世界行销讲座之多元-文化的环境营销.pptVIP

The Cultural Environment Cultural values: a society’s deeply held beliefs about right and wrong ways to live. Companies need to be sensitive to how other cultures perceive their products and promotional strategies. Collectivist culture: a culture in which people subordinate their personal goals to those of a stable community. Ie. Japanese culture. Individualist culture: a culture in which people tend to attach more importance to personal goals than to those of the larger community. Freedom and independence have long been cornerstones of North American culture. 4-* The Cultural Environment (continued) Norms: the specific rules dictating what is right or wrong, acceptable or unacceptable. Shaking right hands on introduction is a norm of social interaction in most cultures. Custom: a norm handed down from the past that controls basic behaviors, such as having supper at 5:30 PM. Convention: a norm regarding the conduct of everyday life, such as the “correct” way to furnish a house. More: a custom with a strong moral overtone, such as our attitude towards polygamy, or the morality of suggestive advertising such as the billboard shown. 4-* Marketing: Real People, Real Decisions / * domestic firm pp88 exporting firm p88 multinational firm p89 global firm p89 / / / * countertrade p89 trade flow p89 /index.html * competitive advantage p90 Porters 4 keys to competitive advantage p90 / * protectionism p90 /pubs/freetotrade/freetrade.html * import quotas p91 embargo p91 tariffs p91 .au/econ12.html * world trade organization p91 general agreement on trade and tariffs p91 / * economic communities p91 North American Free Trade Agreement p91 european union p92 / * economic environment p92 standard of living p92 gross domestic product p93 economic infrastructure p93 * less developed country p93 developing country p93 developed country p94 / * economic sanctions p94 nationalization p94 expropriation p95 local content rules p95 /library/categories/trade/bg1126.html * cultu