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lnternational Marketing Chapter 4 Social and Cultural Environment презентация, доклад

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What is culture?How it affect the global marketing?

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Слайд 1lnternational Marketing

Chapter 4
Social and Cultural Environment

lnternational MarketingChapter 4Social and Cultural Environment

Слайд 2What is culture?

How it affect the global marketing?



What is culture?How it affect the global marketing?

Слайд 3CASE 1

CASE 1

Слайд 4CASE 2
Cartier

CASE 2Cartier

Слайд 5CASE 3

CASE 3

Слайд 6CASE 4

CASE 4

Слайд 7CASE 5

CASE 5

Слайд 8A. Culture
Culture is defined as the system of

shared beliefs, values, customs, behaviors and artifacts that the members

of society use to cope with their world and with one another, and that are transmitted from generation to generation through learning.

What people think. what they do. the material products they produce . mental processes, beliefs, knowledge, and values.

A. Culture  Culture is defined as the system of shared beliefs, values, customs, behaviors and artifacts

Слайд 10B.Global cultural environment
Culture has a great impact on global marketing.

A marketer must have to study about the local

culture in-depth before offering a product to them.
Understanding cultural differences is important to achieve success in any market, let alone on the world business stage.
B.Global cultural environment Culture has a great impact on global marketing.  A marketer must have to

Слайд 11Lack of cultural considerations not only can result in a

mediocre response to product promotions, but can even impact the

company's international image.

With careful research of cultural differences you can craft the right words to maximize your message impact in the international market. you simply have to put yourself in your buyer's shoes.
Lack of cultural considerations not only can result in a mediocre response to product promotions, but can

Слайд 12Factors of Culture
Material culture
Language
Education
Custom
Values and Attitudes
Religion
Aesthetics

Factors of CultureMaterial culture LanguageEducationCustomValues and AttitudesReligionAesthetics

Слайд 131. Material culture
It refers to tools, artifacts

and technology. Before marketing in a foreign culture it is

important to assess the material culture like transportation, power, communications and so on.

All aspects of marketing are affected by material culture like sources of power for products, media availability and distribution.
1. Material culture   It refers to tools, artifacts and technology. Before marketing in a foreign

Слайд 15CASE 2
chill-cool ?
more cool?
young more say ?
young more cool ?
me

more cool ?

CASE 2chill-cool ?more cool?young more say ?young more cool ?me more cool ?

Слайд 162. Language
Language reflects the nature

and values of society. A foreign language is a language

indigenous to another country. It is also a language not spoken in the native country of the person referred to.




2.  Language    Language reflects the nature and values of society. A foreign language

Слайд 18A.Oral language
Learning a foreign language well does not

simply mean mastering its pronunciation, grammar and vocabulary. In fact,

the learning of a language is inseparable from the learning of its culture.

Try to use the local language of the host country.not just English!

A.Oral language  Learning a foreign language well does not simply mean mastering its pronunciation, grammar and

Слайд 21AN 18-YEAR-OLD APPLYING FOR A SATURDAY JOB IN A CAMBRIDGE

SHOP WAS SURPRISED TO BE TOLD SHE NEEDED TO SPEAK

CHINESE TO SECURE THE POSITION.

"LANGUAGE SKILLS ARE AN ADVANTAGE FOR CANDIDATES APPLYING FOR RETAIL SALES POSITIONS AS WE HAVE MULTI-CULTURAL CUSTOMER APPEAL AND IT'S GREAT WHEN REQUIRED TO SPEAK TO CUSTOMERS IN THEIR OWN LANGUAGE.
AN 18-YEAR-OLD APPLYING FOR A SATURDAY JOB IN A CAMBRIDGE SHOP WAS SURPRISED TO BE TOLD SHE

Слайд 22B. Body Language
It refers to various forms of

non-verbal communication, wherein a person may reveal clues as to

some unspoken intention or feeling through their physical behaviour.

Knowing how another culture’s basic body language differs froms yours is very important.
B. Body Language  It refers to various forms of non-verbal communication, wherein a person may reveal

Слайд 23CASE 1
UK/US: “Ok”
France: zero
Japan:money
Greece:Suggests homosexual/gay

CASE 1UK/US: “Ok”France: zeroJapan:moneyGreece:Suggests homosexual/gay

Слайд 25C. Translation
Businesses to succeed overseas, they have to appeal

to their international consumer base. However, if not done correctly,

marketing to foreign customers can have disastrous outcomes.

  Writing copy or coming up with brand names for international markets is a tricky business.
C. Translation Businesses to succeed overseas, they have to appeal to their international consumer base. However, if

Слайд 26CASE 1
蝌蝌啃蜡?
狗狗?
乃基?

PIZZA HUT (必胜客)
Benz (奔驰)
LANCOME (兰蔻)
SAFE GUARD (舒肤佳)
PAMPERS (帮宝适)
DOVE (德芙)

CASE 1蝌蝌啃蜡?狗狗?乃基?PIZZA HUT (必胜客)Benz (奔驰)LANCOME (兰蔻)SAFE GUARD (舒肤佳)PAMPERS (帮宝适)DOVE (德芙)

Слайд 30CASE 2: NOVA

CASE 2: NOVA

Слайд 31CASE 3
“chicken without sexual life”
“rolling donkey”
“beancurd made by a pockmarked

woman”


CASE 3“chicken without sexual life”“rolling donkey”“beancurd made by a pockmarked woman”

Слайд 32蜜汁叉烧 Honey-Stewed BBQ Pork
糖拌西红柿 Tomato Slices with Sugar


麻婆豆腐 Mapo Tofu (Sautéed Tofu in Hot and

Spicy
Sauce)
泡椒凤爪 Chicken Feet with Pickled Peppers
凉拌黄瓜 Cucumber in Sauce
糖醋排骨 Sweet and Sour Spare Ribs
四川辣子鸡 Sautéed Diced Chicken with Chili Pepper,
Sichuan Style
土豆饼 Potato Pancake
蜜汁叉烧   Honey-Stewed BBQ Pork糖拌西红柿 Tomato Slices with Sugar 麻婆豆腐   Mapo Tofu (Sautéed Tofu

Слайд 333. Education
Education refers to the transmission of skills,

ideas and attitudes as well as training in particular disciplines.



3. Education  Education refers to the transmission of skills, ideas and attitudes as well as training

Слайд 34Education levels, or lack of it, affect marketers:
Advertising programmes and

labelling
Girls and women excluded from formal education (literacy rates)
Conducting market

research
Complex products with instructions
Relations with distributors
support sources - finance, advancing agencies etc.
Education levels, or lack of it, affect marketers:Advertising programmes and labellingGirls and women excluded from formal education

Слайд 35 In countries with low literacy levels, advertisers would

avoid communications which depended upon written copy, and would favour

radio advertising with an audio message or visual media such as billboards. The labelling of products may also be an issue.
In countries with low literacy levels, advertisers would avoid communications which depended upon written copy,

Слайд 364. Custom
(1)、 Festival custom
(2)、 Consumption custom
(3)、Commercial custom

4. Custom(1)、 Festival custom(2)、 Consumption custom (3)、Commercial custom

Слайд 37CASE







Easter.Halloween .Thanksgiving.Christmas

CASE    Easter.Halloween .Thanksgiving.Christmas

Слайд 38Christmas
In UK, Christmas Day is normally spent at home, with

the family, and it is regarded as a celebration of

the family and its continuity. After dinner, everyone relaxes by going for a walk, playing games, enjoying their presents or watching television.

Many families like to attend a midnight service at church on Christmas Eve, or celebrate Christmas in church on Christmas morning.
ChristmasIn UK, Christmas Day is normally spent at home, with the family, and it is regarded as

Слайд 395. Values and Attitudes
Values and attitudes vary between

nations . if you are planning to take a product

or service overseas make sure that you have a good grasp the locality before you enter the market.

This could mean altering promotional material or subtle branding messages. There may also be an issue when managing local employees.


5. Values and Attitudes  Values and attitudes vary between nations . if you are planning to

Слайд 40 In France workers tend to take vacations for

the whole of August, whilst in the US employees may

only take a couple of week's vacation in an entire year.

Family structures in China differ greatly from those in many other countries. Family considerations command respect in all matters, including investments and individual actions.
In France workers tend to take vacations for the whole of August, whilst in the

Слайд 426. Religion

A religion usually encompasses
a set of stories, symbols,


beliefs and practices,
often with a supernatural quality,
that give

meaning to
the practitioner's experiences
of life through reference
to an ultimate power or reality
6. ReligionA religion usually encompasses a set of stories, symbols, beliefs and practices, often with a supernatural

Слайд 43Religion can affect marketing :

Religious holidays - Ramadan cannot get

access to consumers as shops are closed.
Consumption patterns - fish

for Catholics on Friday
Economic role of women – Islam
Caste systems - difficulty in getting to different costs for segmentation/niche marketing
Religion can affect marketing :Religious holidays - Ramadan cannot get access to consumers as shops are closed.Consumption

Слайд 44Joint and extended families – Hinduism
and organizational structures;
Institution

of the church - Iran and its effect on advertising,

"Western" images
Market segments - Maylasia - Malay, Chinese and Indian cultures making market segmentation
Ensitivity is needed to be alert to religious differences.

Joint and extended families – Hinduism  and organizational structures;Institution of the church - Iran and its

Слайд 477. Aesthetics
Aesthetics refer to the ideas in a culture

concerning beauty and good taste as expressed in the arts

-music, art, drama and dancing and the particular appreciation of colour and form.

Aesthetic differences affect design, colours, packaging, brand names and media messages.
7. Aesthetics Aesthetics refer to the ideas in a culture concerning beauty and good taste as expressed

Слайд 51
Chinese culture ?
Which Industry ?
How to do it ?
Consider about

?

Chinese culture ?Which Industry ?How to do it ?Consider about ?

Слайд 52Summary
Culture is the system of shared beliefs, values, customs, behaviors

and artifacts.

The global cultural environment involves Material culture .Language.Education.Custom.Values and

Attitudes.Religion.Aesthetics


SummaryCulture is the system of shared beliefs, values, customs, behaviors and artifacts.The global cultural environment involves Material

Слайд 53Reference
http://westsidetoastmasters.com/resources/book_of_body_language/toc.html
(Body language)
http://www.chinadaily.com.cn/language_tips/
http://english.cctv.com/program/cultureexpress/01/index.shtml

Referencehttp://westsidetoastmasters.com/resources/book_of_body_language/toc.html   (Body language)http://www.chinadaily.com.cn/language_tips/http://english.cctv.com/program/cultureexpress/01/index.shtml

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