國際營銷課件Chap003

1、 I n t e r n a t i o n a l M a r k e t i n gHistory and Geography: The Foundationsof CultureChapter 33-2What Should You Learn? The importance of history and geography in the understanding of international markets The effects of history on a countrys culture How culture interprets events through its

2、own eyes3-3What Should You Learn? The effect of geographic diversity on economic profiles of a country Why markets need to be responsive to geography of a country Economic effects of controlling population growth versus aging population Communications are an integral part of international commerce3-

3、4Global PerspectiveBirth of a Nation Panama in 67 Hours To understand a societys actions and its points of view, you need to appreciate: The influence of historical events The geographical uniqueness to which a culture has had to adapt To interpret a cultures behavior and attitudes, a marketer must

4、have some idea of a countrys history and geography3-5History Perspective in Global Business History helps define a nations mission How it perceives its neighbors How it perceives itself Its place in the world Insights into history are important for understanding current attitudes It is necessary to

5、study culture as it is now as well as to understand culture as it was A countrys history3-6History and Contemporary BehaviorJapanese historySeven centuries under the shogun feudal systemThreat of domination by colonial powersRise of new social classesWestern influencesHumiliation of World War IIInvo

6、lvement in the international communityHistorically, loyalty and service, a sense of responsibility, and respect for discipline, training, and artistry were stressed to maintain stability and orderA historical perspective gives the foreigner a basis on which to begin developing cultural sensitivity a

7、nd a better understanding of contemporary Japanese behavior3-7History is Subjective Historical events always are viewed from ones own biases and SRC A crucial element in understanding any nations business and political culture is the subjective perception of its history3-8Geography and Global Market

8、s Geography an element of the uncontrollable environment that confronts every marketer Affects a societys culture and economy Physical makeup limits a nations ability to supply its peoples needs 3-9Social Responsibility and Environmental Management Environmental protection is not an optional extra P

9、ollution is on the verge of getting completely out of control China has 16 of the worlds 20 most polluted cities Critical issue: the disposal of hazardous waste Sustainable development3-10Resources The availability of minerals and the ability to generate energy are the foundations of modern technolo

10、gy The principal supplements to human energy Animals Wood Fossil fuel Nuclear power Ocean tides Geothermal power The sun3-11Resources United States in perspective 1942 nearly self-sufficient 1950 major importer 1973-2000 increased dependency from 36% to 66% Mid-2000s predicted to be importing more t

11、han 70% of needs The location, quality, and availability of resources will affect the pattern of world economic development and trade well into the 21st century3-12World Energy ConsumptionExhibit 3.3a3-13World Energy ConsumptionExhibit 3.3b3-14Dynamics of Population Trends Global population trends d

12、etermine todays demand for goods Rural/urban population shifts Rates of growth Age levels Population control Changes in population will profoundly affect future demand The most important deterrent to population control is cultural attitudes about the importance of large families3-15World Population

13、by Region 2005-2050Life Expectancy at Birth 2005-2010 (millions)Exhibit 3.43-16Rural/Urban Migration Result of a desire for greater access to: Sources of education Health care Improved job opportunities3-17Population Decline and Aging Population growth in many countries has dropped below the rate ne

14、cessary to maintain present levels A nation needs a fertility rate of about 2.1 children per woman Not one major country has sufficient internal population growth to maintain itself3-18Age Density for World and Selected CountriesExhibit 3.53-19Worker Shortage and Immigration The free flow of immigra

15、tion will help to ameliorate the dual problems of explosive population expansion in less-developed countries and worker shortage in industrialized regions Europe will need 1.4 billion immigrants over the next 50 years Japan and the U.S. will need 600 million immigrants between now and 20503-20500 Ye

16、ars of TradeExhibit 3.6a3-21500 Years of TradeExhibit 3.6b3-22World Trade Routes Progression of trade routes Overland Sea routes Air routes The Internet Trade routes bind world together, minimizing: Distance Natural barriers Lack of resources Fundamental differences between and economies Trade route

17、s represent attempts to overcome influence of geography Causing economic and social imbalances3-23Communication Links Telegraph Telephone Television Satellites Computer Internet3-24Summary A prospective international marketer should be reasonably familiar with the world, its climate, and topographic differences Geographic hurdles must be recognized as having a direct effect on marketing and the related activities of communications and distribution3-25Summary Without a historica