英文课件 国际市场营销 chapter 04.pptVIP

Culture has been conceptualized as: “Software of the mind” culture is a guide for humans on how to think and behave; it is a problem-solving tool (Hofstede) An invisible barrier… a completely different way of organizing life, of thinking, and of conceiving the underlying assumptions about the family and the state, the economic system, and even Man himself” (Hall) A “thicket” (U.S. Ambassador Hodgson) The family, social classes, group behavior, age groups, and how societies define decency and civility are interpreted differently within every culture (1) Family behavior varies across the world, e.g., extended families living together to Dad washing dishes (2) Religious value systems differ across the world, e.g., Muslims not allowed to eat pork to Hindus not allowed to consume beef (3) School and education, and literacy rates affect culture and economic growth (4) Media (magazines, TV, the Internet) influences culture and behavior (5) Government policies influence the thinking and behaviors citizens of adult citizens, e.g., the French government offers new “birth bonuses” of $800 given to women as an incentive to increase family size (6) Corporations influence culture via the products they market, e.g., MTV Cultural values Rituals Symbols Beliefs, and Thought processes Individualism/Collective Index (IDV), which focuses on self-orientation Power Distance Index (PDI), which focuses on authority orientation Uncertainty Avoidance Index (UAI), which focuses on risk orientation; and Masculinity/Femininity Index (MAS), which focuses on assertiveness and achievement The Individualism/Collective Index refers to the preference for behavior that promotes one’s self-interest High IDV cultures reflect an “I” mentality and tend to reward and accept individual initiative Low IDV cultures reflect a “we” mentality and generally subjugate the individual to the group Collectivism pertains to societies in which people from birth onward are integrated into strong, co