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InternationalMarketingCulturalDynamicsinAssessingGlobalMarketsChapter414thEditionPhilipR.CateoraMaryC.GillyJohnL.GrahamMcGraw-Hill/IrwinInternationalMarketing14/eCopyright?2009byTheMcGraw-HillCompanies,Inc.Allrightsreserved.WhatShouldYouLearn?TheimportanceofculturetoaninternationalmarketerTheoriginsandelementsofcultureTheimpactofculturalborrowingThestrategyofplannedchangeanditsconsequences4-2GlobalPerspectiveEquitiesandeBay–

CultureGetsintheWayCulturedealswithagroup’sdesignforlivingThesuccessfulmarketerclearlymustbeastudentofcultureMarketsaretheresultofthethree-wayinteractionofamarketer’sEconomicconditionsEffortsAllotherelementsofcultureTheuseofsomethingnewisthebeginningofculturalchangeThemarketerbecomesachangeagent4-3Culture’sPervasiveImpactCultureaffectseverypartofourlives,everyday,frombirthtodeath,andeverythinginbetweenJapan–theyearoftheFireHorseAscountriesmovefromagriculturaltoindustrialtoserviceseconomies’birthratesdeclineConsequencesofconsumptionTobaccoCulturenotonlyaffectsconsumption,italsoaffectsproductionStomachcancerinJapan4-4Birthrates(per1000women)Exhibit4.14-5PatternsofConsumption

(annualpercapita)Exhibit4.24-6ConsequencesofConsumptionExhibit4.34-7HumanUniversals–MythofDiversityUsemetaphorsHaveasystemofstatus

androlesAreethnocentricCreateartConceiveofsuccessandfailureCreategroupsantagonistictooutsidersImitateoutsideinfluencesResistoutsideinfluencesConsideraspectsofsexualityprivateExpressemotionswithfaceReciprocateUsemoodalteringdrugsOverestimateobjectivityofthoughtFearofsnakesRecognizeeconomicobligationsinexchangesofgoodsandservicesTradeandtransportofgoods4-8DefinitionsandOriginsofCultureTraditionaldefinitionofcultureCultureisthesumofthevalues,rituals,symbols,beliefs,andthoughtprocessesthatarelearned,sharedbyagroupofpeople,andtransmittedfromgenerationtogenerationHumansmakeadaptationstochangingenvironmentsthroughinnovationIndividualslearnculturefromsocialinstitutionsSocialization(growingup)Acculturation(adjustingtoanewculture)Application(decisionsaboutconsumptionandproduction)4-9Origins,Elements,andConsequencesofCultureExhibit4.44-10GeographyExercisesaprofoundcontrolIncludesclimate,topography,flora,fauna,andmicrobiologyInfluencedhistory,technology,economics,socialinstitutionsandwayofthinkingTheideasofJaredDiamondandPhilipParkerJaredDiamondHistoricallyinnovationsspreadfastereasttowestthannorthtosouthPhilipParkerReportsstrongcorrelationsbetweenlatitude(climate)andpercapitaGDPEmpiricaldatasupportsclimate’sapparentinfluenceonworkers’wagesExplainsocialphenomenausingprinciplesofphysiology4-11WeAllLoveFlowers––Why?GeographyHistoryTechnologyandeconomicsSocialinstitutionsCulturalvaluesAestheticsassymbols4-12History,thePoliticalEconomy,andTechnologyHistoryImpactofspecificeventscanbeseenreflectedintechnology,socialinstitutions,culturalvalues,andevenconsumerbehaviorTobaccowastheoriginalsourceoftheVirginiacolony’’seconomicsurvivalinthe1600sPoliticalEconomyThreeapproachestogovernancecompetedforworlddominanceFascismCommunismDemocracy/freeenterpriseTechnologyJetaircraft,airconditioning,televisions,computers,Internet,etc.Nonemoreimportantthanthebirthcontrolpill4-13SocialInstitutionsFamilyReligionSchoolThemediaGovernmentCorporations4-14SocialInstitutionsFamilyNepotismRoleofextendedfamilyFavoritismofboysinsomeculturesReligionFirstinstitutioninfantsareexposedtooutsidethehomeImpactofvaluessystemsMisunderstandingofbeliefsSchoolAffectsallaspectsoftheculture,fromeconomicdevelopmenttoconsumerbehaviorNocountryhasbeensuccessfuleconomicallywithlessthan50%literacy4-15SocialInstitutionsThemediaMediatimehasreplacedfamilytimeTVInternetGovernmentInfluencesthethinkingandbehaviorsofadultcitizensPropagandaPassage,promulgation,promotion,andenforceoflawsCorporationsMostinnovationsareintroducedtosocietiesbycompaniesSpreadthroughmediaChangeagents4-16ElementsofCultureCulturalvaluesIndividualism/CollectivismIndexPowerDistanceIndexUncertaintyAvoidanceIndexCulturalValuesandConsumerBehavior4-17Hofstede’’sIndexesLanguage,andLinguisticDistanceExhibit4.54-18ElementsofCultureRitualsMarriageFuneralsSymbolsLanguageLinguisticdistanceAestheticsassymbolsInsensitivitytoaestheticvaluescanoffend,createanegativeimpression,and,ingeneral,rendermarketingeffortsineffectiveorevendamagingBeliefsTomakelightofsuperstitionsinotherculturescanbeanexpensivemistakeThoughtprocessesDifferenceinperceptionFocusvs.big-picture4-19MetaphoricalJourneysthrough23NationsExhibit4.64-20CulturalKnowledgeFactualknowledgeHasmeaningasastraightforwardfactaboutacultureAssumesadditionalsignificancewheninterpretedwithinthecontextofthecultureNeedstobelearnedInterpretiveknowledgeRequiresadegreeofinsightthatmaybestbedescribedasafeelingMostdependentofpastexperienceforinterpretationMostfrequentlypronetomisinterpretationRequiresconsultationandcooperationwithbilingualnativeswithmarketingbackgrounds4-21CulturalSensitivityandToleranceBeingattunedtothenuancesofculturesothatanewculturecanbeviewedobjectively,evaluatedandappreciatedCulturesarenotrightorwrong,betterorworse,theyaresimplydifferentThemoreexoticthesituation,themoresensitive,tolerant,andflexibleoneneedstobe4-22CulturalChangeDynamicinnature––itisalivingprocessParadoxicalbecausecultureisconservativeandresistschangeChangescausedbywarornaturaldisastersSocietyseekingwaystosolveproblemscreatedbychangesinenvironmentCultureisthemeansusedinadjustingtotheenvironmentalandhistoricalcomponentsofhumanexistence4-23CulturalBorrowingEfforttolearnfromothers’’culturalwaysinthequestforbettersolutionstoasociety’sparticularproblemsImitatingdiversityofothermakesculturesuniqueContactcanmakeculturesgrowcloserorfurtherapartHabits,foods,andcustomsareadaptedtofiteachsociety’sneeds4-24Similarities––AnIllusionAcommonlanguagedoesnotguaranteeasimilarinterpretationofwordorphrasesMaycauselackofunderstandingbecauseofapparentandassumedsimilaritiesJustbecausesomethingsellsinonecountrydoesn’tmeanitwillsellinanotherCulturaldifferencesamongmemberofEuropeanUnionaproductofcenturiesofhistory4-25ResistancetoChangeGradualculturalgrowthdoesnotoccurwithoutsomeresistanceNewmethods,ideas,andproductsareheldtobesuspectbeforetheyareaccepted,ifeverResistancetogeneticallymodified(GM)foodsResistedbyEuropeansConsumedbyAsians4-26PlannedandUnplannedCulturalChangeDeterminewhichculturalfactorsconflictwithaninnovationChangethosefactorsfromobstaclestoacceptanceintostimulantsforchangeMarketershavetwooptionswhenintroducingandinnovationtoacultureTheycanwaitTheycancausechangeCulturalcongruenceMarketingproductssimilartoonesalreadyonthemarketinamannerascongruentaspossiblewithexistingculturalnorms4-27ConsequencesofInnovationMayinadvertentlybringaboutchangethataffectsveryfabricofasocialsystemConsequencesofdiffusionofaninnovationMaybefunctionalordysfunctionalDependingonwhethertheeffectsonthesocialsystemaredesirableorundesirableIntroductionofaprocessedfeedingformulaintothedietofbabiesinunderdevelopedcountriesendedupbeingdysfunctional4-28SummaryAcompleteandthoroughappreciationoftheoriginsandelementsofculturemaywellbethesinglemostimportantgaintoaforeignmarketerinthepreparationofmarketingplansandstrategiesMarketerscancontroltheproductofferedtoamarket––itspromotion,price,andeventualdistributionmethods––buttheyhaveonlylimitedcontrolovertheculturalenvironmentwithinwhichtheseplansmustbeimplemented4-29SummaryWhenacompanyisoperatinginternationallyeachnewenvironmentthatisinfluencedbyelementsunfamiliarandsometimesunrecognizabletothemarketercomplicatesthetaskSpecialeffortandstudyareneededtoabsorbenoughunderstandingoftheforeignculturetocopewiththeuncontrollablefeatures4-309、靜靜夜夜四四無無鄰鄰，，荒荒居居舊舊業(yè)業(yè)貧貧。。。。1月月-231月月-23Thursday,January5,202310、雨中中黃葉葉樹，，燈下下白頭頭人。。。20:20:3220:20:3220:201/5/20238:20:32PM11、以我獨沈沈久，愧君君相見頻。。。1月-2320:20:3220:20Jan-2305-Jan-2312、故人江海別別，幾度隔山山川。。20:20:3220:20:3220:20Thursday,January5,202313、乍見見翻疑疑夢，，相悲悲各問問年。。。1月-231月-2320:20:3320:20:33January5,202314、他鄉(xiāng)鄉(xiāng)生白白發(fā)，，舊國國見青青山。。。05一一月月20238:20:33下下午20:20:331月-2315、比比不不了了得得就就不不比比，，得得不不到到的的就就不不要要。。。。。一月月238:20下下午午1月月-2320:20January5,202316、行動出出成果，，工作出出財富。。。2023/1/520:20:3320:20:3305January202317、做前前，能能夠環(huán)環(huán)視四四周；；做時時，你你只能能或者者最好好沿著著以腳腳為起起點的的射線線向前前。。。8:20:33下下午8:20下下午午20:20:331月-239、沒有失失敗，只只有暫時時停止成成功！。。1月-231月-23Thursday,January5,202310、很多事情情努力了未未必有結(jié)果果，但是不不努力卻什什么改變也也沒有。。。20:20:3320:20:3320:201/5/20238:20:33PM11、成功功就是是日復復一日日那一一點點點小小小努力力的積積累。。。1月-2320:20:3320:20Jan-2305-Jan-2312、世間成事事，不求其其絕對圓滿滿，留一份份不足，可可得無限完完美。。20:20:3320:20:3320:20Thursday,January5,202313、不不知知香香積積寺寺，，數(shù)數(shù)里里入入云云峰峰。。。。1月月-231月月-2320:20:3320:20:33January5,202314、意志堅強的的人能把世界界放在手中像像泥塊一樣任任意揉捏。05一月20238:20:33下午20:20:331月-2315、楚塞三三湘接，，荊門九九派通。。。。一月238:20下午