跨文化商务沟通chapter8.pptVIP

Chapter 8 Intercultural Marketing Communication Learning Objective By the end of this chapter, you should be able to Understand the role of culture plays in international marketing and advertising Gain insight into controversial issues of global marketing and advertising Analyze consumer behavior from different cultural viewpoints Understand the importance of appropriate translation of advertisements Advertising Defined Advertising is “the non-personal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media” --- Courtland L. Bovee Question Could you use the communicative theory to explain advertising communication? Cultural Influence on Marketing and Advertising Verbal Language Chevy Nova Electrolux vacuum cleaner Good Examples “飞鸽”牌自行车 “永久”牌自行车 “钻石”牌手表 “博士”文具 “乐凯”胶卷 “王朝”牌葡萄酒 Flying Pigeon Forever Diamond Doctor Luck Dynasty What are the characteristics of a good slogan? Short Catchy Be able to communicate the main charateristics of the product or service whch is being advertiszed Nonverbal Language Inappropriate use of touch Global Marketing To act locally ? (localization) To act universally? (standardization) Standardization Consumers in the world have the same need and desires so that universal appeals can be used to persuade them all. Business Implication Companies can achieve great economy of scale by offering identical products worldwide at identical price via identical distribution channels, supported by identical sales and promotion programs. Localization This concept holds that advertising is a local problem. It is natural that marketing practices will vary from country to country. Business Implication A successful marketing approach in one country will not automatically work in another country. Therefore, the emphasis should thus be on the differences between consumer needs and marketing systems in different countries.