國(guó)際市場(chǎng)營(yíng)銷課件第四章 國(guó)際文化與法律環(huán)境.ppt

1、2 Socio-cultural Environment,社會(huì)文化環(huán)境,Outline,This environment represents the value, attributes and general behavior of the individuals in a given society. Compare with economic, political and technological changes, the socio-cultural environment evolves slowly. In recent years, there are substantial

2、change in individual values, family structure, minority rights, leisure-time activities and conservation,Main content,Whats culture and socio-cultural environment? What are the factors of the socio-cultural environment? What are the changes in domestic socio-cultural environment in resent years? How

3、 do these changes affect the international marketing and what are the impacts? How to face these changes well and take countermeasures to develop your international marketing activities? (Stress and difficulties),. What is culture?,1.Definition: Culture is the directory to the humans thought and beh

4、avior.-Geert Hofstede Holand Culture is the life-way and thought-way in domestic country and the view to family, country, economic system even the people himself.- Edward Hall American,There are different culture in different country.,Do you know who is interested in stock, American, French and Japa

5、nese? Would you like to buy some stock? Have you ever visited eBay? Would you like to guess the result for eBay in USA, France and Japan?,People grow up in a system of values they tends to carry them throughout their lifetime. Transformation in the structure of society, its institution and the distr

6、ibution of wealth occur gradually in democratic countries. These make socio-culture environment become an important effecting factor to international marketing.,2. Components and the affects to international marketing,(1)Material culture 物質(zhì)文化 Technology and Economy (2)Social institutions 社會(huì)制度 Family

7、, Education, Political structure and Medium (3)Human and the universe 人和宇宙 Belief system (religion) 通過(guò)Google等網(wǎng)站查詢相關(guān)資料 參閱宗教禁忌 金澤著 社科文獻(xiàn)出版社 1999 (4)Aesthetics 美學(xué) Art, Folktale, Music, Drama and Dance,(5)Language,Verbal Language Accent Voice Non-verbal Language Physical (the silent language)-body langua

8、ge Gesture Eye contact Sign Yawn sniff,Cultural Differences,When Nike learned that this stylized “Air” logo resembled “Allah” in Arabic script, it apologized and pulled the shoes from distribution.,Do you understand the following advertisement message?,Teeth are Extracted by the Latest Methodist Bee

9、f rashers beaten up in the country peoples fashion. Specialist in Woman and Other Disease Drop your trousers here for best result Our wines leave you nothing to hope for We take your bags and send them in all directions Some message on the tag of a Japanese firm: Liver Putty, My Fanny, Strawberry Cr

10、ap Dessert, Hot Piss, Specialist in Deceased Children,(6)Business customs and amenity 商業(yè)習(xí)慣和禮儀 案例: 有一個(gè)美國(guó)人要到東京與一家日本公司簽定合約。第一天，日方邀請(qǐng)他去打高爾夫球，他贏了兩桿，第二天，日方又請(qǐng)他去打高爾夫球，他又贏了兩桿。第三天，當(dāng)日方提出去打高爾夫球時(shí)，他有些不滿，隨口說(shuō)：“我們什么時(shí)候談?wù)隆?。主人很吃驚，說(shuō)“我們一直在談?wù)隆?試：分析美國(guó)人和日本人的商業(yè)習(xí)慣,日語(yǔ) 阿拉伯語(yǔ) 拉丁語(yǔ) 西班牙語(yǔ) 意大利語(yǔ) 英國(guó)英語(yǔ) 法語(yǔ) 美國(guó)英語(yǔ) 斯堪地那維亞語(yǔ) 德語(yǔ) 瑞士語(yǔ),高語(yǔ)境的國(guó)家,低語(yǔ)境的

11、國(guó)家,(7)Negotiation and communication談判溝通,(8)Gender Bias 性別歧視,Discussion: Who will goes to Saudi Arabia in your opinion? Two senior vice presidents, Robert , VP of international sales, and Kate, VP of personnel, disagree on whom to send to Saudi Arabia to negotiate the sale of two major computer insta

12、llations worth approximately 35$ million. CC company has an excellent products and enjoys a good reputation in the area. With effective negotiation they are certain they can make a profitable sale. There are two candidates for the job, Jane and bill.,Introduction,Jane: MBA degree, 6 years internatio

13、nal experience with CC company, has successfully negotiated two major sales to firms in Norway and Sweden. Bill: has an excellent reputation and has a broad understanding of the product line just as Jane. His only international experience was two years ago ,when he accompanied a senior executive to

14、Japan to help negotiate a major sale, and he did a crucial role in the negotiation.,(9) Business Ethics 企業(yè)倫理,Bribery and Extortion 行賄和受賄 Lubrication and Subornation 打點(diǎn)和收買 Reference on the network： http:/www.transparency.de -printed reports-special report “beyond compliancecorruption as a business ri

15、sk”.,課后作業(yè)：設(shè)想你是一個(gè)公司的老板，目前正在爭(zhēng)取非洲某一地區(qū)的一筆大買賣，競(jìng)爭(zhēng)非常激烈。為了贏得這筆生意，你是否會(huì)使用賄賂這一方式？,3. The Role of Culture to International Marketing,All the components of culture will effect the firm success or no To value the marketing plan and the potential of the international market To help the firm acquaint itself with th

16、e characteristics of a market system in different country,.Cultural Value Conception,Weighing Index文化價(jià)值觀的衡量指標(biāo) Individualism / collective index (IDV)個(gè)人主義/集體主義指數(shù) Power distance index (PDI) 權(quán)利距離指數(shù) Uncertainty avoidance index (UAI) 不確定回避指數(shù) Masculinity / femininity (MAS) 男性化/女性化指數(shù),第四節(jié) 國(guó)際法律環(huán)境,一. 法律體系的基礎(chǔ) 1

17、. 英美法系 2. 大陸法系 3. 伊斯蘭法系 4. 三大法系的比較 5. 國(guó)際市場(chǎng)營(yíng)銷者必須注意的問(wèn)題,二. 國(guó)際法律爭(zhēng)端中的司法管轄權(quán),發(fā)生商業(yè)爭(zhēng)端時(shí),決定采取那種法律體系 你知道國(guó)際法庭嗎 處理主權(quán)國(guó)家之間國(guó)際爭(zhēng)端的組織機(jī)構(gòu),如海牙法庭及聯(lián)合國(guó)的主要司法機(jī)構(gòu) 發(fā)生爭(zhēng)端的雙方: (1)政府之間;(2)公司與政府之間;(3)公司之間. (1)可以通過(guò)國(guó)際法庭裁決,(2)(3)必須由爭(zhēng)端雙方中的一方國(guó)家的法庭處理或通過(guò)仲裁處理.如果是法律處理,最重要的問(wèn)題是應(yīng)該采用哪一國(guó)的法律,司法管轄權(quán)的決定: (1)根據(jù)合同中所包含的司法管轄權(quán)條款; (2)根據(jù)合同簽定的地點(diǎn);(3)根據(jù)合同條款的執(zhí)行地(

18、所在地原則),三. 國(guó)際爭(zhēng)端的解決,商業(yè)往來(lái)中可能出現(xiàn)的問(wèn)題: 購(gòu)貨者拒絕付款; 產(chǎn)品質(zhì)量低劣;裝運(yùn)貨物延誤 處理爭(zhēng)端的方法:非正式途徑解決爭(zhēng)議 調(diào)解 仲裁 訴訟,(一)調(diào)解,1. 什么是調(diào)解? 是爭(zhēng)端雙方請(qǐng)求第三方調(diào)節(jié)分歧從而達(dá)成協(xié)議,這種協(xié)議不具備約束力. 2.調(diào)解的性質(zhì) 私人性質(zhì) 3.調(diào)解的結(jié)果 效果最好,(二)仲裁,1.什么是仲裁? 由有關(guān)雙方選擇公正知情的一方或幾方作為仲裁人,然后由仲裁人判定事情的是非并作出雙方同意的執(zhí)行的裁決. 2.仲裁的性質(zhì) 民間性質(zhì),但是仲裁結(jié)果在法律上是有效的 3. 仲裁程序 接受仲裁請(qǐng)求,調(diào)解無(wú)效后組織仲裁法庭,指定仲裁員進(jìn)行仲裁,世界有名的仲裁機(jī)構(gòu)(中心

19、) 泛美商務(wù)仲裁委員會(huì) 加拿大-美國(guó)商務(wù)仲裁委員會(huì) 倫敦仲裁法庭 美國(guó)仲裁協(xié)會(huì) 國(guó)際商會(huì) 美洲商業(yè)爭(zhēng)端解決中心,案例,國(guó)際商會(huì)仲裁案件 一家英國(guó)公司與日本制造商簽定了一個(gè)合同,前者愿意以每個(gè)80美分的價(jià)格向后者購(gòu)買10萬(wàn)個(gè)塑料玩具娃娃.在此合同的基礎(chǔ)上,前者又與他人達(dá)成協(xié)議,以每個(gè)1.40美圓的價(jià)格將這批玩具全部賣掉.可是還未交貨,日本制造商便遇到了罷工.罷工的解決導(dǎo)致成本的增加.英國(guó)公司被告知,玩具娃娃的交貨價(jià)格已經(jīng)從每一個(gè)80美分提高到1.50美圓.美國(guó)公司堅(jiān)持說(shuō)日本公司既然已經(jīng)承諾以每個(gè)80美分交貨就應(yīng)該以此價(jià)格交貨.每一方都堅(jiān)持自己是正確的. 你認(rèn)為哪一方是正確的,為什么? 這個(gè)爭(zhēng)端應(yīng)

20、該如何解決?,(三)訴訟,盡量不采取訴訟的方式,原因如下: 事態(tài)的持續(xù)惡化 擔(dān)心會(huì)給人留下不良印象并損壞公共關(guān)系 擔(dān)心在外國(guó)法庭上受到不公正對(duì)待 難以收取所判給的罰金 采取法律行動(dòng)所必須的相對(duì)較高的時(shí)間和費(fèi)用 缺乏保密性,四.知識(shí)產(chǎn)權(quán)的保護(hù),哪些屬于知識(shí)產(chǎn)權(quán)的保護(hù)范圍? 公司創(chuàng)立的象征質(zhì)量的品牌或商標(biāo),產(chǎn)品的特色,優(yōu)于其他競(jìng)爭(zhēng)者的產(chǎn)品,工藝,設(shè)計(jì)和配方 知識(shí)產(chǎn)權(quán)保護(hù)方面存在的問(wèn)題: 1. 保護(hù)不足 2. 使用在先和注冊(cè)在先 英美法系與大陸法系的區(qū)別,3. 國(guó)際公約,(1)巴黎知識(shí)產(chǎn)權(quán)保護(hù)公約( The Paris Convention for the Protection of Industrial property) (2)泛美公約(The Inter-American Convention) (3)馬德里協(xié)定(The Madrid Arrangement) (4)專利合作協(xié)定(Patent Cooperation Treaty, PCT) (5)歐洲專利公約(European Patent Convention, EPC) (6)聯(lián)合國(guó)的世界知識(shí)產(chǎn)權(quán)組織(World Intellectu