跨文化商务沟通cha

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1、Chapter8InterculturalMarketingCommunicationLearningObjectiveBytheendofthischapter,youshouldbeabletoUnderstandtheroleofcultureplaysininternationalmarketingandadvertisingGaininsightintocontroversialissuesofglobalmarketingandadvertisingAnalyzeconsumerbehaviorfromdiffere

2、ntculturalviewpointsUnderstandtheimportanceofappropriatetranslationofadvertisementsAdvertisingDefinedAdvertisingis“thenon-personalcommunicationofinformationusuallypaidforandusuallypersuasiveinnatureaboutproducts,servicesorideasbyidentifiedsponsorsthroughthevariousmed

3、ia”---CourtlandL.BoveeQuestionCouldyouusethecommunicativetheorytoexplainadvertisingcommunication?ComponentsofCommunicationCulturalInfluenceonMarketingandAdvertisingVerbalLanguageChevyNova“Nova”means“itwon’tgo”inSpanishElectroluxvacuumcleanerNothingsuckslikeanElectrol

4、ux.GoodExamples“飞鸽”牌自行车“永久”牌自行车“钻石”牌手表“博士”文具“乐凯”胶卷“王朝”牌葡萄酒FlyingPigeonForeverDiamondDoctorLuckDynastyWhatarethecharacteristicsofagoodslogan?ShortCatchyBeabletocommunicatethemaincharateristicsoftheproductorservicewhchisbeingadvertiszedNonverbalLanguageInappropriateuse

5、oftouchInSaudiArabian,thisphotohadtobemodified.GlobalMarketingToactlocally?(localization)Toactuniversally?(standardization)StandardizationConsumersintheworldhavethesameneedanddesiressothatuniversalappealscanbeusedtopersuadethemall.BusinessImplicationCompaniescanachie

6、vegreateconomyofscalebyofferingidenticalproductsworldwideatidenticalpriceviaidenticaldistributionchannels,supportedbyidenticalsalesandpromotionprograms.LocalizationThisconceptholdsthatadvertisingisalocalproblem.Itisnaturalthatmarketingpracticeswillvaryfromcountrytoco

7、untry.BusinessImplicationAsuccessfulmarketingapproachinonecountrywillnotautomaticallyworkinanothercountry.Therefore,theemphasisshouldthusbeonthedifferencesbetweenconsumerneedsandmarketingsystemsindifferentcountries.CulturalVariations&MarketingPowerdistanceUncertaint

8、yavoidanceIndividualismvs.collectivismMasculinityvs.femininityPowerdistanceHighpowerdistanceValueconformityBehaveastheyaretoldLowpo