. in addition to aggregate characteristics of the social environments. In other words, the relevant social and cultural “environments. (See Chapter 4 for a. . meso or micro environments. First Dimension: Political, Social, Economic and Cultural Environment. • social orientation.
The Impact of Social and Cultural Environment on Health Genes, Behavior, and the Social Environment: Moving Beyond the Nature/Nurture Debate. Burgard S, Stewart J, Schwartz J. Occupational Status. San Francisco, CA: Mac.
- CHAPTER 4 181. preserve a strong cultural identity, and that social origins have a strong influence. 234 CHAPTER 4CHAPTER 0 READING DEMANDS Exhibit 4.15.
- 29.02.2012 1 Social and Cultural Environments Global Marketing Chapter 4 Assist. Prof. Dr. Özge Özgen International Marketing Management, Department of.
- . micro and market environment segmentation for consultancy industry 4-37 CHAPTER 4: MACRO, MARKET AND MICRO ENVIRONMENT. • Social-cultural environment.
- Chapter 3 The Social Environment. Social environments lacking basic resources—healthy. interventions in the social environment to improve community health is.
Chapter 4 Social And Cultural Environments Pdf Viewer
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Chapter 3: The Cultural Environment. Chapter Objectives.
Structure Of The Chapter. What is culture. The elements of culture. Chapter Summary. Key Terms. Review Questions.
Review Question Answers. References. Social and cultural aspects of a society form its very nature. As "culture" is the essence of a society, this chapter will concentrate on a discussion of it only.
Of all the so called "environmental uncontrollables", culture, or at least the study of it, is one of the most difficult to comprehend, take account of and harness to advantage. This is particularly so when the product or service is "culture bound". Such products and services include those which are generally indigenous by nature and/or of relatively small value and very common. This is particularly true of foodstuffs. Sadza in Zimbabwe, a staple food made from maize meal, would not go down well in Beverley Hills, California.
Neither would Middle Eastern sheeps eyes menus. Products of a more technical nature, like computers, on the other hand, have a universal appeal. However there is plenty of evidence to suggest that, with shrinking communications and with more people than ever travelling, even the most culture bound product or service can, and is, finding a world market niche. So even the infamous Veldschoen footwear of the South African pioneers has found its way into most corners of the world.
The objectives of this chapter are: -. To describe what is meant by "culture" and the numerous ways which have been devised to study it. To give an understanding of how "culture" effects global marketing planning. To show why the study of "culture" is important to marketers. The chapter begins by defining culture and its constituent elements. The chapter then goes on to describe the various approaches to the study of culture and culminates with a study conducted by Hofstede which is one man's way of looking at culture's consequences.
The chapter emphasizes the need to study culture carefully as it can be a major source of failure in global marketing, if hot taken into account. Much has been written on the subject of culture and its consequences.
Whilst on the surface most countries of the world demonstrate cultural similarities, there are many differences, hidden below the surface. One can talk about "the West", but Italians and English, both belonging to the so called "West", are very different in outlook when one looks below the surface. The task of the global marketer is to find the similarities and differences in culture and account for these in designing and developing marketing plans. Failure to do so can be disasterous. Terpstran. 9 (1. 98. The integrated sum total of learned behavioral traits that are manifest and shared by members of society"Culture, therefore, according to this definition, is not transmitted genealogically.
It is not, also innate, but learned. Facets of culture are interrelated and it is shared by members of a group who define the boundaries. Often different cultures exist side by side within countries, especially in Africa. It is not uncommon to have a European culture, alongside an indigenous culture, say, for example, Shona, in Zimbabwe. Culture also reveals itself in many ways and in preferences for colours, styles, religion, family ties and so on.
The colour red is very popular in the west, but not popular in Islamic countries, where sober colours like black are preferred. Much argument in the study of culture has revolved around the "standardisation" versus "adaption" question. In the search for standardisation certain "universals" can be identified. Murdock. 7 (1. 95.
Levitt. 5 (1. 98. Culture, alongside economic factors, is probably one of the most important environmental variables to consider in global marketing. Culture is very often hidden from view and can be easily overlooked.
Similarly, the need to overcome cultural myopia is paramount. Approaches to the study of culture. Keegan. 3 (1. 98. Maslow's approach, the Self- Reference Criterion (SRC), diffusion theory, high and low context cultures and perception.
There are briefly reviewed here. Anthropological approach. Culture can be deep seated and, to the untrained can appear bizarre. The Moslem culture of covering the female form may be alien, to those cultures which openly flaunt the female form. The anthropologist, though a time consuming process, considers behaviour in the light of experiencing it at first hand. In order to understand beliefs, motives and values, the anthropologist studies the country in question anthropology and unearths the reasons for what, apparently, appears bizarre. Maslow approach. In searching for culture universals, Maslow's.
Maslow hypothesised that people's desires can be arranged into a hierarchy of needs of relative potency. As soon as the "lower" needs are filled, other and higher needs emerge immediately to dominate the individual. When these higher needs are fulfilled, other new and still higher needs emerge.
The hierarchy is illustrated in figure 3. Figure 3. 1 Maslow hierarchy of needs. Physiological needs are at the bottom of the hierarchy. These are basic needs to be satisfied like food, water, air, comfort. The next need is safety - a feeling of well being.
Social needs are those related to developing love and relationships. Once these lower needs are fulfilled "higher" needs emerge like esteem - self respect - and the need for status improving goods. The highest order is self actualisation where one can now afford to express oneself as all other needs have been met. Whilst the hypothesis is simplistic it does give an insight into universal truisms. In Africa, for example, in food marketing, emphasis may be laid on the three lower level needs, whereas in the developed countries, whilst still applicable, food may be bought to meet higher needs.
For example, the purchase of champagne or caviar may relate to esteem needs. Case 3. 1 The Case Of Maize Meat In Africa. Introduced by the white settler, maize meat is the staple diet of the population of countries in Eastern and Southern Africa, Zambia, for example is capable of producing over 3. Kgs bags with a marketable surplus of 2. Kg bags, most of which goes to feed the urban population. For a lot of people, unable to improve their lot, this remains as the staple diet. However, many Africans who are able to improve their lot, progress on to other forms of nourishment - fish.
Interestingly enough, maize is still often eaten despite the social and economic progression that an individual may make. The self reference criterion (SRC)Perception of market needs can be blocked by one's own cultural experience. Lee (1. 96. 5)4 suggested a way, whereby one could systematically reduce this perception. He suggested a four point approach. Define the problem or goal in terms of home country traits, habits and norms.
Define the problem or goal in terms of the foreign culture traits, habits and norms. Isolate the SRC influence in the problem and examine it carefully to see how it complicates the pattern. Redefine the problem without the SRC influence and solve for the foreign market situation.
The problem with this approach is that, as stated earlier, culture may be hidden or non apparent. Uneartherning the factors in b) may, therefore, be difficult. Nonetheless, the approach gives useful guidelines on the extent for the need of standardisation or adaption in marketing planning.
Diffusion theory. Many studies have been made since the 1.
One of the most prolific writers was Everett Rogers. In his book, "Diffusion of Innovations" (1. See figure 3. 2. Figure 3. Adopter categories. In this case the innovators are a small percentage who like to be seen to lead, then the others, increasingly more conservative, take the innovation on. The adoption process itself is done in a series of stages from awareness of the product, through to interest, evaluation, trial and either adoption or rejection (in the case of non adopters).
The speed of the adoption process depends on the relative advantage provided by the product, how compatible or not it is with current values or experiences, its complexity, divisibility (how quickly it can be tried) and how quickly it can be communicated to the potential market. In international marketing an assessment of the product or service in terms of these latter factors is very useful to the speed of its adoption. Most horticultural products, for example, have no problem in transfer from one culture to another, however specific types may have.
It is unlikely that produce like "squash" would sell well in Europe, but it does in Zimbabwe. High and low context cultures. Hall. 2 (1. 97. 7) has suggested the concept of high and low context cultures as a way of understanding different cultural orientations. In low context cultures messages have to be explicit, in high context cultures less information is required in the verbal message.
In low context cultures, for example like Northern Europe, a person's word is not to be relied on, things must be written. On the other hand, in high context cultures, like Japan and the Middle East, a person's word is their bond. It is primarily a question of trust. Perception. Perception is the ability to see what is in culture.
The SRC can be a very powerful negative force. High perceptual skills need to be developed so that no one misperceive a situation, which could lead to negative consequences. Many of these theories and approaches have been "borrowed" from other contexts themselves, but they do give a useful insight into how one might avoid a number of pitfalls of culture in doing business overseas. Consumer products are likely to be more culturally sensitive than business to business products, primarily because technology can be universally learned. However there are dangers in over generalisations. For example, drink can be very universal and yet culture bound. Whilst appealing to a very universal physiological need - thirst - different drink can satiate the same need.