tailieunhanh - Lecture Global marketing management (7th edition): Chapter 4 - Masaaki Kotabe, Kristiaan Helsen
Chapter "global cultural environment and buying behavior", in chapter 4 are included as important dimensions in understanding cultural and market differences among countries. Not to be overlooked is concern for the deterioration of the global ecological environment and the multinational company’s critical responsibility to protect it. | Chapter 4 PowerPoint Global Cultural Environment and Buying Behavior Chapter Overview Meaning of Culture Elements of Culture Cross-Cultural Comparisons Adapting to Cultures Culture and the Marketing Mix Chapter 4 Copyright © 2017 John Wiley & Sons, Inc. Introduction Buyer behavior and consumer needs are largely driven by cultural norms. Global business means dealing with consumers, strategic partners, distributors, and competitors with different cultural mindsets. Within a given culture, consumption processes can include four stages: access, buying behavior, consumption characteristics, and disposal. Each of these stages is heavily influenced by the culture in which the consumer thrives. Chapter 4 Copyright © 2017 John Wiley & Sons, Inc. Exhibit 4-1: Cultural Variations in Emoticons Chapter 4 Copyright © 2017 John Wiley & Sons, Inc. 1. Definition of Culture There are numerous definitions of culture. In this text, culture (in a business setting) is defined as being learned, shared, and composed of interrelated parts whose meanings provide a set of orientations for members of society. Cultures may be defined by national borders, especially when countries are isolated by natural barriers. Cultures contain subcultures that have little in common with one another. Chapter 4 Copyright © 2017 John Wiley & Sons, Inc. 2. Elements of Culture Culture consists of many interrelated components. Knowledge of a culture requires a deep understanding of its different parts. Following are the elements of culture: Material life (technologies that are used to produce, distribute, and consume goods and services) Language (language has two parts: the spoken and the silent language) Blunders of translation are common either direction (Exhibit 4-2) Back translation can help avoid problems Chapter 4 Copyright © 2017 John Wiley & Sons, Inc. Exhibit 4-2: How Not To Sell Abroad Chapter 4 Copyright © 2017 John Wiley & Sons, Inc. 2. Elements of | Chapter 4 PowerPoint Global Cultural Environment and Buying Behavior Chapter Overview Meaning of Culture Elements of Culture Cross-Cultural Comparisons Adapting to Cultures Culture and the Marketing Mix Chapter 4 Copyright © 2017 John Wiley & Sons, Inc. Introduction Buyer behavior and consumer needs are largely driven by cultural norms. Global business means dealing with consumers, strategic partners, distributors, and competitors with different cultural mindsets. Within a given culture, consumption processes can include four stages: access, buying behavior, consumption characteristics, and disposal. Each of these stages is heavily influenced by the culture in which the consumer thrives. Chapter 4 Copyright © 2017 John Wiley & Sons, Inc. Exhibit 4-1: Cultural Variations in Emoticons Chapter 4 Copyright © 2017 John Wiley & Sons, Inc. 1. Definition of Culture There are numerous definitions of culture. In this text, culture (in a business setting) is defined .
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