Professional Documents
Culture Documents
Macroeconomics and Marketing
Macroeconomics and Marketing
Marketing
Across
Cultures
Chapter 1
The cultural process
Usunier and Lee, Marketing Across Cultures PowerPoints on the Web, 6th edition © Pearson Education Limited 2013
Slide 1.2
Course overview
Understanding the • The cultural process
cultural variable • Time and space
Chapters 1–4 • Interactions, mindsets and behaviour
Making global
• Global marketing strategy
marketing decisions
• Product
Chapters 8–14 • Price
• Distribution and sales
• Communications
Usunier and Lee, Marketing Across Cultures PowerPoints on the Web, 6th edition © Pearson Education Limited 2013
Slide 1.3
Cultural definitions
Culture is the link between individuals and societies:
Learned behaviour and results of behaviour shared and
transmitted by the members of a particular society. Linton,
1945
Usunier and Lee, Marketing Across Cultures PowerPoints on the Web, 6th edition © Pearson Education Limited 2013
Slide 1.4
Operational culture
Cultural frame: A set of Frame-switching
shared beliefs to help Assumes individuals
individuals decide the can choose the
unwritten rules as to ‘culture’ in which to
What is? interact at any given
moment or in a give
What can be?
situation.
How to feel?
Bi-nationals, multi-
What to do? linguals, national and
How to do it? sub-cultural (including
professional and
Goodenough (1971) corporate culture)
Usunier and Lee, Marketing Across Cultures PowerPoints on the Web, 6th edition © Pearson Education Limited 2013
Slide 1.5
Usunier and Lee, Marketing Across Cultures PowerPoints on the Web, 6th edition © Pearson Education Limited 2013
Slide 1.6
Social Norms
(‘do's and dont's’)
Values
(general concepts describing desired behaviours or purposes of life
that guide behaviours and evaluation of situations, and are ranked by
order of decreasing importance)
Mental states and cognitive processes
(perception, learning, memory, knowledge, affect…)
Myths, beliefs and basic assumptions
(about nature, other human beings, animals, power distribution,
uncertainty, life after life, activity, emotions, time, space…)
Implicit
Behaviours
Usunier and Lee, Marketing Across Cultures PowerPoints on the Web, 6th edition © Pearson Education Limited 2013
Slide 1.7
Malinowski (1944)
Usunier and Lee, Marketing Across Cultures PowerPoints on the Web, 6th edition © Pearson Education Limited 2013
Slide 1.8
Usunier and Lee, Marketing Across Cultures PowerPoints on the Web, 6th edition © Pearson Education Limited 2013
Slide 1.9
Usunier and Lee, Marketing Across Cultures PowerPoints on the Web, 6th edition © Pearson Education Limited 2013
Slide 1.10
3. Material productions
(inputs and outputs)
Transmit, reproduce, update and improve
knowledge and skills.
Primary material productions include:
Artistic (e.g. music, art)
Intellectual (e.g. books)
Physical (e.g. buildings, tools, products)
Service (e.g. education, media, banks).
Usunier and Lee, Marketing Across Cultures PowerPoints on the Web, 6th edition © Pearson Education Limited 2013
Slide 1.11
Usunier and Lee, Marketing Across Cultures PowerPoints on the Web, 6th edition © Pearson Education Limited 2013
Slide 1.12
Interpreting symbols
7 is bad luck in Kenya.
7 is good luck in the Czech Republic.
7 is magical in Benin and Africa.
10 is bad luck in Korea.
4 is related to death in Japan.
Red represents witchcraft and death in many
African countries, but is a positive in Denmark.
Avoid triangular shapes in Hong Kong, Korea
and Taiwan.
It is a negative shape.
SOURCE: Business America, July 12, 1993
Usunier and Lee, Marketing Across Cultures PowerPoints on the Web, 6th edition © Pearson Education Limited 2013
Slide 1.13
Sources of Culture
Usunier and Lee, Marketing Across Cultures PowerPoints on the Web, 6th edition © Pearson Education Limited 2013
Slide 1.14
Usunier and Lee, Marketing Across Cultures PowerPoints on the Web, 6th edition © Pearson Education Limited 2013
Slide 1.15
Functions of culture
Communication codes
Long-term survival
Synchronization of behaviours
explicit – implicit
‘Best way’ for doing or not doing things (‘pools
of knowledge’)
Identity (ingroups versus outgroups)
Vision of the world (Weltanschauung)
strongly related to deep-seated assumptions in
particular languages.
Usunier and Lee, Marketing Across Cultures PowerPoints on the Web, 6th edition © Pearson Education Limited 2013
Slide 1.16
Usunier and Lee, Marketing Across Cultures PowerPoints on the Web, 6th edition © Pearson Education Limited 2013
Slide 1.17
Usunier and Lee, Marketing Across Cultures PowerPoints on the Web, 6th edition © Pearson Education Limited 2013
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Usunier and Lee, Marketing Across Cultures PowerPoints on the Web, 6th edition © Pearson Education Limited 2013
Slide 1.19
More stereotypes
‘The Australia I know is, on the whole, happy, hard-working,
easy-going, kind, practical and ready for a laugh. But the one I
read about, or see in films, is usually racist, dull, cruel, shrunken
in spirit and grim’. Andrew Bolt – Journalist
In China, the website www.index-china.com describes Chinese
people as:
‘peaceful, hardworking and easily contented. They respect
elders, love children and are patient with their fellows.
Chinese in general are reserve and humble. They believe
in harmony and never look for confrontation’.
The Italians self-stereotype themselves as having great style.
The French as having elegance.
The Japanese as being hard workers.
The Spanish as being lovers of life.
http://www.convictcreations.com/research/australianstereotypes.html
Usunier and Lee, Marketing Across Cultures PowerPoints on the Web, 6th edition © Pearson Education Limited 2013
Slide 1.20
Usunier and Lee, Marketing Across Cultures PowerPoints on the Web, 6th edition © Pearson Education Limited 2013
Slide 1.21
Ethnocentrism Racism
Belief in superiority of own Believe some humans are
culture; tendency to see own inferior (intelligence, creative
culture as the centre, and ability, moral sense...)
measure others by it because of their race
Cultural hostility
Self-referencing Does not necessarily imply
Judge others according to our racism
own normative standards Cultural differences
Territorial conflicts
Economic competition
Usunier and Lee, Marketing Across Cultures PowerPoints on the Web, 6th edition © Pearson Education Limited 2013
Slide 1.22
Usunier and Lee, Marketing Across Cultures PowerPoints on the Web, 6th edition © Pearson Education Limited 2013
Slide 1.23
Management Orientations
• Ethnocentric Orientation
Usunier and Lee, Marketing Across Cultures PowerPoints on the Web, 6th edition © Pearson Education Limited 2013
Slide 1.24
Management Orientations
Polycentric Orientation
Each country is unique
Management Orientations
• Regiocentric Orientation
European Union
Usunier and Lee, Marketing Across Cultures PowerPoints on the Web, 6th edition © Pearson Education Limited 2013
Slide 1.26
Management Orientations
Geocentric Orientation
Entire world is a potential market
Strives for integrated global strategies
Also known as a global or transnational company
Retains an association with the headquarters country
Pursues serving world markets from a single country
or sources globally to focus on select country markets
Leads to a combination of extension and adaptation
elements
Usunier and Lee, Marketing Across Cultures PowerPoints on the Web, 6th edition © Pearson Education Limited 2013
Slide 1.27
Discussion questions
Usunier and Lee, Marketing Across Cultures PowerPoints on the Web, 6th edition © Pearson Education Limited 2013