DISCUSSION QUESTIONS
4-1. What are some of the elements that make up culture? How do these find expression in your
native culture?
This question can be especially interesting if there is multicultural representation among
your students. Ask students from other countries to prepare a list of cultural anomalies’
This question is designed to give students a chance to reflect upon and compare attitudes,
4-2. What is the difference between a low-context culture and a high-context culture? Name a
country that is an example of each type, and provide evidence for your answer.
In a low-context culture, most of the message weight in a communication is carried on by
the verbal component. A priority in such cultures is “getting it in writing,” and lawyers
4-3. How can Hofstede’s cultural typologies help Western marketers better understand Asian
culture?
Westerners seeking a better understanding of Asian culture can benefit from the findings
of the Chinese Value Survey. This survey revealed a dimension of Asian culture called
“Confucian Dynamism” that helps explain the growth in Asian economies. Specifically,
4-4. Briefly explain the social research of Everett Rogers regarding diffusion of innovations,
characteristics of innovations, and adopter categories. How does the adoption process in Asia
differ from the traditional Western model?
Rogers’ work helps marketers understand the social processes at work when a new
product is introduced into a culture or country. The adoption process consists of five
For example, starting in 1991, Russell M. Frederickson successfully launched a chain of
coffee outlets in Hong Kong. Frederickson notes that he started by offering a cup of
The shops feature posters explaining the various coffee drinks and indicating how they
innovations described by Rogers. (Source: Russell M. Frederickson, “How to Sell Coffee
in the Land of Tea,” Wall Street Journal (Jan. 23, 1995), p. A16.
CASES
Case 4-1: Is Tourism the Savior or the Scourge of Venice?
Overview: Cruise ships are not the only marketing-related issue that has ruffled some feathers in
Venice and resulted in public debate. Venice’s unique setting results in severe seasonal flooding;
in the winter, tide surges known as acqua alta (“high water”) cause severe structural damage to
buildings and make it hard for pedestrians to navigate the city’s narrow streets.
The conflicting priorities of commerce and conservation in Venice illustrate the ways that
differences in the social and cultural environments impact marketing opportunities and dynamics
around the globe.
Clearly, Venice’s cultural riches constitute a magnet for tourists. It remains to be seen, however,
whether the rising tide of tourism and other commercial ventures is sustainable.
Discussion Questions
4-5. What critical thinking issues are raised in this case?
The conflicting priorities of commerce and conservation in Venice illustrate the ways that
4.6. The case presents various points of view on the issue of tourism in Venice. Whose
perspective(s), if any, do you agree with?
4.7. Should companies that contribute to historic renovation projects be allowed to place
advertising on the buildings?
4.8. In June 2011, city officials in Venice approved a tax on tourists staying in the city. Do
you think this is a fair and effective way to generate revenue and limit the number of
tourists?
Answers will vary by student.
4.9. Do you think that Venice’s tourist officials should use marketing communications to
provide information that would direct visitors to areas of the city that are “less touristy”?
Case 4-2: Soccer in the USA: Football’s Final Frontier?
Overview: Soccer enjoys a reputation as “the world’s sport” and “the beautiful game.”
FIFA has done much to popularize the sport around the world.
Although the American team advanced to the semifinals in 2010 and again in 2014, the game
still enjoys greater popularity in other parts of the world.
FIFA launched a new global brand with a goal to build and maintain awareness and interest in
soccer in the years between World Cup matches. The United States is a key market for FIFA.
Marketers understand that the connection between soccer and the fashion world represents a
golden opportunity. Soccer stars achieve celebrity status, are household names in many parts of
the world, and enjoy seemingly universal appeal.
Discussion Questions
4-10. What will it take to build FIFA as a brand?
FIFA needs to form an alliance with the U.S. Soccer Federation as they govern
4.10. Can be transformed into a mainstream sport in the United States, on a par with baseball,
football, and basketball?
Student answers will vary depending upon their interest in/disinterest in soccer. One
4-11. Who do you think will be the “next Beckham”?