跨文化商务沟通chapter8

Chapter8InterculturalMarketingCommunicationLearningObjectiveBytheendofthischapter,youshouldbeabletoUnderstandtheroleofcultureplaysininternationalmarketingandadvertisingGaininsightintocontroversialissuesofglobalmarketingandadvertisingAnalyzeconsumerbehaviorfromdifferentculturalviewpointsUnderstandtheimportanceofappropriatetranslationofadvertisementsAdvertisingDefinedAdvertisingis“thenon-personalcommunicationofinformationusuallypaidforandusuallypersuasiveinnatureaboutproducts,servicesorideasbyidentifiedsponsorsthroughthevariousmedia”---CourtlandL.BoveeQuestionCouldyouusethecommunicativetheorytoexplainadvertisingcommunication?ComponentsofCommunicationSourceEncodingChannelMessageDecodingReceiverNoisecontextResponseFeedbackSourceEncodingChannelMessageDecodingReceiverNoisecontextResponseFeedbackCulturalInfluenceonMarketingandAdvertisingVerbalLanguageChevyNova“Nova”means“itwon’tgo”inSpanishElectroluxvacuumcleanerNothingsuckslikeanElectrolux.GoodExamples“飞鸽”牌自行车“永久”牌自行车“钻石”牌手表“博士”文具“乐凯”胶卷“王朝”牌葡萄酒FlyingPigeonForeverDiamondDoctorLuckDynastyWhatarethecharacteristicsofagoodslogan?ShortCatchyBeabletocommunicatethemaincharateristicsoftheproductorservicewhchisbeingadvertiszedNonverbalLanguageInappropriateuseoftouchInSaudiArabian,thisphotohadtobemodified.GlobalMarketingToactlocally?(localization)Toactuniversally?(standardization)StandardizationConsumersintheworldhavethesameneedanddesiressothatuniversalappealscanbeusedtopersuadethemall.BusinessImplicationCompaniescanachievegreateconomyofscalebyofferingidenticalproductsworldwideatidenticalpriceviaidenticaldistributionchannels,supportedbyidenticalsalesandpromotionprograms.LocalizationThisconceptholdsthatadvertisingisalocalproblem.Itisnaturalthatmarketingpracticeswillvaryfromcountrytocountry.BusinessImplicationAsuccessfulmarketingapproachinonecountrywillnotautomaticallyworkinanothercountry.Therefore,theemphasisshouldthusbeonthedifferencesbetweenconsumerneedsandmarketingsystemsindifferentcountries.CulturalVariations&MarketingPowerdistanceUncertaintyavoidanceIndividualismvs.collectivismMasculinityvs.femininityPowerdistanceHighpowerdistanceValueconformityBehaveastheyaretoldLowpowerdistanceConsultingwithothersConvictionofmeritsUncertaintyAvoidanceDiffusionAdoptionBrandingLabelingChannelstrategymarketingUncertaintyAvoidanceHighReluctanttoacceptinnovationsLowMorelikelytomakeinnovativepurchasesIndividualismvs.CollectivismRelyoneinnervaluesInnovativeconsumersLooktoothersLesslikelytobeinnovativeconsumersMasculinityvs.FemininityPrestigiousproductsandbrandsEnvironmental-friendlyproductsorservicesThinkingglobally&ActinglocallyCulturaluniversalsaresmallCulturaldifferencesaregreatCultureACultureBGlobalMarketingStandardizedproductsLocalizedapproachesGlobalvaluegroupsStriverDevoutsAltruistsIntimatesFunseekersCreativesAssignmentWhatistherolethatcultureplaysininternationalmarketing?UsespecificexamplestosupportyouranswerWhatarethedifferencesofconsumerbehaviorindifferentcultures?