What is culture?

• A tapestry; the total range of activities and people.

• the combination of learned meanings, values, norms and customs shared by a society

How do we get culture?

• It’s learned; socialization

• Social learning norms

Norms

Reinforcement

Consumption patterns

Values

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Learning Culture

Acculturation – adapting to a new culture; requires learning.

• Factual Knowledge

• Interpretive Knowledge – nuance, context

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Cultural Norms

Norms – rules that dictate what is right or wrong, acceptable or unacceptable

Imperatives – what must be done. Exclusives – what cannot be done.

- Nike in China

Adiaphoras – what could be done, but isn’t necessary.

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• Low-Context cultures: What is said is precisely what is meant

• High-Context cultures: The context of the message is more meaningful: the message source his or her standing in society or in the

negotiating group level of expertise tone of voice body language

High vs. Low Context Cultures

National/Regional Character

• Time Orientation• Management outlook• Level of Authority• Status Concern• Socializing• Gender Roles• Materialism• Communication

Different cultures have different approaches to these concepts.

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Elements of Culture

Language• verbal• non-verbalReligion & Belief systemsValues and Attitudes

Manners and CustomsMaterial ElementsAestheticsEducationSocial Institutions

Religion and Its Impact on Marketing Practice

• Protestant Religion – stresses hard work and frugality

• Judaism – stresses education and development• Islam – focus on rules for social interaction • Hinduism – encourages family orientation and

dictates strict dietary constraints• Buddhism – stresses sufferance and avoidance

of worldly desires

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Key Questions about culture

• What type of need (if any) does the product fill in the culture?

• How do cultural values/norms influence product: Purchase Ownership Consumption/use Disposal

• How homogenous is the country with respect to culture?

• What aspects of culture have implications for business relationships, contracts, negotiations?