INTERNATIONAL MARKETING 6e Chapter 3 The cultural environment
INTERNATIONAL MARKETING 6e The Cultural Environment Chapter 3
Making Culture Work For Your Success Embrace local culture o Employ locals to gain cultural knowledge Build relationships Adapt products to local markets Help employees understand you Coordinate by region Copyright 2001 by Harcourt, Inc. All rights reserved
Copyright © 2001 by Harcourt, Inc. All rights reserved. 3-2 Making Culture Work For Your Success Embrace local culture Employ locals to gain cultural knowledge Build relationships Adapt products to local markets Help employees understand you Coordinate by region
What is culture? “ Culture" defined an integrated system of learned behavior patterns that are distinguishing characteristics of the members of any given society. 口 Acculturation adjusting or adapting to a specific culture other than ones own"... and one of the keys to success in international operations Copyright 2001 by Harcourt, Inc. All rights reserved
Copyright © 2001 by Harcourt, Inc. All rights reserved. 3-3 What is Culture? “Culture” defined • “… an integrated system of learned behavior patterns that are distinguishing characteristics of the members of any given society...” Acculturation • “… adjusting or adapting to a specific culture other than one’s own” … and “one of the keys to success in international operations
Key Concepts High-context culture is where the social context in which what is said strongly affects the meaning of the message EXamples: Japan and Saudi arabia n LOW-context culture is where the meaning of the message is explicitly expressed by the words and is less affected by the social context EXample: North America Change agent An entity that introduces new products or ideas or practices Copyright 2001 by Harcourt, Inc. All rights reserved
Copyright © 2001 by Harcourt, Inc. All rights reserved. 3-4 Key Concepts High-context culture • is where the social context in which what is said strongly affects the meaning of the message. • Examples: Japan and Saudi Arabia Low-context culture • is where the meaning of the message is explicitly expressed by the words and is less affected by the social context. • Example: North America Change agent • “An entity that introduces new products or ideas or practices
The elements of culture Language -verbal and non-verbal Religion Values and attitudes Manners and customs Material elements D Aesthetics 口 Education a Social Institutions Copyright 2001 by Harcourt, Inc. All rights reserved
Copyright © 2001 by Harcourt, Inc. All rights reserved. 3-5 The Elements of Culture Language - verbal and non-verbal Religion Values and Attitudes Manners and Customs Material Elements Aesthetics Education Social Institutions