Chapter 4

Global Marketing

 Study

and understand the

country cultures in which
they will be doing business
Incorporate this
understanding into the
marketing planning process

Keegan and Green, Chapter 4

Halls high and low context cultures

Maslows hierarchy
Hofstedes cultural typology
Self-reference criterion
Diffusion theory

Keegan and Green, Chapter 4

Ways of living, built up by a group of human

beings, transmitted from one generation to
another
Social institutions
Family
Education
Religion
Government
Business

Keegan and Green, Chapter 4

Physical
components of
culture
Objects
Artifacts
Clothing
Tools
Pictures
Homes

Subjective or
abstract culture
Religion
Perceptions
Attitudes
Beliefs
Values

Keegan and Green, Chapter 4

Athletics
Body adornment
Cooking
Courtship
Decorative arts
Education
Ethics
Property rights
Religious rituals

Etiquette
Family feasting
Food taboos
Language
Marriage
Mealtime
Mourning
Music
Status
differentiation

Keegan and Green, Chapter 4

Attitudes - learned tendency to respond in

a consistent way to a given object or
entity
Belief - an organized pattern of knowledge
that an individual holds to be true about
the world
Value - enduring belief or feeling that a
specific mode of conduct is personally or
socially preferable to another mode of
conduct

Keegan and Green, Chapter 4

What do you
associate with Red?

Active, hot, vibrant

Weddings in some
Asian cultures
Poorly received in
African countries

With white?

Purity, cleanliness
Death in parts of
Asia

Keegan and Green, Chapter 4

Would you eat..

Reindeer (Finland)
Rabbit (France)
Rice, soup, and grilled fish for breakfast (Japan)
Kimchi - Korea
Blood sausage (Germany)

Keegan and Green, Chapter 4

Verbal Cues
Nonverbal cues or body language

Keegan and Green, Chapter 4

10

Linguistic
Category
Syntax
Semantics
Phonology

Morphology

Language Example
English has fixed word order;
Russian has free word order
Japanese words convey
nuances of feeling
Japanese does not distinguish
between the sounds l and r;
English and Russian have
both l and r sounds
Russian is highly inflected
compared to English

Keegan and Green, Chapter 4

11

High Context

Information resides
in context
Emphasis on
background, basic
values
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 nonpersonal
documentation of
credibility

Switzerland, US,
Germany

Keegan and Green, Chapter 4

12

Factors

High Context

Low Context

Lawyers

Less important

Very important

A persons word

His or her bond

Still must get it in writing

Responsibility for
organizational error Accepted at
highest level

Pushed to lowest level

Space

Close

Private space maintained

Time

Polychronic

Monochronic

Negotiations

Lengthy

Proceed quickly

Competitive bidding Infrequent

Common
Keegan and Green, Chapter 4

13

Power Distance
Individualism / Collectivism
Masculinity
Uncertainty Avoidance
Long-term Orientation

Keegan and Green, Chapter 4

14

Unconscious reference to ones 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 judgements
Isolate the SRC influence and examine it
Redefine the problem without the SRC influence and solve

Keegan and Green, Chapter 4

15

Adoption process
Characteristics of Innovations
Adopter categories

Keegan and Green, Chapter 4

16

1. Awareness
2. Interest
3. Evaluation
4. Trial
5. Adoption
Keegan and Green, Chapter 4

17

Rate of Adoption can be explained

by these characteristics

Relative Advantage
Compatibility
Complexity
Divisibility
Communicability

Keegan and Green, Chapter 4

18

Keegan and Green, Chapter 4

19

Keegan and Green, Chapter 4

20