Cultural Dynamics in Assessing Global

Markets

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Chapter Learning Objectives

• The importance of culture to an international marketer

• The origins and elements of culture• The impact of cultural borrowing• The strategy of planned change and its

consequences

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Birthrates (per 1000 women)

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Patterns of Consumption (annual per capita)

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Consequences of Consumption

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Origins, Elements, and Consequences of Culture

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Hofstede’s Indexes, Language, and Linguistic Distance

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Elements of Culture

• Cultural values- Individualism/Collectivism Index- Power Distance Index- Uncertainty Avoidance Index- Cultural Values and Consumer Behavior

• Rituals- Marriage- Funerals

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Elements of Culture (cont’d)

• Symbols- Language

• Linguistic distance- Aesthetics as Symbols

• Insensitivity to aesthetic values can offend, create a negative impression, and, in general, render marketing efforts ineffective or even damaging.

• Beliefs- To make light of superstitions in other cultures when doing business

there can be an expensive mistake.

• Thought processes- Difference in perception

• Focus vs. Big-Picture

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Metaphorical Journeys through 23 Nations

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Cultural Change and It’s Impact

MTV Meets Mom in Mumbai!