Ch3 social and cultural environments
社会文化视角英语作文
社会文化视角英语作文英文：As a person who grew up in a multicultural society, I have always been fascinated by the way social and cultural perspectives shape our understanding of the world. In my opinion, social and cultural perspectives play a crucialrole in shaping our beliefs, values, and behaviors. They influence the way we interact with others, the way we perceive the world around us, and the way we make decisions.For example, in my own experience, I have noticed how different cultural perspectives can lead to different approaches to conflict resolution. In Western cultures,there is often an emphasis on individualism and assertiveness, which can lead to a confrontational approach to conflict. On the other hand, in Eastern cultures, thereis often an emphasis on collectivism and harmony, which can lead to a more indirect and conciliatory approach to conflict.中文：作为在多元文化社会长大的人，我一直对社会文化视角如何塑造我们对世界的理解感到着迷。
ch04SocialandCulturalEnvironments(全球营销,沃伦
© 2005 Prentice Hall
4-19
Diffusion Theory
© 2005 Prentice Hall
4-10
Dietary Preferences
Would you eat…..
– Reindeer (Finland) – Rabbit (France) – Rice, soup, and grilled fish for breakfast
(Japan) – Kimchi - Korea – Blood sausage (Germany)
Power Distance Individualism / Collectivism Masculinity Uncertainty Avoidance Long-term Orientation
© 2005 Prentice Hall
4-18
Self-Reference Criterion and
Visual – embodied in the color or shape of a product, label, or package
Styles – various degrees of complexity, for example are perceived differently around the world
– Pop culture; coffee culture; fast-food culture
Primary the product of an interconnected world
© 2005 Prentice Hall
4-6
Attitudes, Beliefs and Values
Attitudes - learned tendency to respond in a consistent way to a given object or entity Belief - an organized pattern of knowledge that an individual holds to be true about the world Value - enduring belief or feeling that a specific mode of conduct is personally or socially preferable to another mode of conduct
社会与文化英语作文
社会与文化英语作文英文回答：In the intricate tapestry of human society, the interplay between social and cultural forces shapes our values, beliefs, and behaviors. This reciprocalrelationship has a profound impact on our experiences, identities, and the collective fabric of our communities.Culture, broadly defined as the shared values, customs, beliefs, and norms of a group, exerts a formative influence on society. It provides a framework for how we interpret the world, interact with others, and organize our lives. For example, in high-context cultures like Japan, nonverbal communication plays a crucial role in conveying subtle social cues, while in low-context cultures like the United States, explicit language is more prevalent.Conversely, society shapes culture through its institutions, norms, and power dynamics. Laws and socialpolicies reflect and reinforce societal values, while the media and educational systems disseminate cultural beliefs and narratives. For instance, the American emphasis on individualism has fostered a culture that values personal achievement and self-reliance.This dynamic relationship between society and cultureis evident in various aspects of our lives. Our understanding of gender roles, for example, is shaped by both social norms and cultural expectations. In some societies, women are expected to prioritize domestic duties, while in others, they are encouraged to pursue careers and leadership roles.Similarly, the way we express emotions is influenced by cultural norms. In some cultures, it is considered appropriate to display strong emotions publicly, while in others, emotional restraint is highly valued. Thesecultural variations highlight the impact of society on our emotional experiences.Furthermore, the relationship between society andculture has significant implications for social change. Cultural beliefs and values can both facilitate and hinder societal progress. For example, traditional gender roles may perpetuate gender inequality, while cultural norms that promote tolerance and inclusivity can foster a more equitable society.In conclusion, the relationship between society and culture is a complex and multifaceted one. Culture provides a foundational framework for society, while society shapes and evolves culture in response to its own needs and challenges. Understanding this dynamic relationship is essential for navigating the complexities of human interaction and fostering social progress.中文回答：社会与文化之间互动密切，相互影响，塑造着我们的价值观、信念和行为方式。
国际市场营销(双语)ch032.2 Social and cultural environment
Keegan: Global Marketing Management
Chapter 3/ 7
High- and Low-Context Cultures (2)
High-context culture
Less information is contained in the verbal part of the message
Global Marketing Management
Chapter 3 Social and Cultural Environments
Overview
Basic Aspects of Society & Culture Analytical Approaches to Cultural Factors Impact on Industrial Products Impact on consumer Products Cross-Cultural Complications Summary
Negotiations - lengthy
Competitive Bidding
- infrequent
Low-Context - very important - ‘get it in writing’ - ‘time is money’
Keegan: Global Marketing Management
Chapter 3/ 6
High- and Low-Context Cultures (1)
Low-context culture:
Messages are explicit Words carry most of the information in communication United States, Switzerland, Germany
社会文化英语演讲稿范文
Ladies and gentlemen,Good morning/afternoon/evening. It is my great honor to stand before you today to discuss a topic that is both vast and deeply personal: the rich tapestry of global social and cultural diversity. In a world that is increasingly interconnected, understanding and appreciating our differences is more crucial than ever. Today, I will explore the significance of social and cultural diversity, its impact on our lives, and how we can embrace it to create a more harmonious and inclusive society.I. The Significance of Social and Cultural DiversityA. Cultural Heritage and IdentityThe world is a mosaic of cultures, each with its unique traditions, languages, and histories. Our cultural heritage shapes who we are and where we come from. It provides us with a sense of identity and belonging, and it is essential for maintaining the fabric of our societies.B. Encouraging Innovation and CreativityCultural diversity fosters innovation and creativity. When people from different backgrounds come together, they bring with them a wealth of ideas and perspectives. This cross-pollination of thoughts can lead to groundbreaking advancements in science, technology, art, and more.C. Promoting Understanding and ToleranceUnderstanding and appreciating different cultures can help break down barriers and foster tolerance. It encourages us to look beyond our own experiences and to see the world from multiple viewpoints, which is crucial for building a more inclusive and compassionate society.II. The Impact of Social and Cultural Diversity on Our LivesA. Personal Growth and LearningEngaging with diverse cultures allows us to broaden our horizons and learn from others. It helps us develop empathy, adaptability, and open-mindedness, which are valuable traits in our ever-changing world.B. Economic AdvantagesA diverse society can offer significant economic benefits. When people from different backgrounds collaborate, they bring a variety of skills and expertise, leading to more robust and resilient economies.C. Social Cohesion and PeaceCultural diversity can also contribute to social cohesion and peace. By recognizing and valuing our differences, we can build stronger communities and prevent conflicts that arise from misunderstanding and discrimination.III. Embracing Social and Cultural DiversityA. Education and AwarenessEducation is key to fostering understanding and appreciation of social and cultural diversity. By incorporating diverse perspectives into our curriculum, we can equip future generations with the knowledge and skills needed to navigate a multicultural world.B. Promoting Inclusive PoliciesGovernments and organizations must implement inclusive policies that ensure everyone has equal opportunities to participate in society, regardless of their cultural background.C. Cultural Exchange and Exchange ProgramsCultural exchange programs, such as student exchanges, international workshops, and festivals, can help break down stereotypes and build bridges between different cultures.D. Individual ActionsAs individuals, we can also contribute to the celebration of social and cultural diversity. By being open-minded, respecting others' cultures,and supporting initiatives that promote inclusivity, we can make a positive impact on our communities.IV. ConclusionIn conclusion, the rich tapestry of global social and cultural diversity is a treasure that we must cherish and protect. It is not only essential for our personal growth and development but also for the prosperity and harmony of our societies. By embracing our differences, we can create a more inclusive, compassionate, and innovative world.Ladies and gentlemen, let us work together to weave this tapestry of diversity into the very fabric of our lives, ensuring that each thread contributes to a beautiful and vibrant picture of humanity.Thank you for your attention.。
国际市场营销 全球营销学每章课后习题答案
全球营销学第四版每章课后习题答案第一章Introduction to Global Marketing1.What are the basic goals of marketing? Are these goals relevant to globalmarketing?P31、Surpass the competition at the task of creating perceived value for customers2、The Guide line is the value equation –Value = Benefits/Price (Money, Time, Effort, Etc.)P42.What is mean by “global localization”?（全球本土化策略）Is Coca-Cola a globalproduct? Explain.The phrase “global localization” represents an attempt to capture the spirit of the rallying cry for o rganizations in the 21st century, namely, “think globally, act locally.”Most people will agree that Coca-Cola is a global product by virtue of the fact that it is available in more than 195 countries in red cans bearing the distinctive signature style. It must be noted, however, that customer service efforts are adapted to the needs of particular markets, e.g., vending machines in Japan. Thus, Coca-Cola is both global and local.3.Describe some of the global marketing strategies available to companies. Giveexamples of companies that use the different strategies.Global marketing strategies: 1. global market participation is the extent to which a company has operations in major world markets; 2. standardization versus adaptation is the extent to which each marketing mix element can be standardized or adapted in various country markets; 3. concentration of marketing activities is the extent to which activities related to marketing mix are performed in one or a few country locations; 4. coordination of marketing activities is the extent to which activities related to marketing mix are performed interdependently around the globe; 5. integration of competitive moves is the extent to which a firm’s competitive marketing tactics in different parts of world are interdependent.Examples: 1. Coke is the best-known, strongest brand, as the Coca-Cola Company, supporting its Coke, Fanta, and Powerade brands with marketing mix elements both that are globe and local, is adept at adapting sales promotion, distribution, and customer service efforts to local needs;2. Mcdonald’s business model is a restaurant system that can be set up virtually anywhere in the world and offers core menu items-hamburgers, French fries, and soft drinks-in most countries, and the company also customizes menu offerings according to local eating customs.4.How do the global marketing strategies of Harley-Davidson and Toyota differ?Harley-Davidson motorcycles are known the world over as “the” all-American motorcycle. Harley’s mystique and heritag e are associated with the USA. The company backs up this positioning with exports from two U.S. manufacturing locations. By contrast, Toyota builds some models (e.g., Camry and Avalon) for the U.S. market in the U.S., a fact that Toyota stresses in its American ad. Thus, Harley-Davidson serves global markets while sourcing locally, while Toyota’s strategy calls for serving world markets and using the world as a source of supply.5.Describe the difference between ethnocentric, polycontric, regiocentric, andgeocentric management orientations.The premise of an ethnocentric orientation is that home country products and management processes are superior. An ethnocentric company that neither sources inputs from, nor seeks market opportunities in the world outside the home country may be classified as an domestic company. A company that does business abroad while still presuming the superiority of the home country may be classified as an international company. Such a company would rely on an extension strategy whereby it would export, without adaptation, products designed for the domestic market.The polycentric orientation that predominates at a multinational company leads to aview of the world in which each country markets is different from the others. Local country managers operating with a high degree of autonomy adapt the marketing mix in a polycentric, multinational company. Managers who are regiocentric or geocentric in their orientations recognize both similarities and differences in world markets. Market opportunities are pursued using both extension and adaptation strategies. The regiocentric and geocentric orientations are characteristic of global transnational companies.OrEthnocentric orientation: home country is superior to the rest of the world, sees similarities in foreign countries，leads to a standardized or extension approach; Polycentric orientation: the opposite of ethnocentrism, each country in which a company does business is unique, sees differences in foreign countries, leads to localized or adaption approach; Regiocentric orientation: a region becomes the relevant geographic unit; management`s goal is to develop an integrated regional strategy; Geocentric orientation：views the entire world as a potential market and strives to develop integrated world market strategies.6.Identify and briefly describe some of the forces that have resulted in increased globalintegration and the growing importance of global marketing.P21+Driving Forces：Regional economic agreements、Market needs and wants、TechnologyTransportation and communication improvements、Product development costs、Quality、World economic trends、LeverageRestraining Forces：Management myopia、Organizational culture、National controls 7.Define leverage and explain the different types of leverage utilized by companieswith global operations.Define leverage：P25第二章The Global Economic Environment1.Explain the difference between market capitalism, centrally planned capitalism,centrally planned socialism, and market socialism. Give an example of a country that illustrates each types of system.Market capitalism is an economic system in which individuals and firms allocate resources and production resources are privately owned. (England).Centrally planned capitalism is an economic system in which command resource allocation is utilized extensively in an environment of private resource ownership. (Sweden)Centrally planned socialism, in this type of economic system, the state has broad powers to serve the public interest as it sees fit. (Former Soviet Union)Market socialism, in such a system, market allocation policies are permitted within an overall environment of state ownership. (China)2.What is a BEM? Identify the BEMs according to their respective stages of economicdevelopment.P53P56-583. A manufacture of satellite dishes is assessing the world market potential for hisproducts. He asks you if he should consider developing countries as potential markets.How would you advise him?Despite the difficult economic conditions in parts of developing countries, many nations will involve into attractive markets.One of marketing’s roles in developing countries is to focus resources on the task of creating and delivering products that are best suited to local needs and incomes. The role of marketing to indentify people’s needs and wants is the same in all countries, irrespective of level of economic development. It is also an opportunity to help developing countries join the information age.And P654.Turn to the Index of Economic Freedom (Table 2-1) and identify where the BEMs areranked. What does the result tell you in terms of the relevance of the index to global marketers?P52第三章Social and Cultural Environments1.What are some of the elements that make up culture? How do these find expression inyour native culture?Culture is a collection of Values, beliefs, behaviors, customs, and attitudes that distinguish one society from another.Culture is acted out in social institutions, such as, family, education, religion, government, business.2.What is the difference between a low-context culture and a high-context culture?Give an example of a country that is an example of each type and provide evidence for your answer.PPT 第四章4-63.How can Hofstede’s cultural typologies help Western marketers better understandAsian culture?P874.Explain the self-reference criterion(自我参照准则). Go to the library and findexamples of product failures that might have been avoided through the application of the SRC.Unconscious reference to one’s own cultural values; creates cultural myopia5.Briefly explain the social research of Everrtt Rogers regarding diffusion ofinnovations,……P94pare and contrast USA and Japan in terms of traditions and organizationalbehavior and norms.第四章The Legal and Regulatory Environments of Global Marketing1.What is sovereignty? What is it an important consideration in the politicalenvironment of global marketing?sovereignty2.Describe some of the sources of political risk. Specially, what forms can political risktake?Tension between aspirations and realityPrimarily occurs in lower and lower-middle income countries–Indonesia and economic crisisWhen political risk occurs in high income countries, it is generally due to a long-standing conflict–Northern IrelandP1423.Briefly describe some of the differences between the legal environment of a countrythat embraces common law and one that observes civil law.4.Global marketers can avoid legal conflicts by understanding the reasons conflictsarise in the first place. Identify and describe several legal issues that relate to global commerce.Intellectual PropertyAntitrustContractualLicensing and Trade Secrets5.“See you in court” is one way to respond when legal issues arise. What otherapproaches are possible?LitigationFormal arbitration–Settles disputes outside of court–Groups agree to abide by panel’s decision1958 United Nations Convention on the Recognition and Enforcement of Foreign Arbitral Awards–Most important treaty regarding international arbitration第五章Global Information Systems and Market Research1.Explain two information technology puts powerful tools in the hands of globalmarketers.Modern IT tools provide the means for a company's marketing information system and research functions to provide relevant information in a timely, cost –efficient, and actionable manner.Electronic data interchange (EDI) allows business units to submit orders, to issue invoices, to conduct business electronically, Wal-Mart legendary for its EDI, save time and money, enables retailers to improve inventory management. Transaction formats are universalEfficient Consumer Response (ECR) This is in addition to EDI, an effort for retailers and vendors to work closely on stock replenishment(补充). ECR can be defined as a joint initiative by members of a supply chain to work toward improving and optimizing(最优化) aspects of the supply chain to benefit customersIntranet, Electronic Point of Sale (EPOS), Data Warehouses are also helping businesses improve their ability to target consumers and increase loyalty.2.What are the different modes of information acquisition? Which is the most importantfor gathering strategic information?3.4、Outline the basic steps of the market research process.5、What is the difference between existing, latent, and incipient demand? How mightthese differences affect the design of a marketing research project?Demand and profit potential, in turn, depend in part on whether the market being studied can be classifieds existing or potential. Existing markets are those in which customer needs are already being served by one or more companies. In some instances, there is no existing market to research and. information may be readily available. A latent market is in essence, an und iscovered segment .It’s a market in which demand would materialize if an appropriate product were made available. An incipient market is a market that will emerge if particular economic demographic, political, or sociocultural trend continues. A company is not likely to achieve satisfactory results if it offers a product in an incipient market before the trends have taken root.Market growth, brand loyalty, market segment, product, sales promotion, pricing, distribution, will be different in marketing research project.6.Describe some of the analytical techniques used by global marketers. When is it appropriate to use each technique?A number of techniques are available for analyzing survey data.Factor analysis can be used to transform large amount of data into manageable units. It is useful in psychographic segmentation studies or creating perceptual maps; cluster analysis allows the researchers to group variables into clusters that maximize within-group similarities and between-group differences. It can be used to do global marketing research, to perform benefit segmentation, and to identify new product opportunities. Multi dimensional scaling is another technique for creating perceptual maps which is particular useful when there are many product to choose and consumers have difficulty in verbalizing their conceptions. Conjoint analysis is used to gain insights into the combination of features that will be the most attractive to consumers. It is useful when determines the values and utilities of the various levels of product features and plots them graphically.第六章Segmentation, Targeting, and Positioning1.differentiate the five basic segmentation strategies. Give an example of a companythat has used each one.P170-P1831、IncomePopulationsAge distributionGenderEducationOccupation2、Grouping people according to attitudes, value, and lifestyles3、4、Benefit segmentation focuses on the value equation–Value = Benefits / Price5、The population of many countries includes ethnic groups of significant size2.Explain the difference between segmenting and targeting.P200pare and contrast standardized, concentrated, and differentiated global marketing.Illustrate each strategy with an example from a global company.Standardized global marketing is mass marketing on a global scale with undifferentiated target marketing (Revlon International)Concentrated global marketing, involves devising a marketing mix to reach a niche. A niche is simply a single segment of the global market. (Germany`s Winter halter) Differentiated global marketing, represents a more ambitious approach than concentrated target marketing with multi-segment targeting and two or more distinct markets (Rover)4.5.What is positioning? Identify the different positioning strategies presented in thechapter and give examples of companies or products that illustrate each.Locating a brand in consumers’minds over and against competitors in terms of attributes and benefits that the brand does and does not offer.P192-1956.What is global consumer culture positioning? What other strategic positioningchoices do global marketers have?Identifies the brand as a symbol of a particular global culture or segment.P1967.What is high-touch product? Explain the difference between high-tech productpositioning and high-touch product positioning. Can some products be positioned using both strategies? Explain.High-tech products are sophisticated technologically complex, and/or difficult to explain or understand, and frequently evaluated in terms of their performance against established objective standards. High-tech global consumer positioning also works well for special interest products associated with leisure of recreation.High-touch products, consumers are generally energized by emotional motives rather than rational ones, and frequently evaluated in terms of their performance against established subjective, aesthetic terms.Some products can be positioned using both strategies, with both satisfying buyers’ rational criteria and evoking an emotional response. Nokia, for example, combines technical performance with a fashion orientation.第七章Global Market Entry Strategies:1.What are the advantages and disadvantages of using licensing as a market entry tool?Give examples of companies from different countries that use licensing as a global marketing strategy.Advantages to LicensingProvides additional profitability with little initial investmentProvides method of circumventing tariffs, quotas, and other export barriersAttractive ROILow costs to implementDisadvantages to LicensingLimited participationReturns may be lostLack of controlLicensee may become competitorLicensee may exploit company resourcesP2062.What is foreign direct investment? What forms can FDI take?P209Partial or full ownership of operations outside of home countryForms:Joint ventures–Minority or majority equity stakes–Outright acquisition3.Do you agree with Ford’s decision to acquire Jaguar? What was more valuable toFord---the physical assets or the name?P2154.What is meant by the phrase global strategic partnership? In what ways does this formof market entry strategy differ from more traditional forms such as joint ventures? Participants remain independent following formation of the allianceParticipants share benefits of alliance as well as control over performance of assigned tasksParticipants make ongoing contributions in technology, products, and other key strategic areasPPT3055.What are Keiretsu? How does this form of industrial structure affect companies thatcompete with Japan or that are trying to enter the Japanese market?PPT307书P2276.Which Strategic options for market entry or expansion would a small company belikely to pursue? A large company?StrategiesCompanies must decide to expand by:–Seeking new markets in existing countries–Seeking new country markets for already identified and served market segments第八章Product and Brand Decisions1.What is the difference between a product and a brand?A product is a good, service, or ideaBrandsBundle of images and experiences in the customer’s mindA promise made by a particular company about a particular productA quality certificationDifferentiation between competing productsThe sum of impressions about a brand is the Brand ImageThe added value that accrues to a product as a result of investments in the marketing of the brandAn asset that represents the value created by the relationship between the brand and customer over time2.How do local, international, and global products differ? Cite examplesLocal Product is one that has achieved success in a single national market and represents the lifeblood of domestic companies. （Coca-cola, ginseng beverage only in Japan）International product is offered in several markets in a particular region (Euro-product, only in euro zone)Global product meets the wants and needs of a global market and is offered in all world regions (personal stereos)3.What are some of the elements that make up a brand? Are these elements tangible orintangible?IntangibleP2414.What criteria should global marketers consider when making product designdecisions?In many instances, packaging is an integral element of product-related design decisions. Packaging is designed to protect or contain the product during shipping；Labeling provides consumers with various types of information; Aesthetics differ around the world. Global marketers must understand the importance of visual aesthetics; Product Warranties is a written guarantee that assures the buyer is getting what they paid for or provides a remedy in case of a product failure. Warranties can be used as a competitive tool5.How can buyer at titudes about a product’s country of origin affect marketing strategy?买家对于原产国的态度对营销策略有什么影响？Perceptions about and attitudes toward particular countries often extend to products and brands known to originate in those countries–Japan–Germany–France–ItalyP252-2546.Identify several global brands. What are some of the reasons for the global success ofthe brands you chose?Both products and brand are good……7.Briefly describe various combinations of product-communication strategies availableto global marketers. When is it appropriate to use each?Product-communication extension (dual extension) is a strategy selling the same product with the same promotional appeals used in domestically when pursuing opportunities outside the home market. It used frequently with industrial (business to business) products.Product extension-communication adaptation strategy is a relatively low cost of implementation because the physical product is unchanged, and the main costs are associated with market research and revising promotional appeals. It used frequently when consumer conceptions outside the home market are very different from domestic marketProduct adaptation-communication extension is an approach to global product planning is to extend, without change, the basic home-market communications strategy while adapting the product to local use or preference conditions. It used frequently when natural conditions outside the home market are very different from domestic market Product-communication adaptation (dual adaptation) strateg y is an approach used both the different product serves and advertising appeals to consumer receptivity when comparing a new geographic market to the home market, environmental conditions or consumer preferences differ;第九章Pricing Decisions1.What are the basic factors that affect price in any market? What considerations enterinto the pricing decision?In global marketing, the task of setting prices is complicated by fluctuating exchange rates. Currency fluctuations can create significant problems and opportunities for the classic international company that exports from the home country.Inflation, or a persistent upward change in price levels, is a problem in many country markets. It can be caused by an increase in the money supply and currency devaluation. Governmental policies and regulations that affect pricing decisions include dumping legislation, resale price maintenance legislation, price ceilings, and general reviews of price levels.Pricing decisions are bounded not only by cost and nature of demand but also by competitive action.Competitive Behavior: If competitors do not adjust their prices in response to rising costs it is difficult to adjust your price to maintain operating margins; If competitors are manufacturing or sourcing I a lower-cost country, it may be necessary to cut prices to stay competitiveThe global marketer has several options for addressing the problem of price escalation orthe environmental factors described in the last section.2.Define the various types of pricing strategies and objectives available to globalmarketers.Market Skimming and Financial Objectives: Market Skimming charges a premium price which may occur at the introduction stage of product life cyclePenetration Pricing and Non-Financial Objectives: Penetration Pricing charges a low price in order to penetrate market quickly which appropriates to saturate market prior to imitation by competitors3.Identify some of the environmental constraints on global pricing decisions. Currency FluctuationsInflationary EnvironmentGovernment Controls, Subsidies, RegulationsCompetitive BehaviorSourcing4.Why do price differences in world markets often lead to gray marketing?Because price differences in world markets lead to trademarked products are exported from one country to another where they are sold by unauthorized persons or organizationsGray marketing occurs when product is in short supply, when producers use skimming strategies in some markets, and when goods are subject to substantial mark-ups 5.What is dumping? Why was dumping such an important issue during the UruguayRound of GATT negotiations?Sale of an imported product at a price lower than that normally charged in a domestic market or country of origin.P2966.What is transfer price? Why is it an important issue for companies with foreignaffiliates(外国子公司)? Why did transfer pricing in Europe take on increased importance in 1999?The transfer price is that Pricing of goods, services, and intangible property bought and sold by operating units or divisions of a company doing business with an affiliate in another jurisdiction.P2997.What is the difference between ethnocentric, polycontric, and geocentric pricingstrategies? Which one would you recommend to a company that has global market aspirations?P291-292 PPT240-242pare and contrast the different forms of countertrade.Countertrade occurs when payment is made in some form other than moneyOptions–BarterThe least complex and oldest form of bilateral, non-monetary counter-tradeA direct exchange of goods or services between two parties–Counter-purchase P303-304–Offset–Compensation trading–Cooperation agreements–Switch trading第十章Global Marketing Channels and Physical Distribution1.In what ways can channel intermediaries create utility for buyers?ObjectivesMarketing channels exist to create utility for customers–Place utility -availability of a product or service in a location that is convenient to a potential customer–Time utility -availability of a product or service when desired by a customer–Form utility -availability of the product processed, prepared, in proper condition and/or ready to use–information utility -availability of answers to questions and general communicationabout useful product features and benefits2.What factors influence the channel structures and strategies available to globalmarketers?B2CThe characters of both buyers and products have an important influence on channel design.The number of individual buyers and their geographic distribution, income, shopping habits and different channel approaches.Products characters such as degree of standardization, perishability, bulk, service requirements, and unit price have an impact as well.Channels tends to be longer as the number of consumers to be served increases and the price per unit decreases. Bulky products usually require channel arrangements that minimize the shipping distances and the number of times products change hands before they reach the ultimate customer.B2BAs is true with consumer channels, product and consumer characteristics have an impact on channel structure. Three basic elements are involved: the manufacture's sales force, distributors or agents and wholesalers.Channel strategy in a global marketing program must fit the company's competitive position and overall marketing objectives in each national market.market factors: consumer profiles, market size and location of country.3.What is cherry picking? What approaches can be used to deal with this problem?P323pare and contrast the typical channel structures for consumer products andindustrial products.P340 PPT252-2555.Identify the different forms of retailing and cite an example of each form. Identifyretailers from as many different countries as you can.PPT258-259 P3256.Identify the four retail market expansion strategies discussed in the text. What factorsdetermine the appropriable mode?Organic–Company uses its own resources to open a store on a green field site or acquire one or more existing retail facilitiesFranchise–Appropriate strategy when barriers to entry are low yet the market is culturally distant in terms of consumer behavior or retailing structuresChain Acquisition–A market entry strategy that entails purchasing a company with multiple existing outlets in a foreign countryJoint Venture–This strategy is advisable when culturally distant, difficult-to-enter markets are targeted 7.What special distribution challenges exist in Japan? What is the best way for anon-Japanese company to deal with these challenges?第十一章Global Marketing Communications Decisions:Advertising and Public Relations1.In what ways can global brands and global advertising campaigns benefit a company? P3482.How does the “standardized versus localized” debate apply to advertising?Four difficulties that compromise an organization’s communicat ion efforts–The message may not get through to the intended recipient.–The message may reach the target audience but may not be understood or may even be misunderstood.–The message may reach the target audience and may be understood but still may not induce the recipient to take the action desired by the sender.–The effectiveness of the message can be impaired by noise.。
英语社会文化类作文模板
英语社会文化类作文模板Title: The Impact of Social and Cultural Factors on English Society。
Introduction。
Social and cultural factors play a significant role in shaping the English society. These factors encompass a wide range of aspects such as traditions, customs, beliefs, values, and norms. They influence the way people interact, communicate, and behave in the society. In this essay, we will explore the impact of social and cultural factors on English society.Social Class。
One of the most prominent social factors in English society is social class. The English society has long been stratified into different social classes, including the upper class, middle class, and working class. Each class has its own distinct cultural practices, values, and lifestyle. The upper class is often associated with wealth, privilege, and high social status. They tend to uphold traditional customs and maintain a certain level of formality in their interactions. The middle class, on the other hand, is characterized by a strong work ethic, education, and aspirations for social mobility. They value education, career success, and financial stability. The working class, often associated with manual labor and lower income, has its own cultural practices and values, including a strong sense of community and solidarity. Social class influences various aspects of English society, including education, employment, housing, and social mobility.Religion。
Social and Cultural Environments
寬頻
• 擁有很大的容量，能同時傳輸多個聲音、資 料及影像頻道 • 頻寬大小可決定通過某一傳輸管道的頻率 範圍
15-15
©2011 Pearson Education Taiwan
寬頻
• • • • • 讓使用者可以接收音頻、影像及媒體 線上遊戲 線上教學 醫學診斷及治療 電子商務
15-16
©2011 Pearson Education Taiwan
網站與設計
• 公司網站可自製也可外包 • 註冊特定國家的網域名稱 • 將網站的語言當地化，同時依照當地的國情 為公司命名 • 每個特定國家的網站都應反映當地文化、習 俗與審美觀 • 隱私議題：歐盟是全球法規最嚴格的地區， 其對隱私權的標準現在也被加拿大、澳洲和 亞洲等其他地區採用
15-14
©2011 Pearson Education Taiwan
15-5
©2011 Pearson Education Taiwan
產業輻合
輻合(convergence) 代表結合之前各自獨 立的產業與產品類別
15-6
©2011 Pearson Education Taiwan
價值網路與突破性科技
• 創新者的兩難 (innovator's dilemma) • 價值網絡(value network) • 持續性技術(sustaining technology) • 突破性技術(disruptive technology)
• 網站也可依用途來分類：
– 消費者促銷活動vs.經銷商促銷活動推廣商品或服務 的促銷網站 – 提供新聞、娛樂，並支援公司公共關係的內容網站 – 讓消費者進行購買商品與服務的交易網站
15-12
©2011 Pearson Education Taiwan来自網站類別15-13
当代社会与文化英语作文结尾
当代社会与文化英语作文结尾英文回答：In contemporary society and culture, we witness a dynamic interplay between globalization and localization, technological advancements, and shifting social norms. These forces have profoundly shaped our experiences, values, and the ways in which we interact with the world around us.Globalization has fostered interconnectedness andcross-cultural exchange, allowing ideas, products, and traditions to circulate more freely than ever before. This has led to a blending of cultures and a greater awarenessof global issues, while simultaneously intensifying debates about cultural identity and authenticity.Technological advancements, particularly in the realmof digital communication, have revolutionized the way we access information, connect with others, and engage insocial and economic activities. Social media platforms,mobile devices, and the internet have transformed our daily lives, facilitating both greater connectivity and the dissemination of information.However, alongside these technological advancements, concerns have emerged about privacy, data security, and the potential for social media to amplify echo chambers and exacerbate social divisions. The proliferation of fake news and misinformation has also raised questions about the reliability of online information and its impact on public discourse.Moreover, contemporary society has witnessedsignificant shifts in social norms and values. The rise of individualism and consumerism has influenced our attitudes towards work, leisure, and personal relationships. Traditional gender roles and family structures are being challenged and redefined, leading to a more diverse and inclusive society.Despite these societal and cultural changes, many long-standing values and traditions continue to shape our lives.Religious beliefs, ethical principles, and artistic expressions play a vital role in defining our identitiesand shaping our interactions with others.As we navigate the complexities of contemporary society and culture, it is essential to foster critical thinking, embrace diversity, and strive for a balanced understandingof both global and local perspectives. By acknowledging the challenges and opportunities presented by this dynamic world, we can contribute to creating a more just, equitable, and fulfilling society.中文回答：在当代社会与文化中，我们见证了全球化与在地化、技术进步和社会规范转变之间的动态互动。
社会环境与文化信仰力量作文
社会环境与文化信仰力量作文英文回答：Social environment and cultural beliefs are powerful forces that shape our lives and influence our actions. They play a significant role in shaping our values, beliefs, and behaviors.The social environment refers to the surroundings and conditions in which we live, including the people we interact with, the institutions we are part of, and the cultural norms and values that guide our behavior. It includes factors such as family, friends, schools, workplaces, and communities. These social environments have a profound impact on our attitudes, beliefs, and actions.For example, growing up in a family that values education and encourages intellectual curiosity can instill a strong work ethic and a desire for knowledge. This cultural belief can drive a person to excel academicallyand pursue higher education. On the other hand, if an individual grows up in an environment where education is not valued or accessible, they may not prioritize their education and may not reach their full potential.Cultural beliefs also influence our behavior and decision-making processes. They shape our understanding of what is right and wrong, acceptable and unacceptable, and guide our interactions with others. For instance, in some cultures, it is customary to greet others with a handshake or a bow, while in other cultures, a kiss on the cheek or a hug may be more appropriate. These cultural norms dictate our behavior and help us navigate social interactions.Moreover, cultural beliefs can also impact ourattitudes towards certain issues. For example, in some cultures, gender equality is highly valued and promoted, leading to equal opportunities for both men and women. In contrast, in other cultures, traditional gender roles may be more prevalent, resulting in unequal treatment and limited opportunities for women.In my own life, I have experienced the influence of social environment and cultural beliefs firsthand. Growing up in a multicultural community, I was exposed to a variety of cultural traditions and beliefs. This exposure taught me to appreciate and respect different cultures and their unique perspectives. It also made me more open-minded and adaptable, as I learned to navigate different social environments and interact with people from diverse backgrounds.中文回答：社会环境和文化信仰是塑造我们生活和影响我们行为的强大力量。
- 1、下载文档前请自行甄别文档内容的完整性，平台不提供额外的编辑、内容补充、找答案等附加服务。
- 2、"仅部分预览"的文档,不可在线预览部分如存在完整性等问题,可反馈申请退款(可完整预览的文档不适用该条件!)。
- 3、如文档侵犯您的权益，请联系客服反馈,我们会尽快为您处理(人工客服工作时间：9:00-18:30)。
“I mean what I say”.
Messages are explicit and
specific信息明确具体 Words carry all information Reliance on legal paperwork 依赖法律文件 Focus on non-personal documentation of credibility 看重信誉的文件证明
文化是思维的集体性程序，这种程序使某一 群体与其他群体区分开来。
-
Geert Hofstede
-
If the mind is the hardware, culture is the software
8
What is Culture?
Culture
is defined as ways of living transmitted from one generation to another through social institutions Culture is divided into material and nonmaterial culture.
15
Power Distance权力距离
This dimension is the extent to which less powerful members of a society acபைடு நூலகம்ept the unequal distribution of power. High power distance Low power distance
persistence (perseverance) 坚持 Ordering relationships by status 根据地位排列关系 Thrift 节俭 A sense of shame 羞耻感
9
II.
High- and Low-Context Cultures 高背景文化与低背景文化
Context of a culture can either be high or low in terms of background information
High Context
Information resides in context
6
“People
are different around the world. Their needs, however, are the same. How they satisfy their needs is different, and this is what we mean by CULTURE.”
18
Masculinity/Femininity 男性化/女性化
Masculinity describes a society in which men are expected to be assertive果敢的, competitive, and concerned with material success, and women fulfill the role of nurturer 养育者and are concerned with issues such as the welfare of children. Femininity describes a society in which the social roles of men and women overlap（重叠交错）, with neither gender exhibiting overly ambitious or competitive behavior.
17
Uncertainty Avoidance不确定性避免 Uncertainty avoidance is the extent to which the members of a society are uncomfortable with unclear, ambiguous（模棱两可、含 糊）, or unstructured（无结构） situations.
14
III.
Hofstede‟s Cultural Typology
Power
Distance权力距离 Individualism / Collectivism个人主义/集体主 义 Masculinity/Femininity男性化/女性化 Uncertainty Avoidance不确定性避免 Long-term Orientation/Short-term Orientation长期导向/短期导向
16
Individualism/Collectivism 个人主义/集体主义
This
dimension is a reflection of the degree to which individuals in a society are integrated into groups In individualist cultures, each person is supposed to take care only of themselves and their immediate families直系亲属 In collectivist cultures, society's members are integrated into cohesive in-groups.
Chapter 3 Social and Cultural Environments
1
Opening case
Different Culture Different Business Customs
2
Culture’s Pervasive Impact
• Culture influences every part of our lives
Low Context
Guess what I really mean
信息存在于情景中 Emphasis on background, associations, basic values Less emphasis on legal paperwork不强调法律文件 Focus on personal reputation 看重个人信誉
19
Long-term Orientation/ Short-term Orientation
A long-term orientation (LTO) versus shortterm orientation to assess the sense of immediacy （直接意识）within a culture, whether gratification(满足) should be immediate or deferred. Long-term values
• •
Cultures impact on birth rates. Birthrates have implications for sellers of diapers, toys, schools, and colleges Consumption of different types of food influence is culture: Chocolate by Swiss, seafood by Japanese preference, beef by British, wines by France and Italy Even diseases are influenced by culture: stomach cancer in Japan, and lung cancer in Spain
People breathe on each Private space maintained other Polychronic多元时间观 Lengthy, get to know each other Monochronic单一时间观 Quick, get things done
11
International Comparison: Lawyers
日语
阿拉伯语 拉丁语
西班牙语
意大利语 英国英语 法语 美国英语 斯堪地那维亚语 德语 瑞士语
低语境的国家
13
语境
一个德国人，一个美国人，一个日本人到同一家餐 厅，都点了一个汉堡，结果由于厨师的疏忽把三个 汉堡中的肉都烤糊了，问，三个人会对此次说什么 一阵不存在什么争议的讨论后，结论是，德国人会 直接批判这个糊了的肉，批评这个厨师；美国人会 说，虽然肉的口味不太好，但是面包，沙拉，香葱 的味道还不错；日本人会说，面包，沙拉，香葱的 味道不错。 是啊，至于肉，你自己揣测去吧。这就是高语境
Saudi Arabia, Japan
Switzerland, US, Germany 10
High- and Low-Context Cultures
Factor/Dimension Lawyers A person‟s word Responsibility for Organizational error个人对组织所 犯错误的责任 Space Time Negotiations High Context Less Important Is his/her bond Taken by highest level Low Context Very Important Not reliable – get it in writing Pushed to the lowest level
Task of Global Marketers
Study
and understand the country cultures in which they will be doing business Incorporate this understanding into the marketing planning process