Cross Cultural Variations in Consumer Behavior - Dr. Greer - Consumer Behavior

00:39:51
https://www.youtube.com/watch?v=KwF92fKFZ4M

Ringkasan

TLDRIn this video lecture, Dr. Greer discusses cross-cultural variations in consumer behavior, emphasizing the importance of understanding cultural influences on marketing strategies. The lecture defines culture in the context of consumer behavior and identifies core values that shape purchasing decisions, such as individualism versus collectivism. It illustrates how global brands like Oreo adapt their products and marketing tactics to cater to diverse cultural preferences, highlighting how regional differences affect taste, packaging, and promotional methods. Additionally, the session explores the significance of youth culture and demographics in shaping consumer trends and preferences. Finally, it underscores the challenges and considerations companies face when entering new markets, stressing the necessity for cultural sensitivity and market research to ensure successful brand integration.

Takeaways

  • 🌍 Understanding cross-cultural variations is crucial for effective marketing.
  • 🍪 Oreo's global success demonstrates the need for cultural adaptation.
  • 📈 Cultural values influence consumer decisions significantly.
  • 👦 Youth culture shapes trends and product preferences worldwide.
  • 💰 Purchasing power parity affects market entry strategies.
  • 📅 Time perception varies across cultures and impacts negotiations.
  • 👥 Relationships and social norms differ between individualistic and collectivist societies.
  • 💬 Nonverbal communication can lead to misunderstandings across cultures.
  • 🔤 Symbols can carry different meanings, affecting branding and marketing.
  • ⚖️ Companies must navigate local laws and cultural norms when entering new markets.

Garis waktu

  • 00:00:00 - 00:05:00

    The video introduces the concept of cross-cultural variations in consumer behavior, emphasizing the importance of understanding one's own purchasing experiences to analyze the habits of others. It outlines the significance of culture in external influences on consumer behavior. The plan includes defining culture, exploring core values, nonverbal communication across cultures, youth influences, and the role of global demographics in marketing.

  • 00:05:00 - 00:10:00

    The speaker discusses how marketing across different cultures can be challenging due to varying languages, demographics, and values. Examples include the perception and marketing of products differently in subcultures within the U.S. and how these differences become even more pronounced on a global scale, specifically between countries like the U.S. and Brazil.

  • 00:10:00 - 00:15:00

    The video highlights Oreo's global success as a cookie brand, explaining how they adapted their product for regional preferences—such as reduced sugar in China and milk chocolate in Venezuela. Packaging and marketing strategies are tailored to match local consumer habits, demonstrating the need for careful adaptation in global marketing efforts.

  • 00:15:00 - 00:20:00

    The concept of globalization is discussed, noting a shift from one-way influence (U.S. culture exporting products) to a more reciprocal interaction. The speaker identifies four types of global citizens in this context—global citizens, global dreamers, anti-globalists, and global agnostics—each with a different approach to cross-cultural interactions and products.

  • 00:20:00 - 00:25:00

    Culture is defined as a complex whole encompassing knowledge, beliefs, arts, morals, customs, and other social habits. The speaker emphasizes that cultural norms and sanctions shape consumption patterns and urges marketers to be sensitive to these factors when promoting products in different markets.

  • 00:25:00 - 00:30:00

    Variations in cultural values are examined, highlighting distinctions in individualism versus collectivism, attitudes towards youth and age, family structures, femininity versus masculinity, and competition versus cooperation. These variations educate marketers about consumer preferences tied to their cultural backgrounds.

  • 00:30:00 - 00:39:51

    The segment concludes with the discussion of youth culture and global demographics, noting that while there are diverse influences on youth behavior, certain brands like Apple and Disney hold universal appeal. Additionally, understanding purchasing power parity and market dynamics is crucial for effective marketing strategies in different cultures.

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Peta Pikiran

Video Tanya Jawab

  • What is cross-cultural variation in consumer behavior?

    Cross-cultural variation in consumer behavior refers to the differences in purchasing decisions and preferences influenced by cultural factors.

  • Why is culture important in marketing?

    Culture affects consumer values, preferences, and behavior, making it essential for marketers to understand cultural differences to effectively reach diverse audiences.

  • How does Oreo adapt to different markets?

    Oreo modifies its products, packaging, and marketing strategies based on local consumer preferences and cultural norms to succeed worldwide.

  • What are core values in the context of culture?

    Core values are shared beliefs and principles within a culture that guide behavior and consumer choices.

  • What is the role of youth culture in consumer behavior?

    Youth culture significantly influences trends and product demands globally, as young consumers often adopt similar preferences across various countries.

  • What factors should companies consider when entering a foreign market?

    Companies should assess local culture, purchasing power, values, legal structures, and marketing communication strategies to ensure successful market entry.

  • What is the difference between individualistic and collectivist cultures?

    Individualistic cultures emphasize personal achievement and independence, whereas collectivist cultures prioritize group harmony and interdependence.

  • How does globalization impact consumer behavior?

    Globalization fosters cross-cultural exchanges, influencing consumer preferences and creating a blended global culture, yet it also highlights unique local differences.

  • What is the significance of symbols in different cultures?

    Symbols such as colors, gestures, and numbers can have varied meanings across cultures, affecting branding and marketing strategies.

  • What is the importance of nonverbal communication in marketing?

    Nonverbal communication, including gestures and body language, can convey different meanings across cultures, affecting consumer perceptions and responses.

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Teks
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Gulir Otomatis:
  • 00:00:00
    hello and welcome back to consumer
  • 00:00:02
    behavior I'm so excited to start module
  • 00:00:05
    two with you and today what we're gonna
  • 00:00:06
    be talking about is cross-cultural
  • 00:00:08
    variations in consumer behavior now I
  • 00:00:10
    know you're probably saying dr. Greer
  • 00:00:12
    what is a cross-cultural variation and
  • 00:00:16
    what does it have to do with consumer
  • 00:00:17
    behavior don't worry we're gonna get
  • 00:00:18
    into it I'm gonna try and explain it all
  • 00:00:20
    to you I hope that last week as you went
  • 00:00:24
    through the the framework here the the
  • 00:00:27
    frame for this whole class you started
  • 00:00:29
    seeing how this applies to some of
  • 00:00:31
    things that you've actually bought and
  • 00:00:34
    purchased and seen in your life because
  • 00:00:35
    that's the whole point of this is we
  • 00:00:37
    want to start analyzing ourselves so we
  • 00:00:39
    can then understand others so today
  • 00:00:42
    we're going to be focusing a lot on the
  • 00:00:43
    external influences and we're actually
  • 00:00:45
    going to just start with culture as we
  • 00:00:48
    go through this course we're gonna start
  • 00:00:50
    with the like macro and we're gonna go
  • 00:00:52
    down to more micro in each one of these
  • 00:00:54
    and so today as we you know attempt to
  • 00:00:57
    look at culture we're gonna find out
  • 00:01:00
    some fascinating things I'm hoping let's
  • 00:01:02
    just jump into it we're gonna define
  • 00:01:04
    culture they were gonna just describe
  • 00:01:06
    some core values then we're gonna
  • 00:01:08
    understand what kind of nonverbal things
  • 00:01:10
    happen in between cultures and then
  • 00:01:12
    we'll talk about some just basic culture
  • 00:01:14
    when it comes to the youth of the world
  • 00:01:16
    and then what role does global
  • 00:01:19
    demographics play in marketing I think
  • 00:01:20
    that's a great question to figure out
  • 00:01:22
    I'm finally we're gonna talk about if we
  • 00:01:25
    want to take a US company and project it
  • 00:01:27
    into another country what are some
  • 00:01:29
    things that we need to think about while
  • 00:01:30
    we're doing that so that's what we'll be
  • 00:01:32
    talking about in this video she have a
  • 00:01:34
    great time I'm gonna just jump right
  • 00:01:36
    into it so marketing again
  • 00:01:38
    cross-cultural boundaries is a difficult
  • 00:01:41
    challenging task and this can be for
  • 00:01:43
    many reasons but as we look at entering
  • 00:01:47
    into a different market or just
  • 00:01:49
    communicating with other cultures
  • 00:01:51
    sometimes we can find that the the
  • 00:01:53
    marketing messaging is going to be
  • 00:01:55
    different because the language the
  • 00:01:56
    demographic the values the nonverbal
  • 00:01:58
    communications they all actively and one
  • 00:02:01
    of the ways I like to talk about this
  • 00:02:03
    and this is more of a subculture I would
  • 00:02:07
    say so I don't want you to
  • 00:02:08
    to take this as literal but this more
  • 00:02:10
    subculture not a massive culture but
  • 00:02:12
    even if we were to say we went to the
  • 00:02:14
    South we could see the difference
  • 00:02:17
    between how someone in Utah or someone
  • 00:02:20
    in Louisiana might perceive something or
  • 00:02:24
    take a look at that product or the way
  • 00:02:28
    we describe the product another good one
  • 00:02:30
    to do would be like California and Utah
  • 00:02:32
    you know like there's different values
  • 00:02:35
    that might be working between those two
  • 00:02:36
    groups of people and those are more of a
  • 00:02:39
    subculture in this in this context what
  • 00:02:42
    we're gonna be talking about it's more
  • 00:02:43
    like countrywide so like if I'm from the
  • 00:02:46
    US versus from Brazil there might be a
  • 00:02:49
    different way that we look or approach
  • 00:02:51
    some of the different concepts happening
  • 00:02:53
    here so let's go ahead and jump in
  • 00:02:54
    there's a quick little video that I want
  • 00:02:56
    to share with you and it's about Oreo
  • 00:03:00
    and how they have adapted globally to be
  • 00:03:03
    the number one cookie in the world so
  • 00:03:04
    let's just watch this it's three or four
  • 00:03:06
    minutes
  • 00:03:13
    at 95 years old crafts Oreo is the most
  • 00:03:16
    popular cookie in the world enjoyed in
  • 00:03:19
    more than 100 countries throughout North
  • 00:03:21
    and South America Asia Europe Africa the
  • 00:03:25
    Middle East and Australia the Oreo
  • 00:03:27
    cookie is a truly global product it is
  • 00:03:30
    sold in a consistent form with very few
  • 00:03:32
    exceptions in all regions of the world
  • 00:03:34
    the Oreo cookie is universally appealing
  • 00:03:37
    the unique flavour translates across
  • 00:03:39
    borders and the sandwich cookie with the
  • 00:03:42
    fun of a cookie and cream makes Oreo
  • 00:03:45
    real fun eating experience though the
  • 00:03:48
    Oreo cream is popular around the world
  • 00:03:50
    adjustments to product packaging and
  • 00:03:52
    promotion are sometimes necessary to
  • 00:03:54
    match consumer tastes and expectations
  • 00:03:57
    in each country in China for example we
  • 00:04:00
    have a lightly sweetened version of Oreo
  • 00:04:02
    which has 27% less sugar and that's
  • 00:04:05
    really a response to consumers desire
  • 00:04:06
    and taste preferences for a less sweet
  • 00:04:08
    product in the case of Venezuela milk
  • 00:04:11
    chocolate biscuits are more appealing to
  • 00:04:14
    consumers than the dark intense cocoa
  • 00:04:17
    that we're familiar with in the US and
  • 00:04:18
    in some other markets and so we have
  • 00:04:20
    introduced and successfully launched a
  • 00:04:22
    chocolate a milk chocolate
  • 00:04:24
    version of Oreo Packaging is a feature
  • 00:04:27
    that can change greatly from market to
  • 00:04:29
    markets in the u.s. the 18 ounce size of
  • 00:04:32
    Oreo is the predominant packaged form
  • 00:04:34
    and that's really because in the u.s.
  • 00:04:36
    many consumers are more accustomed to
  • 00:04:38
    shopping in large format stores they
  • 00:04:40
    have large pantries at home they tend to
  • 00:04:42
    show a more weekly versus daily in other
  • 00:04:45
    countries there's a variety of different
  • 00:04:48
    formats often smaller store formats
  • 00:04:50
    whether it's the kiosks in Brazil or the
  • 00:04:55
    self-service convenience stores in China
  • 00:04:57
    or even these street vendors in
  • 00:04:59
    Venezuela and so in those countries
  • 00:05:02
    larger packages don't
  • 00:05:03
    make as much sense the stores don't have
  • 00:05:05
    the space and consumers don't have the
  • 00:05:07
    pantry space in their homes the ways in
  • 00:05:11
    which Oreos are promoted are also
  • 00:05:12
    customized to meet each country's needs
  • 00:05:14
    in China France advertised on TV or seen
  • 00:05:18
    as more credible blamed of a higher
  • 00:05:19
    quality so craft focuses a large
  • 00:05:22
    percentage of their marketing on TV
  • 00:05:24
    advertising in China in a country like
  • 00:05:26
    Venezuela by contrast outdoor
  • 00:05:29
    advertising is more effective in
  • 00:05:30
    Venezuela we tend to use more outdoor
  • 00:05:33
    marketing because the consumers are on
  • 00:05:36
    the go and have busy lifestyles we tend
  • 00:05:38
    to find one of the best places to reach
  • 00:05:39
    them is during their drive time so we
  • 00:05:42
    have oftentimes painted the sides of
  • 00:05:45
    buildings or have enormous billboards
  • 00:05:47
    that are very simple high-impact visuals
  • 00:05:49
    of an Oreo dunking into a glass of milk
  • 00:05:51
    marketing a product globally allows for
  • 00:05:54
    a huge growth potential within a brand
  • 00:05:56
    and understanding cultural parameters is
  • 00:05:58
    the key to a successful campaign Oreo is
  • 00:06:01
    an intrinsically Universal product but
  • 00:06:04
    understanding and focusing on the
  • 00:06:06
    cultural differences and local
  • 00:06:08
    differences has really helped to make
  • 00:06:09
    Oreo the number one cookie in the world
  • 00:06:14
    all right so I didn't know Oreos were
  • 00:06:17
    that big of a deal is around the world
  • 00:06:19
    before I had seen that video but it is
  • 00:06:20
    interesting how they take us very like I
  • 00:06:25
    would just say plain product and have to
  • 00:06:27
    adapt it or market it differently in all
  • 00:06:29
    the different markets in order to to
  • 00:06:31
    reach the right demographic so when we
  • 00:06:33
    look at globalization one of the things
  • 00:06:36
    I think we just need eyes is that
  • 00:06:37
    there's a couple different ways to look
  • 00:06:38
    at it typically globalization from a
  • 00:06:41
    u.s. perspective has been like a one-way
  • 00:06:43
    influence it's that we have taken our
  • 00:06:46
    companies our products and we have
  • 00:06:49
    pushed them to other countries now that
  • 00:06:52
    has been wanted by some of the other
  • 00:06:53
    countries let's let's just be real for a
  • 00:06:56
    minute and some people have looked for
  • 00:06:58
    u.s. products and so that's great
  • 00:07:00
    but now we're seeing it more towards
  • 00:07:02
    like a shift towards of mutual influence
  • 00:07:04
    so I would say if you had asked me 10
  • 00:07:06
    years ago if I was interested in going
  • 00:07:08
    to see a soccer game I probably would
  • 00:07:11
    have been less interested but I've been
  • 00:07:12
    to plenty of LA Galaxy games
  • 00:07:14
    I moved here to Utah I've been to a lot
  • 00:07:16
    of Real Salt Lake games like I enjoy
  • 00:07:18
    soccer but soccer hasn't typically been
  • 00:07:20
    one of those things that America the
  • 00:07:23
    United States has rallied around whereas
  • 00:07:25
    now we see that even the NFL is starting
  • 00:07:28
    to go international that was once like
  • 00:07:30
    more of a us thing now the NFL's going
  • 00:07:32
    out there so we can see globalization
  • 00:07:34
    being affected in many different ways
  • 00:07:35
    and there's four basic types of citizens
  • 00:07:38
    the global citizens the people that just
  • 00:07:39
    try to you know work together the global
  • 00:07:41
    dreamers the ones that want everything
  • 00:07:43
    to be everywhere and and make sure they
  • 00:07:45
    have a unique perspective for each one
  • 00:07:46
    of them then you have to anti Global's
  • 00:07:48
    which are the people that are like no
  • 00:07:50
    I'm gonna keep my product here I'm gonna
  • 00:07:52
    only you know serve this community and
  • 00:07:56
    then we have the global agnostic switch
  • 00:07:57
    are people that really don't care
  • 00:07:59
    whether or not it goes global they they
  • 00:08:01
    just don't think about the rest of the
  • 00:08:02
    world so you know there's those four
  • 00:08:04
    basic types and so this leads us into
  • 00:08:06
    this whole question of culture and so I
  • 00:08:10
    want to talk about the concept of
  • 00:08:11
    culture here for a second I like the
  • 00:08:13
    book definition where it says the
  • 00:08:15
    culture is the complex whole that
  • 00:08:17
    includes knowledge belief art law morals
  • 00:08:23
    customs and any other capabilities and
  • 00:08:26
    habits acquired by humans as members of
  • 00:08:28
    society so there's a lot that goes in
  • 00:08:31
    there but that's the point of culture
  • 00:08:32
    there are so many different things
  • 00:08:34
    happening in culture and sometimes we
  • 00:08:36
    can be a little unattentive to the
  • 00:08:41
    cultural shifts that happen between
  • 00:08:43
    countries and between peoples and this
  • 00:08:45
    can cause an issue when we're trying to
  • 00:08:47
    do marketing so when we take those
  • 00:08:50
    cultural values and we stick them into
  • 00:08:52
    the norms and the sanctions which are
  • 00:08:55
    the penalties that we can't do we come
  • 00:08:56
    out with a consumption pattern now when
  • 00:08:58
    we talk about this there's lots of
  • 00:08:59
    different ways and we're gonna go over a
  • 00:09:01
    couple of them here that these things
  • 00:09:03
    happen but let's just say for instance
  • 00:09:04
    you were in class and I'm not claiming
  • 00:09:08
    any culture says this is okay but I'm
  • 00:09:10
    just gonna tell you a norm versus a
  • 00:09:12
    sanction let's see you're in class and
  • 00:09:15
    you feel a sneeze coming on and you go
  • 00:09:18
    and you sneeze to the left all over one
  • 00:09:21
    of your fellow classmates now do you
  • 00:09:23
    think they're gonna say bless
  • 00:09:24
    - I hope you're okay thank you very much
  • 00:09:26
    for that are they gonna punch in the
  • 00:09:28
    face yeah like that might not be
  • 00:09:29
    something that they want to have happen
  • 00:09:31
    so we just need to be aware of that and
  • 00:09:33
    realize that there is a norm that
  • 00:09:35
    there's an appropriate behavior you're
  • 00:09:37
    gonna you're gonna coffee or in a cover
  • 00:09:38
    your mouth if you're going to sneeze you
  • 00:09:40
    might do it into your into your vampire
  • 00:09:42
    sneeze kind of move
  • 00:09:44
    you're not gonna chew and like blow it
  • 00:09:47
    out to everybody in the classroom and
  • 00:09:49
    there might be a penalty for doing so
  • 00:09:52
    and so and this can shift over time so I
  • 00:09:56
    think that it's very important that we
  • 00:09:57
    realize that cultures aren't static they
  • 00:09:59
    evolve and change over time and so let's
  • 00:10:02
    talk about some of the variations and
  • 00:10:04
    cultural values and there's a bunch of
  • 00:10:05
    different values and I'm not saying this
  • 00:10:07
    is a comprehensive list but I think this
  • 00:10:08
    is a good starting place so we have
  • 00:10:10
    other oriented values which we're going
  • 00:10:12
    to talk about all three of these here in
  • 00:10:13
    depth we have environment oriented
  • 00:10:15
    values and then we have self oriented
  • 00:10:17
    values so let's just go to that first
  • 00:10:19
    one other oriented values the u.s. is a
  • 00:10:23
    very individualistic society that
  • 00:10:26
    meaning like we we like heroes we like
  • 00:10:28
    the rugged person that goes out in like
  • 00:10:31
    conquers nature whereas if we went to an
  • 00:10:34
    Asian country they're probably a little
  • 00:10:36
    bit more collective and they honor
  • 00:10:38
    nature they don't want to be in
  • 00:10:40
    competition with it they want to be more
  • 00:10:42
    like in harmony with it we think
  • 00:10:45
    differently about youth and age some
  • 00:10:47
    cultures Revere the youth some cultures
  • 00:10:51
    Revere the elderly because they have
  • 00:10:54
    wisdom in China talks about the book in
  • 00:10:57
    China that the younger demographic is
  • 00:10:59
    now starting to make a lot of the
  • 00:11:00
    decisions because the older generations
  • 00:11:03
    even though they have wisdom believe
  • 00:11:05
    that the younger generations know more
  • 00:11:07
    about what's happened currently so they
  • 00:11:08
    might they were gonna buy a computer
  • 00:11:10
    they'd let the younger person decide I
  • 00:11:11
    remember this is a long long time ago
  • 00:11:14
    but when we were buying our first
  • 00:11:16
    computer at our house my mom and dad
  • 00:11:18
    were spending like $2,000 when I was
  • 00:11:21
    probably 10 or 11 and they wanted me to
  • 00:11:25
    help them decide if it was a good
  • 00:11:27
    computer because they were trying to
  • 00:11:29
    foster that I mean
  • 00:11:30
    they wanted to make sure that I would
  • 00:11:31
    have access to technology well we went
  • 00:11:35
    down and I remember it was with floppy
  • 00:11:37
    disk
  • 00:11:37
    I just ran one video game on the
  • 00:11:39
    computer I'm like this is a good
  • 00:11:40
    computer we should get it and looking
  • 00:11:44
    back now I find that very funny but my
  • 00:11:46
    parents were doing that they actually
  • 00:11:47
    spent a lot of money for my family at
  • 00:11:50
    that point based on what I thought about
  • 00:11:53
    this product so it's pretty interesting
  • 00:11:55
    the other things that we can look at our
  • 00:11:58
    extended versus limited family do we do
  • 00:12:01
    we actually include our grandma or
  • 00:12:03
    grandpa like is our family a lot bigger
  • 00:12:06
    than our immediate family or is it very
  • 00:12:08
    limited it's just those people that are
  • 00:12:09
    in our home so speak can the society or
  • 00:12:12
    the culture of value masculinity or
  • 00:12:14
    femininity more I would say that the
  • 00:12:17
    u.s. lately has been shifting from a
  • 00:12:19
    masculine society to more of a neutral
  • 00:12:21
    society and in fact in some ways I think
  • 00:12:23
    you could say it's been going a little
  • 00:12:25
    feminine and now that might be different
  • 00:12:28
    in India let's just say where
  • 00:12:30
    masculinity is something that takes over
  • 00:12:33
    and femininity has a different place in
  • 00:12:36
    that role and so those are just we can
  • 00:12:40
    look at those cultural values and as
  • 00:12:41
    marketers when we're looking at we could
  • 00:12:43
    say okay how do I use this the
  • 00:12:45
    competitive versus cooperative do we
  • 00:12:48
    like like a winner versus do we like a
  • 00:12:51
    tea do we want to be working together so
  • 00:12:53
    in some cultures where it could be seen
  • 00:12:56
    as shaming the other people if you beat
  • 00:12:58
    them it might want to be more inclusive
  • 00:12:59
    whereas I think in the u.s. society for
  • 00:13:03
    a long time it's been like hey here's
  • 00:13:04
    our Olympic athlete who can beat anybody
  • 00:13:07
    you know that's kind of been a big thing
  • 00:13:09
    for us and then diversity versus
  • 00:13:11
    uniformity like is it better to be like
  • 00:13:14
    everybody else or is it better to be
  • 00:13:17
    different and and cultures can vary on
  • 00:13:20
    this so I would just say like in the
  • 00:13:22
    u.s. that's about example I'm not gonna
  • 00:13:25
    use that example but um yeah I would
  • 00:13:27
    just say that these are different pieces
  • 00:13:29
    that when we look at others like how do
  • 00:13:31
    we relate to someone else what is the
  • 00:13:34
    relationship that's going on and then
  • 00:13:35
    how do we use that to determine norms
  • 00:13:38
    and sanctions that's the big part like
  • 00:13:40
    what is acceptable what's
  • 00:13:41
    when we go to environment oriented
  • 00:13:44
    values then we talk about cleanliness
  • 00:13:46
    now you know I want to be respectful of
  • 00:13:50
    everybody around the world right now so
  • 00:13:51
    I'm not trying to insult anybody but in
  • 00:13:53
    certain countries they might use their
  • 00:13:55
    hands when use when using the restroom
  • 00:13:58
    and in the u.s. if you looked at you
  • 00:14:01
    know someone if he told someone I'm
  • 00:14:04
    using my hand to wipe my rear end that
  • 00:14:08
    might not be looked at very well people
  • 00:14:12
    might be like what is happening right
  • 00:14:13
    now maybe a bidet versus toilet paper
  • 00:14:16
    that's a different way of looking at
  • 00:14:17
    cleanliness so I think when we look at
  • 00:14:20
    this you know the overall environment
  • 00:14:23
    can mean something to us now when we
  • 00:14:26
    look at like a collective culture they
  • 00:14:29
    might purchase a vehicle like a Lexus to
  • 00:14:33
    be included in a group and it shows
  • 00:14:34
    status by being in the group but in the
  • 00:14:37
    u.s. we might buy a tricked-out Lexus to
  • 00:14:39
    be different than other people and then
  • 00:14:42
    also like tradition versus change like
  • 00:14:44
    are we able to with the norm have a
  • 00:14:49
    change are we able to you know do
  • 00:14:51
    something or are we supposed to stick to
  • 00:14:53
    a tradition and then risk-taking versus
  • 00:14:56
    security I think for a long time the US
  • 00:15:00
    has been very focused on the immediate
  • 00:15:01
    consumption and how it feels now we all
  • 00:15:06
    believe we should be saving but we don't
  • 00:15:08
    really want to put off that long-term
  • 00:15:09
    game or that long-term increase for a
  • 00:15:13
    short-term hit but a lot of people are
  • 00:15:15
    doing that and so in other countries
  • 00:15:17
    though it might be all about security
  • 00:15:19
    not about risk-taking problem solving
  • 00:15:22
    versus fatalistic like are we trying to
  • 00:15:23
    solve something or really oh this is
  • 00:15:25
    never anything done these are all part
  • 00:15:27
    of it and then going back to nature like
  • 00:15:28
    are we here to conquer nature
  • 00:15:30
    we're here to coexist with nature these
  • 00:15:31
    are all different things that we can
  • 00:15:33
    look at from a marketing perspective and
  • 00:15:35
    say okay where does this culture that
  • 00:15:38
    we're going into where do they line up
  • 00:15:40
    on these things because that can inform
  • 00:15:42
    us on how to have a good conversation to
  • 00:15:44
    them know how to satisfy needs of that
  • 00:15:46
    group
  • 00:15:47
    finally when we look at self-oriented
  • 00:15:49
    values you know are we talking about
  • 00:15:52
    active or passive like what are we doing
  • 00:15:54
    our people expect to be physically
  • 00:15:56
    active are they supposed to be like not
  • 00:15:57
    doing things not exercising very often
  • 00:16:00
    when we look at central gratification
  • 00:16:02
    versus abstinence when we when we see
  • 00:16:04
    like okay is this a sexualized society
  • 00:16:06
    or is it one that is you know we're not
  • 00:16:09
    supposed to be doing anything like that
  • 00:16:10
    a very interesting part of the book was
  • 00:16:12
    that Polaroid was a very big company or
  • 00:16:15
    is a very big company over in the Middle
  • 00:16:17
    East because they when men would take
  • 00:16:19
    pictures of their wives or their
  • 00:16:21
    daughters they didn't want another man
  • 00:16:23
    developing that so the mere fact that
  • 00:16:26
    they could take the picture and it could
  • 00:16:27
    be developed instantly it meant that
  • 00:16:29
    they had control over who saw their
  • 00:16:31
    their wives and their daughters I had
  • 00:16:34
    never even thought of that I was like oh
  • 00:16:35
    well it's just a picture so it's it's a
  • 00:16:38
    very interesting dynamic to look at when
  • 00:16:40
    we start saying okay how do we view
  • 00:16:43
    ourselves in there do we want to be
  • 00:16:45
    hard-working or more leisure I think in
  • 00:16:47
    the book it talks about Hong Kong has a
  • 00:16:48
    48 hour average work week France has a
  • 00:16:52
    36 hour work week which ones in the
  • 00:16:53
    middle you know like what where's the
  • 00:16:55
    right piece there and then that
  • 00:16:57
    postponing of gratification versus
  • 00:16:59
    immediate gratification and I've talked
  • 00:17:00
    about like which one says more about you
  • 00:17:03
    do you want to be flashy right now and
  • 00:17:05
    show people that you spending your money
  • 00:17:06
    do you want to save and hold true to
  • 00:17:08
    that and finally religious versus
  • 00:17:11
    secular I would say that the u.s. is
  • 00:17:13
    more of a secular society at this point
  • 00:17:15
    but there's a lot of religious people
  • 00:17:20
    the question would be like how religious
  • 00:17:22
    is this is the society at whole and how
  • 00:17:26
    much does that create a violation of
  • 00:17:28
    norms and and where does our marketing
  • 00:17:32
    play into that so on this next slide you
  • 00:17:36
    know when we look at just something like
  • 00:17:37
    second sensual gratification like if you
  • 00:17:40
    were to show this in France this is a
  • 00:17:42
    you know a billboard that was run with
  • 00:17:44
    France you know this probably would be
  • 00:17:46
    okay in the US but I think at this point
  • 00:17:49
    we're almost getting after me too into
  • 00:17:51
    this like sketchy world of should we be
  • 00:17:56
    doing this and I would say it's probably
  • 00:17:58
    not as
  • 00:18:00
    appropriate as when this book was first
  • 00:18:02
    written in the u.s. to to promote or
  • 00:18:07
    objectify men or women in in ads and so
  • 00:18:12
    that's just something that we're
  • 00:18:13
    starting to look at right now so let's
  • 00:18:15
    move on to cultural variations and
  • 00:18:17
    nonverbal communications now this is
  • 00:18:19
    fascinating and before we know into all
  • 00:18:21
    seven of these things I just want to say
  • 00:18:24
    I was watching a documentary just a few
  • 00:18:27
    weeks ago and it was talking about World
  • 00:18:30
    War two and the US had conquered Japan
  • 00:18:34
    and the the first u.s. soldiers were
  • 00:18:37
    coming in to get everything ready to
  • 00:18:40
    secure Japan and do a bunch of stuff so
  • 00:18:42
    as they pull it all these sailors jump
  • 00:18:44
    in and get off the ship they get into
  • 00:18:46
    jeeps and they drive into downtown Tokyo
  • 00:18:49
    or whatever they're getting ready to go
  • 00:18:51
    and one of the things that was happening
  • 00:18:52
    was the Japanese army had lined the
  • 00:18:56
    streets every you know quarter mile or
  • 00:18:58
    whatever with the soldier and as they
  • 00:19:02
    were coming into town or you know
  • 00:19:04
    driving into the where they were going
  • 00:19:06
    the soldiers were all facing away from
  • 00:19:09
    the the cars and so they were at the
  • 00:19:14
    road but they were more facing away from
  • 00:19:15
    the road and the US soldiers took this
  • 00:19:19
    as a very big slight they thought that
  • 00:19:21
    they were being very rude they thought
  • 00:19:23
    that they were disrespecting them and
  • 00:19:26
    they thought that it was like a last you
  • 00:19:28
    know middle finger to the US kind of
  • 00:19:30
    thing well if you pivot it and see it
  • 00:19:33
    from the Japanese viewpoint part of this
  • 00:19:35
    documentary Rousset is showing that the
  • 00:19:37
    Japanese felt that they weren't worthy
  • 00:19:38
    to look on there at their conquerors and
  • 00:19:41
    so they actually felt like it was paying
  • 00:19:43
    the ultimate respect to turn around and
  • 00:19:46
    not face them because they couldn't have
  • 00:19:48
    that shame fascinating to me to see that
  • 00:19:52
    two groups of people with nonverbal
  • 00:19:54
    communication gave off such different
  • 00:19:56
    messages that and neither one of them
  • 00:19:58
    understood it at the time so it actually
  • 00:20:00
    heightened some tensions that were
  • 00:20:01
    happening because the Japanese thought
  • 00:20:03
    they had show such deference in the u.s.
  • 00:20:05
    thought that they had
  • 00:20:06
    a lot of non difference I would say that
  • 00:20:09
    they were being petulant or something
  • 00:20:10
    like that
  • 00:20:11
    and and so yeah we can see that
  • 00:20:14
    nonverbal communications can can have
  • 00:20:17
    dramatic effects and dramatic
  • 00:20:18
    differences depending on where we are
  • 00:20:20
    and how you look about how we look at
  • 00:20:22
    things so let's talk about these I want
  • 00:20:23
    the first one I want to talk about is
  • 00:20:25
    time time means different things between
  • 00:20:28
    two you know between cultures in two
  • 00:20:30
    major ways it's first the perspective
  • 00:20:32
    and the interpretation like how long is
  • 00:20:34
    enough time and then like what are you
  • 00:20:36
    doing with my time and there's a great
  • 00:20:38
    example in the book that talks about an
  • 00:20:40
    American CEO that flew to Japan in order
  • 00:20:44
    to and I'm just realizing I don't mean
  • 00:20:46
    that to American Japanese conversations
  • 00:20:49
    here but that's fine well we'll go with
  • 00:20:51
    it it's not intentional
  • 00:20:52
    and so flew to Japan to sign a
  • 00:20:57
    partnership contract with the Japanese
  • 00:21:00
    company and he meets with the CEO now
  • 00:21:02
    the u.s. person's thinking this is a
  • 00:21:04
    sign of respect that they're coming in
  • 00:21:06
    to see this big deal done well the
  • 00:21:09
    Japanese CEO has the American CEO come
  • 00:21:12
    in and has the contract and sits down
  • 00:21:14
    and starts reading it and is going
  • 00:21:16
    through it page by page and asking
  • 00:21:18
    questions and just clarifying some stuff
  • 00:21:21
    and the American CEO thought oh he's
  • 00:21:23
    trying to renegotiate this deal and I
  • 00:21:26
    got a little upset whereas the Japanese
  • 00:21:28
    CEO literally was trying to show the
  • 00:21:31
    time respect of this is a big deal and I
  • 00:21:33
    want to pay tribute to you by giving in
  • 00:21:36
    my time honoring your document what's
  • 00:21:38
    kidding so these are these are things
  • 00:21:40
    that sometimes I think that when we get
  • 00:21:41
    into cultural variations we just need to
  • 00:21:44
    be aware that there are differences and
  • 00:21:46
    maybe it would behoove us as marketers
  • 00:21:48
    to investigate and see what is the norm
  • 00:21:51
    about time well we get when we go into
  • 00:21:54
    this market let's let's move on to space
  • 00:21:57
    overall use of meanings scientists
  • 00:22:00
    spacewalker vary widely among different
  • 00:22:02
    cultures so if I was to here it goes
  • 00:22:06
    again I'm so sorry I'm not trying to
  • 00:22:08
    make this Japan versus the US today but
  • 00:22:11
    but my son just didn't get back from
  • 00:22:13
    Tokyo so we've been talking a lot about
  • 00:22:14
    this at my house
  • 00:22:16
    if I was to go get into a train in Japan
  • 00:22:21
    and get right up next to somebody that's
  • 00:22:24
    perfectly fine in fact that's normal
  • 00:22:26
    if you were to get on two tracks or
  • 00:22:30
    something like that in Salt Lake and
  • 00:22:32
    someone got right up in front of you and
  • 00:22:34
    like was right here how would it make
  • 00:22:35
    you feel like you'd probably be like
  • 00:22:37
    whoa whoa whoa back off so we can see
  • 00:22:40
    that in the culture we have different
  • 00:22:42
    proximity issues I would say on what is
  • 00:22:46
    considered to be appropriate what's
  • 00:22:48
    considered not to be appropriate
  • 00:22:50
    I had a friend really dear friend of
  • 00:22:52
    mine he would always come up and get
  • 00:22:54
    really close when he talked to you
  • 00:22:55
    people were back off and I had to talk
  • 00:22:57
    to him several times that hey that's not
  • 00:22:59
    appropriate you need to give people a
  • 00:23:01
    little bit more space yeah you know you
  • 00:23:03
    can see people actually start recording
  • 00:23:04
    and I was trying to help him develop
  • 00:23:06
    himself in his career and I said one of
  • 00:23:08
    the things you need to do is really the
  • 00:23:10
    the the proximity with which you give
  • 00:23:12
    people can can really influence whether
  • 00:23:15
    or not they are enjoying being near you
  • 00:23:18
    kind of thing then we can move on to
  • 00:23:20
    symbols symbols you know colors animal
  • 00:23:24
    shapes numbers and music have fairy
  • 00:23:27
    means cross culture if you were to put
  • 00:23:30
    up a I think one of them that was in
  • 00:23:32
    book was Mont Blanc on the tip of their
  • 00:23:35
    pens they have a little white snow
  • 00:23:37
    capped mountain but in Arabic countries
  • 00:23:39
    they thought it was a like Ana Lodge to
  • 00:23:42
    the Israelis star so Mont Blanc had to
  • 00:23:44
    educate in letter we realized now this
  • 00:23:47
    is more of a symbol towards where we
  • 00:23:48
    make the pen not that we're an israeli
  • 00:23:51
    owned company you know these are just
  • 00:23:54
    different things in russia if there was
  • 00:23:57
    a thing I think ATT talked about they
  • 00:24:01
    did a thumbs up but it was the hand was
  • 00:24:04
    facing and whenever you show someone the
  • 00:24:06
    palm I guess it's a disrespectful thing
  • 00:24:07
    in Russia versus this so all they had do
  • 00:24:09
    is flip the thumbs up round it was like
  • 00:24:12
    okay that's fine
  • 00:24:13
    and then people weren't upset by it so
  • 00:24:15
    there's a lot of different symbols I
  • 00:24:17
    think that there are some really cool
  • 00:24:19
    examples in the book here in table 2 2-3
  • 00:24:22
    where the white is the symbol for
  • 00:24:25
    mourning or death in the Far East
  • 00:24:27
    means purity in the United States red is
  • 00:24:31
    unlucky or negative and Chad Nigeria
  • 00:24:33
    Germany but it's positive in Denmark
  • 00:24:35
    Romania and Argentina yellow flowers are
  • 00:24:39
    a sign of death in Mexico but infidelity
  • 00:24:42
    in France if the number seven is an
  • 00:24:46
    unlucky number in Ghana Kenya Singapore
  • 00:24:49
    but it's lucky Morocco India
  • 00:24:50
    Czechoslovakia Nicaragua in the United
  • 00:24:52
    States an owl
  • 00:24:55
    it means wisdom in the United States but
  • 00:24:57
    bad luck in India so there's these
  • 00:25:00
    different things that we can look at and
  • 00:25:02
    say wow those those symbols or numbers
  • 00:25:05
    or colors they can vary dramatically
  • 00:25:09
    between this in fact as I was going
  • 00:25:11
    through this chapter one of the things I
  • 00:25:13
    saw was that purple is associated with
  • 00:25:15
    death in many Latin American countries
  • 00:25:16
    and I work in doTERRA and I'm like okay
  • 00:25:18
    well our main corporate color is that
  • 00:25:19
    this is purple so maybe I need to go
  • 00:25:22
    talk to those international teams and
  • 00:25:24
    see what their if they've changed it I
  • 00:25:25
    don't know I'm gonna have to follow up
  • 00:25:27
    with them but I'll probably have a
  • 00:25:29
    meeting in this room with somebody next
  • 00:25:30
    week to see all right and we thought
  • 00:25:32
    about this is this something that might
  • 00:25:33
    be helping or hurting us down in that
  • 00:25:34
    country moving on going into
  • 00:25:38
    relationships so how quickly and easily
  • 00:25:40
    do cultures form relationships and make
  • 00:25:42
    friends it I always like to say like if
  • 00:25:45
    you were unfriended on Facebook is it a
  • 00:25:48
    slight or is it okay if someone stops
  • 00:25:51
    following you on Instagram is it okay
  • 00:25:53
    are you like okay why didn't you like my
  • 00:25:55
    picture you know like there's all these
  • 00:25:57
    different pieces so Americans tend to
  • 00:25:59
    like quickly form these relationships
  • 00:26:01
    the Chinese have this I think it's Quan
  • 00:26:03
    Chi is how you say that and there's a
  • 00:26:05
    lot of different pieces that go into
  • 00:26:07
    that you can read about that in the book
  • 00:26:08
    but it's very complex and it's
  • 00:26:10
    characterized now there's a fight to
  • 00:26:12
    push away from that in China and try to
  • 00:26:13
    make it a little more I would say
  • 00:26:14
    American eyes or Western and their
  • 00:26:16
    relationships but relationships have a
  • 00:26:19
    big deal I think sometimes when we think
  • 00:26:21
    about who's our best friend you know
  • 00:26:23
    what does that mean best friend and when
  • 00:26:25
    we say the same person to everybody of
  • 00:26:28
    course my best friend's my wife you know
  • 00:26:30
    you can't trick me up on that
  • 00:26:32
    but if you would ask me who's my best
  • 00:26:34
    friend that's not my wife okay then I
  • 00:26:36
    have several people that I really enjoy
  • 00:26:38
    being with and I'd say okay family or
  • 00:26:40
    non family
  • 00:26:41
    you know I want to maybe define what
  • 00:26:43
    you're asking with that relationship
  • 00:26:45
    because I have some brother-in-law's
  • 00:26:46
    that I just love or maybe if it's not
  • 00:26:48
    about family I'd go to some people I've
  • 00:26:50
    worked with you know those are those are
  • 00:26:52
    different pieces so I think it's just
  • 00:26:54
    always important that we think about
  • 00:26:56
    what is developing a relationship with
  • 00:26:59
    this person in this other culture and
  • 00:27:02
    then one's agreements you know is it is
  • 00:27:05
    a handshake better than a lawsuit in
  • 00:27:08
    some countries that's true some
  • 00:27:10
    countries they don't do it how do they
  • 00:27:11
    settle disagreements in the u.s. we're
  • 00:27:14
    pretty litigious society in other
  • 00:27:19
    countries it might be actually shameful
  • 00:27:22
    if you didn't live up to your agreement
  • 00:27:24
    so someone might really you know you
  • 00:27:26
    don't even have to invoke the courts but
  • 00:27:29
    yeah I mean we just need to look at what
  • 00:27:31
    does it mean to have an agreement with a
  • 00:27:33
    person and also things when we look at
  • 00:27:37
    things we're like okay what does it mean
  • 00:27:39
    if we were to if I was to give you a
  • 00:27:43
    ring is there a symbolic gesture of
  • 00:27:48
    giving someone a ring in the United
  • 00:27:50
    States if I was to give you a fruitcake
  • 00:27:55
    what's the symbolism behind that or if I
  • 00:27:58
    was just to give you a gift does that
  • 00:28:00
    mean something in the US it's different
  • 00:28:02
    than a different country so we need to
  • 00:28:04
    realize that what if we gave someone in
  • 00:28:07
    an insult gift or a really meaningful
  • 00:28:09
    gift like what if you thought you were
  • 00:28:12
    getting engaged if someone gave you a
  • 00:28:14
    ring you know there's different there's
  • 00:28:16
    different meanings based on the actual
  • 00:28:19
    item itself and I think that's a very
  • 00:28:23
    important thing to be thinking about or
  • 00:28:25
    looking at consumer behavior and how we
  • 00:28:27
    can influence that from our people
  • 00:28:29
    finally let's talk about etiquette so
  • 00:28:31
    what's a normal behavior this considered
  • 00:28:34
    proper or rude or obnoxious it might be
  • 00:28:39
    acceptable you know I would say Simon
  • 00:28:41
    Cowell is a great example of is he great
  • 00:28:44
    or is he horrible Gordon Ramsay you know
  • 00:28:46
    these UK judges so this
  • 00:28:48
    that come to the US people love them or
  • 00:28:50
    hate them and it's because their
  • 00:28:51
    etiquette they think they might be rude
  • 00:28:53
    or I'm not just but some people I
  • 00:28:54
    finally someone's talking directly like
  • 00:28:56
    if you know there's just a what's the
  • 00:28:59
    tone or pitch how fast could someone
  • 00:29:02
    talk it all depends on the culture and
  • 00:29:05
    so we might want to figure out what is
  • 00:29:07
    appropriate I had someone I'm mentoring
  • 00:29:10
    and at work the other day and I was
  • 00:29:13
    telling them you're talking too quietly
  • 00:29:15
    in meetings where we're having big
  • 00:29:17
    conversations you need to get louder and
  • 00:29:20
    I said it's not because you're trying to
  • 00:29:22
    dominate it's because you're trying to
  • 00:29:23
    come off as confident at work and so you
  • 00:29:27
    know that was an etiquette thing I'm
  • 00:29:29
    trying to educate them on that etiquette
  • 00:29:31
    in corporate America and now I know
  • 00:29:33
    people myself probably include I get way
  • 00:29:35
    too loud in meetings that I'm like you
  • 00:29:37
    know be way over the top but I'm just
  • 00:29:39
    passionate like that and I've tried to
  • 00:29:41
    work on bringing that back a little bit
  • 00:29:43
    because the etiquette might not be to be
  • 00:29:45
    that flamboyant I would say in a
  • 00:29:47
    corporate meeting so those are just
  • 00:29:49
    different ways to look at the different
  • 00:29:50
    etiquettes moving on to youth I think
  • 00:29:55
    that one of the the concepts is that the
  • 00:29:58
    youth movement is pretty big and diverse
  • 00:30:00
    around the world but homogenized at the
  • 00:30:03
    same time meaning like a lot of times
  • 00:30:05
    youth are looking to the same things to
  • 00:30:08
    push their style their culture what they
  • 00:30:11
    want to do I think just keep it on an
  • 00:30:14
    Apple topic the iPhone is like the
  • 00:30:19
    number one water like desired phone by
  • 00:30:22
    youth around the world in virtually
  • 00:30:24
    every country now I would say why
  • 00:30:26
    because they have good taste no I'm just
  • 00:30:28
    kidding why why is that what is it about
  • 00:30:31
    the iPhone that pushes people towards it
  • 00:30:33
    what is it about Disney I think Disney
  • 00:30:36
    has a pretty far-reaching influence on
  • 00:30:39
    global youth culture when they're you
  • 00:30:41
    know when they have all their shows
  • 00:30:43
    available at different countries and
  • 00:30:44
    they're trying to well they're not
  • 00:30:46
    trying but they are pushing a like this
  • 00:30:48
    is the way the world works so I think
  • 00:30:51
    that a lot of times what we need to do
  • 00:30:53
    is just realize that youth
  • 00:30:55
    have a large part to play in the
  • 00:30:57
    evolution of culture and and it depends
  • 00:31:01
    on how much access they have to all the
  • 00:31:03
    other youth which is which is pretty
  • 00:31:05
    universal demographics and so we look at
  • 00:31:10
    okay what is the difference between a
  • 00:31:13
    highly dense densely populated society
  • 00:31:16
    like New York or if we come to more
  • 00:31:20
    rural Pleasant Grove Utah let's just say
  • 00:31:22
    I think that if you've ever been to New
  • 00:31:26
    York it's mind-blowing it's amazing to
  • 00:31:30
    see how many people fit into such a
  • 00:31:32
    small area coming from California the
  • 00:31:35
    difference between San Diego and LA was
  • 00:31:37
    baffling it was just wow
  • 00:31:39
    I mean San Diego is pretty populated
  • 00:31:41
    there's more people in the County of San
  • 00:31:42
    Diego than the entire state of Utah and
  • 00:31:44
    so it's a pretty populated area but you
  • 00:31:46
    go to LA and San Diego feels quaint
  • 00:31:48
    that's though you know you get on an LA
  • 00:31:51
    freeway and you're like I did not
  • 00:31:52
    realize that there could be this much
  • 00:31:54
    traffic I often think I laugh when we go
  • 00:31:57
    through Lehigh and all the construction
  • 00:31:59
    going on right now because it feels like
  • 00:32:01
    the traffic is just horrible but it's
  • 00:32:02
    nothing compared to a daily occurrence
  • 00:32:04
    in California and they have massive
  • 00:32:07
    freeways it's just there's so many cars
  • 00:32:09
    and so much so that can just have a
  • 00:32:12
    different value placed on it with the
  • 00:32:14
    density that's happening they might in
  • 00:32:17
    in California I feel like coming from
  • 00:32:21
    California when a light would turn green
  • 00:32:22
    everybody would try to move at the same
  • 00:32:25
    time here in Utah it's very different to
  • 00:32:27
    me it's it's fascinating because light
  • 00:32:29
    goes green the first person goes then
  • 00:32:31
    the second person decides to go the
  • 00:32:32
    third person decides to go and the light
  • 00:32:34
    turns yellow by the fourth person the
  • 00:32:36
    fifth person drives through the red
  • 00:32:37
    light which would never happen I don't
  • 00:32:39
    think in California without them
  • 00:32:40
    accident and then the sixth person comes
  • 00:32:42
    up and stops and it's just like wow you
  • 00:32:43
    could have gotten twelve people through
  • 00:32:44
    if you all started moving at the same
  • 00:32:46
    time but it's just a weird you know like
  • 00:32:49
    collective versus individualistic look
  • 00:32:51
    on traffic and that's anecdotal from my
  • 00:32:53
    experience but it's been something I've
  • 00:32:55
    noticed a lot of so one of the things to
  • 00:32:58
    look at when going into different
  • 00:33:00
    demographics is the purchasing power
  • 00:33:03
    parity and this PvP so what this is
  • 00:33:07
    if you were to like combine a basket of
  • 00:33:09
    goods together and then look at how much
  • 00:33:13
    purchasing power different countries
  • 00:33:15
    have like over here if we were to look
  • 00:33:17
    at the per capita income now this is
  • 00:33:19
    based on the u.s. so the per capita
  • 00:33:20
    income is a hundred percent for the US
  • 00:33:22
    and then it varies after you go to
  • 00:33:24
    inflation rates or everything for the
  • 00:33:26
    other countries there's a lot of
  • 00:33:27
    explanation goes in here but we could
  • 00:33:29
    see that okay if the per capita income
  • 00:33:34
    was 41,000 u.s. and Brazil's was eight
  • 00:33:37
    thousand five hundred ninety six we
  • 00:33:38
    could buy five times as much stuff in
  • 00:33:41
    the US per capita per person then we
  • 00:33:43
    could in Brazil this is really important
  • 00:33:47
    because we need to maybe modify what
  • 00:33:51
    we're actually trying to sell and how
  • 00:33:53
    much we're trying to sell for and we
  • 00:33:56
    want to make sure that we can hit the
  • 00:33:58
    price points that we need to in order to
  • 00:34:01
    be successful so one of the big
  • 00:34:02
    questions is is there money in the
  • 00:34:06
    market you know is this something that
  • 00:34:07
    if we took to that pocket we can
  • 00:34:09
    actually make some money with and and
  • 00:34:12
    that's a good question to ask it doesn't
  • 00:34:14
    mean it's a negative thing it means that
  • 00:34:15
    you know we need to know that our
  • 00:34:17
    business as it expands is this an
  • 00:34:20
    appropriate place with our business
  • 00:34:22
    model to take this so a couple last
  • 00:34:26
    things here
  • 00:34:27
    you know considerations things to think
  • 00:34:29
    about when moving into a foreign market
  • 00:34:31
    the you know with respect to culture do
  • 00:34:35
    they want to be integrated with the US
  • 00:34:37
    culture or do they want to be separated
  • 00:34:39
    can what like what needs can this
  • 00:34:43
    product fill in this culture and it
  • 00:34:45
    might be different like in the Oreos
  • 00:34:47
    piece I think they said Argentina likes
  • 00:34:51
    milk chocolate over dark chocolate so
  • 00:34:53
    they had to you know alter the flavor of
  • 00:34:55
    the cookie that that was something
  • 00:34:58
    that's like very fascinating to me it's
  • 00:34:59
    like okay number three I always ask this
  • 00:35:02
    does the market have money again enough
  • 00:35:04
    people afford to actually take part of
  • 00:35:09
    this what values are relevant to the
  • 00:35:11
    purchase and use of the product you know
  • 00:35:14
    like is are we displaying something
  • 00:35:16
    that's gonna offend people
  • 00:35:17
    or do we
  • 00:35:18
    let them know that you know this is a
  • 00:35:20
    together piece a family piece what are
  • 00:35:22
    the distribution political legal
  • 00:35:24
    structures for the product are there
  • 00:35:25
    different legalities that we can't maybe
  • 00:35:28
    even assume or maybe there's a political
  • 00:35:31
    pressure that we don't know what's
  • 00:35:32
    happening I would say that a great
  • 00:35:35
    example that was Apple was struggling in
  • 00:35:37
    China over the last year and a lot of
  • 00:35:40
    people think it was because of the trade
  • 00:35:41
    war that was going on so a lot of people
  • 00:35:43
    were buying Huawei phones and China
  • 00:35:45
    trying to show support for China versus
  • 00:35:48
    Apple now we think fix that as the two
  • 00:35:50
    countries are starting to trade better
  • 00:35:51
    together again and Apple sales are going
  • 00:35:54
    up to China it's like okay that's a very
  • 00:35:55
    fascinating cultural piece there and how
  • 00:35:59
    are we talking about the product is it
  • 00:36:00
    on TV is that the billboard in Venezuela
  • 00:36:03
    with Oreos and then what are the ethical
  • 00:36:05
    implications of marketing this product
  • 00:36:06
    in the country like if we were to put a
  • 00:36:08
    scantily cloud the scantily clad female
  • 00:36:12
    eating a cheeseburger for Carl's jr.
  • 00:36:15
    stuff like that in Saudi Arabia would
  • 00:36:20
    that work or not work I don't think that
  • 00:36:22
    would work very well in fact I don't
  • 00:36:23
    think that worked very well in the US I
  • 00:36:25
    think that a lot of people stopped
  • 00:36:26
    eating at Carl's jr. because they were
  • 00:36:28
    so offended by those ads so those are
  • 00:36:30
    just kind of little pieces looking and I
  • 00:36:32
    think it's great to look at on page 67
  • 00:36:35
    in the book there's a consumer insight
  • 00:36:38
    2-1 and it talks about Unilever and
  • 00:36:41
    Unilever is a company that does laundry
  • 00:36:44
    supplies and so one of the interesting
  • 00:36:47
    stats was when this book was written at
  • 00:36:48
    least 7 million people every half an
  • 00:36:51
    hour wash their clothes around the world
  • 00:36:53
    using a Unilever product and 6 million
  • 00:36:57
    of those people 6 million of those
  • 00:36:59
    people do it by hand how's like what
  • 00:37:03
    who's washing their laundry by him and
  • 00:37:06
    they want to use a bar of soap for their
  • 00:37:08
    laundry not a powder and as I powder
  • 00:37:11
    like I don't even use powder anymore I'm
  • 00:37:14
    on liquid or on a tide pod you like
  • 00:37:16
    there's all these different things that
  • 00:37:17
    so we can look at and say okay my wife
  • 00:37:20
    would probably tell you that she doesn't
  • 00:37:21
    think clothes will get as clean unless
  • 00:37:24
    we use a liquid laundry detergent now is
  • 00:37:26
    that true I don't know you know I'm not
  • 00:37:28
    gonna sit here and tell you that
  • 00:37:29
    laundry detergent or bars of silver on
  • 00:37:31
    detergent are better but it does use a
  • 00:37:34
    lot of water and we have a
  • 00:37:36
    high-efficiency washer in our house and
  • 00:37:37
    even then it's like okay how many rent
  • 00:37:39
    cycles does have to go through what does
  • 00:37:41
    this mean for cleanliness of the
  • 00:37:43
    clothing there are a lot of different
  • 00:37:45
    pieces to ask about those kinds of
  • 00:37:47
    things and so we can look at that say
  • 00:37:48
    can you don't ever come to the u.s. if
  • 00:37:50
    they were to start advertising hey
  • 00:37:51
    here's bars of laundry soap that you can
  • 00:37:53
    hand wash your clothes with would that
  • 00:37:56
    work in the u.s. probably not I'd be
  • 00:37:58
    like you know where do I live right now
  • 00:38:01
    and it's because our culture has told us
  • 00:38:03
    that we have machines do that but back
  • 00:38:06
    in the 50s people did it by hand still
  • 00:38:08
    so like culture changes and norms alter
  • 00:38:14
    and that's just a big piece of what
  • 00:38:15
    we're talking about here well find a
  • 00:38:17
    little thing I thought that was a good
  • 00:38:18
    little example was this Dunkin Donuts
  • 00:38:21
    now if we just look at the symbolism on
  • 00:38:23
    here now Dunkin Donuts in the background
  • 00:38:25
    you can see is the same beautiful let me
  • 00:38:28
    just see if I can show you here yeah
  • 00:38:29
    here goes that it's the same logo we
  • 00:38:32
    have a stop smoking thing back here and
  • 00:38:34
    then we come down to the rabbit and when
  • 00:38:37
    we look at the rabbit there's a bunch of
  • 00:38:38
    little pieces here I want to just want
  • 00:38:39
    to point out first off it's a rabbit
  • 00:38:42
    and we're in China I think that means
  • 00:38:43
    lucky I'm gonna culturally ignorant on
  • 00:38:46
    this but notice that the hand gesture is
  • 00:38:48
    together like we're here together it
  • 00:38:51
    might be a sign of respect
  • 00:38:53
    notice that there's a little smiley face
  • 00:38:54
    down below and then there's a little
  • 00:38:57
    sparkles everywhere and there's gold on
  • 00:38:59
    this I think all those have symbolic
  • 00:39:01
    gestures towards what Dunkin Donuts is
  • 00:39:06
    trying to say to the Chinese market now
  • 00:39:07
    if this rabbit had droopy ears I think
  • 00:39:10
    it'd be different than raised ears these
  • 00:39:12
    are all little pieces that we have to
  • 00:39:13
    look at and we do as marketing
  • 00:39:16
    individuals as we're trying to affect
  • 00:39:18
    consumer behavior so there's a lot of
  • 00:39:22
    customized things happening here a lot
  • 00:39:24
    of standard things happening here if
  • 00:39:25
    they don't have very many donuts in that
  • 00:39:26
    window so I mean looks like they might
  • 00:39:29
    be doing well with what they're trying
  • 00:39:30
    to market here that's that's Chapter two
  • 00:39:33
    and I hope we've learned a little bit
  • 00:39:35
    about cross cultural variations you have
  • 00:39:37
    a couple things to do this week and I'm
  • 00:39:39
    really excited to get those
  • 00:39:41
    discussions with you so I hope you've
  • 00:39:43
    learned something and I will talk to you
  • 00:39:45
    next week
  • 00:39:46
    Thanks
Tags
  • Consumer Behavior
  • Cross-Cultural Variations
  • Marketing Strategies
  • Globalization
  • Cultural Values
  • Youth Culture
  • Nonverbal Communication
  • Market Research
  • Brand Adaptation
  • Cultural Sensitivity