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CULTURE

CULTURE. Differences (perceived or otherwise) between French and English Companies. Objectives. Define CULTURE (with particular use of the discipline of Marketing) Insight into different international cultures Predict the likely influences of culture on behaviour

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CULTURE

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  1. CULTURE Differences (perceived or otherwise) between French and English Companies

  2. Objectives • Define CULTURE (with particular use of the discipline of Marketing) • Insight into different international cultures • Predict the likely influences of culture on behaviour • Relate the contents of this presentation to your academic needs • The Trap ofAssumptions and Stereotypes

  3. MARKETING ‘Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitably.' Chartered Institute of Management

  4. The Four Ps of Marketing • Product (or Service) • Price • Promotion • Place Additional Ps (for the service industry) • Physical Evidence • People • Process Chartered Institute of Marketing

  5. Culture and the 4 Ps • Matching customer requirements • “Know your customer” • Implemented through a “Marketing Plan” * • Uses ALL the 4 Ps NB* TheMarketing Plan is an integral part of the Corporate Plan

  6. People and Promotion Specific Ps Example: McDonalds • The world has changed. Our customers have changed. We have to change too." - Jim Cantalupo, former chairman and CEO of McDonald's in 2003.

  7. McDonalds – UK website

  8. McDonalds - France

  9. McDonalds Strategy“The Plan to Win” Overhaul of the company's • Products • Operations • Marketing The new plan eliminated the negative elements in the system, while retaining and building on the positive aspects. IMCR – Centre for Management Research

  10. From the General to the Specific – the Diaspora What is culture? • “…..The essential core of culture consists of traditional (i.e. historically derived and selected) ideas and especially their attached values” C Kluckhohn (The study of culture)

  11. Culture Worldwide, McDonalds addressed National Values through use and awareness of • Language • Eating habits / National tastes • Work habits • Employment Culture and many other issues • We will examine the above in greater detail

  12. Culture - Language

  13. Culture – Language and Communication • Chinese Whisper

  14. Culture - Eating Habits • France shows up England at the dinner table Dr Clare Pettinger 02/07 • France targets 'le snack' in obesity battle (Telegraph 03/07)

  15. Culture – Education /Work • McDonald's seeks 'McJob' rewrite • BBC 02/08 • Food Giant to award Diplomas • “McDonalds is among a list of commercial companies that have won approval to offer courses which could form part of an A-level”.

  16. Culture • Stereotypes • Assumptions

  17. Culture – Challenge your perceptions What do you see?

  18. Cultural differences France and England (Business) • Greetings (Morning/Meetings) • Hours WorkedVs Productivity • Meal Breaks • Alcohol • Employment Law • EU Working Hours • Employment Contracts • Strikes • Sexual Issues

  19. Summary of Objectives • Define CULTURE (with particular use of the discipline of Marketing) • Insights into different international cultures • Predict the likely influences of culture on behaviour • Relate the contents of this presentation to your academic needs • The Trap ofAssumptions and Stereotypes

  20. CULTURE Differences (perceived or otherwise) between French and English Companies

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