- 1. Welcome toOur Presentation
2. We AreElegant (V) 3. Group ProfileNo. Name Roll Designation
1Anjuman Ara215Member 2Chowdhury Omor Faruque 377Leader 3Md. Al
Amin419Member 4Rumana 427Member 5Md. Moben Ahmed526Member 4.
RumanaID No: 427 5. Chapter : 3Cultural Foundations 6. Global
CultureGlobal Culture is seensimply as anotherenvironmental
forcethat differ- Across countries. The political system. The legal
andregulatoryenvironment. The level of economicdevelopment. 7. The
Influence of Culture on Global MarketingCultural Framework helps
marketing managers to assessthe cultural nature of a global market.
Language. Religion. Values & Attitudes. Education. Social
organizations Technology & Material culture. Laws &
Politics. Aesthetics. 8. Continued Values &Religion
AttitudesSocialOrganizations Technology 9. Effective Cultural
Signals BodyLanguage Dress Code. Body Position. Hand Movement. Eye
Movement. Fidgeting. 10. ContinuedHai in Japanese 11. Cultural
Differences Affect our Global MarketingMessageNestle In Africa 12.
Anjuman Ara ID No: 215 13. The Meaning of Culture Theunderlying
value framework that guides anindividuals behavior. Reflected in
individuals perceptions of observed events,in personal
interactions, and in the selection ofappropriate responses in
social situation. Determines what is acceptable or
unacceptable,important or unimportant, right or wrong, workable
orunworkable. Encompasses all learned and shared, explicit or
tacit,assumptions, beliefs, knowledge, norms, and values, aswell as
attitudes, behavior, dress, and language. Manifests itself in
learned behavior, as individuals growup and gradually come to
understand what their culturedemands of them. Recognizes that
culture not only predisposes individualtoward certain behavior but
eliminates other behavior.Culture directly influences what people
will do and what 14. ContinuedManifestations Of CultureCultural
differences manifest themselves indifferent ways and differing
levels ofdepth. Symbols represent the mostsuperficial and values
the deepestmanifestations of culture, with heroesSymbolsand rituals
in between. Symbols are Heroeswords, gestures, pictures, or objects
thatcarry a particular meaning which is onlyRitualsrecognized by
those who share aparticular culture. Values Heroes arepersons,past
orpresent, real or fictitious, who possesscharacteristics that are
highly prized in aculture. Rituals arecollectiveactivities,
sometimes superfluous inreaching desired objectives, but
areconsidered as socially essential. 15. ContinuedLayers of
CultureNational Level CorporateRegional Level Level
LayersSocialGenderClassLevelLevelGeneratio n Level 16.
ContinuedLayers of Culture The national level: Associated with the
nation as a whole. The regional level: Associated with ethnic,
linguistic, or religiousdifferences that exist within a nation. The
gender level: Associated with gender differences (female vs.male)
The generation level: Associated with the differences
betweengrandparents and parents, parents and children. The social
class level: Associated with educational opportunitiesand
differences in occupation. The corporate level: Associated with the
particular culture of anorganization. Applicable to those who are
employed. 17. Md. Moben Ahmed ID No: 526 18. Culture across
CountriesCultural Grouping (Scandinavian, LatinAmerican)
MulticulturalHigh (European, Japan, India) vs. Low-Context Culture
(India, China, Russia, USA)(USA, Australia, Newzeland) Varietiesof
Cultures 19. ContinuedHigh-contextcultures(MostEuropean,Japan,
India) arerelational, collectivist, intuitive and contemplative
According to Edward T. Hall, these cultures arecollectivist,
preferring group harmony andconsensus to individual achievement .
High-context communication tends to be moreindirect and
moreformal.Flowerylanguage, humility, and elaborate apologies
aretypical. 20. Continued 21. Continued 22. Continued 23.
Comparison between High & Low Context CultureHigh Context
CultureLow Context CultureIndirect and implicit messagesDirect,
simple and clear messagesPolychromic MonochromicHigh use of
non-verbal communicationLow use of non-verbal communicationLow
reliance on written communication High reliance on written
communicationUse intuition and feelings to makeRely on facts and
evidence fordecisions decisionsLong-term relationships Short-term
relationshipsRelationships are more important than Schedules are
more important thanschedules relationshipsStrong distinction
between in-group Flexible and openand out-group 24. Md. Al Amin ID
No: 419 25. Definition of Silent Language The Silent Language is a
translation not from one language to another, but from a series of
complex, nonverbal, contexting communications into words. The
silent language is one of the great paradoxes of culture It isnt
just that people "talk" to each other without the use of words, but
that there is an entire universe of behavior that is unexplored,
unexamined, and very much taken for granted. It functions outside
conscious awareness and in juxtaposition to words. 26. Example
Peopleof the Western world, particularly Americans, tend to think
of time as something fixed in nature, something around us and from
which we cannot escape/ an ever-present part of the environment,
just like the air we breathe. That it might be experienced in any
other way seems unnatural and strange, a feeling which is rarely
modified even when we begin to discover how really differently it
is handled by some other people. Within the West itself certain
cultures rank time much lower in over-all importance than we do. In
Latin America, time is treated rather cavalierly. In Mexico one
commonly hears the expression, "Our time or 27. Silent Language
Example 28. Continued 29. Five Patterns Of Silent Language Space
AgreementAcrossMaterialCulture Silent LanguageFriendshipPossessio
Pattern ns 30. Continued Space: Distance between two people
conversing. In the MiddleEast men maintain an intimate distance,
often too close forcomfort for western people. Material
Possessions: Always speak about volumes aboutones station in life,
particularly where social hierarchic are welldeveloped so that
people learn what to look for. The emphasis onwell-known brands in
Asian markets, for example, reflects a needto clearly identify ones
position with signals other people readilyunderstand. Friendship
Patterns: Friendship patterns are not only reflectiveof your own
cultural upbringing but also involve questions of trustand
responsibility. Agreement Across Culture: Agreement across culture
are alsointerpreted differently Perceptions of Time: Perceptions of
time vary considerably 31. Chowdhury Omor Faruque ID No: 377 32.
Self Referencing As globalization of world Self referencing is a
processrapidly changes, todays by which we form judgmentsglobal
managers, whose about others.It involvescompany operates in many
judging others behaviorparts of world, face manyagainst our past
experienceschallenges in securing their and our own conception
ofbusiness interests in otherself.countries. It is common that
after selling When a business decides to a product or serviceenter
the foreign market there successfully many firmsare a several
factors that a assume that the product orcompany should take into
service will, withoutconsideration before decidingadaptation, also
be successfulto expand their product or in foreign markets.service
into foreign market. Therefore, one of the primaryAmong these
factors are thebarriers to globalcultural differences the
marketing, particularly for 33. Illustrations Of SRC in Different
Culture To demonstrate effects of Monochronic cultures tend to Self
Reference Criterion we value precise scheduling and can simply
consider doing one thing at a time, misunderstandingsor
conflictscanhappen between people of different whereasin
polychromic cultures as the meaning ofcultures promptness valued
time, the attitudes towards less and multiple task can be the other
people can be done simultaneously. perceived differentin different
cultures Space is perceived differently across different cultures.
According Perner, there are different perspectives exist in Symbol
has different meaning different cultures on several indifferent
culture.For issues such as: example, white is seen as symbol purity
in US, but it is symbol of a death in China. 34. The Effects of SRC
on Decision Making The ethnocentrism and Self Reference Criterion
can influence anassessment of appropriateness of a products
domesticallydesigned marketing mix for a foreign market. However,
the influence of both Self Reference Criterion and theethnocentrism
can be controlled effectively simply by recognizingtheir effects on
our behaviors. It is crucial to have greater awareness of the need
to besensitive to differences and to ask questions and identify
culturalvalues before doing business in another country. The case
of Disneyland proved that how Self ReferenceCriterion can make all
efforts worthless if appropriate actions nottaken. When they have
opened their business in France, theyfaced a tremendous problem and
lost billions of dollars. This wasbig mistake made by Disneyland
stemming from reliance on theirSelf Reference Criterion in making
decision. 35. How to Isolate SRC when Entering Into
GlobalMarketsFour Point ApproachA)Define the problem or goal in
terms of home country traits, habitsand normsB) Define the problem
or goal in terms of foreign culture traits, habitsand normsC)
Isolate the Self Reference Criterion influence in the problem
andexamine it carefully to see how it complicates patternD)
Redefine the problem without the Self Reference Criterion
influenceand solve for the foreign market situationConcluding In
summarizing, it is clear that adverse effects of Self Reference
Criterion can be prevented and turned into benefits by being aware
of cultural differences and recognizing the importance of those
differences. 36. Thank youFor Being with Us
