市场营销学双语课件3(PPT 8)--Cultural Environment

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市场营销学英文版最新版教学课件第3章

Suppliers (2 of 2)
Honda has developed healthy, long-term supplier relationships.
Marketing Intermediaries (1 of 2)
• Marketing intermediaries help the company to
steadily over the past three decades.
• Trends:
– Shortages of raw materials – Increased pollution – Increased government intervention
Technological Environment (1 of 2)
Figure 3.1 - Actors in the Microenvironment
The Company
• Interrelated groups in a company form the internal environment
• Departments share the responsibility for understanding customer needs and creating customer value.
Learning Objective 3-2 Summary
• Demographic environment
– Age and family structures – Geographic population shifts – Education characteristics – Population diversity
Learning Objective 3-1

国际市场营销双语教学教案ppt课件

国际市场营销双语教学教案ppt课件•课程介绍与教学目标•国际市场营销基本概念与理论•跨文化交流与沟通在国际市场营销中应用•产品策略在国际市场营销中实践•价格策略在国际市场营销中运用•渠道策略在国际市场营销中拓展•促销策略在国际市场营销中创新•总结回顾与展望未来发展趋势01课程介绍与教学目标介绍国际市场营销双语课程的开设背景，包括全球化趋势、国际交流需求等。

课程背景课程定位课程内容明确课程在国际市场营销专业中的地位和作用，以及与其他课程的联系和区别。

概述课程的主要内容和结构，包括国际市场分析、营销策略、跨文化沟通等。

030201国际市场营销双语课程概述掌握国际市场营销的基本概念和理论，了解国际市场的发展趋势和竞争状况。

知识目标能够运用所学知识分析国际市场的机会与挑战，制定有效的营销策略，并具备跨文化沟通的能力。

能力目标培养学生对国际市场营销的兴趣和热情，增强跨文化意识和国际视野。

情感目标教学目标与要求课程安排与考核方式课程安排介绍课程的学时分配、授课方式（线上/线下）、实践环节等。

考核方式明确课程的考核方式和标准，包括平时成绩、期末考试、实践报告等。

学习建议提供学习方法和建议，如课前预习、课后复习、小组讨论等。

02国际市场营销基本概念与理论定义国际市场营销是指企业在跨国经营活动中，通过市场调研、产品开发、定价、促销和分销等策略，满足不同国家和地区消费者需求，实现企业盈利目标的过程。

复杂性面临政治、经济、社会、技术等多方面的复杂因素。

风险性存在汇率波动、政治风险、文化差异等带来的风险。

跨国性涉及不同国家和地区的市场环境、消费者需求和文化背景。

国际市场营销定义及特点政治环境经济环境社会文化环境技术环境01020304分析目标国家的政治稳定性、政策连续性、对外关系等因素。

研究目标国家的经济发展水平、市场规模、消费者购买力等。

了解目标国家的文化传统、价值观念、消费习惯等。

关注目标国家的技术发展水平、创新能力和知识产权保护等。

全球营销学课件CHAP3 social and cultural environments

Long-term Orientation/Short-term Orientation
A long-term orientation (LTO) versus shortterm orientation to assess the sense of immediacy （直接意识）within a culture, whether gratification should be immediate or deferred. Long-term values
Collectivist culture
Individualist culture
In brand images creating: A functional brand image is oriented toward problem solving and problem prevention. Products with a social brand image fulfill consumers„ needs for group membership and affiliation（群体成员资格和归属感）. A product with sensory appeal provides novelty, variety, and sensory gratification.
III.
Hofstede‟s Cultural Typology
Power
Distance权力距离 Individualism / Collectivism个人主义/集体主义 Masculinity/Femininity男性化/女性化 Uncertainty Avoidance不确定性避免 Long-term Orientation/Short-term Orientation长期导向/短期导向

国际市场营销(双语)ch032.2 Social and cultural environment

Keegan: Global Marketing Management
Chapter 3/ 7
High- and Low-Context Cultures (2)
High-context culture
Less information is contained in the verbal part of the message
Global Marketing Management
Chapter 3 Social and Cultural Environments
Overview
Basic Aspects of Society & Culture Analytical Approaches to Cultural Factors Impact on Industrial Products Impact on consumer Products Cross-Cultural Complications Summary
Negotiations - lengthy
Competitive Bidding
- infrequent
Low-Context - very important - ‘get it in writing’ - ‘time is money’
Keegan: Global Marketing Management
Chapter 3/ 6
High- and Low-Context Cultures (1)
Low-context culture:
Messages are explicit Words carry most of the information in communication United States, Switzerland, Germany

第一章国际市场营销双语ppt课件

• 1.2 The Concepts of International Marketing
国际市场营销基本范畴
• 1.3 Related International Economic Organizations
与国际市场营销相关的国际经济组织
精品课件
1.1The Concepts of Marketing
Technological factors
• 社会文化因素 • 科技因素
精品课件
Monopolies
legislation
Environmental
protection laws
Taxation policyΒιβλιοθήκη Employment laws
Government policy
Legislation
P
S
精品课件
1.1.2. Marketing philosophy
• a way of organizing and controlling marketing. The whole philosophy of marketing is changing. Previously, marketing involved creating a demand for a specific product or service. That approach is obsolete. Today marketers must interact with the market, determine what products and services are needed, and supply enough information to the market about those products so that the products find their own market.

市场营销双语教学PPT

to know and understand the customer so well that the product or service
fits him and sells itself.
Coping with (从事) exchange processes—part of this definition—calls for (要求) a considerable amount of work and skill. We see marketing management as the art and science of applying core marketing concepts to choose target markets and get, keep, and grow customer through creating, delivering, and communicating superior customer value.
loyal? 如何减少顾客需求的本钱并使顾客保持长期的忠诚？
l How can we tell which customers are more important? 如何识别哪些顾客是更重要的？
l
How
can
we
payback
from
communications?
的回报率？
measure
the
marketing
如何衡量来自营销沟通
1.2 Marketing concepts and tools营销观念与工具
Marketing boasts a rich array of concepts and tools to help marketers address the decisions they must make. We will start by defining marketing and then describing its major concepts and tools.

国际市场营销双语课件

国际市场营销双语
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、素质、行为、制度、形象。
• 狭义的文化是指社会的意识形态以及与之相适应的礼仪制度、组织结构、行为方式等物化的精神。
国际市场营销双语
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4.1.3 文化的基本特征
• 1. 文化的中心 • 2. 文化管理的方式 • 3. 文化的首要任务
国际市场营销双语
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4.1.4 文化的要素
• 从组织的角度来看，美国学者彼得斯和沃特曼认为有7种基本要素：战略(Strategy)、结构(Structure)、体制 (System)、人员(Staff)、技能(Skill)、行为方式 (Style)、共同价值观(Shared Value)。其中，前3个要素
• 文化的要素 • 文化的变迁 • 各国的商务习惯
国际市场营销双语
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4.1.1 文化的基础
• 作为一名营销者，若要了解一个社会的行为及其基本态度，就必须掌握关于该社会的一些地理及历史知识。
• 不同的地理环境和不同的历史背景就会形成特定的亚文化，特定的亚文化必然会影响消费群体和商业模式的形成。
国际市场营销双语
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4.1.6 各国的商务习惯
• 美国，“赚钱是这个国家的主要目标。美国人看重金钱与其说是为了生存，不如说是作为一生成就的证明” 。
• 日本，商界是最注重谦恭的。 • 韩国，商人尊重其长辈可以获得其好感。
国际市场营销双语
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4.2 Social Environment of International Marketing
国际市场营销双语
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4.1.2 文化的涵义
• 广义的文化是指人类在社会历史实践过程中创造的物质财富和精神财富的总和。

市场营销学双语课件

• Customer Value – 顾客所得与所付出之比. 所得包括功能利益和情感利益;而所付出包括金钱、时间、精力以及体力。
• Customer Satisfaction – 取决于其实际感受到的绩效与期望的差异，是顾客的一种主观感觉状态，是顾客对企业产品和服务满足需要程度的体验和综合评估.
Societal Marketing Concept
社会 (人类福利)
Societal Marketing Concept
顾客 (需求)
公司 (盈利)
营销管理
为创造达到个人和机构目标的交换，而规划和实施理念、产品和服务的构思、定价、分销和促销的过程。
需
求
管
理
发现和创造需求, 或者改变或降低需求
盈利性客户关系
吸引新的客户并保留现有的客户
Marketing Management Philosophies
Production Concept Product Concept Selling Concept
Who Purchases Products and Services?
现实购买者
Market –是指
某种产品的现实购买者与潜在购买者需求的总和.
潜在购买者
Modern Marketing System
供应商公司（市场营销者）
环
竞争者
境
环
营销中介
境
最终用户
Marketing Management
市场营销学双语课件
商务策划学院同你一起营销人生策划成功
What is Marketing?
• 营销是个人和集体通过创造产品和服务，以销售方式与别人交换产品和服务，提供对个人和社会具有特定效用的内在价值的一种社会竞争和管理过程。

市场营销学双语课件

• Customer Satisfaction – 取决于其实际感受到的绩效与期望的差异，是顾客的一种主观感觉状态，是顾客对企业产品和服务满足需要程度的体验和综合评估.
How do Consumers Obtain Products and Services?
• Exchanges -通过提供某种东西作为回报，从别人那里取得所需物的行为 .
• Transactions -买卖双方价值的交换，它是以货币为媒介的，而交换不一定以货币为媒介，它可以是物物交换.
• Relationships -与其顾客、分销商、经销商、供应商等建立起长期的互信互利关系.
Who Purchases Products and Services?
Market –是指某种产品的现实购买者与潜在购买者需求的总和.
市场营销学双语课件
营销人生策划成功
What品和服务，以销售方式与别人交换产品和服务，提供对个人和社会具有特定效用的内在价值的一种社会竞争和管理过程。
• More simply: Marketing is the delivery of customer satisfaction at a profit.
Core Marketing Concepts
需要、欲望与需求
产品和服务
Core Marketing Concepts
市场
价值, 满意度, 和质量
交换, 交易, 和关系
What Motivates a Consumer to Take Action?
• Needs -通常是指对人类基本生存条件的满足期望 . i.e.比如人们需要食物、衣着、蔽护所、安全等。
•
9、一个人即使已登上顶峰，也仍要自强不息。上午 6时24 分59秒上午6时 24分06 :24:592 0.8.17

国际市场营销的文化环境PPT课件

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六）审美观
审美观是指人们都颜色、音乐、戏剧、舞蹈、美术等事务的偏好和态度。不同国家、不同民族往往有着不同的审美观，不同的美的标准。
审美对国际市场营销的影响： 1、审美观对影响人们对产品的需求，
进而影响企业的产品设计； 2、在广告活动中，国际市场营销者
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三）教育分析一国的文化环境，教育事业
发展状况是不可缺少的方面。教育对国际市场营销的影响主要
体现在两个方面： 1）居民受教育程度是市场细分
的重要标准之一； 2）对于国际营销调研方式、方
法的选择有重要的影响。
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2020/1/9
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四）宗教
世界上大约半数以上的人信仰宗教。世界上有五大宗教派别：佛教、基督教、天主教、伊斯兰教和印度教。
一、文化的影响
文化与某一人群的生活方式相关，因而学习市场营销学，特别是学习国际市场营销学，必须了解文化。在产品设计时，产品的风格、用途及相关的营销活动都必须做到在文化上是可以接受的，这样才会有可操作性和现实意义。事实上，文化贯穿一切营销活动，包括定价、促销、分销渠道、产品、市场细分、调研、市场定位等等，营销努力事实上也成了文化的组成部分。无论是认可、拒绝还是抵制，对营销者所作所为的评判都是在一定的文化背景下进行的。这些所作所为与文化间的相互作用决定了营销的成败。
第三章国际市场的文化环境
1
Case Study
The same Disney The different result 思考： (1)欧洲迪斯尼乐园亏损的深层
次原因是什么? (2)对异国文化习俗的了解在跨国经营中具有重要的作用。试从本案例中找出相应的例子证实这一观点。

国际营销英文课件chapter 4 Cultural Environment

Study the imperatives of culture Introduce analytical approaches to
cultural factors Discuss the ways to adapt to the
cultural differences
Definitions and Aspects of Culture
What’s Culture? It is defined as the ways of living built up by a
group of human beings that are transmitted from one generation to another.
文化是“人类建立起的代代相传的生活方式”。
He stressed the importance of focusing on the positive qualities in people, as opposed to treating them as a "bag of symptoms. A Review of General Psychology survey, published in 2002, ranked Maslow as the tenth most cited psychologist of the 20th century.
(以自我实现为基础，以实现人的本质需求为前提的心理健康理论)
Maslow was a psychology professor at Brandeis University, Brooklyn College, New School for Social Research and Columbia University.

市场营销之社会文化环境中英文版课件

பைடு நூலகம்
中国社会与文化的结构分层
中国社会由下而上共分四个阶层，有各自的流行文化。中国社会由下而上共分四个阶层，有各自的流行文化。三角形的底部：草根阶层，包括失业者、退休者、一、三角形的底部：草根阶层，包括失业者、退休者、蓝领。流行粗俗文化、大众文化。流行粗俗文化、大众文化。第二层：主力劳动者，包括中下白领、基层公务员。二、第二层：主力劳动者，包括中下白领、基层公务员。流行大众文化、小资文化。流行大众文化、小资文化。第三层：中产阶级，包括高级白领、专业人士、三、第三层：中产阶级，包括高级白领、专业人士、经理中下企业主、中级公务员。人、中下企业主、中级公务员。流行小资文化、精英文化。流行小资文化、精英文化。决策者阶层：高级企业主、高级专家、高级公务员。四、决策者阶层：高级企业主、高级专家、高级公务员。流行精英文化、权威文化。流行精英文化、权威文化。
The main cultural characteristics comprise:
1.High persistence of core cultural values If the Marketing behaviors conflict with the core idea of the local culture, they may be regarded as heretical beliefs. 2.Existence of subcultures According to the extent that sub-cultural groups exhibit different wants and consumption behavior, marketers can choose subcultures as their target markets. 3.Shifts of secondary cultural values through time The secondary cultural values can be shifted through time, the businesses have great chance to change them.

国际市场营销课件英文版chapter3

国际市场营销课件英文版chapter3Chapter 3 History and Geography: Foundation of Culture 1. Lead in: an Panama issueHistory of USA interventionViewpoints of some Americans to USAViewpoints of Panamanians to USAHistorical Sino-US conflictsDomination of part of ChinaGeographical importancePanama – ChinaTIMEFormation of Viewpoints2.Effects of history and geographyattitudes and behaviorsBusiness opportunities and cross-culture marketing Historical eventsgeographicaluniquenessefforts toimproveadaptionto it3. Historical perceptive in global businessJapanese behaviors:1. 8><#004699'>A distribution system sodifficult for an outsider todevelop2. Decisions made byconsensus3. Loyalty to family, tocountry, to company, and tosocial group4. CooperationJapanese history and Confucian philosophy in which loyalty is to countryAnswers found in4.Subjective understanding of historyHistory help understand why <#004699'>a country behaves as it does ——it helps define <#004699'>a natio n’s “mission”, how it perceives it neighbors, and how it sees its place in the world.Understanding any nation’s business and political culture is the subjective perception of its history, with biases and SRC (Self reference criterion)—— the unconscious reference to one&#7><039;s own culturalvalues or one&#<039;s home country frame of reference.5.Establish <#004699'>a historical perspectiveTo understand <#004699'>a country’s attitudes, prejudices,and fears, it is necessary to look beyond thesurface of current events to the inner subtletiesof the country’s entire past for clues.6. Geography and Global MarketsPopulationResource, climate, surface, neighboring countries…Efforts made for improvementCultureIndustries,Economy7.Climate and TopographyClimateUse and FunctionProduct FitnessConsuming SeasonsDistribution BarrierTopographic VariationInfrastructureConstruction8.Climate difference and adaptation to it Climate differenceAfricaEuropeAdaptation to climate difference9.Topography barrierand improvement of itGeographic barrierSouth America48% is jungle and forest, 5% arable; separation by mountain ranges with high altitute of 4<0<0<0m, population concentrate on outer periphery.China,Russia, India,and Canada1<0.Topography barrierand improvement of itImprovement of Geographic barrierEuropeEnglish ChannelSweden-Denmark bridgeSouth America(Argentina, Brazil,Paraguay, and Uruguay)Colonia Bridge in South America//.oceansatlas4>#ff66ff'>/unatlas/about/oceansofthefuture/backgro und/seemore2.html11.Geography, Nature, and Economic GrowthUnprivileged countries suffer economic stagnation, many among poorest countries.-----Most people live and work as they do because the resources of their part of country have opened certain opportunities and closed others.12.Geography, Nature,and Economic GrowthOvercoming nature barriers, with social and environmental cost.DisplacementSilt clog (in reservoir)Ecosystem13.Geography, Nature,and Economic GrowthProblems in process of development:Disruption of ecosystemInadequate hazardous waste managementRelocation of peopleIndustrial pollutionExtractive growth14.Geography in Some Typical Countries15.Social Responsibility &Environmental ManagementManufacturing plants see regulations everywhere against pollution(industrial wastes) and the disposal of hazardous waste.Strengthen environmental crisis —— Whether economic development and protection for the environment can coexist.16.Social Responsibility &Environmental ManagementSustainable developmentWise resource management,Equitable distribution of benefits,Reduction of negative efforts on people andthe environment—— from the process of economic growth.17. Sustainable Development: Key Propositions that Serve as <#004699'>a Foundation for PracticeThere is <#004699'>a crucial and potentially positive link between economic development and the environment.The costs of inappropriate economic policies on the environment are very high.Addressing environmental problems requires that poverty be reduced.Economic growth must be guided by prices that incorporate environmental values.Since environmental problems pay no respect to borders, global and regional collaboration is sometimes needed to complement national and regional regions.18,ResourcesHuman labor provides the preponderanceof energy in underdeveloped countriesImportance of oil and gas in world energyconsumptionOther energy resources: wood, nuclear power, ocean’s tides, geothermal power, sun.19.World energy consumption2<0.Dynamics of Global Population TrendsPeople CONSTITUTE markets for various categories of goods——Changesin the composition and distribution of the population will affect future demand.Necessary to know about:(1) rural/urban population shifts(2) rates of growth(3) age levels, and(4) population control(5) rural-urban migration ofworld population(6) population decline and aging(7) worker shortage and immigrationRussia-China Oil PlanRussia-China Oil Plan21.Rural & Urban Population, 1996~2<03<022.Change in world populationThe developing world’s population is increasingwhile the industrialized world’s is decl ining.23. World Population by Major Areas & Life Expectancy24. Percentage of World Population by Age-Group Density25. World Trade Routes and Communication LinksKnowledge about trade routes over land,sea, and air important in makingmarketing decisionsThe majority of world trade is among themost industrialized and industrializingcountries of Europe, North America, andAsiaNeed to be aware about communicationlinks—the underpinning of all commerceImpact of the Internet revolutionespecially for global marketing of products26. World Trade Routes and Communication Links27. The Triad: Trade between USA and Canada,the European Community, and Japan ($ billions)EUROPEANCOMMUNITYUNITED STATES & CANADAJAPANFor additional figures see: “Indicators of Market Size for 115 Countries I” Crossborder Monitor, August, 1997, pp.4-8 195.466.3151.689.<091.5141.7。