CB Cross Culture 2014
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Transcript of CB Cross Culture 2014
CROSS-
CULTURAL
VARIATIONS
Marketing Across
Cultural Boundaries
Culture is the complex whole that includes knowledge, belief, art, law, morals, customs,
and any other capabilities and habits acquired by humans as members of society.
Other-Oriented Values
Individual/Collective
Youth/Age
Extended/Limited Family
Masculine/Feminine
Competitive/Cooperative
Diversity/Uniformity
Environment-Oriented Values
Cleanliness
Performance/Status
Tradition/Change
Risk taking/Security
Problem solving/Fatalistic
Nature
Self-Oriented Values
Active/Passive
Sensual
gratification/Abstinence
Material/Nonmaterial
Hard work/Leisure
Postponed
gratification/Immediate
gratification
Religious/Secular
Nonverbal Communications
Global Cultures
Global Demographics
Cross-Cultural
Marketing Strategy
Marketing Across Cultural Boundaries is
a Difficult and Challenging Task
One-way influence from U.S. to other countries to…
Mutual influence
Global citizens
Global dreamers
Antiglobals
Global agnostics
Globalization
Globalization changing from
Four major world citizens
Although globalization can
influence cultural values, it
would be a mistake to think that
all cultures are becoming
homogenized.
The Concept of Culture
Culture is the complex whole that includes knowledge,
belief, art, law, morals, customs, and any other capabilities
and habits acquired by humans as members of society.
• a comprehensive concept
• is acquired
• is seldom provides detailed
prescription
• We are seldom aware of
them
The Concept of Culture
Cultural values give
rise to norms and
associated sanctions,
which in turn influence
consumption patterns.
Cultures are not static.
They typically evolve
and change slowly over
time.
Other-Oriented Values
Environment-Oriented Values
Self-Oriented Values
Variations in Cultural Values
The numerous values that differ across
cultures and affect consumption include:
Variations in Cultural Values
Other-Oriented Values
Individual/Collective
Youth/Age
Extended/Limited Family
Masculine/Feminine
Competitive/Cooperative
Diversity/Uniformity
Variations in Cultural Values
Environment-Oriented Values
Cleanliness
Performance/Status
Tradition/Change
Risk taking/Security
Problem solving/Fatalistic
Nature
Variations in Cultural Values
Self-Oriented Values
Active/Passive
Sensual gratification/Abstinence
Material/Nonmaterial
Hard work/Leisure
Postponed gratification/Immediate gratification
Religious/Secular
Cultural Variations in Nonverbal
Communications
Cultural Variations in Nonverbal
Communications
Time
• Time perspective
• monochronic
• polychronic
• Meanings in the use of time
The meaning of time varies
between cultures in two major
ways:
Cultural Variations in Nonverbal
Communications
• Overall use and meanings
assigned to space vary widely
among different cultures
Space
Cultural Variations in Nonverbal
Communications
Symbols
Colors, animals, shapes,
numbers, and music have
varying meanings across
cultures.
Failure to recognize the
meaning assigned to a symbol
can cause serious problems!
Cultural Variations in Nonverbal
Communications
Relationships
How quickly and easily do cultures
form relationships and make friends?
•Americans tend to form relationships
and friends quickly and easily.
•Chinese relationships are much more
complex and characterized by guanxi.
Cultural Variations in Nonverbal
Communications
Agreements
How does a culture ensure
business obligations are honored?
How are disagreements resolved?
Some cultures rely on a legal
system; others rely on
relationships, friendships, etc.
Cultural Variations in Nonverbal
Communications
Things
The cultural meaning of things leads
to purchase patterns that one would
not otherwise predict.
The differing meanings that cultures
attach to things, including products,
make gift-giving a particularly difficult
task.
Cultural Variations in Nonverbal
Communications
Etiquette The generally accepted ways of behaving in
social situations.
Behaviors considered rude or obnoxious in one
culture may be quite acceptable in another!
Normal voice tone, pitch, and speed of speech
differ between cultures and languages, as do the
use of gestures.
CROSS CULTURAL
MARKETING…
CROSS CULTURAL
MARKETING • WHEN DOES IT HAPPEN:
• PULLED BY BETTER OPPORTUNITIES.
• HIGH MARKET SHARES IN EXISTING MARKET.
• ECONOMIES OF SCALE.
• SETTING UP MANUFACTURING BASE.
• TECHNOLOGY / RAW MATERIAL SOURCING.
CROSS CULTURAL MARKETING
AREAS TO BE UNDERSTOOD
• LANGUAGE & MEANING
• MARKET SEGMENTATION
OPPORTUNITIES.
• CRITERIA FOR EVALUATING
PRODUCTS.
• CONSUMPTION PATTERNS.
• PERCEPTION OF BENEFITS.
• ECONOMIC & CULTURAL SOCIAL
CONDITIONS.
Cross-Cultural Variables
of Consumer Behaviour
• Consumer loyalty
• Consumer involvement
• Perceived risk
• Consumer cognitive style
• Legal marketing environment
PROBLEMS IN CCM
• PRODUCT SELECTION.
• MARKETING COMMUNICATION.
• PRICING.
• SELECTION OF DISTRIBUTION
NETWORK.
International Marketing Blunders
When General Motors introduced the Chevy
Nova in South America, it was unaware that in
Spanish nova means it won‘t go
International Marketing Blunders
• When Pepsi started marketing
its products in China a few
years back, they translated their
slogan, "Pepsi Brings You Back
to Life" pretty literally. The
slogan in Chinese really meant,
"Pepsi Brings Your Ancestors
Back from the Grave."
International Marketing Blunders
Clairol, introduced the
"Mist Stick", a curling
iron, into Germany only to
find out that mist is slang
for trash, waste or manure.
International Marketing Blunders
The Scandinavian vacuum manufacturer
Electrolux used the following in an American
campaign:
Nothing sucks like an
Electrolux
International Marketing Blunders
Colgate introduced a a
toothpaste in France called
CUE, the name of a
notorious porno magazine
Product policy determinants are..
Adaptation
Consideration of:
• local standards
• Local hygiene and safety standards
• Local peculiarities in service, maintenance and distribution
• Avoidance of unfavourable image of imported products, companies, nationality or brand names
• Cultural and adequate use of symbols where ever possible
Standardization
Use of:
– Experience effects
– Economies of scale
– International standards
• International use of products
• Significant learning effects
• Use of favourable image of
imported products, companies,
nationality or brands, exotic or
ethnic appeal
or
Symbolic attributes
• The use of colours in
– Product design
– Advertising
– Information material
Red
• China - symbol of celebration and luck, used in many cultural ceremonies that range from funerals to weddings. India - color of purity (used in wedding outfits). Eastern cultures - signifies joy when combined with white.
• Western cultures -
Christmas colour when
combined with green;
Valentines Day when
combined with pink;
indicates stop (danger) at
traffic lights.
Yellow
• YellowAsia - sacred,
imperial.
Western cultures - joy,
happiness.
Blue
• China - associated with immortality. Colombia - associated with soap. Hindus - the color of Krishna. Jews - holiness. Middle East - protective color. * Note: Blue is often considered to be the safest global color.
Green
China - studies indicate this is not a good color
choice for packaging, green hats mean a man's
wife is cheating on him.
Arab world, India - the color of Islam.
Ireland - religious significance (Catholic).
Some tropical countries - associated with
danger
Western cultures - indicates go (safe) at traffic
lights, environmental awareness, St. Patrick's
Day
Cross culture & Maslow’s
‘Need Hierarchy’
Maslow’s ‘need hierarchy’: variability
across cultures • Physiological needs
• Safety needs
• Social needs
• Esteem needs
• Self-actualisation needs
FRAMEWORK FOR DETERMINING CCM
TARGET MARKET
MARKET POSITION
NATURE OF PRODUCT
ENVIRONMENT
COMPANY FACTORS
Geographic area
, economic factors Mkt development;
condition, competition
Type &
positioning
Orientation,
Delegation,
Control,
Local knowledge
Degree of
Program
Standardization
Performance
Of market
Program