Social and Cultural Environments

Basic aspects of culture: it is not innate, but learned the various facets of culture are interrelated touch a culture in one place and everything is affected it is shared by group members, and defines boundaries between different groups Edward T. Hall, Beyond Culture (1977)

General Motors
Ad should read Body by Fischer It actually read Corpse by Fischer

Hertz strap-line
Let Hertz put you in the driving seat(liberation and action) Let Hertz make you a chauffeur (change your occupation or status)

Cultures across countries

High context culture
the meaning of individual behaviour and speech changes depending on the situation nonverbal messages are full of important meaning (Read between the lines) e.g. Saudi Arabia and Japan, written contracts are not always enforceable as new people move into executive positions (Chile, Mexico)

 Low context culture

intentions are expressed verbally the situation does not change the meaning of words e.g. India, China, Australia, New Zealand

Social and cultural influences on the international buyer

Cultural differences
language, spoken and silent mental processes and learning values and norms rewards and recognition

Type of buyer behaviour

consumer business government

 The influence of others in the buying process

decision-making unit family peers

SLEPT influences on buyer behaviour Specific cultural influences

religion education family reference groups

 The influence of the market

distribution channels manufacturer service provider
Phillips, Doole and Lowe (1994)

Self-Reference Criteria
1. Define problem or goals in terms of home-country cultural traits, habits and norms 2. Define problem or goals in terms of foreign cultural traits, habits and norms 3. Isolate the SRC influence in the problem and examine it carefully to see how it complicates the problem 4. Redefine the problem without the SRC influence and solve for the foreign market
James Lee (1966)

Written English: but what does it mean?

Japanese hotel notice to guests: You are invited to take advantage of the chambermaid Bangkok dry cleaner to potential customers Drop you trousers here for best results A Roman laundry innocently suggests: Ladies, leave your clothes here and spend the afternoon having a good time

A Copenhagen Airline promises to Take your bags and send them in all directions A Hong Kong dentist claims to extract teeth By the latest Methodists

An outline of cross-cultural analysis of consumer behaviour

Determine the relevant motivations of the culture Determine the characteristic behaviour patterns Determine what broad cultural patterns are relevant to this product Determine the characteristic forms of decions making

 Evaluate promotion methods appropriate to the culture Determine appropriate institutions for this product in the mind of the consumer