Chapter 4 
                                              Chapter 4 
                Global Cultural Environment and 
                 Global Cultural Environment and 
                                        Buying Behavior
                                        Buying Behavior
          Chapter 4                       Kotabe & Helsen's Global Marketing                              2
                                           Management, Third Edition, 2004
                                     Chapter Overview
                                      Chapter Overview
           1.  Defining Culture
            1.  Defining Culture
           2.  Elements of Culture
            2.  Elements of Culture
           3.  Cross-Cultural Comparisons
            3.  Cross-Cultural Comparisons
           4.  Adapting to Cultures
            4.  Adapting to Cultures
           5.  Cultures and the Marketing Mix
            5.  Cultures and the Marketing Mix
           6.  Organizational Cultures
            6.  Organizational Cultures
           7.  Global Account Management (GAM)
            7.  Global Account Management (GAM)
           8.  Global Customer Relationship  Management 
            8.  Global Customer Relationship  Management 
                  (CRM) 
                  (CRM) 
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                                           Management, Third Edition, 2004
                          Introduction
                           Introduction
       Buyer behavior and consumer needs are largely 
         Buyer behavior and consumer needs are largely 
         driven by cultural norms.
         driven by cultural norms.
       Global business means dealing with consumers, 
         Global business means dealing with consumers, 
         strategic partners, distributors, and competitors with 
         strategic partners, distributors, and competitors with 
         different cultural mindsets.
         different cultural mindsets.
       Within a given culture, consumption processes can 
         Within a given culture, consumption processes can 
         include four stages: access, buying behavior, 
         include four stages: access, buying behavior, 
         consumption characteristics, and disposal (see 
         consumption characteristics, and disposal (see 
         Exhibit 4-1).
         Exhibit 4-1).
       Each of these stages is heavily influenced by the 
         Each of these stages is heavily influenced by the 
         culture in which the consumer thrives.
         culture in which the consumer thrives.
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                          Management, Third Edition, 2004
                     1. Defining Culture
                     1. Defining Culture
       There are numerous definitions of culture. In this 
         There are numerous definitions of culture. In this 
         text, culture (in a business setting) is defined as 
         text, culture (in a business setting) is defined as 
         being a learned, shared, compelling, interrelated 
         being a learned, shared, compelling, interrelated 
         set of symbols whose meanings provide a set of 
         set of symbols whose meanings provide a set of 
         orientations for members of society.
         orientations for members of society.
       Cultures may be defined by national borders, 
         Cultures may be defined by national borders, 
         especially when countries are isolated by natural 
         especially when countries are isolated by natural 
         barriers.
         barriers.
       Cultures contain subcultures that have little in 
         Cultures contain subcultures that have little in 
         common with one another.
         common with one another.
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                         Management, Third Edition, 2004
                   2. Elements of Culture
                    2. Elements of Culture
       Culture consists of many interrelated components. 
         Culture consists of many interrelated components. 
         Knowledge of a culture requires a deep 
         Knowledge of a culture requires a deep 
         understanding of its different parts. Following are 
         understanding of its different parts. Following are 
         the elements of culture:
         the elements of culture:
          – Material life (technologies that are used to 
            Material life (technologies that are used to 
            produce, distribute, and consume goods and 
            produce, distribute, and consume goods and 
            services)
            services)
          – Language (language has two parts: the spoken and 
            Language (language has two parts: the spoken and 
            the silent language)
            the silent language)
          – Social Interaction (social interactions among 
            Social Interaction (social interactions among 
            people; nuclear family, extended family; 
            people; nuclear family, extended family; 
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                          Management, Third Edition, 2004