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Chapter 9Consumer Culture
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Learning Outcomes
• Understand how culture provides the true meaning of objects and activities
• Use the key dimensions of core societal values to apply the concept of cultural distance
• Define acculturation and enculturation
© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Learning Outcomes
• List fundamental elements of verbal and nonverbal communication
• Discuss current emerging consumer markets and scan for opportunities
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What is Culture?
• Consumer culture represents the commonly held societal beliefs that define what is socially gratifying within a specific society
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© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Culture, Meaning, and Value
Giving meaning to objects
Giving meaning to activities
Facilitating communication
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Cultural Norms and Sanctions
• Cultural Norm– Rule that specifies the
appropriate behavior in a given situation within a specific culture
• Cultural Sanctions– Penalties associated with
performing a nongratifying or culturally inconsistent behavior
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© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Origin of Culture
• Ecological factors– The physical
characteristics that describe the physical environment and habitat of a particular place
• Tradition– The customs and
accepted ways of structuring society
– Includes things like the family and political structures of a society
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Dimensions of Cultural Values
Individualism
Masculinity
Power Distance
Uncertainty Avoidance
Long-Term Orientation
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© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Cultural Distance
• Represents how disparate one nation is from another
Where,• CD = Cultural Distance• TCSV = Target Country Value Score on Dimension i• BCSV = Baseline Country Value Score on Dimension i
5
1
2)(i
ii BCSVTCSVCD
© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
How Is Culture Learned?
Socialization
Enculturation
Acculturation
© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Fundamental Elements of Communication
• Verbal communication– Translational
equivalence – Metric equivalence– Globish
• Nonverbal communication– Time– Mannerisms/Body
Language– Space – Etiquette/Manners – Relationships – Agreement – Symbols
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Emerging Cultures
BRIC Markets: Brazil, Russia, India, and China
Chindia: Refers to the combined market and business potential of China and India
Glocalization: marketing strategy may be global but the implementation should be local