《I-Marketing》 南京大学mkt3.ppt

INTERNATIONAL MARKETING 6e The Cultural Environment Making Culture Work For Your Success Embrace local culture Employ locals to gain cultural knowledge Build relationships Adapt products to local markets Help employees understand you Coordinate by region What is Culture? “Culture” defined “… an integrated system of learned behavior patterns that are distinguishing characteristics of the members of any given society...” Acculturation “… adjusting or adapting to a specific culture other than one’s own” … and “one of the keys to success in international operations.” Key Concepts High-context culture is where the social context in which what is said strongly affects the meaning of the message. Examples: Japan and Saudi Arabia Low-context culture is where the meaning of the message is explicitly expressed by the words and is less affected by the social context. Example: North America Change agent “An entity that introduces new products or ideas or practices.” The Elements of Culture Language - verbal and non-verbal Religion Values and Attitudes Manners and Customs Material Elements Aesthetics Education Social Institutions Language Verbal How words are spoken Gestures made Body position assumed Degree of eye contact Local language capability’s important role in international marketing Aids in information gathering and evaluation Provides access to local society Important to company communications Allows for interpretation of contexts Nonverbal Language Hidden language of cultures Time flexibility and sensibility Social acquaintance and rapport Personal physical space and personal touching Non-verbal gestures and signaling The Major World Religions Christianity - 2.0 billion followers Islam - 1.2 billion followers Hinduism - 860 million followers Buddhism - 360 million followers Confucianism - 150 million followers Values and Attitudes Values are shared beliefs or group norms that have been internalized by individuals. Attitudes are evaluations of alternat