cultural environment with notes

CULTURAL ENVIRONMENT

Concepts & Tools

“N e i t h e r t h e

r i s k s o f

g e t t i n g i t

w r o n g , n o r t h e

r e w a r d s o f

g e t t i n g i t

r i g h t , c a n

e a s i l y b e

o v e r s t a t e d .” S i m o n A n h o l t , A u t h o r ,

A n o t h e r O n e B i t e s T h e

G r a s s

The Cultural Environment

Need to go beyond the traditional

Demographics

Psychographics

Economic

Political factors

Etc.

Consider the cultural environment in your marketing

mix…

Concept of Culture

Over 160 definitions of culture

“a complex whole, which includes knowledge, beliefs, art, morals, law, custom and any other capabilities and habits acquired by individuals as members of a society” (E.B. Taylor, 1871)

“integrated sum total of learned behavioral traits that are manifested and shared by members of society” (Adamson Hoebel, 1961)

“learned, shared, compelling, interrelated set of symbols whose meaning provides a set of orientations for members of a society” (Terpstra & David, 1991)

Concept of Culture

Differences that influence consumer

needs

wants

methods of satisfying them

messages they are most likely to respond to

Lots of examples of marketing blunders from

ignoring the cultural environment

Concept of Culture

What do the definitions have in common?

Not inherent, but learned – where?

Shared by members of a group

This allows communications between individuals within that

culture

All facets are interrelated

Family Church

Mass media School

Proverbs Folktales

Legends Art forms

Concept of Culture

Obstacles to understanding foreign cultures

Self-reference criterion

View things through “culturally tinted glasses”

Often unconscious could lead to narrow mindedness

Ethnocentrism

Culturally centered; people place themselves at the centre of the universe

evaluate others by the standards of their own culture

believe that their culture is superior (our way is right/proper/normal and that culturally different people are wrong or inferior)

Examples:

Body Shop

The Gap

Concept of Culture

Subcultures

Cultures within a culture

Sometimes variations within a culture are greater than

variations among cultures

Understand subcultures so no illusion of “sameness”

Understanding of subculture in one country may help to

understand a similar subculture in a foreign market.

(Example of Paris business woman)

Culture and Communications

Verbal Communications

Beyond learning a new language, look at issues of choosing product name

selecting copy

product packaging

ad slogans

messaging

Need to communicate (suppliers, clients, employees) Culture and communication are linked

cannot understand a culture without understanding the language, and cannot fully understand the language outside its cultural context

Culture both influences and is influenced by language

American English vs. British English

American British American British

Aisle Gangway Baby carriage Pram

Bacon Gammon Checkers draughts

Diaper Nappy Druggist Chemist

Elevator Lift Flashlight Torch

French fries Chips Lawyer Solicitor

Line Queue Mailbox Pillar box

Radio Wireless Second floor First floor

Sidewalk Pavement Toilet w.c.

Truck Lorry Two weeks Fortnight

Underwear Smalls Vacation Holiday

Even when the same language is spoken, marketers must be cautious.

Culture and Communications

Verbal Communications

Also note the differences in formality within a country‟s

own language

French: „tu‟ and „vous” vs. English „you‟

Japan even more complicated; level of formality depends

on

Gender

Status of speaker

Status of listener

Context of conversation

Language and Context

Context: The information that surrounds an event;

bound up with the meaning of the event

Low context cultures put a high value on words

Be direct, exact and unambiguous

What is said is what is important, not how

High context cultures consider the verbal communication

only part of the message

Reliance on contextual clues

Language And Context

• Japanese ads evoke mood;

less focus on product

attributes

• More direct or hard sell ads;

oriented toward data

Language and Context

Context and the impact on advertisers?

Messages constructed in high context cultures might be

difficult to interpret in low context cultures because they

are too ambiguous

Culture And Communications

Translations

Translation errors have cost billions $$$ and damaged credibility

Not only understand the language, but also the nuances and slang

See examples in text

Tools to help:

Back translation may be one technique, but no guarantee

Hire local employees

Acknowledge that some things cannot be translated

Be aware that reading and writing rules differ

Non Verbal Communications

70% of all communications within the same culture

are non-verbal in nature

What does non-verbal communication do?

Sends messages about our feelings

Elaborates on verbal messages

Governs the timing and turn-taking of communicators

Studies classify up to 24 different categories of

behaviour

Non verbal communications are not universal


Gestures

Movement of hands, fingers or arms

Meaning of gestures shift from one culture to the next

Example is the American hand symbol for “Okay”

Cultural differences in the amount and size of gestures

used during conversations

Some cultures more animated


Proxemics: space usage; study how humans use of space

Invisible bubble that expands and contracts depending on

the relationship to the person

your emotional state

the activity

Four categories (guidelines only, space is also culture bound)

Intimate 18” or less

Personal 18”-4‟

Social 4‟-12‟

Public 12‟-25‟

Example: use of space for Americans vs. Japanese


Time Symbolism: concept of time and its relative importance

Evolution of 2 time systems

Monochronic time (M-Time)

Polychronic time (P-Time)

Colours & Other Signs and Symbols

Connotative meaning of colours, signs and symbols

We unconsciously have colour connotations; may exist differently in other cultures

The use of animals can also be problematic

Influence of Culture on Marketing & Advertising

Religion, Morals & Ethical Standards

An important determinant for social and business conduct are the religious and philosophical beliefs

Religion Reflects the way the culture feels about work and the value they

place on material goods

5 major religions in the world

Religious traditions may forbid the sale or advertising of particular products Contrast Buddhist to Protestant belief of material goods

Influences male/female roles

Major holidays are also closely tied to religion Christmas, Ramadan


Religion, Morals & Ethical Standards

Morals

Moral behaviour is also influenced by religion

Expressions of affection

Human nudity


Expressions of Culture

Symbols

Words, gestures, objects

Heroes

Role models

Rituals

Collective activities

Values

Tendencies to prefer

certain states/affairs

Values

“An enduring belief that a specific code of conduct is personally and socially preferable”

May be one of the most powerful explanations of and influences on consumer behaviour

Examination of value system is valuable, but careful of the problems

Many countries are multi-cultural; for example if we say that a particular value is characteristic of the US, that is not to say that each member of this society possess that value

It can help to make broad statements regarding the value systems that tend to dominate a particular society

Influence of Culture on Consumers

What does the culture of a society reflect?

The kinds of products that are consumed

When and how they are consumed

By whom they are purchased

How much is consumed


Why consumers buy?

Look at needs that motivate purchase behaviour (Maslow)

Difficult to understand in a domestic market, even more difficult in an international one

We do know that needs that dominate are tied to the country‟s level of development

What consumers buy?

Consumption habits differ greatly from one market to another

Some products sell around the globe; some don‟t!

Example: Beef; Dryer activated fabric softeners


Who makes purchase decisions?

Primary decision maker in the HH for which products?

Example Japan vs. Fundamental Islamic Culture

Contrast to the increasing number of Gen Y influencers in US

How much consumers buy?

The amount/quantity of product bought varies by

culture too

Contrast US to Europe


Cultural Universals

There are commonalities

All share basic biological similarities

Desire for some products and lifestyles are universal

While we may share the needs, the ways we address

these needs vary from culture to culture

We have to be careful that these aren‟t an „illusion‟ of

similarity

Summary

Many companies entering foreign markets do not

have the resources for intensive assessment of the

market

In addition to comparing the foreign market with

the firm‟s domestic market, must draw on all

available tools possible to see how the marketing

mix may need to be modified

Let‟s take a look at a couple of ads

Cresta International Awards

http://www.cresta-awards.com/

Hybrid Week 3

Applying Some Cultural Concepts

Visit Cresta International Advertising Awards site (www.cresta-awards.com)

Part 1: Cultural Differences

Identify 1 piece of creative from an international advertiser that you think falls into the cultural universal category (commonalities where people desire the same thing --products, lifestyles, etc.)

Name the advertiser

Name the country where the ad appeared and

Identify the specific cultural universals that apply.

Briefly discuss how they communicate their advertising message.

Do you think this ad could work in Canada? Why or why not?

Part 2: Nonverbal Communications

Find another advertising examples from the same site.

Name the advertiser

Name the country where the ad appeared

Discuss the use of nonverbal communication. Consider the use of gestures, time, space usage, colours, signs, animals.

Submit via the discussion board on the BlackBoard link by noon, January 30th




cultural environment with notes

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