国际市场营销学 （原书第18版）课件 第4章 全球市场评估中的文化因素全球视角　股票和eBay—文化的影响　.pptx

Chapter4CulturalDynamicsinAssessingGlobalMarkets?McGraw-HillEducation.Allrightsreserved.Authorizedonlyforinstructoruseintheclassroom.?NoreproductionorfurtherdistributionpermittedwithoutthepriorwrittenconsentofMcGraw-HillEducation.

LearningObjectives4-1 Theimportanceofculturetoaninternationalmarketer4-2 Theoriginsofculture4-3 Theelementsofculture4-4 Theimpactofculturalborrowing4-5 Thestrategyofplannedchangeanditsconsequences

TheImportanceofCultureCultureisBehaviorsandvalues,theseenandunseen,thatarelearned,shared,andtransmittedbyagroupofpeopleRelevanttothestudyofinternationalmarketingThehuman-madepartofhumanenvironmentKnowledge,beliefs,art,morals,laws,customs,andanyothercapabilitiesandhabits

Culture’sPervasiveImpact1of3CultureandBirthratesGradualdeclinebeginningin1960sformanycountriesShiftfromagriculturaltoindustrialtoserviceseconomiesGovernmentpoliciesoruseofbirthcontroltechnologyGlobalchangeinvaluesaboutfamilysize

Exhibit4.1Birthrates(per1,000women)Source:WorldBank,?WorldDevelopmentIndicators2012,?/handle/10986/6014.Accessed2018.

Culture’sPervasiveImpact2of3CultureandConsumptionTheDutcharechampionconsumersofcutflowersFlowersofculturalandeconomicvaluethroughhistoryTheGermans,British,andJapaneselovechocolatesCoolertemperaturesallowforeasierstorageTheJapaneseandSpaniardsloveseafoodBeingsurroundedbywaterexplainspreferenceforseafoodFrenchandItaliansconsumethemostwineGrapesgrowbestthere;alcohollawsmorerelaxed

Culture’sPervasiveImpact3of3ConsequencesofConsumptionSomethinkconsumptionofromanticproductswouldleadtohigherbirthratesGermansconsumegreatamountofflowers,candy,andwineBut,havelowestbirthrateamongthesixEuropeancountriesCardiacissuesincountriesthatconsumehigherlevelsofredmeatDiabetesincountriesthatconsumehigherlevels