Cultural environment with notes
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Here are two advertising examples from the Cresta International Awards site analyzed through cultural concepts: Part 1: Cultural Differences Advertiser: Coca-Cola Country: United States Cultural Universals: The desire for refreshment/thirst-quenching beverages is a basic human need. Coca-Cola communicates refreshment through imagery of people enjoying the drink together outdoors on a hot day. This ad could likely work in Canada because refreshing beverages are universally desired, and Coca-Cola has successfully marketed this message across cultures for over a century. Canadians also enjoy socializing and spending time outdoors in the summer. Part 2: Nonverbal Communications Advertiser: Nissan
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Cultural environment with notes
- 1. “N e i t h e r t h e r i s k s o f g e t t i n g i t wr o n g , n o r t h e r e wa r d s o f g e t t i n g i t r i g h t , c a n e a s i l y b e o v e r s t a t e d .” S i mo n A n h o l t , A u t h o r , A n o t h e r On e B i t e s T h e Gr a s s CULTURAL ENVIRONMENT Concepts & Tools
- 2. The Cultural Environment Need to go beyond the traditional Demographics Psychographics Economic Political factors Etc. Consider the cultural environment in your marketing mix…
- 3. Concept of Culture Over 160 definitions of culture “a complex whole, which includes knowledge, beliefs, art, morals, law, custom and any other capabilities and habits acquired by individuals as members of a society” (E.B. Taylor, 1871) “integrated sum total of learned behavioral traits that are manifested and shared by members of society” (Adamson Hoebel, 1961) “learned, shared, compelling, interrelated set of symbols whose meaning provides a set of orientations for members of a society” (Terpstra & David, 1991)
- 4. Concept of Culture Differences that influence consumer needs wants methodsof satisfying them messages they are most likely to respond to Lots of examples of marketing blunders from ignoring the cultural environment
- 5. Concept of Culture What do the definitions have in common? Not inherent, but learned – where? Family Church Mass media School Proverbs Folktales Legends Art forms Shared by members of a group This allows communications between individuals within that culture All facets are interrelated
- 6. Concept of Culture Obstacles to understanding foreign cultures Self-reference criterion View things through “culturally tinted glasses” Often unconscious could lead to narrow mindedness Ethnocentrism Culturally centered; people place themselves at the centre of the universe evaluate others by the standards of their own culture believe that their culture is superior (our way is right/proper/normal and that culturally different people are wrong or inferior) Examples: Body Shop The Gap
- 7. Concept of Culture Subcultures Cultures within a culture Sometimes variations within a culture are greater than variations among cultures Understand subcultures so no illusion of “sameness” Understanding of subculture in one country may help to understand a similar subculture in a foreign market. (Example of Paris business woman)
- 8. Culture and Communications Verbal Communications Beyond learning a new language, look at issues of choosing product name selecting copy product packaging ad slogans messaging Need to communicate (suppliers, clients, employees) Culture and communication are linked cannot understand a culture without understanding the language, and cannot fully understand the language outside its cultural context Culture both influences and is influenced by language
- 9. American English vs. British English American British American British Aisle Gangway Baby carriage Pram Bacon Gammon Checkers draughts Diaper Nappy Druggist Chemist Elevator Lift Flashlight Torch French fries Chips Lawyer Solicitor Line Queue Mailbox Pillar box Radio Wireless Second floor First floor Sidewalk Pavement Toilet w.c. Truck Lorry Two weeks Fortnight Underwear Smalls Vacation Holiday Even when the same language is spoken, marketers must be cautious.
- 10. Culture and Communications Verbal Communications Alsonote the differences in formality within a country‟s own language French:„tu‟ and „vous” vs. English „you‟ Japan even more complicated; level of formality depends on Gender Status of speaker Status of listener Context of conversation
- 11. Language and Context Context: The information that surrounds an event; bound up with the meaning of the event Low context cultures put a high value on words Bedirect, exact and unambiguous What is said is what is important, not how High context cultures consider the verbal communication only part of the message Reliance on contextual clues
- 12. Language And Context • Japanese ads evoke mood; less focus on product attributes • More direct or hard sell ads; oriented toward data
- 13. Language and Context Context and the impact on advertisers? Messages constructed in high context cultures might be difficult to interpret in low context cultures because they are too ambiguous
- 14. Culture And Communications Translations Translation errors have cost billions $$$ and damaged credibility Not only understand the language, but also the nuances and slang See examples in text Tools to help: Back translation may be one technique, but no guarantee Hire local employees Acknowledge that some things cannot be translated Be aware that reading and writing rules differ
- 15. Non Verbal Communications 70% of all communications within the same culture are non-verbal in nature What does non-verbal communication do? Sends messages about our feelings Elaborates on verbal messages Governs the timing and turn-taking of communicators Studies classify up to 24 different categories of behaviour Non verbal communications are not universal
- 16. Non Verbal Communications Gestures Movement of hands, fingers or arms Meaning of gestures shift from one culture to the next Example is the American hand symbol for “Okay” Cultural differences in the amount and size of gestures used during conversations Some cultures more animated
- 17. Non Verbal Communications Proxemics: space usage; study how humans use of space Invisible bubble that expands and contracts depending on the relationship to the person your emotional state the activity Four categories (guidelines only, space is also culture bound) Intimate 18” or less Personal 18”-4‟ Social 4‟-12‟ Public 12‟-25‟ Example: use of space for Americans vs. Japanese
- 18. Non Verbal Communications Time Symbolism: concept of time and its relative importance Evolution of 2 time systems Monochronic time (M-Time) Polychronic time (P-Time) Colours & Other Signs and Symbols Connotative meaning of colours, signs and symbols We unconsciously have colour connotations; may exist differently in other cultures The use of animals can also be problematic
- 19. Influence of Culture on Marketing & Advertising Religion, Morals & Ethical Standards An important determinant for social and business conduct are the religious and philosophical beliefs Religion Reflects the way the culture feels about work and the value they place on material goods 5 major religions in the world Religious traditions may forbid the sale or advertising of particular products Contrast Buddhist to Protestant belief of material goods Influences male/female roles Major holidays are also closely tied to religion Christmas, Ramadan
- 20. Influence of Culture on Marketing & Advertising Religion, Morals & Ethical Standards Morals Moral behaviour is also influenced by religion Expressions of affection Human nudity
- 21. Influence of Culture on Marketing & Advertising Expressions of Culture Symbols Words, gestures, objects Heroes Role models Rituals Collective activities Values Tendencies to prefer certain states/affairs
- 22. Values “An enduring belief that a specific code of conduct is personally and socially preferable” May be one of the most powerful explanations of and influences on consumer behaviour Examination of value system is valuable, but careful of the problems Many countries are multi-cultural; for example if we say that a particular value is characteristic of the US, that is not to say that each member of this society possess that value It can help to make broad statements regarding the value systems that tend to dominate a particular society
- 23. Influence of Culture on Consumers What does the culture of a society reflect? The kinds of products that are consumed When and how they are consumed By whom they are purchased How much is consumed
- 24. Influence of Culture on Consumers Why consumers buy? Look at needs that motivate purchase behaviour (Maslow) Difficult to understand in a domestic market, even more difficult in an international one We do know that needs that dominate are tied to the country‟s level of development What consumers buy? Consumption habits differ greatly from one market to another Some products sell around the globe; some don‟t! Example: Beef; Dryer activated fabric softeners
- 25. Influence of Culture on Consumers Who makes purchase decisions? Primary decision maker in the HH for which products? Example Japan vs. Fundamental Islamic Culture Contrast to the increasing number of Gen Y influencers in US How much consumers buy? The amount/quantity of product bought varies by culture too Contrast US to Europe
- 26. Influence of Culture on Consumers Cultural Universals There are commonalities Allshare basic biological similarities Desire for some products and lifestyles are universal While we may share the needs, the ways we address these needs vary from culture to culture We have to be careful that these aren‟t an „illusion‟ of similarity
- 27. Summary Many companies entering foreign markets do not have the resources for intensive assessment of the market In addition to comparing the foreign market with the firm‟s domestic market, must draw on all available tools possible to see how the marketing mix may need to be modified
- 28. Let‟s take a look at a couple of ads Cresta International Awards
- 29. Hybrid Week 3 Applying Some Cultural Concepts Visit Cresta International Advertising Awards site (www.cresta-awards.com) Part 1: Cultural Differences Identify 1 piece of creative from an international advertiser that you think falls into the cultural universal category (commonalities where people desire the same thing -- products, lifestyles, etc.) Name the advertiser Name the country where the ad appeared and Identify the specific cultural universals that apply. Briefly discuss how they communicate their advertising message. Do you think this ad could work in Canada? Why or why not? Part 2: Nonverbal Communications Find another advertising examples from the same site. Name the advertiser Name the country where the ad appeared Discuss the use of nonverbal communication. Consider the use of gestures, time, space usage, colours, signs, animals. Submit via the discussion board on the BlackBoard link by noon, January 30th
Editor's Notes
- Week 3 – The cultural Environment
- Marketers must go beyond the traditional demographics, geographies, economic and political factors of a potential market, to determine if and how they might impact the marketing mixAttention needs to be paid to the cultural environmentCountries exhibit differences that influence consumers’ needs and wants, their methods of satisfying them and the messages that they are most likely to respond to.There are lots of examples of marketing blunders from ignoring the cultural environment
- All definitions has some things in common:Culture is learned, not inherent or innate. This learning takes place in institutions such as the family, church and school; also from less visible/formal instruction such as proverbs, folktales, legends, art forms, and of course the mass mediaCulture is shared by members of a group; it is this shared aspect that enables communications between individuals within that culture; and defines boundaries between different groupsAll aspects of culture are inter-related; if one aspect of culture is changed, other aspects will be influenced
- Obstacles to understanding foreign culture:Self-Reference CriterionWe tend to view culture through “culturally tinted glasses”; referred to as self-reference criterionOften this is an unconscious reference to one’s own cultural values, marketers operating abroad may behave in a culturally myopic fashion (e.g.: if we place a high value on education or cleanliness, we may assume that other cultures share these same values.)EthnocentrismCulturally centredPeoples tendency to place themselves at the centre of the universe and not only evaluate others by the standards of their own culture but also believe that their culture is superior to all othersAssumption that our way of doing this is right, proper and normal and that the ways of culturally different people are wrong or inferior.People in all cultures display this to some degreeE.g.: The Body Shop expansion into the US seemed to be failing primarily due to the senior managements ethnocentric assumptions that the company’s corporate identity strategy which promotes the virtues of environmentalism would be readily acceptedE.g.: Gap international growth down 20% possibly because their merchandising and marketing is effective in the US will be effective elsewhere. For example, tags in Japan are English and they greet their customers very casually seemingly too informal for the Japanese culture.Best defense again ethnocentrism is an awareness of it.
- SubculturesMust also be aware of cultures within a culture; sometimes variations within cultures are even greater than variations among cultures.An understanding of subcultures is essential because the failure to recognize distinctive subcultures, can lead to an illusion of sameness within a market that doesn’t exist.Also, understanding a sub culture in one country may help the marketer to understand a similar subculture in a foreign market. (Example, a Paris businesswoman may be more similar to a counterpart in US that to a French woman working in the vineyards.)
- Verbal CommunicationMany issues need to be addressed when entering the international market beyond learning the language to be able to speak to business leads, employees, suppliers, customers, etc.Must also look at the issue of choosing a brand name, selecting copy or text to be included on product packaging, developing advertising slogans and creating advertising messages.Culture and communication are linked – it is impossible to truly understand a culture without understanding the language spoken by its people; conversely, a language cannot be fully understood outside its cultural contextCulture both influences and is influenced by language5,000 different languages are spoken around the world; some spoken by millions, some by only several hundred.Chinese is the top spoken language, although the written language is uniform, the language has hundreds of different dialects.Multilingual societies constitute the majority of the world’s nations. Zaire has over 100 different tribal languages; in India over 200 languages’ and dialects are spokenDifferent languages = different culturesConsider Canada where we speak predominately either English or French. The differing linguistic groups have clashed on occasion.
- Is English a global language? To be designated global, a language needs to be present in every country in the world. English is the first language for about 340 million people mainly in the US, Canada, Britain, Ireland, Australia, New Zealand and South Africa. It is also considered a second language by over 375 million people in more than 70 countries; and in all the remaining countries, it is the foreign language that children are most likely to learn at school.Although language helps to define a cultural group, the same language can be spoken in a number of different countries; marketers must use caution when employing the same language in two or more markets.
- In English there is only one work for “you” – in French there is Tu and Vous\\More complicated in Japan; the level of formality for the Japanese language depends on the gender and status of the speaker and listener as well as the context of the conversationThe language of the seller is japan is much more deferential in Japan – the buyer is always placed in a superior status position
- Language and ContextLow context cultures put a high value on words; communications are encouraged to be direct, unambiguous and exact. What is important is what is said, not how it is said or the environment in which it is saidIn high context cultures, verbal communications is considered only part of the overall message; communicators rely much more heavily on contextual cues.Context is the information that surrounds an event and is bound up with the meaning of the event
- The elements that combine to produce a given meaning are event and context; they are in different proportions depending on culture.Can look at languages along a continuumImpact on advertisers: messages constructed by writers in high-context cultures might be difficult to interpret in a low context one because they are too ambiguous; they omit essential contextual references/materialAmerican marketers tend to be more oriented toward data, more logical and scientificJapanese marketers tend to be more intuitive, subjective and oriented toward communications and human relations.Ads created in these 2 environments differ dramaticallyJapanese ads contain fewer information cues; is less likely to focus on the product’s merits; the direct or hard sell that is so common in the US will leave Japanese consumers cold; comparative product selling is almost unheard of in Japan.Japanese ads evoke a mood, designed to appeal to emotions, produce good feelings and create a happy atmosphere (soft-sell)
- TranslationsErrors in translations of brand names, packaging, copy, ad messages, etc., have cost business millions of dollars and damaged their reputation and credibility.Not enough to be familiar with the language, but also understand the nuances, slang, idioms, etc.One technique is back-translation; one individual is responsible for the initial translation while another individual translates in back into the original language; a helpful tool, but no guaranteeHiring native speakers also another toolAcknowledge that some words and phrases simply cannot be translated.Must also be aware that writing and reading rules differ from culture to culture as well
- Non Verbal CommunicationEstimated that 70% of all communication between 2 individuals of the same culture is non-verbal in natureThis “silent language” can pose a problem for international marketersMany classification systems for non-verbal communications exist; some contain up to 24 different classifications.Most classification systems includeFacial expressionsEye contact and gazeBody movement (hand gestures and posture)TouchingSpace usageTime symbolismAppearance or dressColour symbolismSilenceNon-verbal methods of communication are no more universal that verbal methodsNon-verbal communications regular human interaction in several important ways (aka what does it do?):It sends messages about our attitudes and feelingsIt elaborates on our verbal messagesGoverns the timing and turn-taking between communicatorsWe will talk about 4 areas:
- Gestures:gestures refer to the movement of hands, fingers, or armsthe meaning of gestures shift from one culture to anotherAmerican “ok” gesture:France: zeroJapan & Korea: moneyGreece and Brazil: vulgarTunisia: “I’ll kill you”Gestures used in greeting also vary. Eg. The hand wave in the US is a common form of greeting; eg of Ronald McDonald statue with their hands raised in a friendly wave; Thai restaurants required to modify this (see pic) This is the first time that RM was modified to reflect a culture-specific gesture.Also cultural differences regarding the amount and size of gestures employed during conversationsSome cultures are quite animated vs. others that are more restrained (these cultures tend to put a high value on verbal communications and consider excessive gesturing to be overly emotional or irrational)
- Space Usage:Proxemics: how humans use spaceThink of an invisible bubble which expands or contracts depending on the relationship to those around you, your emotional state and the activity being performedFour categories of distance in human interactions:Intimate distance – body contact to about 18”; personal contact, comforting and protectingPersonal distance – 18” – 4’Social distance – 4’-12’; used by acquaintances and strangers in business and classroomsPublic distance – 12’ – 25’; recognition of others is not necessary or mandatory; the subtleness of voice, gesture, facial expressions are lostThis is only a guideline, since space is also culture boundContrast use of space for Americans versus Japanese:In japan, you stand and sit much closer togetherIn japan, use of space is different (execs work shoulder to shoulder with employees while in America they are isolated in large offices)Also implications for personal selling
- Time SymbolismA culture’s concept of time and relative importance it places on timeEvolution of 2 time systems:Monochronic (M-Time): paying attention and doing only one thing at a time; individuals on m-time constantly check watches, calendars, schedules, etc. worry about being prompt for appointmentsSchedules takes priority over everything else; treated as sacredThis is a learned product of culture; likely begin with the industrialized revolution in EnglandWestern cultures tend to be dominated by m-time.Polychronic time (P-time): the anti-thesis of M-TimeSimultaneous occurrence of many things; much greater involvement with peopleSchedules and agendas mean very little; appointments are often forgotten or rearrangedMiddle Eastern and Latin American cultures often exhibit P-Time behaviourColours & Other Signs and SymbolsInternational marketers may encounter problems with the connotative mean of colours and other signs and symbols since they also vary from one culture to anotherCannot take colour for granted; we may have experienced colour connotations all our lives and not even taken notice of it but these associations may exist differently in other culturesEven the use of animals can be problematic
- Religion, Morals & Ethical StandardsAn important determinant of social and business conduct are the religious and philosophic beliefs of a peopleThese influence role perceptions, behaviour patterns, codes of ethicsKnowledge of the moral and religious traditions of a country is essential to the international marketer’s understanding of why a consumer behaves the way they do.In terms of numbers, there are 5 major religions today:Buddhism\\Christianity\\Hinduism\\Islam\\ShintoIn some countries, references to God are taken very seriouslyIn Islam, it is highly inappropriate to use reference God, the Prophet’s name, Quran quotations or pictures of Islamic shrines on products or promotional materialsNike example of symbol on heel of shoe resembled the symbol for AllahReligion also reflects way the culture feels about work and they value they place on material goodsBuddhism believes that suffering is caused by the attachment to material possessions and selfish enjoyment; contract this to the Protestant belief that wealth is a measure of achievement.Religious traditions may also forbid altogether the sale or at least the advertising of various products; example, in Saudi Arabia, the sale of alcohol is outlawedReligion may also influence male/female roles which may impact marketing programs including the product to be promoted, to marketing research and creative expressionIn Middle East, women have a very secluded role; research may be very difficult; although the guidelines of the Quran may not be strictly followed by all Arabs, there are public expectations about modesty in women and advertisers are advised not to deviate from these public expectations.
- What is considered moral behaviour is also directly influenced by religionListerine example in Thailand/ male/female expression of affections inappropriateHuman nudity to be avoided at all costs for Muslims but in France and increasingly the US, hardly raises an eyebrowMajor holidays are also closely tied to religion – in Christian cultures, the ramp-up to Christmas; in the Muslim world he entire month of Ramadan is a religious holiday requiring Muslims to fast from dawn to dusk
- Expressions of Culture4 basic expressions of cultureSymbols: can be words, gestures, pictures and objects that carry a specific meaning recognized only by members of a particular culture (latest status symbols, newest fashion trend and the hippest hairstyles) New symbols quickly develop and old ones fade away. Often the symbols from one cultural group are adopted by another that is why they are shown on the outermost layerHeroes: persons that are dead or alive, real or imaginary, who possess characteristics prized in a particular culture; serve as models for members of a society. Can include political heroes, TV stars, cartoon characters, etc.Rituals: collective activities considered essential in a culture. Social and religious ceremonies, business and political meetings, sporting events, etc. are all considered rituals. Example is the ritualistic behaviour of football games in the US; tailgate parties, face painting, team coloursNote that practices intersects the above 3 – while they are visible to non-members of the culture, their culture meaning is invisible; the true meaning of practices lies in how they are interpreted by members of the culture.Values – lies at the core; they are broad tendencies to prefer certain states of affairs over others and typically embody contrasts (good vs. evil; beautiful vs. ugly. They are of critical importance the marketerThink of all of these like the layers of an onion; the suggestion is that symbols represent the most superficial and values the deepest manifestation of culture, with heroes and rituals falling in between
- VALUESMaya be one of the most powerful explanations of and influences on consumer behaviorDefined as an enduring belief that a specific mode of conduct is personally and socially preferable to an opposite mode of conduct.An examination of value systems is quite valuable to a marketer, but it is fraught with problems. Part of the problem is that many nations are multi-cultural; US for example is very heterogeneous – if we say that a particular value is characteristic of the US, it is not to say that each and every member of this society will possess that value. Values should be used to assist in identifying the primary differences among consumers in different societies; makes it possible to make broad statements regarding the value systems that tend to dominate in a particular society
- Influence of Culture on Consumer Behaviour: the culture of a society reflectsthe kinds of products that are consumedwhen and how they are consumedby whom they are purchasedhow much is consumed
- Why consumers buy?Why do consumers engage in consumption behaviour (difficult in a domestic market to answer this question, even more challenging in an international market.)Look at the needs that motivate purchase behaviour (Maslow hierarchy) As our fundamental “lower” needs are met, higher needs emerge. (Higher order needs include esteem (self-respect, prestige, success and achievement) then the need for self-actualization. This can be applied internationally in the sense that the needs that dominate a market are closely tied to that country’s level of development but need to be careful since this theory is based on western behaviour.What consumers buy?Consumption habits differ greatly from one market to anotherSome products sell successfully around the globe, while others face insurmountable challengesExample is the consumption of beef: Hindu culture eat no beef vs. the American culture that eat 100 lbs. per capita annually.Eg; dryer activated fabric softeners in EuropeLack of beer/wine in Euro-Disney
- Who makes purchase decisions?Who is the primary decision maker in the HH for which products?In Japan, it is the housewife that makes all the financial decisions for the HH vs. a fundamental Islamic culture where men undertake these decision.In the US, for an increasing number of product categories, children, teens and young adults are the primary decision makers (Generation Y is the 71 million American 8-25 year-olds who represent over $200 billion in spending power and influence a further $200-$400 billion of their parent’s money; plus they do not respond to traditional mediaHow much consumers buy?The amount or quantity varies by culture tooIn the US shoppers typically buy economy size products because they typically shop on a weekly basis; vs. Europe or Japan, where shopping is done almost daily because HH storage space is so limited
- Cultural UniversalsPay a lot of attention to differences, but there are commonalities across cultures that can bed to a marketers benefit. Modes of behaviours common to all cultures. We all share basic biological similarities and so have some common drivers. Must be cares that some of there characteristics are not an illusion of similarity. While we may share many needs, the ways we address them from culture to culture tends to differ.
- Tools for Understanding Cross-Cultural CommunicationsMany firms entering the foreign market, do not have the resources for intensive assessment of the market that might influence the marketing mixNeeds to draw on tools to compare the foreign market with the firms domestic market for the purpose of making promotional decisions.
- Visit the Cresta International site and have a look at the grand prize winners. Look for things that might be cultural universals? How might these play out differently in other cultures? Would there be elements about the ad that would/would not work in other cultures? What’s universally acceptable?