International Marketing 118. 330 Slides

Public Policy Impact Chain

National Goals
and
Strategies
National
Policies
Policy
Instruments &
Institutions
Industries and
Firms
Economic
Political
Cultural
Demographic

Culture

• What is Culture?
• Ways of thinking, viewing, and responding to stimuli which is learned
• socialization
• acculturation
• values (terminal and instrumental)
• Core Values of Cultures
• Canadian Asian Indian
• American Native Aboriginal Mexican
• European African Winnipeg

Culture

• Cross-Cultural Analysis
• A systematic comparison of similarities and diff-erences in material and behavioral aspects of culture.
• Descriptive
• Analytical/functional
• Outline of Elements in Cross-cultural Analysis
• Determine Relevant Motivations
• Determine Characteristic Behavior Patterns
• Determine Relevant Cultural Values
• Determine Important Institutions
• Determine Relevant Rules, Norms, and Laws
• Evaluate all the above with respect to mix variables

Culture

• Group and Sub-group Identification
• Relevant In-Group Identities
• Relevant Out-Group Identities
• Boundaries Between In- and Out-Groups
• Egocentrism
• Ethnocentrism
• Ethnocentrism in the Extended Fishbein Model of Consumer Behavior
• Role of Country-Of-Origin in Purchase Decision
• “Made in Canada”

Culture

• Nine Nations of North America
• New England
• The Foundry
• Quebec
• Dixie
• The Breadbasket
• The Empty Quarter
• MexAmerica
• Ecotopia
• The Islands