Chapter 3 Lecture Notes
Popular in Introduction to Comparative Politics
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This 2 page Class Notes was uploaded by Elizabeth Gruber on Saturday February 6, 2016. The Class Notes belongs to PSC1001 at a university taught by a professor in Fall. Since its upload, it has received 35 views.
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Date Created: 02/06/16
Chapter 3 The Global Marketing Environment A Definition of Culture o Encompasses the entire heritage of a society, transmitted orally, via literature, or in any other form o Role and influence is evolving as economies become more interlinked o Cultural Influences on Marketing Function of marketing = earn profits from the satisfaction of human wants and needs To understand wants and needs – we need to understand culture o Isolating Cultural Influences Religion Determines attitudes to social structure and economic development Dictates what goods and services are purchased and by whom o Marketing and Western Religion Emphasized hard work, thrift, and a simple lifestyle Christmas Major event for most consumer goods in Christian countries o Ex. Christmas and St. Nicholas’ Day in the Netherlands Valentine’s Day Kosher diets o Marketing and Islam Religious requirement to fast during the month of Ramadan as a reminder to be generous to the poor Ads during this month encourage giving and sympathy for the poor Prohibition on interest No-interest financing incorporated into pricing policies and leasing options Halal requirements Certification that foods and other products such as cosmetics adhere to halal standards Prohibition on personally benefiting from one’s charitable acts Corporate philanthropic giving – good Corporate social responsibility projects (that also benefit the company) i.e. donations to a charity for each product sold – bad Expectation of modest behavior Both men and women in ads should be modestly clothed Some cultures expect men and women to be separated
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