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RAVENDRA YADAV ADITYA PRAKASH

Culture is a set of traditional belifs and values that are transmitted and shared in a given society. Culture is also the total way of life and thinking patterns that are passed from generation to generation. Culture means many things to many people because the concept encompasses norms, values, customs, art, and mores. Culture may be viewed as some total of man knowledge before morale custome and other capabilities and habits aquire by man as a member of society. A marketer willing to enter international market must study cultural background of foreign market.

FEATURES AND CHARACTERSTICS OF CULTURAL ENVIRONMENT 1. Culture Is Prescriptive 2. Culture Is Socially Share 3. Facilitate Communication 4. Culture Is Learn 5. Culture Is Enduring 6. Culture is Commulative 7. Culture Is Dynamic

behaviour considered acceptable in the society. 2. Culture Is Socially Share: Itmust be based on social interaction and creation. It can not exist by itself.It must be shared by member of society. 3. Facilitate Communication: Culture usually imposes common habits of thought and feelings among people. 4. Culture Is Learn: Culture is not inheritent generically - it must be learned and acquired. 5. Culture Is Subjective: People in different culture often have different ideas about the same object. 6. Culture Is Enduring: Culture is shared and passed along generation to generation, it is relatively stable and somewhat permanent.

7. Culture is Commulative: Culture is based on hundreds and thousands of years of accumulated circumstances. Each generation add something of its own to the culture before passing the heritage to the next generation. 8. Culture Is Dynamic: Culture is passed along from generation to generation, but one should not assume that culture is static and immune to change.

Consumption patterns, living styles, and the priority of needs are all dictated by culture. Culture prescribes the manner in which people satisfy their desires. Consumption habits vary greatly. Some Thai and Chinese do not consume beef at all, believing that it is improper to eat cattle that work on farms, thus helping to provide foods such as rice and vegetables. In Japan, the per capita annual consumption of beef has increased to eleven pounds, still a very smaal amount when compared to the more than 100 pounds consumed per capita in the US and Argentina. Culture also influences was should not purchase.

Thinking processes are also affected by culture whwn travelling overseas, it is virtually immpossible for a person to observe foreign culture. The SELF REFERENCE CRITERION (SRC) Because of the effect of SRC, the individuals tends to bound by his or her own culture assumption. Animal provide a good illustration of the impact of the SRC on thinking processes. Americans and Europeans commonly treat dogs as family member. Arabs, however, view dogs as filthy animals. Some in the Far East go so far as to cook and eat dogs - a consumption habit viewed as revolting and compared to cannibalism by Americans. Hindus, in contrast, revere cows and do not understand how Americans can eat beefespecially in large quantity.

A country may be classified as either a high context culture or a low context culture. North America and Northern Europe (e.g. Germany, Switzerland, and Scandinavian Countries) are examples of low-context culture. In these type of society, messages are explict and clear in the sence that actual words are used to convey main part of information in communication. The words and their meanings, being independent entities, can be separated from the context in which thwy occur. What is important, then, is what is said, not how it is said and not the environment, within which it is said.

Japan, France, Spain, Italy, Asia, Africa, and the Middle Eastern Arab Nations in contrast, are highercontext culture. In such cultures, the communication may be indirect and the expressive manner in which the message is delivered becomes critical. Because the verble part does not carry most of the information, much of the information is contained in the of nonverbal part of the message to the communicated.

cultural traits transcend national boundaries. For Example: People everywhere have a love for music and need for fun. Some of the cultural universals identifies Murdock are atheletic sports, bodily adornment, calender, cooking, coutship, dancing, education, food taboos. Because universality basic desires, some products can be marketed overseas with little modification. The need to have fun, for instance, makes a natural for people everywhere to accept video game. Likewise, Culture is not a barrier to computer software dealing with engineering and scientific applications that manipulate schematic drawings and numbers rather than words. The homogeneous desire for beauty and diamonds also makes it possible to promote diamonds in basically the same way world wide.

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