國際市場營銷3enviorment2

國際市場營銷InternationalmarketingWaltWhitmanRostow1916—Chapter3

TheInternationMarketingEnvironment(Ⅱ)Ⅰ)Themodelofeconomicdevelopment

TheRostowModernizationModelP25

1)TraditionalSociety(傳統(tǒng)社會階段)--Countriesinthetraditionalsocietystagearecharacterizedbyaneconomicstructurethatisdominatedbyagriculture.2)TransitionalSocity（起飛前準(zhǔn)備階段）--Thestageischaracterizedbyincreasedproductivityinagriculture,andmodernmanufacturingbeginstoemerge.3)Take-off（起飛階段）---Duringtake-off,growthbecomesthenormandimprovementsinproductionleadtotheemergenceofleadingsectors.4)TheDrivetoMaturity（成熟階段）---Thestage,moderntechnologyisfullyadoptedinalleconomicactivity,andnewleadingsectorsemerge.5)HighMassConsumption（高額群眾消費(fèi)階段）---Intheageofhighmassconsumption,leadingsectorsshifttowarddurablegoods.ⅡSocialandCultureEnvironment1）CultureDefinitionAnintegratedsystemoflearnedbehaviorpatternsthataredistinguishingcharacteristicsofthemembersofanygivensociety.Thedefinitionencompassesawidevarietyofelements,frommaterialistictothespiritual.ElementsofCultureElementsLanguageverbalnon-verbalReligionValuesandAttitudesMannersandCustomsMaterialElementsAestheticsEducationSocialInstitutionsLanguageVerbalHowwordsarespoken.Locallanguagecapability’s

importantroleininternationalmarketingAidsininformationgatheringandevaluation.Providesaccesstolocalsociety.Importanttocompanycommunications.Allowsforinterpretationofcontexts.NonverbalLanguageHiddenlanguageofculturesNoverbalCommunicationBodylanguage,gestures,eyecontactSilentcommunicationPersonalphysicalspaceandpersonaltouching.Non-verbalgesturesandsignaling.Religion---definesasociety’srelationshiptothesupernaturealand,asaresult,determinesdominantvaluesandattitudes.---Religionbeliefsareimportantdeterminantsofconsumerbehavior.DominateReligionsofTheWorldChristianity-2.0billionfollowersIslam-1.2billionfollowersHinduism-860millionfollowersBuddhism-360millionfollowersConfucianism-150millionfollowers--ReligionandBussinessDay---RussiaDecember29—mid-January---Muslimspray5timesadayatspecialtimes.--ReligionandGenderRoles--SaudiArabia--ReligionandGifeGiving

ToGiveorNotToGiveMannersandCustomsPotentialproblemareasformarketersarisefromaninsufficientunderstandingof:differentwaysofthinking.thenecessityofsavingface.knowledgeandunderstanding

ofthehostcountry.thedecision-makingprocess

andpersonalrelations.theallocationoftime

fornegotiations.SocialInstitutionsKinshiprelationshipsimmediateandextendedfamilySocialstratificationReferencegroupsPrimaryreferencegroupsfamily,coworkersSecondaryreferencegroupsprofessionalassociations,tradeorganizationsMakingCultureWorkEmbracelocalculture.Buildrelationships.Employlocalstogainculturalknowledge.Helpemployeesunderstandyou.Adaptproductsandprocessestolocalmarkets.Coordinatebyregion.Ⅳobstaclestointernationalization

self-referencecriterion(自我參考標(biāo)準(zhǔn)):

definedasindividuals’consciousandunconsciousreferencetotheirownnationalcultureandtohome-countrynormsandvalues,aswellastotheirknowledgeandexperience,intheprocessofmakingdecisionsinthehostcountry.CrossCulturalAnalysistoIsolatetheSelfReliantCriteriaInfluencesStep1:Definethebusinessproblemorgoalinhome- countryculturaltraits,habits,ornorms.Step2:Definethebusinessproblemorgoalin foreign-countryculturaltraits,habits,or norms.Makenovaluejudgements.Step3:IsolatetheSRCInfluenceintheproblemand examineitcarefullytoseehowitcomplicates theproblem.Step4:RedefinetheproblemwithouttheSRC influenceandsolvefortheoptimumbusiness goalsituation.**JamesA.Lee,“CulturalAnalysisinOverseasOperations,“HarvardBusinessReview,March-April1996,p.106-11.Irwin/McGraw-Hill1-6Ⅲ.ThePoliticalEnvironmentofInternationalMarketingPoliticalrisk----country’spoliticalandlegalrestrictions.

-----Thecountrywhereacompanyenagesinbusinessinaccordancewiththerespectivecountry’spoliticalandlegalrestrictions.GoHome

ForeignersRisksRelatedtoGovernmentEconomicPolicy(P42)a)Confiscation沒收----referstotheseizingofcompanyassetsandinvestors’assetswithoutanycompensation.----Takingofprivatepropertywithoutcompensation.b)Expropriation征收----Takingofprivatepropertywithcompensation----involvessomereimbursementforcompanyassets,usuallynotattheirmarketvalue.c)Nationalization國有化--