chapter 03-04 Cultural Dynamics in Assessing Global Markets

Can you list some examples of geographical, historical, political, technological and Social Institutions’ influences on the consumers’ behavior and at last become a critical factor for the marketing?
Chapter04- Cultural Dynamics in Assessing Global Markets
Origins, elements and consequences of Culture 文化的定义、起源和结果 P87
Origins of Culture 1. Geography(地理), which includes climate, topography(气候), flora (植物), fauna (动物), and microbiology (微生物), influences our social institutions 2. History: The impact of specific events (特定事件)in history can be seen reflected in technology(技术), social institutions(社会机构), cultural values(价值观), and even consumer behavior 3. The Political Economy For most of the 20th Century three approaches to governance(治理) competed for world dominance(争夺世界主导地位): fascism(法西 斯), communism(社会主义), and democracy/free enterprise
Chapter04- Cultural Dynamics in Assessing Global Markets
Definitions and Origins of Culture (文化的定义和起源)
Culture is the sum of the ―values(价值观), rituals( 礼仪), symbols(符号), beliefs(信仰), and thought processes(思维过程) that are learned and shared(共享) by a group of people, and transmitted(传承) from generation to generation‖ )—Culture is kind of group behaviors and behaviors style. 文化的定义是一群人所熟知、共享并世代相传 的价值观、宗教、符号、信仰和思维过程。
——American can more easily accept the impersonal E-communication than French and Japanese.
2. Power Distance Index (PDI)——authority
orientation（权威导向）
——Expert ad. are more popular in China than in European countries.
• • • • Individualism/Collective Index (IDV)个体主义和集体主 义指数 Power Distance Index (PDI) 权力差距指数 Uncertainty Avoidance Index (UAI) 不确定性回避指数 Masculinity男性/Femininity女性 (MAS) 男性化/女性化 指数
Origins of Culture 4. Technology: Technological innovations also impact institutions and cultural 5. Social Institutions: including family, religion, school, the media, government, and corporations all affect culture.
Chapter04- Cultural Dynamics in Assessing Global Markets
Definitions and Origins of Culture (文化的定义和起源)
Culture has been conceptualized as (more than 160 definition): 1. ―Software of the mind‖ (思想的软件)culture is a guide for humans on how to think and behave; it is a problemsolving tool(解决问题的工具) (Hofstede)—Culture is invisible. 2. An invisible barrier(隐形的墙)… a completely(完全) different way of organizing life, of thinking, and of conceiving(表达) the underlying(根本的) assumptions(看法) about the family and the state, the economic system, and even Man himself‖ (Hall)— Culture differences are invisible and important for IM. 3. A ―thicket‖(丛林) (U.S. Ambassador Hodgson) )—It is possile to go through the cultural difficulties but it is a hard work.
Elements of Culture: Cultural Values
• How do the cultural values influence the consumualism/Collective Index (IDV)——self-
orientation（自我导向）
Chapter04- Cultural Dynamics in Assessing Global Markets
Culture’s Pervasive(广泛) Impact(影响) • The marketer’s efforts actually become a part of the fabric of culture — how such efforts interact with a culture determines the degree of success or failure of the marketing effort. • Markets and market behavior are part of a country’s culture. • Marketers are the result of the three-way interaction of a marketer’s efforts, economic conditions, and all other elements of the culture. • Marketers firstly should be a successful cultural learner.
Chapter 3-4 History and Geography: The Foundations of Culture Cultural Dynamics in Assessing Global Markets
1. Culture’s Pervasive(广泛) Impact(影响) 2. Definitions and Origins of Culture 3. Elements of Culture
4. Cultural Knowledge
5. Cultural Change and Cultural Borrowing
Chapter 3-4
• Case Study-P81 • Equities and Ebay – Culture Gets in the Way
• Why the world biggest investment companies did not succeed in Japan as they expected? • Why was eBay not successful in other countries outside America?
Elements of Culture
International marketers must design products, distribution systems(分销系统), and promotional programs(促销计划) with due consideration(适当 的考虑) to culture, which was defined as including five elements(组成要素):
1. Cultural values(文化价值观) 2. Rituals(礼节)
3. Symbols(符号)
4. Beliefs(信仰), and 5. Thought processes (思考过程)
Elements of Culture: Cultural Values • Differences in cultural values, which is found to exist among countries, affects consumer behavior • Hofstede, who studied over 90,000 people in 66 countries, found that the cultures differed along four primary dimensions（四个主要维度）:
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Culture’s Pervasive(广泛) Impact(影响) • Culture refers to ―the human-made part of human environment— the sum total of knowledge, beliefs, art, morals, laws, customs, and any other capabilities and habits acquired by humans as members of society‖ • Culture influences every part of our lives, every day, from birth to death, and everything between (文化影 响到生活的每一个方面) • Culture deals with a group’s design for living and is pervasive in all marketing activities — in pricing, promotion, channels of distribution, product, packaging, and styling.