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Culture
Mental frames and meanings shared by most people in a social group
Common perspectives Typical cognitions (beliefs) Affective reactions Patterns of behavior
Analyzing Culture
Analyzed at different levels
Can be shared among people in any size Subculture = meanings shared by smaller groups
Analyzing Culture
Cultural meanings are constantly in motion Social groups differ in amount of freedom to adopt cultural meanings
North American and European societies China, India, Saudi Arabia
Content of Culture
Consists of beliefs, attitudes, goals, values, behavior, rules, customs and norms Social and physical environment, major social institutions, and typical physical objects
Social environment can have rich cultural meanings - cultural meanings of shopping (self-service discount store/ upscale dept. attentive sales service) Physical and material environment - Cultural meaning = landscape, buildings, weather, specific products - ex. Wedding rings, cars
British = self-deprecating humor French = stylish & indirect appeal Japanese = affective > cognition not understood by foreigners Pricing/ distribution = sale negative response
Culture as a Process
First, marketing strategies are designed to move cultural meanings from the physical and social environments into products and services in an attempt to make them attractive to consumers. Second, consumers actively seek to acquire these cultural meanings in products to establish a desirable personal identity or selfconcept.
Continuous and reciprocal movement of meaning between the overall cultural environment, organizations and individuals of society
Marketing Implications
Managing Cultural Meaning
Identify brand meanings Monitor changes in meanings
Means-end analysis ZMET interviews
Cross-Cultural Influences
U.S. Film = 50% revenue from foreign market
Cross-cultural differences
Differences in Consumption Culture
First world = strong consumption activity Third world = growing for middle class
Cross-Cultural Influences
Cross-Cultural Differences
Materialism
importance a consumer attaches to worldly possessions Possessiveness, envy, non-generosity Possessions = symbol of success | source of happiness Americans & Europeans
Marketing Implications
Sensitivity and high tolerance Have similar consumer-product relationships World = Americanized culture
End
Yey!