International marketing global environment (2014 - 2015)
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Int. Marketing Global Environment
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Int. Marketing Cultural & Social Forces
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Exam question
6
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Disneyland Paris
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Disneyland Japan
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Europe’s capital of culture & style
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Europe’s capital of culture & style
(or not?)
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Why Paris?
Demographics
Subsidies
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Why Paris?
Demographics
Subsidies
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Why Paris?
Demographics
Subsidies
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Just an hour away …
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French Cultural Heritage
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American clichés Consumer society
Political Criticism
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American clichés Consumer society
Political Criticism
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American clichés Consumer society
Political Criticism
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Disney used to serve only
non-alcoholic beverages
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350-seat restaurant 2500 breakfasts
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350-seat restaurant 2500 breakfasts
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Staffing problems
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Average stay:
4 - 5 days
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Average stay:
1 - 2 days
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French visitors:
Only 40%
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Components of
Culture
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Anthropology Study of human behavior
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Anthropology Study of human behavior
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Cultural Anthropology
Learned human behaviors
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Heard any clichés about
your nationality?
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Customer Needs
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Customer Wants
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Customer Wants
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90% Chinese Lactose intolerant
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Increase in Yoghurt-based drinks
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Components of
Culture
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Religion
Family
Education Time
Language
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Religion
Family
Education Time
Language
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Religion
Family
Education Time
Language
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Religion
Family
Education Time
Language
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Religion
Family
Education Time
Language
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Religion
Family
Education Time
Language
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How does religion affect
McDonald’s?
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Without
Beef
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Without
Pork
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Save now Buy later
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Buy now Pay later
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Who brings us Toys at the end of the year?
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25/12 Santa Claus
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Who brings us Toys at the end of the year?
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6/12 Saint Nicolas
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Religion
Family
Education Time
Language
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Exam question
7
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Me Generation
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Little Emperor Syndrome
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Little Empress Syndrome
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Chic & Cosmopolitan
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Religion
Family
Education Time
Language
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Consumer level Employee level
Education Effect
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Consumer level Employee level
Education Effect
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Consumer level Employee level
Education Effect
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Literacy Level
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Earning potential Communication
Literacy Level
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Earning potential Communication
Literacy Level
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Religion
Family
Education Time
Language
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Monochronic cultures
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Polychronic cultures
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Religion
Family
Education Time
Language
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Les Jeunes Gens qui traversent les dimensions en portant des lunettes de soleil
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The Young People Who Traverse Dimensions While
Wearing Sunglasses
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Form of Address
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Context of Language
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Low-context Cultures
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High-context Cultures
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Body Language
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Language
Barrier
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Exam question
8
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Hofstede Measures of Culture
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Hofstede Measures of Culture
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Power Distance Individualism-Collectivism Masculinity-Femininity Uncertainty Avoidance
Hofstede Measures of Culture
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Power Distance Individualism-Collectivism Masculinity-Femininity Uncertainty Avoidance
Hofstede Measures of Culture
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Power Distance Individualism-Collectivism Masculinity-Femininity Uncertainty Avoidance
Hofstede Measures of Culture
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Power Distance Individualism-Collectivism Masculinity-Femininity Uncertainty Avoidance
Hofstede Measures of Culture