Page 130 - GLOBAL STRATEGIC MARKETING

• Technology and material culture: Material culture includes tools
and artefacts used in a society, excluding the material found in nature.

A tree per se is not part of culture but a Christmas tree is, and so is
an orchard. Particular indigenous tree species may be part of a
culture. Technology refers to the techniques related to the way a

society organises its economic activities. The ‘technology gap’ refers
to differences between two societies in their ability to create and

design.

• Language: This is the most obvious difference between cultures, and
is a major element reflecting the nature and value of culture. For

example, the English language has a rich vocabulary for commercial
and industrial activities. It has been said that anyone planning a
career in international business should learn another language,

especially the language of the country he or she is going to be
involved with; but, as nobody knows where their career leads, it is

advisable to study English as the accepted language for intended
business.

• Aesthetics: This refers to the artistic side of a society such as music,
painting, dance and the appreciation of colour and form. Music is a
very obvious indicator of the differences between societies as it differs
widely between Europe and the Middle East, Africa and India. Colour

is a very serious issue in designing a product for overseas. It is
important to know what colours mean for the host-country culture. If

a firm is not sure, then the colours of the country’s flag are usually a
safe choice.

• Education: This transmits existing culture and traditions to a new
generation. It may also bring a culture change; educating people may
change their attitude to life and especially to aspects of their culture.
In North Africa, for example, there is a difference between people

educated in the UK or the US and those educated locally. Education
levels will have an impact on business activities, so training

employees in any programme for a production facility will have to take
their educational background into account. Besides that, international

marketing managers should pay attention to the methods of recruiting