市场营销Chap004.ppt

* Two trillion dollars! That’s about 200 trillion yen. Either way you count, it’s a lot of money. American brokerage houses such as Fidelity Investments, Goldman Sachs, and Merrill Lynch rushed new investment products and services to market in Japan to try to capture the huge capital outflow expected from 10-year time deposits then held in the Japanese postal system. However, Japan is not America. There is no American-style risk-taking culture among Japanese investors. The volume of stock trading in Japan is about one-sixth that of the United States. The manner and amount in which people consume, the priority of needs and the wants they attempt to satisfy, and the manner in which they satisfy them are functions of their culture that temper, mold, and dictate their style of living. Culture is the human-made part of human environment—the sum total of knowledge, beliefs, art, morals, laws, customs, and any other capabilities and habits acquired by humans as members of society. This chapter’s purpose is to heighten the reader’s sensitivity to the dynamics of culture. It is neither a treatise on cultural information about a particular country nor a thorough marketing science or epidemiological study of the various topics. Rather, it is designed to emphasize the importance of cultural differences to marketers and the need for study of each country’s culture and all its origins and elements, and to point out some relevant aspects on which to focus. Follow along with the slides (or open book) as we cover Chapter 4. * What should you learn in Chapter 4? We’ll cover: The importance of culture to an international marketer; ?The origins and elements of culture; ?The impact of cultural borrowing; ?And the strategy of planned change and its consequences. * Culture deals with a group’s design for living. It is pertinent to the study of marketing, especially international marketing. If you consider the scope of the marketing concept – the satisfaction of consumer needs an