3Cultural and Social Forces

Learning Objectives

• Define what culture is and demonstrate how various components of culture affect marketing.

• Explain how different world religions affect marketing.• Describe how family structure can vary and explain its impact on

marketing.• Illustrate ways in which the educational system of a country can

affect marketers.• Differentiate between monochronic and polychronic cultures and

explain the three temporal orientations.• List and describe Hofstede’s dimensions of culture.• Explain why language can be important in gaining true

understanding of a culture.• Identify ways of adapting to cultural differences.

Chapter Overview

Defining culture• Religion• The family• Education• Attitudes toward time• The Hofstede measures of culture• Language and communication• Social Relationships• Overcoming the language barrier• Adapting to cultural differences

Culture Defined

Culture is the collective programming of the mind that distinguishes the members of one category of people from another.

--Geert Hofstede

Religion and Marketing

• Western religions– Gift-giving and Christmas

• December 25 or December 6?

– Kosher in Israel• Elite chocolate targets the Orthodox

– Buying matzo: tradition versus price?

Christmas as a Global Phenomenon

• China– Bars charge $25 for entrance on Christmas

Eve, hotels charge $180 for a Christmas function

• Turkey– Children stand in line in shopping centers,

waiting to sit on Santa’s lap and ask him for gifts

– Stores sell Santa suits and statues

Marketing and Islam

• An important cultural force in the Middle East, Asia, and Africa

• Islam– Forbids interest– Encourages modest dress– Requires food to be halal

Marketing and Eastern Religions

• Hinduism and Buddhism– Vegetarians

• Shinto – Prayers open the first

Starbucks abroad (Tokyo)

The Family

• Nuclear families– Household sizes down in U.S. and Europe

• Extended families– More important in developing world – The importance of the Chinese clan

• Male-female roles– House cleaning in Japan

Attitudes toward Time

• Monochronic versus polychronic

• Cultures and temporal orientation

• Work and leisure time

Hofstede Measures of Culture

• Power distance

• Individualism-collectivism

• Masculinity-feminity

• Uncertainty avoidance

Language and Communication

• Forms of address

• The context of language– Low-context cultures– High-context cultures

• Body language

• Showing emotions

Overcoming Language Barriers

• Translating and translators

• Translation problems

• Which language to learn?

Dealing with Culture Shock

• Be culturally prepared

• Be aware of local communication complexities

• Mix with host nationals

• Be creative and experimental

• Be culturally sensitive

Dealing with Culture Shock (cont)

• Recognize complexities in host cultures• See yourself as a culture bearer• Be patient, understanding, and accepting

of yourself and your hosts• Be realistic in your expectations• Accept the challenge of intercultural

experiences