Culture

The sum of the values, rituals, symbols, beliefs, and thought

processes that are learned and shared by a group of people,
then transmitted from generation to generation.
social institutions
the methods and systems, including family, religion, school the
media, government, and corporations, that affect the ways in which
people relate to one another, teach acceptable behavior to
succeeding generations, and govern themselves.
cultural values
the system of beliefs and customs held by a population in a given
culture.
Rituals
Rituals are symbolic actions that help us physically express our
beliefs, values, and deepest concerns.

▪ Patterns of behavior and interaction that are learned

and repeated
• Marriage ceremonies
• Funerals
• Graduation rituals
• Dinner at a restaurant
• Visit to a department store
Grooming before heading off to work

linguistic distance
the measure of difference between languages; and important factor
in determining the amount of trade between nations.
aesthetics
philosophically, the creation and appreciation of beauty; collectively,
the arts, including folklore, music, drama, and dance.

cultural sensitivity
an awareness of the nuances of culture so that a culture can be
viewed objectively, evaluated, and appreciated; an important part of
foreign marketing

cultural borrowing
the phenomenon by which societies learn from others cultures' ways
and borrow ideas to solve problems or improve conditions
cultural congruence
a marketing strategy in which products are marketed in a way similar
to the marketing or products already in the market in a manner a
congruent as possible with existing cultural norms.
▪ Bilingualism: Customers process
advertisements differently if heard in their
native versus second language.
Biculturalism: Customers can switch identities and perception
frames.
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
2.what role does the marketer play as a change agent
assumes the role of a change agent when he introduces into another
culture new ideas or new products requiring some form of change in
behavior for acceptance and use of the new idea or product

3.Discuss the three cultural change strategies a foreign marketer

can pursue.
1. Giving the best quality and outlook in an organization on products
and services to customers in foreign land is a strategy that changes a
country's culture is important. for a marketer.
2. Creating a successful routes to market an organizational's products
and services with the intent to present them in the best light to
customers is important to the foreign marketer.
3. Understanding political risks and cultural changes increases the
opportunities to targeted customers.

4.Culture is pervasive in all marketing activities." Discuss.

People of different cultures react differently to products and services
that are needed as well as wanted. Cultural change stems in the
behavior and attitudes of what is perceived to be of value to a
customer. It is up to the organization of the products or services
introduced to be the least pervasive.

5.What is the importance of cultural empathy to foreign marketers?

How do they acquire cultural empathy?
It is very important to know a culture's norms, beliefs, and
preferences to create empathy. By deeply understanding their history
and cultural traditions can help develop a foundation of empathy.
6.Why should a foreign marketer be concerned with the study of
culture?
Culture is the sum of "values, rituals, symbols, beliefs, and thought
processes that are learned, shared by a group of people, and
transmitted from generation to generation". As we have discussed in
class, international marketing's mission is to promote a good or
service throughout several nations. However, all of the nations do
not have the same cultures, which means that they might have
different tastes, habits or necessities. Thus, in order to be successful,
a foreign marketer needs to research about the culture in which the
investment is going to be made. Individualism, masculinity, beliefs,
rituals, symbols, time orientation, power distance, and uncertainty
avoidance are key factors to be accounted for before investing in one
or another culture

7.What is the popular definition of culture? Where does culture

from?
Aggregate of values, rituals, symbols, beliefs, and thought processes
that are, in turn, learned and shared by a group of people, surviving
transmission from generation to generation.
+Culture comes from: geography, history, political economy,
technology, family, religion, school, media, government and
corporations

8.Members of a society borrow from other cultures to solve

problems that they face in common. What does this mean? What is
the significance to marketing?
This statement simply means that societies use other society's
cultures and responses to certain issues in order to help combat
similar issues that they may face.
+This is significant in marketing because when a company enters a
new culture, they may look to how other companies did it
successfully and use their experiences, or they may look at failures
and avoid those techniques altogether.

9 For the inexperienced marketer, the similar but different aspect

culture creates an illusion of similarity that usually does not exist.
Discuss and give examples.?
Although some cultures seem similar, they most likely are not. For
example, two different countries may use the same words, but are
totally unacceptable to use in the other's country. "tambo" means
roadside in most of south america but means "brothel" in chile.
10.Outline the elements of culture as seen by an anthropologist.
How can a marketer use this "cultural scheme?"
1. Material culture- technology and economics
2. Social institutions- organizations, education, political structure
3. Man and the universe- belief systems
4. Aesthetics- art, music, theatre
5. Language

Foreign marketers can use this cultural scheme to

-evaluate a marketing plan
-to study the potential of a foreign market
-to identify things that must be learned about a particular culture
-to understand the marketing system of any society

11. Social institutions affect culture and marketing in a variety of

ways. Discuss, giving examples.
 Social institutions affect culture and marketing in a variety of ways.
Culture stands for the values, beliefs, behavior, attributes, actions,
conducts etcetera that people in a particular community observe and
undertake. It is mentioned that social institutions affect culture and
marketing in a variety of ways. This could be explained by stating that
social institutions are like religious places, non profit organizations,
old age homes, child care, centers, free hair hospitals and several
other charitable institutions inspire and attract people by making
them realize the importance of charity and the positive of feelings.
Positive feelings for others, this attraction, belief among people
towards good work and philanthropy makes them undertake actions
that are good and of benefit to the society, and this is the reason why
even marketers today have to create synchronization with the social
institutions and the techniques that provide To the general people,
so that the marketers could successfully plan for their marketing
activities and conduct and attract the population towards whatever it
is that it's.

12.Markets are the result of the three-way interaction of a markets

efforts, economic conditions, and all other elements of the culture.”
Comment.
Market is defined as where buyer and sellers interact in a place.
Markets are the result of three way interaction of marketer’s efforts
of understanding the economics condition of the place and analyzing
the needs and requirement of the consumer. Consumer purchasing is
influenced by the dominant factor like culture. The three way
interactions are as follow:- Marketer’s Effort – Economic conditions
Marketer’s Effort- Culture Economic Condition - Culture Before selling
a product in the market or before introducing the product marketer
do a market research in which he analyze the economic conditions of
the place where is selling, the need for analyzing the economic
conditions is to get a insight of what consumers are willing to pay
for...

13.What are some particularly troublesome problems caused by

language in foreign marketing
In the foreign marketing, the organizations face several troublesome
problems caused by the language. First, the language creates
problem associated with the obvious differences in tongues, because
the employees and workers cannot communicate with the fluency.
The customers and employees communication become more
complex due to language clarity and they could not get accurate
message form the company. In addition, there
14. Suppose you were asked to prepare a cultural analysis for a
potential market. What would you do? Outline the steps and
comment briefly on each

Answer: Number of organisations across different sectors; consider

cultural analysis of potential market is very beneficial. This is highly
recommended especially in case of new product launches (Coffee,
2002). The technique in general involves understand the market
culture and how it could impact and benefit an organization’s growth
and sustainability. The points below present a list of steps on how a
cultural analysis for a potential market could be conducted. Need
Analysis – This involves understanding needs and preferences of the
consumers, in terms of what they like and what they...
15.Cultures are dynamic. How do they change? Are there cases
where change is not resisted but actually preferred? Explain. What
is the relevance to marketing?
-Cultures change gradually with resistance to change-->there is
greatest resistance when products have greater deviation from the
cultural norm
-Resistance is greater when society is less interested in the change,
while it is less when society is more interested in change (inverse
relationship)
-If a product is a status-valued imported item, a fashion item or when
similar local products are very inferior there is generally little
resistance
-Marketers can expect resistance to their products

16.How can resistance to cultural change influence product in-

introduction? Are there any similarities in domestic marketing?
Explain, giving examples.

Answer: Organizational structure and culture change is foreseeable

because of the continuous transformation in technology, markets
and customer, political and social pressures and lastly,demographic
characteristics. Resistance towards change is basically a behavioral
and emotional rejoinder of the impacted staff members to imagined
or actual threats to a set work schedule. Companies need to deal
with change and following resistance to carry on. There is no doubt
in the fact that resistance to cultural change would have an impact
on new product information in terms that the highest resistance
would confront products and services that are most away from the
status quo. However, such resistance could be decreased through
attaining public interest. Brining down resistance in such
circumstance involves decreasing the time span of the resistance.
Moving ahead, domestic marketing is exposed to similar resistance
to change. Domestic marketing implies towards...

17.Innovations are described as being either functional or

dysfunctional. Explain and give examples of each.
- Functional innovation: innovation with positive benefits when the
product is used
-Dysfunctional innovation: innovation where the effects within the
social system are undesirable

18.