国际市场营销课件 第三章 文化环境2010(学生版)
相关主题
- 1、下载文档前请自行甄别文档内容的完整性，平台不提供额外的编辑、内容补充、找答案等附加服务。
- 2、"仅部分预览"的文档,不可在线预览部分如存在完整性等问题,可反馈申请退款(可完整预览的文档不适用该条件!)。
- 3、如文档侵犯您的权益，请联系客服反馈,我们会尽快为您处理(人工客服工作时间：9:00-18:30)。
1.
2.
3.
“Software of the mind” culture is a guide for humans on how to think and behave; it is a problem-solving tool (Hofstede) An invisible barrier… a completely different way of organizing life, of thinking, and of conceiving the underlying assumptions about the family and the state, the economic system, and even Man himself” (Hall) A “thicket” (U.S. Ambassador Hodgson)
A successful marketer must be a student of culture
Culture is pervasive in all marketing activities— in pricing, promotion, channels of distribution, product, packaging, and styling Understanding culture can determine success or failure in international marketing
• •
Definitions and Origins 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” Culture has been conceptualized as:
Culture’s Pervasive Impact
• • Culture influences every part of our lives Cultures impBaidu Nhomakorabeact on birth rates in Taiwan, Japan, and Singapore
•
Birthrates have implications for sellers of diapers, toys, schools, and colleges Consumption of different types of food influence is culture: Chocolate by Swiss, seafood by Japanese preference, beef by British, wines by France and Italy Even diseases are influenced by culture: stomach cancer in Japan, and lung cancer in Spain
Origins of Culture: Geography
1. Geography, which includes climate, topography, flora, fauna, and microbiology, influences our social institutions 2. Two researchers suggest that geography influences everything from history to presentday cultural values 3. First, Jared Diamond states that historically innovations spread faster east-to-west than north-to-south
2. The military conflicts in the Middle East in 2003 bred new cola brands, Mecca Cola, Muslim Up, and Arab Cola
Introduction 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” Importance of culture in international marketing
4. Second, Philip Parker reports strong correlations between the latitude (climate) and the per capita GDP of countries
Origins of Culture: History
1. The impact of specific events in history can be seen reflected in technology, social institutions, cultural values, and even consumer behavior • For e.g., American trade policy depended on tobacco being the original source of the Virginia colony’s economic survival in the 1600s
2.
3.
“Software of the mind” culture is a guide for humans on how to think and behave; it is a problem-solving tool (Hofstede) An invisible barrier… a completely different way of organizing life, of thinking, and of conceiving the underlying assumptions about the family and the state, the economic system, and even Man himself” (Hall) A “thicket” (U.S. Ambassador Hodgson)
A successful marketer must be a student of culture
Culture is pervasive in all marketing activities— in pricing, promotion, channels of distribution, product, packaging, and styling Understanding culture can determine success or failure in international marketing
• •
Definitions and Origins 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” Culture has been conceptualized as:
Culture’s Pervasive Impact
• • Culture influences every part of our lives Cultures impBaidu Nhomakorabeact on birth rates in Taiwan, Japan, and Singapore
•
Birthrates have implications for sellers of diapers, toys, schools, and colleges Consumption of different types of food influence is culture: Chocolate by Swiss, seafood by Japanese preference, beef by British, wines by France and Italy Even diseases are influenced by culture: stomach cancer in Japan, and lung cancer in Spain
Origins of Culture: Geography
1. Geography, which includes climate, topography, flora, fauna, and microbiology, influences our social institutions 2. Two researchers suggest that geography influences everything from history to presentday cultural values 3. First, Jared Diamond states that historically innovations spread faster east-to-west than north-to-south
2. The military conflicts in the Middle East in 2003 bred new cola brands, Mecca Cola, Muslim Up, and Arab Cola
Introduction 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” Importance of culture in international marketing
4. Second, Philip Parker reports strong correlations between the latitude (climate) and the per capita GDP of countries
Origins of Culture: History
1. The impact of specific events in history can be seen reflected in technology, social institutions, cultural values, and even consumer behavior • For e.g., American trade policy depended on tobacco being the original source of the Virginia colony’s economic survival in the 1600s