跨文化商务沟通chapter8

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1、Chapter8InterculturalMarketingCommunicationLearningObjectiveBytheendofthischapter,youshouldbeabletoUnderstandtheroleofcultureplaysininternationalmarketingandadvertisingGaininsightintocontroversialissuesofglobalmarketingandadvertisingAnalyzeconsumerbehaviorfro

2、mdifferentculturalviewpointsUnderstandtheimportanceofappropriatetranslationofadvertisementsAdvertisingDefinedAdvertisingis“thenon-personalcommunicationofinformationusuallypaidforandusuallypersuasiveinnatureaboutproducts,servicesorideasbyidentifiedsponsorsthro

3、ughthevariousmedia”---CourtlandL.BoveeQuestionCouldyouusethecommunicativetheorytoexplainadvertisingcommunication?ComponentsofCommunicationCulturalInfluenceonMarketingandAdvertisingVerbalLanguageChevyNova“Nova”means“itwon’tgo”inSpanishElectroluxvacuumcleanerNo

4、thingsuckslikeanElectrolux.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?ShortCatchyBeabletocommunicatethemaincharateristicsoftheproductorservicewhchisbeingadvertiszedN

5、onverbalLanguageInappropriateuseoftouchInSaudiArabian,thisphotohadtobemodified.GlobalMarketingToactlocally?(localization)Toactuniversally?(standardization)StandardizationConsumersintheworldhavethesameneedanddesiressothatuniversalappealscanbeusedtopersuadethem

6、all.BusinessImplicationCompaniescanachievegreateconomyofscalebyofferingidenticalproductsworldwideatidenticalpriceviaidenticaldistributionchannels,supportedbyidenticalsalesandpromotionprograms.LocalizationThisconceptholdsthatadvertisingisalocalproblem.Itisnatu

7、ralthatmarketingpracticeswillvaryfromcountrytocountry.BusinessImplicationAsuccessfulmarketingapproachinonecountrywillnotautomaticallyworkinanothercountry.Therefore,theemphasisshouldthusbeonthedifferencesbetweenconsumerneedsandmarketingsystemsindifferentcountr

8、ies.CulturalVariations&MarketingPowerdistanceUncertaintyavoidanceIndividualismvs.collectivismMasculinityvs.femininityPowerdistanceHighpowerdistanceValueconformityBehaveastheyaretoldLowpo