Chapter 4 全球社會與文化環境 Global Marketing Warren J. Keegan Mark C. Green

全球行銷者身負雙重任務 行銷人員必須學習並了解其目標市場的國情 再者，必須把文化融入行銷規劃之中，讓策略與行銷方案互相配合

－Telefonica董事長Juan Villalonga 簡介 「不僅要透過共同的語言進行溝通，除此之外，分享文化及了解友好關係如何表現也同等重要。」 －Telefonica董事長Juan Villalonga Having an understanding of the culture can actually become a firm’s competitive advantage. To do this we must overcome our prejudices that are a natural result of the human tendency toward ethnocentricity. In order to do this the chapter will look at culture from several different conceptual frameworks that include: Hall’s notion of high- and low-context cultures, Maslow’s hierarchy, Hofstede’s cultural typology, the self-=reference criterion, and diffusion theory.

社會、文化及全球消費者文化 文化是所有社會機構中生活方式的表現，是由某一群人建立，並透過世代相傳而形成 文化同時涵蓋意識與非意識的價值觀、信念、態度及象徵符號等 文化分為：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.

－組織人類學家 Geert Hofstede 社會、文化及全球消費者文化（續） 文化是「用來區別群體成員之間的集體心靈語言」。 －組織人類學家 Geert Hofstede

社會、文化及全球消費者文化（續） 全球消費者文化興起 這些文化有一部分與特定產品種類相關 認同於某些文化的人們在消費上具有某些特徵 「速食文化」、「信用卡文化」、「PUB文化」、「咖啡文化」 這些文化有一部分與特定產品種類相關 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.

態度、信念與價值觀 態度是透過學習而形成的傾向，即以一致的回應方式對待某特定事物 信念是一種組織化的知識型態，是個人對生存世界真理認知 價值觀可被定義為一種持久的信念或感受，對某些特定的行為模式或現象有其特別偏好 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.

宗教 宗教是社會信仰、態度及價值觀的重要來源。世界上主要的宗教包括佛教、印度教、回教、猶太教、基督教等

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.”

美學 對於美醜、味道好壞，甚至猥褻標準等皆有共識 視覺美學－必須了解產品、商標符號或包裝顏色外型對視覺美學的重要性 美學風格－不同地區的人對美學風格（如不同的複雜程度）會有不同認知 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.

飲食偏好 你會吃…… 深海鱘魚所產的魚子醬（俄國） 馴鹿菜餚（芬蘭） 兔肉（法國） 以米飯和烤魚當作早餐（日本） 烹調食物時加一些辛辣調味料（印度） 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.

文化對行銷的影響 文化的共通性對全球行銷者而言是機會，可以針對文化共通性對部分或全部的行銷要素進行標準化 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.

高結構文化與低結構文化 高結構文化 日本、中東 低結構文化 美國、北歐 訊息大多存於溝通結構當中 包括背景、溝通者的基本價值等 法律文件的作用不如責任和信賴感來得重要 重視個人名譽 日本、中東 低結構文化 所有訊息都會明白顯示 文字是溝通的主要工具 信賴法律文件 重視文件簽署 美國、北歐

高結構文化與低結構文化（續） This table highlights how high and low context cultures differ.

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.

行銷意涵 進行全球行銷規劃時，必須考量文化差異的因素 「環境敏感度」指的是產品能隨著不同市場中特定的文化需求而改變的程度 This slide introduces the topic of environmental sensitivity especially as it relates to global marketing. Environmental sensitivity is a useful approach to view products because it places them on a continuum. At one end of the continuum are environmentally insensitive products that do not require significant adaptation to the environments of various world markets. At the other end of the continuum are products that are highly sensitive to different environmental factors. A company with environmentally insensitive products will spend relatively less time determining the specific and unique conditions of local markets because the product is basically universal. The greater a product’s environmental sensitivity, the greater the need for managers to address country-specific economic, regulatory, technological, social, and cultural environmental conditions. The next slide illustrates this concept.

環境敏感度 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.

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文化規範 Return

物質文化與非物質文化 實體要素或實體文化 主觀文化或抽象文化 天然的物品 人類自創的加工品 宗教 知覺 態度 信念 價值 衣服 工具 Return

採用過程 消費者從認識產品到接納或願意購買的過程 知曉 興趣 評估 試用 採用 Return 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. Return

創新產品特性 創新是指某種服務或商品具備新的元素，消費者採用創新產品的因素分為五點 相對優勢 相容性 複雜性 分割性 溝通性 Return 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. Return

採用者類型 採用者類型是根據個人採用新產品的程度加以分類 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 The next slide describes the different categories

採用者類型（續） 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. Return