国际营销课件Chap003.ppt

I n t e r n a t i o n a l M a r k e t i n g What Should You Learn? The importance of history and geography in the understanding of international markets The effects of history on a country’s culture How culture interprets events through its own eyes What Should You Learn? The effect of geographic diversity on economic profiles of a country Why markets need to be responsive to geography of a country Economic effects of controlling population growth versus aging population Communications are an integral part of international commerce Global PerspectiveBirth of a Nation – Panama in 67 Hours To understand a society’s actions and its points of view, you need to appreciate: The influence of historical events The geographical uniqueness to which a culture has had to adapt To interpret a culture’s behavior and attitudes, a marketer must have some idea of a country’s history and geography History Perspective in Global Business History helps define a nation’s mission How it perceives its neighbors How it perceives itself Its place in the world Insights into history are important for understanding current attitudes It is necessary to study culture as it is now as well as to understand culture as it was A country’s history History and Contemporary Behavior Japanese history Seven centuries under the shogun feudal system Threat of domination by colonial powers Rise of new social classes Western influences Humiliation of World War II Involvement in the international community Historically, loyalty and service, a sense of responsibility, and respect for discipline, training, and artistry were stressed to maintain stability and order A historical perspective gives the foreigner a basis on which to begin developing cultural sensitivity and a better understanding of contemporary Japanese behavior History is Subjective Historical events always are viewed from one’s own biases and SRC A crucial element in understanding any nation’s business and political culture is the subject