国际市场营销双语教程课件 cha3
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Chapter 3 Managing the Cultural Differences in International Marketing
• Learning Objectives • 本章学习目标
• 1. Identify the elements of culture and examine how they affect marketing practices.
Elements of Culture
Elements
Language • verbal • non-verbal Religion Values and Attitudes
Manners and Customs Material Elements Aesthetics Education Social Institutions
•
叙述在理解和管理文化差异方面的普遍原则
• （5）Discuss the role of personal relationships in different cultures and the ways in which these
varying roles can affect business dealings in different countries cultures. Give specific examples.
– Aids in information gathering and evaluation.
– Provides access to local society.
Nonverbal Language
• Hidden language of cultures
– Time flexibility and sensibility. – Social acquaintance and rapport. – Personal physical space and personal
• 举例说明人际关系在不同文化中的作用，人际关系在不同文化背景下商业运作所起的作用
• （6）How to synergistically managing the cultural differences in international marketing ?
• 谈谈在国际市场营销实践中，如何将差异转化为合力？
• 作为一名学习国际市场营销专业的学生，你有自己的文化偏见和思维定势？如何管理你的文化偏 见和思维定势？
Defining Culture
• An integrated system of learned behavior patterns that are distinguishing characteristics of the members of any given society.
• The definition encompasses a wide variety of elements, from materialistic to the spiritual.
knowledge. ✓Help employees understand you. ✓Adapt products and processes to
local markets. ✓Coordinate by region.
A Model
• The Chapter’s Referential Questions:
Acculturation
• Adjusting or adapting to a specific culture other than one’s own … and “one of the keys to success in international operations.
Context Cultures
• （7）Why is that the English is the generally accepted language of business, but most
international managers shall have to use the second language, not their primary one.
• （2）Describe some of the problems involved in balancing global and local approaches in
international marketing.
• 叙述在实施国际市场营销中平衡全球化思维和当地化运作过程中会面临的问题，举例说明
– different ways of thinking. – the necessity of saving face. – knowledge and understanding
of the host country. – the decision-making process
and personal relations. – the allocation of time
Social Institutions
• Kinship relationships
– immediate and extended family
• Social stratification • Reference groups
– Primary reference groups
• family, coworkers
• High-context culture
– is where the social context in which what is said strongly affects the meaning of the message.
– Examples: Japan and Saudi Arabia
– Secondary reference groups
• professional associations, trade organizations
To Give or Not To Give
Making Culture Work
✓Embrace local culture. ✓Build relationships. ✓Employ locals to gain cultural
Language
• Verbal
– How words are spoken. – Gestures made. – Body position assumed. – Degree of eye contact.
• Local language capability’s important role in international marketing
• Low-context culture
– is where the meaning of the message is explicitly expressed by the words and is less affected by the social context.
– Example: North America
followers • Buddhism - 360 million
followers • Confucianism - 150 million
followers
Manners and Customs
• Potential problem areas for marketers arise from an insufficient understanding of:
FramewΒιβλιοθήκη Baidurk
• 1、The Role of Cultural Forces • 2、Resolving the Multinational Paradoxes with Common
Frameworks • 3、Managing Cultural Biases and Mental Sets • 4、The Six Perspectives on Managing Cultural Differences • 5、The Role of Personal Relationships • 6、Focus on the Individual or on the Group • 7、About Equality • 8、Language and Information Exchange • 9、 The Value of time • 10、Institution, Business, and Individual • 11、Managing Cultural Differences，Situation by Situation • 12、Synergistically Managing Cultural Differences
touching. – Non-verbal gestures and signaling.
Dominate Religions of The World
• Christianity - 2.0 billion followers
• Islam - 1.2 billion followers • Hinduism - 860 million
• （3）What are common frameworks in managing the cultural differences?
• 在管理文化差异方面，有那些可以应用的通用型方法？
• （4）Identify some general guidelines for understanding and managing cultural differences.
• 本章参考题
• （1）Discuss the definition and concept “culture” and the different ways it can impact on
international marketing.
• 谈谈关于“文化”的定义和概念，以及文化对于国际市场营销活动所产生的影响
• 识别文化因素，并且清楚其如何在世界范围内影响营销活动。 • 2. Describe the global consumer culture as it manifests itself
around the world. • 从全球范围来描述全球化的顾客文化。 • 3. Understand the countermeasure in cross-cultural management. • 了解跨文化管理的对策。
• 为什么英语是通用的第一语言，但作为跨国企业的领导人除了母语之外还应掌握第二语言？
• （8）Being a student majoring International Marketing, do you have your own Cultural Biases
and Mental Sets and how to manage them?
• Learning Objectives • 本章学习目标
• 1. Identify the elements of culture and examine how they affect marketing practices.
Elements of Culture
Elements
Language • verbal • non-verbal Religion Values and Attitudes
Manners and Customs Material Elements Aesthetics Education Social Institutions
•
叙述在理解和管理文化差异方面的普遍原则
• （5）Discuss the role of personal relationships in different cultures and the ways in which these
varying roles can affect business dealings in different countries cultures. Give specific examples.
– Aids in information gathering and evaluation.
– Provides access to local society.
Nonverbal Language
• Hidden language of cultures
– Time flexibility and sensibility. – Social acquaintance and rapport. – Personal physical space and personal
• 举例说明人际关系在不同文化中的作用，人际关系在不同文化背景下商业运作所起的作用
• （6）How to synergistically managing the cultural differences in international marketing ?
• 谈谈在国际市场营销实践中，如何将差异转化为合力？
• 作为一名学习国际市场营销专业的学生，你有自己的文化偏见和思维定势？如何管理你的文化偏 见和思维定势？
Defining Culture
• An integrated system of learned behavior patterns that are distinguishing characteristics of the members of any given society.
• The definition encompasses a wide variety of elements, from materialistic to the spiritual.
knowledge. ✓Help employees understand you. ✓Adapt products and processes to
local markets. ✓Coordinate by region.
A Model
• The Chapter’s Referential Questions:
Acculturation
• Adjusting or adapting to a specific culture other than one’s own … and “one of the keys to success in international operations.
Context Cultures
• （7）Why is that the English is the generally accepted language of business, but most
international managers shall have to use the second language, not their primary one.
• （2）Describe some of the problems involved in balancing global and local approaches in
international marketing.
• 叙述在实施国际市场营销中平衡全球化思维和当地化运作过程中会面临的问题，举例说明
– different ways of thinking. – the necessity of saving face. – knowledge and understanding
of the host country. – the decision-making process
and personal relations. – the allocation of time
Social Institutions
• Kinship relationships
– immediate and extended family
• Social stratification • Reference groups
– Primary reference groups
• family, coworkers
• High-context culture
– is where the social context in which what is said strongly affects the meaning of the message.
– Examples: Japan and Saudi Arabia
– Secondary reference groups
• professional associations, trade organizations
To Give or Not To Give
Making Culture Work
✓Embrace local culture. ✓Build relationships. ✓Employ locals to gain cultural
Language
• Verbal
– How words are spoken. – Gestures made. – Body position assumed. – Degree of eye contact.
• Local language capability’s important role in international marketing
• Low-context culture
– is where the meaning of the message is explicitly expressed by the words and is less affected by the social context.
– Example: North America
followers • Buddhism - 360 million
followers • Confucianism - 150 million
followers
Manners and Customs
• Potential problem areas for marketers arise from an insufficient understanding of:
FramewΒιβλιοθήκη Baidurk
• 1、The Role of Cultural Forces • 2、Resolving the Multinational Paradoxes with Common
Frameworks • 3、Managing Cultural Biases and Mental Sets • 4、The Six Perspectives on Managing Cultural Differences • 5、The Role of Personal Relationships • 6、Focus on the Individual or on the Group • 7、About Equality • 8、Language and Information Exchange • 9、 The Value of time • 10、Institution, Business, and Individual • 11、Managing Cultural Differences，Situation by Situation • 12、Synergistically Managing Cultural Differences
touching. – Non-verbal gestures and signaling.
Dominate Religions of The World
• Christianity - 2.0 billion followers
• Islam - 1.2 billion followers • Hinduism - 860 million
• （3）What are common frameworks in managing the cultural differences?
• 在管理文化差异方面，有那些可以应用的通用型方法？
• （4）Identify some general guidelines for understanding and managing cultural differences.
• 本章参考题
• （1）Discuss the definition and concept “culture” and the different ways it can impact on
international marketing.
• 谈谈关于“文化”的定义和概念，以及文化对于国际市场营销活动所产生的影响
• 识别文化因素，并且清楚其如何在世界范围内影响营销活动。 • 2. Describe the global consumer culture as it manifests itself
around the world. • 从全球范围来描述全球化的顾客文化。 • 3. Understand the countermeasure in cross-cultural management. • 了解跨文化管理的对策。
• 为什么英语是通用的第一语言，但作为跨国企业的领导人除了母语之外还应掌握第二语言？
• （8）Being a student majoring International Marketing, do you have your own Cultural Biases
and Mental Sets and how to manage them?