Transcript The Socio Cultural Environment

THE SOCIO CULTURAL
ENVIRONMENT
Definitions
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‘The homogeneity of characteristics that
separates one human group from another’
(Griffith, 2000)
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‘Includes everything that a group thinks,
says, does, & makes’ (Kohs, 1979)
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‘The collective programming of the mind’
(Hofstede & Bond, 1988)
So what is culture?
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“A collective frame of reference through which
a whole range of issues and problems are
resolved”
“A set of unwritten rules governing behaviour”
Conscious and unconscious values, ideas,
attitudes and symbols that shape human
behaviour
Culture is learnt – it is not innate
Culture defines the boundaries between
different groups
All facets of culture are interrelated
Importance of culture
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Culture is pervasive in all marketing
activities— in pricing, promotion, channels
of distribution, product, packaging, and
styling
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Understanding culture can determine
success or failure in international
marketing
Impact of Culture
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Companies usually “underestimate” the
impact of cultural difference as they move
non- domestically.
Tends to cause a “shock” effect which
companies take some time to recover from
It is symptomatic of the higher perceived risk
in going non domestic
Companies / Individuals vary in the degree to
which they are able and willing to assimilate a
new culture
Cultural Influences On Buyer
Behaviour
Adapted from: Jeannet & Hennesey (2002)
HSBC – UNDERSTANDING CULTURAL
DIFFERENCES
CULTURE COMPONENTS
1. Values
 We each have a core value system directing our
beliefs, ideas and/or opinions.
 Value is a fnx of Integrity separating it from
beliefs, opinion and ideas.
 A value (e.g. Truth, greed) is our compass to
which react.
 Societies have different shared values system
 What should companies do? Abandon their own
moral codes to fit others?
4 value Groupings:
 Ethics (good - bad, virtue - vice, moral immoral - amoral, right – wrong)
 Aesthetics (beautiful, ugly)
 Doctrinal (political, ideological, religious,
social beliefs)
 Innate (reproduction and survival controversial category)
 Your value system = ordered and prioritised
set of values usually directed by the ethical
and doctrinal groups relevant to you or your
society.
2. Norms/Customs
A norm (social norm) is a ‘rule’ that is socially
enforced - Social sanctioning distinguishes norms
from meaning and values.
Customs – modes of behaviour that are culturally
approved or acceptable ways of behaving in a
particular situation – Christmas, Ramadan etc …
Mores - Moral norms - define what is right &
wrong in your culture, what is desired &
what is not etc
Breaking norms is a threat to social order &
are
sanctioned e.g. murder,rape.
3. Beliefs
The large number of mental and verbal
processes that reflect our knowledge and
assessment of products and services
INTERNATIONAL MARKETING
 Differences
in languages can alter Global
promotional activities
 Importance of reference groups, roles, status
the family
 We learn through our family – what does
family mean in countries – how is family life
arranged in different cultures?
 Some cultures the family is extended several
generations (China) while in others it is
typified by the immediate family. In some
countries family is more permanent in others
it can be varied (Gay and Lesbian couples,
divorced parents etc)
 Advertising
abroad think of:
the cultural values underpinning society.
 Is there a majority religion
 collectivist or individualist society? Is it family
orientated? Is it hierarchical?
 What is the dominant political or economic
ideology?
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 E.G.
Rebelliousness themes or disrespectful
themes for authority should be avoided in
family orientated societies.
ADVERTISING GAFFS
Pepsi’s Pokemon promotion in Saudi Arabia had
to be scrapped - rulers declared that trading
Pokemon cards amounted to gambling which is
illegal in the kingdom.
 Christmas Granny Gift Gaff
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Found distinct
differences in the type of
toys demanded in their
international markets.
US kids preferred TV &
movie endorsed
products, Japanese kids
preferred electronic
toys, South East Asian
Kids preferred
educational toys, and
EU children preferred
traditional toys
CHARACTERISTICS OF CULTURE
It is learned – language functions allow us to
interact with each other, learn what behaviours
reward and what punishes, to negotiate, and to
avid conflict
 It is interrelated – i.e. one part of our culture is
connected with another – religion and marriage
 It is shared
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COUNTRY OF ORIGIN EFFECT
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Scotch whiskey is sold all over the world but drank
for different reasons. The communication of image is
essential across cultures.
Scotch whiskey plays on status
UK – this status is underplayed
Italy – Macho image – ad’s of a man with a woman on
his arm
Japan aspirations are frowned upon so Ad’s will show
groups and majorities
USING CULTURE TO SELL
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http://www.kerrygold.co
m/usa/culture.html
At Kerrygold, we're
proud to be part of
Ireland's culinary
revival. In turn, we try
to bring a bit of the old
and the new into each
one of our products. The
links here in Irish
Culture explore some of
the Irish traditions that
have shaped the way
Kerrygold cheeses and
butters are enjoyed and
remembered.
HIGH AND LOW CONTEXT CULTURES
(EDWARD T HALL 1960)
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Low Context Cultures: rely on spoken word and
written language for meaning. Meaning is encoded
expecting that the receiver will successfully decode
the message and understand it
Explicit and specific
Words carry most of the communication
High- Context Cultures: use and interpret more of the
elements surrounding the message to enhance and
develop understanding – i.e. social importance,
personal knowledge pertaining to the person, social
setting etc..
Less information is verbal
Strong bonds between people
Culture slower to change
A French executive would be offended if a
stranger address him by his first name.
 The "thumbs up" signal in Australia is impolite.
 Frankness by Americans gives Japanese the
impression that Americans are undisciplined
 ‘No’ in Japan is a ‘no no’! They will say anything
but no – even walk away – which could be
frustrating to a Westener
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High & Low Context Cultures
Eg.
High context
Low context
A person’s word Is his bond
Get it in writing
Org error
Taken by top
Space
People breathe
on each other
Lengthy
Blamed on
bottom
Need personal
space
Fast
Negotiations
Time
Lawyers
Polychronic –
Monochronic –
things take time time is money
Not important
Crucial
COLOURS AND NUMBERS DON’T
TRANSLATE WELL ACROSS CULTURES
Colours – red lucky in China, Black Unlucky in
Japan, green special colour in Islam
 Many hotels in the west do not have the number
13 or a 13th floor. Nippon Airways in Japan do
not have the seat numbers 4 or 9
 Images – women in underwear and swinwear is
comon in advertising in the west but would be
extremely offensive in the Middle East
 Cadbury’s – UK & Taiwan
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Components of culture
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Values & attitudes
Religion
Aesthetics
Language & communication
Education & social organisations
Laws & politics
Technology & material culture
Components of Culture:
1. Language
THERE ARE MORE CHINESE PEOPLE
LEARNING HOW TO SPEAK ENGLISH
THAN THERE ARE ENGLISH
SPEAKERS IN THE WORLD!
4 Roles of Language in
International Marketing
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Information Gathering & evaluation efforts –
local manager
Language = access to local society –
translation of promotional material
Company communications – channel
members, employees, promotional material
Language assists contextual interpretations
In China: KFC’s slogan: “Finger lickin’ good” came
out as “Eat your fingers off”
 Also in China: Coca-Cola had thousands of signs
made using the translation: “Ke-kou-ke-la”
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Depending on the dialect this means . . .
 “Bite the wax tadpole,” or
 “Female horse stuffed with wax”
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In Taiwan: Pepsi’s slogan, “Come alive with the Pepsi
generation” came out as “Pepsi will bring your
ancestors back from the dead”
In Italy, a campaign for "Schweppes Tonic Water"
translated the name into the much less thirst
quenching "Schweppes Toilet Water".
 General Motors - the Chevy Nova in South America weren't selling many cars they realized that in
Spanish, "nova" means "it won't go“, car was renamed
the "Caribe."
 Ford - Pinto in Brazil – very poor sales - the company
realised that "Pinto" is Brazilian slang for "tiny male
genitals." Changed the name to "Corcel," which means
horse.
 Electrolux American campaign: "Nothing sucks like an
Electrolux"
 Clairol "Mist Stick," a curling iron, in Germany "mist" slang for manure.
 Coors slogan, "Turn It Loose," in Spanish became
"Suffer From Diarrhea."
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Language
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“I am English, so everything must be in
English”
Linguistic arrogance is based on an
accident of history!
English is (becoming) the “official”
language of business, technology and all
aspects of trade.
A knowledge of English is a positive
advantage in job progression!
Problems caused by language
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There is often no literal translation for a
specific word / or several meanings!
Unfortunate meanings in translation
Creates negative impressions of company if
there is wrong translation (look stupid!)
Expensive to train staff to be competent in
local language
Multitude of languages / dialects (India)
Getting lost in translation!
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“Because of the impropriety of entertaining
guests of the opposite sex in the bedroom,
it is suggested that the lobby be used for
this purpose”
The soft drink “Fresca” means lesbian in
Mexico!
For more see: www.engrish.com
Staff interface with
international languages
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There are FOUR broadly different approaches
to the problem:
Train expatriate staff to speak the language
Employ only locals who are both familiar with
the language and the culture
Insist on speaking English at all times, and
only use a translator when absolutely
necessary
Some combination of the above!
Non-Verbal Language
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Time – being ‘on time’ – high context cultures (mid
east, sth America) time not considered limited
resource
Space – Conversational Distance between people –
Arab & Latino countries like closeness – USA, UK
does not
Material Possessions – Relevance of material
possessions
Business Agreements – Rules of negotiations some countries a handshake is considered sufficient
– this makes westerners uncomfortable
Non verbal behaviour / Body
language
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Vital to get it right – wrong can cause great
offence!
Often very subtle, and difficult to learn
Match body language to verbal language
Varies dramatically by culture
Very important in business interactions
Very few universals!
Body Language
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Greeting conventions (handshake / bow /
kiss / hug / slap on back / body contact)
Facial / hand gestures and meanings
Physical proximity
Touching
Posture
Facial movements
Its not what you say, it’s the
way that you say it!
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Any message is communicated in THREE
ways:
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15% is communicated by what is said
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35% is communicated by the way it is said
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50% is communicated by body language
How to use your body to
communicate ideas
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Posture: Leaning, Head, Arms, Legs
Gestures
Facial Expressions
Gazing
Tone of voice
Proximity
Always match the message to the body language
How close can I stand to
somebody?
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It depends on cultural norms, but as a
rough guide:
Intimate: 15 – 48 cms (husband / wife)
Personal Distance: 45 – 120 cms
Social Distance: 120 – 350 cms
Public Distance: Over 350 cms.
Body Language 1: Positive
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Smile
Maintain an interested expression
Moderate eye contact
Varied volume, pitch and pace of voice
Open posture
Hands and arms support what is being said
Body Language 2: Negative /
Submissive / Inferior
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Wobbly voice
Slow and pre-meditated speech
Worried expression
Evasive / looking downward
Defensive arms / legs
Mouth covered with hand
Excessive distance
Body Language 3: Negative /
Aggressive / Superior
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Hard voice
Rapid speech
Extremes of expression
Excessive eye contact
Dominant Posture
Finger wagging / Jabbing
Invasion of personal space
Behavioural factors in
business conduct
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Time
Dress and Material possessions
Body Language
Space
Entertainment
Gifts
Business Cards
 E.g.
Presidents
Kennedy and Nasser
– Nasser is half
facing Kennedy with
his hand on
Kennedy's thigh.
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Manners & Customs
Must monitor changes in customs and manners
carefully
 Drakkar Noir – Sensuality & touch in Europe Vs
Saudi Arabia
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Technology & Material Culture
 4. Social Institutions – business, family,
political- in Latin America it’s common to
hire someone you know – as you can trust
them
 5. Education –transmitting values, skills,
attitudes etc
6. ASTHETICS
7. RELIGION
Christianity - 2.0 billion followers
 Islam - 1.2 billion followers
 Hinduism - 860 million followers
 Buddhism - 360 million followers
 Confucianism - 150 million followers
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Religion can affect marketing Strategy by:
 Holidays – Ramadan, Sunday, Christmas etc
 Consumption Patterns – Taboo’s –
Christianity – Friday, Lent, Hindus – Beef,
Muslims and Jews – Pork
 Muslim prayers (5 time a day)
 Roles of women
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Religion often traditionally defines the
framework of society and legal / ethical
system
Important to understand the depth to
which the religion is held – is the society
nominally secular or theocratic
Movement globally is toward polarisation
of the relationship between religion and
culture.
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Polaroid in Muslim Market
 The instant camera – poor lab facilities,
pictures without stranger seeing faces of wife 7
children
 Broken down the taboo’s of taking pictures
particularly of women’s faces
Material possessions / dress
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How is wealth / power indicated
Do you comment on possessions / polite
Admiration of possessions / price / cost
Dress codes
Formality / Informality / work / play
Power dressing to indicate position
Image dressing
Shared beliefs and Ethics:
Some examples
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Attitudes toward “new”, country of origin
effect, stereotyping, specific advertising
appeals
Universal appeals of kindness, love,
charity, affection, hope, resilience, etc
Product / service universals: value,
performance, quality, benefits, service,
positive experiences, risk taking.
Social Structures and Mores
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Social Class / Caste system / Ascription or
attainment / Basis of social positioning
Reference Grouping / Aspiration /
Demonstration of wealth / power
Roles within the family / networks / opinion
leadership / filiarchy / innovators
Basic attitudes to animals / sexual
orientation / gender balance / children /
ethnicity
Space
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Meaning of office size / location
Selection / quality / arrangement of
furniture
Car / chauffeur / size / use
Power distance from subordinates. Levels
of isolation. Layers of associates.
Job title
Time
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Attitudes to punctuality
Sanctity of deadlines
Discussion time
Acquaintance time
Work time / Free time distinction
Interruptions
Time / lunch / business time
Entertainment
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Type / formality of social occasions
Table manners / etiquette
Cuisine
Cultural /religious taboos
Topics acceptable for discussion / subjects not
discussed
Role of non focused discussion / focused
discussion
Venue for entertainment
Night clubs / sexual entertainment /
compromise
Gifts
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“When is a gift a bribe?”
Should they be given in any situation?
How large / value is acceptable?
Sexual / illegal favours
Should they be opened in front of the
donor?
Should you thank host for the gift?
Business Cards
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Image created by business card
Translation of business card to local
language
Who gives first?
How much attention should be given to
those received
How many should be given out / form of
power discrimination?
Are there any cultural
universals?
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A cultural universal is a mode of behaviour
existing in all cultures.
If they exist they represent an opportunity
to standardise some or all elements of the
marketing campaign.
Universals include areas such as athletic
sports, body adornment, religious rituals,
music, family ties, etc.
Hofstede’s (1983) Cultural
Dimensions
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power distance
individualism versus collectivism
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masculinity versus femininity
uncertainty avoidance
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long-term versus short-term orientation
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B2B Marketing & The Silent
Language
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Time
Space
Things
Friendships
Agreements
Minimising cultural impact
in negotiations
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Adaptation
Interpreters
Cultural Blocks
Avoid stereotypes
Be aware of ethnocentrism & SRC
Inter-cultural preparation
Factual versus Interpretive
Cultural Knowledge
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Factual knowledge
usually obvious and must be learned
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Interpretive knowledge
requires a degree of insight
prone to misinterpretation
Management Training
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Area studies
Cultural assimilators
Sensitivity training
Field experience
Marketing Success
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Embrace local culture
Build relationships
Employ locals to gain cultural knowledge
Help employees understand
Adapt products & processes
Concentrate on similarities, too