Copyright (c) 2009 John Wiley & Sons, Inc.
Chapter 4
Introduction
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Buyer behavior and consumer needs are largely driven by cultural norms. Global business means dealing with consumers, strategic partners, distributors, and competitors with different cultural mindsets. Within a given culture, consumption processes can include four stages: access, buying behavior, consumption characteristics, and disposal (Exhibit 4-1). Each of these stages is heavily influenced by the culture in which the consumer thrives.
Blunders of translation are common either direction (Exhibit 4-2) Back-translation can help avoid prob09 John Wiley & Sons, Inc.
Chapter 4
Exhibit 4-2: Notice to Guests
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Chapter 4
2. Elements of Culture
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Social Interaction (social interactions among people; nuclear family, extended family; reference groups) (Exhibit 4-3). Aesthetics (ideas and perceptions that a culture upholds in terms of beauty and good taste) (Exhibit 4-4). Religion (community’s set of beliefs relating to a reality that cannot be verified empirically) (Exhibit 4-5). Education (One of the major vehicles to channel from one generation to the next) (Exhibit 4-6). Value System (values shape people’s norms and standards) (Exhibit 4-7).
Copyright (c) 2009 John Wiley & Sons, Inc.
Chapter 4
Exhibit 4-1: The A-B-C-D Paradigm
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Copyright (c) 2009 John Wiley & Sons, Inc.
Chapter 4
1. Definition of Culture
Global Marketing Management, 5e
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Chapter 4 Global Cultural Environment and Buying Behavior
Copyright (c) 2009 John Wiley & Sons, Inc.
Chapter 4
Chapter Overview
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There are numerous definitions of culture. In this text, culture (in a business setting) is defined as being a learned, shared, compelling, interrelated set of symbols whose meanings provide a set of orientations for members of society. Cultures may be defined by national borders, especially when countries are isolated by natural barriers. Cultures contain subcultures that have little in common with one another.
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1. 2. 3. 4. 5. 6. 7. 8.
Definition of Culture Elements of Culture Cross-Cultural Comparisons Adapting to Cultures Cultures and the Marketing Mix Organizational Cultures Global Account Management (GAM) Global Customer Relationship Management (CRM)
Copyright (c) 2009 John Wiley & Sons, Inc. Chapter 4
2. Elements of Culture
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Culture consists of many interrelated components. Knowledge of a culture requires a deep understanding of its different parts. Following are the elements of culture: Material life (technologies that are used to produce, distribute, and consume goods and services) Language (language has two parts: the spoken and the silent language)