TAILIEUCHUNG - Lecture International marketing: Strategy and theory - Chapter 6: Culture

In order to develop an appreciation for the role of culture in society as well as the marketing implications of culture, this chapter will explore the following: (1) what culture is, (2) what its characteristics are, and (3) how culture affects consumer behavior. | Chapter 6 Culture Chapter Outline Culture and Its Characteristics Influence of Culture on Consumption Influence of Culture on Thinking Processes Influence of Culture on Communication Processes Chapter Outline Cultural Universals Cultural Similarities: An Illusion Communication Through Verbal Language Communication Through Nonverbal Language Subculture Functions of Culture prescriptive facilitating communication Characteristics of Culture socially shared learned subjective enduring cumulative dynamic Context of Culture: Low-Context Culture Low-Context Culture - explicit messages - words conveying main part of information - words and meanings being independent of context - ., Germany, North America - compatible with "lecture" advertising strategy Context of Culture: High-Context Culture High-Context Culture - indirect communication - message not understood without context - environment changing meanings of words - ., Japan, France, Asia, Middle East - compatible with "drama" advertising strategy Communication through Verbal Language Language Acquisition - "Use It or Lose It" hypothesis Translation The World's Best Language - English - Chinese - Spanish - Esperanto Marketing and Languages Communication through Nonverbal Language Language of Time - linear-separable time - circular-traditional time - procedural-traditional time Language of Space Language of Agreement Language of Friendship Communication through Nonverbal Language Language of Negotiation Language of Religion Language of Superstition Language of Color Language of .

• Marketing - Bán hàng
• International marketing
• Lecture International marketing
• Marketing quốc tế
• Chiếc lược marketing
• Marketing strategies
• Cultural universals
• Global markets
• Global marketing strategies
• International trade
• International marketing channels
• Nature of international marketing
• Integrated marketing communications
• International legal environment
• Pricing for international markets
• International customers
• Regular foreign marketing
• International marketing management
• International environment
• International pricing
• International business to business marketing