市场营销Chap003精选.pptVIP

3-* Summary Without a historical understanding of a culture, the attitudes within the marketplace may not be fully understood The study of history and geography is needed to provide the marketer with an understanding of why a country has developed as it has rather than as a guide for adapting marketing plans * Culture can be defined as a society’s accepted basis for responding to external and internal events. The goal of this chapter is to introduce the reader to the impact of history and geography on the marketing process. We’ll cover the influence that history has had on behavior and attitud