高结构文化与低结构文化续.ppt

* Overall the globalization of certain products and tastes work to benefit the global marketing professional because they can create a standardized marketing program. The cultural change and the globalization of culture have been capitalized upon, and even significantly accelerated, by companies that have seized opportunities to find customers around the world. The impact however can be controversial as the next slide will show. * This table highlights how high and low context cultures differ. * Hundreds of studies have described the process by which an individual adopts a new idea. Sociologist Everett Rogers reviewed these studies and discovered a pattern of remarkably similar findings. In Diffusion of Innovations, Rogers distilled the research into three concepts that are extremely useful to global marketers: the adoption process, characteristics of innovations, and adopter categories. * This slide introduces the topic of environmental sensitivity especially as it relates to global marketing. Environmental sensitivity is a useful approach to view products because it places them on a continuum. At one end of the continuum are environmentally insensitive products that do not require significant adaptation to the environments of various world markets. At the other end of the continuum are products that are highly sensitive to different environmental factors. A company with environmentally insensitive products will spend relatively less time determining the specific and unique conditions of local markets because the product is basically universal. The greater a product’s environmental sensitivity, the greater the need for managers to address country-specific economic, regulatory, technological, social, and cultural environmental conditions. The next slide illustrates this concept. * The horizontal axis shows environmental sensitivity, the vertical axis the degree for product adaptation needed. Any product exhibiting low levels of environmental sensitivity—integrated