第 4章 全球社會與 文化環境 © 2005 Prentice Hall

全球行銷者的任務 研究和瞭解國家的文化因素﹐並視為一種挑戰。 瞭解全球市場規畫的過程。 © 2005 Prentice Hall

社會、文化和全球消費者文化 文化 – 可被定義為「人類的生活方式」此方式是由某一群人所建立的﹐並且透過世代相傳才得以形成。 文化表現在 社會機構。 文化同時涵蓋意識與非意識的價值觀、信念、態度﹐以及象徵符號等。 文化也包括物質文化與非物質文化。 This slide introduces the different aspects of culture. Culture acts itself out in social institutions or society. The goal of this slide is to help the student see that culture has a number factors effecting it. © 2005 Prentice Hall

社會機構 家庭 教育 宗教 政府 商業 這些機構間的交互運作﹐更鞏固了文化規範 © 2005 Prentice Hall

物質文化與非物質文化 實體要素的文化： 主觀或抽象的文化： 目標 加工品 宗教 知覺 態度 信念 價值觀 衣服 工具 照片∕電影 家 © 2005 Prentice Hall

社會、文化和全球消費者文化 “文化是用來區別某群成員與其他群成員之集體心靈語言” 組織人類學家- Geert Hofstede © 2005 Prentice Hall

社會、文化和全球消費者文化 全球消費者文化出現於： 主要是因為增加了各地不同文化間的相互連繫。 認同於某些文化的人們﹐在消費上會具有某些特徵。 Pub 文化; 咖啡文化; 速食文化。 主要是因為增加了各地不同文化間的相互連繫。 Because of technologies such as satellite TV, Internet, cell phones, and other communication channels marketers have begun to see the emergence of the global consumer. The hallmark of this culture is consumption. As the world becomes more interconnected and as cultural imagery continues to freely flow across national borders it can be expected that this culture will grow. © 2005 Prentice Hall

態度、信念與價值觀 態度 – 是透過學習而形成的傾向﹐即 信念 – 是一種有組織的知識型態﹐亦 價值觀 – 可被定義成為一種持久的信念或 態度 – 是透過學習而形成的傾向﹐即 以一致的回應方式去對待某特 定事物。 信念 – 是一種有組織的知識型態﹐亦 即個人對所生存世界之真理的認知。 價值觀 – 可被定義成為一種持久的信念或 感覺﹐對某些特定的行為模式或 現象﹐有其特別的偏好。 By accepting Hofstede’s definition of culture (the collective programming of the mind) it would make sense to learn about culture by studying the attitudes, beliefs, and values shared by a specific group of people. © 2005 Prentice Hall

宗教 宗教是社會信仰、態度以及價值觀的一個重要來源。世界上主要的宗教有：佛教、印度教、回教、猶太教、基督教﹐後者包括了羅馬天主教以及許多支長老教派。 © 2005 Prentice Hall

宗教 Qibla Cola (coming from an Arabic word for direction) was launched in the UK by Zahida Parveen. He is positioning the brand as an option for “any consumer with a conscience, irrespective of ethnicity or religion.” © 2005 Prentice Hall

美學 不同地區的人﹐對美學風格會有不同的認知。 沒有任何一種色彩代表「好」或「壞」﹐所有對顏色的聯想與知覺﹐都是由「文化」學習而來。 This slide gives the definition of aesthetics and its two components. Follow the link regarding the visual component for some examples of how color effects aesthetics. © 2005 Prentice Hall

美學與顏色 看到紅色﹐聯想到什麼？ 那白色呢？ 積極、熱情與活躍 純潔與清潔 在亞洲文化中﹐也代表喜事 亞洲部份國家則認為白色代表死亡 也傳達了”訴諸情感的”以及”激烈的”之訊息 那白色呢？ 純潔與清潔 亞洲部份國家則認為白色代表死亡 © 2005 Prentice Hall

飲食偏好 你會吃到….. 馴鹿肉 (芬蘭) 兔肉 (法國) 以米飯和烤魚當作早餐 (日本) 泡菜 – (韓國) 血腸 (德國) Not only is the food different around the world but customs for proper etiquette are also considered different. A solid understanding of food-related cultural preferences is important for any company that markets food or beverages. It is also important for individuals that travel over seas to understand the food customs so that they do not unintentionally offend. © 2005 Prentice Hall

語言與溝通 語言種類 語言範例 造句法 語意法 語音學 語形學 英語有相對較固定的文字次序；俄文則相對較自由的文字次序。 日文傳達感情的意味﹐而其他語言則缺乏此關係；「是」及「否」比其他語言有不同的解釋。 語音學 日語“l” 與“r”的音無差別；英語與俄語則有“l”與“r”的音。 語形學 俄語是一種高度變調的語言﹐各子句與形容詞均有六種不同的語尾；英語則很少有變調。 This table highlights the linguistic comparison between English, Russian and Japanese. © 2005 Prentice Hall

語言與溝通 口語信號。 非口語信號或肢體語言。 Unspoken or nonverbal communication includes gestures, toughing, and other forms of body language that supplement spoken communication. Both the spoken and unspoken aspects of language are included in the broader linguistic field of semiotics, which is the study of signs and their meanings. © 2005 Prentice Hall

文化對行銷的影響 文化的共通性對全球行銷者而言是一種機會﹐即全球行銷者可以針對文化共通性﹐對部份或全部的行銷專案要素進行標準化。 增加旅遊以及改善溝通﹐有助於促使許多產品類別之口味與偏好趨於一致。 Overall the globalization of certain products and tastes work to benefit the global marketing professional because they can create a standardized marketing program. The cultural change and the globalization of culture have been capitalized upon, and even significantly accelerated, by companies that have seized opportunities to find customers around the world. The impact however can be controversial as the next slide will show. © 2005 Prentice Hall

文化對行銷的影響 在全球35個國家中擁有70000名會員。 “慢食的理念在於―世界各地對事物的感受不同”。 This slide illustrates one organization that is protesting the growth of a global consumer culture. It grew out of a 1986 protest over the opening of a McDonald’s on a popular plaza in Rome. There are other organizations like this around the world and global marketers need to be aware of the resistance to marketing’s push for a global culture. © 2005 Prentice Hall

高結構文化與低結構文化 高結構 日本、中東 低結構 美國、北歐 口頭的承諾即是最佳的保證。 法律文件的作用﹐不如責任和信賴感來的重要。 雙方對責任與榮譽的共識﹐取代了沒有人情味的法律約束。 對人的認識﹐才是重點所在。 日本、中東 低結構 所有訊息均明白顯示。 文字是溝通資訊的主要工具。 在貸款的申請中﹐很多是依賴文字及數字。 重點在於擬出最詳細的法律文件 美國、北歐 © 2005 Prentice Hall

高結構文化與低結構文化之比較 因素/構面 高結構 低結構 律師 較不重要 非常重要 一個人的話 是他(她)的契約 不被信賴﹐應將之書面化 組織錯誤的責任 由最高階層負責 推到最基層 空間 人們親密在一起 人們維持私人的空間﹐及討厭別人的干擾 時間 多元的 單元的∕線性的 競價 不常 常常 This table highlights how high and low context cultures differ. © 2005 Prentice Hall

Hofstede 的文化類型 權力距離 個人 / 集群主義的文化 男性特質 不確定性規避程度 長期導向 Hofstede is well-known for research studies of social values suggesting that the cultures of different nations can be compared in terms of five dimensions.36 Hofstede notes that three of the dimensions refer to expected social behavior, the fourth dimension is concerned with “man’s search for Truth,” and a fifth reflects the importance of time. The first dimension, power distance, is the extent to which the less powerful members of a society accept—even expect—power to be distributed unequally. The second dimension is a reflection of the degree to which individuals in a society are integrated into groups. In individualist cultures, each member of society is primarily concerned with his or her own interest and those of the immediate family. In collectivist cultures, all of society’s members are integrated into cohesive in-groups. Masculinity, the third dimension, describes a society in which men are expected to be assertive, competitive, and concerned with material success, and women fulfill the role of nurturer and are concerned with issues such as the welfare of children. Femininity, by contrast, describes a society in which the social roles of men and women overlap, with neither gender exhibiting overly ambitious or competitive behavior. Uncertainty avoidance is the extent to which the members of a society are uncomfortable with unclear, ambiguous, or unstructured situations. Long-term orientation (LTO) versus short-term orientation is interpreted as concerning “a society’s search for virtue,” rather than a search for truth. It assesses the sense of immediacy within a culture, whether gratification should be immediate or deferred. © 2005 Prentice Hall

自我類比準則與知覺 人類對市場需求的知覺﹐受限於自我的文化經驗。 為了避免或降低文化之短視﹐一個系統性的四個步驟架構： 以本國之文化特點、習慣與規範﹐來定義問題或目標。 以地主國之文化特點、習慣與規範﹐來定義問題或目標﹐但不作價值評斷。 將「自我類比準則」的影響加以分離﹐並仔細檢查造成問題複雜化的情形。 排除「自我類比準則」的影響﹐重新定位問題﹐並針對地主國市場狀況來解決問題。 A person’s perception of market needs is framed by his or her own cultural experience. A framework for systematically reducing perceptual blockage and distortion was developed by James Lee and published in Harvard Business Review in 1966. Lee termed the unconscious reference to one’s own cultural values the self-reference criterion, or SRC. To address this problem and eliminate or reduce cultural myopia, he proposed a systematic four-step framework which is outlined above. The lesson that the SRC teaches is that a vital, critical skill of the global marketer is unbiased perception, the ability to see what is so in a culture. Although this skill is as valuable at home as it is abroad, it is critical to the global marketer because of the widespread tendency toward ethnocentrism and use of the self-reference criterion. The SRC can be a powerful negative force in global business, and forgetting to check for it can lead to misunderstanding and failure. © 2005 Prentice Hall

擴散理論 採用過程。 創新產品特性。 採用者類型。 Hundreds of studies have described the process by which an individual adopts a new idea. Sociologist Everett Rogers reviewed these studies and discovered a pattern of remarkably similar findings. In Diffusion of Innovations, Rogers distilled the research into three concepts that are extremely useful to global marketers: the adoption process, characteristics of innovations, and adopter categories. © 2005 Prentice Hall

採用過程 指消費者從認識產品到接納或願意購買的過程。分成五個不同階段： 知曉 興趣 評估 試用 採用 1. Awareness. In the first stage the customer becomes aware for the first time of the product or innovation. An important early communication objective in global marketing is to create awareness of a new product through general exposure to advertising messages. 2. Interest. During this stage, the customer is interested enough to learn more. The customer has focused his or her attention on communications relating to the product and will engage in research activities and seek out additional information. 3. Evaluation. In this stage the individual mentally assesses the product’s benefits in relation to present and anticipated future needs and, based on this judgment, decides whether or not to try it. 4. Trial. Most customers will not purchase expensive products without the “hands-on” experience marketers call “trial.” A good example of a product trial that does not involve purchase is the automobile test drive. 5. Adoption. At this point, the individual either makes an initial purchase (in the case of the more expensive product) or continues to purchase—adopts and exhibits brand loyalty to—the less expensive product. © 2005 Prentice Hall

創新產品特性 個人採用創新產品的影響因素： 相對優勢 相容性 複雜性 分割性 溝通性 © 2005 Prentice Hall 1. Relative advantage: How a new product compares with existing products or methods in the eyes of customers. The perceived relative advantage of a new product versus existing products is a major influence on the rate of adoption. If a product has a substantial relative advantage vis-à-vis the competition, it is likely to gain quick acceptance. 2. Compatibility: The extent to which a product is consistent with existing values and past experiences of adopters. The history of innovations in international marketing is replete with failures caused by the lack of compatibility of new products in the target market. 3. Complexity: The degree to which an innovation or new product is difficult to understand and use. Product complexity is a factor that can slow down the rate of adoption, particularly in developing country markets with low rates of literacy. In the 1990s, dozens of global companies are developing new interactive multimedia consumer electronics products. Complexity is a key design issue; it is a standing joke that in most households, VCR clocks flash 12:00 because users don’t know how to set them. To achieve mass success, new products will have to be as simple to use as slipping a prerecorded videocassette into a VCR. 4. Divisibility: The ability of a product to be tried and used on a limited basis without great expense. Wide discrepancies in income levels around the globe result in major differences in preferred purchase quantities, serving sizes, and product portions. 5. Communicability. The degree to which benefits of an innovation or the value of a product may be communicated to a potential market. © 2005 Prentice Hall

採用者類型 是根據個人採用新產品的程度﹐而加以分類。 五種採用者分類： 創新者 早期採用者 初期大眾採用者 後期大眾採用者 落後者 The next slide describes the different categories © 2005 Prentice Hall

採用者類型 初期大眾採用者 後期大眾採用者 早期 採用者 落後者 創新者25% 導 入 成 長 成 熟 衰 退 生 命 週 期 The first 2.5 percent of people to purchase a product are defined as innovators. The next 13.5 percent are early adopters, the next 34 percent are the early majority, the next 34 percent are the late majority, and the final 16 percent are laggards. Studies show that innovators tend to be venturesome, more cosmopolitan in their social relationships, and wealthier than those who adopt later. Early adopters are the most influential people in their communities, even more than the innovators. Thus the early adopters are a critical group in the adoption process, and they have great influence on the early and late majority, who comprise the bulk of the adopters of any product. Several characteristics of early adopters stand out. First, they tend to be younger, with higher social status, and in a more favorable financial position than later adopters. They must be responsive to mass media information sources and must learn about innovations from these sources because they cannot simply copy the behavior of early adopters. 導 入 成 長 成 熟 衰 退 生 命 週 期 © 2005 Prentice Hall

環境敏感度 產 品 適 應 度 環 境 敏 感 度 高 食品 電腦 積體電路 低 低 高 The horizontal axis shows environmental sensitivity, the vertical axis the degree for product adaptation needed. Any product exhibiting low levels of environmental sensitivity—integrated circuits, for example—belongs in the lower left of the figure. Intel has sold more than 100 million microprocessors because a chip is a chip anywhere around the world. Moving to the right on the horizontal axis, the level of sensitivity increases, as does the amount of adaptation. Computers are characterized by moderate levels of environmental sensitivity; variations in country voltage requirements require some adaptation. In addition, the computer’s software documentation should be in the local language. At the upper right of Figure 4-3 are products with high environmental sensitivity. Food sometimes falls into this category because it is sensitive to climate and culture. As we saw in the McDonald’s case at the end of Chapter 1, the fast food giant has achieved great success outside the United States by adapting its menu items to local tastes. GE’s turbine generating equipment may also appear on the high sensitivity end of the continuum; in many countries, local equipment manufacturers receive preferential treatment when bidding on national projects. 積體電路 低 低 高 環 境 敏 感 度 © 2005 Prentice Hall

接續第 5章 全球行銷之政治、 法律與管制環境 © 2005 Prentice Hall