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An Introduction to
CROSS-CULTURAL
MARKETING
AND ADVERTISING
Cultural approach to
international marketing I.
 A cross-cultural view, comparing
national marketing systems.
 An intercultural view, centering on
the interaction between people of
different cultures.
 How culture influences consumer
behaviour, marketing strategies,
branding and one of the most visible
aspect of marketing – advertising?
Cultural approach to
international marketing II.
 Marketing and advertising will only be
successful if the values of consumers
match the values of the product or
brand, which means that strategies
successful in one culture can be
extended only to other cultures with
similar relevant values.
 Marieke de Mooij: Global Marketing and
Advertising. Understanding Cultural Paradoxes
Definition of culture
 the sum of the ―values, rituals, symbols,
beliefs, and thought processes that are
learned, shared by a group of people,
and transmitted from generation to
generation‖.
 ―Software of the mind‖ culture is a guide
for humans on how to think and behave;
it is a problem-solving tool. (Hofstede)
Culture
 refers to ―the human-made part of human
environment—the sum total of knowledge,
beliefs, art, morals, laws, customs, and any
other capabilities and habits acquired by
humans as members of society‖.
 Culture influences all marketing activities.
 A successful marketer must be a student of
culture.
Origins of culture I.
 Geography, which includes climate,
topography, flora, fauna, and microbiology,
influences our social institutions.
 The impact of specific events in history can
be seen reflected in technology, social
institutions, cultural values, and even
consumer behavior.
Origins of culture I.
 Influence of the political economy on social
institutions and cultural values and ways of
thinking (20th century: fascism,
communism, and democracy).
 Technology that is changing our life.
 Social institutions including family, religion,
school, the media, government, and
corporations all affect culture.
Elements of Culture
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Cultural values
Rituals
Symbols
Beliefs and thought processes
Cultural values
 Individualism/Collective Index (IDV), which
focuses on self-orientation
 Power Distance Index (PDI), which focuses
on authority orientation
 Uncertainty Avoidance Index (UAI), which
focuses on risk orientation
 Masculinity/Femininity Index (MAS), which
focuses on assertiveness and achievement
 Hofstede
Rituals and symbols
 Rituals are patterns of behavior and
interaction that are learned and repeated
vary from country to country.
 Language as Symbols: the ―languages‖ of
time, space, things, friendships, and
agreements.
Beliefs and thought processes
 Beliefs, which stem from religious training,
vary from culture to culture.
 Style of thinking.
Ethnocentrism
 Ethnocentrism refers to the notion that one’s own
culture or company knows best how to do things.
 Both the Self-reference criterion and ethnocentrism
impede the ability to assess a foreign market in its
true light.
 Reactions to meanings, values, symbols, and
behaviour relevant to our own culture are different
from those of foreign.
 Relying on one’s SRC could produce an unsuccessful
marketing program.
Avoiding the Self Reference
Criterion
 Define the business problem or goal in home-country
cultural traits, habits, or norms
 Define the business problem or goal in foreign-country
cultural traits, habits, or norms. Make no value
judgments
 Isolate the SRC Influence in the problem and examine
it carefully to see how it complicates the problem
 Redefine the problem without the SRC influence and
solve for the optimum business goal situation.
Marketing orientation
 Domestic marketing – ethnocentric.
 Multi-domestic marketing – polycentric.
 Global marketing – regio/geocentric.
Impact of culture on marketing I.
 Market research – equivalence and
methods in cross-national surveys.
 Consumer behaviour – consumers’
values, attitudes and decisionmaking.
 Marketing strategies – global versus
customised strategies.
 Product policy – adaptation versus
standardisation of product attributes.
Impact of culture on marketing II.
 Branding – country-of-origin image.
 Price policy – bargaining rituals,
price-quality evaluations.
 Distribution – channel style and
services.
 Communication – language, media
and communication styles.
 Advertising – context and content.