CROSSCULTURAL

VARIATIONS

Culture is the complex whole that includes knowledge, belief, art, law, morals, customs,
and any other capabilities and habits acquired by humans as members of society.
Marketing Across
Cultural Boundaries

Other-Oriented Values

Nonverbal Communications
Individual/Collective
Youth/Age
Extended/Limited Family
Masculine/Feminine
Competitive/Cooperative
Diversity/Uniformity
Environment-Oriented Values

Cleanliness
Performance/Status
Tradition/Change
Risk taking/Security
Problem solving/Fatalistic
Nature
Self-Oriented Values

Active/Passive
Sensual
gratification/Abstinence
Material/Nonmaterial
Hard work/Leisure
Postponed
gratification/Immediate
gratification
Religious/Secular

Global Cultures
Global Demographics
Cross-Cultural
Marketing Strategy

Marketing Across Cultural Boundaries is

a Difficult and Challenging Task

Globalization
Globalization changing from
One-way influence from U.S. to other countries to
Mutual influence

Four major world citizens

Global citizens
Global dreamers

Antiglobals
Global agnostics

Although globalization can

influence cultural values, it
would be a mistake to think that
all cultures are becoming
homogenized.

The Concept of Culture

Culture is the complex whole that includes knowledge,
belief, art, law, morals, customs, and any other capabilities
and habits acquired by humans as members of society.

a comprehensive concept
is acquired
is seldom provides detailed
prescription
We are seldom aware of
them

The Concept of Culture

Cultural values give
rise to norms and
associated sanctions,
which in turn influence
consumption patterns.
Cultures are not static.
They typically evolve
and change slowly over
time.

Variations in Cultural Values

The numerous values that differ across
cultures and affect consumption include:
Other-Oriented Values
Environment-Oriented Values

Self-Oriented Values

Variations in Cultural Values

Other-Oriented Values
Individual/Collective

Youth/Age
Extended/Limited Family
Masculine/Feminine
Competitive/Cooperative
Diversity/Uniformity

Variations in Cultural Values

Environment-Oriented Values
Cleanliness

Performance/Status
Tradition/Change
Risk taking/Security
Problem solving/Fatalistic
Nature

Variations in Cultural Values

Self-Oriented Values
Active/Passive

Sensual gratification/Abstinence
Material/Nonmaterial
Hard work/Leisure
Postponed gratification/Immediate gratification
Religious/Secular

Cultural Variations in Nonverbal

Communications

Cultural Variations in Nonverbal

Communications

Time
The meaning of time varies
between cultures in two major
ways:

Time perspective
monochronic
polychronic

Meanings in the use of time

Cultural Variations in Nonverbal

Communications

Space

Overall use and meanings

assigned to space vary widely
among different cultures

Cultural Variations in Nonverbal

Communications
Symbols
Colors, animals, shapes,
numbers, and music have
varying meanings across
cultures.
Failure to recognize the
meaning assigned to a symbol
can cause serious problems!

Cultural Variations in Nonverbal

Communications
Relationships
How quickly and easily do cultures
form relationships and make friends?
Americans tend to form relationships
and friends quickly and easily.
Chinese relationships are much more
complex and characterized by guanxi.

Cultural Variations in Nonverbal

Communications

Agreements
How does a culture ensure
business obligations are honored?
How are disagreements resolved?

Some cultures rely on a legal

system; others rely on
relationships, friendships, etc.

Cultural Variations in Nonverbal

Communications
Things
The cultural meaning of things leads
to purchase patterns that one would
not otherwise predict.

The differing meanings that cultures

attach to things, including products,
make gift-giving a particularly difficult
task.

Cultural Variations in Nonverbal

Communications
Etiquette
The generally accepted ways of behaving in
social situations.

Behaviors considered rude or obnoxious in one

culture may be quite acceptable in another!
Normal voice tone, pitch, and speed of speech
differ between cultures and languages, as do the
use of gestures.

CROSS CULTURAL
MARKETING

CROSS CULTURAL
MARKETING
WHEN DOES IT HAPPEN:

PULLED BY BETTER OPPORTUNITIES.

HIGH MARKET SHARES IN EXISTING MARKET.
ECONOMIES OF SCALE.
SETTING UP MANUFACTURING BASE.
TECHNOLOGY / RAW MATERIAL SOURCING.

CROSS CULTURAL MARKETING

AREAS TO BE UNDERSTOOD

LANGUAGE & MEANING

MARKET SEGMENTATION
OPPORTUNITIES.
CRITERIA FOR EVALUATING
PRODUCTS.
CONSUMPTION PATTERNS.
PERCEPTION OF BENEFITS.
ECONOMIC & CULTURAL SOCIAL
CONDITIONS.

Cross-Cultural Variables
of Consumer Behaviour

Consumer loyalty
Consumer involvement
Perceived risk
Consumer cognitive style
Legal marketing environment

PROBLEMS IN CCM

PRODUCT SELECTION.
MARKETING COMMUNICATION.
PRICING.
SELECTION OF DISTRIBUTION
NETWORK.

International Marketing Blunders

When General Motors introduced the Chevy

Nova in South America, it was unaware that in
Spanish nova means it wont go

International Marketing Blunders

When Pepsi started marketing

its products in China a few
years back, they translated their
slogan, "Pepsi Brings You Back
to Life" pretty literally. The
slogan in Chinese really meant,
"Pepsi Brings Your Ancestors
Back from the Grave."

International Marketing Blunders

Clairol, introduced the

"Mist Stick", a curling
iron, into Germany only to
find out that mist is slang
for trash, waste or manure.

International Marketing Blunders

The Scandinavian vacuum manufacturer
Electrolux used the following in an American
campaign:
Nothing sucks like an
Electrolux

International Marketing Blunders

Colgate introduced a a
toothpaste in France called
CUE, the name of a
notorious porno magazine

Product policy determinants are..

Adaptation
Consideration of:
local standards
Local hygiene and safety
standards
Local peculiarities in service,
maintenance and distribution
Avoidance of unfavourable
image of imported products,
companies, nationality or brand
names
Cultural and adequate use of
symbols where ever possible

Standardization
Use of:
Experience effects
Economies of scale
International standards

or

International use of products

Significant learning effects
Use of favourable image of
imported products, companies,
nationality or brands, exotic or
ethnic appeal

Symbolic attributes

The use of colours in

Product design
Advertising
Information material

Red

China - symbol of celebration

and luck, used in many cultural
ceremonies that range from
funerals to weddings.
India - color of purity (used in
wedding outfits).
Eastern cultures - signifies joy
when combined with white.

Western cultures Christmas colour when

combined with green;
Valentines Day when
combined with pink;
indicates stop (danger) at
traffic lights.

Yellow
YellowAsia - sacred,
imperial.
Western cultures - joy,
happiness.

Blue
China - associated with
immortality.
Colombia - associated
with soap.
Hindus - the color of
Krishna.
Jews - holiness.
Middle East - protective
color.
* Note: Blue is often
considered to be the safest
global color.

Green
China - studies indicate this is not a good color
choice for packaging, green hats mean a man's
wife is cheating on him.
Arab world, India - the color of Islam.
Ireland - religious significance (Catholic).
Some tropical countries - associated with
danger
Western cultures - indicates go (safe) at traffic
lights, environmental awareness, St. Patrick's

Cross culture & Maslows

Need Hierarchy
Maslows need hierarchy: variability
across cultures

Physiological needs
Safety needs
Social needs
Esteem needs
Self-actualisation needs

FRAMEWORK FOR DETERMINING CCM

Mkt development;
condition, competition

Geographic area
, economic factors

TARGET MARKET

Type &
positioning

MARKET POSITION

NATURE OF PRODUCT

ENVIRONMENT

Orientation,
Delegation,
Control,
Local knowledge

COMPANY FACTORS

Degree of
Program
Standardization

Performance
Of market
Program