MKT 769 CULTURE Lars Perner, Instructor 1 CULTURE, Part I What is culture? Language How does culture manifest itself? How does it impact marketing tasks? NOT a universal practice!

MKT 769 CULTURE Lars Perner, Instructor 2 The Whole vs. Parts

MKT 769 CULTURE Lars Perner, Instructor 3 Definitions Culture : “That complex whole which includes knowledge, belief, art, morals, custom, and any other capabilities and habits acquired by man as a member of society.” Alternative definition: “Meanings that are shared by most people in a group” [at least to some extent]. (Adapted from Peter and Olson, 1994)

MKT 769 CULTURE Lars Perner, Instructor 4 Cultural Lessons Diet Coke is named Light Coke in Japan-- dieting was not well regarded Red circle trademark was unpopular in Asia due to its resemblance of Japanese flag Packaging of products is more important in some countries than in U.S. Advertisement featuring man and dog failed in Africa--dogs were not seem as man’s best friend

MKT 769 CULTURE Lars Perner, Instructor 5 More Cultural Lessons... Cologne ad featuring a man “attacked” by women failed in Africa Food demonstration did well in Chinese stores but not in Korean ones--older women were insulted by being “taught” by younger representatives Pauses in negotiations Level of formality

MKT 769 CULTURE Lars Perner, Instructor 6 Language: Be Careful! All Latin Americans (except Brazilians) speak Spanish-- don’t they? Slang--e.g., “Daughter hanged for crimes in youth...” Euphemisms Non-verbal communication-- what do gestures and tone imply! Is this guy playing real “football?”

MKT 769 CULTURE Lars Perner, Instructor 7 High vs. Low Context Languages How precisely does language delineate what is being said? Language information conveyors: Subjects, objects, tense, gender, singularity Language richness (words with meanings of different shades) Low Highcontext German Latin Great languages for puns! Spanish French English Japanese Chinese

MKT 769 CULTURE Lars Perner, Instructor 8 Some Writing Patterns English Romance Judaic Asian Straight to the point; conciseness valued; theme expressed Detours are expected to maintain interest and politeness “But that’s another story.” Going in circles to avoid being perceived as overly assertive or causing loss of face.

MKT 769 CULTURE Lars Perner, Instructor 9 Translation issues Implied understandings, values, and expectations –Context Non-verbal language aspects Word ambiguity and multiple meanings Euphemisms Appropriate language use (e.g., direct vs. indirect)

MKT 769 CULTURE Lars Perner, Instructor 10 Appropriate Language Use Traditions/norms in language –E.g., active vs. passive –E.g., “God willing” qualification to stated plans –E.g., expected digressions Organization, efficiency, and flow Suggestive language (overtones) –E.g., “Tengo calor” vs. “Estoy caliente.”

MKT 769 CULTURE Lars Perner, Instructor 11 Ambiguity: An Example Hai--meanings: –Yes, I agree –Yes, I hear what you are saying –(I hear you are saying something)

MKT 769 CULTURE Lars Perner, Instructor 12 Translation “Centering” Translating back and forth with “blind” translators until meaning comes out the same in both languages FRENCH SWAHILI FRENCH SWAHILI Translator 1 Translator 2 Modification Translator 3 If still not matched, continue process with new translators

MKT 769 CULTURE Lars Perner, Instructor 13 Chinese Language Examples No “-ness” suffix to describe abstract attributes (e.g., “coolness, gentleness”) No word for “size”—use “big-small” of feet for shoe size No “whiteness”  “white of swan,” “white of swan.”

MKT 769 CULTURE Lars Perner, Instructor 14 Suggested Research to Prepare for Working In a New Culture Traffic Laws Dress (attire) Greetings Forms of address Gestures “Taboos” Shopping Time perception Etiquette Smoking Alcohol use Gender roles Relationships Family Social class Ethnic Groups Personal space Rules Authority structure Religion Beliefs, superstitions Source: Melissa Bayer Hess and Patricia Linderman (2002), The Expert Expatriate: Yor Guide to Successful Relocation Abroad, Boston: Nicolas Brealey Publishing.