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Welcome toOur Presentation
We Are“Elegant (V)”
Group ProfileNo.                 Name       Roll   Designation 1    Anjuman Ara              215      Member 2    Chowdhur...
RumanaID No: 427
Chapter : 3Cultural Foundations
Global CultureGlobal Culture is seen  simply as another  environmental force  that differ- Across countries. The politic...
The Influence of Culture on Global MarketingCultural Framework helps marketing managers to assess  the cultural nature of ...
Continued                 Values &  Religion       AttitudesSocialOrganizations   Technology
Effective Cultural Signals BodyLanguage Dress Code. Body Position. Hand Movement. Eye Movement. Fidgeting.
Continued            “Hai” in Japanese
Cultural Differences Affect our Global MarketingMessage                    “Nestle In Africa”
Anjuman Ara ID No: 215
The Meaning of Culture The    underlying value framework that guides an  individual’s behavior. Reflected in individual’...
ContinuedManifestations Of CultureCultural differences manifest themselves in  different ways and differing levels of  dep...
Continued            Layers of Culture                    National                     Level       Corporate              ...
ContinuedLayers of Culture The national level: Associated with the nation as a whole. The regional level: Associated wit...
Md. Moben Ahmed   ID No: 526
Culture across Countries                                  Cultural Grouping                                 (Scandinavian,...
ContinuedHigh-context                  cultures            (Most  European,            Japan,           India)       are  ...
Continued
Continued
Continued
Comparison between High & Low Context CultureHigh Context Culture                    Low Context CultureIndirect and impli...
Md. Al Amin ID No: 419
Definition of Silent Language The Silent Language is a translation not from one language to another, but from a series of...
Example People    of the Western world, particularly Americans, tend to think of time as something fixed in nature, somet...
Silent Language Example
Continued
Five Patterns Of Silent Language                             Space       Agreement        Across                          ...
Continued Space: Distance between two people conversing. In the Middle    East men maintain an intimate distance, often t...
Chowdhury Omor Faruque       ID No: 377
Self Referencing As globalization of world           Self referencing is a process    rapidly changes, today’s          ...
Illustrations Of SRC in Different Culture  To   demonstrate effects of        Monochronic cultures tend to   Self Refere...
The Effects of SRC on Decision Making The ethnocentrism and Self Reference Criterion can influence an  assessment of appr...
How to Isolate SRC when Entering Into GlobalMarketsFour Point ApproachA)  Define the problem or goal in terms of home coun...
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Global Marketing Chapter 3 : Cultural Foundations [Elegant (V)]

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The report include the last part Chapter 3: Cultural Foundations from Global Marketing Book by Jhonny K. Johansson. Global culture, culture across countries,global culture,global marketing,meaning of culture,self-reference criterion,silent language,SRC are the discussion topic

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Global Marketing Chapter 3 : Cultural Foundations [Elegant (V)]

  1. 1. Welcome toOur Presentation
  2. 2. We Are“Elegant (V)”
  3. 3. Group ProfileNo. Name Roll Designation 1 Anjuman Ara 215 Member 2 Chowdhury Omor Faruque 377 Leader 3 Md. Al Amin 419 Member 4 Rumana 427 Member 5 Md. Moben Ahmed 526 Member
  4. 4. RumanaID No: 427
  5. 5. Chapter : 3Cultural Foundations
  6. 6. Global CultureGlobal Culture is seen simply as another environmental force that differ- Across countries. The political system. The legal and regulatory environment. The level of economic development.
  7. 7. The Influence of Culture on Global MarketingCultural Framework helps marketing managers to assess the cultural nature of a global market. Language. Religion. Values & Attitudes. Education. Social organizations Technology & Material culture. Laws & Politics. Aesthetics.
  8. 8. Continued Values & Religion AttitudesSocialOrganizations Technology
  9. 9. Effective Cultural Signals BodyLanguage Dress Code. Body Position. Hand Movement. Eye Movement. Fidgeting.
  10. 10. Continued “Hai” in Japanese
  11. 11. Cultural Differences Affect our Global MarketingMessage “Nestle In Africa”
  12. 12. Anjuman Ara ID No: 215
  13. 13. The Meaning of Culture The underlying value framework that guides an individual’s behavior. Reflected in individual’s perceptions of observed events, in personal interactions, and in the selection of appropriate responses in social situation. Determines what is acceptable or unacceptable, important or unimportant, right or wrong, workable or unworkable. Encompasses all learned and shared, explicit or tacit, assumptions, beliefs, knowledge, norms, and values, as well as attitudes, behavior, dress, and language. Manifests itself in learned behavior, as individuals grow up and gradually come to understand what their culture demands of them. Recognizes that culture not only predisposes individual toward certain behavior but eliminates other behavior. Culture directly influences what people will do and what
  14. 14. ContinuedManifestations Of CultureCultural differences manifest themselves in different ways and differing levels of depth. Symbols represent the most superficial and values the deepest manifestations of culture, with heroes Symbols and rituals in between. Symbols are Heroes words, gestures, pictures, or objects that carry a particular meaning which is only Rituals recognized by those who share a particular culture. Values Heroes are persons, past or present, real or fictitious, who possess characteristics that are highly prized in a culture. Rituals are collective activities, sometimes superfluous in reaching desired objectives, but are considered as socially essential.
  15. 15. Continued Layers of Culture National Level Corporate Regional Level Level Layers Social Gender Class Level Level Generatio n Level
  16. 16. ContinuedLayers of Culture The national level: Associated with the nation as a whole. The regional level: Associated with ethnic, linguistic, or religious differences that exist within a nation. The gender level: Associated with gender differences (female vs. male) The generation level: Associated with the differences between grandparents and parents, parents and children. The social class level: Associated with educational opportunities and differences in occupation. The corporate level: Associated with the particular culture of an organization. Applicable to those who are employed.
  17. 17. Md. Moben Ahmed ID No: 526
  18. 18. Culture across Countries Cultural Grouping (Scandinavian, Latin American) Multicultural High (European, Japan, India) vs. Low-Context Culture (India, China, Russia, USA) (USA, Australia, Newzeland) Varieties of Cultures
  19. 19. ContinuedHigh-context cultures (Most European, Japan, India) are relational, collectivist, intuitive and contemplative According to Edward T. Hall, these cultures are collectivist, preferring group harmony and consensus to individual achievement .” High-context communication tends to be more indirect and more formal. Flowery language, humility, and elaborate apologies are typical.
  20. 20. Continued
  21. 21. Continued
  22. 22. Continued
  23. 23. Comparison between High & Low Context CultureHigh Context Culture Low Context CultureIndirect and implicit messages Direct, simple and clear messagesPolychromic MonochromicHigh use of non-verbal communication Low use of non-verbal communicationLow reliance on written communication High reliance on written communicationUse intuition and feelings to make Rely on facts and evidence fordecisions decisionsLong-term relationships Short-term relationshipsRelationships are more important than Schedules are more important thanschedules relationshipsStrong distinction between in-group Flexible and openand out-group
  24. 24. Md. Al Amin ID No: 419
  25. 25. Definition of Silent Language The Silent Language is a translation not from one language to another, but from a series of complex, nonverbal, contexting communications into words. The silent language is one of the great paradoxes of culture It isnt just that people "talk" to each other without the use of words, but that there is an entire universe of behavior that is unexplored, unexamined, and very much taken for granted. It functions outside conscious awareness and in juxtaposition to words.
  26. 26. Example People of the Western world, particularly Americans, tend to think of time as something fixed in nature, something around us and from which we cannot escape/ an ever-present part of the environment, just like the air we breathe. That it might be experienced in any other way seems unnatural and strange, a feeling which is rarely modified even when we begin to discover how really differently it is handled by some other people. Within the West itself certain cultures rank time much lower in over-all importance than we do. In Latin America, time is treated rather cavalierly. In Mexico one commonly hears the expression, "Our time or
  27. 27. Silent Language Example
  28. 28. Continued
  29. 29. Five Patterns Of Silent Language Space Agreement Across Material Culture Silent Language Friendship Possessio Pattern ns
  30. 30. Continued Space: Distance between two people conversing. In the Middle East men maintain an intimate distance, often too close for comfort for western people. Material Possessions: Always speak about volumes about one’s station in life, particularly where social hierarchic are well developed so that people learn what to look for. The emphasis on well-known brands in Asian markets, for example, reflects a need to clearly identify one’s position with signals other people readily understand. Friendship Patterns: Friendship patterns are not only reflective of your own cultural upbringing but also involve questions of trust and responsibility. Agreement Across Culture: Agreement across culture are also interpreted differently Perceptions of Time: Perceptions of time vary considerably
  31. 31. Chowdhury Omor Faruque ID No: 377
  32. 32. Self Referencing As globalization of world  Self referencing is a process rapidly changes, today’s by which we form judgments global managers, whose about others.It involves company operates in many judging others behavior parts of world, face many against our past experiences challenges in securing their and our own conception of business interests in other self. countries.  It is common that after selling When a business decides to a product or service enter the foreign market there successfully many firms are a several factors that a assume that the product or company should take into service will, without consideration before deciding adaptation, also be successful to expand their product or in foreign markets. service into foreign market. Therefore, one of the primary Among these factors are the barriers to global cultural differences the marketing, particularly for
  33. 33. Illustrations Of SRC in Different Culture  To demonstrate effects of  Monochronic cultures tend to Self Reference Criterion we value precise scheduling and can simply consider doing one thing at a time, misunderstandings or conflicts can happen between people of different  whereas in polychromic cultures as the meaning of cultures promptness valued time, the attitudes towards less and multiple task can be the other people can be done simultaneously. perceived different in different cultures  Space is perceived differently across different cultures.  According Perner, there are different perspectives exist in  Symbol has different meaning different cultures on several in different culture. For issues such as: example, white is seen as symbol purity in US, but it is symbol of a death in China.
  34. 34. The Effects of SRC on Decision Making The ethnocentrism and Self Reference Criterion can influence an assessment of appropriateness of a product’s domestically designed marketing mix for a foreign market. However, the influence of both Self Reference Criterion and the ethnocentrism can be controlled effectively simply by recognizing their effects on our behaviors. It is crucial to have greater awareness of the need to be sensitive to differences and to ask questions and identify cultural values before doing business in another country. The case of Disneyland proved that how Self Reference Criterion can make all efforts worthless if appropriate actions not taken. When they have opened their business in France, they faced a tremendous problem and lost billions of dollars. This was big mistake made by Disneyland stemming from reliance on their Self Reference Criterion in making decision.
  35. 35. How to Isolate SRC when Entering Into GlobalMarketsFour Point ApproachA) Define the problem or goal in terms of home country traits, habits and normsB) Define the problem or goal in terms of foreign culture traits, habits and normsC) Isolate the Self Reference Criterion influence in the problem and examine it carefully to see how it complicates patternD) Redefine the problem without the Self Reference Criterion influence and solve for the foreign market situationConcluding In summarizing, it is clear that adverse effects of Self Reference Criterion can be prevented and turned into benefits by being aware of cultural differences and recognizing the importance of those differences.
  36. 36. Thank youFor Being with Us

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