PrenticeHall

29CategoriesofAdoptersClassificationsofindividualswithinamarketonthebasisoftheirinnovativeness.Fivecategories–Innovators–EarlyAdopters–Earlym

ajority–Latemajority–Laggards©2005PrenticeHall30CategoriesofAdoptersReturn©2005PrenticeHall31