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