国际营销英文Chap

1、 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 2021 by The McGraw-Hill Companies, Inc. All rights rese

2、rved.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 consequences4-2.Global Perspective Equities and eBay Culture Gets in the WayCulture deals with a groups design fo

3、r 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 becomes a change agent4-3.Cultures Per

4、vasive 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 consumptionTobaccoCulture not only affects consumpt

5、ion, it also affects productionStomach cancer in Japan4-4.Birthrates (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 rolesAre ethnocentricCreate

6、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 Recognize economic obligatio

7、ns in exchanges of goods and servicesTrade and transport of goods 4-8.Definitions 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 transmitted from generation

8、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)4-9.Origins, Elements, and Consequences of Cul

9、tureExhibit 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 faster east t

10、o 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 physiology4-11.We All Love Flowers Why?GeographyHistoryTechnology and econo

11、micsSocial institutionsCultural valuesAesthetics as symbols4-12.History, 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 pill4-13.Social Institutions

13、FamilyReligionSchool The mediaGovernmentCorporations4-14.Social 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 cu

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

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

16、s Indexes Language, 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 damagin

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

18、mes additional significance 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 consultati

19、on and cooperation with bilingual natives with marketing backgrounds4-21.Cultural 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

20、more exotic the situation, the more sensitive, tolerant, and flexible one needs to be4-22.Cultural 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 c

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

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

23、imilaritiesJust because something sells in one country doesnt mean it will sell in anotherCultural differences among member of European Union a product of centuries of history4-25.Resistance to ChangeGradual cultural growth does not occur without some resistanceNew methods, ideas, and products are h

24、eld to be suspect before they are accepted, if everResistance to genetically modified (GM) foodsResisted by EuropeansConsumed by AsiansNot even labeled in U.S. until 20004-26.Planned and Unplanned Cultural ChangeDetermine which cultural factors conflict with an innovationChange those factors from ob

25、stacles to acceptance into stimulants for 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 4-27.Consequences of InnovationMay inadvertently 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 undesirableIntro