[经济学]international marketing 2-B.ppt

School of Economics and Management, Chongqing Three Gorges University International Marketing Lecturer：Vivian-Chenmei E-mail: vivianchenmei@yahoo.cn March 11, 2010 Part 2 International Marketing Environment Analysis Part 2 International Marketing Environment Analysis -- PEST Ⅰ.Overview of Int’l Marketing Environment Ⅱ.Introduction of WTO the Rules of WTO About Markets Ⅲ.Analysis of International Cultural Environment Ⅳ.Analysis of International Economic Environment Ⅴ.Analysis of Int’l Legal and Political Environment Ⅲ. International Cultural Environment Analysis 1.About Cultural Environment A. What is culture? B. Elements of culture C. Importance of culture Culture is the sum of the “values, rituals, symbols, beliefs, and thought processes that are learned, shared by a group of people, and transmitted from generation to generation”Culture has been conceptualized as: ★ “Software of the mind” culture is a guide for humans on how to think and behave; it is a problem-solving tool (Hofstede)★ An invisible barrier… a completely different way of organizing life, of thinking, and of conceiving the underlying assumptions about the family and the state, the economic system, and even Man himself” (Hall) ★ A “thicket” (U.S. Ambassador Hodgson) Origins, Elements and Consequences of Culture Necessary to know about: (1) rural/urban population shifts (2) rates of growth (3) age levels, and (4) population control (5) rural-urban migration of world population (6) population decline and aging (7) worker shortage and immigration (1) Family behavior varies across the world (2) Religious value systems differ across the world (3) School and education, and literacy rates affect culture and economic growth (4) Media (magazines, TV, the Internet) influences culture and behavior (5) Government policies influence the thinking and behaviors citizens of adult citizens (6) Corporations influence culture via the products they mar