国际市场营销双语教程课件-cha3

Chapter3ManagingtheCulturalDifferencesinInternationalMarketingChapter3ManagingtheCulturLearningObjectives本章学习目标1.Identifytheelementsofcultureandexaminehowtheyaffectmarketingpractices.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.Describetheglobalconsumercultureasitmanifestsitselfaroundtheworld.从全球范围来描述全球化的顾客文化。3.Understandthecountermeasureincross-culturalmanagement.了解跨文化管理的对策。LearningObjectivesFramework1、TheRoleofCulturalForces2、ResolvingtheMultinationalParadoxeswithCommonFrameworks3、ManagingCulturalBiasesandMentalSets4、TheSixPerspectivesonManagingCulturalDifferences5、TheRoleofPersonalRelationships6、FocusontheIndividualorontheGroup7、AboutEquality8、LanguageandInformationExchange9、TheValueoftime10、Institution,Business,andIndividual11、ManagingCulturalDifferences，SituationbySituation12、SynergisticallyManagingCulturalDifferencesFramework1、TheRoleofCulturaDefiningCultureAnintegratedsystemoflearnedbehaviorpatternsthataredistinguishingcharacteristicsofthemembersofanygivensociety.Thedefinitionencompassesawidevarietyofelements,frommaterialistictothespiritual.DefiningCultureAnintegratedAcculturationAdjustingoradaptingtoaspecificcultureotherthanone’sown…and“oneofthekeystosuccessininternationaloperations.AcculturationAdjustingoradapContextCulturesHigh-contextcultureiswherethesocialcontextinwhichwhatissaidstronglyaffectsthemeaningofthemessage.Examples:JapanandSaudiArabiaLow-contextcultureiswherethemeaningofthemessageisexplicitlyexpressedbythewordsandislessaffectedbythesocialcontext.Example:NorthAmericaContextCulturesHigh-contextcElementsofCultureElementsLanguageverbalnon-verbalReligionValuesandAttitudesMannersandCustomsMaterialElementsAestheticsEducationSocialInstitutionsElementsofCultureElementsLanLanguageVerbalHowwordsarespoken.Gesturesmade.Bodypositionassumed.Degreeofeyecontact.Locallanguagecapability’s

importantroleininternationalmarketingAidsininformationgatheringandevaluation.Providesaccesstolocalsociety.Importanttocompanycommunications.Allowsforinterpretationofcontexts.LanguageVerbalNonverbalLanguageHiddenlanguageofculturesTimeflexibilityandsensibility.Socialacquaintanceandrapport.Personalphysicalspaceandpersonaltouching.Non-verbalgesturesandsignaling.NonverbalLanguageHiddenlanguDominateReligionsofTheWorldChristianity-2.0billionfollowersIslam-1.2billionfollowersHinduism-860millionfollowersBuddhism-360millionfollowersConfucianism-150millionfollowersDominateReligionsofTheWorlMannersandCustomsPotentialproblemareasformarketersarisefromaninsufficientunderstandingof:differentwaysofthinking.thenecessityofsavingface.knowledgeandunderstanding

ofthehostcountry.thedecision-makingprocess

andpersonalrelations.theallocationoftime

fornegotiations.MannersandCustomsPotentialpSocialInstitutionsKinshiprelationshipsimmediateandextendedfamilySocialstratificationReferencegroupsPrimaryreferencegroupsfamily,coworkersSecondaryreferencegroupsprofessionalassociations,tradeorganizationsSocialInstitutionsKinshiprelToGiveorNotToGiveToGiveorNotToGiveMakingCultureWorkEmbracelocalculture.Buildrelationships.Employlocalstogainculturalknowledge.Helpemployeesunderstandyou.Adaptproductsandprocessestolocalmarkets.Coordinatebyregion.MakingCultureWorkEmbraceloc国际市场营销双语教程课件-cha3AModelAModelTheChapter’sReferentialQuestions:本章参考题（1）Discussthedefinitionandconcept“culture”andthedifferentwaysitcanimpactoninternationalmarketing.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（2）Describesomeoftheproblemsinvolvedinbalancingglobalandlocalapproachesininternationalmarketing.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（3）Whatarecommonframeworksinmanagingtheculturaldifferences?在管理文化差异方面，有那些可以应用的通用型方法？（4）Identifysomegeneralguidelinesforunderstandingandmanagingculturaldifferences.叙述在理解和管理文化差异方面的普遍原则（5）Discusstheroleofpersonalrelationshipsindifferentculturesandthewaysinwhichthesevaryingrolescanaffectbusinessdealingsindifferentcountriescultures.Givespecificexamples.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）Howtosynergisticallymanagingtheculturaldifferencesininternationalmarketing?谈谈在国际市场营销实践中，如何将差异转化为合力？（7）WhyisthattheEnglishisthegenerallyacceptedlanguageofbusiness,butmostinternationalmanagersshallhavetousethesecondlanguage,nottheirprimaryone.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）BeingastudentmajoringInternationalMarketing,doyouhaveyourownCulturalBiasesandMentalSetsandhowtomanagethem?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？TheChapter’sReferentialQuesChapter3ManagingtheCulturalDifferencesinInternationalMarketingChapter3ManagingtheCulturLearningObjectives本章学习目标1.Identifytheelementsofcultureandexaminehowtheyaffectmarketingpractices.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.Describetheglobalconsumercultureasitmanifestsitselfaroundtheworld.从全球范围来描述全球化的顾客文化。3.Understandthecountermeasureincross-culturalmanagement.了解跨文化管理的对策。LearningObjectivesFramework1、TheRoleofCulturalForces2、ResolvingtheMultinationalParadoxeswithCommonFrameworks3、ManagingCulturalBiasesandMentalSets4、TheSixPerspectivesonManagingCulturalDifferences5、TheRoleofPersonalRelationships6、FocusontheIndividualorontheGroup7、AboutEquality8、LanguageandInformationExchange9、TheValueoftime10、Institution,Business,andIndividual11、ManagingCulturalDifferences，SituationbySituation12、SynergisticallyManagingCulturalDifferencesFramework1、TheRoleofCulturaDefiningCultureAnintegratedsystemoflearnedbehaviorpatternsthataredistinguishingcharacteristicsofthemembersofanygivensociety.Thedefinitionencompassesawidevarietyofelements,frommaterialistictothespiritual.DefiningCultureAnintegratedAcculturationAdjustingoradaptingtoaspecificcultureotherthanone’sown…and“oneofthekeystosuccessininternationaloperations.AcculturationAdjustingoradapContextCulturesHigh-contextcultureiswherethesocialcontextinwhichwhatissaidstronglyaffectsthemeaningofthemessage.Examples:JapanandSaudiArabiaLow-contextcultureiswherethemeaningofthemessageisexplicitlyexpressedbythewordsandislessaffectedbythesocialcontext.Example:NorthAmericaContextCulturesHigh-contextcElementsofCultureElementsLanguageverbalnon-verbalReligionValuesandAttitudesMannersandCustomsMaterialElementsAestheticsEducationSocialInstitutionsElementsofCultureElementsLanLanguageVerbalHowwordsarespoken.Gesturesmade.Bodypositionassumed.Degreeofeyecontact.Locallanguagecapability’s

importantroleininternationalmarketingAidsininformationgatheringandevaluation.Providesaccesstolocalsociety.Importanttocompanycommunications.Allowsforinterpretationofcontexts.LanguageVerbalNonverbalLanguageHiddenlanguageofculturesTimeflexibilityandsensibility.Socialacquaintanceandrapport.Personalphysicalspaceandpersonaltouching.Non-verbalgesturesandsignaling.NonverbalLanguageHiddenlanguDominateReligionsofTheWorldChristianity-2.0billionfollowersIslam-1.2billionfollowersHinduism-860millionfollowersBuddhism-360millionfollowersConfucianism-150millionfollowersDominateReligionsofTheWorlMannersandCustomsPotentialproblemareasformarketersarisefromaninsufficientunderstandingof:differentwaysofthinking.thenecessityofsavingface.knowledgeandunderstanding

ofthehostcountry.thedecision-makingprocess

andpersonalrelations.theallocationoftime

fornegotiations.MannersandCustomsPotentialpSocialInstitutionsKinshiprelationshipsimmediateandextendedfamilySocialstratificationReferencegroupsPrimaryreferencegroupsfamily,coworkersSecondaryreferencegroupsprofessionalassociations,tradeorganizationsSocialInstitutionsKinshiprelToGiveorNotToGiveToGiveorNotToGiveMakingCultureWorkEmbracelocalculture.Buildrelationships.Employlocalstogainculturalknowledge.Helpemployeesunderstandyou.Adaptproductsandprocessestolocalmarkets.Coordinatebyregion.MakingCultureWorkEmbraceloc国际市场营销双语教程课件-cha3AModelAModelTheChapter’sReferentialQuestions:本章参考题（1）Discussthedefinitionandconcept“culture”andthedifferentwaysitcanimpactoninternationalmarketing.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（2）Describesomeoftheproblemsinvolvedinbalancingglobalandlocalapproachesininternationalmarketing.叙述在实施国际市场营销中平衡全球