1. Kazembi Zatjirua * Alexander Fischer * Matthias Metzger * Marc Oback * Holger Ruban The etic approach to cultures and its influence on marketing  Pan cultural approach  Comparing one culture with another  Search for variables and constructs common to all societies (David Luna, 2001)  on micro level these variables are feeling, thinking and acting of people  on macro level these variables are dimensions of cultures that are similar to others

2. Kazembi Zatjirua * Alexander Fischer * Matthias Metzger * Marc Oback * Holger Ruban Etic on a micro level (culture independed realities) Hierarchy of Needs (Maslow, A.) Motivation of purchase low-level needs before high-level needs ERG Theory (Alderfer, C.) Existence, Relatedness, Growth Levels of needs to be pursued simultaneously Acquired-Needs Theory (McClelland, D.) Individual‘s specific needs Achievement, Affiliation, Power

3. Kazembi Zatjirua * Alexander Fischer * Matthias Metzger * Marc Oback * Holger Ruban Etic on a micro level (culture independed realities) Impact on marketing research -Start -Start of purchase decision on the basis of need perception -Multi-stage -Multi-stage process for purchase decision -Process -Process of different time -Understanding -Understanding of the active and sensible actions -Individual -Individual research for each customers / group

4. Kazembi Zatjirua * Alexander Fischer * Matthias Metzger * Marc Oback * Holger Ruban Etic basis - Identifying of types and subgroups of societies Understanding the global market  Reach ability, receptivity, stability, measurability, sustainability and profitability  => Market entry strategy  => Segmentation  => Product placement  To find clusters (cluster theory)  Place of industry  Education  Supply Chain Marketing Operations

5. Kazembi Zatjirua * Alexander Fischer * Matthias Metzger * Marc Oback * Holger Ruban Global market segmentation Macro-level Bases Economic Technological Geographic Cultural Demographic Political Industrial structure Strategic brand positioning Micro-level Bases Lifestyles Attitudes, Tastes and Predispositions Response to marketing Cultural Traits

6. Kazembi Zatjirua * Alexander Fischer * Matthias Metzger * Marc Oback * Holger Ruban Etic on a macro level  Hofstede’s four dimensions of culture variation (1980, 1991)  individualism vs. collectivism  power distance  masculinity vs. femininity  uncertainty avoidance  Schwartz’s framework (1990)  relations between individual and groups  assuring responsible behaviour  the role in humankind in the natural and social world  New concepts  Nigel Holden (2004) => no B2B marketing, negotiations for e.g. Japan and Germany =>

7. Kazembi Zatjirua * Alexander Fischer * Matthias Metzger * Marc Oback * Holger Ruban Example for Hofstede

8. Conclusions and recommendations Global segmentation should include macro and Micro-level Bases