Transcript 核心价值

Chapter 3
Social and Cultural
Environments
Introduction
“This can happen to anyone, anywhere, at
anytime if you don’t understand other people’s
culture.”
Finn Hansen
Hansen, head of international operations at Arla
Foods, referring to the boycott of Danish products by
Muslims and the political debacle that followed the
publication of images of the prophet Mohammed in a
Danish newspaper.
4-2
“Ideally, as an international company we would
like to think of ourselves as having one culture.
But a company cannot transcend the cultures
of nations. There are complex differences
between East and West. We have had to
accept and understand these differences.
American companies doing business in China
must learn about and understand Chinese
culture. The same applies to the Chinese when
they do business overseas.”
Yang Yuanqing, Chairman, Lenovo Group
4-3
McGraw-Hill/Irwin
Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved.
Objectives
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
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Outline
Understanding Culture and its Impact on
Marketing
Definitions
Cultural Elements
Cultural Impact
National Culture Frameworks
High-And Low-Context Cultures
Hofstede’s Cultural Typology
The Self-Reference Criterion and Perception
Diffusion Theory
4-5
Society and Culture
Culture – ways of living, built up by a group
of human beings, that are transmitted from
one generation to another
“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.– subculture p68
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Social Institutions
Family
Education
Religion
Government
Business
These institutions function to reinforce
cultural norms
4-7
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)
4-8
Material and Nonmaterial Culture
Physical component
or physical culture
Clothing
Tools
Decorative art
Body adornment
Homes
Cultural Iceberg
4-9
Material and Nonmaterial Culture
Subjective or
abstract culture
Religion
Perceptions
Attitudes
Beliefs
Values
Cultural Iceberg
4-10
Very significant point - pay close attention
4-11
Attitudes, Beliefs and Values
Belief - an organized pattern of
knowledge that an individual
holds to be true about the
world
Attitudes - learned tendency to
respond in a consistent way to
a given object or entity
Value - enduring belief or
feeling that a specific mode of
conduct is personally or
socially preferable to another
mode of conduct
E.g., Belief: The western
aversion to the number 13 or
refusing to walk under a ladder
Belief
Value
Attitude
Behavior
4-12
Religion
The world’s major
religions include
Buddhism,
Hinduism, Islam,
Judaism, and
Christianity and are
an important source
of beliefs, attitudes,
and values.
Buddhism
Atheism
Confucianism
Islam
Daoism
Christianity
4-13
Religious tenets教义, practices惯例,
holidays, and history impact global
marketing activities.
Hindus do not eat beef
Muslims boycott of American brands:
Mecca-Cola
Yum Brands promoted KFC in conjunction
with religious observances. (Ramada斋月)
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Religion
Marketing in an Islamic Framework*
Elements
A. Unity. (Concept of Centrality,
oneness of God, harmony in
life.)
B. Legitimacy. (Fair dealings,
reasonable level of profits.)
C. Zakat. (2.5% per annum
compulsory tax binding on all
classified as “not poor.”
Implications for Marketing
Product standardization, mass media techniques, central
balance, unity in advertising copy and layout, strong brand
loyalties, a smaller evoked set size, loyalty to company,
opportunities for brand extension strategies.
Less formal product warranties, need for institutional
advertising and/or advocacy advertising, especially by
foreign firms, and a switch from profit-maximizing to a
profit-satisficing strategy.
Use of “excessive” profits, if any, for charitable acts;
corporate donations for charity, institutional advertising.
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Aesthetics p69
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
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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.
4-17
Culture
Red
Yellow
Green
Blue
Europe and
North
America
Danger
Caution
Cowardice
Japan
Anger
Danger
Grace
Nobility
Childish
gaiety
Future
Youth
Energy
Villainy道德
败坏
China
Joy
Celebration
Power
Honor
Royalty
No special
association
No special
association
Arabic
countries
No special
association
Happiness
prosperity
Fertility
virtue
Strength
Faith 4-18
Safety
Masculinity
Growth and Sweetness
rebirth
calm
Dietary Preferences p71
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.
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Dietary Preferences
Would you eat…..
Reindeer (Finland)
Rabbit (France)
Rice, soup, and grilled fish for breakfast
(Japan)
Kimchi - Korea
Blood sausage (Germany)
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Language and Communication
Syntax-rules of sentence formation 句法学
Semantics-system of meaning 语义学
Phonology-system of sound patterns 语音体系
Morphology-word formation 词态学
Never give an umbrella to a Chinese
businessperson. Umbrella sounds like “to
break into pieces or fall apart ” and would
be taken as a sign that you want the
business to fail!
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Language and Communication
Colgate高露洁 is a Spanish command
that means ‘go hang yourself’
Technology implications for Text
messages
8282 means ‘hurry up’ (Korea)
7170 means ‘close friend’ (Korea)
4 5683 968 means ‘I Love You’ (Korea)
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Language and Communication
Speaking English
Around the Globe
There are more people
who speak English as a
foreign language than
native speakers
85% of European teens
study English
Sony, Nokia, Matsushita
require managers to
speak English
Nonverbal
Communication
Westerners tend to be
verbal, Asians value
nonverbal communication
In Japan, bowing has
many nuances
In the Mideast,
Westerners should not
show the soles of shoes
or pass documents with
the left hand
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Cultural Influences on Buyer Behavior
Cultural Forces
Religion, History,
Family, Language,
Arts/Entertainment,
Education
Cultural Messages
Symbols, Morals
Rules of
Behavior,
Knowledge
Consumer
Decision Process
Selecting and
Prioritizing Wants
for Goods and
Services
Behavior
4-24
Controversy Surrounding
“McDonaldization of
culture”
“Eating is at the heart of most
cultures and for many it is
something on which much time,
attention and money are lavished. In
attempting to alter the way people
eat, McDonaldization poses a
profound threat to the entire cultural
complex of many societies” George Ritzer
Protest against the opening
of McDonald’s in Rome led
to the establishment of the
Slow Food movement
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Global Consumer Culture
Global consumer cultures are emerging
Persons who share meaningful sets of consumptionrelated symbols
Pub culture, coffee culture, fast-food culture, credit
card culture
Primarily the product of a technologically
interconnected world
Internet
Satellite TV
Cell phones
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Cultural Impact on Marketing
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
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‘National character’
assumes that each country
has its own character;. 民
族性
People from a given nation
share common behavioral
patterns that are distinct from
other nations
Perceptions of national
character are often based on
indirect experience
• American, Spanish, British,
Germans, Italians, French,
Swedes, Japanese, Jews ,
Chinese character?
1. Integrity, courage,
honesty, and
patriotism;
2. Shrewd, proud, vain,
and jealous;
3. Intelligent, fair, and
industrious but rude;
4. Lack humour;
5. Excitable;
6. introverted
4-28
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
4-29
High- and Low- Context Cultures
Factor/Dimension
High Context
Low Context
Lawyers
Less Important
Very Important
A person’s word
Is his/her bond
Is not reliable – get it in
writing
Responsibility for
Organizational
error
Taken by highest level
Pushed to the lowest level
Space
People breathe on
each other
Private space maintained
Time
Polychronic
Monochronic
Competitive
Bidding
Infrequent
Common
4-30
Hofstede’s Cultural Typology
Power Distance
Individualism / Collectivism
Masculinity
Uncertainty Avoidance
Long-term Orientation
4-31
4-32
Hofstede’s Cultural Typology Re.p85
Individualism 个人主义/ Collectivism集体主义
Small vs. Large Power Distance权利差距
Masculinity男权主义 vs. Feminine女权主义
Weak vs. Strong Uncertainty Avoidance
不确定性回避(western pattern: search for truth
ambiguity, implicit or definitude明确, explicit)
Long-term vs. Short-term Orientation (Asian
pattern: search for virtue: )
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The Impact of American Culture
on Management Style
“Master of destiny” viewpoint
Emphasizes the need to select the bestqualified persons for jobs
Wide sharing in decision making
free flow of information to all levels
frankness of expression in the evaluation of
business opinions
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权威指数（Power Distance index），该指数侧重于衡
量这个国家或社会人与人之间的平等程度，具体表现
在威权和弱权上：
威权/集权社会（High Power Distance）China, India
核心价值：尊崇地位
核心区别：强权/依附
关键元素: 集权
弱/微权社会（Low Power Distance）U.S, Sweden
核心价值：人人平等
核心区别：是否对某事/某人负责
4-35
关键元素: 分权
Extreme of Power Orientation
Power Tolerance
In the
family
At school
Power Respect
Children encouraged to
have a will of their own
Children educated
toward obedience to
parents
Parent treated as equals
Parents treated as
superiors
Student-centered
education (initiative)
Teacher-centered
education (order)
Learning represents
impersonal truth
Learning represents
personal “wisdom”
from teacher
Workplace Hierarchy means an
inequality of roles.
Subordinates expect to be
consulted
Hierarchy means
existential inequality.
Subordinates expect to
be told what to do 4-36
Authority and Decision Making
Influencers of the authority structure of
business: P79
. Insights into the dynamics between superiors and
subordinates
high PDI prefer centralization
Sole ownership of subsidiaries vs. joint ventures
Three typical authority patterns:
Top-level management decisions
Decentralized decisions
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P79-81
性别角色权利（Gender role），侧重于社会里面性别角色在
事业、控制和权利方面的程度，具体表现在男权和女权上：
男权主义（Masculinity）
核心价值：好胜assertive, competitive, and concerned with
material success, egoistic
核心区别：男人/女人
关键元素: 获取物质财富成功是主导价值
女权主义（Femininity）
核心价值：关爱他人 neither gender exhibiting overly
ambitious or competitive behavior
核心区别：关爱/被关爱altruistic
关键元素: 关爱弱者和积蓄是主导价值
4-38
Time is money. Aggressive behavior of self and others is accepted. Deviant
异常的persons and ideas are dangerous; Nationalism is pervasive. Younger
people are suspect. There is great concern with security in life. There is a
need for written rules and regulations.

p79不确定性指数，该指数侧重于区分该社会对于含蓄和不确定性因素的
接受和容忍程度，分为明确和不明确，不确定性指数越低说明说明越明确
，说明国家不容忍不确定性，通过明确立法、规范制度从而减少风险，反
之说明这个社会容忍暧昧、含蓄，制度的空间伸缩性很大。Germany,
Japan
低不确定性/排斥（Uncertainty Avoidance）
核心价值：明确
核心区别：对/错
Time
is free. Aggressive behavior is frowned upon. Deviation偏离 is not considered
threatening;
positive feelings toward younger people are seen.
关键元素: More
存在偏差是危险的
There
more willingness
to take
risks in life.guarantees
brandisloyalty,
warranties,
money-back
The accent is on relativism, empiricism经验主义. There should be as few rules as
possible.
不明确/兼容（Uncertainty Tolerance）U.S, China
核心价值：摸索、探寻
核心区别：是否紧急或是否要紧
关键元素: 差异带来好奇
4-39
Weak unavoidance:
The uncertainty inherent in life is more easily accepted and each
day is taken as it comes.
Ease and lower stress are experienced.
Time is free. Hard work, as such, is not a virtue. Aggressive
behavior is frowned upon.
Less showing of emotions is preferred. Conflict and competition
can be contained on the level of fair play and used
constructively.
More acceptance of dissent异议 is entailed. Deviation偏离 is not
considered threatening;
greater tolerance is shown. The ambiance is one of less nationalism.
More positive feelings toward younger people are seen.
There is more willingness to take risks in life.
The accent is on relativism, empiricism经验主义. There should
be as few rules as possible.
If rules cannot be kept, we should change them. Belief is placed
in generalists通才，知识渊博者 and common sense.
4-40
This Dimension indicates a society's time
perspective and an attitude of persevering;
that is, overcoming obstacles with time, if
not with will and strength.

对时间的态度，侧重于区分该社会对于目标的长期投
入或短期投入，具体表现在长远规划和短期规划上面
：
长远规划（Long-Term Orientation）
核心价值：长远利益
核心区别：服务于目标/不投入
关键元素: 节俭和储蓄是良好的价值观
短期规划（Short-Term Orientation）
P79: building a relationship takes precedence over
transacting the deal.
核心价值：爱面子
核心区别：正确与否
关键元素: 期望马上获得短期成效
4-41
Dimensions of Culture
Hofstede’s Five Dimension
Social orientation (Individualism vs. Collectivism)
Power orientation (Power respect vs. Power Tolerance)
Uncertainty Orientation (Acceptance vs. Avoidance)
masculinity/femininity
Time Orientation (Long-term vs. short-term outlook)
Asian countries tend to have high uncertainty avoidance and low
masculinity.
Western countries tend to have low uncertainty avoidance and
high masculinity.
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Application of Hofstede Study
How can we use the Hofstede’s cultural
dimensions in marketing ?
Differences in product usage and buying
motives ( product, promotion) are
correlated with four of Hofstede’s
dimensions.
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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
4-44
The Adoption Process
The mental stages through which an individual
passes from the time of his or her first knowledge of
an innovation创新产品 to the time of product
adoption or purchase
Awareness
Interest
Evaluation
Trial
Adoption
Describe your
adoption process
Of Iphone:
In the first stage
You become aware
…
4-45
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
4-46
Categories of Adopters
Classifications of individuals within a market on
the basis of their innovativeness.
Five categories
Innovators领先采用者
Early Adopters早期采用者
Early majority早期多数采用者
Late majority晚期多数采用者
Laggards 滞后采用者
Reasons for normal distribution of adopter
categories : interaction effect ( word –of-mouth)
Implications for the marketing manager
4-47
Categories of Adopters
4-48
Tada and Jain’s research has important
marketing implications
Faster rates of diffusion would be found in
Asia than in the U.S
Adoption would proceed more quickly in
markets where innovations were
introduced relatively late.
4-49
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
Insert iStockphoto
#33343464, The Market,
Produce Shopping
(shows a woman in a
decision-making situation)
4-50
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
4-51
Environmental Sensitivity
4-52
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
4-53
Implication for marketing
A useful approach to determine whether
products must be adapted to the needs of
various markets, and to what degree.
The greater the environmental sensitivity,
the greater the need for product
adaptation.
4-54
Social and Cultural Environments:
Impact on Marketing Industrial
Products
Low levels of environmental sensitivity p95
Computer chips
High levels of environmental sensitivity
Turbine涡轮 generators ( variations in country
voltage requirements require some adaptation)
4-55
Social and Cultural Environment: Impacts
on marketing Consumer Products
Consumer products are more sensitive to
cultural difference.
Culture is a driving force
Culture is a restraining force
Culture is a restraint that may be
overcome.
The penetration of the U.S. beverage market
by bottled water producers.
4-56