国际营销英文课件Chap004课件.pptx

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1、 I n t e r n a t i o n a l M a r k e t i n g I n t e r n a t i o n a l M a r k e t i n gCultural Dynamics in Assessing Global MarketsChapter 41 4 t h E d i t i o nP h i l i p R.C a t e o r aM a r y C.G i l l yJ o h n L.G r a h a mMcGraw-Hill/IrwinInternational Marketing 14/eCopyright 2009 by The McG

2、raw-Hill Companies,Inc.All rights reserved.What Should You Learn?The importance of culture to an international marketerThe origins and elements of cultureThe impact of cultural borrowingThe strategy of planned change and its consequences4-2Global Perspective Equities and eBay Culture Gets in the Way

3、Culture deals with a groups design for livingThe successful marketer clearly must be a student of cultureMarkets are the result of the three-way interaction of a marketersEconomic conditionsEffortsAll other elements of cultureThe use of something new is the beginning of cultural changeThe marketer b

4、ecomes a change agent4-3Cultures Pervasive ImpactCulture affects every part of our lives,every day,from birth to death,and everything in betweenJapan the year of the Fire HorseAs countries move from agricultural to industrial to services economies birthrates declineConsequences of consumptionTobacco

5、Culture not only affects consumption,it also affects productionStomach cancer in Japan4-4Birthrates(per 1000 women)Exhibit 4.14-5Patterns of Consumption(annual per capita)Exhibit 4.24-6Consequences of ConsumptionExhibit 4.34-7Human Universals Myth of DiversityUse metaphorsHave a system of status and

6、 rolesAre ethnocentricCreate artConceive of success and failureCreate groups antagonistic to outsidersImitate outside influencesResist outside influences Consider aspects of sexuality privateExpress emotions with faceReciprocateUse mood altering drugsOverestimate objectivity of thoughtFear of snakes

7、 Recognize economic obligations in exchanges of goods and servicesTrade and transport of goods 4-8Definitions and Origins of CultureTraditional definition of culture Culture is the sum of the values,rituals,symbols,beliefs,and thought processes that are learned,shared by a group of people,and transm

8、itted from generation to generationHumans make adaptations to changing environments through innovationIndividuals learn culture from social institutionsSocialization(growing up)Acculturation(adjusting to a new culture)Application(decisions about consumption and production)4-9Origins,Elements,and Con

9、sequences of CultureExhibit 4.44-10GeographyExercises a profound controlIncludes climate,topography,flora,fauna,and microbiologyInfluenced history,technology,economics,social institutions and way of thinkingThe ideas of Jared Diamond and Philip ParkerJared DiamondHistorically innovations spread fast

10、er east to west than north to southPhilip ParkerReports strong correlations between latitude(climate)and per capita GDPEmpirical data supports climates apparent influence on workers wagesExplain social phenomena using principles of physiology4-11We All Love Flowers Why?GeographyHistoryTechnology and

11、 economicsSocial institutionsCultural valuesAesthetics as symbols4-12History,the Political Economy,and TechnologyHistoryImpact of specific events can be seen reflected in technology,social institutions,cultural values,and even consumer behavior Tobacco was the original source of the Virginia colonys

12、 economic survival in the 1600s Political EconomyThree approaches to governance competed for world dominanceFascismCommunismDemocracy/free enterpriseTechnologyJet aircraft,air conditioning,televisions,computers,Internet,etc.None more important than the birth control pill4-13Social InstitutionsFamily

13、ReligionSchool The mediaGovernmentCorporations4-14Social InstitutionsFamilyNepotism Role of extended familyFavoritism of boys in some culturesReligionFirst institution infants are exposed to outside the homeImpact of values systemsMisunderstanding of beliefsSchoolAffects all aspects of the culture,f

14、rom economic development to consumer behaviorNo country has been successful economically with less than 50%literacy4-15Social InstitutionsThe mediaMedia time has replaced family timeTVInternetGovernmentInfluences the thinking and behaviors of adult citizensPropagandaPassage,promulgation,promotion,an

15、d enforce of lawsCorporationsMost innovations are introduced to societies by companiesSpread through mediaChange agents4-16Elements of CultureCultural valuesIndividualism/Collectivism IndexPower Distance IndexUncertainty Avoidance IndexCultural Values and Consumer Behavior4-17Hofstedes Indexes Langu

16、age,and Linguistic DistanceExhibit 4.54-18Elements of CultureRitualsMarriageFuneralsSymbolsLanguageLinguistic distanceAesthetics as symbolsInsensitivity to aesthetic values can offend,create a negative impression,and,in general,render marketing efforts ineffective or even damagingBeliefsTo make ligh

17、t of superstitions in other cultures can be an expensive mistakeThought processesDifference in perceptionFocus vs.big-picture4-19Metaphorical Journeys through 23 NationsExhibit 4.64-20Cultural KnowledgeFactual knowledge Has meaning as a straightforward fact about a culture Assumes additional signifi

18、cance when interpreted within the context of the cultureNeeds to be learnedInterpretive knowledgeRequires a degree of insight that may best be described as a feelingMost dependent of past experience for interpretationMost frequently prone to misinterpretationRequires consultation and cooperation wit

19、h bilingual natives with marketing backgrounds4-21Cultural Sensitivity and ToleranceBeing attuned to the nuances of culture so that a new culture can be viewed objectively,evaluated and appreciatedCultures are not right or wrong,better or worse,they are simply differentThe more exotic the situation,

20、the more sensitive,tolerant,and flexible one needs to be4-22Cultural ChangeDynamic in nature it is a living processParadoxical because culture is conservative and resists changeChanges caused by war or natural disastersSociety seeking ways to solve problems created by changes in environmentCulture i

21、s the means used in adjusting to the environmental and historical components of human existence4-23Cultural BorrowingEffort to learn from others cultural ways in the quest for better solutions to a societys particular problemsImitating diversity of other makes cultures uniqueContact can make culture

22、s grow closer or further apartHabits,foods,and customs are adapted to fit each societys needs4-24Similarities An IllusionA common language does not guarantee a similar interpretation of word or phrasesMay cause lack of understanding because of apparent and assumed similaritiesJust because something

23、sells in one country doesnt mean it will sell in anotherCultural differences among member of European Union a product of centuries of history4-25Resistance to ChangeGradual cultural growth does not occur without some resistanceNew methods,ideas,and products are held to be suspect before they are acc

24、epted,if everResistance to genetically modified(GM)foodsResisted by EuropeansConsumed by AsiansNot even labeled in U.S.until 20004-26Planned and Unplanned Cultural ChangeDetermine which cultural factors conflict with an innovationChange those factors from obstacles to acceptance into stimulants for

25、changeMarketers have two options when introducing and innovation to a cultureThey can waitThey can cause changeCultural congruence Marketing products similar to ones already on the market in a manner as congruent as possible with existing cultural norms 4-27Consequences of InnovationMay inadvertentl

26、y bring about change that affects very fabric of a social systemConsequences of diffusion of an innovationMay be functional or dysfunctionalDepending on whether the effects on the social system are desirable or undesirableIntroduction of a processed feeding formula into the diet of babies in underde

27、veloped countries ended up being dysfunctional4-28SummaryA complete and thorough appreciation of the origins and elements of culture may well be the single most important gain to a foreign marketer in the preparation of marketing plans and strategiesMarketers can control the product offered to a mar

28、ket its promotion,price,and eventual distribution methods but they have only limited control over the cultural environment within which these plans must be implemented4-29Summary When a company is operating internationally each new environment that is influenced by elements unfamiliar and sometimes

29、unrecognizable to the marketer complicates the taskSpecial effort and study are needed to absorb enough understanding of the foreign culture to cope with the uncontrollable features4-301、有时候读书是一种巧妙地避开思考的方法。3月-233月-23Monday,March 27,20232、阅读一切好书如同和过去最杰出的人谈话。16:12:3716:12:3716:123/27/2023 4:12:37 PM3、

30、越是没有本领的就越加自命不凡。3月-2316:12:3716:12Mar-2327-Mar-234、越是无能的人，越喜欢挑剔别人的错儿。16:12:3716:12:3716:12Monday,March 27,20235、知人者智，自知者明。胜人者有力，自胜者强。3月-233月-2316:12:3716:12:37March 27,20236、意志坚强的人能把世界放在手中像泥块一样任意揉捏。27 三月 20234:12:37 下午16:12:373月-237、最具挑战性的挑战莫过于提升自我。三月 234:12 下午3月-2316:12March 27,20238、业余生活要有意义，不要越轨。2

31、023/3/27 16:12:3816:12:3827 March 20239、一个人即使已登上顶峰，也仍要自强不息。4:12:38 下午4:12 下午16:12:383月-2310、你要做多大的事情，就该承受多大的压力。3/27/2023 4:12:38 PM16:12:3827-3月-2311、自己要先看得起自己，别人才会看得起你。3/27/2023 4:12 PM3/27/2023 4:12 PM3月-233月-2312、这一秒不放弃，下一秒就会有希望。27-Mar-2327 March 20233月-2313、无论才能知识多么卓著，如果缺乏热情，则无异纸上画饼充饥，无补于事。Monday,March 27,202327-Mar-233月-2314、我只是自己不放过自己而已，现在我不会再逼自己眷恋了。3月-2316:12:3827 March 202316:12谢谢大家谢谢大家