The report include the last part Chapter 3: Cultural Foundations from Global Marketing Book by Jhonny K. Johansson. Global culture, culture across countries,global culture,global marketing,meaning of culture,self-reference criterion,silent language,SRC are the discussion topic

1. Welcome to
Our Presentation

2. We Are
“Elegant (V)”

3. Group Profile
No. Name Roll Designation
1 Anjuman Ara 215 Member
2 Chowdhury Omor Faruque 377 Leader
3 Md. Al Amin 419 Member
4 Rumana 427 Member
5 Md. Moben Ahmed 526 Member

4. Rumana
ID No: 427

5. Chapter : 3
Cultural Foundations

6. Global Culture
Global Culture is seen
simply as another
environmental force
that differ-
 Across countries.
 The political system.
 The legal and
regulatory
environment.
 The level of economic
development.

7. The Influence of Culture on Global Marketing
Cultural Framework helps marketing managers to assess
the cultural nature of a global market.
 Language.
 Religion.
 Values & Attitudes.
 Education.
 Social organizations
 Technology & Material culture.
 Laws & Politics.
 Aesthetics.

8. Continued
Values &
Religion Attitudes
Social
Organizations Technology

9. Effective Cultural Signals Body
Language
 Dress Code.
 Body Position.
 Hand Movement.
 Eye Movement.
 Fidgeting.

10. Continued
“Hai” in Japanese

11. Cultural Differences Affect our Global Marketing
Message
“Nestle In Africa”

12. Anjuman Ara
ID No: 215

13. The Meaning of Culture
 The underlying value framework that guides an
individual’s behavior.
 Reflected in individual’s perceptions of observed events,
in personal interactions, and in the selection of
appropriate responses in social situation.
 Determines what is acceptable or unacceptable,
important or unimportant, right or wrong, workable or
unworkable.
 Encompasses all learned and shared, explicit or tacit,
assumptions, beliefs, knowledge, norms, and values, as
well as attitudes, behavior, dress, and language.
 Manifests itself in learned behavior, as individuals grow
up and gradually come to understand what their culture
demands of them.
 Recognizes that culture not only predisposes individual
toward certain behavior but eliminates other behavior.
Culture directly influences what people will do and what

14. Continued
Manifestations Of Culture
Cultural differences manifest themselves in
different ways and differing levels of
depth. Symbols represent the most
superficial and values the deepest
manifestations of culture, with heroes Symbols
and rituals in between.
 Symbols are Heroes
words, gestures, pictures, or objects that
carry a particular meaning which is only Rituals
recognized by those who share a
particular culture. Values
 Heroes are persons, past or
present, real or fictitious, who possess
characteristics that are highly prized in a
culture.
 Rituals are collective
activities, sometimes superfluous in
reaching desired objectives, but are
considered as socially essential.

15. Continued
Layers of Culture
National
Level
Corporate Regional
Level Level
Layers
Social Gender
Class Level
Level
Generatio
n Level

16. Continued
Layers of Culture
 The national level: Associated with the nation as a whole.
 The regional level: Associated with ethnic, linguistic, or religious
differences that exist within a nation.
 The gender level: Associated with gender differences (female vs.
male)
 The generation level: Associated with the differences between
grandparents and parents, parents and children.
 The social class level: Associated with educational opportunities
and differences in occupation.
 The corporate level: Associated with the particular culture of an
organization. Applicable to those who are employed.

17. Md. Moben Ahmed
ID No: 526

18. Culture across Countries
Cultural Grouping
(Scandinavian, Latin
American)
Multicultural High (European, Japan, India)
vs. Low-Context Culture
(India, China, Russia, USA) (USA, Australia, Newzeland)
Varieties
of
Cultures

19. Continued
High-context cultures (Most
European, Japan, India) are
relational, collectivist, intuitive and contemplative
 According to Edward T. Hall, these cultures are
collectivist, preferring group harmony and
consensus to individual achievement
 .” High-context communication tends to be more
indirect and more formal. Flowery
language, humility, and elaborate apologies are
typical.

20. Continued

21. Continued

22. Continued

23. Comparison between High & Low Context Culture
High Context Culture Low Context Culture
Indirect and implicit messages Direct, simple and clear messages
Polychromic Monochromic
High use of non-verbal communication Low use of non-verbal communication
Low reliance on written communication High reliance on written communication
Use intuition and feelings to make Rely on facts and evidence for
decisions decisions
Long-term relationships Short-term relationships
Relationships are more important than Schedules are more important than
schedules relationships
Strong distinction between in-group Flexible and open
and out-group

24. Md. Al Amin
ID No: 419

25. Definition of Silent Language
 The Silent Language is a translation not from one
language to another, but from a series of
complex, nonverbal, contexting communications
into words. The silent language is one of the
great paradoxes of culture It isn't just that people
"talk" to each other without the use of words, but
that there is an entire universe of behavior that is
unexplored, unexamined, and very much taken
for granted. It functions outside conscious
awareness and in juxtaposition to words.

26. Example
 People of the Western world, particularly
Americans, tend to think of time as something fixed
in nature, something around us and from which we
cannot escape/ an ever-present part of the
environment, just like the air we breathe. That it
might be experienced in any other way seems
unnatural and strange, a feeling which is rarely
modified even when we begin to discover how really
differently it is handled by some other people. Within
the West itself certain cultures rank time much lower
in over-all importance than we do. In Latin
America, time is treated rather cavalierly. In Mexico
one commonly hears the expression, "Our time or

27. Silent Language Example

28. Continued

29. Five Patterns Of Silent Language
Space
Agreement
Across Material
Culture
Silent
Language
Friendship Possessio
Pattern ns

30. Continued
 Space: Distance between two people conversing. In the Middle
East men maintain an intimate distance, often too close for
comfort for western people.
 Material Possessions: Always speak about volumes about
one’s station in life, particularly where social hierarchic are well
developed so that people learn what to look for. The emphasis on
well-known brands in Asian markets, for example, reflects a need
to clearly identify one’s position with signals other people readily
understand.
 Friendship Patterns: Friendship patterns are not only reflective
of your own cultural upbringing but also involve questions of trust
and responsibility.
 Agreement Across Culture: Agreement across culture are also
interpreted differently
 Perceptions of Time: Perceptions of time vary considerably

31. Chowdhury Omor Faruque
ID No: 377

32. Self Referencing
 As globalization of world  Self referencing is a process
rapidly changes, today’s by which we form judgments
global managers, whose about others.It involves
company operates in many judging others behavior
parts of world, face many against our past experiences
challenges in securing their and our own conception of
business interests in other self.
countries
.  It is common that after selling
 When a business decides to a product or service
enter the foreign market there successfully many firms
are a several factors that a assume that the product or
company should take into service will, without
consideration before deciding adaptation, also be successful
to expand their product or in foreign markets.
service into foreign market. Therefore, one of the primary
Among these factors are the barriers to global
cultural differences the marketing, particularly for

33. Illustrations Of SRC in Different Culture
 To demonstrate effects of  Monochronic cultures tend to
Self Reference Criterion we value precise scheduling and
can simply consider doing one thing at a time,
misunderstandings or
conflicts can happen
between people of different  whereas in polychromic
cultures as the meaning of cultures promptness valued
time, the attitudes towards less and multiple task can be
the other people can be done simultaneously.
perceived different in
different cultures  Space is perceived differently
across different cultures.
 According Perner, there are
different perspectives exist in  Symbol has different meaning
different cultures on several in different culture. For
issues such as: example, white is seen as
symbol purity in US, but it is
symbol of a death in China.

34. The Effects of SRC on Decision Making
 The ethnocentrism and Self Reference Criterion can influence an
assessment of appropriateness of a product’s domestically
designed marketing mix for a foreign market.
 However, the influence of both Self Reference Criterion and the
ethnocentrism can be controlled effectively simply by recognizing
their effects on our behaviors.
 It is crucial to have greater awareness of the need to be
sensitive to differences and to ask questions and identify cultural
values before doing business in another country.
 The case of Disneyland proved that how Self Reference
Criterion can make all efforts worthless if appropriate actions not
taken. When they have opened their business in France, they
faced a tremendous problem and lost billions of dollars. This was
big mistake made by Disneyland stemming from reliance on their
Self Reference Criterion in making decision.

35. How to Isolate SRC when Entering Into Global
Markets
Four Point Approach
A) Define the problem or goal in terms of home country traits, habits
and norms
B) Define the problem or goal in terms of foreign culture traits, habits
and norms
C) Isolate the Self Reference Criterion influence in the problem and
examine it carefully to see how it complicates pattern
D) Redefine the problem without the Self Reference Criterion influence
and solve for the foreign market situation
Concluding
 In summarizing, it is clear that adverse effects of Self Reference
Criterion can be prevented and turned into benefits by being aware of
cultural differences and recognizing the importance of those
differences.

36. Thank you
For Being with Us