文档介绍：第二章 国际市场营销环境
学****要点
基本要求
1、主要包括：
文化、经济、政治与法律环境
2、文化要素的构成
3、罗斯托的经济成长阶段理论
4、经济结构
5、政治风险的种类
6、国际司法管辖权的认定
1
学****要点
重点
1、文化适应（自我参照标准）
2、国际争端解决的三种方式
3、大陆法系与英美法系的区别
2
Case 1
Situation:
Zhang Yu (B), a member at a famous pharmacy corporation is visiting one of his American friends, Doctor Smith (A)，for the first time together with his wife Wang Qing (C ).
They have just arrived ,and Doctor Smith is meeting them at the airport .
3
Case 1
A：Hi, Mr Zhang. Welcome to the States!
B：Thank you very much, Doctor Smith. This is my wife Wang Qing. Wang Qing, this is Doctor Smith, whom I often mention to you.
A: How do you do ?
C: How do you do?
A: Mr. Zhang， you’ve got a very beautiful wife!
B: Oh,no,no,where,where…
A:(puzzled)…er…Everywhere, everywhere
4
Case2
Situation:
John Zhao（A）is at a party ,where he meets with a young lady, Monica Duncan(B), who is from the . His is trying to compliment her.
5
Case2
A：Hello，I’m John Zhao from the LD computer Corporation.
B: Nice to meet you, Mr. Zhao. I’m Monica Duncan from MC software Company.
A: You are really beautiful, Miss Duncan.
B: Thank you.
A: How old are you , Miss Duncan ? You look so young! Are you married?
B: No.
A: You must be very capable ,too. Otherwise your company won’t have sent you here. How much do they actually pay you ?
B: I’m afraid that’s none of your business, Mr. Zhao. Excuse me, I have a friend over there.
6
第一节
国际营销的文化环境
7
一、文化的含义
文化是指给定社会中由人们可识别的行为方式特征整合而成的体系。包括：给定社会群体想、说、做、行的方式，即这个社会群体的****惯、语言、物质成就、共同的态度和感情体系等等。
8
一、文化的含义
文化是保守的和鼓励延续的。
文化渗透（调整自己和使自己适应另一种文化）是国际经营成功的关键。
9
二、文化要素
1、语言
语言被人们描述为文化的镜子。语言从本质上讲是多层次的，有声语言和国际商务中的无声语言都是如此。
“Body by fisher”
Bay公司
还原翻译法
10