Question

1. Select a country and discuss at least three elements of the cultural environment that differ from those in Canada

2. Explain how these cultural elements impact companies doing business in that culture and their marketing activities.

Answer 1

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Please find below answer to your question

A) Elements of the cultural environment that differ from those in Canada

Abstract

The major elements of culture are material culture, language, aesthetics, education, religion, attitudes and values and social organisation.

If look at the country like India - Indian culture, often labelled as an amalgamation of several cultures, has been influenced by a history that is several millennia old, beginning with the Indus Valley Civilization.

Many elements of Indian culture, such as Indian religions, mathematics, philosophy, cuisine, languages, dance, music and movies have had a profound impact across the Indosphere, Greater India and the world.

1) Material culture

Material culture refers to tools, artifacts and technology. Before marketing in a foreign culture it is important to assess the material culture like transportation, power, communications and so on. Input-output tables may be useful in assessing this. All aspects of marketing are affected by material culture like sources of power for products, media availability and distribution.

2) Language

Language reflects the nature and values of society. There may be many sub-cultural languages like dialects which may have to be accounted for. Some countries have two or three languages. In Zimbabwe there are three languages - English, Shona and Ndebele with numerous dialects.

In Nigeria, some linguistic groups have engaged in hostile activities. Language can cause communication problems - especially in the use of media or written material. It is best to learn the language or engage someone who understands it well.

3) Aesthetics

Aesthetics refer to the ideas in a culture concerning beauty and good taste as expressed in the arts -music, art, drama and dancing and the particular appreciation of colour and form. African music is different in form to Western music. Aesthetic differences affect design, colours, packaging, brand names and media messages. For example, unless explained, the brand name FAVCO would mean nothing to Western importers, in Zimbabwe most people would instantly recognise FAVCO as the brand of horticultural produce.

4) Education

Education refers to the transmission of skills, ideas and attitudes as well as training in particular disciplines. Education can transmit cultural ideas or be used for change, for example the local university can build up an economy's performance.

5) Religion

Religion provides the best insight into a society's behaviour and helps answer the question why people behave rather than how they behave.

B) cultural elements impact companies doing business in that culture and their marketing activities.

Abstract

Culture impacts how employees are best managed based on their values and priorities. It also impacts the functional areas of marketing, sales, and distribution. It can affect a company's analysis and decision on how best to enter a new market.

A thorough understanding of the underlying values and beliefs of the local culture, and how they can affect the workplace, is crucial to the success of your business. Having local help can really make a difference to the success of your venture.

1) Make the right first impression

Business dress traditionally consists of smart, comfortable clothing. A lightweight suit is acceptable, given the heat, and ties are not compulsory, except in more formal sectors such as banking or law. Women are advised to wear a trouser suit rather than a skirt.

A handshake is common across the country. Many Indians also use the namaste’, a local greeting that involves pressing your palms together with fingers pointing upwards. This movement is accompanied by a slight bow.

Indian people tend to prefer to use formal titles. Using terms like Dr. or Professor or otherwise Mr. or Mrs. in the workplace is the norm. ‘Ji’ is a gender-neutral term used as a suffix in many Indian languages - mainly Punjabi, but also Hindi and other dialects in northern India.

Therefore before doing any marketing initiative or business proposal you need to take a note of this etiquette.

2) Respect meeting etiquette

There is a particularly hierarchical relationship between managers and staff in India. Decisions are usually made at the highest level.

When entering a meeting, you should always greet the most senior person first. When exchanging business cards, you should receive the card with your right hand and put it away respectfully.

Small talk at the beginning of a business meeting is common. It could include questions about your family, and it is equally acceptable to ask about the family of business partners. This can be a good way of building trust.

Although punctuality is expected, do be prepared for meetings to start and finish late and for interruptions to occur. Remember that negotiations in India can be slow.

3) Build long-term relationships

Indian people tend to base business decisions on trust and their gut feeling. They place a great amount of value on cultivating relationships with the people they do business with.

Take the time to get to know your business contact. Make small talk and socialize where there is the opportunity to do so. Rushing straight to business can be perceived as rude.

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