Chapter4

SocialandCulturalEnvironmentsPowerPointbyKristopherBlanchardNorthCentralUniversity?2005PrenticeHall

4-1TaskofGlobalMarketersStudyandunderstandthecountryculturesinwhichtheywillbedoingbusinessIncorporatethisunderstandingintothemarketingplanningprocess?2005PrenticeHall2Introduction“Itisnotjustspeakingacommonlanguage.Itissharingacultureandunderstandingfriendshipsinthesameway”JuanVillanonga–FormerChairmanofTelefonica?2005PrenticeHall3Society,Culture,and

GlobalConsumerCultureCulture–Waysofliving,builtupbyagroupofhumanbeings,thataretransmittedfromonegenerationtoanotherCultureisactedoutinsocialinstitutionsCulturehasbothconsciousandunconsciousvalues,ideasandattitudesCultureisbothmaterialandnonmaterial?2005PrenticeHall4Society,Culture,and

GlobalConsumerCulture“Cultureisthecollectiveprogrammingofthemindthatdistinguishesthemembersofonecategoryofpeoplefromthoseofanother.”-GeertHofstede?2005PrenticeHall5Society,Culture,and

GlobalConsumerCultureGlobalconsumerculturesareemergingPersonswhosharemeaningfulsetsofconsumption-relatedsymbolsPopculture;coffeeculture;fast-foodculturePrimarytheproductofaninterconnectedworld?2005PrenticeHall6Attitudes,BeliefsandValuesAttitudes-learnedtendencytorespondinaconsistentwaytoagivenobjectorentityBelief-anorganizedpatternofknowledgethatanindividualholdstobetrueabouttheworldValue-enduringbelieforfeelingthataspecificmodeofconductispersonallyorsociallypreferabletoanothermodeofconduct?2005PrenticeHall7ReligionReligionisoneimportantsourceofsociety’sbeliefs,attitudes,andvalues.Theworld’smajorreligionsinclude:Buddhism,Hinduism,Islam,Judaism,andChristianity.?2005PrenticeHall8Religion?2005PrenticeHall9AestheticsThesenseofwhatisbeautifulandwhatisnotbeautifulWhatrepresentsgoodtasteasopposedtotastelessnessorevenobscenityVisual–embodiedinthecolororshapeofaproduct,label,orpackageStyles–variousdegreesofcomplexity,forexampleareperceiveddifferentlyaroundtheworld?2005PrenticeHall10DietaryPreferencesWouldyoueat…..Reindeer(Finland)Rabbit(France)Rice,soup,andgrilledfishforbreakfast(Japan)Kimchi-KoreaBloodsausage(Germany)?2005PrenticeHall11LanguageandCommunicationLinguisticCategoryLanguageExampleSyntaxEnglishhasrelativelyfixedwordorder;RussianhasrelativelyfreewordorderSemanticsJapanesewordsconveynuancesoffeelingforwhichotherlanguageslackexactcorrelations;‘yes’and‘no’canbeinterpreteddifferentlythaninotherlanguages.PhonologyJapanesedoesnotdistinguishbetweenthesounds‘l’and‘r’;EnglishandRussianbothhave‘l’and‘r’sounds.MorphologyRussianisahighlyinflectedlanguage,withsixdifferentcaseendingsfornounsandadjectives;Englishahsfewerinflections.?2005PrenticeHall12LanguageandCommunicationVerbalCuesNonverbalcuesorbodylanguage?2005PrenticeHall13Marketing’sImpactonCultureUniversalaspectsoftheculturalenvironmentrepresentopportunitiestostandardizeelementsofamarketingprogramImprovedcommunicationshavecontributedtoaconvergenceoftastesandpreferencesinanumberofproductcategories?2005PrenticeHall14Marketing’sImpactonCultureMovementhas70,000membersin35countries“Slowfoodisabouttheideathatthingsshouldnottastethesameeverywhere.”?2005PrenticeHall15High-andLow-ContextCulturesHighContextInformationresidesincontextEmphasisonbackground,basicvaluesLessemphasisonlegalpaperworkFocusonpersonalreputationSaudiArabia,JapanLowContextMessagesareexplicitandspecificWordscarryallinformationRelianceonlegalpaperworkFocusonnon-personaldocumentationofcredibilitySwitzerland,US,Germany?2005PrenticeHall16High-andLow-ContextCulturesFactor/DimensionHighContextLowContextLawyersLessImportantVeryImportantAperson’swordIshis/herbondNotreliable–getitinwritingResponsibilityforOrganizationalerrorTakenbyhighestlevelPushedtothelowestlevelSpacePeoplebreatheoneachotherPrivatespacemaintainedTimePolychronicMonochronicCompetitiveBiddingInfrequentCommon?2005PrenticeHall17Hofstede’sCulturalTypologyPowerDistanceIndividualism/CollectivismMasculinityUncertaintyAvoidanceLong-termOrientation?2005PrenticeHall18Self-ReferenceCriterionandPerceptionUnconsciousreferencetoone’sownculturalvalues;createsculturalmyopiaHowtoReduceCulturalMyopia:DefinetheproblemorgoalintermsofhomecountryculturaltraitsDefinetheproblemintermsofhost-countryculturaltraits;makenovaluejudgmentsIsolatetheSRCinfluenceandexamineitRedefinetheproblemwithouttheSRCinfluenceandsolve?2005PrenticeHall19DiffusionTheoryTheAdoptionProcessCharacteristicsofInnovationsCategoriesofAdopters?2005PrenticeHall20MarketingImplicationsThetopicsinthischaptermustbeconsideredwhenformulatingaglobalmarketingplanEnvironmentalSensitivityreflectstheextenttowhichproductsmustbeadaptedtotheculture-specificneedsofdifferentnationalmarkets?2005PrenticeHall21EnvironmentalSensitivity?2005PrenticeHall22LookingAheadtoChapter5ThePolitical,Legal,andRegulatoryEnvironmentsofGlobalMarketing?2005PrenticeHall23SocialInstitutionsFamilyEducationReligionGovernmentBusinessTheseinstitutionsfunctiontoreinforceculturalnormsReturn?2005PrenticeHall24MaterialandNonmaterialPhysicalcomponentsofcultureObjectsArtifactsClothingToolsPicturesHomesSubjectiveorabstractcultureReligionPerceptionsAttitudesBeliefsValuesReturn?2005PrenticeHall25AestheticsandColorWhatdoyouassociatewithRed?Active,hot,vibrantWeddingsinsomeAsianculturesPoorlyreceivedinAfricancountriesWithwhite?Purity,cleanlinessDeathinpartsofAsiaReturn?2005PrenticeHall26PhonologyinactionColgateisaSpanishcommandthatmeans‘gohangyourself’TechnologyimplicationsforTextmessages8282means‘hurryup’(Korea)7170means‘closefriend’(Korea)45683968means‘ILoveYou’(Korea)Return?2005PrenticeHall27TheAdoptionProcessThementalstagesthroughwhichanindividualpassesfromthetimeofhisorherfirstknowledgeofaninnovationtothetimeofproductadoptionorpurchaseAwarenessInterestEvaluationTrialAdoptionReturn?2005PrenticeHall28CharacteristicsofInnovationsInnovationissomethingnew,fivefactorsthataffecttherateatwhichinnovationsareadoptedincludeRelativeadvantageCompatibilityComplexityDivisibilityCommunicabilityReturn?2005PrenticeHall29CategoriesofAdopters

Classificationsofindividualswithinamarketonthebasisoftheirinnovativeness.FivecategoriesInnovatorsEarlyAdoptersEarlymajorityLatemajorityLaggards?2005PrenticeHall30CategoriesofAdoptersReturn?2005PrenticeHall319、春去春又回，新桃換舊符。在那桃花盛開的地方，在這醉人芬芳的季節，愿你生活像春天一樣陽光，心情像桃花一樣美麗，日子像桃子一樣甜蜜。2月-252月-25Monday,February3,2025