Case Analysis
Ensar67
chapter_3-cultural_and_social_forces.ppt3
Cultural and Social Forces
Learning Objectives
- 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.
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Chapter Overview
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
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Culture Defined
Culture is the collective programming of the mind that distinguishes the members of one category of people from another.
--Geert Hofstede
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Religion and Marketing
- Western religions
Gift-giving and Christmas
December 25 or December 6?
Kosher in Israel
Elite chocolate targets the Orthodox
Buying matzo: tradition versus price?
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Christmas as a Global Phenomenon
- China
Bars charge $25 for entrance on Christmas Eve, hotels charge $180 for a Christmas function
- Turkey
Children stand in line in shopping centers, waiting to sit on Santa’s lap and ask him for gifts
Stores sell Santa suits and statues
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Marketing and Islam
- An important cultural force in the Middle East, Asia, and Africa
- Islam
Forbids interest
Encourages modest dress
Requires food to be halal
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Marketing and Eastern Religions
- Hinduism and Buddhism
Vegetarians
- Shinto
Prayers open the first Starbucks abroad (Tokyo)
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The Family
- 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
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Attitudes toward Time
- Monochronic versus polychronic
- Cultures and temporal orientation
- Work and leisure time
Hofstede Measures of Culture
- Power distance
- Individualism-collectivism
- Masculinity-feminity
- Uncertainty avoidance
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Language and Communication
- Forms of address
- The context of language
Low-context cultures
High-context cultures
- Body language
- Showing emotions
Overcoming Language Barriers
- Translating and translators
- Translation problems
- Which language to learn?
Dealing with Culture Shock
- Be culturally prepared
- Be aware of local communication complexities
- Mix with host nationals
- Be creative and experimental
- Be culturally sensitive
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Dealing with Culture Shock (cont)
- 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
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