Theme 5 - Communication across cultures Flashcards Preview

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Flashcards in Theme 5 - Communication across cultures Deck (32)
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1
Q

Why should firms go global?

A

COMPETITION

  • less competition overseas
    eg: Starbucks creating the market for leisurely coffee
    eg: M&S moving to Asian markets

PRODUCT LIFE CYCLE DIFFERENCES

  • New opportunities for products at the end of their lifecycle due to timelags or cultural differences
    eg: Harley Davidson popular in Asia

EXCESS CAPACITY

  • Excess production capacity enables new products to be made for international markets
    eg: Excess steel in China

COMPARATIVE ADVANTAGE

  • Advantages through technology, skills, materials
    eg: pharmaceuticals in Germany

FINANCIAL
- Investment opportunities, venture capital available, growth in overseas investors.

ORGANISATIONAL ISSUES
- Mergers and acquisitions may for the international issue

2
Q

What is the commonness of thought?

A

Use communications to talk to everyone about your product. It is about common thoughts between suppliers, people handling services - broadly educate all those in your firm.

eg: Starbucks using in store experience to create an essence of the brand.

3
Q

What are the challenges to globalisation?

A

MEDIA FRAGMENTATION
- Not all markets use the same media channels

CONSUMER SKEPTICISM

DIFFERENCES IN CODES OF CONDUCT AND REGULATION

CULTURAL TENSION eg McDonalds in France

ETHICAL AND CULTURAL DISPARITY

LANGUAGE BARRIERS

4
Q

What are the 3 strategic responses for businesses when going global?

A

GLOBALISATION/STANDARDISATION

LOCALISATION/ADAPTATION

GLOCALISATION

5
Q

What is the globalisation/standardisation approach?

A

Standardise products and market them worldwide with standardised tactic.

  • COUNTRY OF ORIGIN AFFECT
    eg: IKEA exporting Swedish design
    eg: BMW exporting German engineering

OR
Using the same piece of communications in many cultures
eg: HSBC

6
Q

What are the benefits of a standardisation approach?

A

Cheap

Control brand identity

7
Q

What are the drawbacks of a standardisation approach?

A

May be rejected

May offend

8
Q

What is a localised approach to communications?

A

Opposite of standardisation. Adjusting to the environmental conditions. People in different regions have different standards so you need to adapt your communications.

eg: L’Oreal advertising

9
Q

What are the benefits of a localisation communications approach?

A

Experienced ad agencies know what will sell

Reduced chance to offed

May make penetration appear more natural

10
Q

What are the drawbacks of a localisation communication approach?

A

Can lose brand message

Outsourcing is costly

11
Q

What is a glocalisation approach?

A

Blending standardisaation and adaptation of communication approaches to ensure global strategies are adopted locally.

Co-existence of global homogeneity and local hetereogeneity.

12
Q

What did LEVITT (1983) hypothesise?

A

Businesses are confronted with a homogenous global village ~ deliver standardised, high quality products and brands using standardised advertising, pricing and distribution - higher quality at low prices.

Are consumers converging under a Western umbrella?

13
Q

What is convergence?

A

The concept that consumers are becoming more alike in their needs and wants.

14
Q

What is divergence?

A

The concept that consumers are becoming less alike in their needs and wants.

15
Q

Name an example to illustrate the convergence and divergence debate.

A

Students converge in what they wear, activities they pursue and where they study.

Students are different because they do not have the same consumption habits.

eg: McDonalds in Thailand used a rap to convey the standard message.

16
Q

What products have high cultural sensitivity?

A

DIVERGENCE

Food, fashion.

17
Q

What products have low cultural sensitivity?

A

CONVERGENCE

Cars, technology.

18
Q

What is culture?

A

“Collective programming of the mind that distinguishes the members of one category of people from those in another”
HOFSTEDE

  • Culture is learnt, individuals are products of culture: ideas, values and emotions.
19
Q

What are Hofstede’s 6 Cultural dimensions?

A

POWER DISTANCE INDEX

INDIVIDUALISM VS COLLECTIVISM

MASCULINITY VS FEMININITY

UNCERTAINTY AVOIDANCE INDEX

LONG TERM VS SHORT TERM NORMATIVE ORIENTATION

INDULGENCE VS RESTRAINT

20
Q

What is individualism vs collectivism?

A

INDIVIDUALISM
Preference for a loosely knit social framework

COLLECTIVISM
Tight knit framework

21
Q

What is the power distance index?

A

Distance of hierarchy

22
Q

What is masculinity vs femininity?

A

MASCULINITY
Preference for achievement, heroism, assertiveness and material rewards for success.

FEMININITY
Preference for cooperation, modesty, caring for the weak, quality of life.

23
Q

What is the uncertainty avoidance index?

A

HIGH UNCERTAINTY:
Maintains rigid codes of belief and behaviour.

LOW UNCERTAINTY:
Societies open in which practise counts more than principle.

24
Q

What is long term vs short term normative orientation?

A

HIGH NORMATIVE ORIENTATION
Encourage thrift and efforts in modern education to prepare for the future

LOW NORMATIVE ORIENTATION
Preference to maintain time honoured traditions, view societal change as suspicious

25
Q

What is indulgence vs restraint?

A

INDULGENCE:
Free gratification of basic human drives related to enjoying life and having fun.

RESTRAINT:
Societies that suppress gratification of needs and regulates it by means of strict social norms

26
Q

Name examples of marketing adaptation examples

A

IKEA removing Mum from bathroom for Arab audience
H&M cover shoulders in adverts to avoid cultural backlash
LEGO build your child’s mind for Asia, ‘what will your child make of it’ for UK

27
Q

What defines how effective cultural communications are?

A

The context in which values can be evoked by the campaign to match the cultural values of the target audience in another culture.

eg: Diet Coke in Japan as Coke Lite (figure maintenance)
KitKat in Japan, similar to Kitto Katsu meaning you will surely win, KitKat’s become a good will token.

28
Q

What are the 3 elements of advertising style?

A

APPEAL - factual/emotion

BASIC FORM - lifestyle/slice of life/testimonial

EXECUTION - actors/dress/language

When these elements are congruent to values, likeability increases (POLEGATO AND BJERKE)

29
Q

What are the 3 issues of international marketing communication?

A

1) INTEGRATION
2) MESSAGE FIDELITY (how yoou code values to achieve fidelity)
3) MEDIA AVAILABILITY AND REACH

30
Q

Describe in relation to Hofstede’s values how communications look to target the target market for a particular company.

A

GLENFIDDICH
Targeting aspirers, looking to make it in the world.

UK -> Individualistic advert, plays to masculinity and social reward.

FRANCE -> High indulgence and individualistic

TAIWAN -> Highly collectivist, more feminine, short term normative orientation, collectivism, low indulgence.

31
Q

How do people decode communications?

A

Through cultural models
Encoding and decoding circles must overlap so the meaning of communications resonates
eg: Gerber baby food in Africa
eg: Cue toothpaste in France, same name as a pornography magazine

32
Q

What are the issues with web design across cultures?

A

Culturally adapted sites generate greater efficiency and favourable attitudes.

Issues:

  • Metaphors
  • Images
  • Language
  • Localising sites
  • Privacy
  • Domain names
  • Navigation