国际营销英文课件Chap004

InternationalMarketingCulturalDynamicsinAssessingGlobalMarketsChapter414thEditionPhilipR.CateoraMaryC.GillyJohnL.GrahamMcGraw-Hill/IrwinInternationalMarketing14/eCopyright©2009byTheMcGraw-HillCompanies,Inc.Allrightsreserved.WhatShouldYouLearn?•Theimportanceofculturetoaninternationalmarketer•Theoriginsandelementsofculture•Theimpactofculturalborrowing•Thestrategyofplannedchangeanditsconsequences4-2GlobalPerspectiveEquitiesandeBay–CultureGetsintheWay•Culturedealswithagroup’sdesignforliving•Thesuccessfulmarketerclearlymustbeastudentofculture•Marketsaretheresultofthethree-wayinteractionofamarketer’s–Economicconditions–Efforts–Allotherelementsofculture•Theuseofsomethingnewisthebeginningofculturalchange–Themarketerbecomesachangeagent4-3Culture’sPervasiveImpact•Cultureaffectseverypartofourlives,everyday,frombirthtodeath,andeverythinginbetween–Japan–theyearoftheFireHorse•Ascountriesmovefromagriculturaltoindustrialtoserviceseconomies’birthratesdecline•Consequencesofconsumption–Tobacco•Culturenotonlyaffectsconsumption,italsoaffectsproduction–StomachcancerinJapan4-4Birthrates(per1000women)Exhibit4.14-5PatternsofConsumption(annualpercapita)Exhibit4.24-6ConsequencesofConsumptionExhibit4.34-7HumanUniversals–MythofDiversity•Usemetaphors•Haveasystemofstatusandroles•Areethnocentric•Createart•Conceiveofsuccessandfailure•Creategroupsantagonistictooutsiders•Imitateoutsideinfluences•Resistoutsideinfluences•Consideraspectsofsexualityprivate•Expressemotionswithface•Reciprocate•Usemoodalteringdrugs•Overestimateobjectivityofthought•Fearofsnakes•Recognizeeconomicobligationsinexchangesofgoodsandservices•Tradeandtransportofgoods4-8DefinitionsandOriginsofCulture•Traditionaldefinitionofculture–Cultureisthesumofthevalues,rituals,symbols,beliefs,andthoughtprocessesthatarelearned,sharedbyagroupofpeople,andtransmittedfromgenerationtogeneration•Humansmakeadaptationstochangingenvironmentsthroughinnovation•Individualslearnculturefromsocialinstitutions–Socialization(growingup)–Acculturation(adjustingtoanewculture)–Application(decisionsaboutconsumptionandproduction)4-9Origins,Elements,andConsequencesofCultureExhibit4.44-10Geography•Exercisesaprofoundcontrol–Includesclimate,topography,flora,fauna,andmicrobiology–Influencedhistory,technology,economics,socialinstitutionsandwayofthinking•TheideasofJaredDiamondandPhilipParker–JaredDiamond•Historicallyinnovationsspreadfastereasttowestthannorthtosouth–PhilipParker•Reportsstrongcorrelationsbetweenlatitude(climate)andpercapitaGDP•Empiricaldatasupportsclimate’sapparentinfluenceonworkers’wages•Explainsocialphenomenausingprinciplesofphysiology4-11WeAllLoveFlowers–Why?•Geography•History•Technologyandeconomics•Socialinstitutions•Culturalvalues•Aestheticsassymbols4-12History,thePoliticalEconomy,andTechnology•History–Impactofspecificeventscanbeseenreflectedintechnology,socialinstitutions,culturalvalues,andevenconsumerbehavior•TobaccowastheoriginalsourceoftheVirginiacolony’seconomicsurvivalinthe1600s•PoliticalEconomy–Threeapproachestogovernancecompetedforworlddominance•Fascism•Communism•Democracy/freeenterprise•Technology–Jetaircraft,airconditioning,televisions,computers,Internet,etc.–Nonemoreimportantthanthebirthcontrolpill4-13SocialInstitutions•Family•Religion•School•Themedia•Government•Corporations4-14SocialInstitutions•Family–Nepotism–Roleofextendedfamily–Favoritismofboysinsomecultures•Religion–Firstinstitutioninfantsareexposedtooutsidethehome–Impactofvaluessystems–Misunderstandingofbeliefs•School–Affectsallaspectsoftheculture,fromeconomicdevelopmenttoconsumerbehavior–Nocountryhasbeensuccessfuleconomicallywithlessthan50%literacy4-15SocialInstitutions•Themedia–Mediatimehasreplacedfamilytime•TV•Internet•Government–Influencesthethinkingandbehaviorsofadultcitizens•Propaganda•Passage,promulgation,promotion,andenforceoflaws•Corporations–Mostinnovationsareintroducedtosocietiesbycompanies–Spreadthroughmedia–Changeagents4-16ElementsofCulture•Culturalvalues–Individualism/CollectivismIndex–PowerDistanceIndex–UncertaintyAvoidanceIndex–CulturalValuesandConsumerBehavior4-17Hofstede’sIndexesLanguage,andLinguisticDistanceExhibit4.54-18ElementsofCulture•Rituals–Marriage–Funerals•Symbols–Language•Linguisticdistance–Aestheticsassymbols•Insensitivitytoaestheticvaluescanoffend,createanegativeimpression,and,ingeneral,rendermarketingeffortsineffectiveorevendamaging•Beliefs–Tomakelightofsuperstitionsinotherculturescanbeanexpensivemistake•Thoughtprocesses–Differenceinperception•Focusvs.big-picture4-19MetaphoricalJourneysthrough23NationsExhibit4.64-20CulturalKnowledge•Factualknowledge–Hasmeaningasastraightforwardfactaboutaculture–Assumesadditionalsignificancewheninterpretedwithinthecontextoftheculture•Needstobelearned•Interpretiveknowledge–Requiresadegreeofinsightthatmaybestbedescribedasafeeling•Mostdependentofpastexperienceforinterpretation•Mostfrequentlypronetomisinterpretation•Requiresconsultationandcooperationwithbilingualnativeswithmarketingbackgrounds4-21CulturalSensitivityandTolerance•Beingattunedtothenuancesofculturesothatanew