东北石油大学经济管理学院市场营销学英文课件 Chapter3.ppt

Chapter 3Social and Cultural Environments Task of Global Marketers Study and understand the country cultures in which they will be doing business Incorporate this understanding into the marketing planning process Introduction “It is not just speaking a common language. It is sharing a culture and understanding friendships in the same way” Juan Villanonga – Former Chairman of Telefonica Society, Culture, and Global Consumer Culture Culture – Ways of living, built up by a group of human beings, that are transmitted from one generation to another Culture is acted out in social institutions Culture has both conscious and unconscious values, ideas and attitudes Culture is both material and nonmaterial Society, Culture, and Global Consumer Culture “Culture is the collective programming of the mind that distinguishes the members of one category of people from those of another.” - Geert Hofstede Society, Culture, and Global Consumer Culture Global consumer cultures are emerging Persons who share meaningful sets of consumption-related symbols Pop culture; coffee culture; fast-food culture Primary the product of an interconnected world Attitudes, Beliefs and Values Attitudes - learned tendency to respond in a consistent way to a given object or entity Belief - an organized pattern of knowledge that an individual holds to be true about the world Value - enduring belief or feeling that a specific mode of conduct is personally or socially preferable to another mode of conduct Religion Religion is one important source of society’s beliefs, attitudes, and values. The world’s major religions include: Buddhism, Hinduism, Islam, Judaism, and Christianity. Religion Aesthetics The sense of what is beautiful and what is not beautiful What represents good taste as opposed to tastelessness or even obscenity Visual – embodied in the color or shape of a product, label, or package Styles – various degrees of complexity, for example are perceived differently around the world Dietary Pref