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1、外文翻译原文Author:JanH.SchumannTheImpactofCultureonRelationshipMarketinginInternationalServices——ATargetGroup-SpecificAnalysisintheContextofBankingServices3.1DefinitionandConceptualizationofCultureAlthoughcultureisarelevantconceptforservicemarketing,itissimultaneously"themostabstractconstructaffectinghu
2、manbehavior"(McCortandMalhotra1993,p.92).Numerousdefinitionsofcultureexist(seeTable3.1).PerhapsthemostencompassinganalysisonculturedefinitionsisthatprovidedbyKroeberandKluckhohn(1985),whoreviewedandanalyzedmorethan160differentdefinitions.Youngdahletal.(2003)summarizetheessenceofthesevariousoptionsi
3、nthefollowingdefinition:Cultureconsistsofpatterns,explicitandimplicit,ofandforbehavior.Thatis,itgivesmembersofthecultureboththescriptforbehaviorandthereasoningbehindit.Itisacquiredandtransmittedbysymbolsandembodiedinartefacts.Theessentialcoreofcultureconsistsoftraditionalideasandespeciallytheiratta
4、chedvalues.Culturesystemsmay,ontheonehand,beconsideredasproductsofactions,ontheother,asconditioningelementsoffutureaction(Youngdahletal.2003,p.111).AccordingtoanoftenciteddefinitionbyHofstede(1980,p.21),culturealsois"thecollectiveprogrammingofthemind,whichdistinguishesthemembersofonegroupfromanothe
5、r."Hill(1997,p.67)finallydefinescultureas"asystemofvaluesandnormsthataresharedamongagroupofpeopleandthatwhentakentogetherconstituteadesignforliving."Thesedefinitionsincorporatethreeaspectsthatarerelevantinthecontextofthisresearch.First,mostdefinitionsandresearchstreamsagreethatcultureisaphenomenont
6、hatissharedamongagroupofpeople.Thissharednessdistinguishesculturefromindividualphenomena(McCortandMalhotra1993).Yetculturedoesnotautomaticallycorrespondtocountrybordersorethnicgroups(Steenkamp2001);rather,itreferstoanyformofsocialenvironmentthatsharescommonvalues.Hofstede(2001)similarlyarguesthatla
7、yersofcultureexist,includingnational,regional,orethnic,religious,andlinguisticlevels,aswellaspotentiallygender,generational,andsocialclasslevels.Second,cultureismanifestinsharedbeliefsorvalues.Cultureisinvi
