View
254
Download
0
Category
Tags:
Preview:
DESCRIPTION
Citation preview
THE CULTURAL DYNAMICS OF
INTERNATIONAL MARKETING
INTRODUCTION
NEED is spontaneous and important.
WANT is not spontaneous but to satisfy desire over necessity.
CULTURE
CULTURE
People think and do as members of the society.
Values and Ideas of a community.
Collective phenomenon shared by generations of people who live within the same environment.
Inherited habits.
Result of Culture
MARKET
MARKETERS
Are constantly adjusting efforts to the cultural demands of the market
People who see the opportunity to buy and sell.
Factual Knowledge
Interpretive Knowledge
CULTURAL KNOWLEDGE
Usually obvious and must be learned.
Straightforward fact about a culture
Different meanings of colours and traits and tastes.
FACTUAL KNOWLEDGE
May be best described as a feeling.
Must be able to understand and fully appreciate nuances of different cultural traits
Dependent on past-experience interpretation.
INTERPRETATIVE KNOWLEDGE
TIME
COLOR and RACE
Being attuned to the nuances of culture, new culture can be viewed objectively, evaluated
and appreciated.
CULTURAL SENSITIVITY
ELEMENTS OF CULTURE
Material CultureTechnology
Economics
Social Organizations
Political Structures
SOCIAL INSTITUTIONS
Literacy Rate
Role and Levels
EDUCATION
Belief Systems Click icon to add picture
Religion
Superstition
Power Structure
AESTHETICS
Graphic Arts
Plastic Arts
VICKS
=
WICKS
Usage of Foreign Language
Spoken vs Written
Language
LANGUAGE
“ You will eat it, eat it, eat it because of
the delicious, delicious, delicious
taste of 555”
“ mapapa-ulit-ulit-ulit
ka!!! sa sarap-
sarap-sarap ng 555!!!”
Product-established market= >STUDY OF CULTURE vs
Product-new market=<CULTURE STUDY
ANALYSIS OF THE ELEMENTS
Is a responsible effort to borrow helpful cultural ways
in an effort to find better solutions to the society.
CULTURAL BORROWING
Orange Juice-Barbados
Cantaloupe-Egypt
Columbia-Coffee
Waffles cooked the Scandinavian way, made of Wheat from Malaysia
Maple Syrup from US
Bacon from Canada smoked from a process in Eastern EU
Smokes a cigarette from the Argentina
Reading news in a language that originated from Latin in a material from China (process from Germany)
Thanks a Hebrew for a the day
100% Filipino
.
CULTURAL SIMILARITIES:
AN ILLUSION
UNITED STATES VS GREAT BRITAIN
Some products when introduced are easily accepted but some
are not because of culture.
RESISTANCE TO CHANGE
A plan in introducing something new to the culture in a
calculated way to overcome resistance.
PLANNED CULTURAL CHANGE
Product acceptance always have a positive and negative effect. Everything
new that is introduced may have glitches but we must always be optimistic.
CONSEQUENCE OF AN INNOVATION
“A SUCCESFUL MARKETER MUST BE A STUDENT OF
CULTURE”
- Geert Hofstede
A Presentation by
CARLO MIGUEL A. NARBONETA
Recommended