GROUP Name: Squad

GROUP PROFILE

Name Registration No
Jesmin Akter 43289

Jannatul Mawa Shormi 43297

Mousomi Akter 43712

 ASSIGNMENT 2

Discussion Questions 4-1

Compare material culture and

nonmaterial culture. Why is it
important for global marketers to
understand the relationship between
them?
 CULTURE
Culture can be defined as the values, norms and
beliefs that one society holds.

Organizational anthropologist Geert Hofstede defines

culture as “the collective programming of the mind
that distinguishes the member of one category of
people from those of another".

There are many, many elements and aspects of

culture. However, each can be categorized as either
• Material culture or
•Nonmaterial culture.
 Material Culture
Material culture is anything that the society uses that
are human made.
It consists of concrete and tangible objects like
Tools
Furniture
Automobiles
Temple
Mosques
Schools
Books
Buildings
Goods and products etc
 Non Material Culture
Non material culture includes anything that are not
human made, abstract ideas and norms that make up
a culture. It Consists
Attitudes

Languages

Religion

Beliefs

Dress codes values etc.

Marketing always exist in an environment shaped by
culture. All cultures have their own unique sets of customs
and taboos. It is important for marketer to learn about these
customs and taboos so that they will know what is
acceptable and unacceptable for their marketing programs.
 An example of material culture in
marketing sector:
In Japan number ‘4’ is considered as unlucky, so they
avoid to buy any products which is containing ‘4 ’
items.
 An example of non-material culture
in marketing sector:
In Egypt, women wear hijab in public. The Islamic law is
strictly observed, images displaying the uncovered arms
or legs, so they avoid to appoint people who carry these
kind of dresses.
Importance of understanding the
relationship between material and non
material culture for global marketers:

To reduce the risk of failing because of

misunderstanding of culture.
To expand products and services in different countries.

To earn great return and feedback from efforts.

Discussion Question 4-2

What is the difference between a low-

context culture and a high-context
culture? Name a country that is an
example of each type and offer evidence
for your answer.
 Difference between High and
Low Context Culture:
High context culture: High context are those on which the rules
of communication are primarily transmitted through the use of
contextual elements body language, a person’s status, tone of voice
etc.

Low context culture: IN low context culture, information is

communicated primarily through language and rules are explicitly
spelled out.
Example of High context country

In China, when they communicate the sender needs to provide

sufficient context and the receiver needs to infer intended meaning and
closely observe any nonverbal signals such as facial expression or
gesture.

Example of low context country

A German business man will explain verbally any concept he thinks is

important for his friend’s counterpart to understand. He may also have
his proposal in right in and a slight presentation. The friend’s
counterpart will feel like his intelligence is being questioned because
he doesn’t have to have the obvious explain to him in such detail.
High Context Culture vs Low Context
Culture
High Context Culture Low Context Culture

Business outlook Cooperative Competitive

Work Ethic Relationship oriented Task oriented

Work Style Team oriented Individualistic
Communication Non verbal over verbal Verbal over non verbal
Planning Horizons More implicit, oral, informal More explicit, written, formal

View of change Tradition over change Change over Tradition

Relationship Fewer, long term Many, short term
Sense of time Deep respect for the past Present/ future oriented
Example countries Japan, China, Egypt UK, Canada, Germany
The United States is a low-context culture with subcultures
that operate in the high-context mode. Small towns in the
United States may be considered higher context culture as a
microcosm of a low context country due to the
cohesiveness of the community and the understood issues
of the community. In a town meeting or in the local coffee
shop, verbal explanations are not given on every topic
discussed because over time, it is now understood by the
citizens.