国际营销英文课件chapter 4 Cultural Environment.pptxVIP

Chapter 4 Cultural Environment External Marketing Environment Chapter Objectives Examine the definitions of culture and the basic aspects of culture Study the imperatives of culture Introduce analytical approaches to cultural factors Discuss the ways to adapt to the cultural differences Definitions and Aspects of Culture What’s Culture? It is defined as the ways of living built up by a group of human beings that are transmitted from one generation to another. 文化是“人类建立起的代代相传的生活方式”。 Culture includes conscious and unconscious values, ideas, attitudes, and symbols that shape human behaviors. 它包括影响人类行为的、有意或无意的价值观、观念、态度和符号等。 Culture is learned, shared, persistent basic values, perceptions, preferences, behaviors view of nature view of Self being ruled me-society harmony we-society master view of organization view of society loyalty or skepticism defender reformer ? escaper 自我观念 自然观念 组织观念 社会观念 Preferences/predisposition Color Taste Style Attitudes towards innovations …… Adaptation of marketing strategies and tools Cultural Influence on