Chapter 6
Culture
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Culture and Communication: Universals, Characteristics, and Contexts, Slides of Marketing Management
The concept of culture, its characteristics, and its influence on consumption, thinking processes, and communication. It delves into cultural universals and similarities, communication through verbal and nonverbal language, and the contexts of low-context and high-context cultures. Topics include language acquisition, translation, marketing and languages, time and space, agreement, friendship, negotiation, religion, superstition, and color.
Typology: Slides
2012/2013
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Chapter 6
Culture
Chapter Outline
Culture and Its Characteristics Influence of Culture on Consumption Influence of Culture on Thinking Processes Influence of Culture on CommunicationProcesses
Functions of Culture
prescriptive facilitating communication
Characteristics of Culture
socially shared learned subjective enduring cumulative dynamic
Context of Culture:High-Context Culture
High-Context Culture
indirect communication - message not understood without context - environment changing meanings of words - e.g., Japan, France, Asia, Middle East - compatible with "drama" advertising strategy
Communication throughVerbal Language
Language Acquisition
"Use It or Lose It" hypothesis Translation The World's Best Language - English - Chinese - Spanish - Esperanto Marketing and Languages
Communication throughNonverbal Language
Language of Negotiation Language of Religion Language of Superstition Language of Color Language of Gifts