CULTURAL INFLUENCES:

PERSEPECTIVES
SO TODAY,,,,,,,,,,

 DEFINTION OF CULTURE
 NATURE OFCULTURE-COMPONENETS
 THE LANGUAGE OF CULTURE
 THE IMPACT OF GOVT AND LAWS ON A
CULTURE
 THE MATERIAL ARTIFACTS OF A CULTURE
 CONSUMER PRODUCTS/SERVICES AND
THEIR CULTURAL MEANINGS
DEFINITION OF CULTURE

 CULTURE IS DEFINED AS PATTERNS OF

VALUES, BELIEFS, AND LEARNED
BEHAVIOUR THAT ARE HELD IN COMMON
AND TRANSMITTED BY THE MEMBERS OF
ANY GIVEN SOCIETY.
 CULTURE SHOCK: THE MOST DISTURBING
SENSES OF ANXIETY, DISPLACEMENT, AND
POSSIBLY FEAR.
 UNDERSTANDING CULTURE IS IMP IN
MARKETING INTERNATIONALLY.
 BUYING A CAR :
 US: VISIT DEALERSHIPS AND NEGOTIATE
THE PRICE WITH THE SELLERS AND LOOK
OUT FOR SPECIAL SALES.
 GERMANY: GOVT ALLOWS REDUCTION
TWICE A YEAR. PRICE CUTS CANNTO
EXCEED 3%.
 CULTURE INFLUENCES THE BENEFITS
SOUGHT AND , THEREFORE, THE
PRODUCTS AND SERVICES NEEDED TO
DELIVER THESE BENEFITS.
 THE DAILY BEHAVIOURS AND THE
LIFESTYLES OF CONSUMERS,PRESCRIBED
BY THE CULTURE, ARE WHAT SHAPE
BENEFITS SOUGHT.
 IN LOS ANGELS AND CHICAGO, PEOPLE LIVE
IN SUBURBS AND COME TO THE CITY BY CAR.
 LONDON: USING PUBLIC TRANSPORTAION IS
THE NORM.
 ON THE WATER WAYS OF VENICE, BOATS
AND BRIDGES HELP PEOPLE GET AROUND.
 HO CHI MINH CITY, VIETNAM COMMUTERS
RELY HEAVILY ON BICYCLES AND MOTOR
SCOOTERS.
 EVEN FOR THE BASIC PRODUCTS:
 COLG-PALMLVE COMPANY OFFERS ITS BATH
AND HAND SOAPS IN SEVEN DIFFERENT
FRAGRANCES AND THREE DIFFERENT SHAPES
ACROSS THE 43 COUNTRIES IN WHICH THEY
ARE SOLD.
 COSMPLTIN MAGAZINE IS PRINTED IN ABOUT
30 INTERNATIONAL EDITIONS WITH VARYING
EDITORIAL CONTENT IN ABOUT ONE DOZEN
LANGUAGES.
NATURE OF CULTURE-COMPONENETS

 BROAD SPECTRUM OF DIVERSITY AND HAVE

THE SAME CENTAL PURPOSE.
 SURVIVAL OF THE GROUP IS THE TOP
PRIORITY.
 SOCIAL STRUCTURES, FORMAL LAWS,
COMMON LANGUAGES,MYTHS, CUSTOMS,
RITUALS, AND SYMBOLS ARE EGS OF THOSE
THINGS THAT AIM TO ENSURE THE CULTURE’S
AND THOSE WHO COMPLY ARE REWARDED.
NORMS

 ALL SOCIETAL UNITS ESTABLISH RULES OF

BEHAVIOUR FOR MEMBERS.

 THESE PROVIDE GUIDANCE ON

ACCEPTABLE AND UNACCEPTABLE
BEHVIOUR.
CLASSIFICATION OF NORMS

 ENACTED NORMS: EXPLICIT RULES EASILY

RECOGNISED BY PEOPLE INSIDE AND
OUTSIDE OF THE SOCIAL UINT.
EG: IN MALTA DIVORCE IS AGAINST THE LAW
FROM ROMAN CATHOLIC CHURCH IN THE
SOCIETY
IN SWEDEN, DIVORCE IS MORE
ACCEPTABLE TO THE CULTURE AND HAS
LEGAL STANDING.
CRESCIVE NORMS

CN ARE LEARNED AND PRACTISED BY

MEMEBERS OF A SOCIAL UNIT BUT MAY
NOT BE READILY RECOGNISED BY
NONMEMBERS.
CUSTOMS

 CUSTOMS ARE BEHAVIOURS THAT HAVE

LASTED OVER TIME AND ARE OFTEN
PASSED DOWN IN THE FAMILY SETTING.
 Eg: Gender roles, holidays or religious
celebrations.
 CEREMONIES: CARRIED
OUTBIRTH,CREMATION CEREMONIES.
MORES

 MORE-AYS ARE TIED TO THE MORAL

STANDARDS OF A CULTURE.
 TABOOS: FORBIDDEN AMONG ITS MEMBERS.
 EG: MARRIAGE TO CLOSE FAMILY MEMBERS
IS FORBIDDEN IN MANY NATIONS TODAY,
INCLUDING US.
 IN 19TH CENTURY, WITH IN THE ROYAL FAMILY
IN THE HAWAIIAN ISLANDS WERE
ACCEPTABLE.
CONVENTIONS

 PRACTICES TIED TO THE CONDUCT OF

EVERYDAY LIFE IN VARIOUS SETTINGS ARE
CONVENTIONS.
 EG: FOOD TO BE SERVED IN CERTAIN
SETTINGS, APPROPRIATE CLOTHING TO BE
WORN, THE WAY A HOUSE SHOULD BE
FURNISHED AND HOW THE GROUNDS ARE
TO APPEAR.
SANCTIONS

 SANCTIONS ARE NEGATIVE ACTIONS ON

THE PARTS OF MEMBERS OF THE CULTURE
AND MAY BE IN THE FORM OF
AVAOIDANCE, SHUNNING OR BANNING ,
WHERE INDIVIDUALS ARE NOT ALLOWED
TO PARTICIPATE IN VARIOUS ACTIVITIES.
 Eg: ATHELETE COULD BE BANNED FOR
USING DRUGS.
VALUES

 PERSONAL VALUES : ENDURING BELIEFS

THAT SPECIFIC MODES OF CONDUCT OR
END-STATES OF EXISTENCE ARE
PREFERRED TO OTHER SPECIFIC MODES OF
CONDUCT OR END STATES.
INSTRUMENTAL VALUES

 PERSONAL VALUES THAT ARE ENDUING

BELIEFS THAT SPECIFIC MODES OF CONDUCT
OR END STATES OF EXISTENCE ARE
PREFERRED TO OTHER SPECIFIC MODES OF
CONDUCT OR END STATES.
 SPECIFIC MODES OF CONDUCT MIGHT BE
AMIBITION, BROAD MINDED
NESS,CAPABILITY, CHEERFULNESS,
CLEANLINESS OR HELPFULNESS AMONG
OTHERS.
INSTRUMENTAL VALUES

 HONEST
 AMBITIOUS
 RESPONSIBLE
 COURAGEOUS
 HELPFUL
 POLITE
 LOGICAL
 OBEDIENT
TERMINAL VALUES

 PERSONAL VALUES THAT ARE ENDURING

BELIEFS THAT SPECIFIC MODES OF CONDUCT
OR END STATES OF EXISTENCE, IF ENACTED
OVER TIME, LEAD TO DESIRABLE END-STATES
OR TERMINAL VALUES(END STATES OF
EXISTENCE THAT ARE PREFERRED OVER
OTHER END STATES.)
 EG: COMFORTABLE LIFE, A SENSE OF
ACCOMPLISHMENT, A WORLD AT PEACE, OR
RACIAL EQUALITY.
TERMINAL VALUES

 A WORLD AT PEACE
 FAMILY SECURITY
 FREEDOM
 A COMFORTABLE LIFE
 WISDOM
 SOCIAL RECOGNITION
 PLEASURE
 EG : IN THE US ONE HUNDRED YEARS AGO,
PEOPLE PLACED HIGH VALUE ON HAVING
LARGE FAMILIES AND ON IMMIGRATION AS
MEANS OF BUILDING A LABOR FORCE AND
ENSURING CONTINUED GROWTH.
 TODAY, SMALLER FAMILIES, EMPHASIS ON
EDUCATION, AND CONSERVATION OF
RESOURCES ARE SOME OF THE MODES OF
CONDUCT CARRIED OUT TO STRENGTHEN
THE CULTURE
IDENTIFYING CULTURAL VALUES

 ONCE THE MARKETER IDENTIFIES VALUES

BEING EXPRESSED BY PARTICULAR OR
SERVICES OR IN CERTAIN SITUATIONS
SUCH AS SHOPPING, IT SI POSSIBLE TO
DEVELOP POSITIONING STRATEGIES AND
COMMUNICATION MESSAGES
CONSISTENT WITH THE VALUES.
BELIEFS IN A CULTURE

 CULTURE HAS ITS ROOTS IN A NUMBER OF

SOURCES.
 TWO AREAS: RELIGION AND MYTH.
 WE SEE THE ORIGINS BEING TO TIED TO
RELIGIOUS DOCTRINES, TRADITIONS, AND
LAWS OF THE CHURCH.
 IN THE CASE OF MYTHS, THESE STORIES
REFLECT BELIEFS AND VALUES AND IN
SOME CASES SUGGEST THEIR ORIGINS.
RELIGION

 CULTURES ARE ALSO SHAPED BY THE

UNDERLYING RELIGIOUS PHILOSOPHIES OF
THE PEOPLE.
 NATIONAL RELIGION IMPACTS ON THE VALUE
SYSTEM
 IRAN AND SAUDI ARABIA ARE GREATLY
INFLUENCED BY ISLAMIC LAW.
 INFLUENCE OF ROMAN CATHOLIC DOCTRIN
ON THE VALUES, BEHAVIOURS, AND EVEN THE
LAWS IN MALTA, SPAIN AND ITALY.
 NETHERLAND AND SWEDEN , VERY LITTLE
RELIGION SPECIFIC INFLUENCE IS SEEN.
 THAILAND IS APPROXIMATELY 95%BUDDISHT
AND THE TEACHINGS OF THIS FAITH ARE
EVIDENT THROUGH OUT THE CULTURE.
 NORTHERN IRELAND : ROMAN CATHOLICS
AND PROTESTANTS, MALAYSIA: MUSLIMS
AND OTHER RELIGIONS, AND YUGOSLAVIA:
CHRISTIAN AND MUSLIM.
 WHAT PRODUCTS AND SERVICES ARE
ACCEPTABLE WITH IN THE CULTURE, HOW
THEY ARE TO BE POSITIONED, TO WHOM
THEY SHOULD BE TARGETED AND WHAT
SORTS OF PROMOTIONAL
COMMUNICATIONS ARE ACCEPTABLE ALL
MUST BE UNDERSTOOD BY THOSE WHO
WISH TO MARKET THERE.
MYTHS

 A MYTH IS A STORY OR FABLE THAT

REFLECTS IMPORTANT VALUES SHARED BY
MEMBERS OF A CULTURE AND IT IS USED
TO TEACH ONE OR MORE OF THESE
VALUES.
MYTHS APPEAR TO SERVE FOUR FUNCTIONS:

 METAPHYSICAL: GUIDES TO THE ORIGIN OF

THE EXISTENCE
 COSMOLOGICAL: THE COMPONENTS OF
THE UNIVERSE ARE PART OF A SINGLE
WHOLE.
 SOCIOLOGICAL: CLUES TO THE SOCIAL
CODE OF A CULTURE
 PSYCHOLOGICAL: GUIDES TO THE
APPROPRIATE PERSONAL CODE.
 THERE ARE POSITIVE MYTHS ABOUT ELVES
THAT MAY BE FOUND IN CHILDREN’S
FABLES, FOR EX: THE ELVES THAT MADE
FINE SHOES AT NIGHT AS THE POOR
COBBLER SLEPT; TODAY, KEEBLER BRAND
HAS FOSTERED THE MYTH THROUGH
ADVERTISING THAT THEIR COOKIES AND
CRACKERS ARE MADE BY FRIENDLY ELVES
THAT BAKE THE GOODS WHILE LIVING IN A
HALLOW TREE.
RITUALS IN A CULTURE

 RITUALS ARE PATTERNS OF BEHAVIOUR

TIED TO EVENTS THAT WE CONSIDER
IMPORTANT IN OUR LIVES.
 THREE CHARACTERISTICS: SPECAIL
SYMBOLIC MEANING TO US
OCCUR IN A FIXED OR PREDICTBALE
SEQUENCE AND
 ARE REPEATED WITH SOME REGULARITY
 A RITUAL AS INFREQUENT AS MARRIAGE
INVOLVING ALL KINDS OF GOODS AND
SERVICES FROM THE PURCHSE OF AN
ENGAGEMENT RING THROUGH THE HONEY
MOON TRIP.
 IT CAN BE AS REGULAR AS A THANKS
GIVING DAY,.
HOLIDAY RITUALS

 RITUALS AROUND THE WORLD ARE OFTEN

ASSOCIATED WITH HOLIDAYS, BOTH
RELIGIOUS AND SECULAR.
 BASTILLE DAY IN FRANCE, O-SHO-GATSU
IN JAPAN, RAMADEN IN ISLAMIC NATIONS,
THANKS GIVING DAY IN THE UNITED
STATES, CINCE DE MAYO IN MEXICO, AND
THE CHINESE NEW YEAR ARE JUST SOME
EXAMPLES.
 HAPPY EASTER FROM HERSHEY KISSES
SAY SPECEIALLY.

 A PRODUCT THAT IS AVIALABLE ALL YEAR

IS PRESENTED IN SUCH A WAY AS TO TIE IT
TO A HOLIDAY RITUAL AND SO EVOKE A
SPECIAL RITUALISTIC FEELING LEADING TO
A RITUALISTC PURCHASE.
RITUAL ARTIFACTS

 RITUAL ARTIFACTS ARE THOSE NEEDED

INORDER TO FOR RITUALS TO BE CARRIED
OUT SUCCESSFULLY.
 FLOATS FOR THE ROSE PARADE,BOOK FOR
BET TIME STORIES, A UNITY CANDLE FOR A
WEDDING
RITUAL SCRIPTS

 SCRIPTS ARE SPECIFIC PROCEDURES THAT

INCLUDE THE SEQUENCE OF RITUAL STEPS
AND THE NECESSARY ARTIFACTS.
 WEDDING PROCESS, ,,,,,,
IDENTIFYING THE COMPONENETS OF A CULTURE
HELPS MARKETERS

 ANALYSE THE IMPACT OF NORMS,

CUSTOMS, MORES, CONVENTIONS, AND
SANCTIONS WITH IN A CULTURE TO
DETERMINE APPROPRIATE PRODUCT AND
SERVICE OFFERINGS.
 UNDERSTAND THE VALUE STRUCTURE OF
A SOCIETY AND HOW CONSUMERS USE
PRODUCTS AND SERVICES TO PRODUCE
VALUE-RELATED BENEFITS.
 RECOGNISE THE KEY RELIGIOUS AND
MYTHOLOGICAL FACTORS IN A CULTURE’S
BELIEF SYSTEM SO AS TO OFFER ONLY
THOSE SERVICES AND PRODUCTS THAT
FIT.
 POSITION APPROPRIATE PRODUCTS AND
SERVICES AGAINST THE VARIOUS RITUAL
BEHAVIOURS OF THE MEMBERS OF A
SOCIETY.
LANGUAGES OF A CULTURE

THE LANGUAGES TO BE EXPLORED HERE ARE:

 WORDS
 COLORS
 TIME
 SPACE
 DISTANCE
 GESTURES
 SYMBOLS
 FRIENDSHIPS
 AGREEMENTS
WORDS

 COCA COLA : CHINA: THE PRODUCT NAME

SOUNDED LIKE : KOU-KE-KOU-LA: A
THIRSTY MOUTH AND A MOUTH OF
CANDEL WAX.
 KE-KOU-KE-LE: A JOYFUL TASTE AND
HAPPINESS
 REVLON: LU-HUA-NONG. THE FRAGRANCE
OF THE FLOWERS COVERED MORNING
DEW- A VERY PSOITIVE IMAGE.
 PEPSI CO ATTEMPED TO TRANSLATE PEPSI
BRINGS YOU BACK TO LIFE INTO CHINESE
ND THE RESULT WAS PEPSI BRINGS YOUR
ANCESTORS BACK FROM THE GRAVE AND
THE GERMANS THOUGHT IT MEANT COME
BACK FROM THE DEAD.
COLORS

 US: DEATH:COLOR BLACK AS A BORDER:

 AFRICAN NATIONS AND CHINA: WHITE
 RED IS VERY POSITIVE COLOR IN
ARGENTINA AND DENMAK , AND IN CHINA
IT MEANS GOOD LUCK.
 RED IS ALSO A NEGATIVE COLOR IN
NIGERIA AND GERMANY. IT S A FEMININE
COLOR IN CHINA AND MUSCULANIE IN
FRANCE AND BRITAIN.
 WHEN CANADA DRY USED RED AS THE
DOMINANT COLOR ON ITS SUGAR-FREE
GINGER ALE CONTAINER, SALES WERE
DISAPPOINTING.
 RED WAS FOUND TO BE ASSOICATED WITH
COLA SOFT DRINKS.
 THE REDESIGNED CONTAINER WAS GREEN
AND WHITE AND THE RESPONSE WAS A
DRAMATIC INCREASE IN SALES.
TIME

 TIEM IS IN EVERY ASPECT OF SOCIAL LIFE

SPANNING INDIVIDUAL, GROUP AND
CULTURAL LEVELS.
 INDIVIDUALS EXPERIENCE SELF-TIME IN THE
MEMORIES,PERCEPTIONS AND FUTURE
EXPECTATIONS OF THEIR EVERYDAY LIVES.
 INTERACTION TIME WITH OTHERS OFTEN
OCCURS IN INFORMAL SETTINGS , SUCH AS IN
THE HOUSEHOLD OR OTHER SOCIAL
SETTINGS.
 INSTITUTIONAL TIME HAPPENS IN HIGHLY
STRUCTURED SETTINGS, SUCH AS
ORGANISATIONS, SCHOOLS AND THE
WORK PLACE.
 PERSONS, HOSUEHOLDS UNITS,
ORGANISATIONS, INSTITUTUIONS, AND
CUTLRUES LIKELY TO FORM TIME
PERSONALITIES THAT ARE BASED ON
THEIR USE OF A VARIETY OF TIME STYLES
 TIME STYLES MAY BE CLASSIFIED INTO GROUPS SUCH AS
APPROACHES TO TIME, ORIENTATION AND ACTIVITY LEVEL.
 APPROACHES TO TIME ARE RELATED TO THE ISSUES AND
ASSUMPTIONS USED IN DISCUSSING AND THINKING ABOUT
TIME.
 FIVE WILL BE PRESENTED HERE:
 ECONOMIC
 CULTURAL
 PSYCHOLOGICAL
 MEASUREMENT
 PHYSIOLOGICAL
ECONOMIC

 TIEM AS A FIXED RESOURCE, TIME AS

MONEY, TIME ALLOCATION
 SOCIO CULTURAL: HOW A PERSON VIEWS
BASED ON CULTURAL SOCIALISATION, FOR
EG: WHAT DOES PUNCTUALITY MEAN TO
THE SOCIETY.
 PSYCHOLOGICAL: SUBJECTIVE
PERCEPTIONS OF TIME, AWARENESS,
SPEED, DURATION, VALUE.
MEASUREMENT

 HOURS, DAYS, MONTHS, YEARS,

SEASONS,PUNCTUALITY,
SYNCHRONISATION AND QUALITY.
PHYSIOLOGICAL

 BIOLOGICAL CLOCK AFFECTS ON PERIODS

OF SLEEP, ALERTNESS, MOOD AND
PERFORMANCE.
 WITH IN THE SOCIETY TIME MIGHT AND BE
MEASURED MORE BY THE SEASONS THAN
BY THE SEASONS, THAN BY DAILY OR
HOURLY INCREMENTS (MEASUREMENT)
SO A PERSONS SOCIALISATION WITIN THE
CULTURE WOULD BE FOCUSSED IN THESE
DIRECTIONS.
TIME ACTIVITY LEVEL

 A MEASUER OF WHICH CONSUMERS ARE

MORE COMFORTABLE DOING ONE THING,
DURING A CLOCK BLOCK OF TIME, CALLED
MONOCHRONIC BEHAVIOUR OR MORE
COMFORTABLE DOING TWO OR MORE
THINGS AT A TIME , NAMED POLYCHRONIC
BEHAVIOUR.
SPACE, DISTANCE AND GESTURES

 APPROPRIATE OR COMFORTABLE SPACE

AND DISTANCE FOR MEMBERS OF ONE
CULTURE IS DIFFERENT FROM ANOTHER.
 PEOPLE FEEL COMFORTABLE IN THE
SMALLER WORK AND LIVING SPACES IN
HONGKONG, JAPAN, INDIA.
 AMERICAN MANUFACTURER ATTEMPTED
TO SELL REFRIGERATOR IN JAPAN AND
ASSUMED THAT THE STANDARD LARGE SIZE
BOUGHT BY MOST CONSUMERS IN THE US.
 IN GERMANY, AUSTRIA, SWEDEN OR THE
NETHERLANDS ACCEPTABLE DISTANCES
BETWEEN INDIVIDUALS IN A BUSINESS OR
PERSONAL CONVERSATION ARE GREATER
THAN IN THE US OR AUSTRALIA.
 SPAIN, ITALY, PORTUGAL,INDIA, OR BRAZIL
THE COMFORTABLE DISTANCE IS LESS.
 DISTANCES ALSO VARY ON THE BASIS OF
GENDER, STATUS, OR RELATIONSHIP.
 ACTUAL PHYSICAL CONTACT BETWEEN
INDIVIDUALS MUST ALSO BE CONSIDERED.
 THIS MEANS THAT WHEN ADVERTISING
PRODUCTS OR SERVICES, THE DISTANCE
PORTRAYED AMONG THE MODELS.
 GESTURES, POSTURES,OR BODY
POSITIONS ALSO VARY IN THEIR MEANING.
 THESE MUST BE CONSEDERED IN ACTUAL
MARKET PLACE SITUATIONS AND IN THE
VISUAL PARTS OF ADVERTISING , THE
CONSTRUCTION OF STORE DISPLAYS AND
IN CATALOGS WHRE MODELS ARE USED.
FRIENDSHIP AND AGREEMENTS

 MIDDLE EAST AND INDIA: FRIENDSHIP IS

MORE IMPORTANT THAN IN THE US.
 IN CHINA:
 IN THE MIDDLE EAST, PERSONAL TRUST IS
THE KEY.
LANGUAES WITHIN A CULTURE
HELP MARKETERS
 DESIGN, PRODUCE , DELIVER AND
POSITION PRODUCTS AND SERVICES THAT
WILL BE ACCEPTABLE TO CULTURAL
MEMBERS.
 TAKE STEPS TO PRODUCE MORE
EFFECTIVE AND CULTURALLY ACCEPTABLE
ADVERTISING MESSAGES,
PRESENTATIONS AND CAMPAIGNS.
 ANALYSE AND FIND WAYS TO WORK WITH
IN THE, TIME PERCEPTIONS, PROCEDURES,
AND CONSTRAINTS OF THE SOCIETY A S
EXCHANGES ARE CARRIED OUT.