国际市场营销学17e中英文对照PPT（凯特奥拉57406）教学课件170831-IM17-PPT-第04章-全球市场评估中的文化因素-Cultural Dynamics in Assessing Global Markets.pptx

Chapter 4Cultural Dynamics in Assessing Global MarketsCopyright ? 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.第 4 章全球市场评估中的文化因素Copyright ? 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.Learning ObjectivesCopyright ? 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.LO1 The importance of culture to an international marketerLO2 The origins of cultureLO3 The elements of cultureLO4 The impact of cultural borrowingLO5 The strategy of planned change and its consequences学习目标Copyright ? 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.文化因素对于国际营销者的重要性文化起源文化要素文化借鉴的影响有计划变革的战略及其结果Culture’s Pervasive ImpactCulture affects every part of our livesHow we spend moneyHow we consumeHow we sleepCopyright ? 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.文化的广泛影响文化影响着我们生活的每个方面我们的花钱方式我们的消费方式我们的睡眠方式Copyright ? 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.Culture and BirthratesThe birthrate tables in Exhibit 4.1 show the gradual decline beginning in the 1960s. Birthrate spikes in Singapore in 1976 and 1988 are not a matter of random fluctuation.In Chinese cultures, being born in the Year of the Dragon is considered good luck. A sudden and substantial decline in fertility in Japan in 1966 reflects abstinence, abortions, and birth certificate fudging. The Japanese believe that women born in the Year of the Fire Horse will lead unhappy lives and perhaps murder their husbands.Copyright ? 2016 McGraw-Hill Education. All rights reserved. No reproduc