跨文化的商务交际-unit 15Intercultural Marketing.pptx

Unit 15 Intercultural MarketingText 1Pre-reading questions:1. How can a marketer succeed in international marketing?2. What will greatly affect the marketing performance?Key to Pre-reading Questions1. It is apparent that the successful marketer must be a student of culture.依据第一篇课文第1自然段的内容。2. How marketer’s efforts in a cultural context for acceptance, resistance, or rejection determines the degree of success or failure of the marketing effort. 依据第一篇课文第1自然段的内容。Notes 1.In fact, culture is pervasive in all marketing activities — in pricing, promotion, channels of distribution, product, packaging, and styling — and the marketer’s efforts actually become a part of the fabric of culture. 【译文】事实上，文化渗透到了市场营销活动的方方面面——定价、促销、销售渠道、产品、包装以及款式；营销人员的工作实际上就是文化架构的一部分。【注】marketing activities营销活动。实际上，公司的营销活动与营销策划密不可分。营销策划分为/view/24278.htm市场细分、产品创新、营销战略设计及营销组合/view/13859.htm4P (Product, Price, Pace, Promotion) 战术等四个方面的内容。营销策划首先要确定/view/2145235.htm营销概念，其次是在营销理念基础上的策划。营销策划是根据企业的/view/3779415.htm营销目标，以满足/view/663092.htm消费者需求和欲望为核心，设计和规划企业产品、服务、/view/36293.htm创意、价格、/view/100135.htm渠道、/view/2563.htm促销，从而实现个人和组织的交换过程的行为。3. Marketers are constantly adjusting their efforts to cultural demands of the market, but they also are acting as agents of change whenever the product or idea being marketed is innovative. 【译文】市场营销人员不断地调整其工作重心，以适应市场对文化的需求，而与此同时，无论何时只要推向市场的产品或创意推陈出新时，他们也就充当这些变化的代言人。【注】市场营销人员（marketer）创造、沟通与传送价值给顾客，即经营顾客关系以便让组织与其利益关系人受益。从事市场调研、营销策划、广告策划、市场开发、营销管理、推销服务和教学科研等工作的人都可以称为市场营销员。?4.Finally, James Day Hodgson, former U.S. ambassador to Japan, describes culture as a “thicket.” This last metaphor holds hope for struggling international marketers. 【译文】最后，詹姆士·D·霍奇森，前美国驻日本大使，将文化描述为“灌木丛”。这一比喻为那些拼搏的国际市场营销人员带来希望。【注】 “灌木丛”（ thicket）此处暗喻错综复杂的情况。虽然灌木丛难以穿越，但是市场营销人员的耐心和努力最终可以冲破灌木从的羁绊，在激烈的市场营销领域中取得成功。5.The anthropologist studying culture as a science must investigate every aspect of a culture if an accurate, total picture is to emerge. 【译文】如果文化作为一幅精确的全景画面出现的话，将文化作为一门学科进行研究的人类学家必须洞察文化的每一个方面。 【注】相