Published on September 25, 2014
" In The Name of Allah, The Most Beneficent, The Most Merciful, The Most Kind. "
CULTURAL DYNAMICS IN ASSESSING GLOBAL MARKETS A Presentation By, Fahmeed Hanif To, Sir Faheem Ali.
OVERVIEW The importance of Culture to an International Marketer, Definition and Origins of Culture. The Elements of Culture. Cultural knowledge and Cultural change. View slide
CULTUR E ’ S P E RVA S I V E IMPACT Culture affects every part of our lives, every day, from birth to death, and everything in between. As countries move from agricultural to industrial to services economies’ birthrates decline. Consequences of consumption Culture not only affects consumption, it also affects production View slide
DEFINITIONS AND ORIGINS OF CULTURE Most traditional definitions of culture state that culture is the sum of the values, rituals, symbols, beliefs, and thought processes that are learned, shared by a group of people, and transmitted from generation to generation. Humans make adaptations to changing environments through innovation. Individuals learn culture from social institutions through: • Socialization (growing up) • Acculturation (adjusting to a new culture)
DEFINITIONS AND ORIGINS OF CULTURE Geography History Technology The political and economic systems • Three approaches to governance competed for world dominance: • Fascism • Communism • Democracy/Free Enterprise • Islamic Law
DEFINITIONS AND ORIGINS OF CULTURE Social institutions • Family • Favoritism of boys in some cultures • Religion • Misunderstanding of beliefs • School • No country has been successful economically with less than 50% literacy. • Corporations • Most innovations are introduced to societies by companies
DEFINITIONS AND ORIGINS OF CULTURE The media • Media time has replaced family time Government • Governments try to influence the thinking and behaviors of adult citizens. Cultural values • Individualism/Collectivism Index • Power Distance Index • Uncertainty Avoidance Index • Cultural Values and Consumer Behavior Rituals • Marriage • Funerals
ELEMENTS OF CULTURE Social Organization When a culture organizes its members into smaller groups What might some smaller groups be in a culture? • Families • Friends • Religious groups • Social classes • Occupation • Interest groups
ELEMENTS OF CULTURE Social Organization, cont. - family: the most important unit of social organization • Nuclear family- husband, wife, children • Extended family- several generations in one household - respect for elders is usually strong in extended fams. social classes: a way to rank people in order of status • What can social class be based on? • Money • Occupation • Education • Race • Etc.
ELEMENTS OF CULTURE Customs and Traditions • Rules of behavior (written and unwritten) Language • Important for communication and passing on traditions and beliefs Arts and Literature • Teach about a culture’s values • Promote cultural pride and unity • Could include technology and entertainment
ELEMENTS OF CULTURE Religion • Monotheism: belief in one god • Polytheism: belief in more than one god Major World Religions • Judaism, Christianity, Islam, Hinduism, Buddhism Forms of Government • People form governments to provide for their common needs ; Types • Democracy: people have supreme power • Republic: people choose leaders to represent them • Dictatorship: a ruler or group holds power by force
ELEMENTS OF CULTURE Economic Systems • Resources a community has • Four types 1. Traditional: people produce most of what they need to survive 2. Market: basic economic questions are answered by buying/selling goods and services 3. Command: government controls answers to economic questions 4. Mixed: individuals make some economic decisions, the government makes others
CULTURAL KNOWLEDGE Factual knowledge vs. interpretive knowledge • Has meaning as a straightforward fact about a culture but assumes additional significance when interpreted within the context of the culture. Cultural sensitivity and tolerance • Being attuned to the nuances of culture so that a new culture can be viewed objectively and appreciated. • Cultures are not right or wrong, better or worse, they are simply different. • The more exotic the situation, the more sensitive, tolerant, and flexible one needs to be.
CULTURAL CHANGE Cultural borrowing: • Effort to learn from other cultures for better solutions to a society’s particular problems. Similarities: an illusion • A common language does not guarantee a similar interpretation of word or phrases. Resistance to change: • Cultural growth does not occur without some resistance. • Resistance to genetically modified (GM) foods
Title: Cultural Dynamics in Assessing Global Markets Author: Wesley Thoene Last modified by: wthoene Created Date: 1/17/2005 8:54:56 PM Document ...
Cultural Dynamics in Assessing Global Markets International marketing requires constant concern for different cultures and therefore requires adaptation.
Cultural dynamics in assessing global markets by: Felipe Morato Zaira Pérz Cultural Values Elements of Culture Rituals Symbols Definitions and Origins of ...
Cultural Dynamics in Assessing Global Markets Chapter 4 Importance of Culture to International Marketing Efforts “Culture gets in the Way” eBay example ...
What you should learn from Chapter 4: LO 1: The importance of culture to an international marketer: LO 2: The origins of culture: LO 3: The elements of culture
... Cultural Dynamics in Assessing Global Markets. Teaching Objectives. Culture in this text is defined in an anthropological sense in that culture refers ...
Cultural dynamics in assessing global markets (Germany) Rituals The most famous festival is the Oktoberfest in Germany, is held in September and October.
origins of culture. The priority of needs and wants and the manner in which they are satisfied are functions of culture that eventually dictate styles of ...