Intercultural Marketing

Intercultural Marketing
Why talk about Intercultural or Cross-cultural Marketing ?
1- International marketing : American Marketing Thought 2- World markets : Globalization 3- Global markets : Global consumer ?
4- No Global Consumer because of Culture
U.S. Invented Technology
Color TVs Audiotape Recorders Videotape Recorders Machine Tools
9 0% 1 0% 4 0% 0% 1 0% 1% 3 5% 1970 NOW 9 9%
Telephones
Semiconductors Computers
0 20
9 9%
2 5% 8 9% 6 4% 9 8% 7 4%
40
60
80
100
Anthony GIDDENS (British sociologist)
Globalization is the reason for the revival of local cultural identities in different parts of the world
Definitions of Culture
1952 : Research paper of Kroeber KLUCKHOHN
164 definitions
Definitions of Culture
Clifford GEERTZ (anthropologist) Culture is a set of control mechanisms, plans, recipes, rules, instructions, for the governing of behavior Geert HOFSTEDE (sociologist) The collective mental programming of the people in an environnement. Culture is not a characteristic of individuals; it encompasses a number of people who were conditioned by the same education and life experience
Essentials elements of Culture
1- Language 2- Institutions 3- Material productions 4- Symbolic productions
Dimensions of Culture Two Fathers of cultural dimensions Edward HALL Geert HOFSTEDE
Edward HALL
3 variables of Culture
1- High-context and Low-context cultures 2- Dimensions of time 3- Relationship of Man with Nature and Space
Edward HALL
1- High-context and Low-context cultures * High-context : message is part of the context * Low-context : messages are explicit, direct and unambiguous
Edward HALL
2- Dimensions of time
* Time orientation toward the Past, Present, or Future * Time is linear or circular * Monochronic and polychronic time
Edward HALL
3- Relationship of man with Nature and Space * Mastery, Harmony, Subjugation to nature * Proxemic : Intimity, Personnal or Social areas
Geert HOFSTEDE
Five dimensions of National Culture
1- Power distance 2- Individualism/collectivism 3- Masculinity/Feminity 4- Uncertainty avoidance 5- Long/Short term orientation
Geert HOFSTEDE
1- Power distance
PDI can be defined as the extent to which less powerful members of a society accept and expect that power is distributed unequally
Geert HOFSTEDE
Five dimensions of National Culture 2- Individualism/collectivism IDV can be defined as people looking after themselves and their immediate family only, versus people belonging to in-groups that look after them in exchange for loyalty
Geert HOFSTEDE
Five dimensions of National Culture 3- Masculinity/Feminity MAS can be defined as follows: The dominant values in a masculine society are achievement and success; the dominant values in a feminine society are caring for others and quality of life
Geert HOFSTEDE
4- Uncertainty avoidance UAI can be defined as the extent to which people feel threatened by uncertainty and ambiguity and try to avoid these situations
Geert HOFSTEDE
5- Long/Short term orientation LTO is the extent to which a society exhibits a pragmatic future oriented perspective rather than a conventional historic or short-term point of view
100
10
20
30
40
50
60
70
80
90
Po we r Di st an ce
68 %
Un c er ta in t y Av o id a nc e
In di vid ua lis m /C ol le c tiv ism
86 %
71 %
M as cu li n i ty /F em in ity
Lo ng / Sh o rt Te r m
HOFSTEDE'S FIVE DIMENSIONS FOR FRANCE
43 %
or
ie nt a
tio
39 %
France
HOFTEDE'S FIVE DMENSIONS FOR TAIWAN
100 90 80
87 %
69 %
70 60 50 40 Tawan 30 20 10 0
is rD e w Po ce an t n ai ty Av an id o ce c le ol /C m is tiv /F ty ni i ul sc a ity in em rm Te t o a nt rie tio n
58 % 45 %
17 %
nc U
t er
In
ua id iv d
m lis
ho /S g on
Consequences for Advertising
1- Power Distance * Large Power Distance : Status symbols, the elder advises the younger * Small Power Distance : the daughter advises the mother (younger advises elder)
2- Individualism/collectivism * Individualistic cultures : - frequent use of You, We, I - Treat yourself right * Collectivistic cultures : - showing people as part of groups - being alone means you have no friends
3- Masculinity/Feminity * Masculinity : strong need to win, to be succesful, wish to dominate Being the first , Be the best * Feminity : caring, softness, understatement True refinement comes from within VOLVO ads
4- Uncertainty avoidance * Strong Uncertainty avoidance : need for explanations, structure, testing, scientific proof The best in the test or Test winner
* Low Uncertainty avoidance : result is more important
5- Long/Short term orientation *Long term orientation : - values are Save for tomorrow - symbols are thick trees, explicit referral to future generation *Short term orientation : Urgency, living in the now and not thinking about future

Intercultural Marketing

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Intercultural Marketing

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Intercultural Marketing

4- No Global Consumer because of Culture

In di vid ua lis m /C ol le c tiv ism

HOFSTEDE'S FIVE DIMENSIONS FOR FRANCE

HOFTEDE'S FIVE DMENSIONS FOR TAIWAN

* Low Uncertainty avoidance : result is more important

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