The slides of our group's marketing presentation)) Love the PSP case> <.

1. Cultural Values’ Impact
on Marketing Activities
TUT 003 Group C
Maggie, Magnolia, Harrison,
Christina, Minnie, Nancy
1

2. Maggie
Outline
Basic Concepts
Framework
Implications
2

3. Maggie
Topic
Different cultures adopt different cultural values
impact on marketer’s marketing activities
e.g. advertising & sales promotion.
Cultural
Marketing
Values
3

4. Maggie
Promotion Mix
Market goals
Marketing Mix (4Ps)
Product Price Promotion Place
Promotion Mix
Sales Personal Public
Advertising
promotion Sales Relations
Source:(CIM, 2009)
4

5. Maggie
Advertising
 A paid form of communication
 Designing to persuade the receivers
5 Source: (Grewal & Levy, 2010)

6. Magnolia
The Macro-environment
Political / Legal
Technology Economic
Customers
Social
Culture
Demographics
Source:(Grewal & Levy, 2010)
6

7. Magnolia
Cultural Values
Culture
• Values, beliefs, understandings and ways of
doing things
• Shared by a group of people
Cultural Value
• Abstract opinions and attitudes
• Things to be good, right or desirable
Source: (Hill, 2009)
7

8. Magnolia
Framework of advertising process
Targeting Conveying Evaluating
Cultural Values
Group Consensus
8

9. Harrison
Step One: Targeting
Targeting
Identify target audience
Set advertising objectives
Source:(Grewal & Levy, 2010)
9

10. Step One: Targeting Harrison
Source:(CK One Website)
10

11. Step One: Targeting Harrison
Men’s Liberation Sensitive New Men
Movement
Social Acceptance of
Sexual Alternative Sexual Gay and Lesbian
Revolution Preference
Women’s Liberation
Modern Women
Movement
Source: (Wharton, 2001)
11

12. Step One: Targeting Harrison
Unisex Culture
Target Group
Objective: Stimulate Demand
12
Group Consensus

13. Christina
Step Two: Conveying
Conveying
CULTURE!
What message?
How to convey?
Which Media?
13 Group Consensus

14. Christina
Step Two: Conveying
Adidas Targeting Sports Players
China Olympic
Collectivistic Patriotic enthusiasm
Source: Simon Kwok & Mark Uncles (2005) Parker (2008)
14

15. Christina
Step Two: Conveying
Emotion
appeal:
Cheering
We are a Exciting
member of Resonate
Chinese
Team in Television
Olympic
Source: (News China, 2008)
15

16. Minnie
Step Three: Evaluating
Evaluating
Group Consensus
16

17. Minnie
Step Three: Evaluating
17
Source: (Advertising Age,2010)

18. Minnie
Step Three: Evaluating
Generic Approach:
Compare results with objectives
Conduct survey
Measure effectiveness
Group Consensus
18

19. Minnie
Step Three: Evaluating
Ineffective! WHY?
Influential
Cultural Values!
factors?
19
Source: (Grewal & Levy ,2010)

20. Minnie
Step Three: Evaluating
Sony PSP’s marketing debacle in Italy
--upset European Catholics
Background:
Jesus in the Bible
20
Source: (Getreligion,2010)

21. Nancy
Revision
Targeting Conveying Evaluating
Cultural
Values
Group Consensus
21

22. Nancy
Implications for MNCs
"Culture is like dropping an Alka-seltzer into a glass - you
don't see it, but somehow it does something."
-------Hans Magnus Enzensberger.
Ill-informed
Source : (Cindy, 2008)
22

23. Nancy
Implications for MNCs
Target
Reactivity Flexibility
Awareness Readiness
Source : (Cindy, 2008)
23

24. Nancy
Implications for MNCs
Mind the culture,
be a world’s local marketer!!!
Group Consensus
24

25. References
• Dpulliam. (2010). Offensive religious marketing. (accessed March 5, 2010)
[ available at: http://www.getreligion.org]
• Joe Kita(2010), “Global Poll: A Look at Weight Around the World From Reader's Dig
est February 2010 Ads of the World,” (accessed March 8,2010) [available at: http:/
/adsoftheworld.com]
• Simon Kwok & Mark Uncles (2005), “Sales Promotion Effectiveness: The Impact of
Culture at an Ethnic
Group Level”, Journal of Product & Brand, Vol: 14, No.3, pp: 170-186.
• Emily Parker(2008), “Chinese Patriotic Enthusiasm in Olympic Games,” The Wall St
reet Journal,4(October)
• News China(2008), “Adidas Rank First in China Sport Market during Olympic Games
,” (accessed March 8,2010) [available at http://v.vodone.com/vodplayer/content/
213990.shtml]
• Adidas advertisement (2008), Adtopic net, (accessed March 8,2010) [available at::
http://www.adtopic.net/Viewad.asp?ID=8943]
• Cindy (2008). “5 Success Keys For Small Businesses Developing Into International
Markets “(assessed March 8, 2010) *available at:
http://getinternationalclients.com]
25

26. Thank you!
26