1、Chapter 8Intercultural Marketing Communication第1页，共29页。Learning ObjectiveBy the end of this chapter,you should be able tooUnderstand the role of culture plays in international marketing and advertisingoGain insight into controversial issues of global marketing and advertisingoAnalyze consumer behavi
2、or from different cultural viewpointsoUnderstand the importance of appropriate translation of advertisements第2页，共29页。Advertising DefinedoAdvertising is“the non-personal communication of information usually paid for and usually persuasive in nature about products,services or ideas by identified spons
3、ors through the various media”-Courtland L.Bovee第3页，共29页。QuestionoCould you use the communicative theory to explain advertising communication?第4页，共29页。Components of Communication第5页，共29页。Cultural Influence on Marketing and Advertising第6页，共29页。Verbal Language第7页，共29页。Chevy Novao“No va”means“it wont g
4、o”in Spanish第8页，共29页。Electrolux vacuum cleaneroNothing sucks like an Electrolux.第9页，共29页。Good Exampleso“飞鸽”牌自行车o“永久”牌自行车o“钻石”牌手表o“博士”文具o“乐凯”胶卷o“王朝”牌葡萄酒oFlying PigeonoForeveroDiamond oDoctor oLuck oDynasty 第10页，共29页。What are the characteristics of a good slogan?oShortoCatchyoBe able to communicate th
5、e main charateristics of the product or service whch is being advertiszed第11页，共29页。Nonverbal Language第12页，共29页。Inappropriate use of touchoIn Saudi Arabian,this photo had to be modified.第13页，共29页。Global MarketingoTo act locally?(localization)oTo act universally?(standardization)第14页，共29页。Standardizat
6、ion oConsumers in the world have the same need and desires so that universal appeals can be used to persuade them all.第15页，共29页。Business ImplicationoCompanies can achieve great economy of scale by offering identical products worldwide at identical price via identical distribution channels,supported
7、by identical sales and promotion programs.第16页，共29页。第17页，共29页。LocalizationoThis concept holds that advertising is a local problem.It is natural that marketing practices will vary from country to country.第18页，共29页。Business ImplicationoA successful marketing approach in one country will not automatica
8、lly work in another country.Therefore,the emphasis should thus be on the differences between consumer needs and marketing systems in different countries.第19页，共29页。Cultural Variations&MarketingoPower distanceoUncertainty avoidanceoIndividualism vs.collectivismoMasculinity vs.femininity第20页，共29页。Power
9、 distance High power distanceoValue conformityoBehave as they are toldLow power distanceoConsulting with othersoConviction of merits第21页，共29页。Uncertainty AvoidanceoDiffusion oAdoptionoBrandingoLabelingoChannel strategymarketing第22页，共29页。Uncertainty AvoidanceHighoReluctant to accept innovationsLowoMo
10、re likely to make innovative purchases第23页，共29页。Individualism vs.CollectivismoRely one inner valuesoInnovative consumersoLook to othersoLess likely to be innovative consumers第24页，共29页。Masculinity vs.FemininityoPrestigious products and brandsoEnvironmental-friendly products or services第25页，共29页。Think
11、ing globally&Acting locallyoCultural universals are smalloCultural differences are greatCulture A Culture B第26页，共29页。Global MarketingStandardized productsLocalized approaches第27页，共29页。Global value groupsoStriveroDevoutsoAltruistsoIntimatesoFun seekersoCreatives 第28页，共29页。Assignment oWhat is the role that culture plays in international marketing?Use specific examples to support your answeroWhat are the differences of consumer behavior in different cultures?第29页，共29页。
