Influence of Culture in Marketing
I. Culture
I.1 How to define culture?
Culture is a system of shared beliefs, values, customs, behaviors and artifacts that the members of society use to interact with their world and with one another. It is a combination of thoughts, feelings, attitudes, beliefs, values, and behavior pattern that are shared by racial, religious, ethnic or social group of people.
Anthropologist James Spradley believes culture to be :”the acquired knowledge people use to interpret experience and generate behavior”.
Culture can relate to a country (national culture), a part of a community (sub-culture) or an organization (corporate culture). It is widely known that a person is not born with a culture, and that culture is learned throughout a person’s life. Culture includes all that a person has learned regarding values and norms , customs and traditions, beliefs and religion, rituals and artefacts (tangible symbols representing culture such as Tokyo Tower or The Eiffel Tower).
Usually people make assumptions about a person’s beliefs or behavior based on a single cultural indicator, especially race or ethnicity, when in reality, a person’s cultural identity is a complex interlace of all the cultural groups he/she belongs to, groups that influence his/her values, beliefs, and behaviors.
Often culture is thought of as the food, the music, clothing and holidays a groups of people share, but it is much larger actually than just the visible traditions.
I.2 Material and Imaterial culture
Material culture refers to the actual cultural objects that are made by man whereas imaterial culture refers to cultural ideas, myths, stories, cultural attitudes and behaviors. „A difference in the speed of development of material culture might lead to a cultural lag where two parts of culture no longer correspond.” Material culture has two important components: technology and economy. Technology includes the techniques used in order to create material goods. The technological level varies and
I.1 How to define culture?
Culture is a system of shared beliefs, values, customs, behaviors and artifacts that the members of society use to interact with their world and with one another. It is a combination of thoughts, feelings, attitudes, beliefs, values, and behavior pattern that are shared by racial, religious, ethnic or social group of people.
Anthropologist James Spradley believes culture to be :”the acquired knowledge people use to interpret experience and generate behavior”.
Culture can relate to a country (national culture), a part of a community (sub-culture) or an organization (corporate culture). It is widely known that a person is not born with a culture, and that culture is learned throughout a person’s life. Culture includes all that a person has learned regarding values and norms , customs and traditions, beliefs and religion, rituals and artefacts (tangible symbols representing culture such as Tokyo Tower or The Eiffel Tower).
Usually people make assumptions about a person’s beliefs or behavior based on a single cultural indicator, especially race or ethnicity, when in reality, a person’s cultural identity is a complex interlace of all the cultural groups he/she belongs to, groups that influence his/her values, beliefs, and behaviors.
Often culture is thought of as the food, the music, clothing and holidays a groups of people share, but it is much larger actually than just the visible traditions.
I.2 Material and Imaterial culture
Material culture refers to the actual cultural objects that are made by man whereas imaterial culture refers to cultural ideas, myths, stories, cultural attitudes and behaviors. „A difference in the speed of development of material culture might lead to a cultural lag where two parts of culture no longer correspond.” Material culture has two important components: technology and economy. Technology includes the techniques used in order to create material goods. The technological level varies and