Global marketers must study and understand the cultures of countries where they do business to avoid viewing those cultures through the lens of their own cultural values. Culture is comprised of both physical and nonphysical aspects like customs, religion, and attitudes that are shaped by social institutions and differ across societies. When marketing globally, firms must consider how cultural factors like context, values, aesthetics, language, and traditions can impact whether consumers adopt innovations.
Perilaku Konsumen Lintas Budaya
Arti Penting Menjadi Multinasional (Go International)
Analisis Perilaku Konsumen Lintas Budaya
Alternatif Strategi Multinasional
Segmentasi psikografis Lintas Budaya
Perilaku Konsumen Lintas Budaya
Arti Penting Menjadi Multinasional (Go International)
Analisis Perilaku Konsumen Lintas Budaya
Alternatif Strategi Multinasional
Segmentasi psikografis Lintas Budaya
INFLUENCE OF CULTURE ON CONSUMER BEHAVIOUR
3. WHAT IS CULTURE?
4. BELIEFS AND VALUES:
5. WHAT IS CONSUMER BEHAVIOUR?
6. THE INVISIBLE HAND OF CULTURE
7. Culture exists at different subjective levels:
8. CULTURE SATISFIES NEEDS
10. HOW IS CULTURE LEARNED?
11. How Culture Is Learned
12. ACQUISITION OF CULTURE
13. LANGUAGE AND SYMBOLS:
15. RITUALS:
16. SHARING OF CULTURE
18. CULTURE IS DYNAMIC
20. Mythology
21. THE MEASUREMENT OF CULTURE:
25. Value Measurement Survey Instruments:
27. CONCLUSION
29. REFERENCES:
CONSUMER BEHAVIOUR – NINTH EDITION
WRITTEN BY: LEON G. SCHIFFMAN
LESLIE LAZAR KANUK
COURSE LEARNING OUTCOME :
Explain the concept of cultural diversity and workplace diversity in tourism and hospitality industry
Discuss about the management and issues of cultural diversity in tourism and hospitality industry
Study the impact on cultural diversity in tourism and hospitality industry
CULTURAL DIVERSITY IN TOURISM & HOSPITALITY
•Globalization and internationalization is current trends.
•It makes people moving work and live with people with diverse backgrounds.
•Cultural diversity also can create conflict.
•In hospitality industry, has great dimension of cultural diversity from staff, guest and tourist.
CULTURAL DIVERSITY IN TOURISM & HOSPITALITY PEOPLE TRAVEL AROUND THE WORLD
Advanced of computer technology efficient communication system Transportation (budget – high class) Easy to book accommodation.
CULTURAL DIVERSITY IN TOURISM & HOSPITALITY
Tourism and hospitality organizations will work in very complex multicultural tourism environment.
•They must understand the perception of culture and the role of national culture and how impact to tourist behavior.
•The organization responsible to reduce gap of cultural distance in workplace.
5 EXAMPLES OF COMPANIES WITH FANTASTIC CULTURES
ZAPPOS
• Cultural fit interview
• Shoes that it sells online
• Zappos hires according to cultural fit first and foremost
• New employees are offered $2,000 to quit after the first week of training if they decide the job isn’t for them.
• This promotes the culture and happy employees, which ultimately leads to happy customers.
2. WARBY PARKER
• Has been making and selling prescription glasses online since 2010
• Designs its own glasses, and sells directly to customers, cutting out the middleman and keeping prices low.
• “Culture crushes,” - means that team have a positive culture is on the forefront, setting up fun lunches, events and programs • Make sure the entire team works well together by insisting everyone helps keep break areas clean or sending random employees out to lunch together.
TWITTER
• Culture- workers rave
• Rooftop meetings, friendly coworkers and a team-oriented environment
• Employees of twitter can also expect free meals at the san francisco headquarters,
• Along with yoga classes and unlimited vacations for some
• Twitter team decided that san francisco was to remain the place they call home, and moved into office space at 1355 market street, market square.
4. GOOGLE
•Free meals,
•Employee trips and parties,
•Financial bonuses,
• Open presentations by high-level executives,
•Gyms,
• A dog-friendly environment and so on.
Google office at London headquarters in Victoria
Google at Tokyo, Japan
AIR ASIA
• Air Asia is a huge company with a lot of employees
• Tony Fernandes, he wanted a company where people can pursue their dreams
• They advise openness and want people to be creative and passionate about what they do
• Employees can communicate directly with tony and
This topic introduces the cultural diversity in tourism and hospitality industry. it also discusses the types of culture and the advantages of cultural diversity in the hospitality industry.
Local and Global Communication in Multicultural Settings - Purposive Communic...Nathaniel Aliguyon
Globalization impacts communication in various ways and degrees. Also, communication varries depending on the cultural setting. English, as a medium of communication, has been evolving into more nativized varieties of the language.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
INFLUENCE OF CULTURE ON CONSUMER BEHAVIOUR
3. WHAT IS CULTURE?
4. BELIEFS AND VALUES:
5. WHAT IS CONSUMER BEHAVIOUR?
6. THE INVISIBLE HAND OF CULTURE
7. Culture exists at different subjective levels:
8. CULTURE SATISFIES NEEDS
10. HOW IS CULTURE LEARNED?
11. How Culture Is Learned
12. ACQUISITION OF CULTURE
13. LANGUAGE AND SYMBOLS:
15. RITUALS:
16. SHARING OF CULTURE
18. CULTURE IS DYNAMIC
20. Mythology
21. THE MEASUREMENT OF CULTURE:
25. Value Measurement Survey Instruments:
27. CONCLUSION
29. REFERENCES:
CONSUMER BEHAVIOUR – NINTH EDITION
WRITTEN BY: LEON G. SCHIFFMAN
LESLIE LAZAR KANUK
COURSE LEARNING OUTCOME :
Explain the concept of cultural diversity and workplace diversity in tourism and hospitality industry
Discuss about the management and issues of cultural diversity in tourism and hospitality industry
Study the impact on cultural diversity in tourism and hospitality industry
CULTURAL DIVERSITY IN TOURISM & HOSPITALITY
•Globalization and internationalization is current trends.
•It makes people moving work and live with people with diverse backgrounds.
•Cultural diversity also can create conflict.
•In hospitality industry, has great dimension of cultural diversity from staff, guest and tourist.
CULTURAL DIVERSITY IN TOURISM & HOSPITALITY PEOPLE TRAVEL AROUND THE WORLD
Advanced of computer technology efficient communication system Transportation (budget – high class) Easy to book accommodation.
CULTURAL DIVERSITY IN TOURISM & HOSPITALITY
Tourism and hospitality organizations will work in very complex multicultural tourism environment.
•They must understand the perception of culture and the role of national culture and how impact to tourist behavior.
•The organization responsible to reduce gap of cultural distance in workplace.
5 EXAMPLES OF COMPANIES WITH FANTASTIC CULTURES
ZAPPOS
• Cultural fit interview
• Shoes that it sells online
• Zappos hires according to cultural fit first and foremost
• New employees are offered $2,000 to quit after the first week of training if they decide the job isn’t for them.
• This promotes the culture and happy employees, which ultimately leads to happy customers.
2. WARBY PARKER
• Has been making and selling prescription glasses online since 2010
• Designs its own glasses, and sells directly to customers, cutting out the middleman and keeping prices low.
• “Culture crushes,” - means that team have a positive culture is on the forefront, setting up fun lunches, events and programs • Make sure the entire team works well together by insisting everyone helps keep break areas clean or sending random employees out to lunch together.
TWITTER
• Culture- workers rave
• Rooftop meetings, friendly coworkers and a team-oriented environment
• Employees of twitter can also expect free meals at the san francisco headquarters,
• Along with yoga classes and unlimited vacations for some
• Twitter team decided that san francisco was to remain the place they call home, and moved into office space at 1355 market street, market square.
4. GOOGLE
•Free meals,
•Employee trips and parties,
•Financial bonuses,
• Open presentations by high-level executives,
•Gyms,
• A dog-friendly environment and so on.
Google office at London headquarters in Victoria
Google at Tokyo, Japan
AIR ASIA
• Air Asia is a huge company with a lot of employees
• Tony Fernandes, he wanted a company where people can pursue their dreams
• They advise openness and want people to be creative and passionate about what they do
• Employees can communicate directly with tony and
This topic introduces the cultural diversity in tourism and hospitality industry. it also discusses the types of culture and the advantages of cultural diversity in the hospitality industry.
Local and Global Communication in Multicultural Settings - Purposive Communic...Nathaniel Aliguyon
Globalization impacts communication in various ways and degrees. Also, communication varries depending on the cultural setting. English, as a medium of communication, has been evolving into more nativized varieties of the language.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Is AI-Generated Content the Future of Content Creation?Cut-the-SaaS
Discover the transformative power of AI in content creation with our presentation, "Is AI-Generated Content the Future of Content Creation?" by Puran Parsani, CEO & Editor of Cut-The-SaaS. Learn how AI-generated content is revolutionizing marketing, publishing, education, healthcare, and finance by offering unprecedented efficiency, creativity, and scalability.
Understanding
AI-Generated Content:
AI-generated content includes text, images, videos, and audio produced by AI without direct human involvement. This technology leverages large datasets to create contextually relevant and coherent material, streamlining content production.
Key Benefits:
Content Creation: Rapidly generate high-quality content for blogs, articles, and social media.
Brainstorming: AI simulates conversations to inspire creative ideas.
Research Assistance: Efficiently summarize and research information.
Market Insights:
The content marketing industry is projected to grow to $17.6 billion by 2032, with AI-generated content expected to dominate over 55% of the market.
Case Study: CNET’s AI Content Controversy:
CNET’s use of AI for news articles led to public scrutiny due to factual inaccuracies, highlighting the need for transparency and human oversight.
Benefits Across Industries:
Marketing: Personalize content at scale and optimize engagement with predictive analytics.
Publishing: Automate content creation for faster publication cycles.
Education: Efficiently generate educational materials.
Healthcare: Create accurate content for patients and professionals.
Finance: Produce timely financial content for decision-making.
Challenges and Ethical Considerations:
Transparency: Disclose AI use to maintain trust.
Bias: Address potential AI biases with diverse datasets.
SEO: Ensure AI content meets SEO standards.
Quality: Maintain high standards to prevent misinformation.
Conclusion:
AI-generated content offers significant benefits in efficiency, personalization, and scalability. However, ethical considerations and quality assurance are crucial for responsible use. Explore the future of content creation with us and see how AI is transforming various industries.
Connect with Us:
Follow Cut-The-SaaS on LinkedIn, Instagram, YouTube, Twitter, and Medium. Visit cut-the-saas.com for more insights and resources.
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
Coca Cola Branding Strategy and strategic marketing plan
keegan_gm7_stppt_04.ppt
1. Global
Marketing
Warren J. Keegan Mark C. Green
Social & Cultural
Environments
Chapter 4
Copyright 2013, Pearson Education Inc., Publishing as Prentice-Hall
2. Introduction
This chapter includes:
• Society, Culture, and Consumer
Culture
• Hall’s Theory
• Hofstede’s Cultural Typology
• Ethnocentricity and
Self-Reference Criterion
• Maslow’s Hierarchy
• Diffusion Theory
African Village
Copyright 2013, Pearson Education Inc., Publishing as Prentice-Hall
3. Task of Global Marketers
• Study and understand the cultures of countries in
which they will be doing business
• Understand how an unconscious reference to
their own cultural values, or self-reference
criterion, may influence their perception of the
market
• Incorporate this understanding into the
marketing planning process
Copyright 2013, Pearson Education Inc., Publishing as Prentice-Hall
4. Society, Culture and
Global Consumer Culture
• Culture–ways of living, built up by a group of human
beings, that are transmitted from one generation to
another
• Culture has both conscious and unconscious values,
ideas, attitudes, and symbols
• Culture is acted out in social institutions
• Culture is both physical (clothing and tools) and
nonphysical (religion, attitudes, beliefs, and values)
Copyright 2013, Pearson Education Inc., Publishing as Prentice-Hall
5. Social Institutions
• Family
• Education
• Religion
• Government
• Business
These institutions
function to reinforce cultural norms
Copyright 2013, Pearson Education Inc., Publishing as Prentice-Hall
6. Material and
Nonmaterial Culture
Physical Culture
– Clothing
– Tools
– Decorative
art
– Body
adornment
– Homes
Abstract Culture
– Religion
– Perceptions
– Attitudes
– Beliefs
– Values
Copyright 2013, Pearson Education Inc., Publishing as Prentice-Hall
7. Society, Culture, and
Global Consumer Culture
“Culture is the collective programming of the mind
that distinguishes the members of one category of
people from those of another.”
Geert Hofstede
A nation, an ethic group, a gender group, an
organization, or a family may be considered as a
category.
Copyright 2013, Pearson Education Inc., Publishing as Prentice-Hall
8. Society, Culture, and
Global Consumer Culture
• Global consumer cultures are emerging
– Persons who share meaningful sets of consumption-
related symbols
– Pub culture, coffee culture, fast-food culture, credit card
culture
• Primarily the product of a technologically
interconnected world
– Internet
– Satellite TV
– Cell phones
Copyright 2013, Pearson Education Inc., Publishing as Prentice-Hall
9. Attitudes, Beliefs, and Values
• Attitude–learned tendency to respond in a consistent
way to a given object or entity
• Belief–an organized pattern of knowledge that an
individual holds to be true about the world
• Value–enduring belief or feeling that a specific mode
of conduct is personally or socially preferable to
another mode of conduct
Copyright 2013, Pearson Education Inc., Publishing as Prentice-Hall
10. Religion
• The world’s major religions include Buddhism,
Christianity, Hinduism, Islam, and Judaism and are an
important source of beliefs, attitudes, and values.
• Religious tenets, practices, holidays, and history
impact global marketing activities.
Copyright 2013, Pearson Education Inc., Publishing as Prentice-Hall
11. Aesthetics
• The sense of what is
beautiful and what is
not beautiful
• What represents good
taste as opposed to
tastelessness or even
obscenity
• Visual–embodied in the
color or shape of a
product, label, or
package
• Styles–various degrees
of complexity, for
example, are perceived
differently around the
world
Copyright 2013, Pearson Education Inc., Publishing as Prentice-Hall
12. Aesthetics and Color
• Red–associated with blood, wine-making, activity,
heat, and vibrancy in many countries but is poorly
received in some African countries.
• White–identified with purity and cleanliness in the
West, with death in parts of Asia.
• Gray–means inexpensive in Japan and China, but
high quality and expensive in the U.S.
Copyright 2013, Pearson Education Inc., Publishing as Prentice-Hall
13. Dietary Preferences
• Domino’s Pizza pulled out of Italy because its
products were seen as “too American” with bold
tomato sauce and heavy toppings.
• Subway had to educate Indians about the benefits of
sandwiches because they do not normally eat bread.
Copyright 2013, Pearson Education Inc., Publishing as Prentice-Hall
14. Language and Communication
Linguistic Category Language Example
Syntax-rules of sentence
formation
English has relatively fixed word order;
Russian has relatively free word order.
Semantics-system of
meaning
Japanese words convey nuances of
feeling for which other languages lack
exact correlations; ‘yes’ and ‘no’ can
be interpreted differently than in other
languages.
Phonology-system of
sound patterns
Japanese does not distinguish between
the sounds ‘l’ and ‘r’; English and
Russian both have ‘l’ and ‘r’ sounds.
Morphology-word
formation
Russian is a highly inflected language,
with six different case endings for
nouns and adjectives; English has fewer
inflections.
Copyright 2013, Pearson Education Inc., Publishing as Prentice-Hall
15. Marketing’s Impact on Culture
• Universal aspects of the cultural environment
represent opportunities to standardize elements of a
marketing program
• Increasing travel and improved communications have
contributed to a convergence of tastes and
preferences in a number of product categories
Copyright 2013, Pearson Education Inc., Publishing as Prentice-Hall
16. High- and Low-Context Cultures
• High Context
– Information resides in
context
– Emphasis on
background, basic
values, societal status
– Less emphasis on legal
paperwork
– Focus on personal
reputation
Saudi Arabia, Japan
• Low Context
– Messages are explicit
and specific
– Words carry all
information
– Reliance on legal
paperwork
– Focus on non-personal
documentation of
credibility
Switzerland, U.S., Germany
Copyright 2013, Pearson Education Inc., Publishing as Prentice-Hall
18. Hofstede’s Cultural Typology
• Power Distance
• Individualism/Collectivism
• Masculinity
• Uncertainty Avoidance
• Long-term Orientation
Copyright 2013, Pearson Education Inc., Publishing as Prentice-Hall
19. Self-Reference Criterion
and Perception
• Unconscious reference to one’s own cultural values;
creates cultural myopia
• How to Reduce Cultural Myopia:
– Define the problem or goal in terms of home country
cultural traits
– Define the problem in terms of host-country cultural traits;
make no value judgments
– Isolate the SRC influence and examine it
– Redefine the problem without the SRC influence and solve
for the host country situation
Copyright 2013, Pearson Education Inc., Publishing as Prentice-Hall
20. Diffusion Theory:
The Adoption Process
The mental stages through which an individual passes from
the time of his or her first knowledge of an innovation to
the time of product adoption or purchase
• Awareness
• Interest
• Evaluation
• Trial
• Adoption
Copyright 2013, Pearson Education Inc., Publishing as Prentice-Hall
21. Diffusion Theory:
Characteristics of Innovations
• Innovation is something new; five factors that
affect the rate at which innovations are
adopted include:
– Relative advantage
– Compatibility
– Complexity
– Divisibility
– Communicability
Copyright 2013, Pearson Education Inc., Publishing as Prentice-Hall
23. Marketing Implications
• Cultural factors must be considered when
marketing consumer and industrial products
• Environmental sensitivity reflects the extent to
which products must be adapted to the
culture-specific needs of different national
markets
Copyright 2013, Pearson Education Inc., Publishing as Prentice-Hall
25. Environmental Sensitivity
• Independent of social class and income,
culture is a significant influence on
consumption and purchasing
• Food is the most culturally-sensitive category
of consumer goods
– Dehydrated Knorr Soups did not gain popularity in the U.S.
market that preferred canned soups
– Starbucks overcame cultural barriers in Great Britain and
had 466 outlets by 2005
Copyright 2013, Pearson Education Inc., Publishing as Prentice-Hall
26. Looking Ahead to Chapter 5
The Political, Legal, and Regulatory
Environments of Marketing
Copyright 2013, Pearson Education Inc., Publishing as Prentice-Hall