A study tool that outlines this chapter and the learning objectives it teaches.

Learning Objectives

After reading and studying this chapter, you should be able to answer the following questions:

1. How do culture and the various elements of culture affect consumer behaviors and marketing?
2. What are the main models of cross-cultural differences and how can they help managers when making international marketing decisions?
3. Why should a marketing team examine cultural imperatives, cultural electives, and cultural exclusives when entering a host country?

Chapter Outline

To refer back to the specific topics in your textbook, the page numbers are also displayed below.

Opening Vignette: Home Design, Furniture, and Culture: pg. 37 - 38

OVERVIEW: pg. 39

The Many Definitions of Culture: pg. 40 

Material Culture: pg. 40 - 41 

Subjective Culture: pg. 42

Origins of Culture: pg. 42 - 44

Culture and Values: Hofstede, GLOBE, and Schwartz: pg. 44 -45

Applying Cultural Values to Marketing Activities: pg. 45 - 48

Time Orientation: pg. 48 - 49

Three Cultures World: pg. 49 - 50

Global and Local Cultural Influences: pg. 50 - 52

Cultural Distance and Psychic Distance: pg. 52 - 53

Culture and Behaviours: pg. 53 - 56 

Culture and Purchasing Behaviour: pg. 57 - 59

Ethics, Social Responsibility, and Culture: pg. 59 - 60

Strategic Implications: pg. 60

Tactical Implications: pg. 60

Operational Implications: pg. 60

Terms: pg. 61

Review Questions: pg. 61

Discussion Questions: pg. 61 - 62

Analytical and Internet Exercises: pg. 62

Case 2. KitKat in Japan: Accidental Success in a Foreign Market: pg. 63 - 64