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Lecture Note of International Marketing, Study notes of Marketing Management

International Marketing of 2024

Typology: Study notes

2023/2024

Uploaded on 08/27/2024

ngan-nguyen-f60
ngan-nguyen-f60 🇺🇸

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Objectives:
1. Define culture and identify the various expressions and manifestations of
culture that can impact marketing strategies.
2. Compare and contrast the key aspects of high- and low- context cultures.
3. Identify and briefly explain the major dimensions of Hofstede’s social values
typology.
Taks of Global Marketers
Study and understand the cultures of countries in which they will be doing
business.
Understand how an unconscious reference to their own cultural values, or
self-reference criterion, may influence their perception of the market.
Incorporate this understanding into the marketing planning process.
Society, Culture, and Global Consumer Culture
Culture – “way of living, built up by a group of human beings, that are
transmitted from one generation to another.”
Culture has both conscious and unconscious values, ideas, attitudes, and
symbols.
Culture is acted out in social institutions.
These institutions reinforce cultural norms.
Culture is both physical (clothing and tools) and nonphysical (religion,
attitudes, beliefs, and values).
“Culture is the collective programming of the mind that distinguishes
the members of one category of people from those of another.” Geert
Hofstede
oA nation, an ethnic group, a gender group, an organization, or a family
may be considered as a category.
Social Institutions
Family
Education
Religion
Government
Business
These institutions function to reinforce cultural norms.
High- and Low-Context Cultures
High Context (nonverbal cues /
use a lot of hand gestures)
oInformation resides in
context.
oEmphasis on background,
basic values, societal
status.
oLess emphasis on legal
paperwork.
oFocus on personal
reputation.
oSaudi Arabia, Japan
Low Context (makes no
assumptions)
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Objectives:

  1. Define culture and identify the various expressions and manifestations of culture that can impact marketing strategies.
  2. Compare and contrast the key aspects of high- and low- context cultures.
  3. Identify and briefly explain the major dimensions of Hofstede’s social values typology. Taks of Global Marketers  Study and understand the cultures of countries in which they will be doing business.  Understand how an unconscious reference to their own cultural values, or self-reference criterion, may influence their perception of the market.  Incorporate this understanding into the marketing planning process. Society, Culture, and Global Consumer Culture  Culture – “way of living, built up by a group of human beings, that are transmitted from one generation to another.”  Culture has both conscious and unconscious values, ideas, attitudes, and symbols.  Culture is acted out in social institutions.  These institutions reinforce cultural norms.  Culture is both physical (clothing and tools) and nonphysical (religion, attitudes, beliefs, and values). “Culture is the collective programming of the mind that distinguishes the members of one category of people from those of another.” Geert Hofstede o A nation, an ethnic group, a gender group, an organization, or a family may be considered as a category. Social Institutions  Family  Education  Religion  Government  Business These institutions function to reinforce cultural norms. High- and Low-Context Cultures  High Context (nonverbal cues / use a lot of hand gestures) o Information resides in context. o Emphasis on background, basic values, societal status. o Less emphasis on legal paperwork. o Focus on personal reputation. o Saudi Arabia, Japan  Low Context (makes no assumptions)

o Messages are explicit and specific. o Words carry all information. o Reliance on legal paperwork. o Focus on non-personal documentation of credibility. o Switzerland, U.S., Germany Factors or Dimensions High Context Low Context Lawyers Less important Very important A person’s word Is his or her bond Is not to be replied upon; “get it in writing” Responsibility for organizational error Taken by highest level Pushed to lowest level Space People breathe on each other People maintain a bubble of private space and resent intrusions Time Polychronic – everything in life must be dealt with in terms of its own time Monochronic – time is money; linear – one thing at a time Negotiations Are lengthy – a major purpose is to allow the parties to get to know each other Proceed quickly Competitive bidding Infrequent Common Country or regional examples Japan, Middle East U.S., Northern Europe Hofstede’s Cultural Typology  Individualistic/Collectivistic  High/Low Power Distance  High/Low Uncertainty Avoidance  Achievement/Nurturing  Long Term/Short Term Orientation