1. 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
Taufiqur Rachman

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

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

4. 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)

5. Origins, Elements, and Consequences of Culture
Exhibit 4.4

6. 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

7. 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.

8. 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

9. 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

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

11. 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

12. Hofstede’s Indexes Language, and Linguistic Distance
Exhibit 4.6

13. 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

14. 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!
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15. 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

16. Similarities – An Illusion
A common language does not guarantee a similar interpretation of word or phrases
Difference between British and American English
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

17. 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

18. 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

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

20. 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

21. 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

22. 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

23. Resources (2 of 2) United States in perspective
1942 – nearly self-sufficient
1950 – major importer
– 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

24. 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

25. 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

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

27. 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

28. SEKIAN DAN TERIMA KASIH