Term
| Marketing across cultural boundaries challenges |
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Definition
- Language
- Demographics
- Values
- Nonverbal communication |
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Term
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Definition
| - Used to be US lead, but now is mutual influence |
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Term
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Definition
1) Standardized strategy
- exclusive distribution arrangements
- wooing the retail trade
- promotes heavily
- ubiquitous
2) adapting to the culture
3) changing the culture
- ex) Indonesia used to drink fruit drinks until Coke switched them to sodas |
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Term
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Definition
1) Global citizens
- positive to international brands
- concerned with corporate responsibility
2) Global dreamers
- positive to international brands
- not expecting foreign companies to give back to local economy
3) Antiglobals
- negative toward international brands
4) Global agnostics
- don't base decisions on where brand is from |
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Term
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Definition
- includes knowledge, belief, art, law, morals, customs, habits
- Is learned
- Provides boundaries for people (what's accepted behavior) |
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Definition
| Cultural values give rise to norms and associated sanctions, which in turn influence consumption patterns |
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Term
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Definition
1) other oriented values
- appropriate relationships
2) environment oriented values
- economic, technical, and physical environment
3) self-oriented values
- desirable approaches to life |
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Definition
- individual/collective
- youth/age
- extended/limited family
- masculine/feminine
- competitive/cooperative
- diversity/uniformity |
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Term
| Environmental oriented values |
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Definition
- cleanliness
- performance/status
- tradition/change
- risk taking/security
- problem solving/fatalistic
- nature (recycling) |
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Term
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Definition
- active/passive
- sensual gratification/abstinence
- material/nonmaterial
- hard work/leisure
- postponed gratification/immediate
- religious/secular |
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Term
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Definition
- time
- space
- symbols
- relationships
- agreements
- things
- etiquette |
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Term
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Definition
The meaning of time varies between cultures in 2 ways
1) time perspective
2) time interpretations
ex) deadlines, specific meeting times |
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Term
| 2 orientations toward time |
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Definition
1) Monochromic time perspective
- do one thing at a time
- commitment to a job/task
- everything has a deadline
2) Polychronic time perspective
- do many things at once
- care more about long-term relationships
- commitment to people over deadlines |
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Term
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Definition
- Vary widely among different cultures
- personal space, size of offices |
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Definition
- Colors, animals, shapes, numbers, music have varying meanings across cultures
- ex) eagle=symbol of patriotism in US |
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Term
| Examples of cultural meanings in products |
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Definition
- Virginia slims (target women)
- Viagra (men)
- French (cheese)
- Danes (eels)
- Prunes (dried plums) |
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Term
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Definition
How quickly and easily do cultures form relationships and make friends?
- ex) Americans make friends easily |
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Definition
How does a culture ensure business obligations are honored?
How are disagreements resolved?
- ex) US is very legalistic and binding |
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Definition
The cultural meaning of things leads to purchase patterns that one would not otherwise predict
- ex) Chinese expect a gift |
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Term
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Definition
| - Normal voice tone, pitch, speed of speech, use of gestures |
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Term
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Definition
- Media and the internet have led to uniformity
- Have similar tastes
- US no longer leads the way |
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Term
| Considerations when approaching a foreign market |
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Definition
- Homogenous or heterogeneous with respect to culture?
- What needs can this product fill?
- Can enough people afford it?
- What values are relevant to purchase and use (Coke in China example)?
- Distribution, political, and legal structures for the product?
- Ways to communicate about the product?
- Any ethical implications of marketing this product? |
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Term
| Moving cultural meanings from products into consumers |
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Definition
- Rituals are symbolic actions performed by consumers to create, affirm, or revise certain cultural meanings
1) Acquisition rituals
- collectors
2) Bargaining rituals
- cars |
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Term
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Definition
- product nurturing rituals
- personalizing rituals |
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Term
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Definition
- giving gifts
- meanings in gifts |
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Term
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Definition
- personal care
- hair, makeup, etc |
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Term
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Definition
- Ex) What Not To Wear TV show
- My moving rituals |
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Term
| Cultural meanings in consumers |
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Definition
- we buy products to help establish self concepts
- goods cannot provide all the meanings that consumers need to construct healthy self-concepts
- most people have favorite possessions that are filled with important, self-relevant meanings |
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