CULTURE Part I What is culture Language How

CULTURE, Part I • What is culture? • Language • How does culture manifest itself? • How does it impact marketing tasks? NOT a universal practice! MKT 376 CULTURE Lars Perner, Instructor 1

Definitions • Culture: “That complex whole which includes knowledge, belief, art, morals, custom, and any other capabilities and habits acquired by man as a member of society. ” Alternative definition: “Meanings that are shared by most people in a group” [at least to some extent]. (Adapted from Peter and Olson, 1994) MKT 376 CULTURE Lars Perner, Instructor 2

Cultural Lessons • Diet Coke is named Light Coke in Japan-dieting was not well regarded • Red circle trademark was unpopular in Asia due to its resemblance of Japanese flag • Packaging of products is more important in some countries than in U. S. • Advertisement featuring man and dog failed in Africa--dogs were not seem as man’s best friend MKT 376 CULTURE Lars Perner, Instructor 3

More Cultural Lessons. . . • Cologne ad featuring a man “attacked” by women failed in Africa • Food demonstration did well in Chinese stores but not in Korean ones--older women were insulted by being “taught” by younger representatives • Pauses in negotiations • Level of formality MKT 376 CULTURE Lars Perner, Instructor 4

Language: Be Careful! • All Latin Americans (except Brazilians) speak Spanish-don’t they? • Slang--e. g. , “Daughter hanged for crimes in youth. . . ” • Euphemisms • Non-verbal communication-what do gestures and tone imply! MKT 376 CULTURE Is this guy playing real “football? ” Lars Perner, Instructor 5

High vs. Low Context Languages • How precisely does language delineate what is being said? • Language information conveyors: Subjects, objects, tense, gender, singularity • Language richness (words with meanings of different shades) German Latin Great languages for puns! Spanish French English Japanese Chinese Low context MKT 376 CULTURE High context Lars Perner, Instructor 6

Some Writing Patterns English Straight to the point; conciseness valued; theme expressed Romance Judaic Detours are expected to maintain interest and politeness Asian Going in circles to avoid being perceived as overly assertive or causing loss of face. “But that’s another story. ” MKT 376 CULTURE Lars Perner, Instructor 7

Translation issues • Implied understandings, values, and expectations – Context • • MKT 376 Non-verbal language aspects Word ambiguity and multiple meanings Euphemisms Appropriate language use (e. g. , direct vs. indirect) CULTURE Lars Perner, Instructor 8

Appropriate Language Use • Traditions/norms in language – E. g. , active vs. passive – E. g. , “God willing” qualification to stated plans – E. g. , expected digressions • Organization, efficiency, and flow • Suggestive language (overtones) – E. g. , “Tengo calor” vs. “Estoy caliente. ” MKT 376 CULTURE Lars Perner, Instructor 9

Ambiguity: An Example • Hai--meanings: – Yes, I agree – Yes, I hear what you are saying – (I hear you are saying something) MKT 376 CULTURE Lars Perner, Instructor 10

Translation “Centering” • Translating back and forth with “blind” translators until meaning comes out the same in both languages FRENCH Translator 1 SWAHILI Translator 2 FRENCH Modification SWAHILI Translator 3 FRENCH MKT 376 If still not matched, continue process with new translators CULTURE Lars Perner, Instructor 11

Chinese Language Examples • No “-ness” suffix to describe abstract attributes (e. g. , “coolness, gentleness”) • No word for “size”—use “big-small” of feet for shoe size • No “whiteness” “white of swan, ” “white of swan. ” MKT 376 CULTURE Lars Perner, Instructor 12

Suggested Research to Prepare for Working In a New Culture • • • Traffic Laws Dress (attire) Greetings Forms of address Gestures “Taboos” Shopping Time perception Etiquette Smoking • • • Alcohol use Gender roles Relationships Family Social class Ethnic Groups Personal space Rules Authority structure Religion Beliefs, superstitions Source: Melissa Bayer Hess and Patricia Linderman (2002), The Expert Expatriate: Yor Guide to Successful Relocation Abroad, Boston: Nicolas Brealey Publishing. MKT 376 CULTURE Lars Perner, Instructor 13

Hofstede’s Cultural Dimensions • Individualism (vs. collectivism) • Power distance • Masculine vs. feminine • Strong vs. weak uncertainty avoidance • Short vs. long term orientation (Confucianist dynamics) Based on interviews with IBM executives throughout the World--1980 s – “The Foolish Old Man Who Moved the Mountain” MKT 376 CULTURE Lars Perner, Instructor 14

Individualism vs. collectivism • The extent to which – Individuals as opposed to groups are rewarded – It is desirable to “stand out” from others • In collectivism, the unit of responsibility can be (sometimes depending on context) – Work group – Family – Nation, community, or society as a whole MKT 376 CULTURE Lars Perner, Instructor 15

Power Distance • The extent to which “rank” is important in work and relationships • Rank can be based on – Position – Family/ethnic status – Age • Implications for – Strategy formation – Delegation – Correcting mistakes MKT 376 CULTURE Lars Perner, Instructor 16

“Masculine” vs. “Feminine” • “Masculine” values: Dominating environment, “conquering” nature, “progress” – E. g. , damming, tunnels, land development, land reclamation • “Feminine” values: Harmony, preserving environment – E. g. , environmental impact, working around nature MKT 376 CULTURE Lars Perner, Instructor 17

Uncertainty Avoidance • Low uncertainty avoidance – Willingness to • Take risks – Investments – Social situations – Consider new ideas • High uncertainty avoidance – Reliance on authority for decision making MKT 376 CULTURE Lars Perner, Instructor 18

Long vs. short term orientation • Not included in Hofstede’s original work • Complications—is U. S. shortsighted? – Short term financial performance – Investment in new technologies; firms with high price/earnings ratios • Net present value (NPV) analysis/discounted cash flows • Economic structure – Accountability to stockholders; disclosure of information MKT 376 CULTURE Lars Perner, Instructor 19

Characteristics of Culture • Comprehensive • Acquired (learned) • Manifested in boundaries of acceptable thought and behavior--norms and sanctions • Conscious awareness limited (frequently taken for granted) • Dynamic vs. static MKT 376 CULTURE Lars Perner, Instructor 20