MKTG469 UOI Social & Cultural Factors for the Netherlands Research One page paper about the social and cultural factors for the Netherlands. This research

MKTG469 UOI Social & Cultural Factors for the Netherlands Research One page paper about the social and cultural factors for the Netherlands. This research will be used to determine a product to introduce to the Netherlands (not a concern for the tutor just something to keep in mind when doing the research).

The bullets in the list below should be viewed as examples of what you can include rather than a complete list.

Social and Cultural Factors for the Netherlands:

– What are cultural factors that may influence consumer preferences?
– What is the level if Internet-usage? Other media related behaviors?
– What is the typical social organization, e.g., number of children per family?
– Hofstede measures of cultural differences

I will also attach class notes regarding culture to better aid in writing the paper. Please review the notes to help you write.

Please include references you use. No plagiarizing whatsoever as this will be run through safe assign. MKTG 469, Fall 2019, Professor Mägi
The Cultural Environment
This Week
•
The Cultural and Social
Environment
•
MKTG 469, fall 19
Instructor: Dr. A. Mägi
What is Culture?
• “Culture is learned behavior: a way of life
for any group of people living together in a
single, related and interdependent
community.” – John Bodley
• “Culture is the collective programming of
the human mind that distinguishes the
members of one human group from those of
another. Culture in this sense is a system of
collectively held values.” — Geert Hofstede
•
What are the main components of
culture?
How and when do we need to
adapt our marketing strategies to
the culture in the target country?
How can we analyze a country’s
culture?
Elements of Culture
Immaterial culture
Material culture
Attitudes, values and
beliefs
Artifacts
Religion
Infrastructure
Language and
communication
Aesthetics
1
MKTG 469, Fall 2019, Professor Mägi
Why is Culture Relevant for
Marketing?
Lifestyles
Preferences
Consumer
Behavior
Interpretation of marketing
messages
Cultural Context
• Tip of the iceberg – visible expressions of
culture, such as traditions and art.
• Below the water line – ideas, thoughts and
values that may be sub-consciously held.
How do I interact with business
partners from other countries?
Culture: Shared Thoughts
• Shared standards of
what is acceptable
and unacceptable,
important, and not
important, etc.
The Iceberg Concept of
Culture
Shopping behavior
Professional
Behavior
Values
The Cultural Environment
Beliefs
• Organized pattern
of “knowledge”
Attitudes
• an evaluation (good
or bad) of a specific
object or an idea
Values and Behaviors
• What do you think are important values,
attitudes, and beliefs in American
culture (or the culture you grew up in)?
• How are these expressed in consumer
behaviors and preferences?
2
MKTG 469, Fall 2019, Professor Mägi
The Cultural Environment
Examples of Religious
Practices and Traditions
World Religions
• The world’s major religions are an important
source of beliefs, attitudes, and values.
• Global marketers may need to adapt to religious
practices and holidays.
• Mostly secular nations may still be influenced by
their religious history.
• Islam
•
•
•
Muslims required to fast from dawn to sunset
during month of Ramadan
Pork and alcohol not permitted. Products without
forbidden ingredients can be Halal certified.
Women dress modestly in public and typically
cover their hair.
• Hinduism
•
•
Degree of Religiosity
Beef not permitted
Many holidays including Diwali and Holi
Material Culture
World Av.
• How physical objects and space are designed
within a given culture.
France
Germany
Swed en
Re ligi ous
No t Rel igi ous
Co nvince d Athe ist
US
Pol and
Indi a
Ch ina
0
20
40
60
80
10 0
%
Source: Win-Gallup International
3
MKTG 469, Fall 2019, Professor Mägi
Culture and Aesthetics
• Culture affects what is considered beautiful
and how visual information is interpreted.
• Which marketing decisions need to be
adapted to differences in aesthetic
preferences?
Communication
Language
Non-verbal
communication
The Cultural Environment
Environmental Sensitivity
• The degree to which a product
needs to be adapted to specific
cultures.
• Which types of products would be
high vs. low in environmental
sensitivity?
Non-verbal Communications
• Information communicated in a social
exchange by cues such as body language,
facial expressions, gestures, elements of
voice, dress, etc.
4
MKTG 469, Fall 2019, Professor Mägi
Communication Style
High Context Cultures
Information resides in context
Non-verbal cues more
important, verbal messages
indirect
Time is not easily scheduled
Less emphasis on legal
paperwork
Focus on personal reputation
Low Context Cultures
Messages are explicit and
specific
Words carry most of the
information
A preference for scheduled
events and tasks
Reliance on legal paperwork
• The extent to which less powerful accept that power
is distributed unevenly
Individualism
• The extent to which a society evaluates persons or
individuals or members of groups
Achievement
• Achievement oriented vs. nurturing
oriented,(sometimes labeled masculine vs. feminine)
Uncertainty
Avoidance
The Hofstede Dimensions of
Culture
• Main idea: cultures can be described
and compared by measuring differences
in values held by people in a group.
• Original focus: differences in
organizational behavior.
Focus on non-personal
documentation of credibility
Hofstede’s Original
Dimensions of Culture
Power Distance
The Cultural Environment
• General worry about the future
Hofstede’s Added
Dimensions
Long-term vs. • How we relate to the past and the
future (persistance focus on future
short term
– normative focus on tradition and
orientation
the past)
Indulgence/
restraint
• The degree to which indulgence is
accepted in society
5
MKTG 469, Fall 2019, Professor Mägi
Hofstede Dimensions and
Marketing
• C2B marketing, potential questions:
•
•
•
What advertising messages will work best?
What kinds of products is there more/less demand
for?
How easily do consumers accept new products?
• B2B marketing, potential questions:
•
How do we interact with people in the buyer’s
organization?
Using the Hofstede Measures
• Measures are relative rather than
absolute, best used for comparing
countries.
• Important to look at pattern across all
dimensions.
• Keep in mind the measures are based
on country averages, sub-cultures and
individuals in a given country will differ.
The Cultural Environment
Cultural Analysis Using
Hofstede Approach
• Go to https://www.hofstedeinsights.com/country-comparison/
• Compare the Hofstede measures for the US
and your assigned country.
• Come up with at least one implication for B2B
marketing and one for B2C marketing.
• Describe one of your ideas on the board.
Culture in your Country
Analysis
• Describe basic cultural context such as
language, religion, history, holidays
• Describe your country in terms of the
Hofstede dimensions
• Any specific values/attitudes/ behaviors?
• Is this a low or high-context culture?
• Material culture, e.g., housing, access to and
use of technology
6
MKTG 469, Fall 2019, Professor Mägi
The Cultural Environment
Example Sources for
Cultural/ Social Analysis
• Consumer lifestyle country report for your
country in the Passport database (through the
UIC library)
• Trendwatching.com
• EU Database
• http://www.worldvaluessurvey.org/
7

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