西南财经大学音程是什么
Southwestern University of Finance and Economics
学期课程论文
课程名称:International Marketing
论文题目: Cultural Environment and International Marketing
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学 号:********
学院/专业:亲子互动游戏 工商管理学院
工商管理双语实验班
Cultural Environment and International Marketing
[转正发言Abstract] International Marketing is a cross-border business activity, so the face of different cultural environments is inevitable. China has become a formal member of the WTO, which means that there will be more enterpris to go abroad, to participate in international competition in the market. However,in international marketing, cultural environment is very important but easily overlooked factors: some marketing strategies maybe effective in a particular cultural environment, but in another cultural environment it
may not have any effect.Therefore cultural differences are often easy to form the invisible barriers to international trade, which also are the biggest obstacle in international marketing. Pay attention to the cultural environment, survive in the international market for land; 雁来otherwi, 路桥专业be fail.
[Key Words] Cultural environment Cultural difference International marketing Influence Impact
With the accelerated process of economic globalization, especially after China's accession to the WTO, more and more Chine companies change from the "inward looking" to the "export-oriented" , and actively explore the international market and participate in business activities. While the cores of the activities is marketing. How to be stay an invincible position in the highly competitive international market is the most attentive realitic issue and major strategic issue. The biggest difference between this cross-border business activities and domestic marketing is: dealing with people of different cultural backgrounds. Becau of different cultural backgrounds, values, the way
of thinking, customs, aesthetic taste, even religion and other aspects will be different. Therefore, not only the demand for goods and rvices, but also the idea for the same ntence, the same action, the same thing are often different, even diametrically understanded . That is to say, effective marketing strategy, which is for one cultural environment, enter another cultural environment, not only there will be no effect, but will sometimes cau misunderstanding, friction or even conflict. Therefore, in order to truly carry out marketing activities in the international market, the first thing is to grasp the cultural differences.
Explanation of some Words
Marketing is a social and managerial process whereby individuals and groups obtain what they need and want through creating and exchanging products and value with others (Philip Kotler,2008).
International marketing is the performance of business activities designed to plan, price, promote, and direct the flow of a company`s goods and rvices to consumers or urs in
more than one nation for a profit (Philip R. Cateora,2009).
理财风险等级
Compared with the domestic marketing, international marketing has three characteristics: international, exotic, multi-national nature. Becau of the characteristics, international marketing is a cross-border business activities, and cross-border activities is certain to face different cultural environments.
Culture is the sum of the values, rituals, symbols, beliefs, and thought process that are learned and shared by a group of people, then transmitted from generation to generation. Origins of culture are geography, history, 特别惊喜the political economy, technology and social institutions (family, religion,school, the media, government and corporations). Elements of culture are cultural values, rituals, symbols (language and aesthetics as symbols), beliefs and thought process (Philip R. Cateora,2009).
Cultural environments is the spiritual wealth created by human beings in the social history of the development process.Which have an impact on international marketing are language, religion, customs, values, educational level and aesthetic taste (Yang Qunqun,
2001).
When designing a product, the style, us, and other related marketing activities must be made culturally acceptable (i.e., acceptable to the prent society) if they are to be operative and meaningful. In fact, culture is pervasive in all marketing activities——in pricing, promotion, channels of distribution, product, packaging, and styling——and the marketer`s efforts actually become a part of the fabric culture (Mary C. Gilly,2009).
梦的方向
Ⅰ The objective existence of cultural differences
All cultures are unique and different among each other (Deng Yanchang, Liu Runqing,2003). Culture is jointly enjoyed by every member of a society, and the cultures of different socials are also different. In other words, almost every country in the world have a different social culture. International marketers should pay attention to the cultural differences of the two categories: one is due to the different cultural environment, customer demands for necessary goods are different. In France and Italy, the average houhold consumption of wine is 100 Ls, which in Germany and the Netherlands is less
than 10 Ls; Beer consumption in Germany is an average of 120 Ls per person, which is less than 20 Ls in Italy.