国际市场营销3enviorment2概要1.pptVIP

Walt Whitman Rostow 1916— Chapter 3The Internation Marketing Environment (Ⅱ) Ⅰ)The model of economic development The Rostow Modernization Model P25 1) Traditional Society(传统社会阶段) --Countries in the traditional society stage are characterized by an economic structure that is dominated by agriculture. ⅡSocial andCulture Environment 1）Culture Definition An integrated system of learned behavior patterns that are distinguishing characteristics of the members of any given society. The definition encompasses a wide variety of elements, from materialistic to the spiritual. Elements of Culture Language Verbal How words are spoken. Local language capability’s important role in international marketing Aids in information gathering and evaluation. Provides access to local society. Important to company communications. Allows for interpretation of contexts. Nonverbal Language Hidden language of cultures Noverbal Communication Body language, gestures, eye contact Silent communication Personal physical space and personal touching. Non-verbal gestures and signaling. Religion ---defines a society’s relationship to the supernatureal and , as a result, determines dominant values and attitudes. --- Religion beliefs are important determinants of consumer behavior. Dominate Religions of The World Christianity - 2.0 billion followers Islam - 1.2 billion followers Hinduism - 860 million followers Buddhism - 360 million followers Confucianism - 150 million followers To Give or Not To Give Manners and Customs Potential problem areas for marketers arise from an insufficient understanding of: different ways of thinking. the necessity of saving face. knowledge and understanding of the host country. the decision-making process and personal relations. the allocation of time for negotiations. Social Institutions Kinship relationships immediate and extended family Social stratification Reference groups Primary reference groups family, coworkers Secondary