Marketing exam paper
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CULTURE1.ppt
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Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall
Culture?
Dr L Spiteri Cornish
OBJECTIVE: It is important to understand that culture is like a society’s personality and it shapes our identities as individuals
Culture includes both abstract ideas, such as values and ethics, and material objects and services, such as the automobiles, clothing, food, art, and sports a society produces. Put another way, it’s the accumulation of shared meanings, rituals, norms, and traditions among the members of an organization or society.
We simply can’t understand consumption unless we consider its cultural context: Culture is the “lens” through which people view products.
Our culture determines the overall priorities we attach to different activities and products, and it also helps to decide whether specific products will make it. A product that provides benefits to members of a culture at any point in time has a much better chance to achieve marketplace acceptance.
Last Lecture…
We discussed :
- That self-concept strongly influences consumer behavior.
- That products often play a pivotal role in defining the self-concept.
- The role of self-esteem in buying behavior
- The difference between real and actual self and the role of products in bridging this gap
- The role of extended self in our buying decisions
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Lecture Objectives
After this lecture, you should understand that
- A culture is a society’s personality; it shapes our identities as individuals.
- Myths are stories that express a culture’s values, and in modern times marketing messages convey these values.
- Rituals play an important part in our lives and marketers adopt them as part of their targeting strategies.
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What is Culture?
Characteristics of Culture
- Culture is learned
- Culture is unconscious
- Culture is Symbolic
- Culture is a way of life
- Culture is Dynamic
“Everything that people have, think, and do as members of a society” (Ferraro, 2005)
Schiffman, L. G. and Wisenblit, J. (2014) Consumer Behaviour. Prentice Hall: London
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- Values
- Norms
- Ideas/Beliefs
- Attitudes
- Symbols
- Traditions
- Artifacts
Dimensions of Culture
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Defining Culture
- The accumulation of shared meanings, rituals, norms, and traditions among members
- Defines a human community, its individuals, its social organizations, its economic and political system.
- Includes both abstract ideas, such as values and ethics, as well as the material objects and services, such as cars, clothing, food, art and sports.
- Individual consumers and groups of consumers are but part of culture, and culture is the overall system within which other systems are organized.”
Solomon, M., Bamossy, G., Askegaard, S & Hogg, K. (2013) Consumer behaviour: a European perspective, Pearson: London.
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What do these products say about today’s culture?
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Studying Culture in CB
- Culture is the lens through which consumers view products and try to make sense of their own and other people’s behaviour.
- Consumption choices cannot be understood without considering the cultural context in which they are made.
- Culture determines
- the overall priorities that a consumer attaches to different activities and products.
- the success or failure of specific products and services.
The material evidence of what a cultures does
What its people value
What attitudes prevail, how they conduct their lives
Usually embody the ideas and traditions of a society
Cultural Artifacts
De Mooij, M. and Hofstede, G. (2011) Cross-Cultural Consumer Behavior: A Review of Research Findings Journal of International Consumer Marketing, 23, pp. 181–192, 2011 Copyright �
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Understanding Culture
Norms: rules dictating what is right or wrong
- Enacted norms: explicitly decided on (e.g., green light equals “go”)
- Crescive norms: Embedded into a culture and only discovered through interaction with other members of that culture:
- Customs: norms handed down from the past that control basic behavior (e.g. household roles or special ceremonies)
- Mores: custom with a strong moral overtone (e.g. incest; sexuality)
- Conventions: norms regarding the conduct of everyday life (e.g. correct way to host a dinner party).
Solomon, M., Bamossy, G., Askegaard, S & Hogg, K. (2013) Consumer behaviour: a European perspective, Pearson: London.
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- Culture is the lens through which people view products as well as companies and brands!
- Culture channels consumer values, attitudes, motives and goal directed behavior, as well as their personalities.
- Culture influences the overall priorities consumers attach to different activities and products
- Consumption choices cannot be understood without considering the cultural context in which they are made
- Determines the success or failure of specific products or services
- Determines the success or failure of marketing communications
Why should Marketers Understand Culture?
Luna, D. and Forquer Gupta, S. (2001) "An integrative framework for cross‐cultural consumer behavior",International Marketing Review, Vol. 18 Iss: 1, pp.45 - 69
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Culture & Marketing
Colgate's Cue toothpaste had problems in France as cue is a crude term for "butt" in France.
Parker pen mistook embarazar (to impregnate) to mean to embarrass and ran an ad in Mexico stating "It won't leak in your pocket and make you pregnant”.
Ikea removed women from its catalogue in Saudi Arabia which was met by worldwide protests and complaints.
American Airlines introduced its new leather first-class seats in Mexico by saying "Fly in leather" which literally translates to "fly naked“.
Many companies have had to learn that white is the colour of mourning in the Far East while it means purity in many Western countries and change their packaging and advertising accordingly.
- Chevrolet Nova didn't do well in Spanish speaking countries ...Nova means 'No Go'
- In Brazil the Ford Pinto flopped because Pinto was Brazilian slang for "tiny male genitals." Ford pried all the nameplates off and substituted Corcel, which means horse.
- Bacardi concocted a fruity drink with the name 'Pavian' to suggest French chic ... but 'Pavian' means 'baboon' in German.
- A peanut-packed chocolate bar targeted at Japanese teenagers needing energy while cramming for exams ran into a belief that eating peanuts and chocolate causes nosebleeds.
- Coors slogan, "Turn it Loose," translated into Spanish as "Suffer From Diarrhea."
- Jolly Green Giant translated into Arabic means "Intimidating Green Ogre."
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- Puffs tissues had a bad name in Germany since "Puff" is a colloquial term for whorehouse.
- Chicken magnate Frank Perdue’s slogan "It takes a tough man to make a tender chicken, “translated into Spanish came out as "It takes a sexually stimulated man to make a chicken affectionate."
- In Italy, a campaign for Schweppes Tonic Water translated the name into"Schweppes Toilet Water."
- Beta Systems of Germany prefaced all its software products in North America with the word Beta, which in the Software business is pre-release testing phase of the product meaning it’s not ready for general use.
- Japan's 2nd-largest tourist agency, the Kinki Nippon Tourist Co., changed its name after it began receiving requests for unusual sex tours when it entered English-speaking markets.
- Scandinavian vacuum manufacturer Electrolux used the following in an American campaign, "Nothing sucks like an Electrolux".
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Hofstede’s 4 Dimensions of Culture
Power
Distance
Uncertainty
Avoidance
Masculine
versus
Feminine
Individualism
versus
Collectivism
Way members perceive differences in power when they form interpersonal relationships
Degree to which people feel threatened by ambiguous situations
Degree to which sex roles are clearly delineated
Extent to which culture values the welfare of the individual versus that of the group
Discussion of Theory
Study based on IBM: 64 national subsidiaries, 116,000 workers (not just managers), three world regions
Reports averages; does not describe exact individual situations
IBM values may overwhelm national values
Privileged group
Researcher bias? Western stereotypes and culturally biased conclusions?
Many recent studies validate Hofstede’s dimensions
De Mooij, M. and Hofstede, G. (2011) Cross-Cultural Consumer Behavior: A Review of Research Findings Journal of International Consumer Marketing, 23, pp. 181–192, 2011 Copyright �
MYTHS AND RITUALS
A Myth is a Story Containing Symbolic Elements That Express the Shared Emotions and Ideals Of a Culture.
Mythic Characters and symbols are often used in advertising
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Myths
- Myth: a story containing symbolic elements that represent the shared emotions/ideals of a culture
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Myths in Modern Popular Culture
- Myths are often found in comic books, movies, holidays, and commercials
- Consumer fairy tales: Disney weddings
- Monomyths: a myth that is common to many cultures (e.g. superhero). Many present characters and plot structures that follow mythic patterns
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- Victory
- Liberation
- The raising of the flag
- Good guys coming making the world safe for democracy
- Conquering repressive evil
- America coming together and struggling against insurmountable odds
- Freedom to buy
- Freedom to choose the clothes that free them from the "trends" of the masses
- Freedom is a style, not a struggle
- Is this what Freedom has Bought?
Symbol
Myth &
Advertising
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Rituals
- Rituals are sets of multiple, symbolic behaviors that occur in a fixed sequence and that tend to be repeated periodically
- Grooming
- Gift-giving
- Holiday
- Rites of passage
Solomon, M., Bamossy, G., Askegaard, S & Hogg, K. (2013) Consumer behaviour: a European perspective, Pearson: London.
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When you hear the word, ritual, you may think of something formal and serious like the ritual of taking communion at church. In reality, consumers have many ritualistic activities. Having Sunday brunch, going daily to Starbucks, and tailgating before football games are all examples of commonplace rituals.
Rituals
Businesses supply ritual artifacts (items needed to perform rituals) to consumers
- Wedding rice, birthday candles, diplomas, online gift registries
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Grooming Rituals
- All consumers have private grooming rituals
- Aid transition from private to public self (or back again)
- Inspires confidence, cleanses body of dirt
- Before-and-after phenomenon
- Private/public and work/leisure personal rituals
- Beauty rituals reflect transformation from natural state to social world or vice versa
Solomon, M., Bamossy, G., Askegaard, S & Hogg, K. (2013) Consumer behaviour: a European perspective, Pearson: London.
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Gift-Giving Rituals
- Gift-giving ritual: consumers procure the perfect object, meticulously remove price tag, carefully wrap it, then deliver it to recipient
- Gift giving is a form of:
- Economic exchange
- Symbolic exchange
- Social expression
- Every culture prescribes certain occasions and ceremonies for giving gifts
Schiffman, L. G. and Wisenblit, J. (2014) Consumer Behaviour. Prentice Hall: London
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Gift-giving stages
Gestation: procures an item to mark some event
Reformulation: giver and receiver redefine the bond between them
Presentation: process of gift exchange
Schiffman, L. G. and Wisenblit, J. (2014) Consumer Behaviour. Prentice Hall: London
The gift-giving ritual proceeds in three distinct stages:
During gestation the giver procures an item to mark some event. This event may be either structural (i.e., prescribed by the culture, as when people buy Christmas presents) or emergent (i.e., the decision is more personal and idiosyncratic).
The second stage is presentation, or the process of gift exchange. The recipient responds to the gift (either appropriately or not), and the donor evaluates this response.
In the reformulation stage the giver and receiver redefine the bond between them (either looser or tighter) to reflect their new relationship after the exchange. Negativity can arise if the recipient feels the gift is inappropriate or of inferior quality. For example, the hapless husband who gives his wife a vacuum cleaner as an anniversary present. The donor may feel the response to the gift was inadequate or insincere or a violation of the reciprocity norm, which obliges people to return the gesture of a gift with one of equal value.
Holiday Rituals- Use ritual artifacts and scripts.
On holidays, we step back from our everyday lives and perform ritualistic behaviors unique to those occasions.
These special events require tons of ritual artifacts and scripts. The Thanksgiving holiday script includes serving foods such as turkey and cranberry sauce that many of us consume only on that day, complaining about how much we’ve eaten (yet rising to the occasion to find room for dessert), and (for many) a postmeal trip to the couch for the obligatory football game.
Holiday Rituals
Consumers perform rituals unique to those occasions (Christmas; Halloween; Easter)
- Marketers find ways to encourage gift giving
- Businesses invent new occasions to capitalize on need for cards/ritual artifacts
- Secretaries’ Day and Grandparents’ Day
- Retailers elevate minor holidays to major ones to provide merchandising opportunities
- Valentine’s Day
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To do…
- Read chapter on “Culture”
- Read the following paper:
- Craig and Douglas (2006) “Beyond national culture: implications of cultural dynamics for consumer research”, International Marketing Review, 23(3), p. 322-342
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OBJECTIVE: It is important to understand that culture is like a society’s personality and it shapes our identities as individuals
Culture includes both abstract ideas, such as values and ethics, and material objects and services, such as the automobiles, clothing, food, art, and sports a society produces. Put another way, it’s the accumulation of shared meanings, rituals, norms, and traditions among the members of an organization or society.
We simply can’t understand consumption unless we consider its cultural context: Culture is the “lens” through which people view products.
Our culture determines the overall priorities we attach to different activities and products, and it also helps to decide whether specific products will make it. A product that provides benefits to members of a culture at any point in time has a much better chance to achieve marketplace acceptance.
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When you hear the word, ritual, you may think of something formal and serious like the ritual of taking communion at church. In reality, consumers have many ritualistic activities. Having Sunday brunch, going daily to Starbucks, and tailgating before football games are all examples of commonplace rituals.
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The gift-giving ritual proceeds in three distinct stages:
During gestation the giver procures an item to mark some event. This event may be either structural (i.e., prescribed by the culture, as when people buy Christmas presents) or emergent (i.e., the decision is more personal and idiosyncratic).
The second stage is presentation, or the process of gift exchange. The recipient responds to the gift (either appropriately or not), and the donor evaluates this response.
In the reformulation stage the giver and receiver redefine the bond between them (either looser or tighter) to reflect their new relationship after the exchange. Negativity can arise if the recipient feels the gift is inappropriate or of inferior quality. For example, the hapless husband who gives his wife a vacuum cleaner as an anniversary present. The donor may feel the response to the gift was inadequate or insincere or a violation of the reciprocity norm, which obliges people to return the gesture of a gift with one of equal value.
On holidays, we step back from our everyday lives and perform ritualistic behaviors unique to those occasions.
These special events require tons of ritual artifacts and scripts. The Thanksgiving holiday script includes serving foods such as turkey and cranberry sauce that many of us consume only on that day, complaining about how much we’ve eaten (yet rising to the occasion to find room for dessert), and (for many) a postmeal trip to the couch for the obligatory football game.
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