5 pages country analysis

Chapter 5 - Cultural Influences on International Marketing

Culture – Society’s personality

Large societies usually also have sub-cultures within a broad culture.

Elements of Culture

I. Language - The vehicle used for communication.

1. Spoken/written language: Difficulties in terms of correct translation, which can become expensive. Dilemma in unified markets where multiple languages are used as to which language(s) to use.

2. Non-verbal communication: Not spoken or written. Includes body language, facial expressions, eye contact and even silence.

a. Proxemics: The physical space required to feel comfortable in the process of communication

b. Postures and orientations: Individuals' positioning relative to their counterpart.

c. Oculesics: The use/avoidance of eye contact during communication.

d. Chronemics: The timing of verbal exchanges in a conversation with others.

e. Haptics: The use of touch while conversing.

f. Kinesics: Movements of parts of the body to facilitate communication, such as gesturing.

g. Paralinguistics: Non-verbal aspects of speech, including emotional intonation, accents, and the quality of voice.

h. Appearances: One's physical attire and overall grooming.

i. Olfactions: Use of odors to convey messages, whether religious or personal.

Low-context versus High-context: High-low-context defines the extent to which a spoken statement conveys a full message.

II Religion - a society's relationship to the supernatural, determines dominant values and attitudes. Religious beliefs are important determinants of consumer behavior.

1. Religion and business days

2. Religion and gender roles - Differ from country to country.

3. Religion and gift giving

III. Cultural Values - Enduring beliefs about a specific mode of conduct or desirable end-state. They guide behavior. Because they guide individuals' actions, attitudes, and judgments, cultural values affect consumer product preferences and perception of products. Cultures are set apart by their value systems.

1. Enculturation: Learning values endorsed by your own culture

2. Acculturation: Learning and adapting to new values from another culture, without abandoning original culture

3. Assimilation: Learning and adapting to new values from another culture, and abandoning original culture

IV. Cultural Norms - Derived from values and are defined as rules that dictate what is right or wrong. To be successful in foreign markets, marketers must be able to adhere to the following cultural norms.

1. Imperatives refer to what one must or must not do in a certain culture.

2. Exclusives refer to activities that are appropriate only for locals and that a foreign individual is excluded from.

3. Adiaphoras refer to customs that a foreigner may engage in, but is not mandatory.

V. National/ Regional Character - Distinct set of behavior and personality characteristics particular to a country or a number of countries in a certain geographical region.

1. Time orientation: The manner in which tasks are approached relative to time. M-time is attributed to cultures where individuals usually do one thing at a time, sequentially. P-time is attributed to cultures where individuals perform multiple tasks at once.

2. Business hours, business days: Business hours & days differ from country to country.

3. Gift giving: Knowing what gifts are appropriate, along with the manner in which they should be presented. In some countries, bribing becomes necessary.

4. Socializing: The need for socialization as a prerequisite for a positive working relationship; the extent to which the content of conversations is appropriate for the event differs by country.

5. Gender roles: Women’s and men’s roles in society and role-related expectations are important when establishing business relationships.

6. Status concern and materialism: Individuals' concern with social status and with material possessions in certain societies helps determine appropriate marketing strategies.

7. Other cultural and behavioral differences: National and regional character differences also require companies to adapt marketing practices

Cultural Immersion & Marketing

Because cultures are undergoing continuous change, cultural training must involve an understanding that goes beyond the world of business. Get to know the local people, culture, food, holidays, etc first. To appeal effectively to a new market, marketers must be able to identify symbolic elements and cultural meanings that are important to the target market.

Self-Reference Criterion & Ethnocentrism

When dealing with other cultures, marketers must avoid the self-reference criterion - the unconscious reference to their own value systems. Marketers must also avoid ethnocentrism, a related belief that one’s own culture is superior to another and that strategies that used in the home country will work just as well abroad.

Consumer Ethnocentrism: The belief that purchasing foreign goods is wrong because it causes loss of local jobs and is unpatriotic.