Cultural dynamics
Download
1 / 34

Cultural Dynamics - PowerPoint PPT Presentation


  • 134 Views
  • Updated On :

Cultural Dynamics. Take off the shoes to win. I was meeting with a group of Japanese businessmen in Tokyo, and our morning discussions had not gone well. For lunch my hosts rented a private room in a restaurant. As is the custom, they took off their shoes. I was wearing my dress

loader
I am the owner, or an agent authorized to act on behalf of the owner, of the copyrighted work described.
capcha
Download Presentation

PowerPoint Slideshow about 'Cultural Dynamics' - kimn


An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.


- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -
Presentation Transcript

Slide2 l.jpg

Take off the shoes to win

I was meeting with a group of Japanese businessmen in Tokyo, and our morning

discussions had not gone well. For lunch my hosts rented a private room in a

restaurant. As is the custom, they took off their shoes. I was wearing my dress

cowboy boots and removed them. No sooner had we sat cross-legged on the dining mats than I began to receive the first smiles and laughter of the day. I was puzzled until one man said, "Mickey Mouse," pointing to my socks. My children had packed this footwear, which they had given me for my birthday. Not realizing I would be taking off my boots, I wore the socks. That moment in the restaurant was the turning point of the trip, and before I left Japan we had an agreement.


National differences in culture l.jpg
National Differences in Culture

  • What is CULTURE?

    • shared system of values and norms that offer a design for living

      • Values: abstract ideas about what is good, right and desirable

      • Norms: social rules and guidelines that prescribe appropriate behavior in particular situations


Culture quiz l.jpg

Culture Quiz

http://www.branchor.com/culturequiz.htm


Slide5 l.jpg

Determinants of Culture

  • Social Structure

  • Group and individual

  • Social classes and mobility

Religion

Political

Philosophy

Norms/ Values

Economic

Philosophy

  • Language

  • Spoken and silent

Education


Cultural issues l.jpg
Cultural Issues

  • Technological and Material Culture

  • Communication and Language

  • Aesthetics

  • Education

  • Religion

  • Attitudes and Values

  • Social Organization


Technological and material culture l.jpg
Technological and Material Culture

  • Material Culture - tools and artifacts (physical things) in a society, excluding those physical things found in nature unless they undergo some technological change e.g. tree to Christmas tree or orchard

  • Technology - Techniques to make and use those things.


Slide8 l.jpg

Technological and Material Culture

  • Effect on consumption

  • Car - Suburbs

  • Television - Advertising, Home Shopping etc.

  • Microwave oven - Food preparation and nature of the food consumed.

  • Sony Walkman, Cellular phone


Communication and language l.jpg

Communication and Language

Language as a Communication Tool

Verbal or Nonverbal Communication

Nonverbal

Verbal - Language is a mirror of culture; 3000 languages


Gestures l.jpg
Gestures

  • American - ok

  • Southern France - sale is worthless

  • Brazil - %%@@ **&


International marketing blunders l.jpg
International Marketing Blunders

  • Coors put its slogan, "Turn it loose," into Spanish, where it was read as "Suffer from diarrhea."


International marketing blunders12 l.jpg
International Marketing Blunders

  • Scandinavian vacuum manufacturer Electrolux used the following in an American campaign:

    è Nothing sucks like an Electrolux.


International marketing blunders13 l.jpg
International Marketing Blunders

  • The American slogan for Salem cigarettes, "Salem-Feeling Free", was translated into the Japanese market as

    è "When smoking Salem, you will feel so refreshed that your mind seems to be free and empty."


International marketing blunders14 l.jpg
International Marketing Blunders

  • Colgate introduced a toothpaste in France called Cue, the name of a notorious porno magazine.


International marketing blunders15 l.jpg
International Marketing Blunders

  • An American T-shirt maker in Miami printed shirts for the Spanish market which promoted the Pope's visit. Instead of "I saw the Pope" (el Papa),

    è the shirts read "I saw the potato" (la papa).


International marketing blunders16 l.jpg
International Marketing Blunders

  • In Italy, a campaign for Schweppes Tonic Water translated the name into "Schweppes Toilet Water.”


International marketing blunders17 l.jpg
International Marketing Blunders

  • Pepsi's "Come alive with the Pepsi Generation" translated into

    è "Pepsi brings your ancestors back from the grave," in Chinese.


International marketing blunders18 l.jpg
International Marketing Blunders

  • Frank Perdue's chicken slogan, "it takes a strong man to make a tender chicken" was translated into Spanish as

    è "it takes an aroused man to make a chicken affectionate.”


International marketing blunders19 l.jpg
International Marketing Blunders

  • When Parker Pen marketed a ball-point pen in Mexico, its ads were supposed to have read, "it won't leak in your pocket and embarrass you".

    è Instead, the company thought that the word "embarazar" (to impregnate) meant to embarrass, so the ad read: "It won't leak in your pocket and make you pregnant".


Religion l.jpg
Religion

  • Holidays

  • Taboos and Consumption Patterns

  • Economic Development and Materialism


Religion21 l.jpg
Religion

  • Muslims and Ramadan

    • Tunisia - market slumps

    • Saudi Arabia - pilgrimage to Mecca

      • Swedish co. for transportation system


Religion22 l.jpg
Religion

  • Christians and Christmas

    • Dutch - St. Nicholas Day (Dec 6th)

    • Russians - Frost Man’s day (January 1)


Taboos l.jpg
Taboos

  • Never touch the head of a Thai or Pass an object over it

  • The head is considered sacred in Thailand.


Slide24 l.jpg

Some Cultural Facts

  • An American firm lost floor wax sales in Brazil because a change in the formula made the product less effective as a lighter fluid to ignite Sunday Barbecues.

  • Germans prefer salad dressing in a tube.

  • Kellogg’s Pop Tart failed in Europe, as many homes do not have toasters.

  • Mountain Dew soft drink in difficult to pronounce in Portuguese, and sales have been slow in these markets.

  • Two-liter pop bottle failed in Spain because of small refrigerators

  • Although 89% of Americans agree that everyone should use deodorant, only 53% of Australians agree with this statement


Values and attitudes l.jpg

Values and Attitudes

Marketing Activities

Wealth, Material Gain, and Acquisition

Work Ethic

Change

Risk Taking

Competitiveness

Status Symbols

Nationalism


Values and attitudes26 l.jpg
Values and Attitudes

  • Colac Laxative in Japan - Richardson-Vicks

    • Psychological dimensions of constipation

    • discuss only in group - no westerners present

    • dissatisfied with slow-acting herbal remedies

    • wary western laxatives too strong


Colac laxative in japan l.jpg
Colac Laxative in Japan

  • Two little pills with natural qualities

  • “Three things to consider for stubborn constipation - salad, beauty exercise, and Colac before bedtime”


Education l.jpg
Education

  • Levels of Participation

  • Literacy Rates

  • Emphasis on Specific Subjects


Slide29 l.jpg

World Education League

Who’s top?

Some countries seem to educate their children much better than others? Why? No comprehensive answer has emerged yet but plenty of lessons are being learned

Economist 3/29/97


Aesthetics l.jpg
Aesthetics

  • Design

  • Color

  • Music

  • Choice of brand names, packaging etc.


Slide31 l.jpg

Aesthetics - Cultural differences

  • SHAPES

    • Avoid using triangular shapes in Hong Kong, Korea, and Taiwan.

    • The triangle is considered a negative shape


Aesthetics cultural differences l.jpg
Aesthetics - Cultural differences

  • NUMBERS

    • The number 7 is considered bad luck in Kenya and good luck in the Czech Republic and Magical connotation in Benin, Africa

    • The number 10 is bad luck in Korea.

    • The number 4 means death in Japan


Aesthetics cultural differences33 l.jpg
Aesthetics - Cultural differences

  • COLORS

    • Red represents witchcraft and death in many African countries

    • Red is a positive color in Denmark


Social organization l.jpg
Social Organization

  • Family Unit

  • Peer Groups

  • Role models


ad