Cultural Dynamics in Assessing Global Markets

1. Cultural Dynamics in Assessing Global Markets

2. Chapter Learning Objectives • The importance of culture to an international marketer • The origins and elements of culture • The impact of cultural borrowing • The strategy of planned change and its consequences

3. Birthrates (per 1000 women) • Insert Exhibit 4.1

4. Patterns of Consumption (annual per capita) • Insert Exhibit 4.2

5. Consequences of Consumption • Insert Exhibit 4.3

6. Origins, Elements, and Consequences of Culture • Insert Exhibit 4.4

7. Hofstede’s Indexes, Language, and Linguistic Distance • Insert Exhibit 4.5

8. Elements of Culture • Cultural values • Individualism/Collectivism Index • Power Distance Index • Uncertainty Avoidance Index • Cultural Values and Consumer Behavior • Rituals • Marriage • Funerals

9. Elements of Culture (cont’d) • Symbols • Language • Linguistic distance • Aesthetics as Symbols • Insensitivity to aesthetic values can offend, create a negative impression, and, in general, render marketing efforts ineffective or even damaging. • Beliefs • To make light of superstitions in other cultures when doing business there can be an expensive mistake. • Thought processes • Difference in perception • Focus vs. Big-Picture

10. Metaphorical Journeys through 23 Nations • Insert Exhibit 4.6

11. Cultural Change and It’s Impact MTV Meets Mom in Mumbai!