國濟마아케팅의 文化的 環境에 대한 考察 = A Study on the Culture Environments for International Marketing

다국어 초록 (Multilingual Abstract)

Culture influences our way of thinking. Oriental way of thinking is different from that of the Western. These cultures consist of several subcultures and they different styles respectively. They are also useful tools in understanding human behavior and come from behavioral sciences such as Sociology, Psychology, and Anthropology.
Culture is a kind of knowledge communicated learned bur a specific language and way of life seen among the members of a specific group. It is the learned characteristic of behavior shared with by them. At this point, international marketers have to recognize not only the thought made by language and cultural homogeneity, but distinctive differences in the language at the same time and give a special attention to the language of silence which individual culture has.
Culture in general, influences the circumstance of business-especially international business. Because culture is learend by the relations]lip between members of a group, the most characteristics of all which tell one culture from another are language, art, family rule, individual institution, class mobility, dynamics and social pattern of interaction.
It is true that culture is simply a solution of our daily lives in each society. Products and services must solve the problems and satisfy the needs of consumers to exist. At this point, it is important for marketers to understand how much well-known products suffice in some culture and then to notice the fact that cultural differences tends to be more distinguished than cultural similarities, Marketers, however, have to recognize that all the people have same needs. Innovation has both absolute and circumstantial aspects. If some one product is introduced to the world market, it already is not innovation, but the product introduced to some market can be introduced to another and therefore, diffusion study of innovation is proper to international marketers under the various circumstances. But under most circumstances, business managers may not have enough time and money to be familiar with a subtle complication of culture.
Above all, culture is the result of interaction of man and his enviornment. Man creates a culture and adopt himself to the one created. Culture is continually transfered from one generation to anotherr. Also culture is changed by something new.
And so the modern business manager must recognize multicultural elements and develop accurate handling techinques of cultural differences. Being subtle, cultural influence is apt to be misunderstood. So our own culture often interrupts our understanding of others. The reason is we think other culture by the degree of similarity and difference between them, This is a SRC (self-reference criterion). International marketers not only carefully observe how much SRC makes a problem complicated, but further more by eluminating SRC, they will be able to attempt the accurate analysis of international circumstance.
Culture leads man's behavior and his motive. It naturally influences the preference of purchaser and the pattern of product usage. International marketers must try to recognize the cultral diversification and understand its fundament. Beyond several cultures, since it is important for them to understand the scope of the generalization of cultural influences, international marketers should measure cultural similarities and differences. Finally, they need develop a synthetic system in order to identify the goal and avoid difficulties in the alternatives of selection. In other words, in order to sell products and services he should develop the best system for observing cultural influences on consumer's demands.

목차 (Table of Contents)

• Ⅰ. 序論
• Ⅱ. 國際마아케팅의 文化環境論의 展開
• 1) 文化環境의 特性
• 2) 文化의 內容 및 諸制度
• (1) 文化의 主要內容
• (2) 文化의 主要制度
• 3) 文化적 自覺과 意思疏通
• (1) 意思疏通의 差異
• (2) 心默의 言語
• 4) 革新 및 擴散理論
• 5) 選擇者의 範圍模型
• 6) 階層構造 및 社會的 動力性
• 7) 美國과 國際마아케팅
• 8) 文化의 要素에 대한 分析的 接近
• (1) 開放的 態度
• (2) 自己準據의 基準(SRC)의 除去
• Ⅲ. 要約 및 結論