国际市场营销3enviorment2

国际市场营销InternationalmarketingWaltWhitmanRostow1916—Chapter3

TheInternationMarketingEnvironment(Ⅱ)Ⅰ)Themodelofeconomicdevelopment

TheRostowModernizationModelP25

1)TraditionalSociety(传统社会阶段)--Countriesinthetraditionalsocietystagearecharacterizedbyaneconomicstructurethatisdominatedbyagriculture.2)TransitionalSocity（起飞前准备阶段）--Thestageischaracterizedbyincreasedproductivityinagriculture,andmodernmanufacturingbeginstoemerge.3)Take-off（起飞阶段）---Duringtake-off,growthbecomesthenormandimprovementsinproductionleadtotheemergenceofleadingsectors.4)TheDrivetoMaturity（成熟阶段）---Thestage,moderntechnologyisfullyadoptedinalleconomicactivity,andnewleadingsectorsemerge.5)HighMassConsumption（高额群众消费阶段）---Intheageofhighmassconsumption,leadingsectorsshifttowarddurablegoods.ⅡSocialandCultureEnvironment1）CultureDefinitionAnintegratedsystemoflearnedbehaviorpatternsthataredistinguishingcharacteristicsofthemembersofanygivensociety.Thedefinitionencompassesawidevarietyofelements,frommaterialistictothespiritual.ElementsofCultureElementsLanguageverbalnon-verbalReligionValuesandAttitudesMannersandCustomsMaterialElementsAestheticsEducationSocialInstitutionsLanguageVerbalHowwordsarespoken.Locallanguagecapability’s

importantroleininternationalmarketingAidsininformationgatheringandevaluation.Providesaccesstolocalsociety.Importanttocompanycommunications.Allowsforinterpretationofcontexts.NonverbalLanguageHiddenlanguageofculturesNoverbalCommunicationBodylanguage,gestures,eyecontactSilentcommunicationPersonalphysicalspaceandpersonaltouching.Non-verbalgesturesandsignaling.Religion---definesasociety’srelationshiptothesupernaturealand,asaresult,determinesdominantvaluesandattitudes.---Religionbeliefsareimportantdeterminantsofconsumerbehavior.DominateReligionsofTheWorldChristianity-2.0billionfollowersIslam-1.2billionfollowersHinduism-860millionfollowersBuddhism-360millionfollowersConfucianism-150millionfollowers--ReligionandBussinessDay---RussiaDecember29—mid-January---Muslimspray5timesadayatspecialtimes.--ReligionandGenderRoles--SaudiArabia--ReligionandGifeGiving

ToGiveorNotToGiveMannersandCustomsPotentialproblemareasformarketersarisefromaninsufficientunderstandingof:differentwaysofthinking.thenecessityofsavingface.knowledgeandunderstanding

ofthehostcountry.thedecision-makingprocess

andpersonalrelations.theallocationoftime

fornegotiations.SocialInstitutionsKinshiprelationshipsimmediateandextendedfamilySocialstratificationReferencegroupsPrimaryreferencegroupsfamily,coworkersSecondaryreferencegroupsprofessionalassociations,tradeorganizationsMakingCultureWorkEmbracelocalculture.Buildrelationships.Employlocalstogainculturalknowledge.Helpemployeesunderstandyou.Adaptproductsandprocessestolocalmarkets.Coordinatebyregion.Ⅳobstaclestointernationalization

self-referencecriterion(自我参考标准):

definedasindividuals’consciousandunconsciousreferencetotheirownnationalcultureandtohome-countrynormsandvalues,aswellastotheirknowledgeandexperience,intheprocessofmakingdecisionsinthehostcountry.CrossCulturalAnalysistoIsolatetheSelfReliantCriteriaInfluencesStep1:Definethebusinessproblemorgoalinhome- countryculturaltraits,habits,ornorms.Step2:Definethebusinessproblemorgoalin foreign-countryculturaltraits,habits,or norms.Makenovaluejudgements.Step3:IsolatetheSRCInfluenceintheproblemand examineitcarefullytoseehowitcomplicates theproblem.Step4:RedefinetheproblemwithouttheSRC influenceandsolvefortheoptimumbusiness goalsituation.**JamesA.Lee,“CulturalAnalysisinOverseasOperations,“HarvardBusinessReview,March-April1996,p.106-11.Irwin/McGraw-Hill1-6Ⅲ.ThePoliticalEnvironmentofInternationalMarketingPoliticalrisk----country’spoliticalandlegalrestrictions.

-----Thecountrywhereacompanyenagesinbusinessinaccordancewiththerespectivecountry’spoliticalandlegalrestrictions.GoHome

ForeignersRisksRelatedtoGovernmentEconomicPolicy(P42)a)Confiscation没收----referstotheseizingofcompanyassetsandinvestors’assetswithoutanycompensation.----Takingofprivatepropertywithoutcompensation.b)Expropriation征收----Takingofprivatepropertywithcompensation----involvessomereimbursementforcompanyassets,usuallynotattheirmarketvalue.c)Nationalization国有化--