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What is Culture???
The ideas, customs, and social
behavior of a particular people or
society
Personality
Personality is the individual’s
unique personal set of mental
programs that he/she does not
share with any other human
being.
Culture
Culture is what members
of a group have in
common. “It is the glue
that binds groups
together” (De Mooij)
 Marketing is to earn Profits from satisfaction of
human Needs and Wants
 To Understand and Influence consumer’s wants and
needs, we must understand their culture
Cultural
Forces
Religion, Family,
Education,
Language
Cultural
Messages
Symbols, Morals,
Rules of
behaviors,
Knowledge
Consumer
Decision
Process
Selecting and
prioritizing
wants for goods
and services
BEHAVIER
 The organization needs to make sure that their
products and services are not offensive, unlawful or
distasteful to the local nation. This includes
marketing promotion and branding
E.g.- Alcoholic Beverages are Banned in Saudi Arabia
Showing Respect for local religious traditions is an
Important Part of Cultural Sensitivity
• Has emphasized hard work, thrift and simple
lifestyle
• The Credit Card is a Such a Vital Part
• In Christmas , retailers have their Largest sale
Marketing and
Western
Religions
• Important Cultural Force not only in the
middle east but in Asia and Africa
• 20% of World Population
• Bank rules , rules on food consumption and
personal cleanliness
Marketing and
Islam
• Asia is the major Market today for many
international firms
• Respects local beliefs and social impacts
Marketing and
Eastern
Religions
 Many factors influence purchasing. A consumer's
family is one of the most significant factors because
a family helps shape an individual's attitudes and
behaviors
 Nuclear families
Household sizes down in U.S. and Europe
 Extended families
More important in developing world
The importance of the Chinese clan
 Male-female roles
House cleaning in Japan
 It shapes people’s outlooks, desires and
motivations.
 Affects: The consumer level and the employee level
 Less literacy – Different communication options –
More challenge
Time is seen in a particularly different light by
Eastern and Western cultures, and even within these
groupings assumes quite dissimilar aspects from
country to country
 Geert Hofstede developed a four-dimensional
framework by which measure several key attitudes
of culture
* POWER DISTANCE
society accept that power is distributed unevenly
* INDIVIDUALISM- COLLECTIVISM
* MASCULINITY-FEMINITY
* UNCERTAINTY AVOIDANCE
 Knowing the language of a society can become the
key to understanding its culture
E.g. – French are sensitive about their language as an
embodiment of their culture and seek to protect it
from outside influence
 Some countries have more than one official
Language
E.g. – India has 19 , South Africa has 11
 Forms of Address
Different languages represent different ways of
interacting
 The Context of Language
it Can Indicate total agreement
E.g. – Yes in Asia and America
 Body Language
This is Important as understanding Verbal language
Body Language Including
Touching , Making Arms and Hand Gestures
 Showing Emotions
Cultures Vary in their communication style is the
degree to which they exhibit emotions
 Translating and Translations
but it is almost impossible translate a given
meaning accurately (translation Problems)
SO WHICH LANGUAGE TO LEARN ???
ADAPTING TO CULTURAL DIFFRENCES
(IS IMPORTANT)
Cultural and social forces

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Cultural and social forces

  • 1. What is Culture??? The ideas, customs, and social behavior of a particular people or society
  • 2. Personality Personality is the individual’s unique personal set of mental programs that he/she does not share with any other human being. Culture Culture is what members of a group have in common. “It is the glue that binds groups together” (De Mooij)
  • 3.  Marketing is to earn Profits from satisfaction of human Needs and Wants  To Understand and Influence consumer’s wants and needs, we must understand their culture Cultural Forces Religion, Family, Education, Language Cultural Messages Symbols, Morals, Rules of behaviors, Knowledge Consumer Decision Process Selecting and prioritizing wants for goods and services BEHAVIER
  • 4.  The organization needs to make sure that their products and services are not offensive, unlawful or distasteful to the local nation. This includes marketing promotion and branding E.g.- Alcoholic Beverages are Banned in Saudi Arabia Showing Respect for local religious traditions is an Important Part of Cultural Sensitivity
  • 5. • Has emphasized hard work, thrift and simple lifestyle • The Credit Card is a Such a Vital Part • In Christmas , retailers have their Largest sale Marketing and Western Religions • Important Cultural Force not only in the middle east but in Asia and Africa • 20% of World Population • Bank rules , rules on food consumption and personal cleanliness Marketing and Islam • Asia is the major Market today for many international firms • Respects local beliefs and social impacts Marketing and Eastern Religions
  • 6.  Many factors influence purchasing. A consumer's family is one of the most significant factors because a family helps shape an individual's attitudes and behaviors  Nuclear families Household sizes down in U.S. and Europe  Extended families More important in developing world The importance of the Chinese clan  Male-female roles House cleaning in Japan
  • 7.  It shapes people’s outlooks, desires and motivations.  Affects: The consumer level and the employee level  Less literacy – Different communication options – More challenge
  • 8. Time is seen in a particularly different light by Eastern and Western cultures, and even within these groupings assumes quite dissimilar aspects from country to country
  • 9.  Geert Hofstede developed a four-dimensional framework by which measure several key attitudes of culture * POWER DISTANCE society accept that power is distributed unevenly * INDIVIDUALISM- COLLECTIVISM * MASCULINITY-FEMINITY * UNCERTAINTY AVOIDANCE
  • 10.  Knowing the language of a society can become the key to understanding its culture E.g. – French are sensitive about their language as an embodiment of their culture and seek to protect it from outside influence  Some countries have more than one official Language E.g. – India has 19 , South Africa has 11
  • 11.  Forms of Address Different languages represent different ways of interacting  The Context of Language it Can Indicate total agreement E.g. – Yes in Asia and America
  • 12.  Body Language This is Important as understanding Verbal language Body Language Including Touching , Making Arms and Hand Gestures  Showing Emotions Cultures Vary in their communication style is the degree to which they exhibit emotions
  • 13.  Translating and Translations but it is almost impossible translate a given meaning accurately (translation Problems) SO WHICH LANGUAGE TO LEARN ??? ADAPTING TO CULTURAL DIFFRENCES (IS IMPORTANT)