1. © 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Chapter 3 The Role of Culture

2. © 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Culture Defined Culture: It encompasses a wide variety of elements, from materialistic to the spiritual

3. © 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Culture Defined Acculturation: It is one of the keys to success in __________________

4. © 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Culture Defined High-context culture: Speaker and the listener rely on a common understanding of the context Low-context culture:

5. © 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Culture Defined It is important to understand the difference between the context cultures to avoid misunderstanding of messages and intentions

6. © 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Culture Defined Roles of a international manager The international business entity acts as a ___________ by introducing new products or ideas and practices

7. © 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Culture Defined The change agent leads to social change in:

8. © 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Culture Defined The international marketer may be accused of cultural imperialism Cultural imperialism: Global marketers and media have made national and regional artists to break into worldwide markets

9. © 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Elements of Culture Cultural universals: Elements included are:

10. © 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Elements of Culture The manifestation is unique which brings about cultural diversity

11. © 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Elements of Culture ________ is described as the mirror of culture and is multidimensional by nature: Language mastery is required and must go beyond technical competency

12. © 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Elements of Culture Language capability serves four roles in international marketing:

13. © 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Elements of Culture Local assistance is required when dealing with language problem Selecting the translation software is important when translation is required International marketers should translate _________ and not ________

14. © 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Elements of Culture Back-translation: Nonverbal language:

15. © 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Elements of Culture The five key topics that managers need to understand are: ________ defines the ideals for life, which are reflected in the values and attitudes of societies and individuals

16. © 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Elements of Culture Religion provides the basis for transcultural similarities under shared beliefs and behavior The major religions include: Christianity:

17. © 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Elements of Culture Islam: Hinduism:

18. © 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Elements of Culture Buddhism: Confucianism:

19. © 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Elements of Culture Values and attitudes: Values are Attitudes are Attitudes towards change:

20. © 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Elements of Culture Manners and customs: Cultural convergence: Understanding manners and customs is important in negotiations

21. © 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Elements of Culture Potential problem areas for marketers arise from insufficient:

22. © 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Elements of Culture Managers must be concerned with ________________________________ Concept tests determine ________________________________ Focus groups: In-depth studies:

23. © 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Elements of Culture Material culture results from technology It is directly related to the way a society organizes its economic activity It is manifested in the availability and adequacy of the following basic infrastructures:

24. © 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Elements of Culture Aesthetics Color is used as a mechanism for:

25. © 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Elements of Culture International firms have to take into consideration local tastes and concerns in designing their facilities

26. © 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Elements of Culture Education

27. © 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Elements of Culture Social institutions

28. © 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Elements of Culture Social stratification: Reference groups: Social organization determines the roles of managers and subordinates and the way they relate to one another

29. © 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Elements of Culture Sources of cultural knowledge Cultural: Factual: Experiential: Interpretive:

30. © 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Cultural Analysis Dimensions of culture are:

31. © 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Cultural Analysis Self-reference criterion: Recommendations to reduce the influence of one’s own cultural values:

32. © 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Cultural Analysis Ethnocentricism: It can be achieved by acknowledging and properly adjusting to its possible effects in managerial decision making

33. © 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. The Training Challenge To foster culture sensitivity and acceptance of new ways of doing things: The objective of training programs is to foster:

34. © 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. The Training Challenge Area studies: Cultural assimilator:

35. © 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. The Training Challenge Sensitivity training: Field experience:

36. © 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Making Culture Work for Marketing Success Embrace local culture Employ locals to gain cultural knowledge Adapt products and processes to local markets