Social and Cultural Environment Chapter 3 Global Marketing.

Social and Cultural Environment

Chapter 3

Global Marketing

Keegan and Green, Chapter 4

2

Tasks of the Global Marketers

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

• Incorporate this understanding into the marketing planning process


3

Conceptual Frameworks

• Hall’s high and low context cultures

• Maslow’s hierarchy

• Hofstede’s cultural typology

• Self-reference criterion

• Diffusion theory


4

Culture• Ways of living, built up by a group of

human beings, transmitted from one generation to another

• Social institutions– Family– Education– Religion– Government– Business


5

Material vs. Nonmaterial Culture

• Physical components of culture– Objects– Artifacts

• Clothing• Tools• Pictures• Homes

• Subjective or abstract culture– Religion– Perceptions– Attitudes– Beliefs– Values


6

Cultural Universals• 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


7

Attitudes, Beliefs, Values

• 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


8

Aesthetics and Color

• 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


9

Dietary Preferences

• Would you eat…..– Reindeer (Finland)– Rabbit (France)– Rice, soup, and grilled fish for breakfast

(Japan)– Kimchi - Korea– Blood sausage (Germany)


10

Language and Communication

• Verbal Cues

• Nonverbal cues or body language


11

Language and Communication

• 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


12

High and Low Context Cultures• 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


13

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


14

Hofstede’s Cultural Typology

• Power Distance

• Individualism / Collectivism

• Masculinity

• Uncertainty Avoidance

• Long-term Orientation

Social and Cultural Environment Chapter 3 Global Marketing.

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