1. Impact of Culture on International Marketing

2. Cultural Impact Knowledge Knowledge – Factual or interpretive Sensitivity Sensitivity – Awareness – objective rather than subjective – Evaluation of cultural assumptions Collectivism vs Individualism Collectivism vs Individualism Social Conventions Social Conventions – Particular to consumer goods i.e. eating Cognitive Styles Cognitive Styles – Why do they buy?

3. Elements of Culture Material Culture Material Culture – Technology (i.e ability to measure) – Economics (i.e. needs and infrastructure) Social Institutions Social Institutions – Educational, social and political institutions – how they link people together and how they influence society Relations with the Universe Relations with the Universe – Religion Aesthetics Aesthetics – Arts and architecture Language Language

4. Expressions of Culture Symbols Symbols Dress, gestures, jargon etc Dress, gestures, jargon etc Heroes Heroes Serve as models to emulate Serve as models to emulate Rituals Rituals Collective activities which are an essential element of social activities Collective activities which are an essential element of social activities

5. http://www.youtube.com/watch?v=aP5jed6gQi0 http://www.youtube.com/watch?v=I0AKSSAdsHQ&featur e=related http://www.youtube.com/watch?v=I0AKSSAdsHQ&featur e=related http://www.youtube.com/watch?v=I0AKSSAdsHQ&featur e=related http://www.youtube.com/watch?v=I0AKSSAdsHQ&featur e=related http://www.youtube.com/watch?v=7HwHVK_a62A http://www.youtube.com/watch?v=7HwHVK_a62A http://www.youtube.com/watch?v=7HwHVK_a62A http://www.youtube.com/watch?v=Gx3dPs2Q5ms http://www.youtube.com/watch?v=Gx3dPs2Q5ms http://www.youtube.com/watch?v=Gx3dPs2Q5ms http://www.youtube.com/watch?v=3KxJasm3cxQ&featur e=related http://www.youtube.com/watch?v=3KxJasm3cxQ&featur e=related http://www.youtube.com/watch?v=3KxJasm3cxQ&featur e=related http://www.youtube.com/watch?v=3KxJasm3cxQ&featur e=related

6. Levels at which Culture Operates Na Individual / Behavior National Business/Industry Culture Company Culture

7. Hofstede’s Index Power Distance = The Higher the number the greater peoples acceptance of inequality Power Distance = The Higher the number the greater peoples acceptance of inequality Uncertainty = The lower the number the more likely they will take risks Uncertainty = The lower the number the more likely they will take risks Individualism/Collectiveness = The higher the number the more individual the society and the lower the number the more collective Individualism/Collectiveness = The higher the number the more individual the society and the lower the number the more collective Male/Feminism – The lower the number the more ‘feminine’ the country- less focus on materialism and more on quality of life Male/Feminism – The lower the number the more ‘feminine’ the country- less focus on materialism and more on quality of life Long term/Short Term = The higher the number the more long term vision and the more likely the country will be into saving or investing in strategies. Long term/Short Term = The higher the number the more long term vision and the more likely the country will be into saving or investing in strategies.