國際市場營銷課件第四章 國際文化與法律環(huán)境.ppt

1、2 Socio-cultural Environment,社會文化環(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 社會制度 Family

7、, Education, Political structure and Medium (3)Human and the universe 人和宇宙 Belief system (religion) 通過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: 有一個美國人要到東京與一家日本公司簽定合約。第一天，日方邀請他去打高爾夫球，他贏了兩桿，第二天，日方又請他去打高爾夫球，他又贏了兩桿。第三天，當(dāng)日方提出去打高爾夫球時，他有些不滿，隨口說：“我們什么時候談?wù)隆?。主人很吃驚，說“我們一直在談?wù)隆?試：分析美國人和日本人的商業(yè)習(xí)慣,日語 阿拉伯語 拉丁語 西班牙語 意大利語 英國英語 法語 美國英語 斯堪地那維亞語 德語 瑞士語,高語境的國家,低語境的

11、國家,(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)想你是一個公司的老板，目前正在爭取非洲某一地區(qū)的一筆大買賣，競爭非常激烈。為了贏得這筆生意，你是否會使用賄賂這一方式？,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文化價值觀的衡量指標(biāo) Individualism / collective index (IDV)個人主義/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. 國際市場營銷者必須注意的問題,二. 國際法律爭端中的司法管轄權(quán),發(fā)生商業(yè)爭端時,決定采取那種法律體系 你知道國際法庭嗎 處理主權(quán)國家之間國際爭端的組織機(jī)構(gòu),如海牙法庭及聯(lián)合國的主要司法機(jī)構(gòu) 發(fā)生爭端的雙方: (1)政府之間;(2)公司與政府之間;(3)公司之間. (1)可以通過國際法庭裁決,(2)(3)必須由爭端雙方中的一方國家的法庭處理或通過仲裁處理.如果是法律處理,最重要的問題是應(yīng)該采用哪一國的法律,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;(3)根據(jù)合同條款的執(zhí)行地(

18、所在地原則),三. 國際爭端的解決,商業(yè)往來中可能出現(xiàn)的問題: 購貨者拒絕付款; 產(chǎn)品質(zhì)量低劣;裝運貨物延誤 處理爭端的方法:非正式途徑解決爭議 調(diào)解 仲裁 訴訟,(一)調(diào)解,1. 什么是調(diào)解? 是爭端雙方請求第三方調(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 接受仲裁請求,調(diào)解無效后組織仲裁法庭,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 加拿大-美國商務(wù)仲裁委員會 倫敦仲裁法庭 美國仲裁協(xié)會 國際商會 美洲商業(yè)爭端解決中心,案例,國際商會仲裁案件 一家英國公司與日本制造商簽定了一個合同,前者愿意以每個80美分的價格向后者購買10萬個塑料玩具娃娃.在此合同的基礎(chǔ)上,前者又與他人達(dá)成協(xié)議,以每個1.40美圓的價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.英國公司被告知,玩具娃娃的交貨價格已經(jīng)從每一個80美分提高到1.50美圓.美國公司堅持說日本公司既然已經(jīng)承諾以每個80美分交貨就應(yīng)該以此價格交貨.每一方都堅持自己是正確的. 你認(rèn)為哪一方是正確的,為什么? 這個爭端應(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)心會給人留下不良印象并損壞公共關(guān)系 擔(dān)心在外國法庭上受到不公正對待 難以收取所判給的罰金 采取法律行動所必須的相對較高的時間和費用 缺乏保密性,四.知識產(chǎn)權(quán)的保護(hù),哪些屬于知識產(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)于其他競爭者的產(chǎn)品,工藝,設(shè)計和配方 知識產(chǎn)權(quán)保護(hù)方面存在的問題: 1. 保護(hù)不足 2. 使用在先和注冊在先 英美法系與大陸法系的區(qū)別,3. 國際公約,(1)巴黎知識產(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)合國的世界知識產(chǎn)權(quán)組織(World Intellectu