Chapter 4 - Chapter 4 Meaning of culture o Physical...

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Chapter 4 Meaning of culture o Physical component or physical culture: Clothing, Tools, Decorative art, Body adornment, Homes. o Subjective or abstract culture: Religion, Perceptions, Attitudes, Beliefs, Values. Elements of culture (Values, beliefs, attitudes, language, aesthetics, religion) o Attitude–learned tendency to respond in a consistent way to a given object or entity o Belief–an organized pattern of knowledge that an individual holds to be true about the world o Value–enduring belief or feeling that a specific mode of conduct is personally or socially preferable to another mode of conduct Cultural adaptation Aesthetics o The sense of what is beautiful and what is not beautiful Global consumer culture o Persons who share meaningful sets of consumption-related symbols. For example, Pub culture, coffee culture, fast-food culture, credit card culture o Culture is the collective programming of the mind that distinguishes the members of one category of people from those of another. High context cultures o High-context cultures (including much of the Middle East, Asia, Africa, and South America) are relational, collectivist, intuitive, and contemplative. This means that people in these cultures emphasize interpersonal relationships. Developing trust is an important first step to any business transaction. According to Hall, these cultures are collectivist, preferring group harmony and consensus to individual achievement. And people in these cultures are less governed by reason than by intuition or feelings. Words are not so important as context, which might include the speaker’s tone of voice, facial expression, gestures, posture—and even the person’s family history and status. Low context cultures
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This note was uploaded on 04/02/2012 for the course MKTG 4820 taught by Professor Susancarley during the Fall '09 term at Kennesaw.

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Chapter 4 - Chapter 4 Meaning of culture o Physical...

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