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" In The Name of Allah, The Most Beneficent, The Most 
Merciful, The Most Kind. "
CULTURAL DYNAMICS IN 
ASSESSING GLOBAL 
MARKETS 
A Presentation By, 
Fahmeed Hanif 
To, 
Sir Faheem Ali.
OVERVIEW 
 The importance of Culture to an International Marketer, 
 Definition and Origins of Culture. 
 The Elements of Culture. 
 Cultural knowledge and Cultural change.
CULTUR E ’ S P E RVA S I V E 
IMPACT 
 Culture affects every part of our lives, every day, from birth to 
death, and everything in between. 
 As countries move from agricultural to industrial to services 
economies’ birthrates decline. 
 Consequences of consumption 
 Culture not only affects consumption, it also affects production
DEFINITIONS AND 
ORIGINS OF CULTURE 
 Most traditional definitions of culture state that culture is the sum of the 
values, rituals, symbols, beliefs, and thought processes that are learned, shared 
by a group of people, and transmitted from generation to generation. 
 Humans make adaptations to changing environments through innovation. 
 Individuals learn culture from social institutions through: 
• Socialization (growing up) 
• Acculturation (adjusting to a new culture)
DEFINITIONS AND 
ORIGINS OF CULTURE 
 Geography 
 History 
 Technology 
 The political and economic systems 
• Three approaches to governance competed for world dominance: 
• Fascism 
• Communism 
• Democracy/Free Enterprise 
• Islamic Law
DEFINITIONS AND 
ORIGINS OF CULTURE 
 Social institutions 
• Family 
• Favoritism of boys in some cultures 
• Religion 
• Misunderstanding of beliefs 
• School 
• No country has been successful economically with less than 
50% literacy. 
• Corporations 
• Most innovations are introduced to societies by companies
DEFINITIONS AND 
ORIGINS OF CULTURE 
 The media 
• Media time has replaced family time 
 Government 
• Governments try to influence the thinking and behaviors of adult 
citizens. 
 Cultural values 
• Individualism/Collectivism Index 
• Power Distance Index 
• Uncertainty Avoidance Index 
• Cultural Values and Consumer Behavior 
 Rituals 
• Marriage 
• Funerals
ELEMENTS OF CULTURE 
 Social Organization 
 When a culture organizes its members into smaller groups 
 What might some smaller groups be in a culture? 
• Families 
• Friends 
• Religious groups 
• Social classes 
• Occupation 
• Interest groups
ELEMENTS OF CULTURE 
 Social Organization, cont. 
 - family: the most important unit of social organization 
• Nuclear family- husband, wife, children 
• Extended family- several generations in one household 
 - respect for elders is usually strong in extended fams. 
social classes: a way to rank people in order of status 
• What can social class be based on? 
• Money 
• Occupation 
• Education 
• Race 
• Etc.
ELEMENTS OF CULTURE 
 Customs and Traditions 
• Rules of behavior (written and unwritten) 
 Language 
• Important for communication and passing on traditions and beliefs 
 Arts and Literature 
• Teach about a culture’s values 
• Promote cultural pride and unity 
• Could include technology and entertainment
ELEMENTS OF CULTURE 
 Religion 
• Monotheism: belief in one god 
• Polytheism: belief in more than one god 
 Major World Religions 
• Judaism, Christianity, Islam, Hinduism, Buddhism 
 Forms of Government 
• People form governments to provide for their common needs ; Types 
• Democracy: people have supreme power 
• Republic: people choose leaders to represent them 
• Dictatorship: a ruler or group holds power by force
ELEMENTS OF CULTURE 
 Economic Systems 
• Resources a community has 
• Four types 
 1. Traditional: people produce most of what they need to survive 
 2. Market: basic economic questions are answered by buying/selling goods 
and services 
 3. Command: government controls answers to economic questions 
 4. Mixed: individuals make some economic decisions, the government 
makes others
CULTURAL KNOWLEDGE 
 Factual knowledge vs. interpretive knowledge 
• Has meaning as a straightforward fact about a culture but assumes 
additional significance when interpreted within the context of the 
culture. 
 Cultural sensitivity and tolerance 
• Being attuned to the nuances of culture so that a new culture can be 
viewed objectively and appreciated. 
• Cultures are not right or wrong, better or worse, they are simply 
different. 
• The more exotic the situation, the more sensitive, tolerant, and 
flexible one needs to be.
CULTURAL CHANGE 
 Cultural borrowing: 
• Effort to learn from other cultures for better solutions to a 
society’s particular problems. 
 Similarities: an illusion 
• A common language does not guarantee a similar 
interpretation of word or phrases. 
 Resistance to change: 
• Cultural growth does not occur without some resistance. 
• Resistance to genetically modified (GM) foods

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Cultural dynamics in assessing global markets

  • 1. " In The Name of Allah, The Most Beneficent, The Most Merciful, The Most Kind. "
  • 2. CULTURAL DYNAMICS IN ASSESSING GLOBAL MARKETS A Presentation By, Fahmeed Hanif To, Sir Faheem Ali.
  • 3. OVERVIEW  The importance of Culture to an International Marketer,  Definition and Origins of Culture.  The Elements of Culture.  Cultural knowledge and Cultural change.
  • 4. CULTUR E ’ S P E RVA S I V E IMPACT  Culture affects every part of our lives, every day, from birth to death, and everything in between.  As countries move from agricultural to industrial to services economies’ birthrates decline.  Consequences of consumption  Culture not only affects consumption, it also affects production
  • 5. DEFINITIONS AND ORIGINS OF CULTURE  Most traditional definitions of culture state that culture is the sum of the values, rituals, symbols, beliefs, and thought processes that are learned, shared by a group of people, and transmitted from generation to generation.  Humans make adaptations to changing environments through innovation.  Individuals learn culture from social institutions through: • Socialization (growing up) • Acculturation (adjusting to a new culture)
  • 6. DEFINITIONS AND ORIGINS OF CULTURE  Geography  History  Technology  The political and economic systems • Three approaches to governance competed for world dominance: • Fascism • Communism • Democracy/Free Enterprise • Islamic Law
  • 7. DEFINITIONS AND ORIGINS OF CULTURE  Social institutions • Family • Favoritism of boys in some cultures • Religion • Misunderstanding of beliefs • School • No country has been successful economically with less than 50% literacy. • Corporations • Most innovations are introduced to societies by companies
  • 8. DEFINITIONS AND ORIGINS OF CULTURE  The media • Media time has replaced family time  Government • Governments try to influence the thinking and behaviors of adult citizens.  Cultural values • Individualism/Collectivism Index • Power Distance Index • Uncertainty Avoidance Index • Cultural Values and Consumer Behavior  Rituals • Marriage • Funerals
  • 9. ELEMENTS OF CULTURE  Social Organization  When a culture organizes its members into smaller groups  What might some smaller groups be in a culture? • Families • Friends • Religious groups • Social classes • Occupation • Interest groups
  • 10. ELEMENTS OF CULTURE  Social Organization, cont.  - family: the most important unit of social organization • Nuclear family- husband, wife, children • Extended family- several generations in one household  - respect for elders is usually strong in extended fams. social classes: a way to rank people in order of status • What can social class be based on? • Money • Occupation • Education • Race • Etc.
  • 11. ELEMENTS OF CULTURE  Customs and Traditions • Rules of behavior (written and unwritten)  Language • Important for communication and passing on traditions and beliefs  Arts and Literature • Teach about a culture’s values • Promote cultural pride and unity • Could include technology and entertainment
  • 12. ELEMENTS OF CULTURE  Religion • Monotheism: belief in one god • Polytheism: belief in more than one god  Major World Religions • Judaism, Christianity, Islam, Hinduism, Buddhism  Forms of Government • People form governments to provide for their common needs ; Types • Democracy: people have supreme power • Republic: people choose leaders to represent them • Dictatorship: a ruler or group holds power by force
  • 13. ELEMENTS OF CULTURE  Economic Systems • Resources a community has • Four types  1. Traditional: people produce most of what they need to survive  2. Market: basic economic questions are answered by buying/selling goods and services  3. Command: government controls answers to economic questions  4. Mixed: individuals make some economic decisions, the government makes others
  • 14. CULTURAL KNOWLEDGE  Factual knowledge vs. interpretive knowledge • Has meaning as a straightforward fact about a culture but assumes additional significance when interpreted within the context of the culture.  Cultural sensitivity and tolerance • Being attuned to the nuances of culture so that a new culture can be viewed objectively and appreciated. • Cultures are not right or wrong, better or worse, they are simply different. • The more exotic the situation, the more sensitive, tolerant, and flexible one needs to be.
  • 15. CULTURAL CHANGE  Cultural borrowing: • Effort to learn from other cultures for better solutions to a society’s particular problems.  Similarities: an illusion • A common language does not guarantee a similar interpretation of word or phrases.  Resistance to change: • Cultural growth does not occur without some resistance. • Resistance to genetically modified (GM) foods