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!
MKTG 371 CULTURE Lars Perner, Instructor 2
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)
MKTG 371 CULTURE Lars Perner, Instructor 3
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
MKTG 371 CULTURE Lars Perner, Instructor 4
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
MKTG 371 CULTURE Lars Perner, Instructor 5
Impact of Culture
CulturalValues
Sanctions—penalties
for violating social norms
Norms—ranges of appropriate
behavior
ConsumptionPatterns
Text, p. 43
MKTG 371 CULTURE Lars Perner, Instructor 7
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
MKTG 371 CULTURE Lars Perner, Instructor 8
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)
MKTG 371 CULTURE Lars Perner, Instructor 9
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
MKTG 371 CULTURE Lars Perner, Instructor 10
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
MKTG 371 CULTURE Lars Perner, Instructor 11
More Value Dimensions
Self-oriented Active vs. passive Sensual gratification/
abstinence Material vs. non-
materialInstrumentalTerminal
Hard work vs. leisure Religious vs. secular
MKTG 371 CULTURE Lars Perner, Instructor 12
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?”
MKTG 371 CULTURE Lars Perner, Instructor 13
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
MKTG 371 CULTURE Lars Perner, Instructor 14
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
MKTG 371 CULTURE Lars Perner, Instructor 15
China: Geography
Very rapid progress on Shanghai infrastructure
Rural villages are difficult to access
Strong regional differences even within the country
MKTG 371 CULTURE Lars Perner, Instructor 16
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
MKTG 371 CULTURE Lars Perner, Instructor 17
Ambiguity: An Example
Hai--meanings: Yes, I agree Yes, I hear what
you are saying (I hear you are
saying something)
MKTG 371 CULTURE Lars Perner, Instructor 18
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”
MKTG 371 CULTURE Lars Perner, Instructor 19
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
MKTG 371 CULTURE Lars Perner, Instructor 20
Eastern vs. Western Culture
Differences in Values Perceptions of
ObjectsReality
• Stability vs. change
• Control
Perceived roles
MKTG 371 CULTURE Lars Perner, Instructor 21
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
MKTG 371 CULTURE Lars Perner, Instructor 22
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”
MKTG 371 CULTURE Lars Perner, Instructor 23
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.”
MKTG 371 CULTURE Lars Perner, Instructor 24
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.”
MKTG 371 CULTURE Lars Perner, Instructor 25
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
MKTG 371 CULTURE Lars Perner, Instructor 26
Some implications
Thanking people—for things they are clearly supposed to do?
Why the need for a choice between 40 different brands of cereal?
MKTG 371 CULTURE Lars Perner, Instructor 27
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.”
MKTG 371 CULTURE Lars Perner, Instructor 28
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
MKTG 371 CULTURE Lars Perner, Instructor 29
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.
MKTG 371 CULTURE Lars Perner, Instructor 30
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)
MKTG 371 CULTURE Lars Perner, Instructor 31
“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
MKTG 371 CULTURE Lars Perner, Instructor 32
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
MKTG 371 CULTURE Lars Perner, Instructor 33
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
MKTG 371 CULTURE Lars Perner, Instructor 34
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.
MKTG 371 CULTURE Lars Perner, Instructor 35
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
Top Related