文化的影响.docx
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文化的影响.docx
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文化的影响
FE1010
Marketingprinciples&practices
Groupassignment
Student’sname:
QinDongChan(Candice):
1119592
LuQianShan(Jason):
1119591
LeeJieYing(Uee):
1119824
MaYan:
1119700
Course:
UELBAIBY1S2
Lecturer:
Ms.Cheok
Date:
26April2011
Tableofcontent:
1.Introduction3
2.Makeacorrectglobalmarketingstrategy3
2.1Thedefinitionofglobalmarketingstrategy3
2.2Theapproachtheycanbeconsidered:
3
3.Studygeographyandhistory5
3.1Geography5
3.2History6
4.Studyofaculture6
4.1Elementofculture7
4.2Taskofmarketers7
5.Overcometheillusion-“similarbutdifferent”8
5.1Localization8
5.2Theinnovationstrategies9
6.Conclusion10
7.Reference11
1.Introduction:
Whenmultinationalcompanydoingbusinessfromdomestictointernational,theymaybefacesomeproblemcausebydifferencecultureenvironmenthaveasignificantinfluenceonthem.Cantheyunderstanddifferenceculturebackgroundindifferentcountry’smarketandtakeappropriatemarketingstrategiesornotisthekeytosuccesses.Fightnobattleunprepared,internationalmarketersshouldnotonlystudyandunderstandthecultureoftargetmarket,butalsoneedtostudytherelationshipbetweeninternationalmarketingandinternationalcultureenvironment.
Withtheeconomicglobalization,somepeoplethinkthat“TheycangetJapanesenoodlesintheUS,McDonald'sburgerinMalaysiaandNasi-lemakinRussia.Theworldisbecomingmono-cultural,soculturalfactorsaresimplynotasimportantastheywereearlier.”
Infacttheeconomicglobalizationisnotequaltothemono-cultural.Thelonghistoryoftheworldtellsus,theoccurrenceanddevelopmentofcultureisvaried,itneverhasthemono-culturalmodeintheworld.Forthisreason,differentcultureenvironmentisthemainproblemanddifficultythatmultinationalcompanywillbefaceandtheyneedtogothroughaseriesofactionstoovercomethisproblem.
2.Makeacorrectglobalmarketingstrategy:
2.1Thedefinitionofglobalmarketingstrategy:
“Globalmarketstrategycanbedefinedasasetoftechniquesandproceduresthatbusinessusestostudyaboutthedevelopmentofnewproduct,consumersentimentandanalyseseconomicindicatorsinthecountrieswheretheywilloperatetheirbusiness(ArmstrongandPhilip1999)”.Thisstrategywillbefocusonthebestdistributionandpromotiontechniqueswhensellingtheirgoodstothecitizensfromothercountry.Marketerswillmakeadecisionthatwhichcountryormarkettheywillgointo.
2.2Theapproachtheycanbeconsidered:
“Therearenumberapproachescanbeconsideredintheglobalmarketingstrategywhichisstandardizationapproach,globallocalizationapproachandcoordinationapproach(GriffinandPustay1998)”.
●Standardizationapproach:
Multinationalcompanycouldmaketheirbrandnamebecomefamousandworldwide.Eventhoughtheymightmeetsomebarrierordifficultiessuchassimilarityproductsellinginoverseas,buttheycouldadvertiseandpackageitattractivelyinordertowinagainsttheircompetitor.Forexample,StarbuckisasuccessfulcompanywhichexpandstomanyotherscountriessuchasChina,andinMalaysia.Peoplelikethetasteofthedrinkandpackagingalthoughthepriceisveryexpensive.Aswecansee,theirpromotion,packaging,andmarketingstrategychangingeverymonthbecausepeoplemaygetborediftheydidnotimprovetheirproductbutothercompetitorsmaytakeadvantageofit.Starbuckhaveagoodmarketingstrategy,thusthesalesinStarbucksisincreases,morepeoplegettingtoknowaboutthebrand,peopletrustabouttheirqualityandgainloyalcustomersineverycountry.
●Globallocalizationapproach:
“Mostmultinationalcompanywillpracticegloballocalizationapproachbeforetheyexpandtheirbusinesstoanothercountry(KotlerandKeller2006)”.“Everycountrycultureisdifferent.Beforeacompanywantbringtheirproducttoanothercountry,theyhavetounderstandverywellaboutcitizenlifestyles,culturesandbeliefs(PalmerandHartley1999)”.Forexample,McDonaldasamultinationalcorporationsellstheirproducttoallofthecountryintheworld.TheysellingbeefburgerinMalaysia,butinIndiatheirburgerismostlyvegetarian.Thereasonisthecultureisdifferentbetweenthecountries.McDonaldanalysesallthecountries’culture,traditionandbeliefbeforetheybringtheirproducttothetargetcountry.Andtheirpackagingisdifferentineverycountry.Forexample,InChina,thelanguageformMcDonaldlabelingisChinese,butinMalaysiaisMalaylanguage.Marketershavetomakesurethatcitizenintargetcountrywillunderstandtheinformationwhichtheysendto.Asuccessfulmultinationalcorporationmusthavetounderstandthetargetcountryinallmatterinordertogainprofitandincreasesales.
●Coordinationofmarketingactivitiesapproach:
Itcanbedefinedasthemarketingactivitiesrelationshipbetweenexecutedandplannedallaroundtheworld.Multinationalcompanyhastoemployloyallocalstafftotakecaretheparticularexporttotargetcountry.Forexample,themostfamousbrand-LouisVuitton(LV)doalotofexportintheworldandtheyemploythepeoplewhohaveknowledgeandskillssuchasabletospeakinmultipleoflanguagesinMalaysia.Inaddition,globalmarketingstrategyalsoneedstoimplementtothe4Pstrategy-price,product,promotionandplace.Forexample,multinationalcompanyneedstothinkaboutthecurrencyfactorinsomeofparticularcountrybeforesellingtheproduct,becauseexchangerateisverylowinsomecountrybutsomeisextremelyhigh.Afterallofthestepshadbeendone,theywillsuccessfullaunchingtheexporttoallthepotentialcountryandmakesgoodsalesorprofit.
Apartfrom,makeanenvironmentanalysis.Itisabarrierorobstaclesforthemtooperateinthehostcountry.Marketershavetosuggestawayorsolutiontoavoidthreats.Forexample,marketershavetoanalysestheirpotentialcompetitors,trends,weathers,governmentrules,customer’sbehaviorandattitudesbeforeafirmoperatestheirbusiness.
Next,itwillbeanalyzingthecompanyabilityitself.Marketershavetomakesuretheyhavethegoodforeigntradeemployeetomarkettheirproduct,rawmaterialavailabilityinhostcountry,productioncapacityandservingtoforeignmarketsneeddegree.Inaddition,marketersalsohavetothinkaboutthefinancialaspectsbeforeexpandingbusinesstooverseassuchascapitalsourcetransfercapacity,costcontrolandbudget,currentliquidity,andtargetedprofit.Marketershavedonemarketinganalysistoosuchasproductsalesinoverseascountry,theexistingproductinthemarketandthecompetitivestrategy.
Lastlywillbethedraftgoals.Afteranalysingandmakeasolutiontoavoidtheinternalandexternalenvironment,companycanmakeacleardecisioninoperatingbusinessinoverseasortheabilitytopositionitselfintheglobalmarket.
3.Studygeographyandhistory:
Aftermarketersgotacorrectglobalmarketingstrategythatdecidewhichcountryormarkettheywillgointo,“theyhavebettertostudythegeographyandhistoryforthisplace,becausegeographyresearchisvitalforassessmentoftheglobalmarketformarketingbusiness(CateoraandGrahan2003)”.Theyneedtomaketheirmarketingplanadaptfortothelocalgeographyandhistory.
3.1Geography:
“Geographyincludingfourparts:
climate,topography,resourcesandpopulation.Theywillstrongimpacttothemarketingfromproductsadaptabilitytodeeperlevelsofmarketingsystem(JeannetandHennessey1998)”.
●Climate–Itcanaffecttheproductuseandfunctions.Forexample,Africanwillnotbuymartencoat.
●Topography–Itcanaffecttheproducttransportation.Forexample,flattopographyhasmoreadvantagestohighwayandrailwaytransportation.
●Resources–Itisimportantforinternationalproductmanufacturing.Localavailableresourcestoenablethemtolowercostsofmanufacturing.
●Population–Itwilldirectlyaffecttheproductdemand;therewillmoredemandinalargepopulationcountrythansmallone.Inaddition,acountrywhichhaslargepopulationwillbringthemmoreadvantagesforemployeeselection.
3.2History:
“Studyhistoryofacountryalsoissignificantinformationfortheunderstandingofcurrentattitudes(JeannetandHennessey2001)”.Forthat,becauseofcultureiscreatedbyhistoryitisnecessaryandhelpsforthemarketerstoknowthepastandpresentcultureofacountry,thushelpmarketerssetupthebusinessaccordingtomarketcharacteristics,stakeoftheeconomyanddistributionsystemoftargetcountry.
Inattention,marketsalsoneedtostudythehistoryoftargetcountrysothattheycoulddothebusinessthereasithelpsdefinetargetcountry’mission.Ifthemarketersknowthecountry’smission,theywillabletoidentifyhowitperceivesitsneighbors,thecountryitselfaswellasitsplaceintheglobe.
Furthermore,thepastandpresentcultureofacountrywillnothaveabigchangeastheyusuallyfollowtheformercultures.Sothat,marketerswilleasierunderstandspresentcultureofacountrythroughstudyhistory.
4.Studyofaculture:
Thenextstepisstudythecultureofthenativeplace.Culturalbackgroundwillimpacttobusinessdevelopment.Culturemustbeconsideredasanimportantfactorwhentheydoingbusinessintargetcountry,becausedifferentculturewillimpacttopeoplethinkinganddoingindifferentways.“Moreoveritcanbesaidthatmaturityofbusinessenvironmentofabusinesscommunitywillhaveanimpactonactionstakenforbusinessdevelopment(ZinkotaandRoinkainen1990)”.
Inattention,marketenvironmentalsensitivityreflectstheextenttowhichproductsmustbeadaptedtotheculture-speci
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