4.3.3 Global marketing social and cultural Flashcards

1
Q

culture

A

is the dominant set of behaviours, values, beliefs, and thinking patterns we learn as we grow and develop in our social groups.

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2
Q

High context communication needs

A
  • Establish social trust first
  • Value personal relations and good will
  • Agreement by general trust
  • Negotiations slow and ritualistic
    e. g.
  • China
  • Korea
  • Japan
  • Arabs
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3
Q

Low context communication needs

A
  • Get down to business first
  • Value expertise and performance
  • Agreement by specific, legalistic contract
  • Negotiations efficient as possible
    e. g.
  • German
  • Swiss
  • Scandinavian
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4
Q

Different tastes in cultures

A

as part of these cultural differences people have different tastes – taste is subjective and is dependent on the individual

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5
Q

How can business use culture?

A
  • Businesses can use their understanding of culture to help market their product’s – promoting products based on ethnicity can help marketing
  • Self-awareness and understanding of where other people are coming from is important
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6
Q

unintended meanings

A

occur when the message being portrayed by the business is taken to mean something else by the potential market

  • Based on factors such as gestures and hidden connotations
  • Can cause significant problems for a business, even destroying its reputation
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7
Q

What are the problems that can occur with global marketing?

A
  • cultural differences
  • different tastes
  • language
  • unintended meanings
  • inappropriate meanings
  • inaccurate translations
  • inappropriate branding and promotion
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