index, subject, year, course, author, professor, Quizzes of Law

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Our Plan Today

1. Do assignment 2 quiz
2. Brief of assignment 3
3. Chapter 2: Cross-cultural variations in consumer behaviour
4. Chapter 4: American society: demographics and social stratification

Assignment Details (1)

Assignment Details (2)

Marking Rubric (1)

Marking Rubric (2)

External Influences

L01 (^) Define the concept of culture Describe core values that vary across culture and influence behaviors Understand cross-cultural variations in nonverbal communications Summarize key aspects of the global youth culture Understand the role of global demographics List the key dimensions in deciding to enter a foreign market L L L L L

Learning Objectives

• Culture is acquired from our experiences and learning
• It supplies norms and sanctions: appropriate and inappropriate behaviors in societies
• Consumers are seldom aware of cultural influences

The Nature of Culture

1. Cultures are not static, they evolve and change slowly over time
2. Sometimes changes can be more rapid: ➢ Technological advances, e.g., motorbike-hailing service, e-commerce... ➢ Dramatic events, e.g., Covid- 19
3. Marketers need to monitor changes and leverage them in marketing strategies: ➢ Multi-cultural societies, lifestyle, women in the labour market, gender equality, younger generation vs older one...etc.

Culture and Change

Classification of Cultural Values

1. Other-oriented: indicates appropriate relationships and behaviors with others people in a society 2. Environment-oriented: prescribes a society’s perception and relationship with its economic, technical, physical environments 3. Self-oriented: reflects objectives and approaches to life that are desirable for an individual in a society ❖ These numerous values differ across cultures and affect consumption

• Individual vs collective: are people driven by acting for the good of the community over an individual’s good? Group conformity or individual differences and diversity?
• Romantic vs practical: does a society believe that “love conquers all?” Are open courtship and physical proximity accepted?
• Adult & child: is family life organized to meet the needs of the children or the adults? What is the child’s role?
• Masculine vs feminine: are rank, prestige, and important roles assigned primarily to men or women? Does the husband or wife or do both of them make important decisions in the family?
• Competition vs cooperation: do people obtain success by excelling over others, or by cooperating with them?
• Youth vs age: are wisdom and prestige assigned to the younger or the older members of a culture?
• Etc...

Other-oriented Values

• Active vs passive: i s a physically active approach to life valued more highly than a less active orientation?
• Material vs non-material: how much importance is attached to the acquisition of material wealth?
• Hard work vs leisure: is a person who works harder admired?
• Humor vs seriousness: is life to be regarded as a strictly serious affair or is it to be treated lightly?
• Sensual gratification vs abstinence : is it good to enjoy sensual pleasure (food, drink, etc.)?
• Postponed vs immediate gratification: are people encouraged to “save for a rainy day” or “live for today”?
• Etc...

Self-oriented Values

We see the world through our lenses of cultural perception

Definition of Culture