Cultural and Social Forces

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• Cultural and Social Forces

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Learning Objectives

• Define what culture is and demonstrate how
  various components of culture affect marketing.
• Explain how different world religions affect
  marketing.
• Describe how family structure can vary and
  explain its impact on marketing.
• Illustrate ways in which the educational system
  of a country can affect marketers.
• Differentiate between monochronic and polychronic
  cultures and explain the three temporal
  orientations.
• List and describe Hofstedes dimensions of
  culture.
• Explain why language can be important in gaining
  true understanding of a culture.
• Identify ways of adapting to cultural differences.

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Chapter Overview

• Defining culture
• Religion
• The family
• Education
• Attitudes toward time
• The Hofstede measures of culture
• Language and communication
• Social Relationships
• Overcoming the language barrier
• Adapting to cultural differences

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Culture Defined

• Culture is the collective programming of the
  mind that distinguishes the members of one
  category of people from another.
• --Geert Hofstede

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Religion and Marketing

• Western religions
• Gift-giving and Christmas
• December 25 or December 6?
• Kosher in Israel
• Elite chocolate targets the Orthodox
• Buying matzo tradition versus price?

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Christmas as a Global Phenomenon

• China
• Bars charge 25 for entrance on Christmas Eve,
  hotels charge 180 for a Christmas function
• Turkey
• Children stand in line in shopping centers,
  waiting to sit on Santas lap and ask him for
  gifts
• Stores sell Santa suits and statues

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Marketing and Islam

• An important cultural force in the Middle East,
  Asia, and Africa
• Islam
• Forbids interest
• Encourages modest dress
• Requires food to be halal

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Marketing and Eastern Religions

• Hinduism and Buddhism
• Vegetarians
• Shinto
• Prayers open the first Starbucks abroad (Tokyo)

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The Family

• Nuclear families
• Household sizes down in U.S. and Europe
• Extended families
• More important in developing world
• The importance of the Chinese clan
• Male-female roles
• House cleaning in Japan

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Attitudes toward Time

• Monochronic versus polychronic
• Cultures and temporal orientation
• Work and leisure time

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Hofstede Measures of Culture

• Power distance
• Individualism-collectivism
• Masculinity-feminity
• Uncertainty avoidance

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Language and Communication

• Forms of address
• The context of language
• Low-context cultures
• High-context cultures
• Body language
• Showing emotions

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Overcoming Language Barriers

• Translating and translators
• Translation problems
• Which language to learn?

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Dealing with Culture Shock

• Be culturally prepared
• Be aware of local communication complexities
• Mix with host nationals
• Be creative and experimental
• Be culturally sensitive

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Dealing with Culture Shock (cont)

• Recognize complexities in host cultures
• See yourself as a culture bearer
• Be patient, understanding, and accepting of
  yourself and your hosts
• Be realistic in your expectations
• Accept the challenge of intercultural experiences