Professional Documents
Culture Documents
BE 531
Revision
Dr Katerina Tasiopoulou
katerina@essex.ac.uk
Office hours - email for appointment or let me know after class
Communications objectives
Engaging an audience
Figure 1.4
Figure 1.5
Realms of
Understanding
Source
Realms of
Understanding
Encoding
Decoding
Receiver
Message
Noise
Noise
Problems:
Sending the wrong message will result in misinterpretation by
the receiver
Lacking conviction, authority, trust or expertise
Cause: lack of proper understanding of the target audience
(cultural, social)
Solution: Research, Celebrity and white coat endorsements
Sender
Receiver
Process of Diffusion
3. Decision
4. Implementation
Innovators
Laggards
5. Confirmation
Time
Process of Diffusion
Need recognition
Information Search
Marketing
Communications
Evaluation of Alternatives
Purchase
Post Purchase Evaluation
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Other Stimuli
Communications
Mix
Dealer Choice
Political, Legal
Motivation
Economic
Perception
Purchase
Amount
Technological
Learning
Purchase
Timing
Cultural
Memory
Culture
Self
Actualisation
Payment
Method
Subculture
Social Class
Reference Groups
Situational
factors
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Awareness
Advertising
Direct Marketing
Interest
Public Relations
Digital
Desire
Sales
Promotion
Personal
Selling
Purchase
Repeat Purchase
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Cognitive Dissonance
- Term coined by L. Festinger to desribe a psychological state in
which there is some incongruity ( dissonance) caused by two
contradictory attitudes or beliefs
- Resulting inconsistency encourages the individual to modify his/
her thoughts to be more compatible and harmonious.
- Example: Post shopping regret caused by guilt or poor decision
making or brand promise not being achieved.
- Relates to customer satisfaction and retention
Reminding
Informing
Persuading
Cultural convergence
- the world is getting smaller and more the similar everywhere
Localism
Multi-local strategy
- local cultures remain strong and are gaining strength outside the mainstream
Turkey
Language
Iran
Abu Dhabi
S Vietnam
Economic
System
Germany
Austria
Switzerland
Bahrain
Hong Kong
Philippines
Indonesia
Malaysia
Thailand
Anglo
Canada
Peru
Mexico
Chile
Taiwan
Legal
System
Germanic
Finland
Saudi Arabia
UAE
Far Eastern
Culture
Norms, Values and Beliefs
Sweden
Denmark
Kuwait
Political
System
Social
Structures
Norway
Greece
Arab
Religion
Nordic
Near Eastern
Country Clusters
Colombia
Argentina
Italy
UK
New Zealand
Belgium
S Africa
Portugal
Spain
Latin American
Australia
Ireland
France
USA
Latin European
Independent
Japan
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India
Brazil
Israel
Implications
Differences in:
Consumer perceptions, preferences and tastes
National culture
Ethnic culture
Subculture
Social Class
Reference Groups
Family
The Individual
Examples of trends:
Americans buy larger fridges and appliances than Europeans
The Japanese wash their clothes at lower temperatures than Americans
Germans prefer smaller frozen pizzas to Americans
Some culturally sensitive products categories are becoming more global - growth of
global brands in food and drink, retailing and fashion
Problems
Even world brands like MTV, Coca Cola and McDonalds all have
some adaptation and variations for local tastes
Advertising
Language
Personal selling
Sales promotion
Public relations
Direct marketing
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a) Power distance:
"
The extent to which less powerful members
of institutions and organizations accept that
power is distributed unequally.
"
Countries in which people blindly obey the
orders of their superiors have high power
distance. This should be observed at lower
levels or even upper levels.
c) Individualism
b) Uncertainty avoidance
" The extent to which people feel threatened by
ambiguous situations and have created
beliefs and institutions that try to avoid
these.
" Countries populated with people who do not
like uncertainty tend to have a high need for
security and a strong belief in experts and
their knowledge; examples include
Germany, Japan, and Spain.
I and Me cultures
Collectivist
#
We and Us cultures
Rank shared goals higher than
individual desires and goals
Subordinate their own wishes
and goals to those of the
relevant social unit
Egypt
Nepal
Israel
#
#
#
#
Romania
Nigeria
CanadaStates
United
#
#
#
#
#
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"
"
"
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27
Individualistic
#
25
39
38
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Mexico
India
Japan
41
d) Masculinity
" A cultural characteristic in which the dominant
values in society are success, money, and
things.
" In contrast, femininity is the term used by
Hofstede to describe a situation in which the
dominant values in society are caring for
others and the quality of life.
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High Power
Distance
High
Individualism
High
Masculinity
High
Uncertainty
Avoidance
High LongTerm
Orientation
Philippines
United States
Japan
Japan
Hong-Kong
India
Australia
Korea
Taiwan
Singapore
Great Britain
Brazil
Japan
Brazil
Netherlands
Pakistan
Korea
Hong-Kong
Canada
New Zealand
Sweden
Germany
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