CHAPTER 12
Slide 1: Cultural & Cross-Cultural
Influences
Slide 2: What is Culture?
 As the broadest aspect of the macro
social environment, culture has a
persuasive influence on consumers.
Slide 3: Content of Culture
 The content of culture includes the
beliefs, attitudes, goals, and values
held by most people in a society, as
well as the meanings of
characteristic behaviors, rules,
customs, and norms that most people
follow.
Slide 4: Measuring the content of culture
-Marketers have used many procedures to
measure cultural content, including content
analysis, ethnographic fieldwork, and
measures of values.
 Content Analysis
-The content of culture can often be read
from the material objects produced by the
social group.
 Ethnographic Fieldwork
-Marketers also use ethnographic methods
(adapted from anthropology) to study
culture.
 Measures Value
-Marketers also use procedures to
directly measure the dominant cultural
values in a society.
Slide 5: A model of the cultural process
Slide 6: Types of Cultural process
 Moving cultural meanings into
products
 Cultural meanings product
 Moving cultural meanings from
products into consumers
Slide 7: Five Common Types of Rituals in
Cultural Process
 Acquisition Rituals
 Possession Rituals
 Exchange Rituals
 Grooming Rituals
 Divestment Rituals
Slide 8: Cultural meanings in consumers
Slide 9: Moving meanings to the cultural
environment
Slide 10: Managing Cultural Meaning
Slide 11: Using celebrity endorser in
Ads
Form of advertising which uses
a celebrity to promote a product and
brand.
4 types of celebrity endorsement:
-advertising
-branding
-product design
-placement

Slide 15: Developing International

Slide 12: Helping consumer obtain
cultural meaning
Marketers can devise rituals that help
transfer important cultural meaning from
products to the customers.
Slide13: Cross Cultural Differences
Marketers must consider cross cultural
differences when developing marketing
strategy for foreign markets.
Marketing Strategies
Cross Cultural difference provide difficult
challenges for international marketers.
Slide 20: Developing International
Marketing Strategies
 Adapting Strategy to Culture
 Standardizing Strategy Across
Culture
 Changing the Culture

Slide 14: Cross Cultural Differences

 Difference in consumption culture
 Self-concept
 Similar cross-cultural changes
 Materialism