Culture is defined as:
`A culture is the configuration of learned behaviour and results of behaviour whose component elements are shared and transmitted by members of a particular society'. (Ralph Linton, 1945)
or `The way we do things around here'.
`A culture is the configuration of learned behaviour and results of behaviour whose component elements are shared and transmitted by members of a particular society'. (Ralph Linton, 1945)
or `The way we do things around here'.
Culture is built on family, friends and teachers. Each person develops a culture under the influence of various people. This enables us to distinguish smaller groups within the general culture. This is apparent within organizations which tend to have a basic frame of organization that applies to everyone.
An example of how peoples perception can change due to World events. An example is the Second World War which involved most of Europe. Following an attack on Pearl Harbour changed the perceptions of the USA and dragged then in to European conflict.
Culture is represented by “the skin of an onion, indicating that symbols represent the most superficial and value the deepest manifestation of culture.”
Culture is made up of three essential components:
Beliefs: - mental and verbal processes which reflect our knowledge and assessment of products and services.
Values: - indicators consumers use as guides for what is appropriate behaviour, they tend to be relatively enduring and stable over time and widely accepted by members of a particular market.
Customs: - overt modes of behaviour that constitute culturally approved or acceptable ways of behaving in specific situations.
The cultural framework Terpstra and Sarathy 2000 helps marketers when launching a product on to international market. They need to assess cultural differences such as language, education, religion values and attitudes.
An example of how peoples perception can change due to World events. An example is the Second World War which involved most of Europe. Following an attack on Pearl Harbour changed the perceptions of the USA and dragged then in to European conflict.
Culture is represented by “the skin of an onion, indicating that symbols represent the most superficial and value the deepest manifestation of culture.”
Culture is made up of three essential components:
Beliefs: - mental and verbal processes which reflect our knowledge and assessment of products and services.
Values: - indicators consumers use as guides for what is appropriate behaviour, they tend to be relatively enduring and stable over time and widely accepted by members of a particular market.
Customs: - overt modes of behaviour that constitute culturally approved or acceptable ways of behaving in specific situations.
The cultural framework Terpstra and Sarathy 2000 helps marketers when launching a product on to international market. They need to assess cultural differences such as language, education, religion values and attitudes.
Go to: http://www.marketingteacher.com/Lessons/lesson_international_marketing_culture.htm and find out more.Four dimensions to explain variations in culture across national boundaries is explained by Geert Hofstede:
-Power distance (interpersonal relationships)
- Uncertainty avoidance
- Masculinity/femininity
- Individualism/collectivism
- Uncertainty avoidance
- Masculinity/femininity
- Individualism/collectivism
In the group I was associated with we prepared some information about Poland.
Poland has produced some famous people: Mikolaj Kopernik (famous scientist), John Paul II (Pope), Lech Walesa (Politician), Maria Curie-Sklodowska (chemist), Frideric Chopin(composer), Mariusz Pudzianowski (strongmen).
Popular national food:
Bigos (sauerkraut with bacon and sausage),
Kotlet Schabowy (pork chops with potatoes and salad on the side)
Chicken soup with pasta.
Main religion is Catholicism, and main values are family, hard working and patriotic.
Poland has produced some famous people: Mikolaj Kopernik (famous scientist), John Paul II (Pope), Lech Walesa (Politician), Maria Curie-Sklodowska (chemist), Frideric Chopin(composer), Mariusz Pudzianowski (strongmen).
Popular national food:
Bigos (sauerkraut with bacon and sausage),
Kotlet Schabowy (pork chops with potatoes and salad on the side)
Chicken soup with pasta.
Main religion is Catholicism, and main values are family, hard working and patriotic.
http://www.youtube.com/watch?v=GBkLZ0A5jf0
To conclude before marketing a product the company needs to have full information regarding the population, their preferences, any problems associated with the proposed product launch.
To conclude before marketing a product the company needs to have full information regarding the population, their preferences, any problems associated with the proposed product launch.
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