Professional Documents
Culture Documents
Culture as ways of living Conscious and unconscious values, ideas, attitudes, and symbols that shape human behaviour Culture is learned, not innate Culture defines the boundaries between different groups All facets of culture are interrelated
Keegan: Global Marketing Management Chapter 3/ 1
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High-Context - less important - his/ her bond - everything is dealt with in its own time - lengthy - infrequent
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You can buy in your home-country language but you need to learn your customers language to sell.
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Cultural Diversity
Why People Fail:
Ethnocentric Orientation Ignorance Arrogance Time Factor
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Summary
Culture has both a pervasive & changing influence on each national market environment Global marketers must recognize the influence of culture Nations can be classified as high- or low-context cultures Maslows hierarchy, Hofstedes typology, and the self-reference criterion can provide clues about cultural differences & similarities
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