国际营销英文课件Chap004

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Culture’s Pervasive Impact Culture affects every part of our lives, every day, from birth to death, and everything in between – Japan – the year of the Fire Horse As countries move from agricultural to industrial to services economies’ birthrates decline Consequences of consumption – Tobacco Culture not only affects consumption, it also affects production – Stomach cancer in Japan
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Social Institutions Family Religion School The media Government Corporations
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Social Institutions Family – Nepotism – Role of extended family – Favoritism of boys in some cultures Religion – First institution infants are exposed to outside the home – Impact of values systems – Misunderstanding of beliefs School – Affects all aspects of the culture, from economic development to consumer behavior – No country has been successful economically with less than 50% literacy
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Social Institutions
The media – Media time has replaced family time TV Internet Government – Influences the thinking and behaviors of adult citizens Propaganda Passage, promulgation, promotion, and enforce of laws Corporations – Most innovations are introduced to societies by companies – Spread through media – Change agents
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Definitions and Origins of Culture Traditional 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 to generation Humans make adaptations to changing environments through innovation Individuals learn culture from social institutions – Socialization (growing up) – Acculturation (adjusting to a new culture) – Application (decisions about consumption and production)
McGraw-Hill/Irwin International Marketing 14/e
Copyright 2009 by The McGraw-Hill Companies, Inc. All rights reserved.
What Should You Learn? The importance of culture to an international marketer The origins and elements of culture The impact of cultural borrowing The strategy of planned change and its consequences
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Elements of Culture Cultural values – Individualism/Collectivism Index – Power Distance Index – Uncertainty Avoidance Index – Cultural Values and Consumer Behavior
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Birthrates (per 1000 women) Exhibit 4.1
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Patterns of Consumption (annual per capita) Exhibit 4.2
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Consequences of Couman Universals – Myth of Diversity Use metaphors Have a system of status and roles Are ethnocentric Create art Conceive of success and failure Create groups antagonistic to outsiders Imitate outside influences Resist outside influences Consider aspects of sexuality private Express emotions with face Reciprocate Use mood altering drugs Overestimate objectivity of thought Fear of snakes Recognize economic obligations in exchanges of goods and services Trade and transport of goods
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Hofstede’s Indexes Language, and Linguistic Distance Exhibit 4.5
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Elements of Culture
Rituals – Marriage – Funerals Symbols – Language Linguistic distance – Aesthetics as symbols Insensitivity to aesthetic values can offend, create a negative impression, and, in general, render marketing efforts ineffective or even damaging Beliefs – To make light of superstitions in other cultures can be an expensive mistake Thought processes – Difference in perception Focus vs. big-picture
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Origins, Elements, and Consequences of Culture Exhibit 4.4
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Geography
Exercises a profound control – Includes climate, topography, flora, fauna, and microbiology – Influenced history, technology, economics, social institutions and way of thinking The ideas of Jared Diamond and Philip Parker – Jared Diamond Historically innovations spread faster east to west than north to south – Philip Parker Reports strong correlations between latitude (climate) and per capita GDP Empirical data supports climate’s apparent influence on workers’ wages Explain social phenomena using principles of physiology
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We All Love Flowers – Why? Geography History Technology and economics Social institutions Cultural values Aesthetics as symbols
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History, the Political Economy, and Technology
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Global Perspective Equities and eBay – Culture Gets in the Way Culture deals with a group’s design for living The successful marketer clearly must be a student of culture Markets are the result of the three-way interaction of a marketer’s – Economic conditions – Efforts – All other elements of culture The use of something new is the beginning of cultural change – The marketer becomes a change agent