ch04SocialandCulturalEnvironments(全球营销,沃伦

1、Chapter 4Social and Cultural EnvironmentsPowerPoint by Kristopher BlanchardNorth Central University 2005 Prentice Hall 4-1Task of Global MarketersStudy and understand the country cultures in which they will be doing businessIncorporate this understanding into the marketing planning process 2005 Pren

2、tice Hall2Introduction“It is not just speaking a common language. It is sharing a culture and understanding friendships in the same way”Juan Villanonga Former Chairman of Telefonica 2005 Prentice Hall3Society, Culture, and Global Consumer CultureCulture Ways of living, built up by a group of human b

3、eings, that are transmitted from one generation to anotherCulture is acted out in social institutionsCulture has both conscious and unconscious values, ideas and attitudesCulture is both material and nonmaterial 2005 Prentice Hall4Society, Culture, and Global Consumer Culture“Culture is the collecti

4、ve programming of the mind that distinguishes the members of one category of people from those of another.”- Geert Hofstede 2005 Prentice Hall5Society, Culture, and Global Consumer CultureGlobal consumer cultures are emerging Persons who share meaningful sets of consumption-related symbols Pop cultu

5、re; coffee culture; fast-food culturePrimary the product of an interconnected world 2005 Prentice Hall6Attitudes, Beliefs and ValuesAttitudes - learned tendency to respond in a consistent way to a given object or entityBelief - an organized pattern of knowledge that an individual holds to be true ab

6、out the worldValue - enduring belief or feeling that a specific mode of conduct is personally or socially preferable to another mode of conduct 2005 Prentice Hall7ReligionReligion is one important source of societys beliefs, attitudes, and values. The worlds major religions include: Buddhism, Hindui

7、sm, Islam, Judaism, and Christianity. 2005 Prentice Hall8Religion 2005 Prentice Hall9AestheticsThe sense of what is beautiful and what is not beautifulWhat represents good taste as opposed to tastelessness or even obscenityVisual embodied in the color or shape of a product, label, or packageStyles v

8、arious degrees of complexity, for example are perceived differently around the world 2005 Prentice Hall10Dietary PreferencesWould you eat. Reindeer (Finland) Rabbit (France) Rice, soup, and grilled fish for breakfast (Japan) Kimchi - Korea Blood sausage (Germany) 2005 Prentice Hall11Language and Com

9、municationLinguistic CategoryLanguage ExampleSyntaxEnglish has relatively fixed word order; Russian has relatively free word orderSemanticsJapanese words convey nuances of feeling for which other languages lack exact correlations; yes and no can be interpreted differently than in other languages.Pho

10、nologyJapanese does not distinguish between the sounds l and r; English and Russian both have l and r sounds.MorphologyRussian is a highly inflected language, with six different case endings for nouns and adjectives; English ahs fewer inflections. 2005 Prentice Hall12Language and CommunicationVerbal

11、 CuesNonverbal cues or body language 2005 Prentice Hall13Marketings Impact on CultureUniversal aspects of the cultural environment represent opportunities to standardize elements of a marketing programImproved communications have contributed to a convergence of tastes and preferences in a number of

12、product categories 2005 Prentice Hall14Marketings Impact on CultureMovement has 70,000 members in 35 countries“Slow food is about the idea that things should not taste the same everywhere.” 2005 Prentice Hall15High- and Low-Context CulturesHigh Context Information resides in context Emphasis on back

13、ground, basic values Less emphasis on legal paperwork Focus on personal reputationSaudi Arabia, JapanLow Context Messages are explicit and specific Words carry all information Reliance on legal paperwork Focus on non-personal documentation of credibilitySwitzerland, US, Germany 2005 Prentice Hall16H

14、igh- and Low-Context CulturesFactor/DimensionHigh ContextLow ContextLawyersLess ImportantVery ImportantA persons wordIs his/her bondNot reliable get it in writingResponsibility forOrganizational errorTaken by highest levelPushed to the lowest levelSpacePeople breathe on each otherPrivate space maint

15、ainedTimePolychronicMonochronicCompetitive BiddingInfrequentCommon 2005 Prentice Hall17Hofstedes Cultural TypologyPower DistanceIndividualism / CollectivismMasculinityUncertainty AvoidanceLong-term Orientation 2005 Prentice Hall18Self-Reference Criterion and PerceptionUnconscious reference to ones o

16、wn cultural values; creates cultural myopiaHow to Reduce Cultural Myopia: Define the problem or goal in terms of home country cultural traits Define the problem in terms of host-country cultural traits; make no value judgments Isolate the SRC influence and examine it Redefine the problem without the

17、 SRC influence and solve 2005 Prentice Hall19Diffusion TheoryThe Adoption ProcessCharacteristics of InnovationsCategories of Adopters 2005 Prentice Hall20Marketing ImplicationsThe topics in this chapter must be considered when formulating a global marketing planEnvironmental Sensitivity reflects the

18、 extent to which products must be adapted to the culture-specific needs of different national markets 2005 Prentice Hall21Environmental Sensitivity 2005 Prentice Hall22Looking Ahead to Chapter 5The Political, Legal, and Regulatory Environments of Global Marketing 2005 Prentice Hall23Social Instituti

19、onsFamilyEducationReligionGovernmentBusinessThese institutions function to reinforce cultural normsReturn 2005 Prentice Hall24Material and NonmaterialPhysical components of culture Objects Artifacts Clothing Tools Pictures HomesSubjective or abstract culture Religion Perceptions Attitudes Beliefs Va

20、luesReturn 2005 Prentice Hall25Aesthetics and ColorWhat do you associate with Red? Active, hot, vibrant Weddings in some Asian cultures Poorly received in African countriesWith white? Purity, cleanliness Death in parts of AsiaReturn 2005 Prentice Hall26Phonology in actionColgate is a Spanish command that means go hang yourselfTechnology implications for Text messages 8282 means hurry up (Korea) 7170 means close friend (Korea) 4 5683 968 means I Love You (Korea)Return 2005 Prentice Hall27The Adoption ProcessThe mental stages through