国际市场营销004.ppt

I n t e r n a t i o n a l M a r k e t i n g What Should You Learn? The importance of culture to an international marketer The origins（起源） and elements of culture The impact of cultural borrowing（借鉴） The strategy of planned change and its consequences（结果） Global Perspective Equities and eBay – Culture Gets in the Way Culture deals with a group’s design for living The successful marketer clearly must be a student of culture Markets are the result of the three-way interaction of a marketer’s Economic conditions Efforts（营销活动） All other elements of culture The use of something new is the beginning of cultural change The marketer becomes a change agent（发起者） Culture’s Pervasive Impact Culture affects every part of our lives, every day, from birth to death, and everything in between Japan – the year of the Fire Horse As countries move from agricultural(农业) to industrial to services economies’ birthrates decline Consequences of consumption Tobacco（烟草） Culture not only affects consumption, it also affects production Stomach cancer（胃癌） in Japan Birthrates (per 1000 women) Exhibit 4.1 Patterns of Consumption (annual per capita) Exhibit 4.2 Consequences of Consumption Exhibit 4.3 Human Universals – Myth of Diversity人类的共性-多样性 Use metaphors Have a system of status and roles Are ethnocentric Create art Conceive of success and failure Create groups antagonistic to outsiders Imitate outside influences Resist outside influences Consider aspects of sexuality private Express emotions with face Reciprocate Use mood altering drugs Overestimate objectivity of thought Fear of snakes Recognize economic obligations in exchanges of goods and services Trade and transport of goods Definitions and Origins of Culture Traditional definition of culture Culture is the sum of the values, rituals（礼仪）, symbols, beliefs, and thought processes that are learned, shared by a group of people, and transmitted from generation to generation Humans make adaptations to changing environments thro