3. Topic Covers
Meaning of culture
Components
Characteristics
functions
Types of culture
FOPM BBA 3rd
4. Meaning
•Culture may be defined as the “personality of
a society”. It is broad and all pervasive in
nature, inclusive of language, customs and
traditions, norms and laws, religion, art and
music, etc.
FOPM BBA 3rd
6. Characteristics of Culture
Culture is invented
•Ideological component
•Technological component
•Consumer component
Culture is leaned
Culture is shared
Culture satisfies needs
Culture is not static
FOPM BBA 3rd
7. Functions of Culture (Individual)
FOPM BBA 3rd
Importance to the
individual
Distinguishes
man from animal
Provides solution
for complicated
situations
Provides
traditional
interpretation to
certain situations
Shapes
personality
8. Functions of Culture (Group)
FOPM BBA 3rd
Importance
for the group
Keeps social
relationship
intact
Given a new
vision to the
individual
Creates new
needs
9. Types of Culture
FOPM BBA 3rd
Consumer culture
Mass culture
• CAMPPI
Low culture
Popular culture
Folk culture
• A CARAT
Global culture
12. Cross-cultural consumer analysis
•Cross Culture Marketing
•Objectives of cross cultural marketing
•Area of Research for Cross Cultural Analysis
•Cross- cultural marketing mishaps
FOPM BBA 3rd
13. Cross Culture Marketing
•Cross-cultural marketing is the strategic
process of marketing to consumers whose
culture is different from that of the marketer's
own culture.
•Cross-cultural marketing involves advertising
to people in specific cultures as well as
appealing to personal interests across
cultures.
FOPM BBA 3rd
14. Objectives
•To determine how consumers in two or more
societies are similar and devise suitable
strategy.
•To formulate marketing strategy if cultural
beliefs, values and customs of a specific
country are different.
FOPM BBA 3rd
15. Area of Research for Cross Cultural
Analysis
FOPM BBA 3rd
Language Differences
Differences in market segmentation
Differences in criteria for evaluating products and
services
Differences in consumption pattern of consumers and
perceived benefits of products and services
Differences in economic and cultural, social condition
and family structure.
16. Cross- cultural marketing Mishaps
FOPM BBA 3rd
‘Translation’
blunder
Coca-
Cola
China
‘Sounds
likes’
blunder
Clairol Germany
‘Celebrity
endorsement’
blunder
FIAT China
‘Appropriateness’
blunder P&G Japan
‘Countries-
branding-
customs’
blunder
Gerber Africa
17. Cultural Variations & Non-verbal
Communication
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Use of time
Use of
space
Friendship
Agreements Things Symbols
Etiquette
18. Time
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Monochronic culture Polychronic culture
Do one thing at a time. Do many things at once.
Concentrate on the job. Highly distractible and subject to
interruption.
Take deadlines and schedules
seriously.
Consider deadlines and
schedules secondary.
Committed to job Committed to people and
relationships.
Adhere religiously to plans Change plan often and easily
Emphasize promptness Base promptness on
relationship
Accustomed to short term
relationships.
Prefer long term relationships
19. Space
•Space may be related to prestige rather than
the need. The higher the office, the bigger the
office space and so on.
FOPM BBA 3rd
