ch04SocialandCulturalEnvironments(全球营销,沃伦

©2005PrenticeHall4-1Chapter4SocialandCulturalEnvironmentsPowerPointbyKristopherBlanchardNorthCentralUniversity©2005PrenticeHall4-2TaskofGlobalMarketersStudyandunderstandthecountryculturesinwhichtheywillbedoingbusinessIncorporatethisunderstandingintothemarketingplanningprocess©2005PrenticeHall4-3Introduction“Itisnotjustspeakingacommonlanguage.Itissharingacultureandunderstandingfriendshipsinthesameway”JuanVillanonga–FormerChairmanofTelefonica©2005PrenticeHall4-4Society,Culture,andGlobalConsumerCultureCulture–Waysofliving,builtupbyagroupofhumanbeings,thataretransmittedfromonegenerationtoanotherCultureisactedoutinsocialinstitutionsCulturehasbothconsciousandunconsciousvalues,ideasandattitudesCultureisbothmaterialandnonmaterial©2005PrenticeHall4-5Society,Culture,andGlobalConsumerCulture“Cultureisthecollectiveprogrammingofthemindthatdistinguishesthemembersofonecategoryofpeoplefromthoseofanother.”-GeertHofstede©2005PrenticeHall4-6Society,Culture,andGlobalConsumerCultureGlobalconsumerculturesareemerging–Personswhosharemeaningfulsetsofconsumption-relatedsymbols–Popculture;coffeeculture;fast-foodculturePrimarytheproductofaninterconnectedworld©2005PrenticeHall4-7Attitudes,BeliefsandValuesAttitudes-learnedtendencytorespondinaconsistentwaytoagivenobjectorentityBelief-anorganizedpatternofknowledgethatanindividualholdstobetrueabouttheworldValue-enduringbelieforfeelingthataspecificmodeofconductispersonallyorsociallypreferabletoanothermodeofconduct©2005PrenticeHall4-8ReligionReligionisoneimportantsourceofsociety’sbeliefs,attitudes,andvalues.Theworld’smajorreligionsinclude:Buddhism,Hinduism,Islam,Judaism,andChristianity.©2005PrenticeHall4-9Religion©2005PrenticeHall4-10AestheticsThesenseofwhatisbeautifulandwhatisnotbeautifulWhatrepresentsgoodtasteasopposedtotastelessnessorevenobscenityVisual–embodiedinthecolororshapeofaproduct,label,orpackageStyles–variousdegreesofcomplexity,forexampleareperceiveddifferentlyaroundtheworld©2005PrenticeHall4-11DietaryPreferencesWouldyoueat…..–Reindeer(Finland)–Rabbit(France)–Rice,soup,andgrilledfishforbreakfast(Japan)–Kimchi-Korea–Bloodsausage(Germany)©2005PrenticeHall4-12LanguageandCommunicationLinguisticCategoryLanguageExampleSyntaxEnglishhasrelativelyfixedwordorder;RussianhasrelativelyfreewordorderSemanticsJapanesewordsconveynuancesoffeelingforwhichotherlanguageslackexactcorrelations;‘yes’and‘no’canbeinterpreteddifferentlythaninotherlanguages.PhonologyJapanesedoesnotdistinguishbetweenthesounds‘l’and‘r’;EnglishandRussianbothhave‘l’and‘r’sounds.MorphologyRussianisahighlyinflectedlanguage,withsixdifferentcaseendingsfornounsandadjectives;Englishahsfewerinflections.©2005PrenticeHall4-13LanguageandCommunicationVerbalCuesNonverbalcuesorbodylanguage©2005PrenticeHall4-14Marketing’sImpactonCultureUniversalaspectsoftheculturalenvironmentrepresentopportunitiestostandardizeelementsofamarketingprogramImprovedcommunicationshavecontributedtoaconvergenceoftastesandpreferencesinanumberofproductcategories©2005PrenticeHall4-15Marketing’sImpactonCultureMovementhas70,000membersin35countries“Slowfoodisabouttheideathatthingsshouldnottastethesameeverywhere.”©2005PrenticeHall4-16High-andLow-ContextCulturesHighContext–Informationresidesincontext–Emphasisonbackground,basicvalues–Lessemphasisonlegalpaperwork–FocusonpersonalreputationSaudiArabia,JapanLowContext–Messagesareexplicitandspecific–Wordscarryallinformation–Relianceonlegalpaperwork–Focusonnon-personaldocumentationofcredibilitySwitzerland,US,Germany©2005PrenticeHall4-17High-andLow-ContextCulturesFactor/DimensionHighContextLowContextLawyersLessImportantVeryImportantAperson’swordIshis/herbondNotreliable–getitinwritingResponsibilityforOrganizationalerrorTakenbyhighestlevelPushedtothelowestlevelSpacePeoplebreatheoneachotherPrivatespacemaintainedTimePolychronicMonochronicCompetitiveBiddingInfrequentCommon©2005PrenticeHall4-18Hofstede’sCulturalTypologyPowerDistanceIndividualism/CollectivismMasculinityUncertaintyAvoidanceLong-termOrientation©2005PrenticeHall4-19Self-ReferenceCriterionandPerceptionUnconsciousreferencetoone’sownculturalvalues;createsculturalmyopiaHowtoReduceCulturalMyopia:–Definetheproblemorgoalintermsofhomecountryculturaltraits–Definetheproblemintermsofhost-countryculturaltraits;makenovaluejudgments–IsolatetheSRCinfluenceandexamineit–RedefinetheproblemwithouttheSRCinfluenceandsolve©2005PrenticeHall4-20DiffusionTheoryTheAdoptionProcessCharacteristicsofInnovationsCategoriesofAdopters©2005PrenticeHall4-21MarketingImplicationsThetopicsinthischaptermustbeconsideredwhenformulatingaglobalmarketingplanEnvironmentalSensitivityreflectstheextenttowhichproductsmustbeadaptedtotheculture-specificneedsofdifferentnationalmarkets©2005PrenticeHall4-22EnvironmentalSensitivity©2005PrenticeHall4-23LookingAheadtoChapter5ThePolitical,Legal,andRegulatoryEnvironmentsofGlobalMarketing©2005PrenticeHall4-24SocialInstitutionsFamilyEducationReligionGovernmentBusinessTheseinstitutionsfunctiontoreinforceculturalnormsReturn©2005PrenticeHall4-25MaterialandNonmaterialPhysicalcomponentsofcu