Questions and Answers
What is the task of global marketers?
What is culture?
Ways of living, built up by a group of human beings, transmitted from one generation to another.
What are social institutions?
Outlets through which culture is shown, such as family, education, religion, government, and business.
What is physical culture?
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What does abstract (non-physical) culture include?
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What are global consumer cultures?
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What are attitudes?
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What are beliefs?
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What is value in a cultural context?
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How does religion impact culture?
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What do aesthetics refer to in a cultural context?
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What role does music play in culture?
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What is dietary preference?
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What does language and communication involve?
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What is marketing's impact on culture?
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What characterizes a high-context culture?
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What characterizes a low-context culture?
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Match Hofstede's dimensions of national culture with their descriptions:
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What does power distance reflect?
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What characterizes high power distance?
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What characterizes low power distance?
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What does individualistic culture emphasize?
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What does collectivistic culture emphasize?
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What is uncertainty avoidance?
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What characterizes high uncertainty avoidance?
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What characterizes low uncertainty avoidance?
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What does masculinity refer to in cultural contexts?
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What characterizes high masculinity?
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What characterizes low masculinity?
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What does orientation refer to in a cultural context?
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What characterizes long-term orientation?
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What characterizes short-term orientation?
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What is the self-reference criterion?
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How can cultural myopia be reduced?
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What does diffusion theory describe?
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What are the stages of the adoption process?
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What are the five factors that affect the rate of innovation adoption?
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What characterizes Asian hierarchy in innovation adoption?
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What must marketers consider regarding social and cultural environments?
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What does environmental sensitivity reflect?
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Study Notes
Task of Global Marketers
- Must understand cultures of target countries.
- Recognize the influence of self-reference criterion on market perception.
- Incorporate cultural insights into marketing strategies.
Culture
- Defined as the ways of living of a group, passed from one generation to another.
- Contains both conscious and unconscious beliefs, values, attitudes, and symbols.
- Expressed through various social institutions.
Social Institutions
- Primary channels through which culture is manifested include:
- Family
- Education
- Religion
- Government
- Business
Physical Culture
- Comprises tangible aspects such as:
- Clothing
- Tools
- Decorative art
- Body adornment
- Homes
Abstract (non-physical) Culture
- Includes intangible components like:
- Religion
- Perceptions
- Attitudes
- Beliefs
- Values
Global Consumer Cultures
- Emergent group sharing consumption-related symbols.
- Examples include pub culture, coffee culture, and fast-food culture.
- Result of a technologically interconnected world.
Attitudes
- Defined as tendencies to respond consistently to specific objects or entities.
Beliefs
- Organized patterns of knowledge considered true by individuals about the world.
Value
- Enduring beliefs regarding preferable modes of conduct in personal or social contexts.
Religion
- Source of significant beliefs, attitudes, and values.
- Influences marketing through tenets, practices, and holidays.
Aesthetics
- An understanding of beauty and taste varies across cultures.
- Includes aspects like product design and packaging.
Music
- Present in all cultures but varies in style and appropriateness for advertising.
Dietary Preferences
- Cultural context affects food choices; e.g., Domino's withdrawal from Italy.
- Global dietary preferences are converging.
Language and Communication
- Comprises:
- Syntax: Sentence formation rules
- Semantics: Systems of meaning
- Phonology: Patterns of sounds
- Morphology: Word formation
Marketing's Impact on Culture
- Universal cultural aspects present opportunities for standardization in marketing.
- Global travel and communication foster convergence in tastes and preferences.
High-Context Culture
- Information is context-dependent; background values and reputations are crucial.
- Less reliance on legal documentation, evident in countries like Saudi Arabia and Japan.
Low-Context Cultures
- Messages rely on explicit language with clear, detailed information.
- Countries such as the U.S. and Germany emphasize written agreements.
Hofstede's Five Dimensions of National Culture
- Power Distance
- Individualism vs. Collectivism
- Masculinity vs. Femininity
- Uncertainty Avoidance
- Long-Term vs. Short-Term Orientation
Power Distance
- Reflects acceptance of unequal power distribution in authority structures.
High Power Distance
- High respect for authority, common in countries like Mexico and Singapore.
Low Power Distance
- Promotes equality; employees feel free to approach superiors, prevalent in the U.S. and Sweden.
Individualistic vs. Collectivistic
- Individualistic societies prioritize personal/family interests (e.g., U.S., Canada).
- Collectivistic societies expect group support and protection (e.g., Mexico, Thailand).
Uncertainty Avoidance
- Indicates comfort level with ambiguity and risks.
High Uncertainty Avoidance
- Associated with lower tolerance for ambiguity, seen in Italy and France.
Low Uncertainty Avoidance
- More accepting of risks and different behaviors, found in Canada and Singapore.
Masculinity
- Refers to cultural values related to achievement versus nurturing.
High Masculinity
- Emphasizes achievement, competition, and material success, common in countries like Japan and Mexico.
Low Masculinity
- Values nurturing and relationships over competition, seen in France and Sweden.
Orientation
- Reflects focus on future versus past.
Long-Term Orientation
- Prioritizes future planning and values such as thrift and persistence, prevalent in China.
Short-Term Orientation
- Emphasizes tradition and historical values, common in Germany and the U.S.
Self-Reference Criterion and Perception
- Refers to the unconscious influence of one’s own cultural values, leading to cultural myopia.
How to Reduce Cultural Myopia
- Define problems using both home country and host country cultural perspectives without judgments.
- Examine SRC influences and redefine the problem for local contexts.
Diffusion Theory: The Adoption Process
- Mental stages from initial awareness of an innovation to adoption or purchase.
Stages of the Adoption Process
- Involves awareness, interest, evaluation, trial, and final adoption.
Five Factors Affecting Innovation Adoption Rate
- Relative advantage
- Compatibility
- Complexity
- Divisibility
- Communicability
Asian Hierarchy
- Skewed adoption curve with more early majority and fewer laggards.
Marketing Implications of Social and Cultural Environments
- Cultural factors must guide marketing strategies for both consumer and industrial products.
- Environmental sensitivity determines the extent of product adaptation needed for various markets.
Environmental Sensitivity
- Culture significantly drives consumption irrespective of social class or income.
- Food is notably the most culturally-sensitive consumer product category.
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Description
This quiz explores the critical elements of global marketing, emphasizing the importance of understanding diverse cultures and their impact on consumer behavior. You'll learn about the significance of social institutions, both physical and abstract aspects of culture, and how these factors shape marketing strategies across different markets.