1、Chapter 3 Managing the Cultural Differences in International MarketingLearning Objectives本章学习目标1.Identify the elements of culture and examine how they affect marketing practices.识别文化因素，并且清楚其如何在世界范围内影响营销活动。2.Describe the global consumer culture as it manifests itself around the world.从全球范围来描述全球化的顾客文化
2、。3.Understand the countermeasure in cross-cultural management.了解跨文化管理的对策。Framework1、The Role of Cultural Forces 2、Resolving the Multinational Paradoxes with Common Frameworks3、Managing Cultural Biases and Mental Sets4、The Six Perspectives on Managing Cultural Differences5、The Role of Personal Relati
3、onships6、Focus on the Individual or on the Group7、About Equality8、Language and Information Exchange 9、The Value of time 10、Institution,Business,and Individual11、Managing Cultural Differences，Situation by Situation12、Synergistically Managing Cultural DifferencesDefining Culture An integrated system o
4、f learned behavior patterns that are distinguishing characteristics of the members of any given society.The definition encompasses a wide variety of elements,from materialistic to the spiritual.Acculturation Adjusting or adapting to a specific culture other than ones own and“one of the keys to succe
5、ss in international operations.Context Cultures High-context culture is where the social context in which what is said strongly affects the meaning of the message.Examples:Japan and Saudi Arabia Low-context culture is where the meaning of the message is explicitly expressed by the words and is less
6、affected by the social context.Example:North AmericaElements of CultureElementsLanguage verbal non-verbalReligionValues and AttitudesManners and CustomsMaterial ElementsAestheticsEducationSocial InstitutionsLanguage Verbal How words are spoken.Gestures made.Body position assumed.Degree of eye contac
7、t.Local language capabilitys important role in international marketing Aids in information gathering and evaluation.Provides access to local society.Important to company communications.Allows for interpretation of contexts.Nonverbal Language Hidden language of cultures Time flexibility and sensibili
8、ty.Social acquaintance and rapport.Personal physical space and personal touching.Non-verbal gestures and signaling.Dominate Religions of The World Christianity-2.0 billion followers Islam-1.2 billion followers Hinduism-860 million followers Buddhism-360 million followers Confucianism-150 million fol
9、lowersManners and Customs Potential problem areas for marketers arise from an insufficient understanding of:different ways of thinking.the necessity of saving face.knowledge and understanding of the host country.the decision-making process and personal relations.the allocation of time for negotiatio
10、ns.Social Institutions Kinship relationships immediate and extended family Social stratification Reference groups Primary reference groups family,coworkers Secondary reference groups professional associations,trade organizationsTo Give or Not To GiveMaking Culture WorkEmbrace local culture.Build rel
11、ationships.Employ locals to gain cultural knowledge.Help employees understand you.Adapt products and processes to local markets.Coordinate by region.A ModelThe Chapters Referential Questions:本章参考题（1）Discuss the definition and concept“culture”and the different ways it can impact on international mark
12、eting.谈谈关于“文化”的定义和概念，以及文化对于国际市场营销活动所产生的影响（2）Describe some of the problems involved in balancing global and local approaches in international marketing.叙述在实施国际市场营销中平衡全球化思维和当地化运作过程中会面临的问题，举例说明（3）What are common frameworks in managing the cultural differences?在管理文化差异方面，有那些可以应用的通用型方法？（4）Identify some ge
13、neral guidelines for understanding and managing cultural differences.叙述在理解和管理文化差异方面的普遍原则（5）Discuss the role of personal relationships in different cultures and the ways in which these varying roles can affect business dealings in different countries cultures.Give specific examples.举例说明人际关系在不同文化中的作用，
14、人际关系在不同文化背景下商业运作所起的作用（6）How to synergistically managing the cultural differences in international marketing?谈谈在国际市场营销实践中，如何将差异转化为合力？（7）Why is that the English is the generally accepted language of business,but most international managers shall have to use the second language,not their primary one.为什么英语是通用的第一语言，但作为跨国企业的领导人除了母语之外还应掌握第二语言？（8）Being a student majoring International Marketing,do you have your own Cultural Biases and Mental Sets and how to manage them?作为一名学习国际市场营销专业的学生，你有自己的文化偏见和思维定势？如何管理你的文化偏见和思维定势？
