1. © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Chapter 9 Consumer Culture

2. © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Learning Outcomes Understand how culture provides the true meaning of objects and activities Use the key dimensions of core societal values to apply the concept of cultural distance Define acculturation and enculturation

3. © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Learning Outcomes List fundamental elements of verbal and nonverbal communication Discuss current emerging consumer markets and scan for opportunities

4. © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. What is Culture? Consumer culture represents the commonly held societal beliefs that define what is socially gratifying within a specific society

5. © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

6. Culture, Meaning, and Value Giving meaning to objectsGiving meaning to activitiesFacilitating communication

7. © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Cultural Norms and Sanctions Cultural Norm – Rule that specifies the appropriate behavior in a given situation within a specific culture Cultural Sanctions – Penalties associated with performing a nongratifying or culturally inconsistent behavior

8. © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

9. Origin of Culture Ecological factors – The physical characteristics that describe the physical environment and habitat of a particular place Tradition – The customs and accepted ways of structuring society – Includes things like the family and political structures of a society

10. © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Dimensions of Cultural Values IndividualismMasculinityPower DistanceUncertainty AvoidanceLong-Term Orientation

11. © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

12. Cultural Distance Represents how disparate one nation is from another Where, CD = Cultural Distance TCSV = Target Country Value Score on Dimension i BCSV = Baseline Country Value Score on Dimension i

13. © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

14. How Is Culture Learned? SocializationEnculturationAcculturation

15. © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

17. Fundamental Elements of Communication Verbal communication – Translational equivalence – Metric equivalence – Globish Nonverbal communication – Time – Mannerisms/Body Language – Space – Etiquette/Manners – Relationships – Agreement – Symbols

18. © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Emerging Cultures BRIC Markets: Brazil, Russia, India, and China Chindia: Refers to the combined market and business potential of China and India Glocalization: marketing strategy may be global but the implementation should be local

19. © 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.