全球营销学课件chap3socialandculturalenvironments.pptVIP

Chapter 3Social and Cultural Environments Task of Global Marketers Study and understand the country cultures in which they will be doing business Incorporate this understanding into the marketing planning process “People are different around the world. Their needs, however, are the same. How they satisfy their needs is different, and this is what we mean by CULTURE.”  - Dr. John Condon What is Culture? “Culture is the collective programming of the mind that distinguishes the members of one category of people from those of another.”文化是思维的集体性程序，这种程序使某一群体与其他群体区分开来。 Geert Hofstede If the mind is the hardware, culture is the software What is Culture? Culture is defined as ways of living transmitted from one generation to another through social institutions Culture is divided into material and nonmaterial culture. High- and Low-Context Cultures高背景文化与低背景文化 High Context Information resides in context信息存在于情景中 Emphasis on background, associations, basic values Less emphasis on legal paperwork不强调法律文件 Focus on personal reputation看重个人信誉 Saudi Arabia, Japan Low Context Messages are explicit and specific信息明确具体 Words carry all information Reliance on legal paperwork依赖法律文件 Focus on non-personal documentation of credibility看重信誉的文件证明 Switzerland, US, Germany High- and Low-Context Cultures International Comparison: Lawyers Hofstede’s Cultural Typology Power Distance权力距离 Individualism / Collectivism个人主义/集体主义 Masculinity/Femininity男性化/女性化 Uncertainty Avoidance不确定性避免 Long-term Orientation/Short-term Orientation长期导向/短期导向 Power Distance权力距离 This dimension is the extent to which less powerful members of a society accept the unequal distribution of power. Individualism/Collectivism个人主义/集体主义 This dimension is a reflection of the degree to which individuals in a society are integrated into groups In individualist cultures, each person is supposed to take care only of themselves and their immediate families直系亲属 In collectivist cultures, societys members are integrat