MKTG209 Study Guide - Final Guide: Acculturation, Individualism, Masculinity
Document Summary
Culture defined: culture is an integrated system of learned behaviours that are distinguishing characteristics of the members of any given group in society, culture is multi-dimensional and is typically learned, shared and transmitted from generation to generation. In order to take advantage of global markets and new international segments, marketers are required to have or attain a thorough understanding of individuals and what drives their behaviour. This understanding greatly assists international marketers in the formation of their strategies (when to adapt, change or retain features) and the success of the firm in the implementation of these strategies. Acculturation: acculturation is the process of adjusting or adapting to a specific culture other than one"s own. High context cultures: where the social context of what is said strongly affects the meaning of the message. Low context cultures: where the meaning of the message is explicitly expressed by words. Examples include: australia and the united states of america.
