国际营销英文课件Chap004.ppt
- 【下载声明】
1. 本站全部试题类文档,若标题没写含答案,则无答案;标题注明含答案的文档,主观题也可能无答案。请谨慎下单,一旦售出,不予退换。
2. 本站全部PPT文档均不含视频和音频,PPT中出现的音频或视频标识(或文字)仅表示流程,实际无音频或视频文件。请谨慎下单,一旦售出,不予退换。
3. 本页资料《国际营销英文课件Chap004.ppt》由用户(三亚风情)主动上传,其收益全归该用户。163文库仅提供信息存储空间,仅对该用户上传内容的表现方式做保护处理,对上传内容本身不做任何修改或编辑。 若此文所含内容侵犯了您的版权或隐私,请立即通知163文库(点击联系客服),我们立即给予删除!
4. 请根据预览情况,自愿下载本文。本站不保证下载资源的准确性、安全性和完整性, 同时也不承担用户因使用这些下载资源对自己和他人造成任何形式的伤害或损失。
5. 本站所有资源如无特殊说明,都需要本地电脑安装OFFICE2007及以上版本和PDF阅读器,压缩文件请下载最新的WinRAR软件解压。
- 配套讲稿:
如PPT文件的首页显示word图标,表示该PPT已包含配套word讲稿。双击word图标可打开word文档。
- 特殊限制:
部分文档作品中含有的国旗、国徽等图片,仅作为作品整体效果示例展示,禁止商用。设计者仅对作品中独创性部分享有著作权。
- 关 键 词:
- 国际 营销 英文 课件 Chap004
- 资源描述:
-
1、 I n t e r n a t i o n a l M a r k e t i n gCultural Dynamics in Assessing Global MarketsChapter 41 4 t h E d i t i o nP h i l i p R. C a t e o r aM a r y C. G i l l yJ o h n L . G r a h a mMcGraw-Hill/IrwinInternational Marketing 14/eCopyright 2009 by The McGraw-Hill Companies, Inc. All rights rese
2、rved.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 consequences4-2Global Perspective Equities and eBay Culture Gets in the Way Culture deals with a groups desig
3、n for living The successful marketer clearly must be a student of culture Markets are the result of the three-way interaction of a marketers Economic conditions Efforts All other elements of culture The use of something new is the beginning of cultural change The marketer becomes a change agent4-3Cu
4、ltures 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
5、affects consumption, it also affects production Stomach cancer in Japan4-4Birthrates (per 1000 women)Exhibit 4.14-5Patterns of Consumption (annual per capita)Exhibit 4.24-6Consequences of ConsumptionExhibit 4.34-7Human Universals Myth of Diversity Use metaphors Have a system of status and roles Are
6、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
7、 Recognize economic obligations in exchanges of goods and services Trade and transport of goods 4-8Definitions 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, an
8、d 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)4-9Origins,
9、 Elements, and Consequences of CultureExhibit 4.44-10GeographyExercises a profound control Includes climate, topography, flora, fauna, and microbiology Influenced history, technology, economics, social institutions and way of thinkingThe ideas of Jared Diamond and Philip Parker Jared Diamond Histori
10、cally 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 climates apparent influence on workers wages Explain social phenomena using principles of physiology4-11We All Love Flowers
11、 Why? Geography History Technology and economics Social institutions Cultural values Aesthetics as symbols4-12History, the Political Economy, and TechnologyHistory Impact of specific events can be seen reflected in technology, social institutions, cultural values, and even consumer behavior Tobacco
12、was the original source of the Virginia colonys economic survival in the 1600s Political Economy Three approaches to governance competed for world dominance Fascism Communism Democracy/free enterpriseTechnology Jet aircraft, air conditioning, televisions, computers, Internet, etc. None more importan
13、t than the birth control pill4-13Social Institutions Family Religion School The media Government Corporations4-14Social 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
14、 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% literacy4-15Social InstitutionsThe media Media time has replaced family time TV InternetGovernment Influences the thin
展开阅读全文