Keegan04 Final

Chapter 4

Global Marketing

Study and understand the country cultures in which they will be doing business

Incorporate this understanding into the marketing planning process

Keegan and Green, Chapter 4 2

Hall’s high and low context cultures Maslow’s hierarchy Hofstede’s cultural typology Self-reference criterion Diffusion theory


Ways of living, built up by a group of human beings, transmitted from one generation to anotherSocial institutions

FamilyEducationReligionGovernmentBusiness


Physical components of culture◦Objects◦Artifacts Clothing Tools Pictures Homes

Subjective or abstract culture◦Religion◦Perceptions◦Attitudes◦Beliefs◦Values


Athletics Body adornment Cooking Courtship Decorative arts Education Ethics Property rights Religious rituals

Etiquette Family feasting Food taboos Language Marriage Mealtime Mourning Music Status

differentiation


Attitudes - learned tendency to respond in a consistent way to a given object or entity

Belief - an organized pattern of knowledge that an individual holds to be true about the world

Value - enduring belief or feeling that a specific mode of conduct is personally or socially preferable to another mode of conduct


What do you associate with Red?

Active, hot, vibrant Weddings in some

Asian cultures Poorly received in

African countries

With white?

Purity, cleanliness Death in parts of

Asia


Would you eat…..◦ Reindeer (Finland)◦ Rabbit (France)◦ Rice, soup, and grilled fish for breakfast (Japan)◦ Kimchi - Korea◦ Blood sausage (Germany)


Verbal Cues Nonverbal cues or body language


Linguistic Category◦ Syntax

◦ Semantics

◦ Phonology

◦ Morphology

Language Example

◦ English has fixed word order; Russian has free word order

◦ Japanese words convey nuances of feeling

◦ Japanese does not distinguish between the sounds l and r; English and Russian have both l and r sounds

◦ Russian is highly inflected compared to English


High Context◦ Information resides

in context◦ Emphasis on

background, basic values

◦ Less emphasis on legal paperwork

◦ Focus on personal reputation

Saudi Arabia, Japan

Low Context◦ Messages are explicit

and specific◦ Words carry all

information◦ Reliance on legal

paperwork◦ Focus on non-

personal documentation of credibility

Switzerland, US, Germany



Factors High Context Low Context

Lawyers Less important Very important

A person’s word His or her bond Still must “get it in writing”

Responsibility fororganizational error Accepted at Pushed to lowest level

highest level

Space Close Private space maintained

Time Polychronic Monochronic

Negotiations Lengthy Proceed quickly

Competitive bidding Infrequent Common

Power Distance Individualism / Collectivism Masculinity Uncertainty Avoidance Long-term Orientation


Unconscious reference to one’s own cultural values; creates cultural myopia How to Reduce Cultural Myopia

Define the problem or goal in terms of home country cultural traits Define the problem in terms of host-country cultural traits; make no value judgements Isolate the SRC influence and examine it Redefine the problem without the SRC influence and solve


Adoption process Characteristics of Innovations Adopter categories



1. Awareness

2. Interest

3. Evaluation

4. Trial

5. Adoption


Rate of Adoption can be explained by these characteristics

Relative AdvantageCompatibilityComplexityDivisibility

Communicability

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