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4.5 了解文化差异的重要性The Importance of National Culture 文化 Culture 该国人民普遍具有的信念、价值观、知识以及行为模式。 shared set of beliefs, values, knowledge, and patterns of behavior common to a group of people 文化向度 Cultural Dimensions 低情境文化 Low-context culture 大多数人们对某件事情或某个现象的了解源自于文字或语言。 shared meanings are primarily derived from written and spoken words 高情境文化 High-context culture 大多数人们对某件事情或某个现象的了解源自于情境暗示。 people rely heavily on situational cues for meaning when communicating with others 霍夫斯塔德四个文化向度模式Hofstede’s Model of Four Cultural Dimensions 个人主义╱集体主义 Individualism/collectivism 人们间的社会关系有多么紧密或松散。 how loosely or tightly are people socially bonded 权力距离 Power distance 人们对权力不平等的接受度有多高。 how much do people accept inequality in power 避免不确定性 Uncertainty avoidance 人们希望确定性的程度有多強。 how strongly do people desire certainty 男性气概╱女性特质 Masculinity/femininity 人们对于男女特质的刻板印象的看法有多強烈。 how much do people embrace stereotypical male or female traits 霍夫斯塔德四个文化向度模式Hofstede’s Model of Four Cultural Dimensions GLOBE专案模式 The Globe Project’s Nine Cultural Dimensions 权力距离 Power distance 避免不確定性 Uncertainty avoidance 组织集体主义Institutional collectivism 团体内集体主义 In-group collectivism 性別平等 Gender equality 专案性 Assertiveness 未來导向 Future orientation 绩效导向 Performance orientation 人性导向 Human orientation 文化的其他向度Other Cultural Variations 语言 Language 非语言沟通 Non-verbal communication 时间观念Time orientation 专注性时间观 Focused 一次只做一件事情 发散性时间观 Divergent 一次做很多事情 宗教信仰 Religion The correct answer is “A” – e-commerce. See slide 4-6. Multimedia Lecture Support Package to Accompany Basic Marketing Lecture Script 6-* The correct answer is “A” – e-commerce. See slide 4-6. Multimedia Lecture Support Package to Accompany Basic Marketing Lecture Script 6-* The correct answer is C - geocentric Page: 117 LO: 2 Difficulty: Moderate AACSB: 1, 5, 6 BT: Application Multimedia Lecture Support Package to Accompany Basic Marketing Lectu