CB-Chapter16-文化与跨文化消费者行为的变化

Chapter16Cultureandcross-culturalvariationsinconsumerbehaviour,Part3:Externalinfluences,LO16.1Understandtheconceptofculture.LO16.2Understandhowcultureisacquiredandshared.LO16.3Understandthatculturalvaluescanbeclassifiedintothreecategories.LO16.4Understandthatculturealsoinvolvesnon-verbalcommunication.LO16.5Beawarethatconsumptionpracticesareinfluencedbyculturalcontext,andunderstandtheissuesmarketersshouldconsiderbeforeundertakingcross-culturalorculturallyspecificmarketing.,Learningobjectives,Definitionofculture,Complexconceptthatincludes:knowledge,beliefs,art,laws,morals,customandanyothercapabilitiesacquiredbyhumansasmembersofsociety.Thatis,almosteverythingthatinfluencesanindividualsthoughtprocessesandbehaviours.Cultureaffectsmarketing,butmarketingalsoaffectsculture.,Variablesinfluencingcross-culturalmarketingstrategies,Figure16.1Variablesinfluencingcross-culturalmarketingstrategies,Culture,InfluencesourpreferencesAcquiredfromourexperiencesandlearningSuppliestheboundariesforbehaviourinmodernsocietiesConsumersareseldomawareofculturalinfluences.,Culturalvalues,norms,sanctionsandconsumptionpatterns,Figure16.2Theinteractionbetweenvalues,norms,sanctionsandconsumptionpatterns,Adbreak,Howdotheseadsmakeyoufeel?Giventhecompaniesareforeigninthesemarkets,doyouthinkthisstrategyworks?,Cultureandchange,Culturesevolveandchangeslowlyovertime.Sometimeschangescanberapid.TechnologicaladvancesDramaticevents,e.g.warMarketersneedtomonitorchanges.,TheclassificationofAustralasianculture,AustralasianvaluesOther-orientedvaluesEnvironment-orientedvaluesSelf-orientedvalues,Australasianother-orientatedvalues,Traditionally(AustraliaandNZ)havebeenindividualistic,competitive,romantic,masculine,youthfulandparent-orientedsocieties.Howarethesechanging?,Australasianenvironment-orientedvalues,Traditionallyhaveadmired:cleanlinesschangeperformancerisktakingconquestofnature.Howhavethesechanged?100%PureNZ,Exhibit16.1TheclimateisoneelementoftheAustralianenvironmentthatisoftenregardedasneedingtobecontrolled.,COURTESYOFMITSUBISHIELECTRICCOOLINGANDHEATING,Adbreak,Whataretheimplicationsofthesetwoads?Whatculturalnormsdoestheanti-gamblingaduse?Ethicsinmarketing?,Australasianself-orientedvalues,HardworkvaluedStrongbiasforactionMaybealesseningofself-gratificationButveryhighpersonaldebtMaterialorientationHumorousoutlook,MasculinityandtoughnessstillvaluedinAustralia,Exhibit16.3Thisadvertisementreliesonthedepictionofmasculinetoughnessandphysicaladventure.,COPYRIGHTSCHWEPPESAUSTRALIA,Cross-culturalvariations:other-orientedvalues,Individualvscollective(initiative,conformity)Romanticorientation(love)Adultvschild(childsplace)Masculinevsfeminine(malerole)Competitionvscooperation(excelornot)Youthvsage(wisdomofelders),Westernsocietyacceptsopencourtship,Exhibit16.2Westernculturesgenerallyacceptopencourtshipandphysicalintimacy,asshowninthisadvertisement.,COURTESYHUNTERVALLEYWINECOUNTRYTOURISM,Environment-orientedvalues,Cleanliness(extentof)Performancevsstatus(performanceorclass)Traditionvschange(newbehaviours)Risk-takingvssecurity(riskencouraged)Problemsolvingvsfatalism(problemsolvingoracceptanceencouraged)Nature(admiredorovercome),Problemsolvingvsfatalism,Exhibit16.4Thisadvertisementreflectsthevalueweplaceonproblemsolvingandovercomingchallenges.,COURTESYIMA-THEB2BADVERTISINGAGENCY,Self-orientedvalues,Activevspassive(physicalactivity)Materialvsnon-materialapproach(acquisition)Hardworkvsleisure(admirehardwork)Postponedvsimmediategratification(save/enjoynow)Sensualgratificationvsabstinence(food,drink)Humourvsseriousness(islifeserious?),Hardworkvsleisure,Exhibit16.5ThisadvertisementfocusesonAustraliansdesireformoreleisuretime.,IMAGEANDTRADEMARKSOWNEDBYGEORGEWESTONFOODSLIMITED,Factorsinfluencingnon-verbalcommunications,TimeSpaceFriendshipAgreementsThingsSymbolsEtiquette,Monochronicandpolychroniccultures,Table16.2Someofthedifferencesbetweenmonochronicandpolychroniccultures,Meaningofnumbers,coloursandothersymbols,indifferentcultures,Canmakeabigdifferenceinmarketingeffectiveness,Table16.3Themeaningsofvarioussymbolsindifferentcultures,Etiquette,EyecontactwithbusinessclientsTouchingacustomeronthearmorshoulderBusinesscardsContactbetweenmales,Developingacross-culturalmarketingstrategy,Sevenquestions:Isitahomogenousculture?Whatneedswilltheproductfill?Canenoughaffordtheproduct?Whatvaluesarerelevanttothisproduct?Whatar