Escolar Documentos
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Cultura Documentos
conditions, events and influences that surround and affect it. It is broad and everchanging as it separate elements interact with one another. It is broadly divided into internal environment and external environment
INTERNAL ENVT.
It is related to those
EXTERNAL ENVT.
It is related to those
factors which are external to the business It is further divided into two parts: Micro envt.
Macro envt.
External envt.
MICRO
MACRO
ENVIRONMENT Political envt. Economic envt. Regulatory envt. Technological envt. SOCIO-CULTURAL ENVT. Demographic envt. Natural envt. Global envt.
SOCIO CULTURE
Meaning: Culture includes several behavioral factors shared by the members of a society and passed through generations.
the business, because it is the culture that determines the ethos of people
Organizational culture has functional and
disfunctional consequences.
essential. When the people from the different cultures converge in a work place, the problem of managing diversity comes in.
If the diversity is not managed it results in increasing
and services a business should produce. Business should realise the cultural differences and bring out the desired products accordingly.
Language
Religion
Religion:
Religion refers to the specific an institutionalized
Attitude:
Attitude is the positive or negative
evaluation which makes an individual in a particular way. Culture determines the attitude of the people towards the business.
Family:
Family plays an important role for the
development of a personality. The joint family system was extremely popular in ancient times, but has given way to the nuclear family in the modern times.
Marriage:
Traditionally marriage has 3 objectives:
performances of household sacrifices, progeny and the sexual pleasure. A single may spark off protest from women and approval from men.
and behaviors that are regarded as appropriate in the particular society. The business man should understand manners and customs of his or her country citizen.
For examples:
Indian culture does not prefer drinking
liquor. Many people do not touch it, because in our societys definitions of liquor is unattractive and not preferred, like many people steal things this is not preferred but still since they like it they do it. Hence what is always considered (preferable/ideal or proper) may not always match with our views of enjoyable.
processing plant found that it,s marketing efforts failed because italians thought of corn as pig food.
satisfy tastes of different countries because in every country people prefer a different tastes of coffee.
environment can lead to big problems in the survival of the business. Procter and gamble had to face problems due to culture differences. They ran into big losses, learnt a lesson and came out of them.
CULTURAL BLUNDER
CASE STUDY SOME YEARS BACK, JAPANESE TELEVISION AUDIENCES WATCHED AS A JAPANESE WOMANS HUSBAND WALKED INTO THE BATHROOM AS SHE WAS BATHING. WHILE SHE TOLD HIM ABOUT THE NEW BEAUTY SOAP SHE WAS USING, HE STROKED HER SHOULDER AND
HINTED THAT HE WAS INTERESTED IN MORE THAN HER SOAP . MANY JAPANESE VIEWERS , DID NOT LIKE IT , THEY FELT OFFENDED . THEY FELT THAT THE MAN WAS SHOWING BAD MANNERS TO ENTER IN HIS WIFES BATH . PROCTOR AND GAMBLES EFFORT TO SELL ITS CAMAY SOAP TO JAPANESE CONSUMERS WERE SET BACK BY THIS ADVERTISEMENT . P&GS STAFF FINALLY SOLVED THE BLUNDER AND ENTERED FOREIGN MARKETS SO WELL THAT THE COMPANY EXPECTED OVER HALF OF ITS
TOTAL INCOME FROM FOREIGN SALES IN THE 1990S . THEY LEARNT A LESSON FROM THE ABOVE MISTAKES . THEY LEARNT A LESSON THAT SUCCESFUL MARKETING NEEDS A PROPER KNOWLEDGE OF DIFFERENT CULTURAL ATTITUDES AND DIFFERENT CULTURAL PRACTICES
(SOURCE : W.C.FREDRICK , ET.AL. , BUSINESS AND SOCIETY)