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1、Chapter4SocialandCulturalEnvironmentsPowerPointbyKristopherBlanchardNorthCentralUniversity©2005PrenticeHall4-1TaskofGlobalMarketersStudyandunderstandthecountryculturesinwhichtheywillbedoingbusinessIncorporatethisunderstandingintothemarketingplanningprocess©2005PrenticeHa
2、ll2Introduction“Itisnotjustspeakingacommonlanguage.Itissharingacultureandunderstandingfriendshipsinthesameway”JuanVillanonga–FormerChairmanofTelefonica©2005PrenticeHall3Society,Culture,andGlobalConsumerCultureCulture–Waysofliving,builtupbyagroupofhumanbeings,thataretrans
3、mittedfromonegenerationtoanotherCultureisactedoutinsocialinstitutionsCulturehasbothconsciousandunconsciousvalues,ideasandattitudesCultureisbothmaterialandnonmaterial©2005PrenticeHall4Society,Culture,andGlobalConsumerCulture“Cultureisthecollectiveprogrammingofthemindthatd
4、istinguishesthemembersofonecategoryofpeoplefromthoseofanother.”-GeertHofstede©2005PrenticeHall5Society,Culture,andGlobalConsumerCultureGlobalconsumerculturesareemergingPersonswhosharemeaningfulsetsofconsumption-relatedsymbolsPopculture;coffeeculture;fast-foodculturePrima
5、rytheproductofaninterconnectedworld©2005PrenticeHall6Attitudes,BeliefsandValuesAttitudes-learnedtendencytorespondinaconsistentwaytoagivenobjectorentityBelief-anorganizedpatternofknowledgethatanindividualholdstobetrueabouttheworldValue-enduringbelieforfeelingthataspecific
6、modeofconductispersonallyorsociallypreferabletoanothermodeofconduct©2005PrenticeHall7ReligionReligionisoneimportantsourceofsociety’sbeliefs,attitudes,andvalues.Theworld’smajorreligionsinclude:Buddhism,Hinduism,Islam,Judaism,andChristianity.©2005PrenticeHall8Religion©2005
7、PrenticeHall9AestheticsThesenseofwhatisbeautifulandwhatisnotbeautifulWhatrepresentsgoodtasteasopposedtotastelessnessorevenobscenityVisual–embodiedinthecolororshapeofaproduct,label,orpackageStyles–variousdegreesofcomplexity,forexampleareperceiveddifferentlyaroundtheworld©
8、2005PrenticeHall10DietaryPreferencesWouldyoueat…..Reindeer(Finland)Rabbit(France)Rice,soup,andgrilledfi
