7.3.12 cultural dynamics 3.25pm

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7.3.12 cultural dynamics 3.25pm

  1. 1. THE CULTURAL DYNAMICS OF INTERNATIONAL MARKETING
  2. 2. INTRODUCTION
  3. 3. NEED is spontaneous and important. WANT is not spontaneous but to satisfy desire over necessity.
  4. 4. CULTURE
  5. 5. CULTURE People think and do as members of the society. Values and Ideas of a community. Collective phenomenon shared by generations of people who live within the same environment. Inherited habits.
  6. 6. Result of Culture MARKET
  7. 7. MARKETERS Are constantly adjusting efforts to the cultural demands of the market People who see the opportunity to buy and sell.
  8. 8. Factual Knowledge Interpretive Knowledge CULTURAL KNOWLEDGE
  9. 9. Usually obvious and must be learned. Straightforward fact about a culture Different meanings of colours and traits and tastes. FACTUAL KNOWLEDGE
  10. 10. May be best described as a feeling. Must be able to understand and fully appreciate nuances of different cultural traits Dependent on past-experience interpretation. INTERPRETATIVE KNOWLEDGE
  11. 11. TIME COLOR and RACE
  12. 12. Being attuned to the nuances of culture, new culture can be viewed objectively, evaluated and appreciated. CULTURAL SENSITIVITY
  13. 13. ELEMENTS OF CULTURE
  14. 14. Material Culture Technology Economics
  15. 15. Social Organizations Political Structures SOCIAL INSTITUTIONS
  16. 16. Literacy Rate Role and Levels EDUCATION
  17. 17. Belief Systems Religion Superstition Power Structure
  18. 18. AESTHETICS Graphic Arts Plastic Arts
  19. 19. VICKS = WICKS
  20. 20. Usage of Foreign Language Spoken vs Written Language LANGUAGE
  21. 21. “ You will eat it, eat it, eat it because of the delicious, delicious, delicious taste of 555”
  22. 22. “ mapapa-ulit- ulit-ulit ka!!! sa sarap-sarap- sarap ng 555!!!”
  23. 23. Product-established market= >STUDY OF CULTURE vs Product- new market=<CULTURE STUDY ANALYSIS OF THE ELEMENTS
  24. 24. Is a responsible effort to borrow helpful cultural ways in an effort to find better solutions to the society. CULTURAL BORROWING
  25. 25. Orange Juice-Barbados Cantaloupe-Egypt Columbia-Coffee Waffles cooked the Scandinavian way, made of Wheat from Malaysia Maple Syrup from US Bacon from Canada smoked from a process in Eastern EU Smokes a cigarette from the Argentina Reading news in a language that originated from Latin in a material from China (process from Germany) Thanks a Hebrew for a the day 100% Filipino
  26. 26. . CULTURAL SIMILARITIES: AN ILLUSION
  27. 27. UNITED STATES VS GREAT BRITAIN
  28. 28. Some products when introduced are easily accepted but some are not because of culture. RESISTANCE TO CHANGE
  29. 29. A plan in introducing something new to the culture in a calculated way to overcome resistance. PLANNED CULTURAL CHANGE
  30. 30. Product acceptance always have a positive and negative effect. Everything new that is introduced may have glitches but we must always be optimistic. CONSEQUENCE OF AN INNOVATION
  31. 31. “A SUCCESFUL MARKETER MUST BE A STUDENT OF CULTURE” - Geert Hofstede
  32. 32. A Presentation by CARLO MIGUEL A. NARBONETA

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