Crash Course In Business Anthropology: Selling Products Across Cultures
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Cultural Influences-cultural framework, Cross Cultural Perspectives-looking outside our own, Social Influences-the people. The document discusses how understanding culture, subcultures, social class, and households is important for marketers to effectively sell products across cultures. It covers components of culture like norms and values, ethnocentrism, Hofstede's cultural dimensions, social class, reference groups, and households as a consumption unit. Understanding these factors helps marketers segment consumers, position products, and create resonant messaging.
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Crash Course In Business Anthropology: Selling Products Across Cultures
- 1. AIPMM Webcast Series Crash Course in Business Anthropology: Selling Products Across Cultures
- 2. Paula Gray AIPMM Director of Research & Knowledge Development Applied Anthropologist Our Speaker
- 3. What We Will Cover Cultural Influences-cultural framework Cross Cultural Perspectives-looking outside our own Social Influences-the people
- 6. What’s the Difference Between Society and Culture? Culture is learned Society is people (from Latin socius = companion)
- 7. Components of Culture Norms Mores (pronounced more-aye) Taboos Customs Values Beliefs Rituals Material artifacts
- 8. Languages and “languages” of Culture Native Tongue (words) Colors Time Gestures Symbols Friendship
- 9. Government and Laws Impact Culture Individual access to goods and services Trade barriers Impacts cost of doing business Potential marketing and advertising restrictions
- 10. Goods & Services Hold Cultural Meanings Wedding dress, prom dress, sun dress Smart car, Lamborghini Vegan organic couscous salad, beef ribs slow smoked over Texas mesquite Super Cuts, Vidal Sassoon Graduation cap and gown, poncho and baseball cap Lederhosen, Kimono, Burka, Kilt, Sari
- 11. Why is this important to marketers? Produce more effective and acceptable products and messaging Work within time perceptions, proper protocol Understand friendship and how it impacts vendor agreements Understand the true cost of doing business
- 13. Ethnocentrism The idea that “my” culture is superior to others My culture is “right” or is how it is, reality My culture is the correct manner in which to live
- 14. Consumer Ethnocentrism Consumers prefer products that originate from or were produced in their own country ◦May believe they are superior ◦May want to economically support their own country
- 15. Key Values Comparison Developed by Dr. Geert Hofstede Individualistic vs Collectivistic Cultures Masculine vs Feminine Cultures High vs Low Uncertainty Avoidance Cultures
- 16. Culture in the US How “American Values” Translate to Consumer Behaviors Established Values Actively Master Performance, ease of operation, precision Open/Change Innovation, novelty, new Individual Aspirations, position, status, wealth, success Emerging Values Leisure Activities, parks, outdoors Environment Nature, recycling, preservation
- 17. Why is this important to marketers? Position products on either established or emerging American values Create messaging that resonates with customers based on their beliefs and values
- 18. Subcultures “Single” view of any nation is not very aware or informed. Nationality/Ethnicity Age Geographic Region Religion
- 19. Why is this important to marketers? Opportunities might be available to market products tied to religious holidays or rituals Market same product differently in different regions Match products to age groups most likely to buy – with messaging that resonates Segment groups according to their identification with subcultural groups
- 21. Social Class is NOT About Judgment One is not “better” than the other Words “Upper” or “Lower” refer to economic impact NOT the value or worth of the individuals or the group US Lower-Middle and Upper- Lower account for 60%-70% of the population
- 22. Social Class – Membership Factors Occupation Income source Possessions Associations Level of influence
- 23. Why is understanding Social Class important? Influences marketplace behavior Allows marketers to segment consumers and target them Influences the products they buy Influences the media they use to learn about products Influences the type of communications that resonate Influences their choice of outlets Influences the manner in which they buy
- 24. Reference Groups- “The Joneses” Set levels for individual aspiration Help define what’s acceptable
- 26. Why is this important for marketers to understand? Identify the reference group(s) most likely to influence your customer Create messaging that resonates with their social group Identify the type of power those groups have over existing or aspiring members
- 27. The family is the single most significant influence on all consumer behavior.
- 28. Household as a Consumption Unit Composition of households is changing Family life stage (within the life cycle) Household members hold different roles in consumer decision process and can vary by stage in the process ◦Negotiation more common ◦Children wield significant influence
- 29. Why is this important for marketers to understand? Know who is narrowing down the selection of options AND Who will ultimately be making the purchase decision Know the level of influence that children will play Clearly target needs of ACTUAL households, which may be smaller, older, single, roommates, etc.
- 30. Summary Cultural Influences-cultural framework ◦ Components of culture ◦ Languages of culture ◦ Goods and services hold symbolic meaning Cross Cultural Perspectives-looking outside our own ◦ Ethnocentrism and Consumer Ethnocentrism ◦ Key Values comparison- Dr. Geert Hofstede Social Influences-the people ◦ Social class ◦ Reference groups ◦ Household as consumption unit
- 31. Thank You! You can contact me at: paula.gray@aipmm.com
- 32. Upcoming Webinars Generating Ownership & Alignment in Your Stakeholders September 30, 2016 WWW.AIPMM.COM/AIPMM_WEBINARS AIPMM Webinar Series: http://aipmm.com/aipmm_webinars Topic Suggestions: support@aipmm.com Announcements: http://www.aipmm.com/subscribe LinkedIn: http://www.linkedin.com/company/aipmm Membership: http://www.aipmm.com/join.php Certification: http://aipmm.com/html/certification/