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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
Keegan and Green, Chapter 4 3
Ways of living, built up by a group of human beings, transmitted from one generation to anotherSocial institutions
FamilyEducationReligionGovernmentBusiness
Keegan and Green, Chapter 4 4
Physical components of culture◦Objects◦Artifacts Clothing Tools Pictures Homes
Subjective or abstract culture◦Religion◦Perceptions◦Attitudes◦Beliefs◦Values
Keegan and Green, Chapter 4 5
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
Keegan and Green, Chapter 4 6
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
Keegan and Green, Chapter 4 7
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
Keegan and Green, Chapter 4 8
Would you eat…..◦ Reindeer (Finland)◦ Rabbit (France)◦ Rice, soup, and grilled fish for breakfast (Japan)◦ Kimchi - Korea◦ Blood sausage (Germany)
Keegan and Green, Chapter 4 9
Verbal Cues Nonverbal cues or body language
Keegan and Green, Chapter 4 10
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
Keegan and Green, Chapter 4 11
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
Keegan and Green, Chapter 4 12
Keegan and Green, Chapter 4 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
Power Distance Individualism / Collectivism Masculinity Uncertainty Avoidance Long-term Orientation
Keegan and Green, Chapter 4 14
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
Keegan and Green, Chapter 4 15
Adoption process Characteristics of Innovations Adopter categories
Keegan and Green, Chapter 4 16
Keegan and Green, Chapter 4 17
1. Awareness
2. Interest
3. Evaluation
4. Trial
5. Adoption
Keegan and Green, Chapter 4 18
Rate of Adoption can be explained by these characteristics
Relative AdvantageCompatibilityComplexityDivisibility
Communicability
Keegan and Green, Chapter 4 19
Keegan and Green, Chapter 4 20