Marketing bán hàng - Chapter 6: Culture

Chapter 6Culture Chapter OutlineCulture and Its CharacteristicsInfluence of Culture on ConsumptionInfluence of Culture on Thinking ProcessesInfluence of Culture on Communication ProcessesChapter OutlineCultural UniversalsCultural Similarities: An IllusionCommunication Through Verbal LanguageCommunication Through Nonverbal LanguageSubcultureFunctions of Culture prescriptivefacilitating communication Characteristics of Culturesocially sharedlearnedsubjectiveenduringcumulativedynamicContext of Culture: Low-Context Culture Low-Context Culture- explicit messages- words conveying main part of information- words and meanings being independent of context- e.g., Germany, North America- compatible with "lecture" advertising strategyContext of Culture: High-Context CultureHigh-Context Culture- indirect communication- message not understood without context - environment changing meanings of words- e.g., Japan, France, Asia, Middle East- compatible with "drama" advertising strategy Communication through Verbal Language Language Acquisition- "Use It or Lose It" hypothesisTranslationThe World's Best Language- English- Chinese- Spanish- EsperantoMarketing and Languages Communication throughNonverbal LanguageLanguage of Time- linear-separable time- circular-traditional time- procedural-traditional timeLanguage of SpaceLanguage of AgreementLanguage of FriendshipCommunication throughNonverbal LanguageLanguage of NegotiationLanguage of ReligionLanguage of SuperstitionLanguage of ColorLanguage of Gifts