Influence of culture on international Marketing

1. Influence of Culture on
International Marketing
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2. CULTURE
• Culture refers to “the human-made part of human environment—the sum total of knowledge, beliefs, art,
morals, laws, customs, and any other capabilities and habits acquired by humans as members of society”
• Culture –A society’s personality- defined as a continuously changing totality of learned and shared meanings,
rituals, norms and traditions among members of an organization or society.
ORGANIZATION CULTURE:
• The values and Assumption shared within Organizations.
CROSS CUTLTURAL RELATIONSHIP:
• Cross-cultural Relationship implies interaction of people from different cultures in an organization, community or country
who respect to the culture of each other.
SOURCE- SSRG International Journal of Economics and Management Studies - (ICRTCETM-2017) ‐ Special Issue – April 2017
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3. Visible and Invisible parts of Culture
Visible Daily Behaviour
• Body language
• Clothing
• Lifestyle
• Drinking and Eating Habits
Values and Social Morals
• Family roles
• Friendship patterns
Basic Cultural Assumptions
• National identity
• Ethnic culture
• Religion
• Language
• Religion
• Cultural Values
• Cultural Norms
• National/ Regional Character
ELEMENTS OF CULTURE
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4. Spoken/Written
(information gathering, understanding, access to local
society)
• Differences in the meanings of words in
different countries
• Dealing with multiple dialects
Nonverbal communication
• Proxemics
• Postures, Orientations
• Chronemics
• Haptics
• Kinesics
• Paralinguistic
• Appearances
LANGUAGE
Source-E.T. Hall,Beyond Culture,Anchor press,1976
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5. RELIGION AESTHETICS
• Red: –Associated with blood in many
countries but represents death in African
countries
• White: –Identified with purity in west, with
death in parts of Asia
• Grey: –Means inexpensive in Japan and
China, but high quality and expensive in the
United States
Protestant Religion – stresses hard work
and frugality
Judaism – stresses education and
development
Islam – focus on rules for social
interaction
Hinduism – encourages family
orientation and dictates strict dietary
constraints
Buddhism – stresses sufferance and
avoidance of worldly desires
• Asian countries: Chinese philosophy of
feng shui - important role in design,
corporate buildings
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6. CULTURAL VALUES
• Enduring beliefs about a specific mode of conduct
or desirable end-state
• Guide the selection or evaluation of behavior
• Enculturation
Process by which individuals learn the beliefs and
behaviors endorsed by one’s own culture
• Acculturation
Learning a new culture
• Assimilation
Maintenance of the new culture, and resistance to new
and one’s old culture
Imperatives
What an outsider must or must not do
Exclusives
What locals may do but an outsider cannot
Adiaphoras
What an outsider may or may not do
Norms are derived from values and
defined as rules that dictate what is
right or wrong, acceptable or
unacceptable
CULTURAL NORMS
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7. Sensuality and touch culture in Saudi Arabian versus
European advertising
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8. An example of different meanings of the same gesture.
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9. Monochronic/Polychronic Cultures
• do one thing at a time
• concentrate on the job
• take time commitments
seriously
• are committed to the job
• show respect for private
property; rarely borrow or
lend
• are accustomed to short-term
relationships
• do many things at once
• are highly distractible
• consider time commitments
casually
• are committed to people
• borrow and lend things often
• tend to build lifetime relationships
Monochronic People Polychronic People
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11. THANK YOU
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