國際市場營銷雙語教程課件-cha3

Chapter3ManagingtheCulturalDifferencesinInternationalMarketingChapter3ManagingtheCulturLearningObjectives本章學(xué)習(xí)目標(biāo)1.Identifytheelementsofcultureandexaminehowtheyaffectmarketingpractices.識(shí)別文化因素，并且清楚其如何在世界范圍內(nèi)影響營銷活動(dòng)。2.Describetheglobalconsumercultureasitmanifestsitselfaroundtheworld.從全球范圍來描述全球化的顧客文化。3.Understandthecountermeasureincross-culturalmanagement.了解跨文化管理的對(duì)策。LearningObjectivesFramework1、TheRoleofCulturalForces2、ResolvingtheMultinationalParadoxeswithCommonFrameworks3、ManagingCulturalBiasesandMentalSets4、TheSixPerspectivesonManagingCulturalDifferences5、TheRoleofPersonalRelationships6、FocusontheIndividualorontheGroup7、AboutEquality8、LanguageandInformationExchange9、TheValueoftime10、Institution,Business,andIndividual11、ManagingCulturalDifferences，SituationbySituation12、SynergisticallyManagingCulturalDifferencesFramework1、TheRoleofCulturaDefiningCultureAnintegratedsystemoflearnedbehaviorpatternsthataredistinguishingcharacteristicsofthemembersofanygivensociety.Thedefinitionencompassesawidevarietyofelements,frommaterialistictothespiritual.DefiningCultureAnintegratedAcculturationAdjustingoradaptingtoaspecificcultureotherthanone’sown…and“oneofthekeystosuccessininternationaloperations.AcculturationAdjustingoradapContextCulturesHigh-contextcultureiswherethesocialcontextinwhichwhatissaidstronglyaffectsthemeaningofthemessage.Examples:JapanandSaudiArabiaLow-contextcultureiswherethemeaningofthemessageisexplicitlyexpressedbythewordsandislessaffectedbythesocialcontext.Example:NorthAmericaContextCulturesHigh-contextcElementsofCultureElementsLanguageverbalnon-verbalReligionValuesandAttitudesMannersandCustomsMaterialElementsAestheticsEducationSocialInstitutionsElementsofCultureElementsLanLanguageVerbalHowwordsarespoken.Gesturesmade.Bodypositionassumed.Degreeofeyecontact.Locallanguagecapability’s

importantroleininternationalmarketingAidsininformationgatheringandevaluation.Providesaccesstolocalsociety.Importanttocompanycommunications.Allowsforinterpretationofcontexts.LanguageVerbalNonverbalLanguageHiddenlanguageofculturesTimeflexibilityandsensibility.Socialacquaintanceandrapport.Personalphysicalspaceandpersonaltouching.Non-verbalgesturesandsignaling.NonverbalLanguageHiddenlanguDominateReligionsofTheWorldChristianity-2.0billionfollowersIslam-1.2billionfollowersHinduism-860millionfollowersBuddhism-360millionfollowersConfucianism-150millionfollowersDominateReligionsofTheWorlMannersandCustomsPotentialproblemareasformarketersarisefromaninsufficientunderstandingof:differentwaysofthinking.thenecessityofsavingface.knowledgeandunderstanding

ofthehostcountry.thedecision-makingprocess

andpersonalrelations.theallocationoftime

fornegotiations.MannersandCustomsPotentialpSocialInstitutionsKinshiprelationshipsimmediateandextendedfamilySocialstratificationReferencegroupsPrimaryreferencegroupsfamily,coworkersSecondaryreferencegroupsprofessionalassociations,tradeorganizationsSocialInstitutionsKinshiprelToGiveorNotToGiveToGiveorNotToGiveMakingCultureWorkEmbracelocalculture.Buildrelationships.Employlocalstogainculturalknowledge.Helpemployeesunderstandyou.Adaptproductsandprocessestolocalmarkets.Coordinatebyregion.MakingCultureWorkEmbraceloc國際市場營銷雙語教程課件-cha3AModelAModelTheChapter’sReferentialQuestions:本章參考題（1）Discussthedefinitionandconcept“culture”andthedifferentwaysitcanimpactoninternationalmarketing.談?wù)勱P(guān)于“文化”的定義和概念，以及文化對(duì)于國際市場營銷活動(dòng)所產(chǎn)生的影響（2）Describesomeoftheproblemsinvolvedinbalancingglobalandlocalapproachesininternationalmarketing.敘述在實(shí)施國際市場營銷中平衡全球化思維和當(dāng)?shù)鼗\(yùn)作過程中會(huì)面臨的問題，舉例說明（3）Whatarecommonframeworksinmanagingtheculturaldifferences?在管理文化差異方面，有那些可以應(yīng)用的通用型方法？（4）Identifysomegeneralguidelinesforunderstandingandmanagingculturaldifferences.敘述在理解和管理文化差異方面的普遍原則（5）Discusstheroleofpersonalrelationshipsindifferentculturesandthewaysinwhichthesevaryingrolescanaffectbusinessdealingsindifferentcountriescultures.Givespecificexamples.舉例說明人際關(guān)系在不同文化中的作用，人際關(guān)系在不同文化背景下商業(yè)運(yùn)作所起的作用（6）Howtosynergisticallymanagingtheculturaldifferencesininternationalmarketing?談?wù)勗趪H市場營銷實(shí)踐中，如何將差異轉(zhuǎn)化為合力？（7）WhyisthattheEnglishisthegenerallyacceptedlanguageofbusiness,butmostinternationalmanagersshallhavetousethesecondlanguage,nottheirprimaryone.為什么英語是通用的第一語言，但作為跨國企業(yè)的領(lǐng)導(dǎo)人除了母語之外還應(yīng)掌握第二語言？（8）BeingastudentmajoringInternationalMarketing,doyouhaveyourownCulturalBiasesandMentalSetsandhowtomanagethem?作為一名學(xué)習(xí)國際市場營銷專業(yè)的學(xué)生，你有自己的文化偏見和思維定勢？如何管理你的文化偏見和思維定勢？TheChapter’sReferentialQuesChapter3ManagingtheCulturalDifferencesinInternationalMarketingChapter3ManagingtheCulturLearningObjectives本章學(xué)習(xí)目標(biāo)1.Identifytheelementsofcultureandexaminehowtheyaffectmarketingpractices.識(shí)別文化因素，并且清楚其如何在世界范圍內(nèi)影響營銷活動(dòng)。2.Describetheglobalconsumercultureasitmanifestsitselfaroundtheworld.從全球范圍來描述全球化的顧客文化。3.Understandthecountermeasureincross-culturalmanagement.了解跨文化管理的對(duì)策。LearningObjectivesFramework1、TheRoleofCulturalForces2、ResolvingtheMultinationalParadoxeswithCommonFrameworks3、ManagingCulturalBiasesandMentalSets4、TheSixPerspectivesonManagingCulturalDifferences5、TheRoleofPersonalRelationships6、FocusontheIndividualorontheGroup7、AboutEquality8、LanguageandInformationExchange9、TheValueoftime10、Institution,Business,andIndividual11、ManagingCulturalDifferences，SituationbySituation12、SynergisticallyManagingCulturalDifferencesFramework1、TheRoleofCulturaDefiningCultureAnintegratedsystemoflearnedbehaviorpatternsthataredistinguishingcharacteristicsofthemembersofanygivensociety.Thedefinitionencompassesawidevarietyofelements,frommaterialistictothespiritual.DefiningCultureAnintegratedAcculturationAdjustingoradaptingtoaspecificcultureotherthanone’sown…and“oneofthekeystosuccessininternationaloperations.AcculturationAdjustingoradapContextCulturesHigh-contextcultureiswherethesocialcontextinwhichwhatissaidstronglyaffectsthemeaningofthemessage.Examples:JapanandSaudiArabiaLow-contextcultureiswherethemeaningofthemessageisexplicitlyexpressedbythewordsandislessaffectedbythesocialcontext.Example:NorthAmericaContextCulturesHigh-contextcElementsofCultureElementsLanguageverbalnon-verbalReligionValuesandAttitudesMannersandCustomsMaterialElementsAestheticsEducationSocialInstitutionsElementsofCultureElementsLanLanguageVerbalHowwordsarespoken.Gesturesmade.Bodypositionassumed.Degreeofeyecontact.Locallanguagecapability’s

importantroleininternationalmarketingAidsininformationgatheringandevaluation.Providesaccesstolocalsociety.Importanttocompanycommunications.Allowsforinterpretationofcontexts.LanguageVerbalNonverbalLanguageHiddenlanguageofculturesTimeflexibilityandsensibility.Socialacquaintanceandrapport.Personalphysicalspaceandpersonaltouching.Non-verbalgesturesandsignaling.NonverbalLanguageHiddenlanguDominateReligionsofTheWorldChristianity-2.0billionfollowersIslam-1.2billionfollowersHinduism-860millionfollowersBuddhism-360millionfollowersConfucianism-150millionfollowersDominateReligionsofTheWorlMannersandCustomsPotentialproblemareasformarketersarisefromaninsufficientunderstandingof:differentwaysofthinking.thenecessityofsavingface.knowledgeandunderstanding

ofthehostcountry.thedecision-makingprocess

andpersonalrelations.theallocationoftime

fornegotiations.MannersandCustomsPotentialpSocialInstitutionsKinshiprelationshipsimmediateandextendedfamilySocialstratificationReferencegroupsPrimaryreferencegroupsfamily,coworkersSecondaryreferencegroupsprofessionalassociations,tradeorganizationsSocialInstitutionsKinshiprelToGiveorNotToGiveToGiveorNotToGiveMakingCultureWorkEmbracelocalculture.Buildrelationships.Employlocalstogainculturalknowledge.Helpemployeesunderstandyou.Adaptproductsandprocessestolocalmarkets.Coordinatebyregion.MakingCultureWorkEmbraceloc國際市場營銷雙語教程課件-cha3AModelAModelTheChapter’sReferentialQuestions:本章參考題（1）Discussthedefinitionandconcept“culture”andthedifferentwaysitcanimpactoninternationalmarketing.談?wù)勱P(guān)于“文化”的定義和概念，以及文化對(duì)于國際市場營銷活動(dòng)所產(chǎn)生的影響（2）Describesomeoftheproblemsinvolvedinbalancingglobalandlocalapproachesininternationalmarketing.敘述在實(shí)施國際市場營銷中平衡全球