SlideShare ist ein Scribd-Unternehmen logo

Tutorial: The Cultural-Social Environment

•Als PPTX, PDF herunterladen•
•
Steve Raybould
Steve Raybould

Tutorial aid. Considering the international cultural/social environment

Business
1 von 24
Report I: The international cultural and social environment
International social and cultural environments: •Trends •Affects •Issues •Decisions
Trends:
Trends: Global youth culture
Trends: Global tribes
Trends: Growing global ‘middle class’
Trends: International trading agreements
Trends: Global brands 1. Coca-Cola 2. IBM 3. Microsoft 4. GE 5. Nokia 6. Toyota 7. Intel 8. McDonald’s 9. Disney 10.Google • Research finds that global brands have: – Quality signal – Global myth – Social responsibility
Affects:
Affects: Political barriers, trade boycotts and blockades
Affects: Technology Drivers
Affects: Cultural differences
Issues:
Communications: Global naming strategies Translations and unintended meanings
Products: In the US and UK Kit-Kat is in one flavour. In Japan customers like Kit-Kat in a wide range (now over 80) of often unexpected flavours including: green tea, soy sauce, salt watermelon and ginger ale. In Japan the sound ‘kit kat’ also means good luck / congratulations, making the bar a popular gift
Management Walmart fail in Germany: • Remote management • CEO spoke only English • ‘Hire & Fire’ culture • Failure to consult or listen • Fundamental strategic mistakes – retail style, competition, cust omer preferences
Organisation • Degrees of centralisation • Location and style of decision makers • Family orientated businesses • Expectations of individual initiative, innovation, consultation
Distribution & Buyer Behaviour • Poor brand definition • Application of UK buying behaviour expectations to US • Car shopping, not ‘passing shopping’ • Expect trial tasting, discounts, promot ions • Strong competition in low cost convenience • No local retail / distribution partner Tesco fail in USA (and Korea)
Decisions:
Global Local Mixed
Alternative global marketing strategies COMMUNICATON STRATEGY STANDARDIZED COMMUNICATIONS LOCALIZED COMMUNICATIONS STANDARDIZED PRODUCT Global strategy: Uniform Product/ Uniform Message Mixed Strategy: Uniform Product/ Customized Message LOCALIZED PRODUCT Mixed strategy: Customized Product/ Uniform Message Local Strategy: Customized Product/ Customized Message
Sources: Anon (2011) ‘Tesco’s mistakes in US – Not understanding the American Customer’. Case Studies Inc. Last accessed 18/11/12 at: http://www.casestudyinc.com/tescos- mistakes-in-us-not-understanding-the-american-customer Arndt, a. and Knorr, A. (2003) ‘Why Did Wal-Mart Fail in Germany?’ Institute for World Economics and International Management. University of Bremen. Cummings T.S. (no date) ‘Japan’s Strangest Kit Kat Flavors’ Weird Asia News. Last accessed 18/11/12 at: http://www.weirdasianews.com/2010/03/18/japans-strangest- kit-kat-flavors/ Geoghagan, T. (2011) ‘Why is Tesco Struggling in the US?’ BBC. Last accessed 18/11/12: http://www.bbc.co.uk/news/magazine-13190124 LPRodriguez (2012) ‘Psy Gangnam Style (Official Video)’ You Tube. Last accessed 23/11/12at: http://www.youtube.com/watch?v=mYPvAMrMzwI Schiffman, L.G. and Kanuk L.L., (2010) ‘Customer Behaviour’ 10th ed. Pearson Educational

Empfohlen

Culture and Its Implications on Consumer Behavior
Culture and Its Implications on Consumer BehaviorCulture and Its Implications on Consumer Behavior
Culture and Its Implications on Consumer BehaviorLovely Professional University
 
Socio-Cultural Influences on Purchase Decision Making
Socio-Cultural Influences on Purchase Decision MakingSocio-Cultural Influences on Purchase Decision Making
Socio-Cultural Influences on Purchase Decision MakingAIPMM Administration
 
Culture and Consumer Behavior
Culture and Consumer Behavior Culture and Consumer Behavior
Culture and Consumer Behavior MD SALMAN ANJUM
 
Socio cultural factors affecting global marketing
Socio cultural factors affecting global marketingSocio cultural factors affecting global marketing
Socio cultural factors affecting global marketingMatthew Balie
 
Why & how consumer buy in different cultures
Why & how consumer buy in different culturesWhy & how consumer buy in different cultures
Why & how consumer buy in different culturesAamir Abbasi
 
Chapter 13 Subcultures
Chapter 13 SubculturesChapter 13 Subcultures
Chapter 13 SubculturesAvinash Kumar
 
Cb (1)
Cb (1)Cb (1)
Cb (1)Zaharatul Sarah
 
Cross cultural issues in international marketing
Cross cultural issues in international marketingCross cultural issues in international marketing
Cross cultural issues in international marketingAbdul Basid
 

Empfohlen

Culture and Its Implications on Consumer Behavior
Culture and Its Implications on Consumer BehaviorCulture and Its Implications on Consumer Behavior
Culture and Its Implications on Consumer BehaviorLovely Professional University
 
Socio-Cultural Influences on Purchase Decision Making
Socio-Cultural Influences on Purchase Decision MakingSocio-Cultural Influences on Purchase Decision Making
Socio-Cultural Influences on Purchase Decision MakingAIPMM Administration
 
Culture and Consumer Behavior
Culture and Consumer Behavior Culture and Consumer Behavior
Culture and Consumer Behavior MD SALMAN ANJUM
 
Socio cultural factors affecting global marketing
Socio cultural factors affecting global marketingSocio cultural factors affecting global marketing
Socio cultural factors affecting global marketingMatthew Balie
 
Why & how consumer buy in different cultures
Why & how consumer buy in different culturesWhy & how consumer buy in different cultures
Why & how consumer buy in different culturesAamir Abbasi
 
Chapter 13 Subcultures
Chapter 13 SubculturesChapter 13 Subcultures
Chapter 13 SubculturesAvinash Kumar
 
Cb (1)
Cb (1)Cb (1)
Cb (1)Zaharatul Sarah
 
Cross cultural issues in international marketing
Cross cultural issues in international marketingCross cultural issues in international marketing
Cross cultural issues in international marketingAbdul Basid
 
Culture of Consumer Behavior
Culture of Consumer BehaviorCulture of Consumer Behavior
Culture of Consumer BehaviorRupesh Poddar
 
International Marketing Analysis of China
International Marketing Analysis of ChinaInternational Marketing Analysis of China
International Marketing Analysis of ChinaSHAHBAAZ AHMED
 
Cultural and Cross Influences
Cultural and Cross InfluencesCultural and Cross Influences
Cultural and Cross InfluencesPrincess Ann Puno
 
Chapter 12 Influence Of Culture On Consumer Behavior
Chapter 12 Influence Of Culture On Consumer BehaviorChapter 12 Influence Of Culture On Consumer Behavior
Chapter 12 Influence Of Culture On Consumer BehaviorAvinash Kumar
 
consumer buying behavior
consumer buying behaviorconsumer buying behavior
consumer buying behaviorSantosh Ghutukade
 
Indian consumer behaviour
Indian consumer behaviourIndian consumer behaviour
Indian consumer behaviourAnkit Uttam
 
Indian Consumers
Indian ConsumersIndian Consumers
Indian ConsumersPrasant Patro
 
ITFT Importance of Culture in Consumer Behaviour
ITFT Importance of Culture in Consumer BehaviourITFT Importance of Culture in Consumer Behaviour
ITFT Importance of Culture in Consumer BehaviourHarminder Kaur
 
Behavioural pattern of indian consumer
Behavioural pattern of indian consumerBehavioural pattern of indian consumer
Behavioural pattern of indian consumerDeepthi Das
 
Influence of culture on consumer behaviour
Influence of culture on consumer behaviourInfluence of culture on consumer behaviour
Influence of culture on consumer behaviourDhanushree Sivaprakasam
 
Culture & consumer behavior
Culture & consumer behaviorCulture & consumer behavior
Culture & consumer behaviorMahmudul Hasan
 
Culture and consumer behaviour
Culture and consumer behaviourCulture and consumer behaviour
Culture and consumer behaviourRaghu Kunthe
 
Chapter 3- Consumer Behavior
Chapter 3- Consumer BehaviorChapter 3- Consumer Behavior
Chapter 3- Consumer BehaviorHoly Angel University
 
Chapter 14 Cross Cultural Consumer Behavior
Chapter 14 Cross Cultural Consumer BehaviorChapter 14 Cross Cultural Consumer Behavior
Chapter 14 Cross Cultural Consumer BehaviorAvinash Kumar
 
Factors affecting consumer behaviour
Factors affecting consumer behaviourFactors affecting consumer behaviour
Factors affecting consumer behaviourAbhishek Maheshwari
 
Consumer and Cultural Influences
Consumer and Cultural Influences Consumer and Cultural Influences
Consumer and Cultural InfluencesNagendra Babu
 
Ibahrine Chapter 3 Value Culture
Ibahrine Chapter 3 Value CultureIbahrine Chapter 3 Value Culture
Ibahrine Chapter 3 Value Cultureibahrine
 
Impact of culture on international marketing
Impact of culture on international marketingImpact of culture on international marketing
Impact of culture on international marketingAnu Damodaran
 
Cultural impact on marketing
Cultural impact on marketingCultural impact on marketing
Cultural impact on marketingWish Mrt'xa
 
Cross cultural advertising
Cross cultural advertisingCross cultural advertising
Cross cultural advertisingErum22
 
Social And Cultural Environment.Ppt 1
Social And Cultural Environment.Ppt 1Social And Cultural Environment.Ppt 1
Social And Cultural Environment.Ppt 1historica vision edu. pvt. ltd.
 
Socio culture environment
Socio culture environmentSocio culture environment
Socio culture environmentAnant Saxena
 

Weitere ähnliche Inhalte

Was ist angesagt?

Culture of Consumer Behavior
Culture of Consumer BehaviorCulture of Consumer Behavior
Culture of Consumer BehaviorRupesh Poddar
 
International Marketing Analysis of China
International Marketing Analysis of ChinaInternational Marketing Analysis of China
International Marketing Analysis of ChinaSHAHBAAZ AHMED
 
Cultural and Cross Influences
Cultural and Cross InfluencesCultural and Cross Influences
Cultural and Cross InfluencesPrincess Ann Puno
 
Chapter 12 Influence Of Culture On Consumer Behavior
Chapter 12 Influence Of Culture On Consumer BehaviorChapter 12 Influence Of Culture On Consumer Behavior
Chapter 12 Influence Of Culture On Consumer BehaviorAvinash Kumar
 
Indian consumer behaviour
Indian consumer behaviourIndian consumer behaviour
Indian consumer behaviourAnkit Uttam
 
ITFT Importance of Culture in Consumer Behaviour
ITFT Importance of Culture in Consumer BehaviourITFT Importance of Culture in Consumer Behaviour
ITFT Importance of Culture in Consumer BehaviourHarminder Kaur
 
Behavioural pattern of indian consumer
Behavioural pattern of indian consumerBehavioural pattern of indian consumer
Behavioural pattern of indian consumerDeepthi Das
 
Influence of culture on consumer behaviour
Influence of culture on consumer behaviourInfluence of culture on consumer behaviour
Influence of culture on consumer behaviourDhanushree Sivaprakasam
 
Culture & consumer behavior
Culture & consumer behaviorCulture & consumer behavior
Culture & consumer behaviorMahmudul Hasan
 
Culture and consumer behaviour
Culture and consumer behaviourCulture and consumer behaviour
Culture and consumer behaviourRaghu Kunthe
 
Chapter 14 Cross Cultural Consumer Behavior
Chapter 14 Cross Cultural Consumer BehaviorChapter 14 Cross Cultural Consumer Behavior
Chapter 14 Cross Cultural Consumer BehaviorAvinash Kumar
 
Factors affecting consumer behaviour
Factors affecting consumer behaviourFactors affecting consumer behaviour
Factors affecting consumer behaviourAbhishek Maheshwari
 
Consumer and Cultural Influences
Consumer and Cultural Influences Consumer and Cultural Influences
Consumer and Cultural InfluencesNagendra Babu
 
Ibahrine Chapter 3 Value Culture
Ibahrine Chapter 3 Value CultureIbahrine Chapter 3 Value Culture
Ibahrine Chapter 3 Value Cultureibahrine
 
Impact of culture on international marketing
Impact of culture on international marketingImpact of culture on international marketing
Impact of culture on international marketingAnu Damodaran
 
Cultural impact on marketing
Cultural impact on marketingCultural impact on marketing
Cultural impact on marketingWish Mrt'xa
 
Cross cultural advertising
Cross cultural advertisingCross cultural advertising
Cross cultural advertisingErum22
 

Was ist angesagt? (20)

Culture of Consumer Behavior
Culture of Consumer BehaviorCulture of Consumer Behavior
Culture of Consumer Behavior
 
International Marketing Analysis of China
International Marketing Analysis of ChinaInternational Marketing Analysis of China
International Marketing Analysis of China
 
Cultural and Cross Influences
Cultural and Cross InfluencesCultural and Cross Influences
Cultural and Cross Influences
 
Chapter 12 Influence Of Culture On Consumer Behavior
Chapter 12 Influence Of Culture On Consumer BehaviorChapter 12 Influence Of Culture On Consumer Behavior
Chapter 12 Influence Of Culture On Consumer Behavior
 
consumer buying behavior
consumer buying behaviorconsumer buying behavior
consumer buying behavior
 
Indian consumer behaviour
Indian consumer behaviourIndian consumer behaviour
Indian consumer behaviour
 
Indian Consumers
Indian ConsumersIndian Consumers
Indian Consumers
 
ITFT Importance of Culture in Consumer Behaviour
ITFT Importance of Culture in Consumer BehaviourITFT Importance of Culture in Consumer Behaviour
ITFT Importance of Culture in Consumer Behaviour
 
Behavioural pattern of indian consumer
Behavioural pattern of indian consumerBehavioural pattern of indian consumer
Behavioural pattern of indian consumer
 
Influence of culture on consumer behaviour
Influence of culture on consumer behaviourInfluence of culture on consumer behaviour
Influence of culture on consumer behaviour
 
Culture & consumer behavior
Culture & consumer behaviorCulture & consumer behavior
Culture & consumer behavior
 
Culture and consumer behaviour
Culture and consumer behaviourCulture and consumer behaviour
Culture and consumer behaviour
 
Chapter 3- Consumer Behavior
Chapter 3- Consumer BehaviorChapter 3- Consumer Behavior
Chapter 3- Consumer Behavior
 
Chapter 14 Cross Cultural Consumer Behavior
Chapter 14 Cross Cultural Consumer BehaviorChapter 14 Cross Cultural Consumer Behavior
Chapter 14 Cross Cultural Consumer Behavior
 
Factors affecting consumer behaviour
Factors affecting consumer behaviourFactors affecting consumer behaviour
Factors affecting consumer behaviour
 
Consumer and Cultural Influences
Consumer and Cultural Influences Consumer and Cultural Influences
Consumer and Cultural Influences
 
Ibahrine Chapter 3 Value Culture
Ibahrine Chapter 3 Value CultureIbahrine Chapter 3 Value Culture
Ibahrine Chapter 3 Value Culture
 
Impact of culture on international marketing
Impact of culture on international marketingImpact of culture on international marketing
Impact of culture on international marketing
 
Cultural impact on marketing
Cultural impact on marketingCultural impact on marketing
Cultural impact on marketing
 
Cross cultural advertising
Cross cultural advertisingCross cultural advertising
Cross cultural advertising
 

Andere mochten auch

Socio culture environment
Socio culture environmentSocio culture environment
Socio culture environmentAnant Saxena
 
Business and the Social Environment
Business and the Social EnvironmentBusiness and the Social Environment
Business and the Social Environmenttutor2u
 
Cultural Environment
Cultural EnvironmentCultural Environment
Cultural Environmentluispachon
 
Resettlement & rehabilitation of people
Resettlement & rehabilitation of peopleResettlement & rehabilitation of people
Resettlement & rehabilitation of peopleranjeevsehrawatsingh
 
Water Conservation Pakistan
Water Conservation PakistanWater Conservation Pakistan
Water Conservation Pakistannaeemqureshi
 
Social and cultural Environment - International Business - Manu Melwin Joy
Social and cultural Environment - International Business - Manu Melwin JoySocial and cultural Environment - International Business - Manu Melwin Joy
Social and cultural Environment - International Business - Manu Melwin Joymanumelwin
 
Social cultural environment
Social cultural environmentSocial cultural environment
Social cultural environmentSyuhada Nabilah
 
Social & cultural environment ppt
Social & cultural environment pptSocial & cultural environment ppt
Social & cultural environment pptGaurav Patel
 
Sociocultural Factors
Sociocultural FactorsSociocultural Factors
Sociocultural Factorsguest7f1ad678
 
Water, Conservation & Management
Water, Conservation & ManagementWater, Conservation & Management
Water, Conservation & ManagementRavi Dhande
 
Ehical and social issues
Ehical and social issuesEhical and social issues
Ehical and social issuesYash Chavda
 
Water + conservation powerpoint
Water + conservation powerpointWater + conservation powerpoint
Water + conservation powerpointRorey Risdon
 
Water conservation ppt
Water conservation pptWater conservation ppt
Water conservation pptbinnyaji
 

Andere mochten auch (20)

Social And Cultural Environment.Ppt 1
Social And Cultural Environment.Ppt 1Social And Cultural Environment.Ppt 1
Social And Cultural Environment.Ppt 1
 
Socio culture environment
Socio culture environmentSocio culture environment
Socio culture environment
 
Business and the Social Environment
Business and the Social EnvironmentBusiness and the Social Environment
Business and the Social Environment
 
Ib cultural(1)
Ib cultural(1)Ib cultural(1)
Ib cultural(1)
 
Cultural Environment
Cultural EnvironmentCultural Environment
Cultural Environment
 
Ib
IbIb
Ib
 
Resettlement & rehabilitation of people
Resettlement & rehabilitation of peopleResettlement & rehabilitation of people
Resettlement & rehabilitation of people
 
Social environment by novs
Social environment by novsSocial environment by novs
Social environment by novs
 
Water Conservation Pakistan
Water Conservation PakistanWater Conservation Pakistan
Water Conservation Pakistan
 
Social and cultural Environment - International Business - Manu Melwin Joy
Social and cultural Environment - International Business - Manu Melwin JoySocial and cultural Environment - International Business - Manu Melwin Joy
Social and cultural Environment - International Business - Manu Melwin Joy
 
Social cultural environment
Social cultural environmentSocial cultural environment
Social cultural environment
 
Quality Management
Quality ManagementQuality Management
Quality Management
 
Social & cultural environment ppt
Social & cultural environment pptSocial & cultural environment ppt
Social & cultural environment ppt
 
Sociocultural Factors
Sociocultural FactorsSociocultural Factors
Sociocultural Factors
 
Water Conservation
Water Conservation Water Conservation
Water Conservation
 
Water, Conservation & Management
Water, Conservation & ManagementWater, Conservation & Management
Water, Conservation & Management
 
Ehical and social issues
Ehical and social issuesEhical and social issues
Ehical and social issues
 
Water + conservation powerpoint
Water + conservation powerpointWater + conservation powerpoint
Water + conservation powerpoint
 
Production and Operation Management
Production and Operation ManagementProduction and Operation Management
Production and Operation Management
 
Water conservation ppt
Water conservation pptWater conservation ppt
Water conservation ppt
 

Ähnlich wie Tutorial: The Cultural-Social Environment

How global brands compete
How global brands compete How global brands compete
How global brands compete Arjun Rai
 
Stategic Managment assiangment
Stategic Managment assiangment Stategic Managment assiangment
Stategic Managment assiangment Pritam Jindal
 
Scopes of international marketing
Scopes of international marketingScopes of international marketing
Scopes of international marketingFree Talk 2 Other
 
The international marketing mix ia 2
The international marketing mix ia 2The international marketing mix ia 2
The international marketing mix ia 2Aamir Abbasi
 
2a dokuz eylul university izmir int week 2013 passion brand
2a dokuz eylul university izmir int week 2013 passion brand2a dokuz eylul university izmir int week 2013 passion brand
2a dokuz eylul university izmir int week 2013 passion brandSander Janssens
 
12 Global Brands & Local Markets
12 Global Brands & Local Markets12 Global Brands & Local Markets
12 Global Brands & Local Marketssexbomb
 
Lecture 3 industry studies student
Lecture 3 industry studies studentLecture 3 industry studies student
Lecture 3 industry studies studentmoduledesign
 
International marketing 1
International marketing 1International marketing 1
International marketing 1Swarit Yadav
 
International marketing
International marketingInternational marketing
International marketingNupur Agrawal
 
Imm unit-02 (global marketing research)
Imm unit-02 (global marketing research)Imm unit-02 (global marketing research)
Imm unit-02 (global marketing research)Revisiting Strategy
 
Cultural issues facing by global brands
Cultural issues facing by global brandsCultural issues facing by global brands
Cultural issues facing by global brandsArshad TK
 
Convegno la mela nel mondo interpoma bz - 15-11-2012 1 - desmond o'rourke
Convegno la mela nel mondo interpoma bz - 15-11-2012 1 - desmond o'rourkeConvegno la mela nel mondo interpoma bz - 15-11-2012 1 - desmond o'rourke
Convegno la mela nel mondo interpoma bz - 15-11-2012 1 - desmond o'rourkeImage Line
 
International Marketing Research (1).pptx
International Marketing Research (1).pptxInternational Marketing Research (1).pptx
International Marketing Research (1).pptxDiksha Vashisht
 
International marketing (7)
International marketing (7)International marketing (7)
International marketing (7)Ganpurev Ganbold
 
Us market research and branding recommendations
Us market research and branding recommendationsUs market research and branding recommendations
Us market research and branding recommendationsGoodwood Shutters
 
Does marketing do more harm to society than good?
Does marketing do more harm to society than good?Does marketing do more harm to society than good?
Does marketing do more harm to society than good?Shanmuga Pillaiyan
 

Ähnlich wie Tutorial: The Cultural-Social Environment (20)

How global brands compete
How global brands compete How global brands compete
How global brands compete
 
Stategic Managment assiangment
Stategic Managment assiangment Stategic Managment assiangment
Stategic Managment assiangment
 
Scopes of international marketing
Scopes of international marketingScopes of international marketing
Scopes of international marketing
 
The international marketing mix ia 2
The international marketing mix ia 2The international marketing mix ia 2
The international marketing mix ia 2
 
Altoids IMC Plan
Altoids IMC PlanAltoids IMC Plan
Altoids IMC Plan
 
2a dokuz eylul university izmir int week 2013 passion brand
2a dokuz eylul university izmir int week 2013 passion brand2a dokuz eylul university izmir int week 2013 passion brand
2a dokuz eylul university izmir int week 2013 passion brand
 
12 Global Brands & Local Markets
12 Global Brands & Local Markets12 Global Brands & Local Markets
12 Global Brands & Local Markets
 
Lecture 3 industry studies student
Lecture 3 industry studies studentLecture 3 industry studies student
Lecture 3 industry studies student
 
International marketing 1
International marketing 1International marketing 1
International marketing 1
 
Final Thesis-Virgin
Final Thesis-VirginFinal Thesis-Virgin
Final Thesis-Virgin
 
International marketing
International marketingInternational marketing
International marketing
 
Imm unit-02 (global marketing research)
Imm unit-02 (global marketing research)Imm unit-02 (global marketing research)
Imm unit-02 (global marketing research)
 
Business History: Global brands
Business History: Global brandsBusiness History: Global brands
Business History: Global brands
 
Cultural issues facing by global brands
Cultural issues facing by global brandsCultural issues facing by global brands
Cultural issues facing by global brands
 
Convegno la mela nel mondo interpoma bz - 15-11-2012 1 - desmond o'rourke
Convegno la mela nel mondo interpoma bz - 15-11-2012 1 - desmond o'rourkeConvegno la mela nel mondo interpoma bz - 15-11-2012 1 - desmond o'rourke
Convegno la mela nel mondo interpoma bz - 15-11-2012 1 - desmond o'rourke
 
International Marketing Research (1).pptx
International Marketing Research (1).pptxInternational Marketing Research (1).pptx
International Marketing Research (1).pptx
 
International marketing (7)
International marketing (7)International marketing (7)
International marketing (7)
 
Us market research and branding recommendations
Us market research and branding recommendationsUs market research and branding recommendations
Us market research and branding recommendations
 
Anti-fatigue mats Us market research and branding recommendations
Anti-fatigue mats Us market research and branding recommendationsAnti-fatigue mats Us market research and branding recommendations
Anti-fatigue mats Us market research and branding recommendations
 
Does marketing do more harm to society than good?
Does marketing do more harm to society than good?Does marketing do more harm to society than good?
Does marketing do more harm to society than good?
 

Mehr von Steve Raybould

An Introduction to Content Marketing
An Introduction to Content MarketingAn Introduction to Content Marketing
An Introduction to Content MarketingSteve Raybould
 
Tutorial aid: Ethics and CSR for global companies
Tutorial aid: Ethics and CSR for global companiesTutorial aid: Ethics and CSR for global companies
Tutorial aid: Ethics and CSR for global companiesSteve Raybould
 
Tutorial: New Ideas in Customer Groups
Tutorial: New Ideas in Customer GroupsTutorial: New Ideas in Customer Groups
Tutorial: New Ideas in Customer GroupsSteve Raybould
 
Total Relationship Marketing
Total Relationship MarketingTotal Relationship Marketing
Total Relationship MarketingSteve Raybould
 
Internal Service Management
Internal Service ManagementInternal Service Management
Internal Service ManagementSteve Raybould
 
Service-Loyalty models
Service-Loyalty modelsService-Loyalty models
Service-Loyalty modelsSteve Raybould
 
Extended Marketing Mix
Extended Marketing MixExtended Marketing Mix
Extended Marketing MixSteve Raybould
 
Corporate Social Responsibility
Corporate Social ResponsibilityCorporate Social Responsibility
Corporate Social ResponsibilitySteve Raybould
 

Mehr von Steve Raybould (20)

An Introduction to Content Marketing
An Introduction to Content MarketingAn Introduction to Content Marketing
An Introduction to Content Marketing
 
Tutorial aid: Ethics and CSR for global companies
Tutorial aid: Ethics and CSR for global companiesTutorial aid: Ethics and CSR for global companies
Tutorial aid: Ethics and CSR for global companies
 
Tutorial: New Ideas in Customer Groups
Tutorial: New Ideas in Customer GroupsTutorial: New Ideas in Customer Groups
Tutorial: New Ideas in Customer Groups
 
Total Relationship Marketing
Total Relationship MarketingTotal Relationship Marketing
Total Relationship Marketing
 
Internal Service Management
Internal Service ManagementInternal Service Management
Internal Service Management
 
The Loyalty Effect
The Loyalty EffectThe Loyalty Effect
The Loyalty Effect
 
Service-Loyalty models
Service-Loyalty modelsService-Loyalty models
Service-Loyalty models
 
Advertising models
Advertising modelsAdvertising models
Advertising models
 
Chaos Scenario
Chaos ScenarioChaos Scenario
Chaos Scenario
 
Psychometric Tests
Psychometric TestsPsychometric Tests
Psychometric Tests
 
E Marketing Mix
E Marketing MixE Marketing Mix
E Marketing Mix
 
Stakeholder Analysis
Stakeholder AnalysisStakeholder Analysis
Stakeholder Analysis
 
Brands & Ads
Brands & AdsBrands & Ads
Brands & Ads
 
Branding
BrandingBranding
Branding
 
Extended Marketing Mix
Extended Marketing MixExtended Marketing Mix
Extended Marketing Mix
 
Creativity
CreativityCreativity
Creativity
 
Corporate Social Responsibility
Corporate Social ResponsibilityCorporate Social Responsibility
Corporate Social Responsibility
 
Purchasing Decision
Purchasing DecisionPurchasing Decision
Purchasing Decision
 
Buyer Behaviour
Buyer BehaviourBuyer Behaviour
Buyer Behaviour
 
Dmu & Dmp
Dmu & DmpDmu & Dmp
Dmu & Dmp
 

Kürzlich hochgeladen

Horngren’s Financial & Managerial Accounting, 7th edition by Miller-Nobles so...
Horngren’s Financial & Managerial Accounting, 7th edition by Miller-Nobles so...Horngren’s Financial & Managerial Accounting, 7th edition by Miller-Nobles so...
Horngren’s Financial & Managerial Accounting, 7th edition by Miller-Nobles so...ssuserf63bd7
 
Fordham -How effective decision-making is within the IT department - Analysis...
Fordham -How effective decision-making is within the IT department - Analysis...Fordham -How effective decision-making is within the IT department - Analysis...
Fordham -How effective decision-making is within the IT department - Analysis...Peter Ward
 
Environmental Impact Of Rotary Screw Compressors
Environmental Impact Of Rotary Screw CompressorsEnvironmental Impact Of Rotary Screw Compressors
Environmental Impact Of Rotary Screw Compressorselgieurope
 
Excvation Safety for safety officers reference
Excvation Safety for safety officers referenceExcvation Safety for safety officers reference
Excvation Safety for safety officers referencessuser2c065e
 
TriStar Gold Corporate Presentation - April 2024
TriStar Gold Corporate Presentation - April 2024TriStar Gold Corporate Presentation - April 2024
TriStar Gold Corporate Presentation - April 2024Adnet Communications
 
WSMM Technology February.March Newsletter_vF.pdf
WSMM Technology February.March Newsletter_vF.pdfWSMM Technology February.March Newsletter_vF.pdf
WSMM Technology February.March Newsletter_vF.pdfJamesConcepcion7
 
Traction part 2 - EOS Model JAX Bridges.
Traction part 2 - EOS Model JAX Bridges.Traction part 2 - EOS Model JAX Bridges.
Traction part 2 - EOS Model JAX Bridges.Anamaria Contreras
 
Jewish Resources in the Family Resource Centre
Jewish Resources in the Family Resource CentreJewish Resources in the Family Resource Centre
Jewish Resources in the Family Resource CentreNZSG
 
Welding Electrode Making Machine By Deccan Dynamics
Welding Electrode Making Machine By Deccan DynamicsWelding Electrode Making Machine By Deccan Dynamics
Welding Electrode Making Machine By Deccan DynamicsIndiaMART InterMESH Limited
 
Technical Leaders - Working with the Management Team
Technical Leaders - Working with the Management TeamTechnical Leaders - Working with the Management Team
Technical Leaders - Working with the Management TeamArik Fletcher
 
Go for Rakhi Bazaar and Pick the Latest Bhaiya Bhabhi Rakhi.pptx
Go for Rakhi Bazaar and Pick the Latest Bhaiya Bhabhi Rakhi.pptxGo for Rakhi Bazaar and Pick the Latest Bhaiya Bhabhi Rakhi.pptx
Go for Rakhi Bazaar and Pick the Latest Bhaiya Bhabhi Rakhi.pptxRakhi Bazaar
 
Pitch Deck Teardown: Xpanceo's $40M Seed deck
Pitch Deck Teardown: Xpanceo's $40M Seed deckPitch Deck Teardown: Xpanceo's $40M Seed deck
Pitch Deck Teardown: Xpanceo's $40M Seed deckHajeJanKamps
 
1911 Gold Corporate Presentation Apr 2024.pdf
1911 Gold Corporate Presentation Apr 2024.pdf1911 Gold Corporate Presentation Apr 2024.pdf
1911 Gold Corporate Presentation Apr 2024.pdfShaun Heinrichs
 
Church Building Grants To Assist With New Construction, Additions, And Restor...
Church Building Grants To Assist With New Construction, Additions, And Restor...Church Building Grants To Assist With New Construction, Additions, And Restor...
Church Building Grants To Assist With New Construction, Additions, And Restor...Americas Got Grants
 
How Generative AI Is Transforming Your Business | Byond Growth Insights | Apr...
How Generative AI Is Transforming Your Business | Byond Growth Insights | Apr...How Generative AI Is Transforming Your Business | Byond Growth Insights | Apr...
How Generative AI Is Transforming Your Business | Byond Growth Insights | Apr...Hector Del Castillo, CPM, CPMM
 
trending-flavors-and-ingredients-in-salty-snacks-us-2024_Redacted-V2.pdf
trending-flavors-and-ingredients-in-salty-snacks-us-2024_Redacted-V2.pdftrending-flavors-and-ingredients-in-salty-snacks-us-2024_Redacted-V2.pdf
trending-flavors-and-ingredients-in-salty-snacks-us-2024_Redacted-V2.pdfMintel Group
 
GUIDELINES ON USEFUL FORMS IN FREIGHT FORWARDING (F) Danny Diep Toh MBA.pdf
GUIDELINES ON USEFUL FORMS IN FREIGHT FORWARDING (F) Danny Diep Toh MBA.pdfGUIDELINES ON USEFUL FORMS IN FREIGHT FORWARDING (F) Danny Diep Toh MBA.pdf
GUIDELINES ON USEFUL FORMS IN FREIGHT FORWARDING (F) Danny Diep Toh MBA.pdfDanny Diep To
 
Effective Strategies for Maximizing Your Profit When Selling Gold Jewelry
Effective Strategies for Maximizing Your Profit When Selling Gold JewelryEffective Strategies for Maximizing Your Profit When Selling Gold Jewelry
Effective Strategies for Maximizing Your Profit When Selling Gold JewelryWhittensFineJewelry1
 
Guide Complete Set of Residential Architectural Drawings PDF
Guide Complete Set of Residential Architectural Drawings PDFGuide Complete Set of Residential Architectural Drawings PDF
Guide Complete Set of Residential Architectural Drawings PDFChandresh Chudasama
 

Kürzlich hochgeladen (20)

Horngren’s Financial & Managerial Accounting, 7th edition by Miller-Nobles so...
Horngren’s Financial & Managerial Accounting, 7th edition by Miller-Nobles so...Horngren’s Financial & Managerial Accounting, 7th edition by Miller-Nobles so...
Horngren’s Financial & Managerial Accounting, 7th edition by Miller-Nobles so...
 
Fordham -How effective decision-making is within the IT department - Analysis...
Fordham -How effective decision-making is within the IT department - Analysis...Fordham -How effective decision-making is within the IT department - Analysis...
Fordham -How effective decision-making is within the IT department - Analysis...
 
Environmental Impact Of Rotary Screw Compressors
Environmental Impact Of Rotary Screw CompressorsEnvironmental Impact Of Rotary Screw Compressors
Environmental Impact Of Rotary Screw Compressors
 
Excvation Safety for safety officers reference
Excvation Safety for safety officers referenceExcvation Safety for safety officers reference
Excvation Safety for safety officers reference
 
The Bizz Quiz-E-Summit-E-Cell-IITPatna.pptx
The Bizz Quiz-E-Summit-E-Cell-IITPatna.pptxThe Bizz Quiz-E-Summit-E-Cell-IITPatna.pptx
The Bizz Quiz-E-Summit-E-Cell-IITPatna.pptx
 
TriStar Gold Corporate Presentation - April 2024
TriStar Gold Corporate Presentation - April 2024TriStar Gold Corporate Presentation - April 2024
TriStar Gold Corporate Presentation - April 2024
 
WSMM Technology February.March Newsletter_vF.pdf
WSMM Technology February.March Newsletter_vF.pdfWSMM Technology February.March Newsletter_vF.pdf
WSMM Technology February.March Newsletter_vF.pdf
 
Traction part 2 - EOS Model JAX Bridges.
Traction part 2 - EOS Model JAX Bridges.Traction part 2 - EOS Model JAX Bridges.
Traction part 2 - EOS Model JAX Bridges.
 
Jewish Resources in the Family Resource Centre
Jewish Resources in the Family Resource CentreJewish Resources in the Family Resource Centre
Jewish Resources in the Family Resource Centre
 
Welding Electrode Making Machine By Deccan Dynamics
Welding Electrode Making Machine By Deccan DynamicsWelding Electrode Making Machine By Deccan Dynamics
Welding Electrode Making Machine By Deccan Dynamics
 
Technical Leaders - Working with the Management Team
Technical Leaders - Working with the Management TeamTechnical Leaders - Working with the Management Team
Technical Leaders - Working with the Management Team
 
Go for Rakhi Bazaar and Pick the Latest Bhaiya Bhabhi Rakhi.pptx
Go for Rakhi Bazaar and Pick the Latest Bhaiya Bhabhi Rakhi.pptxGo for Rakhi Bazaar and Pick the Latest Bhaiya Bhabhi Rakhi.pptx
Go for Rakhi Bazaar and Pick the Latest Bhaiya Bhabhi Rakhi.pptx
 
Pitch Deck Teardown: Xpanceo's $40M Seed deck
Pitch Deck Teardown: Xpanceo's $40M Seed deckPitch Deck Teardown: Xpanceo's $40M Seed deck
Pitch Deck Teardown: Xpanceo's $40M Seed deck
 
1911 Gold Corporate Presentation Apr 2024.pdf
1911 Gold Corporate Presentation Apr 2024.pdf1911 Gold Corporate Presentation Apr 2024.pdf
1911 Gold Corporate Presentation Apr 2024.pdf
 
Church Building Grants To Assist With New Construction, Additions, And Restor...
Church Building Grants To Assist With New Construction, Additions, And Restor...Church Building Grants To Assist With New Construction, Additions, And Restor...
Church Building Grants To Assist With New Construction, Additions, And Restor...
 
How Generative AI Is Transforming Your Business | Byond Growth Insights | Apr...
How Generative AI Is Transforming Your Business | Byond Growth Insights | Apr...How Generative AI Is Transforming Your Business | Byond Growth Insights | Apr...
How Generative AI Is Transforming Your Business | Byond Growth Insights | Apr...
 
trending-flavors-and-ingredients-in-salty-snacks-us-2024_Redacted-V2.pdf
trending-flavors-and-ingredients-in-salty-snacks-us-2024_Redacted-V2.pdftrending-flavors-and-ingredients-in-salty-snacks-us-2024_Redacted-V2.pdf
trending-flavors-and-ingredients-in-salty-snacks-us-2024_Redacted-V2.pdf
 
GUIDELINES ON USEFUL FORMS IN FREIGHT FORWARDING (F) Danny Diep Toh MBA.pdf
GUIDELINES ON USEFUL FORMS IN FREIGHT FORWARDING (F) Danny Diep Toh MBA.pdfGUIDELINES ON USEFUL FORMS IN FREIGHT FORWARDING (F) Danny Diep Toh MBA.pdf
GUIDELINES ON USEFUL FORMS IN FREIGHT FORWARDING (F) Danny Diep Toh MBA.pdf
 
Effective Strategies for Maximizing Your Profit When Selling Gold Jewelry
Effective Strategies for Maximizing Your Profit When Selling Gold JewelryEffective Strategies for Maximizing Your Profit When Selling Gold Jewelry
Effective Strategies for Maximizing Your Profit When Selling Gold Jewelry
 
Guide Complete Set of Residential Architectural Drawings PDF
Guide Complete Set of Residential Architectural Drawings PDFGuide Complete Set of Residential Architectural Drawings PDF
Guide Complete Set of Residential Architectural Drawings PDF
 

Tutorial: The Cultural-Social Environment

  • 1. Report I: The international cultural and social environment
  • 2.
  • 3.
  • 4. International social and cultural environments: •Trends •Affects •Issues •Decisions
  • 10. Trends: Global brands 1. Coca-Cola 2. IBM 3. Microsoft 4. GE 5. Nokia 6. Toyota 7. Intel 8. McDonald’s 9. Disney 10.Google • Research finds that global brands have: – Quality signal – Global myth – Social responsibility
  • 17. Products: In the US and UK Kit-Kat is in one flavour. In Japan customers like Kit-Kat in a wide range (now over 80) of often unexpected flavours including: green tea, soy sauce, salt watermelon and ginger ale. In Japan the sound ‘kit kat’ also means good luck / congratulations, making the bar a popular gift
  • 18. Management Walmart fail in Germany: • Remote management • CEO spoke only English • ‘Hire & Fire’ culture • Failure to consult or listen • Fundamental strategic mistakes – retail style, competition, cust omer preferences
  • 19. Organisation • Degrees of centralisation • Location and style of decision makers • Family orientated businesses • Expectations of individual initiative, innovation, consultation
  • 20. Distribution & Buyer Behaviour • Poor brand definition • Application of UK buying behaviour expectations to US • Car shopping, not ‘passing shopping’ • Expect trial tasting, discounts, promot ions • Strong competition in low cost convenience • No local retail / distribution partner Tesco fail in USA (and Korea)
  • 23. Alternative global marketing strategies COMMUNICATON STRATEGY STANDARDIZED COMMUNICATIONS LOCALIZED COMMUNICATIONS STANDARDIZED PRODUCT Global strategy: Uniform Product/ Uniform Message Mixed Strategy: Uniform Product/ Customized Message LOCALIZED PRODUCT Mixed strategy: Customized Product/ Uniform Message Local Strategy: Customized Product/ Customized Message
  • 24. Sources: Anon (2011) ‘Tesco’s mistakes in US – Not understanding the American Customer’. Case Studies Inc. Last accessed 18/11/12 at: http://www.casestudyinc.com/tescos- mistakes-in-us-not-understanding-the-american-customer Arndt, a. and Knorr, A. (2003) ‘Why Did Wal-Mart Fail in Germany?’ Institute for World Economics and International Management. University of Bremen. Cummings T.S. (no date) ‘Japan’s Strangest Kit Kat Flavors’ Weird Asia News. Last accessed 18/11/12 at: http://www.weirdasianews.com/2010/03/18/japans-strangest- kit-kat-flavors/ Geoghagan, T. (2011) ‘Why is Tesco Struggling in the US?’ BBC. Last accessed 18/11/12: http://www.bbc.co.uk/news/magazine-13190124 LPRodriguez (2012) ‘Psy Gangnam Style (Official Video)’ You Tube. Last accessed 23/11/12at: http://www.youtube.com/watch?v=mYPvAMrMzwI Schiffman, L.G. and Kanuk L.L., (2010) ‘Customer Behaviour’ 10th ed. Pearson Educational