1 / 11

Seminar 4

International marketing in culture : The influence of culture on international marketing activities. Seminar 4. In China it´s important to make points without winning argumets : criticism , even if asked for , can couse a host to lose face. In Germany

roy
Télécharger la présentation

Seminar 4

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. International marketing in culture: The influence ofculture on international marketing activities Seminar4

  2. In China it´simportant to makepointswithoutwinningargumets: criticism, evenifaskedfor, cancouse a host to lose face. • In Germany it´sconsidereddiscourteous to usefirstnamesunlessspecificallyinvitedto do so. • In Brazil To do notbeoffended by theBrazilianinclination to touchduringconversation. Such a customisnotaviolationofyourpersonalspacebutrathertheBrazilianwayofgreeting, emphasizing a point or making a gestureofgoodwill and friendship. Seminar 4

  3. ElementsofCulture1. GeertHofstedeCulturalDimensions • Individualism/ Collectivism Index: refers to thepreferenceforbehaviorthatpromotesone´sself- interest. It´s a relation to socialgroups, in which are peopleitsmembers. • Individualismcultures: reflectan „I“ mentality and tend to reward and acceptindividualinitiative. Itpartains to societies in whichthetiesbetweenindividuals are loose. Everyoneisexpected to lookafterhimself or herself and his or herimmediatefamily. • Collectivismcultures: reflect a „We“ mentality and generallysubjugatetheindividual to thegroup. It´sopposite, pertains to societies in whichpeoplefrombirthonward are integratedintostrong, cohesivegroups. • Central and EastEuropecountries Seminar 4

  4. Powerdistance Index(Theauthority): measuresthetoleranceofsocialinequality, thatispowerinequalitybetweensuperiors and subordinateswithin a socialsystem. • High PDI: scorestend to behierarchical, withmemberscitingsocial role, manipulation and inheritanceassourcesofpowerandsocial status. Peoplescores are more apt to have a generaldistrustofothersbecausepowerisseen to rest withindividuals and iscoerciveratherthanlegitimate. Tend to indicate a perceptionofdifferencesbetweensuperior and subordinateandbeliefthatthosewho hold power are entitled to privileges. • Low PDI: tend to valueequality and cite knowledge and respectassourcesofpower. Reflects more egalitarianviews. • Central and EastEuropecountries Seminar 4

  5. UncertaintyAvoidance Index (The risk): measuresthetoleranceofuncertainty and ambiguityamongmembersof a society. • High UAI:are highlyintolerantofambiguity and as a resulttend to bedistrustfulof new ideas or behaviors. Theytend to have a highlevelofanxiety and stressand a concernwithsecurity and rule following. Withveryhigh UAI thusaccord a highlevelofathority to rulesas a meansofavoiding risk. • Low UAI: are associatedwith a lowlevelofanxiety and stress, a toleranceofdeviance and dissentand a willingness to takerisks. Take a more empiricalapproach to understanding and knowledge. • Central and EastEuropecountries Seminar 4

  6. Masculinization/ Feminism: thedegreeofman´s and woman´scharacteristic. • HighMasculinization:refers to the distribution of roles between the genders which is another fundamental issue for any society to which a range of solutions are found. in the masculine countries they are somewhat assertive and competitive, but not as much as the men, so that these countries show a gap between men's values and women's values. • HighFeminism: women's values differ less among societies than men's values. The women in feminine countries have the same modest, caring values as the men. • Central and EastEuropecountries Seminar 4

  7. Comparison some of Hofstede´s countries http://www.geert-hofstede.com/hofstede_dimensions.php?culture1=79&culture2=7#compare Seminar 4

  8. ElementsofCulture2. Moelelements • Organization • Systematic: Thebasicorganizationelements are thefunctions, which are co-ordinated by logicalrelations. Theserelationsbetweenpeople are determined by thefunctions, which are done. • Organic: Thefunctions are changed by relations. It´sbased on personalrelation and on corporatehierarchy and on functionalsystem. • Leadingstyle • Individual: The person isconvincedof idea, thatthepeople are equal and thantheclevest or most competentdecidesallabout. • Group:Thepeople are different and allofthemhaveright to possibilities, thathissuggestioncouldbeaccepted and haveright to influencethestuff, which are importatnforhim. Seminar 4

  9. Seminar 4

  10. SPAIN • Theshakinghandsisfriendly and hearthy ( ifit´spossible, the man patssomebody on theback or on theshoulder, • Thetypicalembranceiscalled: „ambrazo“ • Theeyecontactisveryimportant, butwomenshouldbewareof more – a coquetry, • TheSpanishesbelieve in „old-fashioned“ corporatebehavior- to keep severe conservative and religionvalues • Thehands in thepocketmeans, thattheoldetinhibitantsconsideritlikethedoltishness or vulgarity, • TheSpanishdon´tliketheyawnadnpulping in public, • In restaurant or on party, themenwait on moment, whenallofwomensitdown and thanthemensitdowntoo, • By toast say „ Čin Čin“. Don´tstart to eat, ifevebodydon´tsitdownaftersittingsay „ Buenprovencho“ Seminar 4

  11. ITALY • TheItalianhave „most heartfelt“ relation to physicaltouches- theylike to kiss, themenlike to embranceeachother. • The most knownItalianmotionis „shrugwithraisedpalms“, thatmeans - I DON´T KNOW, • To chirr or to touchthejawrepresents „restlessness“. • Tabootheme: policy, clergy, mafia, family (cantalkonlypositivabout...) • Be on timer- nooo Seminar 4

More Related