This document discusses the cultural dynamics of international marketing. It begins by defining culture as the values, ideas, and inherited habits shared by people within a society. Marketers must understand cultural knowledge, including factual knowledge about a culture as well as interpretive knowledge to appreciate cultural nuances. The document then examines various elements of culture, such as material culture, social institutions, education levels, belief systems, aesthetics, and language. It explores how marketers must study a culture when entering an established versus new market. The challenges of cultural borrowing, resistance to change, and consequences of innovations are also summarized. Throughout, the document emphasizes that marketers must have cultural sensitivity and act as students of culture.

2. THE CULTURAL DYNAMICS
OF
INTERNATIONAL
MARKETING

3. INTRODUCTION

4. NEED is spontaneous
and important.
WANT is not
spontaneous but to
satisfy desire over
necessity.

5. CULTURE

6. 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.

7. Result of Culture
MARKET

8. MARKETERS
Are constantly
adjusting efforts
to the cultural
demands of the
market
People who see
the opportunity to
buy and sell.

9. Factual Knowledge
Interpretive Knowledge
CULTURAL
KNOWLEDGE

10. Usually obvious and must be learned.
Straightforward fact about a culture
Different meanings of colours and traits and
tastes.
FACTUAL
KNOWLEDGE

12. 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

13. TIME
COLOR and RACE

14. Being attuned to the nuances of culture, new
culture can be viewed objectively, evaluated
and appreciated.
CULTURAL
SENSITIVITY

15. ELEMENTS OF
CULTURE

16. Material
Culture
Technology
Economics

17. Social
Organizations
Political
Structures
SOCIAL INSTITUTIONS

18. Literacy Rate
Role and Levels
EDUCATION

20. Belief
Systems
Religion
Superstition
Power
Structure

21. AESTHETICS
Graphic Arts
Plastic Arts

22. VICKS
=
WICKS

23. Usage of Foreign
Language
Spoken vs Written
Language
LANGUAGE

24. “ You will eat
it, eat it, eat it
because of
the delicious,
delicious,
delicious taste
of 555”

25. “ mapapa-ulit-
ulit-ulit ka!!!
sa sarap-sarap-
sarap ng
555!!!”

26. Product-established market=
>STUDY OF CULTURE vs Product-
new market=<CULTURE STUDY
ANALYSIS OF THE
ELEMENTS

27. Is a responsible effort to
borrow helpful cultural ways in
an effort to find better
solutions to the society.
CULTURAL
BORROWING

28. 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

29. .
CULTURAL
SIMILARITIES:
AN ILLUSION

30. UNITED STATES VS GREAT BRITAIN

31. Some products when introduced
are easily accepted but some
are not because of culture.
RESISTANCE TO
CHANGE

33. A plan in introducing something
new to the culture in a
calculated way to overcome
resistance.
PLANNED CULTURAL
CHANGE

34. 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

36. “A SUCCESFUL MARKETER MUST
BE A STUDENT OF CULTURE”
- Geert Hofstede

37. A Presentation by
CARLO MIGUEL A. NARBONETA