Exercise – International Marketing and Culture

International Marketing and Culture

A Cultural Analysis of China

For this exercise you need to apply the Cultural Framework of Terpstra and Sarathy to the Peoples’ Republic of China (PRC). The 8 sub-headings are as follows:


Friesner, T and Hart, M.C. (2004) ‘A Cultural Analysis of eLearning for China’ Electronic Journal of eLearning, Vol 2, Issue 1.

This exercise is based upon an adaption of Friesner and Hart (2004). It is written from a Western European perpsective. Therefore if you live in the Greater China Region your local knowledge may be more detailed and realistic than that contained in this exercise. So please take into account that it is meant as an exercise for marketing learners, rather than as a source of decsion-making information on the country of China. It is simply a case study, and nothing more.

  • Language
  • Religion
  • Values and Attitudes
  • Aesthetics
  • Law and Politics
  • Technology and Material Cultures
  • Education
  • Social Organization


Place the following under the 8 headings of the Terpstra and Sarathy’s Cultural Framework:

  • 1. Communism, materialism and Post-materialism are the three competing value orientations.
  • 2. The National People’s Congress is the highest organ of state power in the PRC.
  • 3. The Chinese are keen gamblers and game players. Games tend to be rich in colour and appear very complicated to the Western eye, and this is reflected in the popularity of Internet gaming.
  • 4. It should be appreciated that learning is an active process and teaching materials should be variegated.
  • 5. Confucian philosophy has a role in shaping Chinese thinking and learning styles.
  • 6. Filtering is a problem for Western websites.
  • 7. The national and official language of the People’s Republic of China (PRC) is Mandarin Chinese (Putonghua) with 1.3 billion speakers.
  • 8. Taoism, Confucianism and Buddhism are the main religions.