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8/12/2019 Global Social Cultural Environment
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GLOBAL SOCIAL & CULTURAL
ENVIRONMENT
You can buy in your home-country language but
you need to learn your customers language to sell.
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Introduction
A solid understanding of culture is essentialin international marketing.
Cultural references impact significantly onconsumers cognitive, affective and
connotativebehaviour.
http://www.photos.com/en/search/close-up?oid=2649199&a=&pt=&bl=/en/search/index?b=k&t=56&s=46&q=angry&ppage=4&hoid=435cdaabf3009322888adbec0078b53d8/12/2019 Global Social Cultural Environment
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A Definition
So, what is culture?
Culture prescribes the forms of behaviour that are acceptableto people in aspecific community
Culture is the learned ways in which a society understands, decides andcommunicates
Culture is difficult to define but some of the key characteristics are:
Culture is learned Born into a culture/norms acquiredCulture is interrelated one part of culture is deeply connected with
another part such as religion and marriage
Culture is sharedtenets of culture extend to other members of a group
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The Four Layers of Culture
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National
The national culture impacts on dealings withGovernments and is reflected in the valueson
which laws and institutions are based.
This explains why in some cultures transgressors
can evade punishment.
http://www.photos.com/en/search/close-up?oid=2651788&a=&pt=&k_mode=all&k_exc=europe&cid=&date=&k_var=england&bl=/en/search/index?f_h=1&f_i=1&f_o=1&f_v=1&f_b=1&f_c=1&k_exc=europe&k_var=england&k_mode=all&big=1&ppage=27&srch=Searching...&first=235&ofirst=&srch=Y&hoid=561b4a1a28ddfb3165d619dc42ee03a8http://www.photos.com/en/search/close-up?oid=2651659&a=&pt=&k_mode=all&k_exc=europe&cid=&date=&k_var=england&bl=/en/search/index?f_h=1&f_i=1&f_o=1&f_v=1&f_b=1&f_c=1&k_exc=europe&k_var=england&k_mode=all&big=1&ppage=29&srch=Searching...&first=253&ofirst=&srch=Y&hoid=dac3f4d679893f9f61dbb0515283c8f4http://www.photos.com/en/search/close-up?oid=2677732&a=&pt=&k_mode=all&k_exc=&cid=&date=&k_var=culture&bl=/en/search/index?f_h=1&f_i=1&f_o=1&f_v=1&f_b=1&f_c=1&k_var=culture&k_mode=all&big=1&ppage=7&srch=Searching...&first=55&ofirst=&srch=Y&hoid=9a40092c936d267310a2a9f730a1c21b8/12/2019 Global Social Cultural Environment
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Industry
Culture impacts on negotiations within industry and the
values and norms governing the activities performed by theindustry in the other country.
Examples:Industry culture manifests itself in credit policyand theenvironment
Business relationships are also effected by culture for example the way inwhich negotiations take place, a handshake is sufficient in some countries
whereas the giving of gifts is expected in others
http://www.photos.com/en/search/close-up?oid=2829853&a=&pt=&k_mode=all&k_exc=europe&cid=&date=&k_var=money&bl=/en/search/index?f_h=1&f_i=1&f_o=1&f_v=1&f_b=1&f_c=1&k_exc=europe&k_var=money&k_mode=all&big=1&ppage=10&srch=Searching...&first=82&ofirst=&srch=Y&hoid=a99657fd310e859c327744c9ab83fcb98/12/2019 Global Social Cultural Environment
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Organisational
Organisational culture impacts on negotiationswith firms, as
opposed to individuals. For example, when entering intoalliances or arranging takeovers.
It is reflected in assumptionsthat are held by a firm
They include: code of ethics, attitude to employees, decisionmaking style
Example : In Asian countries the employer-employee have a more paternalrelationship. They are responsible for the welfare of their staff and
their family. In Australian society, the employee is a short term commodity.
Example:Decision making style in Japan by consensus, in Australia the finaldecision left with senior managers and imposed.
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The Components of Individual Culture
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Impact of Culture on International Marketing
Q.So, why is culture important to marketing?Links back to the Marketing Conceptachieving organizational goals depends on determining the needs and wants of
target markets and delivering the desired satisfaction more effectively and
efficiently (Kotler)
Culture affects ALLaspects of the
Marketing Mix
Price
Product Place
Promotion
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THE 4Ps AND CULTURAL DIFFERENCES
PRODUCTNames, flavours, aromas, strengths,packaging, labelling, colours
PROMOTION Customs, symbols, language andadvertising practices
PRICE Marketability of larger sizes
PLACE Distribution channels may be differentsupermarket, hypermarket vs the corner shop
3 ADDITIONAL Ps FOR SERVICE MARKETING:PEOPLE Different attitudes to personal service
PROCESSES Different due to cultural requirementsPHYSICAL EVIDENCE Appearance and comfort e.g. hotels
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Elements of culture
Language
Manners and customs
Technology and
material culture
Social institutions
Education
Values and attitudes
Aesthetics
Religion
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Role of language in Global Marketing
Important in information gathering and
evaluation
Provides access to local society
Important in company communications
Helps interpret contexts than mere words
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7-13
What is this?
_____ includes time, space, material
possessions, friendship patterns, and
business agreements. It is more important
in high-context than low-context cultures.
Non-verbal language
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Non-verbal communication (NVC) and
global marketing
NVC includes time
Polychronic vs monochronic
space
Personal space and physical space material possessions
friendship patterns Friends act as social insurance in high context cultures
business agreements Rushing straight to business Reliance on complex agreements than on friendly handshakes
It is more important in high-context than low-contextcultures.
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High-context and low-context cultures
High Is one where what is said
only conveys a limitedportion of the meaning,which must also be
interpreted in terms ofhow it is being said, whereit is being said, and thebody language of thespeaker
Primary purpose is to form
and develop relationships Eg. Middle East, Latin
America, Asia
Low Messages are mostly
explicit and the wordsconvey most of themeaning in the
communication Eg. Anglo-Germanic culture
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The contextual
continuum of differing cultures
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Non-verbal language and culture: Examples
Italy
-Italians do not hesitate to greet a person they know with an embrace
-They are very animated and like to gesture with their hands
-Personal space is much closer
-Queue jumping is not a crime in Italy; they even admire someone who sees anopportunity and takes it!
South Africa
-Macho society, handshake on meeting
-maintaining eye contact is essential
-talking with hands in pockets is rude
http://www.photos.com/en/search/close-up?oid=2643687&a=&pt=&k_mode=all&k_exc=europe&cid=&date=&k_var=africa&bl=/en/search/index?f_h=1&f_i=1&f_o=1&f_v=1&f_b=1&f_c=1&k_exc=europe&k_var=africa&k_mode=all&big=1&ppage=10&srch=Searching...&first=82&ofirst=&srch=Y&hoid=787afad58807b22011bda8e3c4fb5c33http://www.photos.com/en/search/close-up?oid=2711943&a=&pt=&k_mode=all&k_exc=europe&cid=&date=&k_var=italy&bl=/en/search/index?f_h=1&f_i=1&f_o=1&f_v=1&f_b=1&f_c=1&k_exc=europe&k_var=italy&k_mode=all&big=1&ppage=3&srch=Searching...&first=19&ofirst=&srch=Y&hoid=aba46539b1a0e117a50515bf6309561d8/12/2019 Global Social Cultural Environment
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Non-verbal language and culture: Examples
UK
- The English are notoriously Undemonstrative
-Stiff upper lip
- Backslapping and hugs are discouraged
-Lots of personal distance
- Eye to eye contact is good for making a point but do not eye ball Someone.
- Abhor Americanisms such as have a nice day
- If there is a queue go to the end of the line
http://www.photos.com/en/search/close-up?oid=3067829&a=&pt=&k_mode=all&k_exc=europe&cid=&date=&k_var=britain&bl=/en/search/index?f_h=1&f_i=1&f_o=1&f_v=1&f_b=1&f_c=1&k_exc=europe&k_var=britain&k_mode=all&big=1&ppage=5&srch=Searching...&first=37&ofirst=&srch=Y&hoid=ab21f785ae5c8d684879d35475fb2c848/12/2019 Global Social Cultural Environment
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7-20
Sensuality and
touch culture in Saudi Arabian
versus European advertising
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Verbal language and culture: Examples
Translations Found in Hotels Across the World
MexicoThe manager has personally passed all the water served here.
NorwayLadies are required not to have children at the bar.
GreeceWe will execute customers in strict rotation.
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Verbal language and culture: Examples
COORS (Worlds 5thlargest beer company)ad slogan TURN IT LOOSEwas
truly translated into Spanish-- Means suffer from diarrhoea
Pepsi's slogancome alive with the Pepsi generationtranslatedinto Chinesemeans
" Pepsi brings your ancestors back from the grave
One of the brand names of facial tissuePuffs
--- meansbrothels in colloquial German.
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Verbal language and culture: Examples
When Kentucky Fried Chickenentered the Chinese market, totheir horror they discovered that their slogan "finger lickin'
good"came out as "eat your fingers off
The American slogan for Salem cigarettes, "SalemFeelingFree," got translated in the Japanese market into "Whensmoking Salem, you feel so refreshed that your mind seems to
be free and empty.
General Motorshad a perplexing problem when they introducedthe Chevy Nova in South America. Despite their best efforts, they
weren't selling many cars. They finally realized that in Spanish,"nova" means "it won't go".Sales improved dramatically afterthe car was renamed the "Caribe."
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FordPinto in Braziland substituted them with "Corcel," whichmeans horse.
When Branifftranslated a slogan touting its upholstery, "Fly in
Leather," it came out in Spanish as "Fly Naked."
The greatPARKER pen co. assumed the Spanish wordEMBRAZER means to Embarrass and released the pen ad.
-- AsIt wont leak in your pocket and embrazar you
actually the meaning of embrazar in Spanish isPregnancy
the ad has been read asIt wont leak in your pocketand make you pregnant
Verbal language and culture: Examples
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Manners and customs
Changes occurring in manners and customs
must be carefully monitored
Also important in negotiations- need to read
correctly all types of communication
Basic customs must be observed by foreign
business persons
Usage of left hand to eat is impolite in right-hand
societies
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Technology and material culture
Technological advancement leads to cultural
convergence
Technology may help certain cultures
Eg. Polaroid cameras
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Social institutions
Business, political and family/class related
institutions influence behaviour of people
Family relationships influence work
environment and employment practices
Eg. Nepotism is a part of business in India
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Education
Impact of educational levels on business
functions
Obstacles in recruiting in Japan:
University graduates join only large and reputed
foreign firms as they intend to stay long term in
organizations and get stranded when firms wind
up mid-way
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Values and attitudes
Values and attitudes help determine what we
think is right or appropriate, important or
desirable.
The more rooted values and attitudes are in
central beliefs, the more cautious global
manager should be
Eg. Barbie dolls
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The original
Barbiewas launched in
1959
Mattel started licensing dollsout to foreign countries as
early as 1971. Most of these
Dolls are the same as Their
American counterparts
http://en.wikipedia.org/wiki/File:Barbie_1959_First_Editions.jpg8/12/2019 Global Social Cultural Environment
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The first Vintage Barbie Dolls were released in 1959
http://www.fashion-doll-guide.com/Vintage-Barbie-Resort-Set.htmlhttp://www.fashion-doll-guide.com/Vintage-Barbie-Easter-Parade.html8/12/2019 Global Social Cultural Environment
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Vintage Barbie1960Miss America Dolls
i bi 96 66
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Vintage Barbie 1963-64 Vintage Barbie 1965 - 66
http://www.fashion-doll-guide.com/Vintage-Barbie-Magnificence.html8/12/2019 Global Social Cultural Environment
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Barbie1967
Vi t B bi 1969 1970
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Vintage Barbie 1969 1970
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Barbie 1971
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1993 Filipina Barbie Spain 10th Anniversary Barbie
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De Moda from
Venezuela Wet and Wild Withney from Venezuela.
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Mexican Steffie faced Barbie clone
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Japan Barbie
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Passeio Viky from Brazil an Argentinan Rock Star Barbie
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China Barbie Barbie of SPAIN
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Sumatra IndonesiaBarbie
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INDIAN
BARBIE DOLLS
INDIAN BARBIE DOLLS
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INDIANFESTIVALFUN BARBIE
WORLD OF INDIAN BARBIE AND DOLLS
INDIAN CLOTHING
BARBIE-RAJASTHANI BARBIE PUNJABI
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Swapna Sundari
Barbie, part of the
Expressions of India
series
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BARBIE IN BLACK DRESS
INDIAN WEDDING FANTASY
INDIAN BARBIE IN YELLOW
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Fulla doll in Islamic countries
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