Lingkungan Budaya Global dan Perilaku Pembelian Perancangan Tata Letak Fasilitas TKT306 #1 Lingkungan Budaya Global dan Perilaku Pembelian PERTEMUAN #3 EMB 914 PEMASARAN INTERNASIONAL 6097 – RINA ANINDITA PROGRAM STUDI MANAJEMEN FAKULTAS EKONOMI DAN BISNIS UNIVERSITAS ESA UNGGUL 6623 - Taufiqur Rachman

KEMAMPUAN AKHIR YANG DIHARAPKAN Mahasiswa mampu menjelaskan Lingkungan Budaya Global dan Perilaku Pembelian

Sub Materi Elemen Budaya Perbandngan Budaya Adaptasi Budaya Budaya dan Bauran Pemasaran

Definitions and Origins of Culture Traditional definition of culture Culture is the sum of the values, rituals, symbols, beliefs, and thought processes that are learned, shared by a group of people, and transmitted from generation to generation. Individuals learn culture in three ways Socialization (growing up) Acculturation (adjusting to a new culture) Application (decisions about consumption and production)

Origins, Elements, and Consequences of Culture Exhibit 4.4

Geography Exercises a profound control Includes climate, topography, flora, fauna, and microbiology Influenced history, technology, economics, social institutions and way of thinking The ideas of Jared Diamond and Philip Parker Jared Diamond Historically innovations spread faster east to west than north to south Philip Parker Reports strong correlations between latitude (climate) and per capita GDP

History History - Impact of specific events can be seen reflected in technology, social institutions, cultural values, and even consumer behavior Tobacco was the original source of the Virginia colony’s economic survival in the 1600s American values and institutions influenced by Adam Smith’s book The Wealth of Nations Military conflicts in the Middle East brought about new cola alternatives such as Mecca Cola, Muslim Up, and Arab Cola.

Social Institutions School – the most important social institution Direct link between a nation’s literacy rate and its economic development Difficult to communicate with a market when a company must depend on symbols and pictures The media – it has replaced family time TV and the Internet American educational system produces a lower percentage of college graduates than 12 other countries including Russia, Japan, and France

Social Institutions Government - influences the thinking and behaviors of adult citizens Propaganda through media Passage, promulgation, promotion, and enforcement of laws Corporations - most innovations are introduced to societies by companies Spread through media Change agents

Elements of Culture (1 of 4) Values Rituals Symbols Beliefs Thought processes

Elements of Culture (2 of 4) Cultural values – Geert Hofstede Individualism/Collectivism Index Reflects the preference of behavior that promotes one’s self interest Power Distance Index Measures the tolerance of social inequality Uncertainty Avoidance Index Measures the tolerance of uncertainty and ambiguity Cultural Values and Consumer Behavior

Hofstede’s Indexes Language, and Linguistic Distance Exhibit 4.6

Elements of Culture (3 of 4) Rituals – patterns of behavior and interaction that are learned and repeated Marriages , funerals, baptisms, graduations Symbols Language Linguistic distance – relationship between language and international marketing Aesthetics as symbols Insensitivity to aesthetic values can offend, create a negative impression, and, in general, render marketing efforts ineffective or even damaging Next

Language According to www.ethnologue.com: A total of 7,413 known living languages exist in the world 311 being spoken in the U.S.; 297 in Mexico, 13 in Finland, and 241 in China EU has 20 official languages India alone has 452 known languages! Back

Elements of Culture (4 of 4) Beliefs Superstitions play a large role in a society’s belief system and therefore, to make light of superstitions in other cultures can be an expensive mistake The number 13 in the western hemisphere is considered unlucky, where as the number 8 in China connotes “prosperity” The practice of “Feng Shui” Thought processes Difference in perception between the East and the West Focus vs. big-picture

Similarities – An Illusion A common language does not guarantee a similar interpretation of word or phrases Difference between British and American English http://www.woodlands-junior.kent.sch.uk/customs/questions/americanbritish/index.html Just because something sells in one country doesn’t mean it will sell in another Cultural differences among member of European Union a product of centuries of history

History Perspective in Global Business History helps define a nation’s mission How it perceives its neighbors How it perceives itself Its place in the world Insights into history are important for understanding current attitudes It is necessary to study culture as it is now as well as to understand culture as it was A country’s history

Geography and Global Markets Geography – an element of the uncontrollable environment that confronts every marketer Affects a society’s culture and economy Physical makeup limits a nation’s ability to supply its people’s needs

Climate and Topography Altitude, humidity, and temperature extremes South America British resistance of the English Channel Trade through the Alps

Geography, Nature and Economic Growth As countries prosper, natural barriers are overcome Environmental issues Disruption of ecosystems Relocation of people Inadequate hazardous waste management Industrial pollution

Social Responsibility and Environmental Management Environmental protection is not an optional extra Pollution is on the verge of getting completely out of control China has 16 of the world’s 20 most polluted cities Critical issue: the disposal of hazardous waste Sustainable development http://www.time.com/time/specials/2007/0,28757,1661031,00.html http://www.forbes.com/2006/03/21/americas-most-polluted-cities-cx_rm_0321pollute.html

Resources (1 of 2) The availability of minerals and the ability to generate energy are the foundations of modern technology The principal supplements to human energy Animals Wood Fossil fuel Nuclear power Ocean tides Geothermal power The sun

Resources (2 of 2) United States in perspective 1942 – nearly self-sufficient 1950 – major importer 1973-2000 – increased dependency from 36% to 66% Mid-2000’s – predicted to be importing more than 70% of needs The location, quality, and availability of resources will affect the pattern of world economic development and trade well into the 21st century

Dynamics of Global Population Trends Global population trends determine today’s demand for goods Rural/urban population shifts Rates of growth Age levels Population control Changes in population will profoundly affect future demand The most important deterrent to population control is cultural attitudes about the importance of large families

Controlling Population Growth Procreation is one of the most culturally sensitive uncontrollable factors Perhaps the most important deterrent to population control is cultural attitudes about the importance of large families Family planning and all that it entails is by far the most universal means governments use to control birthrates, but some economists believe that a decline in the fertility rate is a function of economic prosperity and will come only with economic development

Rural/Urban Migration Result of a desire for greater access to: Sources of education Health care Improved job opportunities

Population Decline and Aging Population growth in many countries has dropped below the rate necessary to maintain present levels A nation needs a fertility rate of about 2.1 children per woman Not one major country has sufficient internal population growth to maintain itself

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