Page 132 - GLOBAL STRATEGIC MARKETING

material gain and acquisition. The US market reflects wealth and
achievement, and is given social approval as the society builds in

motivation values. In Buddhist and Hindu society, where detachment
and absence of desire are ideals, people may not be so motivated to
produce or consume.

• Change: When a company enters a new market, it brings with it a
new way of doing things and a new product. How will the culture
react?

• Risk-taking: Consumers take risks when they try a new product. Will
it do what they expect it to do? This has to do with consumer
behaviour, and is not the same as attitude; international marketers

should understand this to develop an effective marketing programme.

• Social organisation: This refers to the way people relate to each
other. In the US, for example, the family is and is perceived as a small

unit; in Africa it is and is seen as being large and extended,
encompassing many people. Family size will reflect economic and

social roles, but these are different in different cultures. Another such
group is the social interest group – people who have the same political
or occupational interest. This could be useful in identifying a market

segment. For example, in the US the National Organisation for
Woman (NOW) represents a market segment for some companies.

Bradley (2002) states that culture is a complex system that includes

specific knowledge, beliefs, morals, law and customs shared by a society,
so culture is broadly based on the following three elements:

• Norms, which are hierarchical rules specifying behaviour and thinking
patterns according to varying situations

• Ideology, which involves beliefs, physical and empirical knowledge

• Material culture, which covers all buildings, tools, machinery and the
like.

However, McDonald and Burton (2002) state that values influence the

development of a moral code – how to behave – which affects the attitudes