Culture and international marketing mapworld Questions: •1. How can culture affect marketing decisions for international subsidiaries of the amusement park? •2. What barriers and specifically cultural barriers can exist for Parc Astérix to enter foreign markets? •3. In what cultural aspects or elements are Czechs different from your country? •4. Can be these aspects used in marketing? If yes, which and how? • •A continuously changing totality of learned and shared meanings, rituals, norms, and traditions among the members of an organization or society. •„Culture is the collective programming of the mind which distinguishes the members of one human group from another…Culture, in this sense, includes systems of values, and values are among the building blocks of culture…“ (G. Hofstede) •„…learned ways in which a society understands, decides and communicates“ (S. Hollensen) •Obvious source of difference!!! •Level of visibility and manageability of cultural differences – very different (language attitudes) •It is learned, shared and interrelated (various parts) Culture Defined ANd9GcT5wG8AiGUhJsvwzP2nHzP7BFqL9qpemlOR66_W19gzpD4zt00&t=1&usg=__awau9AA0ZziU8-kO8ylJKLX69AM= Levels of culture Basic cultural assumptions: e.g. religion, etnic culture, national identitiy Values and social morals: e.g. family values, sex roles, friendship patterns The visible daily behaviour: e.g. body language, clothing, drinking and eating patterns, lifestyle http://lonewolflibrarian.files.wordpress.com/2009/03/iceberg_01.jpg Layers of culture National culture - cultural stereotypes Business/industry culture Company (organizational) culture Individual behaviour Culture and??? •Heaven is where the cooks are French, the mechanics are German, the policemen are English, the lovers are Italian, and it is all organized by the Swiss. •Hell is where the policemen are German, the mechanics are French, the cooks are British, the lovers are Swiss, and its is all organized by the Italians • • • • • •Source: Usunier “International Marketing”, Prentice-Hall, 1993, p.44 ANd9GcT_HDGtj8rqz-kl4cVdXk9p7gpDfke7bFhyMNzs-Kq00596Z8o&t=1&h=157&w=236&usg=__EJfkqLvOJ47oo80enPnDO 7qpZTU= January 11, 2002 (3) Elements of Culture •Spoken/Written Language (information gathering and understanding, access to local society, intepretation of context) –Differences in meaning in different countries which share the same language –Dealing with multiple dialects –High costs of translation –High costs of translation blunders • •Nonverbal communication (in high-context cultures up to 90% of meaning) –Proxemics –Postures –Orientations –Chronemics –Haptics –Kinesics –Paralinguistics –Appearances –+ rules of negotiation, contract, material possessions, friendship patterns…) – –+ ART (dance, music, pictures, statues…) • 90409487 January 11, 2002 (13) Elements of culture •Material culture and technology– houses, fashion, furniture, cars, gardens, streets, fields, production processes… •Social institutions – family, reference groups (primary and secondary), heroes, managers…) •Education (theory versus practice, learning versus learning by doing…) ANd9GcQiJXYbU4VCEbnnY5vmkWBX9l3emBMOMjEVDlu9XsEXs4mVOW4&t=1&usg=__ZIHF0G76ikXZImsVLo4joy4ZKjU= Elements of culture - comparisons & contrasts Japan North America Individual With a Skill Organization Man View of Self Independence Interdependence Assumptions Competition Cooperation Style Rights Obligations Emphasis Self-Expression Independence Self-Denial Dependence Attitude Group Myth / Hero Emphasis Individual  Culture and Decision-making •Consumer decisions are culturally influenced • • - husband and wife - equal roles? • - what influence from children? • - does one family member dominate in choice? • •Language and religion affects how markets communicate • - grouping countries by language or religion? • - grouping markets within a core language? • - is religion a useful criterion for grouping? • IMG_3583 High vs. Low Context Cultures Edward Hall http://edwardthall.com/ •Low-Context cultures: What is said is precisely what is meant –Messages are explicit –Words carry most of the information in communication –Switzerland, Germany, Scandinavia, United States •High-Context cultures: The context of the message— the message source, his or her standing in society or in the negotiating group, level of expertise, tone of voice, and body language—are all meaningful –Less information is contained in the verbal part of the message –More information resides in the context of communication (background, associations, basic values of communicators) –Japan, Saudi Arabia, Latin America, Italy and Spain – –MONOCHRONIC VS POLYCHRONIC CULTURES: – –Time is money“ USA, „Those who rush arrive first at the grave (Spain), „Before the time, it is not the time; after the time, it´s too late“ (France) – –PROXEMIC – DISTANCE, SPACE (in-group, outgroup, physical space…), e.g. friendship patterns, „size“ of family, guanxi –„touch“ coulture – to show intimity in ads • daylight-savings-time • Advertising: Europe vs Saudi Arabia „touch culture“ sken6 Monochronic/Polychronic Cultures •do one thing at a time •concentrate on the job •take time commitments seriously •are committed to the job •show respect for private property; rarely borrow or lend •are accustomed to short-term relationships •do many things at once •are highly distractible •consider time commitments casually •are committed to people •borrow and lend things often •tend to build lifetime relationships Monochronic People Polychronic People ANd9GcQTbTQfhi0Twlz73m3m77XikUs3dWJQsYva59NUddsS_a28q_c&t=1&h=167&w=167&usg=__zG9H3P9e70c2oe2rR7k5u TZAzmU= January 11, 2002 (8) Religion •Protestant Religion – stresses hard work and frugality •Judaism – stresses education and development •Islam – focus on rules for social interaction •Hinduism – encourages family orientation and dictates strict dietary constraints •Buddhism – stresses sufferance and avoidance of worldly desires • •How much dominant in macroenvironment (e.g. government) and microenvironment??? •Business days •Holidays •Consumption patterns – alcohol, meat… •Gender roles •Gift giving •Marketing practices •Time Orientation •Status Concern and Materialism •Other – Marketing mix • • bicycles arton229 Cultural Variability – CULTURAL DIMENSIONS (Geert Hofstede) •Power Distance •Uncertainty Avoidance •Masculinity Versus Femininity •Individualism Versus Collectivism •Long-terms versus short term orientation • 1242877048_4d5eabc02e 248300561_cfd2eb6df1 http://www.geert-hofstede.com/ Power-distance- differences in people accept or expect access to power; degree of inequality between people in social and physical terms A high power-distance country, like Malaysia, displays customers and average citizens less prominently. Authority roles are enforced by such images as official certification logos. A low power-distance country would emphasize equality among social and age groupings. Uncertainty avoidance. Tolerance for ambiguity; degree to which people pefer formal rules and fixed patterns of life as means of enhancing security and how they pecieve risk taking. High uncertainty-avoidance countries would respond better to a simple manner of navigation. A low uncertainty-avoidance country would prefer a site with complex navigation with a multitude of link choices. An example of a high uncertainty-avoidance country would be Belgium; a low uncertainty-avoidance country would be Singapore Femininity vs. masculinity. gender roles, not physical characteristics. High-femininity countries blur the lines between gender roles, while high-masculinity countries display traditional role expectations. Masculine values: achievement, money, successs and competition feminine values: quality of life and environment High-masculinity: Japan, Low-masculinity: Sweden. •Collectivism vs. individualism. –Collectivism: people integrated into strong groups that protect them in exchange for unbridled loyalty. –Individualism: a person’s strong sense of self and that of his or her immediate blood relations. –A collectivist country would show groups of people in images, –Individualistic countries would most likely find site content and images with a single person accomplishing a challenge more appealing. The United States is an example of an individualistic country. • •Long-term vs. short-term orientation. Long-term emphasizes practice and practical value (mostly Asian markets). Short-term focus their content on truth and the certainty of beliefs (U:S:A and most of the European countries). • ANd9GcRESiHeIYpo1EwUOQ8eU97qcQxpNSjNC3PbAKWJO6LxRkXHcgs&t=1&h=167&w=223&usg=__acs5cCtIiYHxXJ5gu0oUj L4JvnY= ANd9GcT_ijLgmJIkaKVpmJZt8rCpI_rZCFm2eDy5X6xeqsG9w2uaRQE&t=1&h=190&w=147&usg=__2GbvoikBhEy-l6RuW90mD ku3ou0= Hofstede’s cultural dimensions – scores by countries http://www.geert-hofstede.com/marketing.shtml Advertising styles De Mooij, 2004 ANd9GcQqQZys5CnJcvAS_VuLnKZQtQKz16KMt_CazR_j_yLzxXjdEVY&t=1&h=174&w=214&usg=__CkoVfUEYikahLweTGo72f bRsI_A= Cultural values •Enduring beliefs about a specific mode of conduct or desirable end-state •Guide the selection or evaluation of behavior •Are ordered by importance in relation to one another to form a system of value priorities – •Enculturation • Process by which individuals learn the beliefs and behaviors endorsed by one’s own culture •Acculturation • Learning a new culture •Assimilation • Maintenance of the new culture, and resistance to new cultures and to one’s old culture •http://www.youtube.com/watch?v=7XHioryoMes&feature=related Doing business in China – • ANd9GcSSeapLmr8hAFr6mzLeXhcnqRCYnKb-gAqb1NedPbhpjLDYAug&t=1&usg=__76IBAUoO2GVNi5YzFN7V-vGUrMg= Cultural norms •Norms are derived from values and defined as rules that dictate what is right or wrong, acceptable or unacceptable • http://www.asianoffbeat.com/default.asp?Display=942 -CHINESE VS GERMAN CULTURE –Imperative •What an outsider must or must not do –Exclusive •What locals may do but an outsider cannot –Adiaphora •What an outsider may or may not do • http://dahl.at/wordpress/research/intercultural-communication/ http://www.slideshare.net/ibahrine/ibahrine-chapter-3-value-culture ANd9GcTP9SHC6hhukku0ekw9Y_o0Eh4cXocoNQdf6rQr5TaU-FElB38&t=1&h=158&w=236&usg=__W0VvAPtoTwYiWoHBtLfpa EWPSyQ= chinese vs german opinion OPINION chinese vs German lifestyle WAY OF LIFE chinese vs German Punctuality PUNCTUALITY chinese vs german contacts CONTACTS german vs chinese trend WHAT IS TRENDY german vs chinese Perception of Each Other's Culture PERCEPTION OF EACH OTHER´S CULTURE Chinese vs German Anger ANGER/DISPLEASURE chinese vs german Queues QUES chinese vs german igoism VIEW OF MYSELF chinesse vs german party PARTIES chinese vs german restaurant AT RESTAURANT chinese vs german drink STOMACH ACHE chinese vs german travel TRAVELLING chinese vs german beauty DEFINITION OF BEAUTY chinese vs german handling problems HANDLING PROBLEMS German Chinese Meals DAILY MEALS chinesse vs german streets SUNDAY ON STREETS german vs chinese transport TRANSPORTATION german vs chinese Elderly LIFE OF ELDERLY german vs chinese shower SHOWER TIME german vs chinese weather moods MOODS AND WEATHER german vs chinese boss THE BOSS german vs chinese new things NEW THINGS german vs chinese family THE CHILD •http://wps.pearsoned.co.uk/ema_uk_he_hollensen_globalmark_4/64/16424/4204693.cw/index.html •