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    국마 3주강의안 (Ch04 문화I) (최종)

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    The document discusses the importance and origins of culture and its impact on international marketing. It defines culture and explains its key elements including values, rituals, symbols, beliefs, and thought processes. It also analyzes how these cultural elements influence consumer behavior and the design of marketing strategies.

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    국마 3주강의안 (Ch04 문화I) (최종)

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    임재영
    26 views36 pages
    The document discusses the importance and origins of culture and its impact on international marketing. It defines culture and explains its key elements including values, rituals, symbols, beliefs, and thought processes. It also analyzes how these cultural elements influence consumer behavior and the design of marketing strategies.

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    국마_3주강의안(Ch04_문화I)(최종)

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    The document discusses the importance and origins of culture and its impact on international marketing. It defines culture and explains its key elements including values, rituals, symbols, beliefs, and thought processes. It also analyzes how these cultural elements influence consumer behavior and the design of marketing strategies.

    Copyright:

    © All Rights Reserved
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    Download as pptx, pdf, or txt
    26 views36 pages

    국마 3주강의안 (Ch04 문화I) (최종)

    Uploaded by

    임재영
    The document discusses the importance and origins of culture and its impact on international marketing. It defines culture and explains its key elements including values, rituals, symbols, beliefs, and thought processes. It also analyzes how these cultural elements influence consumer behavior and the design of marketing strategies.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 36

    Chapter 4

    Cultural Dynamics in
    Assessing Global Markets
    Learning Objectives
    4-1 The importance of culture to an international
    marketer
    4-2 The origins of culture
    4-3 The elements of culture
    4-4 The impact of cultural borrowing
    4-5 The strategy of planned change and its
    consequences
    The Importance of Culture
    Culture is
    • Behaviors and values, the seen and unseen, that are
    learned, shared, and transmitted by a group of people
    • Relevant to the study of international marketing
    • The human-made part of human environment
    • Knowledge, beliefs, art, morals, laws, customs, and any other
    capabilities and habits
    Culture’s Pervasive Impact 1 of 3
    Culture and Birthrates
    • Gradual decline beginning in 1960s for many countries
    • Shift from agricultural to industrial to services economies
    • Government policies or use of birth control technology
    • Global change in values about family size

    1976 1988 2000 in the Singapore data


    (the Year of the Dragon)
    한국의 경우도 2010 년 백호 ( 白虎 ) 띠 어린이들이
    입학했던 2017 년 초등학교 입학생 수가 늘어났음 .

    1966 in the Japanese data


    (the Year of the Fire Horse)
    Culture’s Pervasive Impact 2 of 3
    Culture and Consumption
    Culture’s Pervasive Impact 3 of 3
    Consequences of Consumption
    Definitions and Origins of Culture 1 of 10
    Geert Hofstede: culture is “software of the mind”
    Edward Hall
    • Cultural differences are often invisible
    • Marketers who ignore them hurt companies and career

    Culture
    • Sum of values, rituals, symbols, beliefs, and thought
    processes that are learned and shared by a group of
    people, then transmitted from generation to generation
    • Resides in the individual’s mind
    • Large collective of people can be like-minded
    Figure 4.4 Origins, Elements, and Consequences of Culture
    Definitions and Origins of Culture 2 of 10
    Geography
    • Includes climate, topography, flora, fauna, microbiology
    • Impacts history, technology, economics, society
    • Professor of Physiology Jared Diamond

    • Innovations spread fastest East to West than North to South

    • Professor of Marketing Philip Parker

    • Geography has a strong influence on history, economics, and


    consumer behavior
    Definitions and Origins of Culture 3 of 10
    History
    • Specific historical events have great impact
    • The Wealth of Nations, Adam Smith (1776)
    • Impacted the Declaration of Independence, and thereby
    American’s values and institutions

    • Ripple effects of World War II


    • Germany’s mistrust of propaganda; unusual limitations on
    marketing practices

    • Post-war baby boom; affects consumption patterns around the


    world today
    Definitions and Origins of Culture 4 of 10
    The Political Economy
    • Four approaches to governance competed for world
    dominance for most of 20th century
    • Colonialism—casualty of WWII

    • Fascism—fell in 1945

    • Communism—crumbled in the 1990s

    • Democracy/Free enterprise
    Definitions and Origins of Culture 5 of 10
    Technology
    • Innovation impacts institutions and cultural values
    • The birth control pill perhaps most impactful
    • Changed traditional gender roles; more women in careers

    • Smaller families around world

    • Government and schools must address abstinence, condom


    distribution

    • Technology does not always solve all problems


    • U.S. has best healthcare technology but the highest cost and
    compromised outcomes
    Source: Michelle Andrews, “Health, The Cost of Care,” National Geographic Magazine, December 2009
    Figure 4.5 Comparison of Healthcare Systems

    . Oliver Uberti/National Geographic Stock.


    Definitions and Origins of Culture 6 of 10
    Social Institutions
    • Family, religion, school, the media, government,
    corporations
    • Impacts cultural interpretations
    • The positions of men and women in society
    • The role of family
    • Social classes
    • Group behavior
    • Age groups
    • Societal definitions of decency and civility
    Definitions and Origins of Culture 7 of 10
    Family
    • The impact of birth control
    • Putting off marriage
    • Single parenthood
    • What constitutes a family is changing
    • Same-sex marriage
    • Divorce
    • Changing ratios of males to females
    Definitions and Origins of Culture 8 of 10
    Religion
    • First social institution infants are exposed to outside
    the home
    • Affects value systems, habits, outlook on life, products
    bought
    ex) 매력적인 스튜어디스가 즐거워하는 승객들에게 샴페인을 날라
    주는 인쇄
    광고 , 샤넬의 코란에서 따온 시구를 수놓은 드레스
    Definitions and Origins of Culture 9 of 10
    School
    • Affects all aspects of culture
    • Literacy rates
    • Performance of education systems is a leading indicator of
    economic competitiveness

    The Media
    • Media time has replaced family time
    Schools

    © Cary Wolinsky/Trillium Studios


    In the United States, kids attend school 180 days per year; in China, they
    attend over 220 days—that’s six days a week. There’s a great thirst for the
    written word in China—here children read books rented from a street
    vendor.
    Definitions and Origins of Culture 10 of 10
    Government
    • Less influential
    • Governments try to influence the thinking and behavior of
    adults
    • Use of propaganda, laws to influence
    Corporations
    • Diffusion of innovation
    Elements of Culture 1 of 8
    Five elements
    • Values
    • Rituals
    • Symbols
    • Beliefs
    • Thought processes
    Impact product design, distribution, and promotion in
    international markets
    Elements of Culture 2 of 8
    Cultural Values
    • Hofstede’s four dimensions

    Individualism / Collectivism Index(IDV)


    the preference for behavior that promotes one’s self-interest
    index↑ → I, index↓ → C

    Power Distance Index(PDI)


    power inequality between superiors and subordinates within a social system
    index↑ → hierarchical

    Uncertainty Avoidance Index(UAI)

    tolerance of uncertainty and ambiguity among members of a society


    index↑ → security and rule following(risk-averse)
    Elements of Culture 3 of 8
    Cultural Values and Consumer Behavior
    • Can help predict consumer behavior patterns
    • Consumption of luxury goods

    • Consuming with immediate vs. long-term goals in mind

    • Word-of-mouth communications

    • Impulsive buying

    • The propensity to complain

    • Influence of perceptions of product creativity


    Elements of Culture 4 of 8
    Rituals
    • Patterns of behavior and interaction that are learned and
    repeated
    • Associated with major life events: marriage, funerals, graduation

    • Smaller rituals: dinner at restaurant, grooming, visit to store

    • Important function of culture


    • Coordinate everyday interactions and special occasions

    • Let people know what to expect


    Religious Rituals

    © Mahmoud Mahmoud/AFP/Getty Images


    Every Muslim is enjoined to make the hajj, or pilgrimage, to Mecca, once in
    his or her lifetime if physically able. Here, some 2 million faithful come from
    all over the world annually to participate in what is one of the largest ritual
    meetings on Earth.
    Elements of Culture 5 of 8
    Symbols
    • Anthropologist Edward T. Hall: culture is communication
    • Includes ability to accurately interpret symbols

    • Language itself thought of as important social institution


    • Linguistic distance, bilingualism, biculturalism
    기아차 K9: 기아차는 미국시장에 진출할때 다른 차종은 그대로 K3, K5, Soul, Sportage 등 한국
    시장과
    동일한 이름을 사용했지만 K9 만은 예외로 K900 이라는 네이밍을 사용함 .

    • Aesthetics considered symbols


    • Art, folklore, music, drama, dance, dress, cosmetics
    Elements of Culture 6 of 8
    Beliefs
    • Mainly stem from religious training, varies by culture

    • Relationship between superstition and religion unclear


    • Western aversion to the number 13

    • Japanese concern about the Year of the Fire Horse

    • The Chinese practice of Feng Shui

    • Important part of cultural fabric of a society

    • Influence all manners of behavior


    Religion and Business

    Images
    © Maxim Marmur/AP
    Russian Orthodox priests prepare to bless an assembly line at a Niva sport-utility plant
    near Moscow, part of a joint venture between General Motors and AvtoVaz. The Niva
    is the best-selling SUV in Russia, making a profit for GM.
    Elements of Culture 7 of 8
    Thought Processes
    • Ways of thinking vary across cultures
    • Impact snap judgments more than long deliberations

    • Deeply impact sensory perceptions, particularly aromas

    • The Geography of Thought, Richard Nisbett

    • Compares Eastern and Western ways of thinking

    • Confucius’s worthy picture indicative of perception differences


    Elements of Culture 8 of 8
    Cultural Sensitivity and Tolerance
    • Starting point for successful foreign marketing
    • Being attuned to nuances of a culture

    • Viewing it objectively, evaluating and appreciating it

    • Reduces conflict, improves communication, makes collaborative


    relationships successful

    • Must be carefully cultivated


    • Understand how own culture impacts view of other cultures

    • Just because a culture is different doesn’t mean it’s wrong


    Cultural Change 1 of 5
    The Paradox of Cultural Change
    • Culture is dynamic in nature
    • Culture is conservative and resists change

    Why do societies change?


    • Change can be thrust upon cultures
    • War, natural disasters

    • Result of society seeking ways to solve problems


    • Adjusting to environmental and historical changes
    Cultural Change 2 of 5
    Cultural Borrowing
    • Learn from other cultures to solve society’s problems
    • Once found, society judges whether it is acceptable solution

    • If approved, it is passed on and taught as groups’ cultural heritage

    • Although many elements may be borrowed, culture is still unique

    • Elements combined to become typical for society


    Cultural Change 3 of 5
    Similarities: An Illusion
    • Cultures can be distinct even with some commonalities
    • Common language, race, heritage do not guarantee similarities

    • Growing economic unification in Europe


    • The “European consumer”
    • Consider each country’s consumer behavior independently
    Cultural Change 4 of 5
    Resistance to Change
    • Consumers in different cultures display differing resistance
    • Qualities of innovations that are most readily accepted:
    • Hold greatest interest within the society
    • Are least disruptive to current values and behavior patterns

    • Important for international marketers to understand


    • Can’t wait a long time for acceptance of innovation
    • Must gain acceptance within limits of financial resources and
    projected profitability periods
    Changing Culture - Clothing

    © Joe McNally/Getty Images


    MTV meets Mom in Mumbai (formerly Bombay), India. Culture does change—
    dress and even names of major cities! Even so, a local resident tells us
    everyone still calls it Bombay despite the official alteration.
    Cultural Change 5 of 5
    Planned and Unplanned Cultural Change
    • Change becoming increasingly more planned
    • Strategies to bring about planned change
    • Cultural congruence
    • Determine which cultural factors conflict with innovation
    • Which factors contribute to resistance of its acceptance

    • Change the factors from obstacles to stimulants for change

    • Change spurred by marketers impacts host culture

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