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Environmental uncontrollables, company character, and screening. Host country (s) constraints Company character
Matching mix requirements Product Price Promotion Distribution/place Physical Evidence People Process
Marketing plan development Situation analysis Objectives Strategic options Tactics Budget Action programmes
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Introduction
It is not just speaking a common language. It is sharing a culture and understanding friendships in the same way Juan Villanonga Former Chairman of Telefonica
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Religion
Religion is one important source of societys beliefs, attitudes, and values. The worlds major religions include: Buddhism, Hinduism, Islam, Judaism, and Christianity.
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Religion
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Aesthetics
The sense of what is beautiful and what is not beautiful What represents good taste as opposed to tastelessness or even obscenity 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
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Dietary Preferences
Would you eat..
Reindeer (Finland) Rabbit (France) Rice, soup, and grilled fish for breakfast (Japan) Kimchi - Korea Blood sausage (Germany)
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Syntax
Semantics
Phonology Morphology
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Low Context
Messages are explicit and specific Words carry all information Reliance on legal paperwork Focus on non-personal documentation of credibility
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Time
Competitive Bidding
Polychronic
Infrequent
Monochronic
Common
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Diffusion Theory
The Adoption Process Characteristics of Innovations Categories of Adopters
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Marketing Implications
The topics in this chapter must be considered when formulating a global marketing plan Environmental Sensitivity reflects the extent to which products must be adapted to the culture-specific needs of different national markets
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Environmental Sensitivity
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Social Institutions
Family Education Religion Government Business These institutions function to reinforce cultural norms
Return
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Active, hot, vibrant Weddings in some Asian cultures Poorly received in African countries
Return
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Phonology in action
Colgate is a Spanish command that means go hang yourself Technology implications for Text messages
8282 means hurry up (Korea) 7170 means close friend (Korea) 4 5683 968 means I Love You (Korea)
Return
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Return
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Characteristics of Innovations
Innovation is something new, five factors that affect the rate at which innovations are adopted include
Relative advantage Compatibility Complexity Divisibility Communicability
Return
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Categories of Adopters
Classifications of individuals within a market on the basis of their innovativeness. Five categories Innovators Early Adopters Early majority Late majority Laggards
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Categories of Adopters
Return
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Class Exercise
Divide the class into 2 groups One is in favor of launching Vicks Vaporub to Russian Market Other is in favor of launching it to Australian Markets
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