ch04SocialandCulturalEnvironments全球營(yíng)銷(xiāo),沃倫

1、Chapter 4Social and Cultural Environments by Kristopher BlanchardNorth Central UniversityTask of Global MarketersStudy and understand the country cultures in which they will be doing businessIncorporate this understanding into the marketing planning processIntroduction“It is not just speaking a comm

2、on language. It is sharing a culture and understanding friendships in the same wayJuan Villanonga Former Chairman of TelefonicaSociety, Culture, and Global Consumer CultureCulture Ways of living, built up by a group of human beings, that are transmitted from one generation to anotherCulture is acted

3、 out in social institutionsCulture has both conscious and unconscious values, ideas and attitudesCulture is both material and nonmaterialSociety, Culture, and Global Consumer Culture“Culture is the collective programming of the mind that distinguishes the members of one category of people from those

4、 of another.- Geert HofstedeSociety, Culture, and Global Consumer CultureGlobal consumer cultures are emergingPersons who share meaningful sets of consumption-related symbolsPop culture; coffee culture; fast-food culturePrimary the product of an interconnected worldAttitudes, Beliefs and ValuesAttit

5、udes - learned tendency to respond in a consistent way to a given object or entityBelief - an organized pattern of knowledge that an individual holds to be true about the worldValue - enduring belief or feeling that a specific mode of conduct is personally or socially preferable to another mode of c

6、onductReligionReligion is one important source of societys beliefs, attitudes, and values. The worlds major religions include: Buddhism, Hinduism, Islam, Judaism, and Christianity.ReligionAestheticsThe sense of what is beautiful and what is not beautifulWhat represents good taste as opposed to taste

7、lessness or even obscenityVisual embodied in the color or shape of a product, label, or packageStyles various degrees of complexity, for example are perceived differently around the worldDietary PreferencesWould you eat.Reindeer (Finland)Rabbit (France)Rice, soup, and grilled fish for breakfast (Jap

8、an)Kimchi - KoreaBlood sausage (Germany)Language and CommunicationLinguistic CategoryLanguage ExampleSyntaxEnglish has relatively fixed word order; Russian has relatively free word orderSemanticsJapanese words convey nuances of feeling for which other languages lack exact correlations; yes and no ca

9、n be interpreted differently than in other languages.PhonologyJapanese does not distinguish between the sounds l and r; English and Russian both have l and r sounds.MorphologyRussian is a highly inflected language, with six different case endings for nouns and adjectives; English ahs fewer inflectio

10、ns.Language and CommunicationVerbal CuesNonverbal cues or body languageMarketings Impact on CultureUniversal aspects of the cultural environment represent opportunities to standardize elements of a marketing programImproved communications have contributed to a convergence of tastes and preferences i

11、n a number of product categoriesMarketings Impact on CultureMovement has 70,000 members in 35 countries“Slow food is about the idea that things should not taste the same everywhere.High- and Low-Context CulturesHigh ContextInformation resides in contextEmphasis on background, basic valuesLess emphas

12、is on legal paperworkFocus on personal reputationSaudi Arabia, JapanLow ContextMessages are explicit and specificWords carry all informationReliance on legal paperworkFocus on non-personal documentation of credibilitySwitzerland, US, GermanyHigh- and Low-Context CulturesFactor/DimensionHigh ContextL

13、ow ContextLawyersLess ImportantVery ImportantA persons wordIs his/her bondNot reliable get it in writingResponsibility forOrganizational errorTaken by highest levelPushed to the lowest levelSpacePeople breathe on each otherPrivate space maintainedTimePolychronicMonochronicCompetitive BiddingInfreque

14、ntCommonHofstedes Cultural TypologyPower DistanceIndividualism / CollectivismMasculinityUncertainty AvoidanceLong-term OrientationSelf-Reference Criterion and PerceptionUnconscious reference to ones own cultural values; creates cultural myopiaHow to Reduce Cultural Myopia:Define the problem or goal

15、in terms of home country cultural traitsDefine the problem in terms of host-country cultural traits; make no value judgmentsIsolate the SRC influence and examine itRedefine the problem without the SRC influence and solveDiffusion TheoryThe Adoption ProcessCharacteristics of InnovationsCategories of

16、AdoptersMarketing ImplicationsThe topics in this chapter must be considered when formulating a global marketing planEnvironmental Sensitivity reflects the extent to which products must be adapted to the culture-specific needs of different national marketsEnvironmental SensitivityLooking Ahead to Cha

17、pter 5The Political, Legal, and Regulatory Environments of Global MarketingSocial InstitutionsFamilyEducationReligionGovernmentBusinessThese institutions function to reinforce cultural normsReturnMaterial and NonmaterialPhysical components of cultureObjectsArtifactsClothingToolsPicturesHomesSubjecti

18、ve or abstract cultureReligionPerceptionsAttitudesBeliefsValuesReturnAesthetics and ColorWhat do you associate with Red?Active, hot, vibrantWeddings in some Asian culturesPoorly received in African countriesWith white?Purity, cleanlinessDeath in parts of AsiaReturnPhonology in actionColgate is a Spanish command that means go hang yourselfTechnology implications for Text messages8282 means hurry up (Korea)7170 means close friend (Korea)4 5683 968 means I Love You (Korea)ReturnThe Adoption Proc