国际市场营销课件第四章 国际文化与法律环境.ppt

1、2 Socio-cultural Environment,社会文化环境,Outline,This environment represents the value, attributes and general behavior of the individuals in a given society. Compare with economic, political and technological changes, the socio-cultural environment evolves slowly. In recent years, there are substantial

2、change in individual values, family structure, minority rights, leisure-time activities and conservation,Main content,Whats culture and socio-cultural environment? What are the factors of the socio-cultural environment? What are the changes in domestic socio-cultural environment in resent years? How

3、 do these changes affect the international marketing and what are the impacts? How to face these changes well and take countermeasures to develop your international marketing activities? (Stress and difficulties),. What is culture?,1.Definition: Culture is the directory to the humans thought and beh

4、avior.-Geert Hofstede Holand Culture is the life-way and thought-way in domestic country and the view to family, country, economic system even the people himself.- Edward Hall American,There are different culture in different country.,Do you know who is interested in stock, American, French and Japa

5、nese? Would you like to buy some stock? Have you ever visited eBay? Would you like to guess the result for eBay in USA, France and Japan?,People grow up in a system of values they tends to carry them throughout their lifetime. Transformation in the structure of society, its institution and the distr

6、ibution of wealth occur gradually in democratic countries. These make socio-culture environment become an important effecting factor to international marketing.,2. Components and the affects to international marketing,(1)Material culture 物质文化 Technology and Economy (2)Social institutions 社会制度 Family

7、, Education, Political structure and Medium (3)Human and the universe 人和宇宙 Belief system (religion) 通过Google等网站查询相关资料 参阅宗教禁忌 金泽著 社科文献出版社 1999 (4)Aesthetics 美学 Art, Folktale, Music, Drama and Dance,(5)Language,Verbal Language Accent Voice Non-verbal Language Physical (the silent language)-body langua

8、ge Gesture Eye contact Sign Yawn sniff,Cultural Differences,When Nike learned that this stylized “Air” logo resembled “Allah” in Arabic script, it apologized and pulled the shoes from distribution.,Do you understand the following advertisement message?,Teeth are Extracted by the Latest Methodist Bee

9、f rashers beaten up in the country peoples fashion. Specialist in Woman and Other Disease Drop your trousers here for best result Our wines leave you nothing to hope for We take your bags and send them in all directions Some message on the tag of a Japanese firm: Liver Putty, My Fanny, Strawberry Cr

10、ap Dessert, Hot Piss, Specialist in Deceased Children,(6)Business customs and amenity 商业习惯和礼仪 案例: 有一个美国人要到东京与一家日本公司签定合约。第一天，日方邀请他去打高尔夫球，他赢了两杆，第二天，日方又请他去打高尔夫球，他又赢了两杆。第三天，当日方提出去打高尔夫球时，他有些不满，随口说：“我们什么时候谈正事”。主人很吃惊，说“我们一直在谈正事” 试：分析美国人和日本人的商业习惯,日语 阿拉伯语 拉丁语 西班牙语 意大利语 英国英语 法语 美国英语 斯堪地那维亚语 德语 瑞士语,高语境的国家,低语境的

11、国家,(7)Negotiation and communication谈判沟通,(8)Gender Bias 性别歧视,Discussion: Who will goes to Saudi Arabia in your opinion? Two senior vice presidents, Robert , VP of international sales, and Kate, VP of personnel, disagree on whom to send to Saudi Arabia to negotiate the sale of two major computer insta

12、llations worth approximately 35$ million. CC company has an excellent products and enjoys a good reputation in the area. With effective negotiation they are certain they can make a profitable sale. There are two candidates for the job, Jane and bill.,Introduction,Jane: MBA degree, 6 years internatio

13、nal experience with CC company, has successfully negotiated two major sales to firms in Norway and Sweden. Bill: has an excellent reputation and has a broad understanding of the product line just as Jane. His only international experience was two years ago ,when he accompanied a senior executive to

14、Japan to help negotiate a major sale, and he did a crucial role in the negotiation.,(9) Business Ethics 企业伦理,Bribery and Extortion 行贿和受贿 Lubrication and Subornation 打点和收买 Reference on the network： http:/www.transparency.de -printed reports-special report “beyond compliancecorruption as a business ri

15、sk”.,课后作业：设想你是一个公司的老板，目前正在争取非洲某一地区的一笔大买卖，竞争非常激烈。为了赢得这笔生意，你是否会使用贿赂这一方式？,3. The Role of Culture to International Marketing,All the components of culture will effect the firm success or no To value the marketing plan and the potential of the international market To help the firm acquaint itself with th

16、e characteristics of a market system in different country,.Cultural Value Conception,Weighing Index文化价值观的衡量指标 Individualism / collective index (IDV)个人主义/集体主义指数 Power distance index (PDI) 权利距离指数 Uncertainty avoidance index (UAI) 不确定回避指数 Masculinity / femininity (MAS) 男性化/女性化指数,第四节 国际法律环境,一. 法律体系的基础 1

17、. 英美法系 2. 大陆法系 3. 伊斯兰法系 4. 三大法系的比较 5. 国际市场营销者必须注意的问题,二. 国际法律争端中的司法管辖权,发生商业争端时,决定采取那种法律体系 你知道国际法庭吗 处理主权国家之间国际争端的组织机构,如海牙法庭及联合国的主要司法机构 发生争端的双方: (1)政府之间;(2)公司与政府之间;(3)公司之间. (1)可以通过国际法庭裁决,(2)(3)必须由争端双方中的一方国家的法庭处理或通过仲裁处理.如果是法律处理,最重要的问题是应该采用哪一国的法律,司法管辖权的决定: (1)根据合同中所包含的司法管辖权条款; (2)根据合同签定的地点;(3)根据合同条款的执行地(

18、所在地原则),三. 国际争端的解决,商业往来中可能出现的问题: 购货者拒绝付款; 产品质量低劣;装运货物延误 处理争端的方法:非正式途径解决争议 调解 仲裁 诉讼,(一)调解,1. 什么是调解? 是争端双方请求第三方调节分歧从而达成协议,这种协议不具备约束力. 2.调解的性质 私人性质 3.调解的结果 效果最好,(二)仲裁,1.什么是仲裁? 由有关双方选择公正知情的一方或几方作为仲裁人,然后由仲裁人判定事情的是非并作出双方同意的执行的裁决. 2.仲裁的性质 民间性质,但是仲裁结果在法律上是有效的 3. 仲裁程序 接受仲裁请求,调解无效后组织仲裁法庭,指定仲裁员进行仲裁,世界有名的仲裁机构(中心

19、) 泛美商务仲裁委员会 加拿大-美国商务仲裁委员会 伦敦仲裁法庭 美国仲裁协会 国际商会 美洲商业争端解决中心,案例,国际商会仲裁案件 一家英国公司与日本制造商签定了一个合同,前者愿意以每个80美分的价格向后者购买10万个塑料玩具娃娃.在此合同的基础上,前者又与他人达成协议,以每个1.40美圆的价格将这批玩具全部卖掉.可是还未交货,日本制造商便遇到了罢工.罢工的解决导致成本的增加.英国公司被告知,玩具娃娃的交货价格已经从每一个80美分提高到1.50美圆.美国公司坚持说日本公司既然已经承诺以每个80美分交货就应该以此价格交货.每一方都坚持自己是正确的. 你认为哪一方是正确的,为什么? 这个争端应

20、该如何解决?,(三)诉讼,尽量不采取诉讼的方式,原因如下: 事态的持续恶化 担心会给人留下不良印象并损坏公共关系 担心在外国法庭上受到不公正对待 难以收取所判给的罚金 采取法律行动所必须的相对较高的时间和费用 缺乏保密性,四.知识产权的保护,哪些属于知识产权的保护范围? 公司创立的象征质量的品牌或商标,产品的特色,优于其他竞争者的产品,工艺,设计和配方 知识产权保护方面存在的问题: 1. 保护不足 2. 使用在先和注册在先 英美法系与大陆法系的区别,3. 国际公约,(1)巴黎知识产权保护公约( The Paris Convention for the Protection of Industrial property) (2)泛美公约(The Inter-American Convention) (3)马德里协定(The Madrid Arrangement) (4)专利合作协定(Patent Cooperation Treaty, PCT) (5)欧洲专利公约(European Patent Convention, EPC) (6)联合国的世界知识产权组织(World Intellectu