1. Cultural and Social Forces3
Cultural and Social Forces

2. Learning Objectives
Define what culture is and demonstrate how various components of culture affect marketing.
Explain how different world religions affect marketing.
Describe how family structure can vary and explain its impact on marketing.
Illustrate ways in which the educational system of a country can affect marketers.
Differentiate between monochronic and polychronic cultures and explain the three temporal orientations.
List and describe Hofstede’s dimensions of culture.
Explain why language can be important in gaining true understanding of a culture.
Identify ways of adapting to cultural differences. 2

3. Chapter Overview Defining culture Religion The family Education
Attitudes toward time
The Hofstede measures of culture
Language and communication
Social Relationships
Overcoming the language barrier
Adapting to cultural differences 3

4. Culture Defined
Culture is the collective programming of the mind that distinguishes the members of one category of people from another.
--Geert Hofstede

5. Religion and Marketing
Western religions
Gift-giving and Christmas
December 25 or December 6?
Kosher in Israel
Elite chocolate targets the Orthodox
Buying matzo: tradition versus price? 5

6. Christmas as a Global Phenomenon
China
Bars charge $25 for entrance on Christmas Eve, hotels charge $180 for a Christmas function
Turkey
Children stand in line in shopping centers, waiting to sit on Santa’s lap and ask him for gifts
Stores sell Santa suits and statues 6

7. Marketing and Islam
An important cultural force in the Middle East, Asia, and Africa
Islam
Forbids interest
Encourages modest dress
Requires food to be halal 7

8. Marketing and Eastern Religions
Hinduism and Buddhism
Vegetarians
Shinto
Prayers open the first Starbucks abroad (Tokyo) 8

9. The Family Nuclear families Extended families Male-female roles
Household sizes down in U.S. and Europe
Extended families
More important in developing world
The importance of the Chinese clan
Male-female roles
House cleaning in Japan 9

10. Attitudes toward Time Monochronic versus polychronic
Cultures and temporal orientation
Work and leisure time

11. Hofstede Measures of Culture
Power distance
Individualism-collectivism
Masculinity-feminity
Uncertainty avoidance 11

12. Language and Communication
Forms of address
The context of language
Low-context cultures
High-context cultures
Body language
Showing emotions

13. Overcoming Language Barriers
Translating and translators
Translation problems
Which language to learn?

14. Dealing with Culture Shock
Be culturally prepared
Be aware of local communication complexities
Mix with host nationals
Be creative and experimental
Be culturally sensitive 14

15. Dealing with Culture Shock (cont)
Recognize complexities in host cultures
See yourself as a culture bearer
Be patient, understanding, and accepting of yourself and your hosts
Be realistic in your expectations
Accept the challenge of intercultural experiences 15