MKTG 371 CULTURE Lars Perner, Instructor 1 CULTURE zWhat is culture? zCulture and subculture zHow...

MKTG 371 CULTURE Lars Perner, Instructor 1

CULTUREWhat is culture?Culture and subcultureHow does culture

manifest itself?How does it impact

marketing tasks?

NOT a universalpractice!


Definitions

Culture: “That complex whole which includes knowledge, belief, art, morals, custom, and any other capabilities and habits acquired by man as a member of society.”

Alternative definition: “Meanings that are shared by most people in a group” [at least to some extent]. (Adapted from Peter andOlson, 1994)


More Cultural Lessons...

Cologne ad featuring a man “attacked” by women failed in Africa

Food demonstration did well in Chinese stores but not in Korean ones--older women were insulted by being “taught” by younger representatives

Pauses in negotiationsLevel of formality


Cultural Lessons

Diet Coke is named Light Coke in Japan--dieting was not well regarded

Red circle trademark was unpopular in Asia due to its resemblance of Japanese flag

Packaging of products is more important in some countries than in U.S.

Advertisement featuring man and dog failed in Africa--dogs were not seem as man’s best friend


Impact of Culture

CulturalValues

Sanctions—penalties

for violating social norms

Norms—ranges of appropriate

behavior

ConsumptionPatterns

Text, p. 43


The Whole vs. Parts


Hofstede’s Cultural Dimensions

Individualism (vs. collectivism)

Power distanceMasculine vs. feminineStrong vs. weak

uncertainty avoidanceShort vs. long term

orientation

Based on interviews withIBM executives throughoutthe World--1980s


Some Other Dimensions

Affectivity vs. affect neutrality—extent to which emotion is expected to be shown

Universalism vs. particularismAscription (identity) vs.

achievement (accomplishments)Specificity (task orientation) vs.

diffuseness (relationship maintenance)


Characteristics of Culture

ComprehensiveAcquired (learned)Manifested in boundaries of

acceptable thought and behavior--norms and sanctions

Conscious awareness limited (frequently taken for granted)

Dynamic vs. static


A Comprehensive List of Cultural Value Dimensions

Other-oriented values Individual vs. collective

(Hofstede) Youth vs. age Extended vs. limited

family Gender roles/power Competitive vs.

cooperative Diversity vs. uniformity

Environment-oriented values Cleanliness Performance/status

(Hofstede’s Power Distance)

Tradition vs. change Risk taking vs. security Problem

solving/fatalistic Nature


More Value Dimensions

Self-oriented Active vs. passive Sensual gratification/

abstinence Material vs. non-

materialInstrumentalTerminal

Hard work vs. leisure Religious vs. secular


Language: Be Careful!

All Latin Americans (except Brazilians) speak Spanish--don’t they?

Slang--e.g., “Daughter hanged for crimes in youth...”

EuphemismsNon-verbal

communication--what do gestures and tone imply!

Is this guyplaying real“football?”


Geography--Surprisingly Impactful

U.S. and most Western European areas are highly generally accessible

Compare to areas in the developing World: China Russia Latin America (even Mexico), Africa

Communication vs. shipping


Climate and Topography: The Case of Latin America

4,500 by 3,000 miles (at widest)48% forestsWest coast dominated by mountain ranges5% of land arableNatural barriers inhibiting growthLarge proportion of residents in cities;

people in rural areas often do not associate themselves with countries


China: Geography

Very rapid progress on Shanghai infrastructure

Rural villages are difficult to access

Strong regional differences even within the country


High vs. Low Context Languages

How precisely does language delineate what is being said?

Language information conveyors: Subjects, objects, tense, gender, singularity

Language richness (words with meanings of different shades)

Low Highcontext context

GermanLatin Great languages

for puns! ------- Spanish ------- ------- French --------

English Japanese Chinese


Ambiguity: An Example

Hai--meanings: Yes, I agree Yes, I hear what

you are saying (I hear you are

saying something)


Chinese Language Examples

No “-ness” suffix to describe abstract attributes (e.g., “coolness, gentleness”)

No word for “size”—use “big-small” of feet for shoe size

No “whiteness” “white of swan”


Some Issues in Culture

Time monochronic vs.

polychronic meanings

Personal space preferred distance territoriality interaction

with/ignoring people in close proximity

Symbols colors historical

associations

Friendship and acquaintance

AgreementsEtiquette


Eastern vs. Western Culture

Differences in Values Perceptions of

ObjectsReality

• Stability vs. change

• Control

Perceived roles


Some TendenciesIssue Western Culture Eastern Culture

Focus of attention Objects Environment

Composition of the World

Objects Substances

Controllability of environment

More perceived control

Less perceived control

Perceived stability More stable More change

Organization of the world

Categories Relationships

Reasoning Formal logic Less use of formal logic

Resolution of disagreement

Dialectic “Middle way”

Source: Richard E. Nisbett, The Geography of Thought: How Asians and Westeners Think Differently … and Why, New York, 2003, The Free Press


More Tendencies

Westeners tend to rate themselves More unique than average and what

they are “Above average” in ability

Easteners tend to rate themselves Less unique than they really are “Below average”


Parenting

Western Child given choices In play, parent asks questions about objects

Eastern Choices made for the child Child reared to stay with mother most of the time Parent asks questions about feelings Feelings in disciplinary talks

“The farmer feels bad that you did not eat everything…”“The toy is crying because you threw it.”


Proverbs

Western: “The early bird gets the worm”

Eastern: “The first bird in the flock gets shot” “A nail that stands out will be

hammered down.”


ValuesIssue Western

ValueEastern Value

Distinctiveness of people

Want to be distinctive Not valued; emphasis on tie to group

Perceived control Significant; values determine choices

Modest—societal values are already established

Emphasis Success and achievement; relationships may get in the way

Best outcome for relevant group (e.g., family, work group)

Self-esteem Strive to feel good; assurances wanted

Tied to belonging with group

Relationships Equality or superior position

Clearly defined; hierarchical

Rules Same rules apply to all

Depend on context and relationship

Source: Richard E. Nisbett, The Geography of Thought: How Asians and Westeners Think Differently … and Why, New York, 2003, The Free Press


Some implications

Thanking people—for things they are clearly supposed to do?

Why the need for a choice between 40 different brands of cereal?


Socialization

Western textbook: “See Dick run. See Dick play. See Dick run and play.”

Chinese: “Big brother takes care of little brother. Big brother loves little brother. Little brother loves big brother.”


Perception of People

Western: People have characteristics independent of the situation Fundamental attribution error: People

attribute their own behavior to the circumstances but that of others to innate characteristics.

Eastern: Person is connected; behavior is the result of specific roles played at the time


Contrasting Advertising Perspectives (Aithison 2002)

Western “Atomistic”—broken

down to smallest component parts

“Unique selling propositions”

“How to” Positioning May be “dull and

boring” “Copy focused”

Asian Holistic “Everything relates to

everything else” How things “fit

together” and “relate” Visual and oral

Jim Aitchison, How Asia Advertises, New York: Wiley, 2002.


Advertising Content Comparisons

American: Individual benefit and pleasure (e.g.,

“Make your way through the crowd)Korean

Collective values (e.g., “We have a way of bringing people together)


“Priming” and learning in a culture

U.S. professor in Hong Kong started letter apologizing for his unworthiness for the job

U.S. manager left room so that an employee could “snoop” on unfavorable report


Debate and Conflict

“The first person to raise his voice has lost the argument.” (Chinese proverb)

Use of indirection and projectionFace-to-face vs. anonymous commentsWestern adversarial “rule of law” based

on consistent universal ideals vs. solution for the case at hand in context


Relationships, Education, and Work

Western Standing out; being “better” Self perceived favorably Self-esteem building Work longer on successful job

Eastern Harmony Must “weed out” personal characteristics that might

annoy others Taught self-criticism Not recognized in profession until after many years of

practice Work longer on unsuccessful job


Some Writing Patterns

English Romance Judaic Asian

Straight to the point; conciseness valued; theme expressed

Detours are expected to maintain interest and politeness

“But that’s another story.”

Going in circles to avoid being perceived as overly assertive or causing loss of face.


Considerations in Approaching a Foreign Market

Level of cultural homogeneity vs. heterogeneity Relatively homogenous:

Japan, parts of China, Norway

Relatively heterogeneous: U.S., parts of Mexico

Needs fulfilled by product

Number of people who can afford the product

Values relevant to purchase and consumption of product

Distribution, political, and legal structures relevant to product

Communications opportunities

Ethical issues

MKTG 371 CULTURE Lars Perner, Instructor 1 CULTURE zWhat is culture? zCulture and subculture zHow...

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