MARKETING

Marketing

Marketing

Question 1.

The Five Dimensions

Individualism/Collectivism: the point here is whether people see themselves at a very deep level as part of a group, or as a single, independent actor. Hofstede emphasizes that the groups are “natural” ones, such as family or clan, not just any group that one happens across. Also, it is important to realize that the dimension does not indicate that some people “like” to be in groups. It is a question of human self-identity. (Joshi Mohan 2005 pp.23-34)

Uncertainty Avoidance: (Note that the dimensions are not given in any particular order, they work together to describe a culture.) In some cultures, people prefer to have everything spelled out in detail so there will be few, if any surprises. In cultures where Uncertainty Avoidance is low, people have more relaxed expectations and are not anxious when some factors of a situation are unknown.

Power Distance: hierarchy is a feature of most human life, but in some cultures, the relative gap between high and low is wider, making for a society in which people respect the powerful, and there is lower expectation of movement between classes, castes, or levels. In cultures where Power Distance is low, people tend to expect that those in power will have earned it, rather than simply gaining power by virtue of position.

Aggressiveness: within this system, there is a gender gap, and women's values are said to be more similar across cultures. Women are said to value gentleness and consensus seeking, and in cultures with a low Aggressiveness dimension, men also share these values. However, other cultures have more distinctive values for men: competition, assertiveness and “looking out for Number One.” In such cultures, the values of women also move somewhat towards the Aggressiveness end of the spectrum, although not as much as men's do.

Long Term/Short Term Orientation: long-term planning, thrift, and industriousness are valued in cultures with Long Term orientation, whereas living for the day, celebration, and concerns like “saving face” are more important in those with Short Term orientation. The Long Term end of the continuum is associated with what are sometimes called Confucian values, although cultures not historically connected with this influence can also have a Long Term orientation.

Question 2.

Maslow has set up a hierarchy of five levels of basic needs. Beyond these needs, higher levels of needs exist. These include needs for understanding, esthetic appreciation and purely spiritual needs. In the levels of the five basic needs, the person does not feel the second need until the demands of the first have been satisfied, nor the third until the second has been satisfied, and so on. Maslow's basic needs are as follows: (Selden 1997 p. 23)

Physiological Needs

These are biological needs. They consist of needs for oxygen, food, water, and a relatively constant body temperature. They are the strongest needs because if a person were deprived of all needs, the physiological ones would come first in the person's search for satisfaction.

Safety Needs

When all physiological needs are satisfied and are no longer controlling ...