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MG308A > Culture > Flashcards

Culture Flashcards

1
Q

What relationship is their between marketing and culture

A

Reciprocal

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2
Q

What is culture

A

The learned set of shared meanings, rituals, norms and traditions among members
-Beliefs, attitudes, goals, values and behaviours
-We are born embedded within a cultural context

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3
Q

How is consumer behaviour related to culture

A
  1. The lens which we view products
  2. Ones culture determines the product priorities and mandates a product’s success/failure
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4
Q

What is socialisation

A

The lifelong process of acquiring culture
-Preparation of newcomers to become members of an existing group and to think, feel, and act in ways the group considers appropriate
-Self-imposed (we want to conform) and externally imposed by rules and others expectations

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5
Q

The iceberg model of culture

A
  1. Evident culture: can be observed and described - customs, language, behaviour
  2. Deep culture: underlying aspects of culture, i.e. values, view of the world, beliefs etc.
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6
Q

Three Aspects of Culture

A
  1. Ecology (evident)
  2. Social structure (evident)
  3. Ideology (deep)
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7
Q

What is ecology

A

The way we interact with physical surroundings; the infrastructure (small NYC apartment)

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8
Q

Ideology

A

Mental characteristics of people and the way they relate to their environment and social groups (ideas about fairness and order)

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9
Q

What is cultural tightness:

A

Strongly enforced norms and rules, low tolerance for deviation

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10
Q

What is social structure

A

How we maintain an orderly social life (laws, political groups)

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11
Q

Deep culture: theoretical frameworks

A

Cultural tightness vs. looseness

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12
Q

What is cultural looseness

A

Weakly enforced norms and rules, higher tolerance for deviation

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13
Q

What are Hofstede’s Cultural dimensions (deep)

A
  1. Power distance
  2. Uncertainty avoidance
  3. Masculinity vs. femininity
  4. Individualism vs. collectivism
    Later added:
    -Time orientation
    - Indulgence vs. restraint
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14
Q

1.What is power distance

A

The degree of equality or inequality between people in the culture

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15
Q

What does low power distancing mean

A

Low= horizontal, strive for equality, demand justification for inequalities, children learn to say “no” at a young age, subordinates are more likely to challenge authority

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16
Q

What does high power distancing mean

A

Vertical, wider gaps, more respect, deference, less upward mobility, children are expected to be obedient to parents, subordinates are less likely to contradict boss

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17
Q
  1. What is uncertainty avoidance
A

Level of tolerance for uncertainty and ambiguity (unstructured situations)

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18
Q

What is low uncertainty avoidance

A

Embrace risk and the unpredictable, more readily accept change, less adherence to rules, procedures and hierarchies, more relaxed, easygoing attitudes

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19
Q

What is high uncertainty avoidance

A

Avoid risk and ambiguity, consider “difference” to be threatening (do not embrace change), need stability via laws, rules, and regulations, more rigid attitudes

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20
Q
  1. What is masculinity vs. femininity
A

Degree to which a culture reinforces (or does not reinforce) traditional masculine work role model of achievement, control, and power

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21
Q

Masculinity

A

High degree of gender differentiation, emphasises success, achievement, assertiveness, ambition, competitiveness and high earnings

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22
Q

Femininity

A

Minimal gender differentiation, emphasises modesty, harmony, nurturance, maintenance of personal relationships, concerned with public welfare and caring for the underdog

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23
Q
  1. Individualism vs Collectivism
A

Degree to which a culture reinforces individual or collective achievement and interpersonal relationships

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24
Q

Individualism

A

High value on autonomy, individual achievement, and privacy (“I”) , loosely-knit social framework

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25
Q

Collectivism

A

High value on the group (family, clan, organisation), loyalty, devotion, conformity (we’ll): everyone takes responsibility for fellow members of the group, tight-knit social framework

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26
Q

Hofestede scores are…

A

Relative
Compared to the USA, Japan is collectivistic:
* USA = 91 on Individualism
* Japan = 46 on Individualism
* Compared to South Korea, Japan is individualistic:
* Japan = 46 on Individualism
* South Korea = 18 on Individualism

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27
Q

What is self-construal (related idea to I/C)

A

Self as separate and independent from others vs. connected to others, embedded in larger network

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28
Q

Independence vs. interdependence experiment

A

-Researchers compared working class (interdependent) and middle class (independent) consumers
-Study 1: recruited local fire fighters (working class) or MBA students (middle/upper class)

“Imagine you bought this car…”
“…and then the next day, your
friend buys…”
How would you feel? – coded responses
– Working class: “I would be happy for her,” “Awesome, let’s
start a car club!”
– Middle class: “My car’s not as unique,” “It spoils my
differentiation,” “I would be irritated

29
Q

Independence vs. interdependence - car ad

A

Researchers then looked at 156 car ads targeted toward “working class” and “middle/upper class”
-Categorised the cars based on whether over 50% owners do or do not have a 4 year degree

Code for the ads for two themes:
-Connecting with others: “Take family time further”, “when two great things come together”
-Differentiating from others: “See the difference”, “No two will ever be the same”.

30
Q

Independence vs. interdependence - car ad - Working class car

A

-Had high number of people present
-Had moderate reference to relationship
-Had a high moderate reference to uniqueness

31
Q

Independence vs. interdependence - car ad - Middle class car

A

-Very low number of people present
-Little to no reference to relationships
-Very high reference to uniqueness

32
Q

What is Country-of-origin (COO) effects

A

Where a product or brand comes from often influences consumers’ perceptions of it
-Based upon experience, knowledge, stereotypes, ethnocentrism, political/cultural relationships
-Marketers want positive COO perceptions to sell offerings

33
Q

What is match-up-hypothesis

A

Consumers have preferences for goods that match their favorable associations with the country of origin
-Assumes consumers are knowledgeable of brands origins
-E.g. France = good quality, wine and champagne

34
Q

Implications of COO effects

A
  1. Leverage positive COO associations
    -Haagen Dazs is a U.S. company started by Jewish-Polish immigrants in New York
    2.Confusion effect
  2. Products associated with an unfriendly or hostile country - boycott russian goods
35
Q

What is confusion effect

A

When international brands have such a strong presence that they become domestic in consumers minds
-Nestle, Adidas, BIC

36
Q

What are the two strategies for global marketing

A
  1. Standardisation
  2. Adaptation
37
Q

Standardisation

A

using the same marketing mix and strategy in all countries, homogenizing a worldwide scale

38
Q

Adaptation

A

Customising the marketing mix and strategy to fit the unique dimensions of each local market
-Plan globally, act locally
-Basic positioning can be the same, but details are adapted for local cultures

39
Q

Pros for standardisation

A
  • Economies of scale
  • Single, coherent global image
  • Quality and performance
  • Excellent monitoring of
    information
40
Q

Pros for adaption

A
  • Respect local preferences and
    expectations
  • Excellent local image
  • Consumers feel important,
    increasing loyalty
41
Q

Cons for standardisation

A
  • Possible loss of advertising
    effectiveness
  • Little reactivity
  • Little flexibility
  • Can create negative reaction
    from neglecting local needs
42
Q

Cons for adaptation

A
  • Higher cost
  • Time consuming and poor
    speed of execution
  • Difficult to know what
    consumers really want (tastes
    constantly change and evolve)
43
Q

Examples of adaptations

A

1.MacDonalds: different menu around the world
2.Band aid in India - adapted to local methods for treating wounds
– Educate public on leaving wounds open to heal
– Added red-colored medicine that resembled iodine
– Later launched turmeric variant
3.Public heath initiatives - iron shaped fish

44
Q

Fail - Best Buy

A
  • In the U.K:
    – Too American – American accent in ads
    – Low awareness (discount grocery store?)
    – Buy fewer electronics, and from smaller stores
  • In China:
    – Local stores cheaper
    – Traffic congestion – don’t want to drive to stores
    – Some blame consumers (“too cheap”) – not a good idea!
    – But iPhone sales in Shanghai sell more per square foot than
    anywhere
45
Q

Which strategy

A

Blend both strategies

46
Q

What is market segmentation

A

Segmentation: process of identifying a group of consumers sharing at least one characteristic that will likely increase their responsiveness to our marketing efforts
– Takes a heterogeneous population and creates homogeneous-like
segments
– An attempt to pull people together (based on common needs) vs.
dividing people
– Segment to increase the efficiency of marketing efforts

47
Q

Segmentation vs. stereotyping

A

Segmentation: emphasises ATTITUDINAL variables
Stereotyping: ephasises PHYSICAL variables
Segmentation: avoid drawing conclusions beyond these variables that might limit the size of the target audience
Stereotypes: Draw unrealistic and potentially offensive conclusions regarding attitudes and behaviors
Segmentation: When developing specific descriptions, consider them to be individuals, not representatives
Stereotypes: Consider any individual in the
population as a representative of
the population as a whole

48
Q

Stereotype content model

A

proposes that stereotypes are defined along two key dimensions:
Warmth + competence
-Can explain a range of stereotypes we see in marketing
-Used to justify treatment of group members

49
Q

Dimensions of mind perception

A

We perceive things as having varying degrees of capacity for agency and experience

50
Q

Agency

A

Capable of action, planning, self-control

51
Q

Experience

A

Capacity to feel emotions and sensations

52
Q

Generation

A

All the people born and living around the same period of time
-Each generation has different likes, dislikes, attributes
-Members have had collective experiences
-Shaped by history, shared events, upbringing

53
Q

Attractive to marketers - Seniors

A

-The richest, most free-spending retirees in history
-Tend to be brand loyal

54
Q

Cultural characteristics - Seniors

A

– Disciplined, self-sacrificing, and cautious (lots of savings)
– An era of conformity followed by post-war WWII happiness
– More traditional gender roles, pre-feminism
– Marriage is for life, divorce and having children out of wedlock were not accepted

55
Q

Attractive to marketers - Baby Boomers

A

-Big target because of size
-Account for half of all discretionary spending
-Buy it now and use credit

56
Q

Cultural characteristics - baby boomers

A

-“Me generation” - value achieving individual success, freedom
-Positive about authority, hierarchy, tradition
-Women began working outside the home
-First TV, divorce generation
-First generation retirement=enjoying life after children leave home

57
Q

Attractive to marketers - Generation X

A

Traditionally overlooked by marketers
-Cynical about obvious marketing (persuasion knowledge)
-Into labels and brand names, but less brand loyal

58
Q

Cultural characteristics - Generation X

A

-MTV Generation
-Entrepreneurial, individualistic, disillusions, judgmental, skeptical, leaning back, slackers
-Commits to self rather than specific career
-Late to marry, quick to divorce

59
Q

Attractive to marketers - Generation Y/millennials

A

-Chance to earn early brand loyalty; socially-conscious brands
– Easily reached via social media and digital channels

60
Q

Cultural characteristics - generation Y/millennials

A

– “9/11 generation,”
– Empowered, ambitious, “leaning forward,” tolerant, inclusive, assertive, entitled, nurtured by omnipresent parents
– High-tech, media savvy, short attention span
– “They have been told over and over again that they are special, and
they expect the world to treat them that way”
– Prefer a relaxed work environment, work/life integration

61
Q

Attractive to marketers -Gen Z

A

$51 billion is spent by tweens every year with an additional $170 billion spent by their parents and family
members directly for them
– Brand loyalty develops at a young age

62
Q

Cultural characteristics - Gen z

A

– They have never known a world without computers and cell phones
– With the advent of computers and web based learning, children leave behind toys at younger and younger age

63
Q

Sex

A

a person’s biological status as male, female, or intersex
– Indicators: sex chromosomes, gonads, internal reproductive organs, external genitalia

64
Q

Gender

A

the attitudes, feelings, and behaviors that a given culture associates with a person’s biological sex

65
Q

Gender identity

A

one’s sense of oneself as male, female, or transgender

66
Q

Gender expression:

A

way in which a person communicates gender within a given culture (clothing, communication, interests)

67
Q

Gender-normative:

A

behaviors that are compatible with cultural expectations

68
Q
A

MG308A (12 decks)

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