INT MKTG WEEK 2
Integrated system of learned behavior patterns that are distinguishing
characteristics of the members of any given society.
o Includes everything that a group thinks, says, does, and marks – its
customs, languages, and material artifacts.
Transmitted from one generation to the next.
Culture is primarily passed on by the parents to their
children but also by:
o Social orgs.
o Special interest groups
o The government
o Schools, and
o The church
Everyone is uncultured into a particular culture.
Problems may arise when a person uncultured in one culture has to adjust
to a different culture, i.e. become acculturated.
Ethnocentricity is the belief that ones own ethnic group or culture is
superior to that of others.
o Problems: it causes people to view other cultures in terms of their
own causing them to overlook important human and environmental
differences among others.
Will blind you to opportunities outside your country
o Consumer ethnocentricity: immoral to buy a product from another
country/culture. I.e. Doing a dis service to your country, taking away
jobs from your own people
Cultural Literacy: participation in international marketing requires that
managers develop this, detailed knowledge about a culture that allows the
manager to function effectively within it.
The elements of culture: multi-dimensional construct
o Material elements
o Social integration
Language: messages are conveyed by the words spoken and the way in
which they are spoken.
o Language is important:
Providing access to the local society Communicating with channel members
Providing a means of interpreting context.
o Companies must master the lang. however to avoid communication
o Best for the company to use Translation Back Translation to minimize
o Non-Verbal Language: body language, gestures, and eye contact.
Aspects of Non verbal Lang:
Time: Flexible in many cultures
Space: Arabs and Latin’s may get a little to close
Material Possessions: Type of suit, watch, car, and
Friendship Patterns: Who you know
Business Arrangements: Formal or in formal.
o Defines the ideals for life
o Existence of a