ch04SocialandCulturalEnvironments全球营销-沃伦

ch04SocialandCulturalEnvironments(全球营销,沃伦2024/3/12ch04SocialandCulturalEnvironments(全球营销,沃伦TaskofGlobalMarketersStudyandunderstandthecountryculturesinwhichtheywillbedoingbusinessIncorporatethisunderstandingintothemarketingplanningprocess©2005PrenticeHall2ch04SocialandCulturalEnvironments(全球营销,沃伦Introduction“Itisnotjustspeakingacommonlanguage.Itissharingacultureandunderstandingfriendshipsinthesameway”JuanVillanonga–FormerChairmanofTelefonica©2005PrenticeHall3ch04SocialandCulturalEnvironments(全球营销,沃伦Society,Culture,and

GlobalConsumerCultureCulture–Waysofliving,builtupbyagroupofhumanbeings,thataretransmittedfromonegenerationtoanotherCultureisactedoutinsocialinstitutionsCulturehasbothconsciousandunconsciousvalues,ideasandattitudesCultureisbothmaterialandnonmaterial©2005PrenticeHall4ch04SocialandCulturalEnvironments(全球营销,沃伦Society,Culture,and

GlobalConsumerCulture“Cultureisthecollectiveprogrammingofthemindthatdistinguishesthemembersofonecategoryofpeoplefromthoseofanother.”-GeertHofstede©2005PrenticeHall5ch04SocialandCulturalEnvironments(全球营销,沃伦Society,Culture,and

GlobalConsumerCultureGlobalconsumerculturesareemergingPersonswhosharemeaningfulsetsofconsumption-relatedsymbolsPopculture;coffeeculture;fast-foodculturePrimarytheproductofaninterconnectedworld©2005PrenticeHall6ch04SocialandCulturalEnvironments(全球营销,沃伦Attitudes,BeliefsandValuesAttitudes-learnedtendencytorespondinaconsistentwaytoagivenobjectorentityBelief-anorganizedpatternofknowledgethatanindividualholdstobetrueabouttheworldValue-enduringbelieforfeelingthataspecificmodeofconductispersonallyorsociallypreferabletoanothermodeofconduct©2005PrenticeHall7ch04SocialandCulturalEnvironments(全球营销,沃伦ReligionReligionisoneimportantsourceofsociety’sbeliefs,attitudes,andvalues.Theworld’smajorreligionsinclude:Buddhism,Hinduism,Islam,Judaism,andChristianity.©2005PrenticeHall8ch04SocialandCulturalEnvironments(全球营销,沃伦Religion©2005PrenticeHall9ch04SocialandCulturalEnvironments(全球营销,沃伦AestheticsThesenseofwhatisbeautifulandwhatisnotbeautifulWhatrepresentsgoodtasteasopposedtotastelessnessorevenobscenityVisual–embodiedinthecolororshapeofaproduct,label,orpackageStyles–variousdegreesofcomplexity,forexampleareperceiveddifferentlyaroundtheworld©2005PrenticeHall10ch04SocialandCulturalEnvironments(全球营销,沃伦DietaryPreferencesWouldyoueat…..Reindeer(Finland)Rabbit(France)Rice,soup,andgrilledfishforbreakfast(Japan)Kimchi-KoreaBloodsausage(Germany)©2005PrenticeHall11ch04SocialandCulturalEnvironments(全球营销,沃伦LanguageandCommunicationLinguisticCategoryLanguageExampleSyntaxEnglishhasrelativelyfixedwordorder;RussianhasrelativelyfreewordorderSemanticsJapanesewordsconveynuancesoffeelingforwhichotherlanguageslackexactcorrelations;‘yes’and‘no’canbeinterpreteddifferentlythaninotherlanguages.PhonologyJapanesedoesnotdistinguishbetweenthesounds‘l’and‘r’;EnglishandRussianbothhave‘l’and‘r’sounds.MorphologyRussianisahighlyinflectedlanguage,withsixdifferentcaseendingsfornounsandadjectives;Englishahsfewerinflections.©2005PrenticeHall12ch04SocialandCulturalEnvironments(全球营销,沃伦LanguageandCommunicationVerbalCuesNonverbalcuesorbodylanguage©2005PrenticeHall13ch04SocialandCulturalEnvironments(全球营销,沃伦Marketing’sImpactonCultureUniversalaspectsoftheculturalenvironmentrepresentopportunitiestostandardizeelementsofamarketingprogramImprovedcommunicationshavecontributedtoaconvergenceoftastesandpreferencesinanumberofproductcategories©2005PrenticeHall14ch04SocialandCulturalEnvironments(全球营销,沃伦Marketing’sImpactonCultureMovementhas70,000membersin35countries“Slowfoodisabouttheideathatthingsshouldnottastethesameeverywhere.”©2005PrenticeHall15ch04SocialandCulturalEnvironments(全球营销,沃伦High-andLow-ContextCulturesHighContextInformationresidesincontextEmphasisonbackground,basicvaluesLessemphasisonlegalpaperworkFocusonpersonalreputationSaudiArabia,JapanLowContextMessagesareexplicitandspecificWordscarryallinformationRelianceonlegalpaperworkFocusonnon-personaldocumentationofcredibilitySwitzerland,US,Germany©2005PrenticeHall16ch04SocialandCulturalEnvironments(全球营销,沃伦High-andLow-ContextCulturesFactor/DimensionHighContextLowContextLawyersLessImportantVeryImportantAperson’swordIshis/herbondNotreliable–getitinwritingResponsibilityforOrganizationalerrorTakenbyhighestlevelPushedtothelowestlevelSpacePeoplebreatheoneachotherPrivatespacemaintainedTimePolychronicMonochronicCompetitiveBiddingInfrequentCommon©2005PrenticeHall17ch04SocialandCulturalEnvironments(全球营销,沃伦Hofstede’sCulturalTypologyPowerDistanceIndividualism/CollectivismMasculinityUncertaintyAvoidanceLong-termOrientation©2005PrenticeHall18ch04SocialandCulturalEnvironments(全球营销,沃伦Self-ReferenceCriterionandPerceptionUnconsciousreferencetoone’sownculturalvalues;createsculturalmyopiaHowtoReduceCulturalMyopia:DefinetheproblemorgoalintermsofhomecountryculturaltraitsDefinetheproblemintermsofhost-countryculturaltraits;makenovaluejudgmentsIsolatetheSRCinfluenceandexamineitRedefinetheproblemwithouttheSRCinfluenceandsolve©2005PrenticeHall19ch04SocialandCulturalEnvironments(全球营销,沃伦DiffusionTheoryTheAdoptionProcessCharacteristicsofInnovationsCategoriesofAdopters©2005PrenticeHall20ch04SocialandCulturalEnvironments(全球营销,沃伦MarketingImplicationsThetopicsinthischaptermustbeconsideredwhenformulatingaglobalmarketingplanEnvironmentalSensitivityreflectstheextenttowhichproductsmustbeadaptedtotheculture-specificneedsofdifferentnationalmarkets©2005PrenticeHall21ch04SocialandCulturalEnvironments(全球营销,沃伦EnvironmentalSensitivity©2005PrenticeHall22ch04SocialandCulturalEnvironments(全球营销,沃伦LookingAheadtoChapter5ThePolitical,Legal,andRegulatoryEnvironmentsofGlobalMarketing©2005PrenticeHall23ch04SocialandCulturalEnvironments(全球营销,沃伦SocialInstitutionsFamilyEducationReligionGovernmentBusinessTheseinstitutionsfunctiontoreinforceculturalnormsReturn©2005PrenticeHall24ch04SocialandCulturalEnvironments(全球营销,沃伦MaterialandNonmaterialPhysicalcomponentsofcultureObjectsArtifactsClothingToolsPicturesHomesSubjectiveorabstractcultureReligionPerceptionsAttitudesBeliefsValuesReturn©2005PrenticeHall25ch04SocialandCulturalEnvironments(全球营销,沃伦AestheticsandColorWhatdoyouassociatewithRed?Active,hot,vibrantWeddingsinsomeAsianculturesPoorlyreceivedinAfricancountriesWithwhite?Purity,cleanlinessDeathinpartsofAsiaReturn©2005PrenticeHall26ch04SocialandCulturalEnvironments(全球营销,沃伦PhonologyinactionColgateisaSpanishcommandthatmeans‘gohangyourself’TechnologyimplicationsforTextmessages8282means‘hurryup’(Korea)7170means‘closefriend’(Korea)45683968means‘ILoveYou’(Korea)Return©2005PrenticeHall27ch04SocialandCulturalEnvironments(全球营销,沃伦TheAdoptionProcessThementalstagesthroughwhichanindividualpasses