國(guó)際市場(chǎng)營(yíng)銷(xiāo)英文II-Social-and-Cultural-Environments

第二章國(guó)際市場(chǎng)營(yíng)銷(xiāo)環(huán)境InternationalMarketingEnvironmentInternationalmarketingprocess1.Appraisingtheinternationalmarketingenvironment2.Decidingwhethertogoabroad3.Decidingwhichmarkettoenter4.Decidinghowtoenterthemarket5.Decidingonthemarketingmix6.DecidingonthemarketingcontrolandmanagementThemaincontentsareasfollowing：

SocialandCulturalEnvironments

TaskofInternationalMarketersStudyandunderstandthecountryculturesinwhichtheywillbedoingbusinessIncorporatethisunderstandingintothemarketingplanningprocess“Peoplearedifferentaroundtheworld.Theirneeds,however,arethesame.Howtheysatisfytheirneedsisdifferent,andthisiswhatwemeanbyCULTURE.”-Dr.JohnCondonWhatisculture?DiscussWhatisCulture?“CultureisthecollectiveprogrammingofthemindthatdistinguishesthemembersofonecategoryofpeoplefromthoseofanotherGeertHofstede《Culture’sConsequences》Ifthemindisthehardware,cultureisthesoftware.WhatisCulture?Cultureisdefinedaswaysoflivingtransmittedfromonegenerationtoanotherthroughsocialinstitutions.Cultureisdividedintomaterialandnonmaterial

culture.

Culture’sPervasiveImpacttheimportanceofculturetoaninternationalmarketerDefinitionsElementsofCultureTheoryCultureispervasiveinallmarketingactivities—

in

pricing,promotion,channelsofdistribution,packaging,andstyling.ElementsofCulture(P26)LevelofEducation

LanguageReligionCustomsValuesandAttitudeLevelofEducationLiteracyrate

Enrolmentrates

AttitudetolifeIndividualbuyingbehaviorPatternofconsumptionValuestowardgoodsResponsetopromotionLowereducationallevelsHighereducationallevels

ExampleLanguageLanguageCommunication,Negotiation(Contract),Introduction(product),PromotionTradename,Trademark,Packing,Introduction

ContentQuantity

CountryNoVa(GM)Caribe

EKU

Caliente（Comet，F(xiàn)ord）LAPUTAExample：BodyLanguage

1.Sendagreeting

2.Trytocatchawaiter'seyeAmericanArabJapaneseMexican

AmericanMiddleEastJapaneseAfrican

ReligionConsumingbehavior

HolidayMarketsegmentChristmas;SpringFestival;RamadanSEIKO(日本精工)Muslim

MeccaIslam’smostsacredshrineCustomsEatinghabitEvaluation

中國(guó)人vs.日本人：荷花中國(guó)人vs.西方：紅色，白色希臘人、泰國(guó)人vs.中東人：黃色法國(guó)人：黃花

andsoon…..NEEDWhichoneisbetter?TheStoryoftheStoneTheDreamoftheRedChamber

ADreamofRedMansions

ADreamofRedMansions霍克斯

戴乃迭、楊憲益ValuesandAttitude

Example:BirthrateBirthrateshaveimplicationsforsellersofdiapers,toys,schools,andcollegesConsumptionofdifferenttypesoffoodmakepartofcultureChocolateSeafoodbeefWinesPastaSwissJapanBritishFranceItalyValuesandAttitudeHigh-andLow-Context

Cultures(高背景文化與低背景文化)High-andLow-ContextCultures(高背景文化與低背景文化)Contextofaculturecaneitherbehighorlowintermsof----

backgroundinformation.HighContextCulturesHighContextInformationresidesincontextEmphasisonbackground,associations,basicvaluesLessemphasisonlegalpaperworkFocusonpersonalreputationSaudiArabia,JapanLowContextcultureLowContextMessagesareexplicitandspecificWordscarryallinformationRelianceonlegalpaperworkFocusonnon-personaldocumentationofcredibilityUS,GermanyHigh-andLow-ContextCultures(P30)Factor/DimensionHighContextLowContextLawyersLessImportantVeryImportantAperson’swordIshis/herbondNotreliablegetitinwritingResponsibilityforOrganizationalerrorTakenbyhighestlevelPushedtothelowestlevelSpacePeoplebreatheoneachotherPrivatespacemaintainedTimePolychronic(多元時(shí)間觀)Monochronic(單一時(shí)間觀)CompetitiveBiddingInfrequentCommonInternationalComparison:

LawyersSpace

Touchhandshaking

WhataboutChina?High-contextcultureTheoryHofstede’sCulturalTypology

(P33)Maslow'shierarchyofneeds

(P32)Hofstede’sCulturalTypology

(文化類(lèi)型說(shuō))PowerDistanceIndividualism/CollectivismMasculinity/FemininityUncertaintyAvoidanceLong-termOrientation/Short-termOrientationThisdimensionistheextenttowhichlesspowerfulmembersofasocietyaccepttheunequaldistributionofpower.PowerDistanceThisdimensionisareflectionofthedegreetowhichindividualsinasocietyareintegratedintogroups

Inindividualistcultures,eachpersonissupposedtotakecareonlyofthemselvesandtheirimmediatefamilies.Incollectivistcultures,society'smembersareintegratedintocohesivein-groups.Individualism/CollectivismUncertaintyAvoidance

Uncertaintyavoidanceistheextenttowhichthemembersofasocietyareuncomfortablewithunclear,ambiguous（,orunstructuredsituations.

Masculinity/FemininityMasculinitydescribesasocietyinwhichmenareexpectedtobeassertive,competitive,andconcernedwithmaterialsuccess,andwomenfulfilltheroleofnurturerandareconcernedwithissuessuchasthewelfareofchildren.Femininitydescribesasocietyinwhichthesocialrolesofmenandwomen

overlap,withneithergenderexhibitingoverlyambitiousorcompetitivebehavior.

Long-termOrientation/Short-termOrientationLong-termvalues

PersistenceOrderingrelationships

bystatusThrift(節(jié)儉)

AsenseofshameWhataboutChina?ChinaV.S.JapanMarketingImplicationsofHofstede’sCulturalTypology

（文化類(lèi)型說(shuō)）Inbrandbuilding:

Whichonearelikelytoexhibithighbrandloyalty?A:BuyersinhighuncertaintyavoidancecultureB:BuyersinlowuncertaintyavoidancecultureIn

investmentmodechoosing:companiesin_____culturesprefersoleownershipofsubsidiariestoprovidemorecontrol.companiesin_____culturesaremoreapttousejointventures.HighPDILowPDIInmarketingcommunication:Whichkindofculturewillbemorelikelytoresultinthesuccessofword-of-mouthcommunication?CollectivistcultureIndividualistculture

Inbrandimagescreating:Afunctionalbrandimageisorientedtowardproblemsolvingandproblemprevention.Productswithasocialbrandimagefulfillconsumers‘needsforgroupmembershipandaffiliationAproductwithsensoryappealprovidesnovelty,variety,andsensorygratification.Matchtermsintheleftcolumnwithtermsintherightcolumn:highpowerdistanceLowpowerdistancehighindividualismlowindividualismsocialbrandimagesfunctionalbrandimagessensorybrandimagesCase:AnAmericanexecutivetoldthefollowingstory:“MyfirsttriptoJapanwasprettymuchadisasterforseveralreasons.Themeetingdidn’trunsmoothlybecauseeverydayatleast20,ifnotmore,peoplecamewalkinginandoutoftheroomjusttolookatme.Itisonethingtoseeawomanatthenegotiationtable,buttoseeawomanwhoisblonde,young,andverytallbyJapanesestandardsleadingthediscussionwasmorethanoutoftheJapanesemencouldhandle.EventhoughIwastheleadingnegotiatorfortheFordteam,theJapanesewouldgooutoftheirwaytoavoidspeakingdirectlytome.AtthenegotiationtableIpurposelysatinthecenterofmyteam,inthespokesperson’sstrategicposition.Theirkeypersonwouldnotsitacrossfromme,butrathertwoplacesdown.

Also,noonewouldaddressquestionsorremarkstome-toeveryone(allmale)onourteam-butnonetome.Theywouldneversaymynameoracknowledgemypresence.Andmostdisconcertingofall,theyappearedtobelaughingatme.Wewouldbetalkingaboutaserioustopicsuchasproductliability,Iwouldmakeapointoraskaquestion,andafterabarrageofJapanese,theywouldallstartlaughing.”AccordingtoHofstede’sculturetypology,whichoneofculturedimensionscanbeassociatedwiththiscase?WhatcharacteristicisJapanesecultureintermsofthisdimension?Howcanshedealwiththisculturechallenge?

Masculinity/FemininityMasculinitySolution:

BuildpersonalrelationshipswithJapaneseMyhusband,alsoaFordmanagerworkingwithJapaneseclients,andIdecidedtohaveafewofourMazdaassociatesoverforan“All-American”dinnerduringtheirnexttriptoDetroit.Sowestartedoutinvitingthreepeopletoourhome.WethoughtthiswouldbeaniceintimatewaytogettoknoweachotherandprovidetheJapanesewithanhonest-to-goodnesshomemadeAmericanmeal.Bytheeveofthedinnerwordhadgottenoutandwehad13fordinner.Theysortofinvitedthemselves,theychangedtheirmeetingsaround,andsomeevenflewinfromtheChicagoAutoShow.Wehadawonderfultimeandforthefirsttimetheysawmeasaperson,amomandawifeaswellasabusinessassociate.Wetalkedaboutfamilies,somebusiness,notparticulars,butworldeconomicsandtheautoindustryingeneral.ThedinnerpartywasakeyturningpointinmyrelationshipwithMazda.MarketingImplicationsofSocialandCulturalEnvironments

EnvironmentalSensitivityreflectstheextenttowhichproductsmustbeadaptedtotheculture-specificneedsofdifferentnationalmarkets.Thegreatertheenvironmentalsensitivity,themoremanagersmustaddresscountry-specificeconomic,regulatory,technological,social,andculturalenvironmentalconditions.EnvironmentalSensitivity

環(huán)境敏感性Consumerproductsareprobablymoresensitivetoculturethanindustrialproducts.HungerisabasicneedinMaslow'shierarchy;butwhatpeopleeatisstronglyinfluencedbyculture.Maslow'shierarchyofneedsNeeds,WantsandDemandsNeed:

StatesoffeltdeprivationThemostbasicconceptunderlyingmarketingisthatofhumanneeds.Needsarethebasicforcesthatdrivecustomerstotakeactionandengageinexchanges.Weallhavebasicphysicalneedscriticaltooursurvival,suchasfood,drink,warmth,shelter,sleepandsecurity.Wealsohavesocialandindividualneedscriticaltoourpsychologicalwell-being,socialneedforbelonging,love,esteemandindividualneedsforknowledgeandself-fulfillment.AccordingtoMaslow'shierarchyofneeds,hedivideshuman'sneedsintofivelevels:basicneeds,safetyneeds,socialneeds,esteemneedsandself-fulfillmentneeds.Heusuallyusesatriangleorpyramidshapetodescribehistheory.馬斯洛需求層次理論Question:

Dothemarketerscreate

humanneeds?

Marketersplaynoroleincreatingneeds.Theyarenaturaldefaultrequirementsofeveryhumanbeings.MarketersneedWantsWants:theformhumanneedstakeasshapedbycultureandindividualpersonality.Suchas:Apersonwantsparticularproducts,brandsandservicestosatisfyaneed.

ApersonisthirstyandwantsaCoke.ApersonistiredandwantsavacationinShanghai.Basicneedsarerelativelyfew,butpeople'swantsareunlimited,theyareshapedbysocialinfluences,theirpasthistoryandconsumptionexperiences.Differentpeople,then,mayhaveverydifferentwantstosatisfythesameneed.Everyoneneedstokeepwarmoncoldwinternights,forinstance.Butsomepeoplewantelectricblankets,whileotherspreferold-fashiondowncomforters.Justbecauseofthis,itgiveroomorscopetothemarketer.Amajorpartofamarketer'sjobistodevelop