03. cultural and social forces

THARAKA DIASMBA(USA), BBA(USA), Dip in Mgt, ACIM(UK), FAEA(Dip in AEA-UK),

FinstSMM(UK), CPM(Asia), MSLIM, PM(Sri-Lanka)

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Define what culture is and demonstrate how various components of culture affect marketing.

Explain how different world religions affect marketing. Describe how family structure can vary and explain its impact on

marketing. Illustrate ways in which the educational system of a country can

affect marketers. Differentiate between monochronic and polychronic cultures and

explain the three temporal orientations. List and describe Hofstede’s dimensions of culture. Explain why language can be important in gaining true

understanding of a culture. Identify ways of adapting to cultural differences.


Defining culture Religion The family Education Attitudes toward time The Hofstede measures of culture Language and communication Social Relationships Overcoming the language barrier Adapting to cultural differences


Culture is the collective programming of the mind that distinguishes the members of one category of people from another.

--Geert Hofstede


“Culture is the integrated sum total of learned behavioral traits that are shared by members of a society” (Hoebel)

“Culture is the entirety of societal knowledge, norms and values” (Antonides and Van Raaij)

“Culture is the collective mental programming of the people in an environment. Culture is not a characteristic of individuals; it encompasses a number of people who were conditioned by the same education and life experience” (Hofstede)

Culture both affects and describes human behavior, it is essential in international marketing and international

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Human nature depends on culture: ideas, values, acts, emotions… are cultural products. Cultural patterns help people to live together in a society.


ExpresioneExpresiones of cultures of culture


Rituals are the collective activities considered socially essential within a culture.

They are carried out for their own sake.

They are easily observed, but not always understood.


Values are at the core of culture.

Values are stable beliefs regarding desired behavior or end states.

They often have a religious, ideological or humanistic background.

Values are among the first things children learn, not consciously but implicitly.

Core values are resistant to globalization; they vary across cultures and are not likely to change frequently.


Norms and values are part of the “non-material” culture.

Norms are beliefs regarding how to behave and how not to behave (do’s and don’ts).

People differ in the extent to which they accept and comply with norms.

They create expectations and criteria regarding the conduct of others.


It shapes people’s outlooks, desires and motivations.

Affects: The consumer level and the employee level

Less literacy – Different communication options – More challenge


Nuclear families Household sizes down in U.S. and

Europe Extended families

More important in developing world The importance of the Chinese clan

Male-female roles House cleaning in Japan


Monochronic versus polychronic Cultures and temporal orientation Work and leisure time


Power distance Individualism-collectivism Masculinity-feminity Uncertainty avoidance


The extent which the less powerful of institutions and organizations within a country expect and accept the power is distributed equally.

Large power distance – Hierarchical order Small power distance – Equalization

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The extent to which a culture emphasizes the individual versus the group

Individualism – hard work/ enterprenurial risk taking = Invention and innovation

Collectivism – strong association to groups = collective goals


The extent to which a culture emphasizes personal achievement and materialism versus relationship and quality of life

Masculinity – achievement / Heroism/ Assertiveness/ Material rewards

Femininity – cooperation/ Modesty/ Caring for the weak/ Quality of life


The extent to which the members of a society feel uncomfortable with uncertainty and ambiguity

Strong uncertainty avoidance strong faith in rules and procedures systems Difficult to implement change Weak uncertainty avoidance Has relax attitude open to change & new ideas


The extent to which a society shows a pragmatic future orientated perspective rather than a conventional historic short term point of view

Characteristics people believe that truth depends on situation

and time Adapt traditions to changed conditions Strong propensity to save and invest Perseverance in achieving results


Hofstede’s 4D or 5D model

Quantitative and longitudinal study of cultural differences between countries

Why some concepts of motivation do not work in all countries in the same way

“Culture’s Consequences” and “Cultures and Organizations: Software of the Mind”

Scores for each country explain why people and organizations in various countries differ, comparative data.

•Reference in international business and international marketing


Forms of address The context of language ( the set of facts)

Low-context cultures High-context cultures

Body language Showing emotions


Translating and translators Translation problems Which language to learn?


Be culturally prepared Be aware of local communication

complexities Mix with host nationals Be creative and experimental Be culturally sensitive


Recognize complexities in host cultures See yourself as a culture bearer Be patient, understanding, and accepting

of yourself and your hosts Be realistic in your expectations Accept the challenge of intercultural

experiences


Culture is complex and multi-dimensional, but classification is important in business

Cultural distance is essential in international business

Culture influences perceptions and drives how we communicate and what we communicate

Ethnocentrism can explain the failure of many companies in the international arena

Acculturation (adjusting and adapting to a specific culture other than one’s own) is one of the keys to success in international operations


03. cultural and social forces

Marketing

aot dias

core of culture

core values

nonmaterial culture

various components of

values antonides

international marketing

cultural differences