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.
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.
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