1. Culture BA 362 - Fall 2000

2. How can we understand culture's effects in a diverse marketplace? n Culture is learned, shared, transmitted n Cultures differ in potentially significant ways – Views of the self, relationship to others – Perceptions of products and benefits – Values, morality, and ethics (e.g., sex themes in ads) – Rituals – Lifestyles (dishwashers in Japan) – Regulatory environments (e.g., Europe and the web)

3. What affects the degree to which one must adapt to local conditions? n Degree to which products are culture-bound varies by type of product (e.g., used in personal care, rituals, governed by conventions - cosmetics) n Fit between product distribution and cultural norms, infrastructure n Increasing homogeneity, worldwide communications vs. trends toward fractionalization - McDonald’s in Serbia n Use local sources of information - e.g., high school girls in Japan

4. How can we understand the diversity of subcultures? n Understand distinct social/cultural values, institutions, symbols n Executions need to be sensitive to differences - settings, symbolism - verisimilitude n Acknowledge differences within subcultures