1. Chapter 3 By. Dwiyadi Surya Wardana

2. Definition Culture is the glue that binds groups together (Fletcher&Brown, 2008) Culture is the collective programming of the mind (Hofstede,1980)

3. The impact of culture Culture impact to all element of the marketing mix-product, pricing,promtion and distribution (place)

4. Cultural universals Although there are clear differences, there are also universal tendencies in all culture. The social environment, such as the desire to cooperate, to differentiate according to status, and the emotional setting, religious observance atc So international business can be targeted at the cultural universals

5. Element of culture In order to understand customers in the overseas market it is necessary to be aware of their culture heritage. These influences include the material, social, religious, aesthetic and linguistic

6. Material culture Material culture consists of both technology and economics (Technology) in some culture with a higher technology orientation, preventative maintenance is the norm, whereas in some other societies (Libya) car are driven until they grind to a halt.

7. (Economics) relates to the level of demand: sangat terkait dengan cara membayar, infrastuktur yang ada (tdk mungkin menjual ac jika listrik saja sulit)

8. Social Institutions They include family, educational,political and social organization.

9. Religion Religion or superstition effect the value systems of a society. Religion is one of the most sensitive elements of culture. It influence people’s habits, the foods they eat, their perceptions of what is moral and immoral, the product they buy and the way they view life.

10. Aesthetics (estetika) Art, dongeng,music,drama,tarian. Mempelajari ini dapat menambah nilai pada produk, kemasan yang mempengaruhi efektifitas

11. Language Because of the influence of culture, simple translation is important. When marketing in other countries it is important to be aware of the meaning, such as idiomatic expressions etc

12. Levels at which culture operate 1.Global level. Global culture is create by global networks and global institutions that cross national 2.National level. The national culture affects dealings with governments and is reflected in the values on which laws and institutions are based. identitas nasional (nepotisme, dll) 3.Industry level. Industry culture is reflected in the value and norms activities performed by the industry in the other country (hipmi dll)

13. 4. Organizational level. Organizational culture reflected in the basic pattern of assumptions developed by the firm.