ch04socialandculturalenvironments(全球營銷,沃倫(已修改)
2025-01-18 15:39 本頁面
【正文】 Chapter 4 Social and Cultural Environments PowerPoint by Kristopher Blanchard North Central University 169。 2023 Prentice Hall 41 Task of Global Marketers Study and understand the country cultures in which they will be doing business Incorporate this understanding into the marketing planning process 169。 2023 Prentice Hall 2 Introduction “It is not just speaking a mon language. It is sharing a culture and understanding friendships in the same way” Juan Villanonga – Former Chairman of Telefonica 169。 2023 Prentice Hall 3 Society, Culture, and Global Consumer Culture Culture – Ways of living, built up by a group of human beings, that are transmitted from one generation to another Culture is acted out in social institutions Culture has both conscious and unconscious values, ideas and attitudes Culture is both material and nonmaterial 169。 2023 Prentice Hall 4 Society, Culture, and Global Consumer Culture “Culture is the collective programming of the mind that distinguishes the members of one category of people from those of another.” Geert Hofstede 169。 2023 Prentice Hall 5 Society, Culture, and Global Consumer Culture Global consumer cultures are emerging – Persons who share meaningful sets of consumptionrelated symbols – Pop culture。 coffee culture。 fastfood culture Primary the product of an interconnected world 169。 2023 Prentice Hall 6 Attitudes, Beliefs and Values Attitudes learned tendency to respond in a consistent way to a given object or entity Belief an anized pattern of knowledge that an individual holds to be true about the world Value enduring belief or feeling that a specific mode of conduct is personally or socially preferable to another mode of conduct 169。 2023 Prentice Hall 7 Religion Religion is one important source of society’s beliefs, attitudes, and values. The world’s
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