CULTURAL VARIATIONS IN NONVERBAL COMMUNICATIONS

GROUP 2

Meaning
y The act of giving or exchanging information without

using any spoken words.

y In this, we are focusing on how mis- communication

occur when a marketer tries to translate marketing communication from one language to another.

Example
y Fiera faced sales problem in Spain y The popular Ford car Comet had limited sales in

Mexico where it was named Caliente

y Whirlpool facing a problem in Spain as its

unpronounceable

Translation Problem in International Marketing

Colgate Cue toothpaste had problems in France. American Airlines introduced its new leather first-

class seats in Mexico with the theme fly in leather

Parker Pen mistook embarazar to mean to embarrass

and put an ad in Mexico stating it wont leak in your pocket & make you pregnant

Time
MONOCHRONIC CULTURE
y Do one things at a time. y Take dead line and

POLYCHRONIC CULTURE
y Do many thing at a time. y Consider deadline and

schedule seriously. y Emphasize promptness. y Committed to job.

schedule secondary. y Base promptness on relationship. y Committed to people and relationship.

Space

y Use of space and their own meanings

e.g. Americans think Bigger is better Americans in the office

y Second major use of space Personal Space


Normal business conversation occurs at distance of 3 to 5 feet

 

Highly personal business from 18 inches to 3 feet In Europe, the distance is slightly longer

y American Businessperson in Latin America

(personal distance)
y Host will go forward towards him to maintain his

personal distance
y Here both the parties are unaware of their

actions
y Both are performing their actions according to

his/her own culture

y Thus, the north Americans consider the Latin

Americans to be pushy and aggressive

y And in turn, the Latin Americans consider the

North Americans to be cold, aloof, and arrogant.

Symbols & Colors

y Different symbols have different meaning among

different folks.
y In general in USA and other few countries, if a

child is seen with pink outfit, the assumed gender would be female. Similarly if a child is seen in blue outfit, it would most likely be assumed to be a male.
y In the East, white is the color of funerals while in

the West white is the color of Weddings.

symbol
- Russia means "dog - the at symbol - call it "snail" - Germany spider monkey - Danish pigs tail - elephants trunk - cats tail

But today the symbol's most familiar modern use is in e-mail addresses

The pentagram has been used to transmit occult power in all kinds of rituals for centuries, but to Christians the same shape may simply represent a star -- a special part of God's creation.

Use and recognition of colors and symbols is very important. If they arent used correctly, they can cause problems.

Few failures:
- A leading US golf company manufacturer was disappointed in

its attempts to penetrate the Japanese market. Its mistake was packaging its golf balls in sets of 4. f is the sign of death in Japanese.

- Pepsi lost its dominant market share in Southern-Asia when it

changed the color of its coolers and vending equipments from deep blue to light ice blue. Light blue is associated with death.

Colors

 Colors affects us both physiologically and psychologically

that impacts on our lives greatly both consciously and unconsciously.

Colors have been used to shape and define our lives, our

habits, our values, and our feelings. The Colors we chose to wear, to decorate our homes, our gardens, and so on gives us a personal insight about what is going on inside our innermost feelings and emotions.

 Even the food we eat, the Color is taken into account by

food industries and advertising companies when packaging and marketing their products.
For example, how many of us would find a green drink

appealing? We usually associate this color with a poisonous substance.

Red-fast Yellow-hunger Thus, Mc-Donals uses these Colors to call themselves a

fast food center.

 Color symbolism can vary dramatically between

various cultures around the world that perceive Color symbolism can vary dramatically between various cultures around the world that perceive colors completely different.

For example, unlike Western cultures, the Chinese

use white instead of black during funerals. This is due to the fact that they associate white with the winter time in which nature is dead.

FRIENDSHIP
y It is a distinctively personal relationship that is

grounded in the concern on the part of each friend for the welfare of the other , for others sake
y Involves some degree of intimacy

ONE OF THE GREATEST EXAMPLES

y CHINA SOCIAL RELATIONSHIPS PRIOR TO

BUSINESS RELATIONSHIPS

RIGHTS AND OBLIGATIONS

IN AMERICA-MAKE AND DROP FRIENDS EASILY SOCIAL AND GEOGRAPHIC MOBILITY MINIMUM PAIN FRIENDSHIP AND BUSINESS-DEEPLY

INTERWINED

Agreement
y Americans rely on an extensive & highly efficient

legal system for ensuring that business obligations are followed. y Other cultures rely on Friendship, local moral principles & informal customs to guide business conduct. y Example: China

y Normally, we use the services like short taxi rides

without inquiring in advance about the cost.

y But in Latin America, middle east counties, the

procedure is different. - Prices have to be negotiated prior to the sale.

Things
y The meaning of things differs with different culture. y For eg. y Giving a desk clock as a gift is appropriate in many

countries except China. y Why it is inappropriate in China?

In China when does receipt of a gift require a gift in return?

y It depends on the closeness of the relationship

between the parties. y In China, gifts should be presented privately, but in Arab countries they should be given in front of others.

Etiquette
E T I Q U E T T E R E P R E S E N T S G E N E R AL LY AC C E P T E D WAY S O F B E H AV I N G I N S O C I AL S I T U AT I O N S .

y Behaviors considered rude or obnoxious in one

culture may be quiet acceptable in another culture.

y The importance of proper, culture specific

etiquette for sales personnel and advertising messages is obvious.

Thank You