国际市场营销学17e中英文对照PPT（凯特奥拉57406）教学课件170831-IM17-PPT-第04章-全球市场评估中的文化因素-Cultural Dynamics in Assessing Global Markets.pptx

《国际市场营销学17e中英文对照PPT（凯特奥拉57406）教学课件170831-IM17-PPT-第04章-全球市场评估中的文化因素-Cultural Dynamics in Assessing Global Markets.pptx》由会员上传分享，免费在线阅读，更多相关内容在教育资源-天天文库。

1、Chapter4CulturalDynamicsinAssessingGlobalMarketsCopyright©2016McGraw-HillEducation.Allrightsreserved.NoreproductionordistributionwithoutthepriorwrittenconsentofMcGraw-HillEducation.第4章全球市场评估中的文化因素Copyright©2016McGraw-HillEducation.Allrightsreserved.Noreproductionordistributionwithoutthepriorwrit

2、tenconsentofMcGraw-HillEducation.LearningObjectivesLO1TheimportanceofculturetoaninternationalmarketerLO2TheoriginsofcultureLO3TheelementsofcultureLO4TheimpactofculturalborrowingLO5Thestrategyofplannedchangeanditsconsequences3Copyright©2016McGraw-HillEducation.Allrightsreserved.Noreproductionordi

3、stributionwithoutthepriorwrittenconsentofMcGraw-HillEducation.学习目标文化因素对于国际营销者的重要性文化起源文化要素文化借鉴的影响有计划变革的战略及其结果4Copyright©2016McGraw-HillEducation.Allrightsreserved.NoreproductionordistributionwithoutthepriorwrittenconsentofMcGraw-HillEducation.Culture’sPervasiveImpactCultureaffectseverypartofourli

4、vesHowwespendmoneyHowweconsumeHowwesleep5Copyright©2016McGraw-HillEducation.Allrightsreserved.NoreproductionordistributionwithoutthepriorwrittenconsentofMcGraw-HillEducation.文化的广泛影响文化影响着我们生活的每个方面我们的花钱方式我们的消费方式我们的睡眠方式6Copyright©2016McGraw-HillEducation.Allrightsreserved.Noreproductionordistributi

5、onwithoutthepriorwrittenconsentofMcGraw-HillEducation.CultureandBirthratesThebirthratetablesinExhibit4.1showthegradualdeclinebeginninginthe1960s.BirthratespikesinSingaporein1976and1988arenotamatterofrandomfluctuation.InChinesecultures,beingbornintheYearoftheDragonisconsideredgoodluck.Asuddenands

6、ubstantialdeclineinfertilityinJapanin1966reflectsabstinence,abortions,andbirthcertificatefudging.TheJapanesebelievethatwomenbornintheYearoftheFireHorsewillleadunhappylivesandperhapsmurdertheirhusbands.7Copyright©2016McGraw-HillEducation.Allrightsreserved.Noreproductionordistributionwithoutthepri

7、orwrittenconsentofMcGraw-HillEducation.文化与出生率如图4-1所示，自20世纪60年代以来，人口出生率开始逐渐下降。新加坡的出生率在1976年和1988年达到小的高峰，但这些情况并非随机波动的结果。在中国文化中，出生于龙年代表着好运。日本人口出生率1966年突发性大幅下跌的背后是禁欲、流产和伪造出生证明。由于日本人相信在“火马年”出生的女孩会很不幸并有可能会害死自己的丈夫。8Copyright©2016Mc