1. What is culture?
1.1. determines what is/not acceptable
2. What kinds of cultural knowledge are available?
2.1. Technology
2.2. Factual
2.2.1. Major components
2.2.1.1. Education
2.2.1.2. Language
2.2.1.3. Politics
2.2.1.4. Religion
2.2.1.5. Social relationships
2.2.1.5.1. 2 types of cultures:
2.2.1.6. Values
2.2.1.6.1. anything that influences acceptable personal behavior
2.3. Cognitive
2.3.1. Behaviors:
2.3.1.1. Cultural exclusives
2.3.1.1.1. foreigners excluded
2.3.1.2. Cultural imperatives
2.3.1.2.1. behaviors to be observed
2.3.1.3. Cultural electives
2.3.1.3.1. observe but not required to respect
3. How does your culture impact decisions regarding other cultures?
3.1. Self-reference criterion (SRC)
3.1.1. imposing your cultural values or failing to have cultural empathy
3.1.2. 4 steps to minimize SRC:
3.1.2.1. ID factors - domestic market success
3.1.2.2. ID factors - marketing program success
3.1.2.3. Compare 2 lists of factors for differences
3.1.2.4. Look for significant differences
3.1.3. Cultural strategy - 3 approaches:
3.1.3.1. Culturally congruent
3.1.3.1.1. marketing program similar to local competitors
3.1.3.2. Culturally distinct
3.1.3.2.1. mostly congruent but has 1 or more culture related changes
3.1.3.3. Culturally disparate
3.1.3.3.1. ignoring cultural norms