国际营销课件3

国际营销课件33HistoryandGeographyTheFoundationsofCultureMcGraw-Hill/IrwinInternationalMarketing,13/e©2007TheMcGraw-HillCompanies,Inc.,AllRightsReserved.ChapterChapterLearningObjectivesTheimportanceofhistoryandgeographyintheunderstandingofinternationalmarketsTheeffectsofhistoryonacountry’scultureHowcultureinterpretseventsthroughitsowneyesHowtheUnitedStatesmovedwestandhowthismoreaffectedattitudesTheeffectofgeographicdiversityoneconomicprofilesofacountryWhymarketsneedtoberesponsivetogeographyofacountryEconomiceffectsofcontrollingpopulationgrowthversusagingpopulationCommunicationsareanintegralpartofinternationalcommerceGlobalPerspective

BirthofaNation–Panamain67HoursTofullyunderstandasociety’sactionsanditspointsofview,youmusthaveanappreciationfortheinfluenceofhistoricaleventsandthegeographicaluniquenesstowhichaculturehashadtoadapt.Tointerpretaculture’sbehaviorandattitudes,amarketermusthavesomeideaofacountry’shistoryandgeography.Cultureisdefinedasasociety’sacceptedbasisforrespondingtoexternalandinternalevents.HistoryandContemporaryBehaviorJapaneseHistory:SevencenturiesundertheshogunfeudalsystemTheisolationbeforethecomingofAdmiralPerryin1853ThreatofdominationbycolonialpowersRiseofnewsocialclassesWesterninfluencesHumiliationofWorldWarIIInvolvementintheinternationalcommunityHistorically,loyaltyandservice,asenseofresponsibility,andrespectfordiscipline,training,andartistrywerestressedtomaintainstabilityandorder.AhistoricalperspectivegivestheforeignerinJapanabasisonwhichtobegindevelopingculturalsensitivityandabetterunderstandingofcontemporaryJapanesebehavior.HistoryisSubjectiveHistoricaleventsalwaysareviewedfromone’sownbiasesandSRC.Acrucialelementinunderstandinganynation’sbusinessandpoliticalcultureisthesubjectiveperceptionofitshistory.RelationshipbetweenU.S.andMexicoMonroeDoctrineTerritorialExpansionofUnitedStatesfrom1783InsertExhibit3.1ManifestDestinyandtheMonroeDoctrineBothacceptedasthebasisforU.S.foreignpolicyduringmuchofthe19thand20thcenturies.TheideaofManifestDestinywasusedtojustifyU.S.annexationofTexas,Oregon,NewMexico,andCaliforniaandlater,U.S.involvementinCuba,Alaska,Hawaii,andthePhilippines.ThreebasicdictaoftheMonroeDoctrine:NofurtherEuropeancolonizationintheNewWorldAbstentionoftheU.S.fromEuropeanpoliticalaffairsNoninterventionofEuropeangovernmentsinthegovernmentsoftheWesternHemisphereChangeintheMonroeDoctrine:1881,RooseveltCorollaryU.S.InterventioninLatinAmericaSince1945InsertExhibit3.2GeographyandGlobalMarketsUnderstandingofhowasociety’scultureandeconomyareaffectedasanationstrugglestosupplyitspeople’sneedswithinthelimitsimposedbyitsphysicalmakeup.ClimateandTopographyAltitude,humidity,andtemperatureextremesSouthAmericaBritishresistanceoftheEnglishChannelTradethroughtheAlpsGeography,NatureandEconomicGrowthAscountriesprosper,naturalbarriersareovercome.Environmentalissues:DisruptionofecosystemsRelocationofpeopleInadequatehazardouswastemanagementIndustrialpollutionSocialResponsibilityandEnvironmentalManagementEnvironmentalprotectionisnotanoptionalextraPollutionisonthevergeofgettingcompletelyoutofcontrolChinahas16oftheworld’s20mostpollutedcitiesCriticalissue:thedisposalofhazardouswasteSustainabledevelopmentResourcesTheavailabilityofmineralsandtheabilitytogenerateenergyarethefoundationsofmoderntechnology.Theprincipalsupplementstohumanenergyare:AnimalsWoodFossilfuelNuclearpowerOceantidesGeothermalpowerThesunResources(continued)UnitedStatesinPerspective1942–nearlyself-sufficient1950–majorimporter1973-2000–increaseddependencyfrom36%to66%Mid-2000’s–predictedtobeimportingmorethan70%ofneedsThelocation,quality,andavailabilityofresourceswillaffectthepatternofworldeconomicdevelopmentandtradewellintothe21stcentury.WorldEnergyConsumptionInsertExhibit3.3DynamicsofPopulationTrendsControllingpopulationgrowthThemostimportantdeterrenttopopulationcontrolisculturalattitudesabouttheimportanceoflargefamilies.Rural/urbanmigrationResultofadesireforgreateraccesstosourcesofeducation,healthcare,andimprovedjobopportunities.PopulationdeclineandagingPopulationgrowthinmanycountrieshasdroppedbelowtheratenecessarytomaintainpresentlevels.Anationneedsafertilityrateofabout2.1childrenperwoman.Notonemajorcountryhassufficientinternalpopulationgrowthtomaintainitself.WorldPopulationbyRegion,2005-2050,andLifeExpectancyatBirth,2005-2010(millions)InsertExhibit3.4RuralandUrbanPopulation,2005-2030(millions)InsertExhibit3.5DynamicsofPopulationTrends(continued)WorkerShortageandImmigrationThefreeflowofimmigrationwillhelptoamelioratethedualproblemsofexplosivepopulationexpansioninless-developedcountriesandworkershortageinindustrializedregions.Europewillneed1.4billionimmigrantsoverthenext50years.JapanandtheU.S.willneed600millionimmigrantsbetweennowand2050.WorldTradeRoutesProgressionoftraderoutes:OverlandSearoutesAirroutesTheInternetTraderoutesamongEurope,AsiaandtheAmerica