MKTG1204 Chapter Notes - Chapter 16: Eye Contact
Document Summary
Definition of culture: complex concept that includes: Knowledge, beliefs, art, laws, morals, customs acquired by members of a society. Almost everything that influences an indv"s thought process: culture affects marketing & vice versa. Variables influencing cross-cultural marketing: language, demographics, values, non-verbal comm. Influences our preferences: acquired from experience & learning. 1: supplies the boundaries for behavior in modern societies, consumers are seldom aware of cultural influences. Culture & : cultures evolve & slowly over time, sometimes can be rapid. Other-orientated values: individualistic, competitive, romantic, masculine, youthful & parent-oriented. Env-orientated values: admired cleanliness, , performance, risk taking, conquest of nature. Self-orientated values: hard work valued, strong bias for action, may be lessening of self gratification (but very high personal debt, material orientation, humorous outlook. Etiquette: eye contact with business clients, touching a customer on arm / shoulder, business cards, contact between males.
