chapter4_internal_scanning 以上为机器翻译结果，长、整句建议使用 人工翻译 。 应用推荐.ppt

Culture and Communication Low-Context High-Context (Individualism) (Collectivism) Context vs. Content Content is more Context is more important important Status Anyone can be a friend Status conscious Expression Clear expression Ambiguous Get to the point Beat around the Induction bush, Deduction Best sources Experts, successful Old males, famous people families I/We Use “I” frequently Use “we” frequently Medium Linguistic Paralinguistics Verbal Body-language (silence, touching, distance) Corporate cultural Cultural intensity: the degree to which members of a unit accept the norms, values, or other cultural content associated with the unit. Cultural integration: the extent to which units throughout an organization share a common culture Strategic market issue STP strategy Market segmentation: tailoring products for specific market niches. Targeting: a process of prioritizing target segments based on the firm’s core competencies or capabilities. Market position: the selection of specific areas for marketing concentration and can be expressed in term of market, product, and geographic locations. Strategic market issue Strategic market issue Marketing mix Product Place Promotion price Strategic market issue Product life cycle RD issue RD intensity: spending on RD as a percentage of sales revenue. Computer industry: 13.2% Drug industry: 11.5% Technology competence: the proper management of technology, in both the development and the use of innovative technology. Technology transfer: the process of taking a new technology from the laboratory to the marketplace. RD issue RD mix Basic RD: focus on theoretical problem areas and is typically undertaken by scientists in well-equipped laboratories. Patent Research publication Products RD: focus on marketing and is concerned with product or product-packaging improvements. Number of successful new product Engineering or process RD: focus on impro