国际市场营销学 （原书第18版）课件 第4章 全球市场评估中的文化因素全球视角　股票和eBay-文化的影响　

Chapter4CulturalDynamicsinAssessingGlobalMarkets©McGraw-HillEducation.Allrightsreserved.Authorizedonlyforinstructoruseintheclassroom.

NoreproductionorfurtherdistributionpermittedwithoutthepriorwrittenconsentofMcGraw-HillEducation.LearningObjectives4-1 Theimportanceofculturetoaninternationalmarketer4-2 Theoriginsofculture4-3 Theelementsofculture4-4 Theimpactofculturalborrowing4-5 ThestrategyofplannedchangeanditsconsequencesTheImportanceofCultureCultureisBehaviorsandvalues,theseenandunseen,thatarelearned,shared,andtransmittedbyagroupofpeopleRelevanttothestudyofinternationalmarketingThehuman-madepartofhumanenvironmentKnowledge,beliefs,art,morals,laws,customs,andanyothercapabilitiesandhabitsCulture’sPervasiveImpact1of3CultureandBirthratesGradualdeclinebeginningin1960sformanycountriesShiftfromagriculturaltoindustrialtoserviceseconomiesGovernmentpoliciesoruseofbirthcontroltechnologyGlobalchangeinvaluesaboutfamilysizeExhibit4.1Birthrates(per1,000women)Source:WorldBank,

WorldDevelopmentIndicators2012,

/handle/10986/6014.Accessed2018.Culture’sPervasiveImpact2of3CultureandConsumptionTheDutcharechampionconsumersofcutflowersFlowersofculturalandeconomicvaluethroughhistoryTheGermans,British,andJapaneselovechocolatesCoolertemperaturesallowforeasierstorageTheJapaneseandSpaniardsloveseafoodBeingsurroundedbywaterexplainspreferenceforseafoodFrenchandItaliansconsumethemostwineGrapesgrowbestthere;alcohollawsmorerelaxedCulture’sPervasiveImpact3of3ConsequencesofConsumptionSomethinkconsumptionofromanticproductswouldleadtohigherbirthratesGermansconsumegreatamountofflowers,candy,andwineBut,havelowestbirthrateamongthesixEuropeancountriesCardiacissuesincountriesthatconsumehigherlevelsofredmeatDiabetesincountriesthatconsumehigherlevelsofsugarandchocolateJapanshowshighincidenceofstomachcancerPerhapsduetosaltyfoods,soysauce,andHelicobacterpylori

But,longestlifeexpectancy,maybebecauseoffish-baseddietDefinitionsandOriginsofCulture1of10GeertHofstede:cultureis“softwareofthemind”EdwardHall

CulturaldifferencesareofteninvisibleMarketerswhoignorethemhurtcompaniesandcareerCultureSumofvalues,rituals,symbols,beliefs,andthoughtprocessesthatarelearnedandsharedbyagroupofpeople,thentransmittedfromgenerationtogenerationResidesintheindividual’smindLargecollectiveofpeoplecanbelike-mindedExhibit4.4Origins,Elements,andConsequencesofCultureJumptolongdescription.DefinitionsandOriginsofCulture2of10GeographyIncludesclimate,topography,flora,fauna,microbiologyImpactshistory,technology,economics,societyProfessorofPhysiologyJaredDiamondInnovationsspreadfastestEasttoWestthanNorthtoSouthProfessorofMarketingPhilipParkerGeographyhasastronginfluenceonhistory,economics,andconsumerbehaviorDefinitionsandOriginsofCulture3of10HistorySpecifichistoricaleventshavegreatimpactTheWealthofNations,

AdamSmith(1776)ImpactedtheDeclarationofIndependence,andtherebyAmerican’svaluesandinstitutionsRippleeffectsofWorldWarIIGermany’smistrustofpropaganda;unusuallimitationsonmarketingpracticesPost-warbabyboom;affectsconsumptionpatternsaroundtheworldtodayDefinitionsandOriginsofCulture4of10ThePoliticalEconomyFourapproachestogovernancecompetedforworlddominanceformostof20thcenturyColonialism—casualtyofWWIIFascism—fellin1945Communism—crumbledinthe1990sDemocracyorFreeenterpriseDefinitionsandOriginsofCulture5of10TechnologyInnovationimpactsinstitutionsandculturalvaluesThebirthcontrolpillperhapsmostimpactfulChangedtraditionalgenderroles;morewomenincareersSmallerfamiliesaroundworldGovernmentandschoolsmustaddressabstinence,condomsTechnologydoesnotalwayssolveallproblemsU.S.hasbesthealthcaretechnologybutthehighestcostandmixedoutcomesExhibit4.5ComparisonofHealthcareSystemsJumptolongdescription.Source:MichelleAndrews,“Health,TheCostofCare,”NationalGeographicMagazine,December

2009.OliverUberti/NationalGeographicStock.DefinitionsandOriginsofCulture6of10SocialInstitutionsFamily,religion,school,themedia,government,corporationsImpactsculturalinterpretationsThepositionsofmenandwomeninsocietyTheroleoffamilySocialclassesGroupbehaviorAgegroupsSocietaldefinitionsofdecencyandcivilityDefinitionsandOriginsofCulture7of10FamilyTheimpactofbirthcontrolPuttingoffmarriageSingleparenthoodWhatconstitutesafamilyischangingSame-sexmarriageDivorceChangingratiosofmalestofemalesDefinitionsandOriginsofCulture8of10ReligionFirstsocialinstitutioninfantsareexposedtooutsidethehomeAffectsvaluesystems,habits,outlookonlife,productsboughtDefinitionsandOriginsofCulture9of10SchoolAffectsallaspectsofcultureLiteracyratesPerformanceofeducationsystemsisaleadingindicatorofeconomiccompetitivenessTheMediaMediatimehasreplacedfamilytimeSchoolsIntheUnitedStates,kidsattendschool180daysperyear;inChina,theyattendover220days—that’ssixdaysaweek.There’sagreatthirstforthewrittenwordinChina.©IngramPublishingDefinitionsandOriginsofCulture10of10GovernmentLessinfluentialGovernmentstrytoinfluencethethinkingandbehaviorofadultsUseofpropaganda,lawstoinfluenceCorporationsDiffusionofinnovationElementsofCulture1of8FiveelementsValuesRitualsSymbolsBeliefsThoughtprocessesImpactproductdesign,distribution,andpromotionininternationalmarketsElementsofCulture2of8CulturalValuesHofstede’sfourdimensionsIndividualism/CollectiveIndex(IDV);focusonself-orientationPowerDistanceIndex(PDI);focusonauthorityorientationUncertaintyAvoidanceIndex(UAI);focusonriskorientationMasculinity/FemininityIndex(MAS);focusonassertivenessandachievementElementsofCulture3of8CulturalValuesandConsumerBehaviorCanhelppredictconsumerbehaviorpatternsConsumptionofluxurygoodsConsumingwithimmediateversuslong-termgoalsinmindWord-of-mouthcommunicationsImpulsivebuyingThepropensitytocomplainInfluenceofperceptionsofproductcreativityElementsofCulture4of8RitualsPatternsofbehaviorandinteractionthatarelearnedandrepeatedAssociatedwithmajorlifeevents:marriage,funerals,graduationAlsosmallerrituals:dinneratrestaurant,grooming,visittostoreImportantfunctionofcultureCoordinateeverydayinteractionsandspecialoccasionsLetpeopleknowwhattoexpectReligiousRitualsEveryMuslimisenjoinedtomakethehajj,orpilgrimage,toMecca,onceinhisorherlifetimeifphysicallyable.Here,some2millionfaithfulcomefromallovertheworldannuallytoparticipateinwhatisoneofthelargestritualmeetingsonEarth.©AHMADFAIZALYAHYA/ShutterstockElementsofCulture5of8SymbolsAnthropologistEdwardT.Hall:cultureiscommunicationIncludesabilitytoaccuratelyinterpretsymbolsLanguageitselfthoughtofasimportantsocialinstitutionLinguisticdistance,bilingualism,biculturalismAestheticsconsideredsymbolsArt,folklore,music,drama,dance,dress,cosmeticsElementsofCulture6of8BeliefsMainlystemfromreligioustraining,variesbycultureRelationshipbetweensuperstitionandreligionunclearWesternaversiontothenumber13JapaneseconcernabouttheYearoftheFireHorseTheChinesepracticeofFengShuiImportantpartofculturalfabricofasocietyInfluenceallmannersofbehaviorReligionandBusinessRussianOrthodoxpriestspreparetoblessanassemblylineataNivasport-utilityplantnearMoscow,partofajointventurebetweenGeneralMotorsandAvtoVaz.TheNivaisthebest-sellingSUVinRussia,makingaprofitforGM.©MaximMarmur/APImagesElementsofCulture7of8ThoughtProcessesWaysofthinkingvaryacrossculturesImpactsnapjudgmentsmorethanlongdeliberationsDeeplyimpactsensoryperceptions,particularlyaromasTheGeographyofThought,RichardNisbettComparesEasternandWesternwaysofthinkingConfucius’sworthypictureindicativeofperceptiondifferencesElementsofCulture8of8CulturalSensitivityandToleranceStartingpointforsuccessfulforeignmarketingBeingattunedtonuancesofacultureViewingitobjectively,evaluatingandappreciatingitReducesconflict,improvescommunication,makescollaborativerelationshipssuccessfulMustbecarefullycultivatedUnderstandhowowncultureimpactsviewofotherculturesJustbecauseacultureisdifferentdoesn’tmeanit’swrongCulturalChange1of5TheParadoxofCulturalChangeCultureisdynamicinnatureCultureisconservativeandresistschangeWhydosocietieschange?ChangecanbethrustuponculturesWar,naturaldisastersResultofsocietyseekingwaystosolveproblemsAdjustingtoenvironmentalandhistoricalchangesCulturalChange2of5CulturalBorrowingLearnfromotherculturestosolvesociety’sproblemsOncefound,societyjudgeswhetheritisacceptablesolutionIfapproved,itispassedonandtaughtasgroups’culturalheritageAlthoughmanyelementsmaybeborrowed,cultureisstilluniqueElementscombinedtobecometypicalforsocietyCulturalChange3of5Similarities:AnIllusionCulturescanbedistinctevenwithsomecommonalitiesCommonlanguage,race,heritagedonotguaranteesimilaritiesGrowingeconomicunificationinEuropeThe“Europeanconsumer”Considereachcountry’sconsumerbehaviorindependentlyCulturalChange4of5ResistancetoChangeConsumersindifferentculturesdisplaydifferingresistanceQualitiesofinnovationsthataremostreadilyaccepted:HoldgreatestinterestwithinthesocietyAreleastdisruptivetocurrentvaluesandbehaviorpatternsImportantforinternationalmarketerstounderstandCan’twaitalongtimeforacceptanceofinnovationMustgainacceptancewithinlimitsoffinancialresourcesandprojectedprofitabilityperiodsChangingCulture–ClothingMTVmeetsMominMumbai(formerlyBombay),India.Culturedoeschange—dressandevennamesofmajorcities!Evenso,alocalresidenttellsuseveryonestillcallsitBombaydespitetheofficialalteration.©JoeMcNally/GettyImagesCulturalChange5of5PlannedandUnplannedCulturalChangeChangebecomingincreasinglymoreplannedStrategiestobringaboutplannedchangeCulturalcongruenceDeterminewhichculturalfactorsconflictwithinnovationWhichfactorscontributetoresistanceofitsacceptanceChangethefactorsfromobstaclestostimulantsforchangeChangespurredbymarketersimpactshostcultureAppendixofImageLongDescriptionsAppendix1Exhibit4.4Origins,Elements,andConsequencesofCultureThechartincludestheoriginsofculture,including:geography(climate,topography,flora,fauna,andmicrobiology),history,technologyandpoliticaleconomy,andsocialinstitutions(family,religion,school,media,government,