What is culture? A tapestry; the total range of activities and people. the combination of learned meanings, values, norms and customs shared by a society

How do we get culture? It’s learned; socialization Social learning norms Norms Reinforcement Consumption patterns Values

Copyright Atomic Dog Publishing, 2002 Learning Culture Acculturation – adapting to a new culture; requires learning. Factual Knowledge Interpretive Knowledge – nuance, context

Copyright Atomic Dog Publishing, 2002 Cultural Norms Norms – rules that dictate what is right or wrong, acceptable or unacceptable  Imperatives – what must be done.  Exclusives – what cannot be done. -Nike in China  Adiaphoras – what could be done, but isn’t necessary.

Copyright Atomic Dog Publishing, 2002 Low-Context cultures: What is said is precisely what is meant High-Context cultures: The context of the message is more meaningful:  the message source  his or her standing in society or in the negotiating group  level of expertise  tone of voice  body language High vs. Low Context Cultures

National/Regional Character Time Orientation Management outlook Level of Authority Status Concern Socializing Gender Roles Materialism Communication Different cultures have different approaches to these concepts.

Copyright Atomic Dog Publishing, 2002 Elements of Culture Language verbal non-verbal Religion & Belief systems Values and Attitudes Manners and Customs Material Elements Aesthetics Education Social Institutions

Religion and Its Impact on Marketing Practice Protestant Religion – stresses hard work and frugality Judaism – stresses education and development Islam – focus on rules for social interaction Hinduism – encourages family orientation and dictates strict dietary constraints Buddhism – stresses sufferance and avoidance of worldly desires

Copyright Atomic Dog Publishing, 2002 Key Questions about culture What type of need (if any) does the product fill in the culture? How do cultural values/norms influence product:  Purchase  Ownership  Consumption/use  Disposal How homogenous is the country with respect to culture? What aspects of culture have implications for business relationships, contracts, negotiations?