Global Social Cultural Environment

8/12/2019 Global Social Cultural Environment

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GLOBAL SOCIAL & CULTURAL

ENVIRONMENT

You can buy in your home-country language but

you need to learn your customers language to sell.


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Introduction

A solid understanding of culture is essentialin international marketing.

Cultural references impact significantly onconsumers cognitive, affective and

connotativebehaviour.
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A Definition

So, what is culture?

Culture prescribes the forms of behaviour that are acceptableto people in aspecific community

Culture is the learned ways in which a society understands, decides andcommunicates

Culture is difficult to define but some of the key characteristics are:

Culture is learned Born into a culture/norms acquiredCulture is interrelated one part of culture is deeply connected with

another part such as religion and marriage

Culture is sharedtenets of culture extend to other members of a group


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The Four Layers of Culture


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National

The national culture impacts on dealings withGovernments and is reflected in the valueson

which laws and institutions are based.

This explains why in some cultures transgressors

can evade punishment.
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Industry

Culture impacts on negotiations within industry and the

values and norms governing the activities performed by theindustry in the other country.

Examples:Industry culture manifests itself in credit policyand theenvironment

Business relationships are also effected by culture for example the way inwhich negotiations take place, a handshake is sufficient in some countries

whereas the giving of gifts is expected in others
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Organisational

Organisational culture impacts on negotiationswith firms, as

opposed to individuals. For example, when entering intoalliances or arranging takeovers.

It is reflected in assumptionsthat are held by a firm

They include: code of ethics, attitude to employees, decisionmaking style

Example : In Asian countries the employer-employee have a more paternalrelationship. They are responsible for the welfare of their staff and

their family. In Australian society, the employee is a short term commodity.

Example:Decision making style in Japan by consensus, in Australia the finaldecision left with senior managers and imposed.


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The Components of Individual Culture


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Impact of Culture on International Marketing

Q.So, why is culture important to marketing?Links back to the Marketing Conceptachieving organizational goals depends on determining the needs and wants of

target markets and delivering the desired satisfaction more effectively and

efficiently (Kotler)

Culture affects ALLaspects of the

Marketing Mix

Price

Product Place

Promotion


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THE 4Ps AND CULTURAL DIFFERENCES

PRODUCTNames, flavours, aromas, strengths,packaging, labelling, colours

PROMOTION Customs, symbols, language andadvertising practices

PRICE Marketability of larger sizes

PLACE Distribution channels may be differentsupermarket, hypermarket vs the corner shop

3 ADDITIONAL Ps FOR SERVICE MARKETING:PEOPLE Different attitudes to personal service

PROCESSES Different due to cultural requirementsPHYSICAL EVIDENCE Appearance and comfort e.g. hotels


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Elements of culture

Language

Manners and customs

Technology and

material culture

Social institutions

Education

Values and attitudes

Aesthetics

Religion


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Role of language in Global Marketing

Important in information gathering and

evaluation

Provides access to local society

Important in company communications

Helps interpret contexts than mere words


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What is this?

_____ includes time, space, material

possessions, friendship patterns, and

business agreements. It is more important

in high-context than low-context cultures.

Non-verbal language


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Non-verbal communication (NVC) and

global marketing

NVC includes time

Polychronic vs monochronic

space

Personal space and physical space material possessions

friendship patterns Friends act as social insurance in high context cultures

business agreements Rushing straight to business Reliance on complex agreements than on friendly handshakes

It is more important in high-context than low-contextcultures.


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High-context and low-context cultures

High Is one where what is said

only conveys a limitedportion of the meaning,which must also be

interpreted in terms ofhow it is being said, whereit is being said, and thebody language of thespeaker

Primary purpose is to form

and develop relationships Eg. Middle East, Latin

America, Asia

Low Messages are mostly

explicit and the wordsconvey most of themeaning in the

communication Eg. Anglo-Germanic culture


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The contextual

continuum of differing cultures


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Non-verbal language and culture: Examples

Italy

-Italians do not hesitate to greet a person they know with an embrace

-They are very animated and like to gesture with their hands

-Personal space is much closer

-Queue jumping is not a crime in Italy; they even admire someone who sees anopportunity and takes it!

South Africa

-Macho society, handshake on meeting

-maintaining eye contact is essential

-talking with hands in pockets is rude
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Non-verbal language and culture: Examples

UK

- The English are notoriously Undemonstrative

-Stiff upper lip

- Backslapping and hugs are discouraged

-Lots of personal distance

- Eye to eye contact is good for making a point but do not eye ball Someone.

- Abhor Americanisms such as have a nice day

- If there is a queue go to the end of the line
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Sensuality and

touch culture in Saudi Arabian

versus European advertising


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Verbal language and culture: Examples

Translations Found in Hotels Across the World

MexicoThe manager has personally passed all the water served here.

NorwayLadies are required not to have children at the bar.

GreeceWe will execute customers in strict rotation.


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COORS (Worlds 5thlargest beer company)ad slogan TURN IT LOOSEwas

truly translated into Spanish-- Means suffer from diarrhoea

Pepsi's slogancome alive with the Pepsi generationtranslatedinto Chinesemeans

" Pepsi brings your ancestors back from the grave

One of the brand names of facial tissuePuffs

--- meansbrothels in colloquial German.


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When Kentucky Fried Chickenentered the Chinese market, totheir horror they discovered that their slogan "finger lickin'

good"came out as "eat your fingers off

The American slogan for Salem cigarettes, "SalemFeelingFree," got translated in the Japanese market into "Whensmoking Salem, you feel so refreshed that your mind seems to

be free and empty.

General Motorshad a perplexing problem when they introducedthe Chevy Nova in South America. Despite their best efforts, they

weren't selling many cars. They finally realized that in Spanish,"nova" means "it won't go".Sales improved dramatically afterthe car was renamed the "Caribe."


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FordPinto in Braziland substituted them with "Corcel," whichmeans horse.

When Branifftranslated a slogan touting its upholstery, "Fly in

Leather," it came out in Spanish as "Fly Naked."

The greatPARKER pen co. assumed the Spanish wordEMBRAZER means to Embarrass and released the pen ad.

-- AsIt wont leak in your pocket and embrazar you

actually the meaning of embrazar in Spanish isPregnancy

the ad has been read asIt wont leak in your pocketand make you pregnant



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Manners and customs

Changes occurring in manners and customs

must be carefully monitored

Also important in negotiations- need to read

correctly all types of communication

Basic customs must be observed by foreign

business persons

Usage of left hand to eat is impolite in right-hand

societies


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Technology and material culture

Technological advancement leads to cultural

convergence

Technology may help certain cultures

Eg. Polaroid cameras


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Social institutions

Business, political and family/class related

institutions influence behaviour of people

Family relationships influence work

environment and employment practices

Eg. Nepotism is a part of business in India


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Education

Impact of educational levels on business

functions

Obstacles in recruiting in Japan:

University graduates join only large and reputed

foreign firms as they intend to stay long term in

organizations and get stranded when firms wind

up mid-way


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Values and attitudes

Values and attitudes help determine what we

think is right or appropriate, important or

desirable.

The more rooted values and attitudes are in

central beliefs, the more cautious global

manager should be

Eg. Barbie dolls


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The original

Barbiewas launched in

1959

Mattel started licensing dollsout to foreign countries as

early as 1971. Most of these

Dolls are the same as Their

American counterparts
http://en.wikipedia.org/wiki/File:Barbie_1959_First_Editions.jpg


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The first Vintage Barbie Dolls were released in 1959
http://www.fashion-doll-guide.com/Vintage-Barbie-Resort-Set.htmlhttp://www.fashion-doll-guide.com/Vintage-Barbie-Easter-Parade.html


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Vintage Barbie1960Miss America Dolls

i bi 96 66


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Vintage Barbie 1963-64 Vintage Barbie 1965 - 66
http://www.fashion-doll-guide.com/Vintage-Barbie-Magnificence.html


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Barbie1967

Vi t B bi 1969 1970


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Vintage Barbie 1969 1970


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Barbie 1971


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1993 Filipina Barbie Spain 10th Anniversary Barbie


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De Moda from

Venezuela Wet and Wild Withney from Venezuela.


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Mexican Steffie faced Barbie clone


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Japan Barbie


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Passeio Viky from Brazil an Argentinan Rock Star Barbie


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China Barbie Barbie of SPAIN


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Sumatra IndonesiaBarbie


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INDIAN

BARBIE DOLLS

INDIAN BARBIE DOLLS


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INDIANFESTIVALFUN BARBIE

WORLD OF INDIAN BARBIE AND DOLLS

INDIAN CLOTHING

BARBIE-RAJASTHANI BARBIE PUNJABI


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Swapna Sundari

Barbie, part of the

Expressions of India

series


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BARBIE IN BLACK DRESS

INDIAN WEDDING FANTASY

INDIAN BARBIE IN YELLOW


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Fulla doll in Islamic countries


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Global Social Cultural Environment

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