求关于“CulturalDifferences"英文文章求关-查字典问答网
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  求关于“CulturalDifferences"英文文章求关于文化差异和文化冲突的英文文章,关于国际营销方面的,大概4000字,麻烦高手推荐下,有地址可以复制的最好.分全给了.

  求关于“CulturalDifferences"英文文章

  求关于文化差异和文化冲突的英文文章,关于国际营销方面的,大概4000字,麻烦高手推荐下,有地址可以复制的最好.分全给了.

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2020-08-06 13:19
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林彦生

  CulturalDifferencesandmarketing

  Globalizationisaninevitableprocessinthe21stCentury,andsoisthecross-culturalization.Ontheonehand,theworldisbecomingmorehomogeneous,anddistinctionsbetweennationalmarketsarenotonlyfadingbut,forsomeproducts,willdisappearaltogether.Thismeansthatmarketingisnowaworld-encompassingdiscipline.However,ontheotherhand,thedifferencesamongnations,regions,andethnicgroupsintermsofculturalfactorsarefarfromdistinguishingbutbecomemoreobvious.Itissuggestedthattheclaimsfor"arighttoculture"bynationalstatesinrecentyearscanbeimportantcriteriafortradepolicymaking,intellectualpropertyrightsprotection,andtheresourcefornationalinterests.Thelastsummitoffrancophonenationsinthe20thcenturycalledfora"culturalexception"inGATT/WTOrulesgoverningtradeofgoods.Theclaimswillnotonlyaffectpublicpolicyinthesenationsbutinternationaltraderules.Itmightinitiateaworldwideculturalprotectionismfortrans-nationalmarketingwhileweareapproachingtheglobalizationeconomicallyinthe21stCentury.Fromamarketingpointofviewitisveryimportantformarketerstorealizethatastheworldbecomesglobalizedtheculturalimperativeisuponus;marketsinthe21stcenturyareworldandyetcross-culturalmarkets.Tobeawareofandsensitivetotheculturaldifferencesisamajorpremiseforthesuccessinthe21stCenturymarketplace.

  Thecross-culturalissueswillprovidemorechallengesandopportunitiestothemarketersinthe21stCenturyalthoughtheymightnotbetotallynewinthemarketingarea.Therearemanyunsolvedproblemsorissuesthatneedtobesolvedanddiscussedbythescholarsandmarketingprofessionalsintheoriesandinpractice.Inthetheoreticareathesethemesandissuesneedtobeprobed:1)cultureimpactsonmarketing(internationalversusdomestic);2)cross-culturaldimensionsofmarketingresearch;3)cross-culturalaspectsofmarketingmix(products,price,promotion,anddistribution;4)cross-culturalmarketingeducationandprofessionaltraining;5)cross-culturalpracticeinelectronicmarketing.

  Thetopicsorthemeslistedabovecanbeviewedasguidelinesforfurthertheoreticstudiesalthoughtheywillnotbetreatedasexclusiveforthemarketingscholars.Morethemesandtopicswillbediscoveredasthetheoreticdiscussionsgoingon.Intermsofmarketingpractice,thefollowingpointsshouldbeguidelinesformarketerstominimizethepossiblecross-culturalmarketingmistakes:1)developculturalempathy(recognize,understand,andrespectanother'scultureanddifference);2)beculturallyneutralandrealizethatdifferentisnotnecessarilybetterorworse;3)neverassumetransferabilityofaconceptfromoneculturetoanother;4)getculturalinformantsinvolvedintothedecision-makings.

  Cross-culturalmarketingisdefinedasthestrategicprocessofmarketingamongconsumerswhoseculturediffersfromthatofthemarketer'sowncultureatleastinoneofthefundamentalculturalaspects,suchaslanguage,religion,socialnormsandvalues,education,andthelivingstyle.Cross-culturalmarketingdemandsmarketerstobeawareofandsensitivetotheculturaldifferences;torespecttherighttoculturebytheconsumersinvariousculturesandmarketplaces,marketersshouldunderstandthattheydeservedtherighttotheirc

2020-08-06 13:22:55

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