8&9 - Cultural Elements Overview

• Linguistic Distance - the degree of difference between two languages

  • the wider the distance, the more expensive it is to solve the gap

• Group 6 - Coffee

  • Filipino product I mamarket natin

  • Why do u think this brand will be accepted by the market

  • Modify the product offering; either as is or why

  • 30 points

    • 10 cultural how it impacts target market

    • 10 group collab

• lure a new market to try the product

The caste system is a rigid, hereditary social stratification based on birth, while the class system is more fluid and based on factors like wealth, income, and occupation. In a caste system, an individual's social status is determined at birth and is largely fixed throughout life.

• cultural dimensions of coutnry u worked w

• Hofstede’s cultural dimensions theory

• power distance - willingness of a culture to accept status and power differences among members

  • high power distance - tend to be hierarchical

  • low power distance - value equality

• uncertainty avoidance

  • high - intolerant of ambiguity; don’t wanna divert from policies

    • ex. vegetable wash, powedered ketchup were far too innovative

  • low - greater readiness to take risks, less emotional resistance to change

• cultural congruence - marketing products congruent as possible with exisiting cultural norms

• individualism vs collectivism - cultural tendency to emphasize individual self-interests or group relationships

  • individualistic societies

  • collectivist societies - the higher the more

• open innovation - you don’t gatekeep ideas

• most european countries are highly indulgent