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CHAPTER 4
MARKETS AND SEGMENTATION IN AN
INTERNATIONAL CONTEXT, Cultural…
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Cultural
Culture and Values
Value are strongly held concepts that are pervasive within a culture. The five main features of value:
- Concepts or beliefs
- About desirable end states or behavior
- That transcend specific situations
- Guide the selection or evaluation of persons, behaviors, and event
- Are ordered by relative importance
Typical values include freedom, justice, social responsibility, loyalty to family or a spouse, and equality.
VALUE LEVELS
First, biologically-based needs drive individuals to seek out food, shelter, sex, and other basic survival or well-being requirement
Second, social interactional requirements assist in interpersonal coordination and interaction, or in more common terms, romance, love, friendships, and social relationships in locations such as the workplace or places of worship
Third, social institutional demands for group welfare and survival lead individuals to collectively value security, prosperity, and peace
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Culture
THE DEFINE
Values, norms, folkways, and mores, roles, and behaviors that may be observed through interactions with members of a society express culture.
Culture represents the beliefs, customs, and attitudes of
a distinct group of people. The term "culture" can be applied to a nation, a region, a city, or a single business
ORIGINS OF CULTURE
History
Identifies common characteristics that emerge as a culture develops over time include: Language, Dialects, Slang; Customs and Rituals; Religions; Social Institutions and Practices; Common Attitudes and Beliefs; Aesthetics (concepts about beauty); Views Toward Education (for both genders, by wealth, income, or social status)
Geography
Several factors related to the location and characteristics of a geographic region affect he development of culture. These include topography, population density, climate, and the access to other nations and cultures
CREATING, CULTURAL CONSUMPTION: CARNIVAL
The spread of Carnival and the further adaptation of the celebration to represent local historical components provide a clear example of how culture is formed. The pastiche of African slave culture, Western European Christian influences, and local references have created unique consumption rituals throughout Latin America
Culture and Behaviors
CULTURAL IMPERATIVES
Cultural imperatives are the business customs and expectations that must be met and conformed to or avoided if international business relationships are to be successful.
a person's demeanor can be critical. A cultural imperative in one country may be an imperative to avoid in another
CULTURAL ELECTIVES
Cultural electives relate to areas of behavior or to customs that cultural aliens may wish to, but are not required to, conform to or participate in. The majority of culturally meaningful behaviors fit into this category.
At the same time, following a given custom might be helpful in building a positive relationship. The symbolic attempt to participate in a custom helps to establish rapport.
Electives such as these can play important roles in international marketing interpersonal relationships.
CULTURAL EXCLUSIVE
Customs or behavior patterns reserved exclusively for the locals and from which the foreigner is barred are cultural exclusives.
Marketers in a foreign country need to know when they are dealing with a cultural exclusive. These often include religious ceremonies in which members of any other religion would not be welcome or when limitations are placed on activities for women.
Cultural Change
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Companies that successfully market to the dominant
culture in one country may be able to effectively market
to that same culture as an immigrant subculture in another country.
Two methods maybe used by a marketing department
to assess and adapt to cultural change. Seeking cultural congruence, which means products and marketing approaches are designed to meet the needs of current culture, constitutes the first approach.
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Markets and Segmentation
The define
Market segmentation consist of identifying all potential customer groups that are viable for the purposes of marketing product.
A market consist of people with wants and needs, money to spend, and the willingness to spend money on those wants and need. International markets vary due to several factors when developing international segmentation strategies
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International Market Segmentation
A market segment is a set of businesses or a group of individual consumers with distinct characteristics. For a market segment to be viable in the eyes the marketing team, it must pass four test:
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Green Marketing and Sustainability-Oriented Segments, A Market Segment Analysis, Ethical Issues in
International Segmentation
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