The document discusses the concept of culture and how it relates to marketing. It provides several definitions of culture, describing it as the shared values, beliefs, and patterns of behavior learned and passed down through generations in a group. Culture influences all aspects of life, including consumption behaviors and responses to marketing efforts. The document notes culture exists at both surface and deep levels, with deep-seated worldviews forming the underlying assumptions that shape how people perceive and respond to reality. It also discusses how culture is dynamic and constantly evolving as it interacts with geography, events, and other influences.

3. WHAT MADE
ME DO THAT ?

4. The 2015 documentary
follows the story of
a 19 year-old girl
who survives an honor
killing attempt by
her father and uncle.
The protagonist has
a solid stance on
not forgiving her
attackers; however,
the public pressures
her into forgiving.
By doing that, the
attackers are freed
and can return home.
Plot:

5. The 2015 documentary
follows the story of
a 19 year-old girl
who survives an honor
killing attempt by
her father and uncle.
The protagonist has
a solid stance on
not forgiving her
attackers; however,
the public pressures
her into forgiving.
By doing that, the
attackers are freed
and can return home.
Plot:
WHAT MADE HER
FATHER DO THAT?

6. Jan.13
2017
“The Criminal Court has sentenced a 26yr
man to 20 years in prison after
convicting him of murdering his older
sister for reasons related to so-called
family honor in Amman in January 2017.”

7. “The tribunal first handed the
defendant the death penalty last week
after convicting him of the premeditated
murder of his 39yr divorced sister in
front of a private hospital near the
University of Jordan on January 13."
Jan.13
2017

8. http://jordantimes.com/news/local/20-year-jail-term-man-who-murdered-sister-over-family-honour%E2%80%99
“The tribunal decided to hand the
defendant a harsh sentence because his
murder was committed in a premeditated
fashion and because he had no right to
take the life of his sister regardless
of her actions,” the source added.
Jan.13
2017

9. http://jordantimes.com/news/local/20-year-jail-term-man-who-murdered-sister-over-family-honour%E2%80%99
“The tribunal decided to hand the
defendant a harsh sentence because his
murder was committed in a premeditated
fashion and because he had no right to
take the life of his sister regardless
of her actions,” the source added.
Jan.13
2017
WHAT MADE
HIM
DO THAT?

10. C U L T U R E
is very important

11. But what is
CULTURE?

12. CULTURE is the sum of the values, rituals,
symbols, beliefs, and thought processes
that are LEARNED and SHARED by a
GROUP of PEOPLE, then transmitted
from generation to generation.
“”
Cateora, Philip R., Mary C. Gilly and John L. Graham
in "International Marketing” — 15th ed., page 102.

13. Deals with a group’s design for living. It is
pervasive in all marketing activities (pricing,
promotion, production, packaging, etc.).
How such efforts interact with a culture
DETERMINES the degree of SUCCESS or
FAILURE of the marketing effort.
“”
Cateora, Philip R., Mary C. Gilly and John L. Graham
in "International Marketing” — 15th ed., page 96.

14. One cannot truly understand how
markets evolve or how they react to a
marketer’s effort without appreciating
that MARKETS are a RESULT of CULTURE.
“”
Cateora, Philip R., Mary C. Gilly and John L. Graham in
"International Marketing” — 15th ed., page 96.

15. C U L T U R E
ADAPT
&
ADJUST
CULTURAL
DEMANDS
BE AN
AGENT
OF CHANGE
(INNOVATION)

16. CULTURE affects EVERY part of our lives,
every day, from birth to death, and
everything in between. It affects how we
spend money and how we consume in
general. It even affects how we sleep.
“”
Cateora, Philip R., Mary C. Gilly and John L. Graham in
"International Marketing” — 15th ed., page 96.

19. In Chinese cultures being born in the Year of
the Dragon is considered good luck. Such
birthrate spikes have implications for sellers
of diapers, toys, schools, colleges, and
so forth in successive years.

20. Japanese fertility rates in 1966 declined
substantially caused by a belief that
women born in the YEAR of the FIRE
HORSE will lead unhappy lives and
perhaps murder their husbands.

21. Japanese fertility rates in 1966 declined
substantially caused by a belief that
women born in the YEAR of the FIRE
HORSE will lead unhappy lives and
perhaps murder their husbands.
1966

22. This sudden and substantial decline in
fertility, which has occurred historically
EVERY 60 YEARS, reflects abstinence,
abortions, and birth certificate fudging.
19661966

23. This superstition has resulted in the
stigmatization of women born in 1966 and
had a large impact on market potential for
a wide variety of consumer goods and
services in Japan.

24. This superstition has resulted in the
stigmatization of women born in 1966 and
had a large impact on market potential for
a wide variety of consumer goods and
services in Japan.
You were born
in the YEAR of the
FIRE HORSE?

25. This superstition has resulted in the
stigmatization of women born in 1966 and
had a large impact on market potential for
a wide variety of consumer goods and
services in Japan.
AWAY
FROM ME
SATAN!!!

26. CULTURE is the “software of the
mind.” It provides a GUIDE for
humans on how to THINK and
BEHAVE; It is a problem-solving tool.
“”
Geert Hofstede, G. - Culture’s Consequences, 2nd ed. (Thousand Oaks, CA:
Sage, 2001); Susan P. Douglas, “Exploring New Worlds: The Challenge of
Global Marketing,” Journal of Marketing, January 2001, pp. 103–9.

27. Culture (including worldview) is a
PEOPLE'S WAY OF LIFE, their DESIGN
FOR LIVING, their WAY OF COPING
with their BIOLOGICAL, PHYSICAL and
SOCIAL ENVIRONMENT.
“”
Kraft, Charles H.. Issues in Contextualization
(Kindle Locations 333-337). William Carey Library.

28. WORLDVIEW, the deep level of culture,
is the culturally structured assumptions
(including values and commitments or
allegiances) underlying how a people
PERCEIVE of and RESPOND to REALITY.
“”
Kraft, Charles H.. Issues in Contextualization
(Kindle Locations 337-339). William Carey Library.

29. WORLDVIEW is NOT SEPARATE
from CULTURE. It is included in
culture as the structuring of the
deepest level of presuppositions on
which people base their lives.
“”
Kraft, Charles H.. Issues in Contextualization
(Kindle Locations 337-339). William Carey Library.

31. Surface Level Culture
Deep Level Culture

32. Surface Level Culture
Deep Level Culture
“The surface is visible. Most of
the river, however, lies beneath
the surface and is largely invisible
as we look at the surface.”

33. Surface Level Culture
Deep Level Culture
“But anything that happens on the
surface of the river is affected by
such deep-level phenomena as the
current, the cleanness or dirtiness
of the river, the presence of other
objects in the river, and the like.”

34. Surface Level Culture
Deep Level Culture
(Patterned Behavior)
(Worldview Assumptions)

35. Surface Level Culture
Deep Level Culture
(Patterned Behavior)
(Worldview Assumptions)
Way of Life - Design for Living -
Coping Bio/Phy/Social Environment
Perceive and Respond to Reality

36. People are totally
submerged in CULTURE,
relating to it much as a
fish relates to water.

37. ”
“ People are usually as
unconscious of it as fish must
be of the water or as people
usually are of the air they
breathe. Many people only
notice culture when they go
into another cultural territory
and observe customs different
from their own.
Kraft, Charles H.. Issues in Contextualization (Kindle
Locations 392-395). William Carey Library. Kindle Edition.

38. C U L T U R E
doesn’t do anything
INDIVIDUALS
do

39. How is
CULTURE
formed?

41. WHY FLOWERS?

42. WHY FLOWERS?
GEOGRAPHY

43. Rain & Snow more than
200 days/year make
it a colorless place

45. Claude Eliette, the chief executive of
CHANEL, went on to see Dalil Boubakeur
to apologize for putting a verse of
the Koran across the chest of Top Model
Claudia Schiffer when she modeled a new
evening dress in Paris on 15 January.
Jan.24, 1994

46. Jan.24, 1994
“He whom God guides
is well-guided, and
he who is abandoned
by God will find no
one to put him on
the right road.”
The text on
Claudia Schiffer's
dress read:

47. Karl Lagerfeld,
the designer
responsible for the
dress, confessed
to being shocked.
He said that he
understood the text
was that of a love
poem from the Indian
subcontinent inspired
by the Taj Mahal.
Jan.24, 1994

48. “Hasan Basri, the head of Indonesia's
ulema, described the use of the words as
'an insult to our religion’."
https://www.independent.co.uk/news/world/europe/chanel-apologises-to-muslims-for-satanic-breasts-dress-1409011.html

50. Culture is dynamic in nature;
it is a living process.
TRUE or FALSE
TRUE

51. Culture is inside people’s minds.
TRUE or FALSE
TRUE

52. Good Marketers will know better
how to differentiate RIGHT
Cultures from WRONG Cultures
TRUE or FALSE
FALSE

53. The word culture is usually reserved
for societies rather than individuals.
TRUE or FALSE
TRUE

54. Rural Businesses are never
affected by culture, while as
Urban Businesses are always
affected by culture.
TRUE or FALSE
FALSE

55. Being culturally sensitive will
reduce conflict and improve
communications and
thereby increase success in
collaborative relationships.
TRUE or FALSE
TRUE

56. Marketers never allow their own
cultures influence their assumptions
about another culture.
TRUE or FALSE
FALSE