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1. The importance of culture to an international marketer 2. The origins and elements of culture 3. The impact of cultural borrowing
Introduction Culture refers to the human-made part of human environment the sum total of knowledge, beliefs, art, morals, laws, customs, and any other capabilities and habits acquired by humans as members of society Importance of culture in international marketing A successful marketer must be a student of culture Culture is pervasive in all marketing activities in pricing, promotion, channels of distribution, product, packaging, and styling Understanding culture can determine success or failure in international marketing
Birthrates have implications for sellers of diapers, toys, schools, and colleges Consumption of different types of food influence is culture: Chocolate by Swiss, seafood by Japanese preference, beef by British, wines by France and Italy Even diseases are influenced by culture: stomach cancer in Japan, and lung cancer in Spain
4. Second, Philip Parker reports strong correlations between the latitude (climate) and the per capita GDP of countries
2. The military conflicts in the Middle East in 2003 bred new cola brands, Mecca Cola, Muslim Up, and Arab Cola
2. Jet aircraft, air conditioning, televisions, computers, and the internet have all influenced culture
3. Arguably the greatest impact is the birth pill that has allowed women to have careers and freed men to spend more time with kids
Origins of Culture: Social Institutions (3) School and education, and literacy rates affect culture and economic growth (4) Media (magazines, TV, the Internet) influences culture and behavior (5) Government policies influence the thinking and behaviors citizens of adult citizens, e.g., the French government offers new birth bonuses of $800 given to women as an incentive to increase family size (6) Corporations influence culture via the products they market, e.g., MTV
Elements of Culture
International marketers must design products, distribution systems, and promotional programs with due consideration to culture, which was defined as including five elements:
1. 2.
3.
4.
Symbols
Beliefs, and
5.
Thought processes
Elements of Culture: Rituals, and Symbols Rituals are patterns of behavior and interaction that are learned and repeated vary from country to country, e.g., extended lunch hours in Spain and Greece
Elements of Culture: Rituals, and Symbols In Canada, language has been the focus of political disputes including secession Differences in language vocabulary varies widely
Aesthetics as Symbols: the arts, folklore, music, drama, and dance of a culture influences marketing
Examples:
The western aversion to the number 13 or refusing to walk under a ladder Japanese concern about Year of the Fire Horse The Chinese practice of Feng Shui in designing buildings
Factual knowledge is usually obvious and must be learned, e.g., different meanings of colors, and different tastes; it deals with a facts about a culture
International marketers should appreciate how cultures change and accept or reject new ideas
How cultures change, e.g., war (changes in Japan after World War II) or by natural disaster
International marketers should be aware the extent to which cultures borrow ideas and learn from other cultures Helps in the marketing of products from one culture to a different culture
Resistance to Change
Although some cultures embrace change, others are resistant to it
Examples of cultures that resist change: Working women in Masculine societies like Saudi Arabia