TAILIEUCHUNG - Lecture International marketing (15/e): Chapter 4 - Philip R. Cateora, Mary C. Gilly, John L. Graham
Chapter 4 - Cultural dynamics in assessing global markets. In this chapter, the following content will be discussed: The importance of culture to an international marketer, definition and origins of culture, the elements of culture, the impact of cultural change and cultural borrowing, strategies of planned and unplanned change. | International Marketing 15th edition Philip R. Cateora, Mary C. Gilly, and John L. Graham Overview The importance of culture to an international marketer Definition and origins of culture The elements of culture The impact of cultural change and cultural borrowing Strategies of planned and unplanned change Roy Philip Opening Side Definitions and Origins of Culture Traditional definition of culture Culture is the sum of the values, rituals, symbols, beliefs, and thought processes that are learned, shared by a group of people, and transmitted from generation to generation. Individuals learn culture in three ways Socialization (growing up) Acculturation (adjusting to a new culture) Application (decisions about consumption and production) Roy Philip Origins, Elements, and Consequences of Culture Roy Philip Exhibit Geography Exercises a profound control Includes climate, topography, flora, fauna, and microbiology Influenced history, technology, economics, social institutions and way of thinking The ideas of Jared Diamond and Philip Parker Jared Diamond Historically innovations spread faster east to west than north to south Philip Parker Reports strong correlations between latitude (climate) and per capita GDP Roy Philip History History - Impact of specific events can be seen reflected in technology, social institutions, cultural values, and even consumer behavior Tobacco was the original source of the Virginia colony’s economic survival in the 1600s American values and institutions influenced by Adam Smith’s book The Wealth of Nations Military conflicts in the Middle East brought about new cola alternatives such as Mecca Cola, Muslim Up, and Arab Cola. Roy Philip Social Institutions School – the most important social institution Direct link between a nation’s literacy rate and its economic development Difficult to communicate with a market when a company must depend on symbols and pictures The media – it has replaced .
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