Semester 1.2 ICC and Marketing and communication in 14 steps | test exam

Kluckhohn's Variations in Value Orientations

• Societies address nature in diverse ways, shaping their approaches to challenges.

Relationship with Nature

• Dominating Nature: Modifying the environment to suit needs, as seen in the Netherlands and UAE.
• In Harmony with Nature: Adapting to nature without major alterations, for example in Costa Rica and Norway.
• Subjugated to Nature: Accepting nature passively, like in the Philippines and Maldives.

Time Orientation

• Cultural views on time impact planning and priorities.
• Past-Oriented cultures value traditions and historical continuity.
• Present-Oriented cultures focus on short-term goals and the present moment.
• Future-Oriented cultures emphasize long-term goals and systematic planning.
• Time perspectives vary by profession, region, or age.
• Economists are often more future-oriented, while museums focus on the past.

Doing or Being Cultures

• Doing Cultures: Task-oriented, prioritizing achievement (e.g., USA, China).
• Being Cultures: Relationship-focused, emphasizing enjoyment and spontaneity (e.g., Indonesia, Mexico).
• Management differs: Doing cultures use promotions, while being cultures emphasize consideration.

Individualism and Collectivism

• Cultures are classified by social organization preference.
• Individuals can relate as individuals, collateral groups, or hierarchical groups.

Individualism

• Individualistic cultures value independence and self-reliance.
• Individuals are defined by personal attributes like name or profession.
• Relationships are secondary to personal goals.
• Dependence is seen as a weakness.
• Communication is direct and low-context.
• Examples include the Netherlands and the USA.
• Respect is earned through achievements.
• Criticism is accepted as constructive.

Collectivism

• Collectivist societies prioritize interdependence and responsibility towards the group.
• Individuals are defined by group affiliations like family.
• The group's welfare is prioritized.
• Communication is indirect and high-context and promotes harmony.
• Criticism is delivered subtly.
• Examples include Asian, African, Middle Eastern, and Latin American cultures.
• Family often extends beyond the nuclear unit.

Group Structures

• Hierarchical Groups: Leadership is based on natural or societal order.
• Collateral Groups: Decisions are shared equally.

David Pinto’s Cultural Structures

• Fine-Mesh Structures (F-Cultures): Societies have strict norms.
• Mixed-Mesh Structures (M-Cultures): Balance specific and general guidelines.
• Coarse-Mesh Structures (C-Cultures): Societies have loose norms and social freedom.
• Economic, religious, and societal factors are key in positioning a culture on the individualism-collectivism spectrum.

Private and Public Space

• Cultures vary in their use of physical space.
• Northern Europe and North America value private space.
• Asia emphasizes shared spaces with hierarchy.
• Private or public space perceptions depend on subcultural factors like gender.

Views on Human Nature

• Societies viewing human nature as evil tend to distrust.
• X management theory assumes workers dislike work and need control.
• Societies viewing human nature as good are high-trust.
• Y management theory views employees as responsible and innovative.
• Societies with a mixed view believe in improvement through training.

Pinto’s Three-Step Method

• Pinto’s method solves intercultural communication obstacles for a cultural advantage.
• One obstacle is unawareness of one's own norms, values and rules.
• People tend to project their norms onto others, another obstacle.
• The third obstacle is not being able to clearly communicate wishes and limitations.
• Overcoming obstacles involves knowing one's own norms and values.
• People must learn the norms and values of others.
• Determine how to deal with differences in norms, values, and behavior.

Hofstede’s Six Dimensions of Culture

• Power distance measures the acceptance of unequal power distribution.

Power Distance

• Low Power Distance: Values equality (e.g., Netherlands, Scandinavia).
• Medium Power Distance: A mix of equality and hierarchy (e.g., France, Poland).
• High Power Distance: Accepts hierarchies (e.g., Asia, Latin America, Eastern Europe).

Individualism and Collectivism

• Individualistic Societies: Characterized by loose ties and independence (e.g., North America, Northern Europe). They favor direct, low-context communication.
• Collective Societies: Characterized by strong group bonds and loyalty (e.g., Asia, Latin America). High-context communication is preferred

Masculinity and Femininity

• Masculine Societies:
  • Emphasize assertiveness, achievement, success, and competition.
  • Gender roles are strictly divided.
  • Examples include Slovakia, Japan, and the USA.
• Feminine Societies:
  • Value modesty, care, and quality of life.
  • Gender roles overlap.
  • Examples include The Netherlands and Scandinavian nations.

Uncertainty Avoidance

• It measures comfort in unstructured situations.
• High Uncertainty Avoidance:
  • Prefers predictability and rules.
  • Students prefer structured lessons.
  • Employees value stability.
  • Examples include Latin America, Japan, and Korea.
• Low Uncertainty Avoidance:
  • Accepts uncertainty and creativity.
  • Education encourages open discussions.
  • Workplace values achievement.
  • Examples include most of Asia, Anglo-Saxon countries, and Africa.
• Medium Uncertainty Avoidance: The Netherlands and Scandinavia fall in between.

Long-Term Orientation (LTO)

• Focuses on long-term or short-term goals, shaping societal values.
• Long-Term Orientation:
  • Emphasizes perseverance, thrift, and future rewards.
  • Education emphasizes effort and self-discipline.
  • Workplace sees investments as long-term.
  • Examples include East Asia and Central Europe.
• Short-Term Orientation:
  • Emphasizes traditions, national pride, and immediate results.
  • Education views success as luck and quick results.
  • Workplace focuses on self-expression.
  • Examples include Anglo-Saxon countries, Africa, and Latin America.

Indulgence and Restraint

• Balances satisfying desires with societal norms.
• Indulgence:
  • Focuses on enjoying life, freedom, and fun.
  • Impacts include happiness and leisure activities.
• Restraint:
  • Strictly regulates desires and prioritizes discipline.
  • Impacts include pessimism and limited freedom.
• Differences in these impact business and cross-cultural interactions.

Organizations

• An organization is a social, technical, and economic system for realizing goals through cooperation.
• Organizations can be profit-oriented or non-profit, targeting consumers (B2C) or businesses (B2B).
• Tasks are divided and coordinated to achieve common goals.

Companies

• Companies are specific organizations focused on profit, used for investments, reserves, or dividends.
• Companies differ from non-profits via profit distribution.

Organizational Identity

• It includes unique characteristics defined by the Organizational Philosophy Guide.
  • Vision: How the organization views the world, society, people, and markets.
  • Mission: The organization's primary purpose.
  • Objectives: Concrete goals stemming from the mission.
  • Values and Principles: Core values guiding internal collaboration and external stakeholder relations.

Organizational Philosophy Guide

Vision

• It is the societal view of the organization that includes perspectives on society and its developments
• The humanitarian view on the role and value of people
• The market view that includes vision on markets, products, technologies, and competitive relationships.

Mission

• Describing the main purpose of the organization
• Explaining the reasons for the organization's existence and its ambitions.
• The Golden Circle by Simon Sinek known (Why-How-What)

Objectives

• SMART goals (Specific, Measurable, Acceptable, Realistic, Time-bound)
• BHAG (Big Hairy Audacious Goal): Bold goals with a 5-10 year outlook.

Values and Principles

• Core values that guide cooperation and culture within the organization
• Include integrity, customer focus, and sustainability.

PPP Model (People, Planet, Profit)

• Integrates economic, human, and social values.
  • People: Impact on individuals and employees.
  • Planet: Impact on the environment and society.
  • Profit: Economic value and profitability.

Golden Circle (Simon Sinek)

• Helps organizations define their mission.
  • Why: The organization's reason for existing.
  • How: The method for fulfilling its mission.
  • What: The organization's offerings.

SMART Objectives

• Goal-setting methods to make goals concrete and measurable.
  • Specific: Define what needs to be achieved.
  • Measurable: Determine how to measure achievement.
  • Acceptable: Verify that this needs to be practical and relevant
  • Realistic: Asses if it can be done
  • Time-bound: Set clear deadlines.

BHAG (Big Hairy Audacious Goal)

• They are ambitious long-term goals that are both challenging and inspiring.
• Examples include NASA and Amazon

BCG Matrix

• A strategic model for product analysis and categorization.
  • Stars: High market share and high growth.
  • Cash Cows: High market share and low growth.
  • Question Marks: Low market share and high growth.
  • Dogs: Low market share and low growth.

Marketing

• The process of fulfilling customer needs through the 4 P's.
  1. Product: What the organization offers.
  2. Price: The cost.
  3. Place: Availability.
  4. Promotion: Communication methods.

Marketing Communication

• Activities focused on informing, persuading, and reminding customers about products, services, and brands.

Corporate Communication

• It is focused on the image and reputation of the organization.

B2B versus B2C

- B2B (Business-to-Business): Marketing aimed at companies, focusing on rational decisions.
- B2C (Business-to-Consumer): Marketing aimed at consumers, often emotionally driven.

Strategic Planning Model: 14-Step Model

• It is a step-by-step approach for strategic marketing communication planning.
  1. Context Analysis: Understanding the internal and external environment.
  2. Target Audience Analysis: Identifying and segmenting target groups.
  3. Positioning: Defining the brand's differentiation.
  4. Strategy and Resources: Developing and implementing campaigns.
  5. Evaluation: Measuring and optimizing results.

Marketing Analysis

• Investigating and assessing factors impacting supply and demand
• This includes both the internal and competitors.

Subcategories for this type of Analysis

- Brand Analysis: Analysis at brand, product brand, or component level.
- Scope: Analysis width (organization, product or geographical level).
- Context Analysis: Current brand overview, used as a foundation for subsequent strategic decisions

Marketing Communication Plan

• A document stating how the use of marketing communication activities is used to meet organizations targets.

competition

• Individuals influencing your product of brand on it's target market
  • Satisfaction competition of needs that are the same (i.e cinema's and sport organizations)
  • Substitute competition
  • Communication competition, i.e slogans or advertising
  • Retail competitiveness (e.g stores)
  • Supplier competition

Internal Analysis

• This is the internal review of marketing communications and consists of four sub-analysis'

  1. Market positioning is a review of turnover and marketing share
     • Turnover is the value of purchased product
     • Outlet amount of product sales
     • Market share - Brand service by percentage
     • Penetration, the percentage of users to people that have used and purchased the product
     • Consumed to the total amount of uses
     • Purchasing volume
     • Brand loyalty
     • Churn of customers
     • Weight distribution of product in stores (e.g how available it is in store)
     • The percentage of stores selling product
     • The promotional sales
  2. Customer Journey
     • Moments that customers contact a brand
     • User experience
     • Neuromarketing the brain and processes of decision making

• Market Strategy

  • Qualitative assessment (Product-, Price, Promotion and Distribution Policy)
  4. Financial Analysis: assessment towards wining and stability.
  5. Analysis of other business function

External Analysis

• Review of factors that have no organizational influence 1. Market analysis research into trends and developments 2. Company review of field of research and dynamic 3. Buyer analysis based on behavior 4. Competitor analysis' as the name suggests

macro environment analysis

    - Demographic review
    - Economic Review
    - social reviews
    - Political reviews

The SWOT Matrix

• Internal strength and weakness in relation to the external

The Confrontation Matrix

• a tool leveraged to meet external challenges

Five forces model

• Analise competative force

Consumer journey

moments of truth

• ZMOT (Zero Moment of Truth): Orientation before contact with the brand takes place.
• FMOT (First Moment of Truth): First encounter with the product.
• SMOT (Second Moment of Truth): Experience using the product. UMOT (Ultimate Moment of Truth): Customers share their experiences.

The Market Share of Voice

• Non-budget marketing
• The Share of earned views

Strategy issues

• How to improve the market strategy

• marketing factors that need attention

• Factors based on weakness

• A combination factor of multiple aspects

Marketing targets

• People who and organisation want to focus marketing efforts
  • can be demographic, Geographic or social

Micro Target

• a smaller sub section for focus

marketing

Maslow hierarchy of needs levels

    -Physiological needs
    - Safety and security
     - Social needs need for love, connection
    - Recognition
     - Self-fulfillment

Roles of a consumer

 - Buyer, User, Influecenr

Evoked set

• Groups of customers with like minded ideas

Customer Journey

• From start to purchase and overall review

Trechtemodel trechters

• levels of detail targeting towards specific types

Marketing stratgy

target and direction for market place with innovation and values

• marketing levels
  • general
  • field
  • brand

what is evokerd set

levels of details and process of marketing

communication of marketing level

Marketing Levels

 - Buyers & User (previous and new customers)
  - promoters
  - bloggers
  - Retailers

level of customers

- key and second group for strategy direction
 - review for target

Merkenwaarde level

the values people get from customer product values

advertising

    - what is effective advertising
      - is it new/unique
      - relevant, does it meet goal?

Hoofdstuk 13 - types of advertising - tv - newspapers or printed versions - digital and radio content

marketing

    - location for ads and what area

what are micromoments

• This is when a consumer is looking to invest in an action.

Advertising methods

• GPS technologies
• IOT devices

Content

• Always accessible no matter the channels, or accessibly of the digital provider