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Chapter 12 Cultural and CrossCultural Influences McGraw-Hill/Irwin Copyright © 2005 by The McGraw-Hill Companies, Inc. All rights reserved. What is Culture? • The meanings that are shared by most people in a social group • In a broad sense, cultural meanings include – Common affective reactions – Typical cognitions – Characteristic patterns of behavior 12-3 What is Culture? cont. • Several issue to consider when analyzing culture – Cultural meanings can be analyzed at different levels • • • • • Macro Subcultures Social classes Reference groups Family influences 12-4 What is Culture? cont. – The concept of shared or common meaning is critical to understanding culture • Need to consider cultural meaning at a macro social level – A meaning is cultural if many people in a social group share the same basic meaning 12-5 What is Culture? cont. – Cultural meanings are created by people • Construction of cultural meanings is more obvious at the level of smaller groups – Cultural meanings are constantly in motion and can be subject to rapid changes – Social groups differ in the amount of freedom people have to adopt and use certain cultural meanings 12-6 The Content of Culture • The content of culture includes – The beliefs, attitudes, goals, and values held by most people in a society – The meaning of characteristic behaviors, rules, customs, and norms that most people follow 12-7 The Content of Culture cont. – The meaning of significant aspects of the social and physical environment, including • Major social institutions in a society • Typical physical objects used by people in a society • The goal of cultural analysis is to understand the cultural meanings of these concepts from the point of view of the consumers who create and use them 12-8 The Content of Culture cont. • Behaviors can have important cultural meanings • Aspects of the social environment can have rich cultural meanings • Marketing strategies may have shared cultural meanings 12-9 The Content of Culture cont. • Marketers need to understand the cultural meanings of their products and brands • Measuring the content of culture – Content analysis – Ethnographic fieldwork – Measures of values • The core values of American culture – Abstract end goals that people strive to achieve in their lives 12-10 The Content of Culture cont. 12-11 The Content of Culture cont. • Changing values in America – Can create problems for marketers – Can create new marketing opportunities – Usually accompanied by changes in behavior 12-12 Culture as a Process • Model of the cultural process in a highly developed consumer society 12-13 Culture as a Process cont. • Cultural meaning is present in three locations – Social and physical environments – Products and services – Individual consumers 12-14 Culture as a Process cont. • The cultural process describes how this cultural meaning is moved about or transferred between these locations by the actions of organizations and by individuals in the society 12-15 Culture as a Process cont. • Two ways that meaning is transferred in a consumption-oriented society – Marketing strategies are designed to move cultural meanings from the physical and social environments into products and services in an attempt to make them attractive to consumers – Consumers actively seek to acquire these cultural meanings in products in order to establish a desirable personal identity or selfconcept 12-16 Culture as a Process cont. • Moving cultural meanings into products – Advertising • Symbols – Pricing strategies – Design strategies – Distribution strategies 12-17 Culture as a Process cont. • Cultural meanings in products – Products, stores, and brands express cultural or symbolic meaning – Cultural meanings of products are likely to vary across different societies 12-18 Culture as a Process cont. – Some cultural meanings in products are obvious to anyone who is familiar with that culture, but other meanings are hidden – Many products contain personal meaning in addition to cultural meanings 12-19 Culture as a Process cont. • Moving cultural meanings from products into consumers – Rituals are symbolic actions performed by consumers to create, affirm, evoke, or revise certain cultural meanings • Acquisition rituals • Bargaining rituals 12-20 Culture as a Process cont. • Possession rituals – Product nurturing rituals – Personalizing rituals • Exchange rituals • Grooming rituals • Divestment rituals 12-21 Culture as a Process cont. • Cultural meanings in consumers – Consumers buy products as a way to acquire cultural meanings to use in establishing their self-identities – Americans have a lot of freedom to create different selves through their choices of lifestyle, environments, and products 12-22 Culture as a Process cont. – Goods cannot provide all the meanings that consumers need to construct healthy selfconcepts – Many people consumer products in an attempt to acquire important life meanings – Most people have favorite possessions that are filled with very important, self-relevant meanings 12-23 Culture as a Process cont. • Moving meanings to the cultural environment – Meanings in consumers can be transferred to the broad cultural environment through people’s social behavior – Cultural process is portrayed as a continuous and reciprocal movement of meaning between the overall cultural environment, organizations, and individuals in the society 12-24 Culture as a Process cont. • Marketing implications – Managing cultural meaning – Using celebrity endorsers in ads • Helping consumers obtain cultural meanings 12-25 Cross-Cultural Influences • Cross-cultural differences – Consumption culture – Self-concept – Similar cross-cultural changes – Materialism – Marketing implications 12-26 Cross-Cultural Influences cont. • Developing international marketing strategies – Adapting strategy to culture – Standardizing strategy across cultures • Global marketing – Changing the culture • Marketing implications 12-27 Summary • Examined influences of culture and crosscultural factors on consumers’ affective responses and cognitions, behaviors, and the physical and social environment • Defined culture • Discussed how marketers can study the content of culture 12-28 Summary cont. • Identified several important values and lifestyle trends in American culture • Drew some implications for marketing strategies • Presented a model of the cultural process by which cultural meaning is moved between different locations 12-29 Summary cont. • Examined the influences of cross-cultural differences on consumers • Discussed how marketers might use this knowledge to develop effective international marketing strategies 12-30