MKTG209 Study Guide - Final Guide: Acculturation
Document Summary
What is culture: integrated system of behaviour that are distinguishing characteristics of the members of any given group within society. Why is culture important: understanding consumer -> develop strategies and implement. Cultural differences: high context vs. low context, change agents -> cultural imperialism (if push is too hard) Dimensions of culture: language, religion, material artefacts, social institutions, education, Sources of cultural knowledge: factual & experiential. Cultural analysis: understanding lifestyle, analyse change agents & opinion leaders, understand communications, hopfstede (individualism, masculinity, power distance, uncertainty avoidance) Using culture in internationalisation: embrace local culture, build local relationships, employ local staff,
