国际市场营销Chap005.ppt

Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,*,Roy Philip,*,Chapter 5,Culture,Management Style,and Business Systems,International Marketing,15,th,edition,Philip R.Cateora,Mary C.Gilly,and John L.Graham,McGraw-Hill/Irwin,Copyright 2011 by The McGraw-Hill Companies,Inc.All rights reserved.,（一）操 作 方 法,第,5,章 文化、管理风格和经营方式,International Marketing,15th edition,引言,Introduction,(1 of 2),文化，包括它的所有因素，深刻地影响了管理风格和经营方式。,文化不仅为日常的商业行为建立了标准，也形成了价值观和激励的一般模式。,各种研究都把北美人看做个人主义者，把日本人当做力求上下一致和注重群体的集体主义者，把中、南欧人看成是有等级意识的精英主义者。,Roy Philip,5-,3,引言,Introduction,(2 of 2),缺乏对他国商务惯例和习俗的同情和了解，会给建立成功的商业关系带来巨大障碍。,为了在国际市场营销中取得成功，了解他国的管理风格，即商业文化、管理理念和经营方式和行为，并愿意适应这些方面的差异，是很重要的。,最后探讨文化对战略性思考的重要影响,（,Culture,has an important influence on strategic,thinking,）,Roy Philip,5-,4,概览,Overview,5.1,必须适应,文化差异的强制性、选择性、排他性,5.2,美国文化对管理风格的影响,5.3,世界上不同的管理风格,5.4,国际经营中的性别偏见,5.5,企业伦理,5.6,文化对战略的影响,5.7,关系导向、信息导向文化的不同,Roy Philip,5-,5,全球视角金发在日本更受关注吗,?,在日本看到一个白肤金发碧眼的高挑年轻女性来领导谈判会感觉到很古怪,。,日本人会因为领导谈判是一个女性而不平等对待。,美泰公司调查发现：原版的棕发蓝眼的芭比在香港的受欢迎度不亚于在好莱坞。,但这一标准方法也会导致销量直线下降。,Roy Philip,5-,6,5.1,必须适应,Required,Adaptation,适应是国际市场营销中的一个关键概念,10,个基本准则,Ten,basic criteria for adaptation,1),宽容Open tolerance,2),灵活性,Flexibility,3),谦逊,Humility,4),公平与公正,Justice/fairness,5),能适应不同的工作节奏,Ability,to adjust to varying tempos,Roy Philip,5-,7,5.1,必须适应,Required,Adaptation,10,个基本准则,Ten,basic criteria for adaptation,6,),好奇心与兴趣,Curiosity/interest,7),对他国的了解,Knowledge,of the country,8),喜欢他人,Liking,for others,9),能赢得别人尊重,Ability,to command respect,10),能入乡随俗,Ability,to integrate oneself into the environment,Roy Philip,5-,8,5.1.1,适应的程度,Degree,of Adaptation,有效的适应是必不可少,先了解自己的文化,然后意识到其他文化中所存在的差异可能会招来不安和不满和不安，误解主人的意图,。,自我参照标准在面对不同商业惯例时，最容易发生作用。,适应的关键是既要保持美国的特点，又要能够理解并且乐意适应文化差异。,Roy Philip,5-,9,5.1.2,强制性、选择性、排他性,文化强制性,-,有些商业惯例有着强制性,要么遵守它，要么避开它；要保持双方良好的关系，就必定遇到这个问题,。,Business,customs and expectations that must be met and conformed to or avoided if relationships are to be successful,在有些国家或地区，个人品行很重要,（,In,some cultures a persons demeanor is more critical than in,others,）,强制性,因文化的不同而不同,（,Imperatives,vary from culture to,culture,）,Roy Philip,5-,10,5.1.2,强制性、选择性、排他性,文化选择性,-,是指某些文化习俗和惯例，来自不同的文化的人或许愿意遵守或者参与，但是并非必须这样。,Relate,to areas of behavior or to customs that cultural aliens may wish to conform to or participate in but that are not required,有时，某种文化中的选择文化到了另一种文化却有着强制性,。,A,cultural elective in one county may be an imperative in another,文化排他性,Cultural,exclusives,主要指当地所特有的,一些习俗和行为方式，外人不可介入。,Customs or behavior patterns reserved exclusively for the,locals,Roy Philip,5-,11,5.2,美国文化对管理风格的影响,命运主宰的观点,“,Master of destiny”viewpoint,独立的公司作为社会行为的工具,基于效能的人员选拔和奖赏,基于客观分析的决策,广泛分享决策权,精益求精,Never-ending,quest for improvement,竞争产生效率,Competition,producing efficiency,Roy Philip,5-,12,5.3,世界上不同的管理风格,P92100,权威和决策,Authority,and decision making,管理目标和志向,Management,objectives and aspirations,沟通风格,Communication,styles,正规性与工作节奏,Formality,and tempo,单一时间利用方式与多种时间利用方式,P-time,versus M-time,谈判重点,Negotiation,emphasis,营销导向,Marketing,orientation,Roy Philip,5-,13,5.3.1,权威和决策,Authority,and Decision Making,公司权力结构的影响因素,Influencers,of the authority structure of business:,权力指数高的国家,High,PDI Countries,Mexico,Malaysia,权力指数低的国家,Low,PDI Countries,Denmark,Israel,三种典型权力模式,Three,typical authority patterns:,最高管理决策,Top-level,management decisions,分散决策,Decentralized,decisions,委员会,/,集体决策,Committee,or group decisions,Roy Philip,5-,14,5.3.2,管理目标和志向,P92,安全感和流动性,Security,and mobility,寻求安全感和流动性与人类的基本动机有着直接联系，因而具有广泛的经济和社会意义,个人生活,Personal,life,研究全世界范畴个人志向,(,David McClelland),社会的认可,Affiliation,and social acceptance,在有些国家，被邻里和同事认可似乎是在企业里工作的首要目标。,权力与成就,Power,and achievement-South American countries,Roy Philip,5-,15,每年工作小时,Annual,Hours Worked,Roy Philip,Exhibit 5.1,5-,16,中国人平均大约为,2200,小时。,5.3.3,沟通风格,面对面沟通,Face-to-face,communication,管理者常无法搞懂对方话语的基本大意,很多的商务沟通却依赖于语境表达,互相网沟通,Internet,communications,网络不可能改变人们用自己的语言和文化来认识事物的程度。,P96,78%of todays Web site content is written in English,An English e-mail message cannot be understood by 35%of all Internet users,Roy Philip,5-,17,国家间语境差异,Roy Philip,Exhibit 5.2,5-,18,5.3.3,沟通风格,国别的网站,Country-specific,Web sites,除了语言要友好外，还要审核符号及其他非语言表达方式，看是否传递了错误的信息。网站常用的图标也可能会引起误解,。（,Web,site should be examined for any symbols,icons,and other nonverbal impressions that could convey and unwanted,message,）,a great example of a company with a,webpage,for many countries,Roy Philip,5-,19,5.3.4,正规性与工作节奏,Formality,and Tempo,令人愉快的不拘小节和办事匆忙是美国人的特点也是美国公司间往来的特点,Breezy,informality and haste characterize American business relationships,欧洲人不必美国化,Europeans,not necessarily“Americanized”,太高的权力距离的价值取向,May lead to business misunderstandings,对于那些与中东有贸易往来的北美人来说，急于求成和缺乏耐心是他们最常犯的错误,要想取得巨大成功的经营者，应该用外国人可以接受的方式与他们交往。,Roy Philip,5-,20,5.3.5,P-Time,versus M-Time,单一时间利用方式,Monochronic,time,趋向一个时间集中精力在一个事情上,把时间分成一小段一小段，很注重速度,大多数低语境国家采用单一时间利用方式,多种时间利用方式,Polychronic,time,大多数高语境国家采用,一时多用，注重人际交往,涉及关系的建立和对言外之意的揣摩。,在大多数文化环境中，两种利用时间方式都存在，不同的场合有所偏重。,目前，随着世界市场的扩大，采用多种时间利用方式的经营者，正在适应单一时间利用方式。,Roy Philip,5-,21,速度是相对的,Speed,is Relative,Roy Philip,Exhibit 5.3,5-,22,5.3.6,谈判的重点,Negotiations,Emphasis,商务谈判也许是最基本的商务活动,各个国家谈判的基本要素大同小异,They relate to the product,its price and terms,services associated with the product,and finally,friendship between vendors and customers,谈判中首要任务是“了解自己”其次才是“了解对方”,One,standard rule in negotiating is“know thyself”first,and second,“know your counterpart”,Roy Philip,5-,23,5.3.7,营销导向,事实证明，公司的营销导向与公司利润正相关,其他国家的公司还没有从传统的生产导向、产品导向和销售快速地转变过来。,由于公司文化的多元化，在全球范围内推广这一导向是有一定难度的。,Roy Philip,5-,24,5.4,国际经营中的性别偏见,女性在派驻国外的比例相对很小，不到,20%,。,In many cultures(Asia,Middle East,Latin America)women not typically found in upper levels of management,and are treated very differently from men,很多国家对女性的偏见根深蒂固,交叉指导制度,高层有国际经验：,m,ore likely to get promoted,have higher rewards,and have,greater occupational tenure,Roy Philip,5-,25,各国公司高层女性比例差异,Roy Philip,Exhibit 5.4,5-,26,5.5,企业伦理和腐败,Business,EthicsCorruption,什么是腐败,What,is Corruption?,利润,Profits,(Marxism),个人主义,Individualism,(Japan),泛滥的消费主义,Rampant,consumerism(India),工作人员,Missionaries,(China),知识产权法,Intellectual,property laws(Sub-Sahara Africa),货币投机,Currency,speculation(Southeast Asia),批评美泰和芭比,Criticisms,of Mattel and Barbie,Sales of Barbie declined worldwide after the global standardization,Parents and government did react,Mattels strategy,boosted sales,of its competition,Roy Philip,5-,27,5.5.2,西方对贿赂的关注,70,年代中期，美国公司在国外政治贿赂事件被曝光以后，贿赂成了当时的全国的焦点问题之一。,贿赂和恰当经营之间产生了重大的冲突。,全球反贿赂法和很多组织认为贿赂是犯罪。,Roy Philip,5-,28,透明国际腐败感觉指数,Roy Philip,Exhibit 5.5,5-,29,12,月,5,日公布,2012,年的“腐败感觉指数”,Roy Philip,Exhibit 5.5,5-,30,100,分为非常廉洁，,0,分为高度腐败，在,176,个国家和地区中，有,68%,的分数低于,50,。西方通常以,50,分为及格线。中国在不及格之列，廉洁度全球排名第,80,。香港廉洁度全球第,14,位，台湾,37,位。,中国在,183,个国家和地区中廉洁度名列第,75,，今年名次下滑，,至少说明,腐败问题没有明显改善。,透明国际腐败感觉指数,Roy Philip,Exhibit 5.5,5-,31,透明国际,贿赂支付者,指数,Roy Philip,Exhibit 5.6,5-,32,5.5.3,贿赂：一个变化的主题,(1,of 2),行贿和索贿,Bribery,and Extortion,行贿是主动提供酬金，以便非法取得优势,索贿是指某人只是想获得合法利益，但当权者却以此要挟，要他支付一笔酬金。,收买和打点,Subornation,and Lubrication,打点是指在法律允许范围内，向低层官员赠送少量的现金、礼物或提供一些服务。,收买一般涉及数额较大的款项，而且通常无法正常入账，其目的是要以此诱使一些官员做违法的事。,Roy Philip,5-,33,5-,34,5.5.3,贿赂：一个变化的主题,(1 of 2),代理费,Agents,Fees,当经营者不熟悉他国法规时，可以雇用代理人作为企业驻那一国家的代表。,反国外行贿法,The,Foreign Corrupt Practices Act(FCPA),反国外行贿法对抑制贿赂直到了积极作用。,Since 1994,US businesses have bowed out of 294 major overseas commercial contracts valued at$145 billion rather than paying bribes,5-,34,5.5.4,合乎伦理和社会责任的决策,通常经营者在决策、制定方针政策和从事经营活动时在以下,5,个方面遇到困难：,雇佣方式和政策,Employment,practices and policies,消费者保护,Consumer,protection,环境保护,Environmental,protection,政治捐款以及企业参与政治活动,Political,payments and involvement in political affairs of the country,基本的人权和自由,Basic,human rights and fundamental freedoms,Roy Philip,5-,35,5.5.4,合乎伦理和社会责任的决策,事实上，法律是对过去社会中不道德和不负责任的行为的规范,（,Laws,are the markers of past behavior that society has deemed unethical or socially,irresponsible,）,道德原则帮助经营者分清对错，确定该做什么，并为自己的行为找到充足的理由,（,Ethical,principles to help the marketer distinguish between right and wrong,determine what ought to be done,and justify,actions,）,功利原则,Utilitarian,Ethics(Does it achieve a common good?),权利原则,Rights,of the Parties(Does the actions involve the rights of the individual?),公正原则,Justice,or Fairness(Does the action represent fairness for all?),Roy Philip,5-,36,5.6,文化对战略的影响,British-American,个人主义,Individualistic,Japan&Germany,集体主义,Communitarian,在低,个人主义文化下，员工和管理层合作,在经济繁荣期，一种竞争的,个人主义的方式可以起到很好的效果,第四种模式,中国文化中发现的,entrepreneurship,它是一种更具有创业精神的方式，它还强调“关系”，将关系视为企业间的协调原则。,Roy Philip,5-,37,5.7,关系导向、信息导向文化的不同,不断有研究发现霍尔的高,/,低语境和霍夫泰德的个人主义,/,集体主义和权力距离有很强的联系。,并非每一种文化都完全符合文化的每一个维度。,信息导向文化,Information-oriented,culture,United States,关系导向文化,Relationship,culture,Japan,文化差异综合模式对管理最有用的方面是它使得我们可以对不熟悉的文化做出预测（,Synthesis,of cultural differences allows us to make predictions about unfamiliar,cultures,）,Roy Philip,5-,38,文化维度的综合表述,Dimensions,of Culture,A,Synthesis,Roy Philip,Exhibit 5.7,5-,39,Summary(1 of 2),Some cultures appear to emphasize the importance of information and competition while others focus more on relationships and transaction cost reductions,Businesspersons working in another country must be sensitive to the business environment and must be willing to adapt when necessary,Understanding the culture you are entering is the only sound basis for planning,Business behavior is derived in large part from the basic cultural environment in which the business operates and,as such,is subject to the extreme diversity encountered among various cultures and subcultures,Roy Philip,5-,40,Summary(2 of 2),Environmental considerations significantly affect the attitudes,behavior,and outlook of foreign businesspeople,Varying motivational patterns inevitably affect methods of doing business in different countries,The international trader must be constantly alert and prepared to adapt when necessary,No matter how long in a country,the outsider is not a local in many countries that person may always be treated as an outsider,Assuming that knowledge of one culture will provide acceptability in another is a critical mistake,Roy Philip,5-,41,The Book of Change,Innovating is the ability to see change as an opportunity.,I,is for Innovating.,A,thing of beauty is a joy for ever.,美国俚语,的外国解释,American,Slangs,Foreign Interpretations,Roy Philip,“,Lets do a deal,”,让我们做个交易,“Whats the bottom line,?”,结果到底是什么,“Okay”or“Thats,okay”,“,好的”或“没关系”,“Thats a shame,”,太遗憾了,“I get a kick from that,”,得到极大的乐趣,“Can we close on this?”,“That is too good to be true,”,这简直让人不敢相信,Arab=“Lets do something unethical”,Japanese=“What is your starting bid?”,Chinese“Not really good,could be better”,Indian=“You have insulted me”,Japanese=“It hurts”,Chinese=“We should stop,cancel,this”,Malaysian=“You must be cheating me”,5-,43,