ch04SocialandCulturalEnvironments全球營銷-沃倫

ch04SocialandCulturalEnvironments(全球營銷,沃倫2024/3/12ch04SocialandCulturalEnvironments(全球營銷,沃倫TaskofGlobalMarketersStudyandunderstandthecountryculturesinwhichtheywillbedoingbusinessIncorporatethisunderstandingintothemarketingplanningprocess?2005PrenticeHall2ch04SocialandCulturalEnvironments(全球營銷,沃倫Introduction“Itisnotjustspeakingacommonlanguage.Itissharingacultureandunderstandingfriendshipsinthesameway”JuanVillanonga–FormerChairmanofTelefonica?2005PrenticeHall3ch04SocialandCulturalEnvironments(全球營銷,沃倫Society,Culture,and

GlobalConsumerCultureCulture–Waysofliving,builtupbyagroupofhumanbeings,thataretransmittedfromonegenerationtoanotherCultureisactedoutinsocialinstitutionsCulturehasbothconsciousandunconsciousvalues,ideasandattitudesCultureisbothmaterialandnonmaterial?2005PrenticeHall4ch04SocialandCulturalEnvironments(全球營銷,沃倫Society,Culture,and

GlobalConsumerCulture“Cultureisthecollectiveprogrammingofthemindthatdistinguishesthemembersofonecategoryofpeoplefromthoseofanother.”-GeertHofstede?2005PrenticeHall5ch04SocialandCulturalEnvironments(全球營銷,沃倫Society,Culture,and

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