Marketing, basic assumptions

3 basic/ assumptions

There is a limited number of commun human

Problem for which all people must of all see problems for all times sind some solution

While there is variability

Kluckhohn qnd strodtbeck's values orientation theory

The five basic types of problem to be solved by every society

On What aspect of time should we primarily focus- pasty, future ?

Time :

Past : We focus on the past ( the lime before now) , and on preserving and maintaining traditional teachings and beliefs

present : we focus on the present (what is now), and on acommodating changes in belief and traditions

Future : We focus on the future ( the time come) , planning ahead , and seeking new work replace the old

1. Humanity and natural environment

Mastery / we can and should exercise partial but not total control by living in a balance with the natural forces

Submissive : we cannot and should not exercise control over natural forces but,rather, are subject to the higher power of these forces

H

1. Relating to other people

Hierarchical(« lineal ») : emphasis on hierarchical principles and deferring to higher authoeity or authorities within the group

As aquals( « Collateral ») : emphasis on the individual or individual families within the group who make decisions independently from others.

5. Description of human nature

Evil/mutable : born evil,but can learn to be good. However danger of regression always present.

Evil/imutable

Mixture/mutable : has both good and bad traits, and the profil  

 High-and low -xontext cultures

High context

Information resides in context

Emphasis on background, basic values, societal status

Less emphasis on legal paperwork

Focus on personal reputation

Saudi Arabia, Japan

Low context

Messages are explicit and specific

Words carry all information

Reliance on legal paperwork

Focus on non-personal documentationof credibility

Switzerland, United States, Germany

Explicit Week context :

Individualism

equality, in formalism

short term, speed precisiondigital

tasks

written contract

the contract is an end

Implicit Strong context :

Community oriented

hirarchy, formality

long term , slow

Precision analogous

relations

Moral contract

the contract

a beginning

Key dimensions of Culture

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