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42 Cards in this Set
- Front
- Back
Four Major World Citizens |
-Global Citizens (55%) -Global Dreamers (23%) -Antiglobals (13%) -Global agnostics |
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Culture |
the complex whole that includes knowledge, belief, art, law, morals, customs, and any other capabilities and habits acquired by humans as a member of society |
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cultural values |
widely held beliefs that affirm what is desirable |
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The numerous values that differ across cultures and affect consumption include: |
-other-oriented values -environment-oriented values -self-oriented values |
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Other-Oriented Values |
reflect a society's view of the appropriate relationship between individuals and groups within that society |
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Environment-Oriented Values |
Prescribe a society's relationship to its economic, technical, and physical environment |
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Self-Oriented Values |
Reflect the objectives and approaches to life that the individual members of society find desirable |
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Individual/Collective Are individual activity and initiative valued more highly than collective activity and conformity? |
-Strong emphasis on individualism |
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Extended/Limited Family To what extent does one have a life-long obligation to numerous family members? Extended family critical in South/Central America |
-limited definition of family -as a mobile society, many US children grow up without close interaction with aunts, uncles, cousins, nieces, or nephews |
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Masculine/ Feminine To what extend does social power automatically go to males? |
American society has had a masculine orientation for a long time. While becoming less masculine oriented, the US is still clearly a masculine oriented society |
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Competitive/Cooperative Does one obtain success by excelling over others or by cooperating with them? |
America has long been a competitive society. This value remains firm. The US has an increased focus on cooperation, yet even this can be competitive |
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Diversity/Uniformity Does the culture embrace variation in religious belief ethnic background, political views, and other important behaviors and attitudes? |
-American culture has always valued individualism. However, historically, Americans historically insisted that immigrants quickly adopt the language, dress, and values of the majority. -Since WWII, there has been a increasing valuing of diversity |
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Other-Oriented Values |
-Individual/Collective -Youth/Age -Extended/Limited Family -Masculine/Feminine -Competitive/Cooperative -Diversity/Uniformity |
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Environment-Oriented Values |
-Cleanliness -Performance/Status -Tradition/Change -Risk taking/Security -Problem Solving/Fatalistic -Nature |
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Cleanliness To what extent is cleanliness pursued beyond the minimum needed for health? |
Americans' strong focus on cleanliness seems to be declining somewhat: Messier homes are more acceptable but we're not happy about it |
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Performance/Status Is the Culture's reward system based on performance or on inherited factors such as family or class? |
American are shifting back to a focus on performance rather than status. While they will still purchase "status" brands these brand must perform and provide style and functionality. |
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Youth/Age Is family life organized to meet the needs of the children or the adults? Are younger or older people viewed as leaders and role models? |
-slow reversal on the value of youth. As society ages, older citizens have developed political and economic clout with increasing disposable income and are using it
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Tradition/Change Is tradition valued simply for the sake of tradition? Is change or "progress" an acceptable reason for altering established patterns? |
Americans have been very receptive to change. While still appreciative of change, Americans are now less receptive to change for changes sake |
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Risk Taking/Security Are those who risk their established positions to overcome obstacles or achieve high goals admire more than those who do not? |
-Risk taking remains valued as we look to entrepreneurs for economic growth and to smaller firms and self-employment to obtain desired lifestyles -Varies with world events & economic activity |
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Problem solving/Fatalistic Are people encouraged to overcome all problems, or do they take a "what will be, well be" attitude? Is there an optimistic, "we can do it" orientation? |
Americans take pride in being problem solvers |
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Nature Is nature regarded as something to be admired or overcome? |
-in the history of the Us nature has been an obstacle to overcome. Over the last 30 years this attitude has shifted dramatically -83% of the public has changed their lifestyle to protect the environment |
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Self-Oriented Values |
-Active/Passive -Sensual gratification/Abstinence -Material/Non material -Hard work/Leisure -postponed gratification/immediate gratification -religious/secular |
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Active/Passive Is a physically active approach to life valued more highly that a less active orientation? |
American continue to value an active approach to life and take an active approach to leisure and problem solving |
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Sensual gratification/Abstinence To what extent is it acceptable to enjoy sensual pleasures such as food, drink, and sex? |
-Tied to the US religious orientation was belief in the virtue of abstinence. As US society became more secular, sensual gratification became more acceptable. -This trend remains strong with importance being placed on fun and excitement |
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Material/Nonmaterial How much importance is attached to the acquisition of material wealth? |
American have maintained a strong material orientation. The US is a consumption-driven society |
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Instrumental materialism |
is the acquisition of things to enable one to do something |
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Terminal materialism |
is the acquisition of items for the sake of owning the item itself |
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Hard work/Leisure Is a person who works harder than economically necessary admired more than one who does not? |
-More Americans are working more now than at any time in recent history. While Americans value work, they also value leisure. |
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Postponed gratification/Immediate gratification Are people encouraged to "save for a rainy day" or to "live for today"? |
-American tend to indulge in immediate gratification which has led to high levels of personal debt -In response to tough economic times, Americans started saving more and paying down debt -However, as the economy recovers these trends have begun to recede |
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Religious/Secular To what extent are behaviors and attitudes based on the rules specified by a religious doctrine? |
The US is basically a secular society. A religious group does not control the educations system, the government, or the political process. |
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Nonverbal Communication Systems |
the arbitrary meaning that a culture assigns actions, events, and things other than words. |
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Time the meaning of time varies between cultures in two major ways: |
-Time perspective -Monochronic -Polychronic -Time Interpretations -Use of Time -Promptness |
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Space |
Overall use and meanings assigned to space vary widely among different cultures -Prestige -Personal Space |
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Symbols |
-colors, animals, shapes, numbers, and music have varying meanings across cultures -failure to recognize the meaning assigned to a symbol can cause serious problems |
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Relationships How quickly and easily do cultures form relationships and make friends? |
-Americans tend to form relationships and friends quickly and easily -Chinese relationships are much more complex and characterized by guanxi |
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Agreements How does a culture ensure business obligations are honored? How are disagreements resolved? |
Some cultures rely on a legal system; others rely on relationships, friendships, etc. |
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Things |
-the cultural meaning of things leads to purchase patterns that one would not otherwise predict -the differing meanings that cultures attach to things, including products, make gift-giving a particularly difficult task |
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Etiquette |
generally accepted ways of behaving in social situations |
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Global Cultures - A Global Teenage Culture? |
-Mass media and the Internet have had an impact of uniformity among teens around the world -They tend to watch many of the same shows, see the same movies and videos, listen to the same music, and they tend to dress alike -Technology is important factor but U.S. youth and brands no longer lead the way |
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Demographics |
describe a population in terms of its size, structure, and distribution |
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Purchasing Power Parity (PPP) |
based on the cost of a standard market basket of products bought in each country |
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Considerations in Approaching a Foreign Market |
1. Homogeneous versus Heterogeneous with respect to culture? 2. What needs can the product fill in this culture? 3. Can enough people afford the product? 4. What values are relevant to the purchase and use of the product? 5. What are the distribution, political and legal structures for the product? 6. In what ways can we communicate about the product? 7. What are the ethical implications of marketing this product in this country? |