跨文化商务沟通课件.ppt

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1、Chapter8InterculturalMarketingCommunicationLearningObjectiveBytheendofthischapter,youshouldbeabletoUnderstandtheroleofcultureplaysininternationalmarketingandadvertisingGaininsightintocontroversialissuesofglobalmarketingandadvertisingAnalyzeconsumerbehaviorfromdifferentculturalviewpointsUnderstandthe

2、importanceofappropriatetranslationofadvertisementsAdvertisingDefinedAdvertisingis“thenon-personalcommunicationofinformationusuallypaidforandusuallypersuasiveinnatureaboutproducts,servicesorideasbyidentifiedsponsorsthroughthevariousmedia”---CourtlandL.BoveeQuestionCouldyouusethecommunicativetheorytoe

3、xplainadvertisingcommunication?ComponentsofCommunicationCulturalInfluenceonMarketingandAdvertisingVerbalLanguageChevyNova“Nova”means“itwon’tgo”inSpanishElectroluxvacuumcleanerNothingsuckslikeanElectrolux.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FlyingPigeonForeverDiamondDoctorLuckDynas

4、tyWhatarethecharacteristicsofagoodslogan?ShortCatchyBeabletocommunicatethemaincharateristicsoftheproductorservicewhchisbeingadvertiszedNonverbalLanguageInappropriateuseoftouchInSaudiArabian,thisphotohadtobemodified.GlobalMarketingToactlocally?(localization)Toactuniversally?(standardization)Standardi

5、zationConsumersintheworldhavethesameneedanddesiressothatuniversalappealscanbeusedtopersuadethemall.BusinessImplicationCompaniescanachievegreateconomyofscalebyofferingidenticalproductsworldwideatidenticalpriceviaidenticaldistributionchannels,supportedbyidenticalsalesandpromotionprograms.LocalizationT

6、hisconceptholdsthatadvertisingisalocalproblem.Itisnaturalthatmarketingpracticeswillvaryfromcountrytocountry.BusinessImplicationAsuccessfulmarketingapproachinonecountrywillnotautomaticallyworkinanothercountry.Therefore,theemphasisshouldthusbeonthedifferencesbetweenconsumerneedsandmarketingsystemsindi

7、fferentcountries.CulturalVariations&MarketingPowerdistanceUncertaintyavoidanceIndividualismvs.collectivismMasculinityvs.femininityPowerdistanceHighpowerdistanceValueconformityBehaveastheyaretoldLowpo