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2020-international marketing-lecture notes chapter 4

lecture_notes_chapter4
Course

International Marketing (MKT 456)

24 Documents
Students shared 24 documents in this course
Academic year: 2020/2021
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University of Nevada, Las Vegas

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Chapter 4- Cultural Dynamics in Assessing Global Markets

  1. Topics a. The importance of culture to an international marketer b. The origins of culture c. The elements of culture d. The impact of cultural borrowing e. The strategy of planned change and its consequences

  2. The Importance of Culture in Marketing a. Culture- composed of behaviors and values, the seen and unseen, that are learned, shared, and transmitted by a group of people b. Culture is essential in international marketing c. Must be a student of culture if you want to be a successful marketer and want to achieve the satisfaction of consumer needs and wants at a profit d. People are emotional about culture and are proud of their heritage i. Build an emotional connection with people by leveraging their culture e. Examples of cultural marketing i. When a promotional message is written, symbols that are recognizable and meaningful to the market/culture must be used 1. Don’t market in red, green, and white to all Hispanics in Vegas a. Represents the Mexican flag ii. When designing a product, the styles, uses, and other related marketing activities must be made culturally acceptable in order to be meaningful

  3. Cannot drink alcohol on TV in the US

  4. Consuming alcohol in commercials in Europe is acceptable iii. Culture is prevalent in all marketing activities (pricing, research, promotion, channels of distribution, product, packaging, etc.)

  5. Marketer’s efforts become part of the fabric of culture iv. How such efforts interact with a culture determines the degree of success or failure of the marketing effort

  6. The Function of Culture a. Culture molds and dictates our style of living i. Simple lifestyle ii. Agrarian lifestyle iii. Rural lifestyle iv. Urban lifestyle b. Culture affects: i. The manner in and amount which people consume ii. The priority of needs and wants people want to satisfy iii. The manner in which they satisfy them c. Culture is the human-made part of the human environment i. The sum total of knowledge, beliefs, art, morals, laws, customs, and any other capabilities and habits acquired by humans as members of society

  7. Thinking About Culture a. There are many ways to think about culture b. Geert Hofstede referred to culture as the “software of the mind” i. Culture provides a guide for humans on how to think and behave ii. Culture is a problem-solving tool c. Edward Hall also provides a definition of culture that is more relevant to international marketers i. “Invisible barrier” ii. “Different way of organizing life, of thinking, and of conceiving the underlying assumptions about the family and the state of the economic system, and man himself d. Another definition of 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

  8. Different Elements of Culture a. Geography

  9. Thinking about the future or in the long-term perspective versus living in the moment ii. Indulgence

  10. Controlling your desires and impulses

  11. Flaunting your riches verses being reserved

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2020-international marketing-lecture notes chapter 4

Course: International Marketing (MKT 456)

24 Documents
Students shared 24 documents in this course

University: University of Nevada, Las Vegas

Was this document helpful?
Chapter 4- Cultural Dynamics in Assessing Global Markets
1. Topics
a. The importance of culture to an international marketer
b. The origins of culture
c. The elements of culture
d. The impact of cultural borrowing
e. The strategy of planned change and its consequences
2. The Importance of Culture in Marketing
a. Culture- composed of behaviors and values, the seen and unseen, that are learned,
shared, and transmitted by a group of people
b. Culture is essential in international marketing
c. Must be a student of culture if you want to be a successful marketer and want to
achieve the satisfaction of consumer needs and wants at a profit
d. People are emotional about culture and are proud of their heritage
i. Build an emotional connection with people by leveraging their culture
e. Examples of cultural marketing
i. When a promotional message is written, symbols that are recognizable
and meaningful to the market/culture must be used
1. Don’t market in red, green, and white to all Hispanics in Vegas
a. Represents the Mexican flag
ii. When designing a product, the styles, uses, and other related marketing
activities must be made culturally acceptable in order to be meaningful
1. Cannot drink alcohol on TV in the US
2. Consuming alcohol in commercials in Europe is acceptable
iii. Culture is prevalent in all marketing activities (pricing, research,
promotion, channels of distribution, product, packaging, etc.)
1. Marketer’s efforts become part of the fabric of culture
iv. How such efforts interact with a culture determines the degree of success
or failure of the marketing effort

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