3 CHAPTER 2 The Concept of Culture Culture: The complex whole that includes knowledge, belief, art, law, morals, customs, and any other capabilities and habits acquired by humans as members of society Key issues: Comprehensive Acquired Boundaries Seldom Aware
4 CHAPTER 2 Values, Norms, and Sanctions
5 CHAPTER 2 Variations in Cultural Values Environment- oriented values Other- oriented values Self- oriented values Consumption Purchase Communications Society’s view of relationships between people Society’s view of relationships with environment Objectives/ approaches to life society finds desirable
6 CHAPTER 2 Other-oriented Values Individual/Collective: Membership Extended/Limited Family: Grandparents Adult/Child: US versus other Countries Masculine/Feminine: Rank, Prestige Competitive/Cooperative: Comparative Ads Youth/Age: Elders
9 CHAPTER 2 Consumer Insight 2-1 The coffee bar concept, coupled with high- quality, strongly flavored coffee, obviously transferred successfully from the Italian to the American culture. However, America has traditionally embraced coffee. Will Starbucks work in countries where tea is the dominant drink? What values will affect Starbucks’ success in China? What ethical issues should Starbucks consider as it enters developing countries?
10 CHAPTER 2 Language Issues…
11 CHAPTER 2 Factors Influencing Nonverbal Communication
12 CHAPTER 2 Nonverbal Factors Time Time perspective Meanings in the Use of Time Space Office Space Personal Space Symbols
13 CHAPTER 2 Nonverbal Factors (Survey Project) Friendship The concept of guanxi Agreements Things Etiquette
14 CHAPTER 2 The Meaning of Numbers, Colors, & Symbols
15 CHAPTER 2 Global Demographics Purchasing Power Parity Different Cultures are…Different! Knowing and Addressing is the Trick
16 CHAPTER 2 Approaching a Foreign Market Geographic area Are needs the same? Size of market? Are values consistent? Distribution, Politics, and Legal structures? How do we communicate? Are there any ethical implications?