COMM362 Chp 14

Culture

Culture

society’s personality— values, ethics, objects/services valued by that group of people

Rituals

set of symbolic behaviors that occur in a fixed sequence and tend to be repeated periodically

Economic Exchange

giver transfers an item of value to a recipient, who in turn reciprocates

Symbolic Exchange

giver is motivated by unselfish factors and does not expect anything in return

Rites of passages

rituals we perform when there’s a change in social status

Etic Perspective

focuses on commonalities across cultures

Emic perspectives

focuses on variations within a culture

Cross Cultural Analysis

examining the degree to which consumers of two or more cultures are different or similar in terms of psychological, social, and cultural factors

Cancel Culture

a form of rejection in which a person or brand is thrust out of social or professional circles

What are the pros of standardized marketing?

Economies of scale, Faster set up time, Single coherent global image, Excellent monitoring of communication

What are the pros of localized/adaptation marketing?

1. Respect local specifications and expectations

2. Excellent local image

3. Customers keep their landmark and feel noticed

What are the three factors that differ across culture?

1. Taste

2. Values

3. Norms

What are Hofstede’s 6 values of dimension?

1. Power-distance

2. Uncertainty avoidance

3. Masculinity/Femininity

4. Individualism/Collectivism

5. Long-term orientation

6. Indulgence vs restraint

What is power-distance?

degree to which society’s members are equal in terms of status

example: asia vs. scandinavian countries

What is uncertainty avoidance?

society’s tolerance for uncertainty and ambiguity (high = dislike)

example: japan vs. denmark

What is masculinity-femininity?

extent to which a culture stresses ‘masculine’ values like assertion and success and feminine values like warmth, caring

example: japan masculine culture vs. sweden feminine culture

Individualism-Collectivism

extent to which the welfare of the individual vs. group

example: USA vs. China

Long-term Orientation

orientation toward future rewards; short-term orientation fosters virtues related to past and present

example: China vs. USA

Indulgence vs. Restraint

society permits gratification, fun, enjoyment

example: Brazil vs. Japan

Enacted Norm

rules explicitly decided upon

Crescive Norms

unspoken rules discovered through interaction with members of the culture

Custom

norm handed down from the past that controls basic behaviors

More

custom with a strong moral overtone; involves taboo or forbidden behavior

Conventions

norms regarding the conduct of everyday life; the “ideal” way to do things

What are the three distinct stages of gift-giving?

1. Gestation: giver is motivated to procure a gift

2. Presentation: process of gift exchange

3. Reformulation: bond between giver and receiver changes to reflect new relationship after exchange

What are the cons of standardized marketing

1. Possible loss of advertising effectiveness

2. Little reactivity and little flexibility

3. Can create negative reaction from neglecting local needs

What are the cons of localization marketing

1. Higher cost

2. Time consuming and poor speed of execution

3. Difficulty to know what consumers really want