Global Marketing Management Global Cultural Environment. MKTG 3231 Fall 2014 Mrs. Tamara L. Cohen. Class # 3. Elevator Speech. Have you signed up yet?
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Global Marketing ManagementGlobal Cultural Environment
Mrs. Tamara L. Cohen
Class # 3
Have you signed up yet?
If not, please do so after class today, or check the sign-up list on the course web site, and let me know via email which of the open spots you would like.
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Culture = sum of values, rituals, symbols, beliefs, & thought processes that are learned, shared by group of people, & transmitted from generation to generation.
Cultural borrowing= phenomenon by which societies learn from other cultures, and borrow ideas to solve problems or improve conditions
Cultural sensitivity= awareness of nuances of culture so it can be viewed objectively, evaluated & appreciated
History helps define a nation’s mission
perception of neighbors
perception of itself
Insights into history are important to understand current attitudes & culture
History is subjective - biases & self reference criteria (SRC)
e.g. tobacco original source of Virginia colony’s economic survival in 1600s
An outbreak of the deadly Ebola virus has killed over 1200 people* in Guinea, Liberia, Sierra Leone and Nigeria. Ebola is spread by close contact and kills 25-90% of victims; there is no cure or vaccine.
This photograph taken by NASA satellite over a 24 hour time span, so as to capture the view of earth at night from space in every time zone. It shows quite dramatically the global spread of industrialization, as evidenced by the lights of human civilization. Note the Nile River Delta, the Siberian Express railway route, the Australian coastal cities, and Africa, Literally “the dark continent”.
Global population trends determine today’s demand for goods
rural / urban population shifts
rates of growth
Changes in population will profoundly affect future demand
Most important deterrent to population control is cultural attitudes about importance of large families
Result of a desire for greater access to:
Free flow of immigration will help to relieve dual problems of explosive population expansion in less-developed countries & worker shortage in industrialized regions
Europe will need 1.4 billion immigrants over next 50 years
Japan & U.S. will need 600 million immigrants between now & 2050
- media time replaces family time
- influences thinking & behaviors of adult citizens
- passage, promulgation, promotion & enforcement of laws
- most innovations introduced to societies by companies
- spread through media
- change agents
Become attuned to nuances of culture so new culture can be viewed objectively, evaluated & appreciated
have system of status & roles
conceive of success & failure
create groups antagonistic to outsiders
imitate outside influences
resist outside influences
consider aspects of sexuality private
express emotions with face
use mood-altering drugs
overestimate objectivity of thought
recognize economic obligations in exchanges of goods & services
trade & transport goods
= effort to learn from others’ cultural ways in quest for better solutions to a society’s particular problems
Gradual cultural growth does not occur without some resistance
e.g. Resistance to genetically modified (GM)
Anthropologist Edward T. Hall tells us that culture is communication. He talks about languages of time, space, things, friendships & agreements. Learning to correctly interpret symbols around us is a key part of socialization.
Cultural interpretation is essential for all successful multicultural communications.
Efforts to span cultures without local input often backfire. Language is KEY!
Pepsi's "Come Alive With the Pepsi Generation" translated into "Pepsi Brings Your Ancestors Back From the Grave" in Chinese.
Coca-Cola, Ke-ke-ken-la, Ko-kou-ko-le
Coca-Cola’s name in China was first rendered as
Ke-ke-ken-la. Unfortunately, Coke company did not
discover until after thousands of signs printed that phrase
means "bite the wax tadpole" or "female horse stuffed
with wax" depending on dialect. Coke then researched
40,000 Chinese characters and found a close phonetic
equivalent, "ko-kou-ko-le," loosely translated as "happiness in the mouth."
Frank Perdue's chicken slogan, "It takes a strong man to make a tender chicken" was translated into Spanish as "it takes an aroused man to make a chicken affectionate."
Dairy Association's huge success with "Got Milk?"
campaign prompted them to expand advertising to
Mexico. Soon brought to their attention that Spanish
translation read "Are you lactating?"
Geography, history, political economy, technology, social institutions
Values, rituals, symbols, beliefs, ways of thinking
Next class: Culture and Management Style
Preparation: Read excerpt from Poorly Made
in China (on course web site)
Homework #3: Poorly Made in China