跨文化交际实训课件Chapter8.ppt

Glossary kimono n. 和服 abaya n. (阿拉伯式)长袍 sari n. (印度服装)纱丽 Ao Dai n. 奥代 attire n. 服装 mustache n. (嘴唇上的)胡子 convention n. 协定, 习俗, 惯例 attachment n. 依恋，情感 nostalgic adj. 乡愁的, 怀旧的 acknowledge vt 承认, 答谢, 认可 Comprehension Questions In what aspects culture influence marketing and advertising? And give some examples. Case AnalysisCase 1 Read the case of Colgate, and discuss the implication with your partner. Colgate is besting-selling toothpaste in the United States. In a Colgate commercial, a spokesman of Colgate appears, saying, “Now back to Beijing Gymnasium Center. Everyone here uses Colgate. ” Then a dentist comes out and speaks to a girl, “You had 3 problems in your mouth last time. Now let me check again.” After checking, the doctor tells the girl with a satisfying smile, “Great! Colgate works!” Then the dentist gives some professional opinions about the Colgate toothpaste. The Colgate spokesman appears again and announces, “Millions of people in the nation use Colgate and have their teeth improved. You can make it, too!” At the end of the commercial, two certificates of authoritative institutions are shown on the screen. Case AnalysisCase 2 Pepsi Cola, a famous soft drink manufacturer, started in late 1990s developing its products in sportswear and has achieved success among the youth. Wile power 28 (活力28)， well-known for its detergent products, started developing bottled drinking water in the late 1990s but turned out to be a failure. Why the two companies did the same in brand stretching, but what they got turned out to be dramatically different? Case AnalysisCase 3 Read the case and discuss what marketing strategies are likely to work for promoting a series of utensils aiming at the office workers in Shanghai. Before starting reading, try to write down what qualities of the service you think the would-be Shanghai customers value: _______________, _______________, ________________, _______________ Case AnalysisCase 3 A recent survey conducted