Chp 4- Global MKTG 445
attitude? belief? value? subcultures?
Attitude-learned tendency to respond in a consistent way to a given object or entity Belief-an organized pattern of knowledge that an individual holds to be true about the world Value-enduring belief or feeling that a specific mode of conduct is personally or socially preferable to another mode of conduct Subcultures—smaller groups of people with their own shared attitudes, beliefs, & values (ex. Vegetarians)
Explain the marketing implications of social and cultural environments around the globe: Cultural factors must be considered when marketing consumer and industrial products __ __ reflects the extent to which products must be adapted to the culture-specific needs of different national markets __ is the most culturally-sensitive category of consumer goods.
Environmental sensitivity food
Analyze the components of diffusion theory and its applicability to global marketing: What is the diffusion theory? 5 stages? 5 factors that affect the rate of which innovations are adopted?
The mental stages through which an individual passes from the time of his or her first knowledge of an innovation to the time of product adoption or purchase awareness, interest, evaluation, trial, adoption relative advantage, (comparing to existing products) compatibility (product consistent with existing values of past adopters), complexity (how hard to understand/use), divisibiltiy (can be tried and used on limited basis), communicability (degree to which can be communicated to a potenial mkt)
Identify and briefly explain the major dimensions of Hofstede's social values typology: Individualism/Collectivism Power Distance Uncertainty Avoidance Achievement/Nuturing Long-term Orientation
indiv/collect: indiv cultures is where only concerned with those in immediate family while collectivistic cares for all society members power distance: difference between employee and boss (those above you, can I directly ask my manager something?) uncertainty avoidance: some cultures love the risk (or uncomfortableness), they want to be the newest latest cutting edge. Other don't like to step out of the box. long term: future oreintated (if you have short term oreintation then you value tradition more) Achievement means men are expected to be assertive and competiveness and women are the nurters. In nurturing social roles of men and women overlap.
Define culture and identify the various expressions and manifestations of culture that can impact marketing strategies: Culture? Culture has both __ and __ values, ideas, attitudes, and symbols Culture is acted out in social __ These institutions reinforce cultural __ Culture is both __ (clothing and tools) and __ (religion, attitudes, beliefs, and values)
ways of living, built up by a group of human beings, that are transmitted from one generation to another conscious and unconscious values social institutions (family, religion, gov, business, edu) cultural norms physical nonphysical
Explain how the self-reference criterion can affect decision making at global companies and provide a step-by-step example of a company adapting to conditions in a global market: What is cultural myopia? How to Reduce Cultural Myopia: 1. Define the problem or goal in terms of __ country cultural traits 2. Define the problem in terms of __-country cultural traits; make no value judgments 3. __ the SRC influence and examine it 4. Redefine the problem __ the SRC influence and solve for the host country situation The lesson that the SRC teaches is that a vital, critical skill of the global marketer is unbiased perception, the ability to see what is so in a culture
we are comfortable with what we know up close, we are uncomfortable with what we don't know 1. goal, home 2. host-country 3. isolate 4. without
