Published on January 13, 2009
7 : GLOBAL ENVIRONMENTALSCAN 7 CHAPTER By Brandon Miller Pages 183-190 Joke Time:The Real Reason Behind the Andersen/Enron Fiasco : Joke Time:The Real Reason Behind the Andersen/Enron Fiasco Global Environmental Scan : Global Environmental Scan Uncontrollable factors that affect global marketing: Cultural factors Economic factors Political-Regulatory factors Overview : Overview Cultural Diversity (cultural factors) Cross-cultural analysis Values Customs Foreign Corrupt Practices Act Cultural Symbols Semiotics Language Back translation Cultural ethnocentricity Consumer ethnocentrism Overview Continued : Overview Continued Economic Factors Stage of Economic Development Economic Infrastructure Consumer Income and Purchasing Power Currency Exchange Rates Cultural Environmental Factors : Cultural Environmental Factors A cross-cultural analysis involves the study of similarities and differences among consumers in two or more nations or societies The cross-cultural analysis creates an understanding about values, customs, symbols, & languages of other societies. Cultural Environmental Factors: Values : Cultural Environmental Factors: Values A society’s values represent personally or socially preferable modes of conduct or states of existence that are enduring. Values influence the behavior of the consumers. McDonalds example in India Visa example in Germany Cultural Environmental Factors: Customs : Cultural Environmental Factors: Customs Customs are the norms and expectations about the way people do things in a specific country. Cosmetics example in France Japanese Valentines Day example Cultural Environmental Factors: Customs : Cultural Environmental Factors: Customs The Foreign Corrupt Practices Act makes it a crime for U.S. corporations to bride an official of a foreign government or political party to obtain or retain business in a foreign country. Bribes are a tax deductible expense in France & Greece Cultural Environmental Factors: Symbols : Cultural Environmental Factors: Symbols Cultural symbols are things that represent ideas and concepts. Semiotics is the study of these symbols. Improper use of symbols can be disastrous for global marketers. Tiffany & Company example in Japan Coke example with the Parthenon Cultural Environmental Factors: Language & Back Translation : Cultural Environmental Factors: Language & Back Translation The best language to communicate with consumers in is their own. Over 3,000 languages spoken world-wide Vicks example in Germany Cultural Environmental Factors: Language & Back Translation : Cultural Environmental Factors: Language & Back Translation In back translation, a translated word or phrase is retranslated into the original language by a different interpreter. (error checking control) Nike flames example Cultural Environmental Factors: Consumer Ethnocentrism : Cultural Environmental Factors: Consumer Ethnocentrism Consumer ethnocentrism is the tendency to believe that is inappropriate or immoral to purchase foreign-made products. Observed in segments of the U.S., France, Japan, Korea, & Germany Economic Environmental Considerations : Economic Environmental Considerations Economic Factors: Stage of Economic Development Economic Infrastructure Consumer Income and Purchasing Power Currency Exchange Rates Economic Environmental Factors: Stage of Economic Development : Economic Environmental Factors: Stage of Economic Development Developed Countries: Mixed economies (Ex: U.S., Japan, Canada, & Western Europe) Developing Countries: Usually moving towards an industrialized economy (Ex: Hungary, South Africa, & Pakistan) Economic Environmental Factors: Economic Infrastructure : Economic Environmental Factors: Economic Infrastructure Economic infrastructure is a country’s communication, transportation, financial, & distribution systems. Critical for determining how, where, & to whom to market. Coke example in India Economic Environmental Factors: Consumer Income & Purchasing Power : Economic Environmental Factors: Consumer Income & Purchasing Power Marketers must consider the average household incomes of the consumers. FIGURE 7-5 How purchasing power differs around the world : FIGURE 7-5 How purchasing power differs around the world Economic Environmental Factors: Currency Exchange Rates : Economic Environmental Factors: Currency Exchange Rates A currency exchange rate is the price of one country’s currency expressed in terms of another country’s currency. Failure to consider exchange rates can have severe consequences Mattel Barbie example Review : Review Global marketing is affected by uncontrollable factors that include: Cultural factors Values Customs Cultural Symbols Language Cultural ethnocentricity Economic factors Stage of Economic Development Economic Infrastructure Consumer Income and Purchasing Power Currency Exchange Rates Any Questions or Comments? : Any Questions or Comments? Thanks for listening By Brandon Miller
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