跨文化商务沟通wk4interculturalbusinesscommunication

1、Intercultural Business Communication,Week 4,Contents,Value Cultural Patterns - Hofstede - Trompenaars - Kluckhohn & Strodtbeck - Edward Hall,Priorities of Value,Hofstedes Cultural Dimensions,Individualism vs. Collectivism - the most widely researched - Chinese: 个体主义（个人/自私） Individualism indicates the extent to which a society is a loosely knit social framework in which people are supposed to take care of only themselves and their immediate families.,Collectivism (集体主义） - common interests, confor

2、mity, cooperation & interdependence Collectivism indicates a tight social framework in which people distinguish between in-groups & out-groups and expect their in-group to look after them,Hofstedes Cultural Dimensions,Hofstedes Cultural Dimensions,In-group Immediate family Extended family Relatives Acquaintances Friends Classmates Colleagues,Out-group People who are basically strangers People who only have business relationships with you People who are not close to you,Hofstedes Cultural Dimensi

3、ons,Speak your mind and tell the truth,Maintain harmony and avoid confrontations,Term: “I”,Term: “We”,Follow universal rules,Fulfill obligations to in-group members,Relatively little difference in behavior toward in-group & out-group members,Big difference between in-group and out-group behaviors,Less intimate with in-groups & less hostile to out-groups,More intimate with in-groups and more hostile to out-groups,Occurs within groups & between groups,Cooperate with members of in-groups but not wi

4、th members of out-group,Power Distance It indicate the extent to which a society accepts the fact that power in institutions and organizations is distributed unequally among individuals - Typical characteristics (Decentralization; Active participation, etc) - In business management world (Obedience; Execution; Saying yes),Hofstedes Cultural Dimensions,Uncertainty Avoidance It indicates the extent to which a society feels threatened by ambiguous situation and tries to avoid them by providing rule

5、s, believing in absolute truths, and refusing to tolerate deviance High Low- people tend to accept differences, be relax about those differences,Hofstedes Cultural Dimensions,Masculinity vs. Femininity Masculinity- the extent to which the dominant values in a society tend towards assertiveness and acquisition of things and away from concern for people and the quality of life Femininity- it stresses naturaring, caring attention to peoples feelings and needs; sex roles are more flexible,Hofstedes

6、Cultural Dimensions,Three corresponded to Hofstedes first three Long-term vs. Short-term Long-term- values oriented towards the future; Short-term- values rather oriented towards the past and present,Bonds Chinese Value Survey,Marketing Mix,It is the set of controllable, tactical marketing tools that the firm blends to produce the response it wants in the target market.,It consists of everything the firm can do to influence the demand for its product.,Marketing Mix- 4 “Ps”,Target Customers Inten

7、ded Position,Market Strategies,Definition The marketing logic by which the company hopes to achieve strong and profitable customer relationships. It involves deciding which customers to serve (segmentation and targeting) and with what value proposition (differentiation and position).,Ma,Functions Identifiy the total market Divide into smaller segments Select proper segment(s) The relationship with MKT Mix,Market Strategies,Profitable Customer Relationships,Marketing Planning,Marketing Implementation,Marketing control,Marketing Analysis,Target Marketing,Marketing Positioning,Target Marketing,Product,Price,Place,Promotion,MKT Intermediaries,Competitors,Suppliers,Publics,

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