1、 I n t e r n a t i o n a l M a r k e t i n gCultural Dynamics in Assessing Global MarketsChapter 41 4 t h E d i t i o nP h i l i p R. C a t e o r aM a r y C. G i l l yJ o h n L . G r a h a mMcGraw-Hill/IrwinInternational Marketing 14/eCopyright 2009 by The McGraw-Hill Companies, Inc. All rights rese
2、rved.What Should You Learn? The importance of culture to an international marketer The origins and elements of culture The impact of cultural borrowing The strategy of planned change and its consequences4-2Global Perspective Equities and eBay Culture Gets in the Way Culture deals with a groups desig
3、n for living The successful marketer clearly must be a student of culture Markets are the result of the three-way interaction of a marketers Economic conditions Efforts All other elements of culture The use of something new is the beginning of cultural change The marketer becomes a change agent4-3Cu
4、ltures Pervasive Impact Culture affects every part of our lives, every day, from birth to death, and everything in between Japan the year of the Fire Horse As countries move from agricultural to industrial to services economies birthrates decline Consequences of consumption Tobacco Culture not only
5、affects consumption, it also affects production Stomach cancer in Japan4-4Birthrates (per 1000 women)Exhibit 4.14-5Patterns of Consumption (annual per capita)Exhibit 4.24-6Consequences of ConsumptionExhibit 4.34-7Human Universals Myth of Diversity Use metaphors Have a system of status and roles Are
6、ethnocentric Create art Conceive of success and failure Create groups antagonistic to outsiders Imitate outside influences Resist outside influences Consider aspects of sexuality private Express emotions with face Reciprocate Use mood altering drugs Overestimate objectivity of thought Fear of snakes
7、 Recognize economic obligations in exchanges of goods and services Trade and transport of goods 4-8Definitions and Origins of Culture Traditional definition of culture Culture is the sum of the values, rituals, symbols, beliefs, and thought processes that are learned, shared by a group of people, an
8、d transmitted from generation to generation Humans make adaptations to changing environments through innovation Individuals learn culture from social institutions Socialization (growing up) Acculturation (adjusting to a new culture) Application (decisions about consumption and production)4-9Origins,
9、 Elements, and Consequences of CultureExhibit 4.44-10GeographyExercises a profound control Includes climate, topography, flora, fauna, and microbiology Influenced history, technology, economics, social institutions and way of thinkingThe ideas of Jared Diamond and Philip Parker Jared Diamond Histori
10、cally innovations spread faster east to west than north to south Philip Parker Reports strong correlations between latitude (climate) and per capita GDP Empirical data supports climates apparent influence on workers wages Explain social phenomena using principles of physiology4-11We All Love Flowers
11、 Why? Geography History Technology and economics Social institutions Cultural values Aesthetics as symbols4-12History, the Political Economy, and TechnologyHistory Impact of specific events can be seen reflected in technology, social institutions, cultural values, and even consumer behavior Tobacco
12、was the original source of the Virginia colonys economic survival in the 1600s Political Economy Three approaches to governance competed for world dominance Fascism Communism Democracy/free enterpriseTechnology Jet aircraft, air conditioning, televisions, computers, Internet, etc. None more importan
13、t than the birth control pill4-13Social Institutions Family Religion School The media Government Corporations4-14Social Institutions Family Nepotism Role of extended family Favoritism of boys in some cultures Religion First institution infants are exposed to outside the home Impact of values systems
14、 Misunderstanding of beliefs School Affects all aspects of the culture, from economic development to consumer behavior No country has been successful economically with less than 50% literacy4-15Social InstitutionsThe media Media time has replaced family time TV InternetGovernment Influences the thin
15、king and behaviors of adult citizens Propaganda Passage, promulgation, promotion, and enforce of lawsCorporations Most innovations are introduced to societies by companies Spread through media Change agents4-16Elements of Culture Cultural values Individualism/Collectivism Index Power Distance Index
16、Uncertainty Avoidance Index Cultural Values and Consumer Behavior4-17Hofstedes Indexes Language, and Linguistic DistanceExhibit 4.54-18Elements of CultureRituals Marriage FuneralsSymbols Language Linguistic distance Aesthetics as symbols Insensitivity to aesthetic values can offend, create a negativ
17、e impression, and, in general, render marketing efforts ineffective or even damagingBeliefs To make light of superstitions in other cultures can be an expensive mistakeThought processes Difference in perception Focus vs. big-picture4-19Metaphorical Journeys through 23 NationsExhibit 4.64-20Cultural
18、KnowledgeFactual knowledge Has meaning as a straightforward fact about a culture Assumes additional significance when interpreted within the context of the culture Needs to be learnedInterpretive knowledge Requires a degree of insight that may best be described as a feeling Most dependent of past ex
19、perience for interpretation Most frequently prone to misinterpretation Requires consultation and cooperation with bilingual natives with marketing backgrounds4-21Cultural Sensitivity and Tolerance Being attuned to the nuances of culture so that a new culture can be viewed objectively, evaluated and
20、appreciated Cultures are not right or wrong, better or worse, they are simply different The more exotic the situation, the more sensitive, tolerant, and flexible one needs to be4-22Cultural Change Dynamic in nature it is a living process Paradoxical because culture is conservative and resists change
21、 Changes caused by war or natural disasters Society seeking ways to solve problems created by changes in environment Culture is the means used in adjusting to the environmental and historical components of human existence4-23Cultural Borrowing Effort to learn from others cultural ways in the quest f
22、or better solutions to a societys particular problems Imitating diversity of other makes cultures unique Contact can make cultures grow closer or further apart Habits, foods, and customs are adapted to fit each societys needs4-24Similarities An Illusion A common language does not guarantee a similar
23、 interpretation of word or phrases May cause lack of understanding because of apparent and assumed similarities Just because something sells in one country doesnt mean it will sell in another Cultural differences among member of European Union a product of centuries of history4-25Resistance to Chang
24、e Gradual cultural growth does not occur without some resistance New methods, ideas, and products are held to be suspect before they are accepted, if ever Resistance to genetically modified (GM) foods Resisted by Europeans Consumed by Asians Not even labeled in U.S. until 20004-26Planned and Unplann
25、ed Cultural Change Determine which cultural factors conflict with an innovation Change those factors from obstacles to acceptance into stimulants for change Marketers have two options when introducing and innovation to a culture They can wait They can cause change Cultural congruence Marketing produ
26、cts similar to ones already on the market in a manner as congruent as possible with existing cultural norms 4-27Consequences of Innovation May inadvertently bring about change that affects very fabric of a social system Consequences of diffusion of an innovation May be functional or dysfunctional De
27、pending on whether the effects on the social system are desirable or undesirable Introduction of a processed feeding formula into the diet of babies in underdeveloped countries ended up being dysfunctional4-28Summary A complete and thorough appreciation of the origins and elements of culture may wel
28、l be the single most important gain to a foreign marketer in the preparation of marketing plans and strategies Marketers can control the product offered to a market its promotion, price, and eventual distribution methods but they have only limited control over the cultural environment within which t
29、hese plans must be implemented4-29Summary When a company is operating internationally each new environment that is influenced by elements unfamiliar and sometimes unrecognizable to the marketer complicates the task Special effort and study are needed to absorb enough understanding of the foreign culture to cope with the uncontrollable features4-30
