International Marketing 7
Culture
Culture
Repetition: Definition
International Marketing and Marketing
Marketing: Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offers that have value for customers, clients, partners and society at large. (Kotler/Keller 2011)
International Marketing: is the process of planning and conducting transactions across national borders to create exchanges. (Czinkota/Ronkainen 2004)
The main difference is the scope of activities because international marketing occurs in markets outside the organization’ s home country.
International Marketing environment
Analysis of the International Marketing environment (e.g.)
- Economic Environment
- Political and legal environment
- Demographic, social and cultural environment
Definition of Culture
- Collective memory of a society
- Accumulation of shared meanings, rituals, norms and traditions among the members of an organization or society.
Characteristics of Culture
- Culture is learned
- Culture regulates society (i.e., makes everyone behave)
- Culture makes living more efficient
- Culture is adaptive (to environmental demands)
- Culture is environmental (i.e., envelopes everyone‘s life alike and always)
- Cultures are hierarchical ( subcultures)
The ‘contents’ of culture: the Iceberg Analogy 8 levels
Elements of Culture
Language
Everyday behaviours
The know-hows
Institutions
Social Norms (‘do's and dont's’)
Values
Mental states and cognitive processes
Myths, beliefs and basic assumptions
Four major elements of culture
Language and communication
Institutions
Material productions
Symbolic productions.
Material productions (inputs and outputs)
- Artistic (e.g. music, art)
- Intellectual (e.g. books)
- Physical (e.g. buildings, tools, products)
- Service (e.g. education, media, banks).
Sources of Culture
Sources of Culture
Functions of culture
- Communication codes
- Long-term survival
- Synchronization of behaviours (explicit – implicit)
- ‘Best way’ for doing or not doing things (‘pools of knowledge’)
- Identity (ingroups versus outgroups)
- Vision of the world (Weltanschauung) strongly related to deep-
What use is culture to the individual?
Provides a set of beliefs and standards: What to do and how to do it correctly
- What is palatable, admissible, ethical, magical,religious, hygienic, quality, etc.
- When it is time to sleep, to eat, to work, etc.
Mindsets or mental maps guide behaviour
Prejudices and stereotypes: what, why and how
Cultural Practices
Rituals: set of activities performed in a fixed sequence and repeated periodically (e.g., wedding ritual)
Customs: ways of doing something (e.g., bridal egistries)
Myths: stories that express some key value of a society (e.g., Santa Claus brings gifts)
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Lernkarten
Repetition: Definition
International Marketing and Marketing
Marketing: Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offers that have value for customers, clients, partners and society at large. (Kotler/Keller 2011)
International Marketing: is the process of planning and conducting transactions across national borders to create exchanges. (Czinkota/Ronkainen 2004)
The main difference is the scope of activities because international marketing occurs in markets outside the organization’ s home country.
International Marketing environment
Analysis of the International Marketing environment (e.g.)
- Economic Environment
- Political and legal environment
- Demographic, social and cultural environment
Definition of Culture
- Collective memory of a society
- Accumulation of shared meanings, rituals, norms and traditions among the members of an organization or society.
Characteristics of Culture
- Culture is learned
- Culture regulates society (i.e., makes everyone behave)
- Culture makes living more efficient
- Culture is adaptive (to environmental demands)
- Culture is environmental (i.e., envelopes everyone‘s life alike and always)
- Cultures are hierarchical ( subcultures)
The ‘contents’ of culture: the Iceberg Analogy 8 levels
Elements of Culture
Language
Everyday behaviours
The know-hows
Institutions
Social Norms (‘do's and dont's’)
Values
Mental states and cognitive processes
Myths, beliefs and basic assumptions
Four major elements of culture
Language and communication
Institutions
Material productions
Symbolic productions.
Material productions (inputs and outputs)
- Artistic (e.g. music, art)
- Intellectual (e.g. books)
- Physical (e.g. buildings, tools, products)
- Service (e.g. education, media, banks).
Sources of Culture
Sources of Culture
Functions of culture
- Communication codes
- Long-term survival
- Synchronization of behaviours (explicit – implicit)
- ‘Best way’ for doing or not doing things (‘pools of knowledge’)
- Identity (ingroups versus outgroups)
- Vision of the world (Weltanschauung) strongly related to deep-
What use is culture to the individual?
Provides a set of beliefs and standards: What to do and how to do it correctly
- What is palatable, admissible, ethical, magical,religious, hygienic, quality, etc.
- When it is time to sleep, to eat, to work, etc.
Mindsets or mental maps guide behaviour
Prejudices and stereotypes: what, why and how
Cultural Practices
Rituals: set of activities performed in a fixed sequence and repeated periodically (e.g., wedding ritual)
Customs: ways of doing something (e.g., bridal egistries)
Myths: stories that express some key value of a society (e.g., Santa Claus brings gifts)
