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Cultural Marketing Variables Review

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RUNNING HEAD: Module I - Assignment I Review Two Definitions of Culture A Paper Presented to
The Faculty of the Department of Business Administration
In Partial Fulfillment of Course Requirements
B7312- Cultural Marketing Access – Module I - Assignment 1
Spring II, 2013
For The
Doctor of Business Administration Degree, D.B.A.
David F. Black, B.A., M.B.A., C.D.P.
Dr. Cliff Butler
Argosy University/Seattle
March 11, 2013 ©


This paper provides a summary review of B7312, Cultural Marketing Online Argosy Module I, a comparison of two different definitions of culture (Webster) (CARLA). An additional element of contrasting these two definitions is also provided. The overview provides discussion points for the classes of March 7th & 18th, 2013 or sooner as defined by Dr. Butler.

Perspectives This paper is submitted in partial fulfillment of the B7312 Course Module I Assignment 1 for the Cultural Marketing Online Course Class on March 7, 2013, B7312, Spring II, 2013, Dr. Cliff Butler, AU-Seattle.
Summary of Assignment This student is to write a talking-points paper for the selected definitions of culture as outlined in B7312 Cultural Marketing. After the two out of hundreds (Kluckholn) (CARLA) of cultural definitions are selected, this Doctoral candidate is to compare and contrast them. For this paper, the two selected definitions are from the Merriam-Webster Dictionary(Webster) and the University of Minnesota's Center for Research on Language Acquisition (CARLA). The review then concludes with a summary of perspectives discussed in Discussion Points.
Brief Discussion Point - Two Different Definitions of Culture The following cultural definitions have been selected for their perspective (Webster) and their concise sociological definition of culture. The first, i.e. Webster's dictionary definition of culture provides multiple perspectives of the meaning of the word culture. In one sense it can mean a "corporate body" of procedures and policies and profit and quality assurance objectives. For example, Apple has a corporate policy of innovation (New York Times) as demonstrated by the Iphone. For a different perspective, Webster defines culture as an embodiment of customs, dialects, and core values unique to that group or country of persons (Webster). The second, from the University of Minnesota's CARLA Center for Advanced Research on Cultures and Languages (CARLA) provides a more precise sociological definition of culture. Carla's definition (CARLA) is centered on the concept of a shared set of core values (Kluckhorn) similar to Kluckhorn's Value Core Theory for cultures (Kluckhorn). These set of core values distinguish them from other cultures. An example of this would be to compare the cultures of IBM and HP or the cultures of the Philippines and North Korea. Each has its own fundamental set of core values. While is each unique, these set of core values exist for all societies as a whole (Kluckhorn). With each group selecting a subset of the total that is unique to them.
Brief Discussion Point - Comparison of the Two Culture Definitions When we compare these two definitions, we see that both center their primary description for this word on the concept of a body of ideas, customs and attitudes practiced by a group of people or citizens of a country/s. The key word is body or group as opposed to individual values. Kluckholn (Kluckholn) has postulated and defined hundreds of cultural definitions. When we add the concepts of space and time and other values, we see Usunier's (Usunier) analysis group various cultures in homogeneous types for various core values although each distinguishable from the other.

Brief Discussion Point - Contrasting of the Two Culture Definitions The primary feature between these two definitions when we contrast them with each other is that of perspective. While Webster (Webster) provides perspectives on how the word culture can be used in the English language, CARLA provides a perspective that the meaning of the word culture has to do with a core set of values, customs, languages and singularity of shared behaviors for a group of people.
Final Perspectives and Conclusions For this researcher, the concept of cultural definitions is a very interesting subject and its relevance to International marketing is significant. Its principles also apply to those countries where there are multiple indigenous sub-cultures with their own unique customs, dialects and core values. An example of this, is the United States of America. Within its borders which extend to the far reaches of the Western Pacific, e.g., Guam and the Caroline Islands, there are many cultures, dialects and customs of nearly every race and culture on earth. Each have their own requirements for gaining cultural marketing access (Usunier & Lee).

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