tailieunhanh - Lecture International marketing (15/e): Chapter 3 - Philip R. Cateora, Mary C. Gilly, John L. Graham

Chapter 3 - History and Geography: The foundations of culture. Geography and history in chapter 3 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. | International Marketing 15th edition Philip R. Cateora, Mary C. Gilly, and John L. Graham Introduction To understand a society’s actions and its points of view, you need to appreciate: The influence of historical events The geographical uniqueness to which a culture has had to adapt Culture can be defined as society's accepted basis for responding to external and internal events To interpret a culture’s behavior and attitudes, a marketer must have some idea of a country’s history and geography Roy Philip Opening Side History Perspective in Global Business History helps define a nation’s mission How it perceives its neighbors How it perceives itself Its place in the world Insights into history are important for understanding current attitudes It is necessary to study culture as it is now as well as to understand culture as it was A country’s history Roy Philip Geography and Global Markets Geography – an element of the uncontrollable environment that confronts every marketer Affects a society’s culture and economy Physical makeup limits a nation’s ability to supply its people’s needs Roy Philip Climate and Topography Altitude, humidity, and temperature extremes South America British resistance of the English Channel Trade through the Alps Roy Philip Geography, Nature and Economic Growth As countries prosper, natural barriers are overcome Environmental issues Disruption of ecosystems Relocation of people Inadequate hazardous waste management Industrial pollution Roy Philip Social Responsibility and Environmental Management Environmental protection is not an optional extra Pollution is on the verge of getting completely out of control China has 16 of the world’s 20 most polluted cities Critical issue: the disposal of hazardous waste Sustainable development Roy . | International Marketing 15th edition Philip R. Cateora, Mary C. Gilly, and John L. Graham Introduction To understand a society’s actions and its points of view, you need to appreciate: The influence of historical events The geographical uniqueness to which a culture has had to adapt Culture can be defined as society's accepted basis for responding to external and internal events To interpret a culture’s behavior and attitudes, a marketer must have some idea of a country’s history and geography Roy Philip Opening Side History Perspective in Global Business History helps define a nation’s mission How it perceives its neighbors How it perceives itself Its place in the world Insights into history are important for understanding current attitudes It is necessary to study culture as it is now as well as to understand culture as it was A country’s history Roy Philip Geography and Global Markets Geography – an element of the uncontrollable environment that confronts every

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