According to anthropologists there are five elements of culture. An international marketer should have enough knowledge about culture. This will help an international marketer to survive in the global competition. The elements of culture mentioned below-
1. Material culture: It is formed with the combination of technological condition and economical elements. It has two elements-
a. Technology: Technology refers to the techniques or methods of making products using those. The nature of culture is largely dependent on the development of technology. It is possible to get a clean idea about consumption pattern of a culture by observing the level of technology. There are three level of technology. Those are
i. High level technology. Ex - USA, Japan, China.
ii. Moderate level technology. Ex - India.
iii. Low level technology. Ex- Bangladesh, Nepal.
b. Economics: Economics is the manner in which people employ their capabilities resulting benefits. It includes factors of production, production of product, distribution exchange, income, creation of utility etc. Culture is created on the basis of pattern of economy. Culture is different in capitalistic economy and socialistic economy.
2. Social institution: It includes social organization education and political structure which create relation with one another, teach to live socially and teach acceptable behavior for next generation.
a. Social organization: Social organization includes the family social class system and business and non-business organization. Social organization affects the status and role of people of a society. Culture in which family ties is vast, promotional activities are more effective for all members than one in that culture. For example- Canada pictures English gives advertising only for wives. But in France advertising is given for both husband and wife. Because in France family ties is so much vigorous.
b. Education: Education includes the process of transmitting skill, ideas and attitudes as well as training in particular disciplines. New generation can know about custom, idea, beliefs, values, scientific and technological information through education. So it is an important element of culture.
c. Political structure: The political structure may stress single person rule government by a few or government through single or multiple party systems. Marketing activities should be furnished by considering political stability, which party is in power, how much powerful the opposition party etc.
3. Human and the universe: It includes religion and belief system.
a. Religion: Religion is the sensitive element of culture. Religion is the guiding force defining humankind’s relationship with supernatural forces and in determining a cultures values and attitudes. As for example people Saudi Arab do not eat the meat of swine and they do not wear shirt or pants.
b. Beliefs system: Belief system is different in different culture people. Man of many cultures is rationalist. Again man of many cultures is dependable on their luck. As for example People of Thailand believe that all wood of a new building should be collected from same forest otherwise it will not bring welfare.
4. Aesthetics: Aesthetics refers to the ideas in a culture concerning beauty and good taste as expressed in the arts-music, art, drama and dance and appreciation of color and form. It is a special considerable factor to a marketer. Some classical and popular music is enjoyed in many western countries. In fact the appeal of popular music is universal now. As for example PEPSI Company used Britney Spears for their advertising in many countries, Vodaphone uses Sakira WAKAWAKA song for their advertising.
5. Language: Language is an important part of culture and without language communication is impossible. For this reason language must be considered crucially in international marketing. An international marketer should have complete knowledge about language for efficient communication and must be capable to speak in that language. The same word may be used differently in different countries. As for example- TOMBO means hotel in Bolivia, Colombia but in Argentina & Uruguay it means dairy firm and in Chilly it means prostitute area.
6. Cultural values: Each and every culture has its own values. Cultural diversity that exists among countries is fundamental differences in cultural values. A wide variety of business and consumer behavior patterns are associated with three of four dimensions. Such as-
a. Individualism/collectivism index (IDV): This index mainly focus on self orientation or interest of individual or group people.
b. Power distance index (PDI): This index focus on authority orientation that means power of superior. Such as- tolerance of social inequality.
c. Uncertainty avoidance index (UAI): This index focus on risk orientation matters of the organization.
d. Masculinity/Femininity index (MAS): This is mainly focus on assertiveness and achievement oriented events of people.
7. Rituals: Rituals means ceremony, custom, tradition, formality, protocol etc. So any formal procedure or established practice used in religious or other ceremonies is called rituals. Rituals are any behavior repeated or performed according to defined guidelines. It differs across cultures. The urban and rural areas rituals are quite different. Such as- marriage ceremony, birthday party, funerals etc.
8. Beliefs: Various types of beliefs such as ghosts, fortune telling, blood types, phases of the moon etc. influence the culture.
