International marketing in culture: The influence of culture on marketing activities Seminar 4

In China it´s important to make points without winning argumets: criticism, even if asked for, can couse a host to lose face. In Germany it´s considered discourteous to use first names unless specifically invited to do so. In Brazil To do not be offended by the Brazilian inclination to touch during conversation. Such a custom is not a violation of your personal space but rather the Brazilian way of greeting, emphasizing a point or making a gesture of goodwill and friendship. Seminar 4

Elements of Culture 1. Geert Hofstede Cultural Dimensions Individualism/ Collectivism Index: refers to the preference for behavior that promotes one´s self- interest. It´s a relation to social groups, in which are people its members. Individualism cultures: reflect an „I“ mentality and tend to reward and accept individual initiative. It partains to societies in which the ties between individuals are loose. Everyone is expected to look after himself or herself and his or her immediate family. Collectivism cultures: reflect a „We“ mentality and generally subjugate the individual to the group. It´s opposite, pertains to societies in which people from birth onward are integrated into strong, cohesive groups. Central and East Europe countries Seminar 4

Power distance Index(The authority): measures the tolerance of social inequality, that is power inequality between superiors and subordinates within a social system. High PDI: scores tend to be hierarchical, with members citing social role, manipulation and inheritance as sources of power and social status. People scores are more apt to have a general distrust of others because power is seen to rest with individuals and is coercive rather than legitimate. Tend to indicate a perception of differences between superior and subordinate and belief that those who hold power are entitled to privileges. Low PDI: tend to value equality and cite knowledge and respect as sources of power. Reflects more egalitarian views. Central and East Europe countries Seminar 4

Uncertainty Avoidance Index (The risk): measures the tolerance of uncertainty and ambiguity among members of a society. High UAI: are highly intolerant of ambiguity and as a result tend to be distrustful of new ideas or behaviors. They tend to have a high level of anxiety and stress and a concern with security and rule following. With very high UAI thus accord a high level of athority to rules as a means of avoiding risk. Low UAI: are associated with a low level of anxiety and stress, a tolerance of deviance and dissent and a willingness to take risks. Take a more empirical approach to understanding and knowledge. Central and East Europe countries Seminar 4

Masculinization/ Feminism: the degree of man´s and woman´s characteristic. High Masculinization: refers to the distribution of roles between the genders which is another fundamental issue for any society to which a range of solutions are found. in the masculine countries they are somewhat assertive and competitive, but not as much as the men, so that these countries show a gap between men's values and women's values. High Feminism: women's values differ less among societies than men's values. The women in feminine countries have the same modest, caring values as the men. Central and East Europe countries Seminar 4

Comparison some of Hofstede´s countries Country PDI IDV MAS UAI Slovakia 104 52 110 51 Spain 57 42 86 Austria 11 55 79 70 Russia 93 39 36 95 Japan 54 46 92 Poland 68 60 64 Finnland 33 63 26 59 Switzerland 34 58 Canada 80 48 http://www.geert-hofstede.com/hofstede_dimensions.php?culture1=79&culture2=7#compare Seminar 4

Elements of Culture 2. Moel elements Organization Systematic: The basic organization elements are the functions, which are co-ordinated by logical relations. These relations between people are determined by the functions, which are done. Organic: The functions are changed by relations. It´s based on personal relation and on corporate hierarchy and on functional system. Leading style Individual: The person is convinced of idea, that the people are equal and than the clevest or most competent decides all about. Group: The people are different and all of them have right to possibilities, that his suggestion could be accepted and have right to influence the stuff, which are importatn for him. Seminar 4

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SPAIN Seminar 4 The shaking hands is friendly and hearthy ( if it´s possible, the man pats somebody on the back or on the shoulder, The typical embrance is called: „ambrazo“ The eye contact is very important, but women should beware of more – a coquetry, The Spanishes believe in „old-fashioned“ corporate behavior- to keep severe conservative and religion values The hands in the pocket means, that the oldet inhibitants consider it like the doltishness or vulgarity, The Spanish don´t like the yawn adn pulping in public, In restaurant or on party, the men wait on moment, when all of women sit down and than the men sit down too, By toast say „ Čin Čin“. Don´t start to eat, if evebody don´t sit down after sitting say „ Buen provencho“ SPAIN Seminar 4

ITALY The Italian have „most heartfelt“ relation to physical touches- they like to kiss, the men like to embrance each other. The most known Italian motion is „shrug with raised palms“, that means - I DON´T KNOW, To chirr or to touch the jaw represents „restlessness“. Taboo theme: policy, clergy, mafia, family (can talk only positiv about...) Be on timer- nooo Seminar 4