代写paper范文：Cultural Factors and Marketing Management Practices
代写paper范文-文化因素与营销管理实践。本文是一篇由本站留学生代写服务提供的paper写作范文，主要内容是讲述文化因素在全球企业营销管理实践概念中的影响是一个很大的概念。文化在国际营销中被认为是非常重要的；然而，没有多少理论支持文化作为国际营销成功的重要工具。文化对市场有着复杂而巨大的影响。全球公司面临的挑战是认识到、应对并相应地改变每一种文化差异所带来的价值观和压力的差异。下面就一起来看一下这篇Paper代写范例的具体内容。
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The most difficult hindrance that a global company may face today is how to conquer the fear of the influence of cultural factors on the marketing management practices in the international marketing. The onset of globalization has made the world become an importantly small place when associated to world-wide business. Everything has been intertangled in a complicated global connection which makes countries interdependent of other countries and other organizations as well. Therefore, businesses should consider further their crowded local, national and traditional market to remain their competitive aspect against other organizations.
在国际营销中，如何克服文化因素对营销管理实践的影响，是当今跨国公司面临的最困难的障碍。全球化的开始使世界与全球商业联系在一起，成为一个重要的小地方。一切都交织在复杂的全球联系中，使各国与其他国家和其他组织相互依存。因此，企业应进一步考虑其拥挤的地方、国家和传统市场，以保持其与其他组织的竞争优势。
Global marketing management practices are indeed characterized by an environment that is tremendously uncertain. Hence, businesses should be on the belvedere for the uncertainties in the business environment and be qualified for them as they fight so as to remain their competitive aspect against other international firms. In lined with the competitive advantage of the company, their task is to utilize their knowledge of their customers, products, services as well as their resources which could be introduced in the culture that the companies set. This is the key element as global organizations engage in international marketing practices. Besides culture of the organization, the culture of the country out there can significantly affect marketing management practices of the global firm. In fact, a country’s cultural factors have long been recognized as crucial environmental characteristic elemental systematic differences in behaviour. These cultural norms and beliefs are ascendant impacts which shape an individual’s perceptions, characters and behaviours. Moreover, culture is reflected in “general tendencies of persistent preference for particular states of affairs over others, persistent preferences for specific social processes over others, and general rules for selective attention, interpretation of environmental cues, and responses”. (Tse et al., 1988, p. 82) [1]
全球营销管理实践的特点确实是环境极不确定。因此，企业应该为商业环境中的不确定性做好准备，并在与其他国际公司的竞争中保持竞争力。根据公司的竞争优势，他们的任务是利用他们对客户、产品、服务以及资源的了解，这些知识可以引入公司设定的文化中。这是全球组织参与国际营销实践的关键要素。除了组织文化之外，国家文化也会对全球企业的营销管理实践产生重大影响。事实上，一个国家的文化因素长期以来一直被认为是行为中至关重要的环境特征要素系统差异。这些文化规范和信仰是影响个人认知、性格和行为的主要因素。此外，文化反映在“对特定事务状态的持续偏好高于他人，对特定社会过程的持续偏好低于他人，以及选择性关注、对环境线索的解释和反应的一般规则”中。（Tse等人，1988年，第82页）[1]
This paper will be focusing on defining the influence of cultural factors as an essential part in effective marketing management practices of global companies. Meantime, the paper task is to review and examine how cultural factors are conceptualized in books, journals and in marketing management practices as well. Additionally, the paper will also be examining the role of culture in global marketing. At the conclusion of the discussion, there will be personal remarks regarding the implications of cultural factors in effective global marketing management practices.
这篇paper将侧重于将文化因素的影响定义为全球公司有效营销管理实践的重要组成部分。同时，Paper是回顾和检查文化因素是如何在书籍、期刊和营销管理实践中概念化的。此外，该论文还将考察文化在全球营销中的作用。在讨论的最后，将有关于文化因素在有效的全球营销管理实践中的影响的个人评论。
BODY AND DISCUSSION 正文和讨论
Defining Culture 定义文化
Commentaries which one of the main causes of many business failures has been linked to the failure to take account of cultural differences between countries. Furthermore, many marketing theories are limited in the sense that they have been developed and confirmed in Western countries only, specifically in the U.S and Europe. The beyond development of marketing as an academic discipline requires that there must have complete examination of the soundness of the theories as well as the models in other cultural settings as to identify the level of generalization and to discover some boundary limitations and conditions.
评论认为，许多企业失败的主要原因之一与未能考虑到国家之间的文化差异有关。此外，许多营销理论是有限的，因为它们只在西方国家发展和证实，特别是在美国和欧洲。市场营销作为一门学术学科的超越性发展要求必须对其他文化背景下的理论和模型的合理性进行全面的审查，以确定概括的水平，并发现一些边界限制和条件。
What is culture anyway? States that the term “culture” branched out from the Latin root “colere” which means to cultivate, to build on, to foster, to inhabit, etc [2]. There have been umpteen reflections on the meaning of culture in all sorts of versions of its use. Until now, various schools of though regarding the term have emerged; for instance, in the 19th century the notion of mass culture and popular culture emerged [3]. That was the epoch when culture was viewed as shared values amongst distinctive social groups and classes in societies. Hofstede (2001) defined that “culture is the collective programming of the mind that distinguishes the members of one group or category of people from another” (p.9) [4]. This somehow describes culture as a set of values and attributes of a given group and the relation of the individual to culture and the individual’s acquisition of those values and attributes.
什么是文化？指出“文化”一词源于拉丁词根“colere”，意思是培养、建立、培育、居住等[2]。在文化的各种使用版本中，人们对文化的意义进行了无数次反思。到目前为止，关于这个词已经出现了各种各样的学派；例如，在19世纪出现了大众文化和大众文化的概念[3]。在那个时代，文化被视为社会中不同社会群体和阶级之间的共同价值观。Hofstede（2001）定义“文化是将一个群体或类别的成员与另一个群体区分开来的思想的集体程序”（第9页）[4]。这在某种程度上将文化描述为给定群体的一组价值观和属性，以及个人与文化的关系，以及个人对这些价值观和特性的获取。
Culture is absolutely not an easy phenomenon to measure at all. It owns numerous definitions including the above meaning that it is a shared system of perceptions and values or a group sharing a certain system of perceptions and values. It means an organized body of rules concerning the ways in which individuals in a population should communicate with one another, think about themselves and their environments, and behave toward one another and toward objects in their environments. The rules are not universally or constantly obeyed, but they are recognized by all and they ordinarily operate to limit the range of variation in patterns of communication, belief, value, and social behavior in that population [5]. In a more or less similar idea that culture is not as much what people do and how they express themselves, as their knowledge of the potential behaviuors and cognitive maps of their in-group. It is the familiarity with certain forms of behaviour and ways of thinking that makes people feel that they belong to the same culture [6]. In another way, these said definitions give us a simple understanding of the meaning of culture as the sub-groups which share beliefs and basic assumptions of deriving from the group.
文化绝对不是一个容易衡量的现象。它有许多定义，包括上面的含义，即它是一个共享的感知和价值体系，或者是一个分享某种感知和价值观体系的群体。它意味着一个有组织的规则体系，涉及群体中的个人应该如何相互交流，思考自己和他们的环境，以及对彼此和环境中的物体的行为。这些规则并不是普遍或持续遵守的，但它们得到了所有人的认可，通常用于限制该人群中沟通、信仰、价值观和社会行为模式的变化范围[5]。在一个或多或少相似的观点中，文化与其说是人们做什么和如何表达自己，不如说是他们对潜在行为的了解和他们所在群体的认知地图。正是对某些行为形式和思维方式的熟悉，让人们觉得自己属于同一种文化[6]。另一方面，这些定义让我们简单地理解了文化作为亚群体的含义，这些亚群体共享从该群体派生的信仰和基本假设。
In association of the cultural settings of the market behaviours, culture is a common set of values, forms of social organization that influence roles and status positions as well as the conventions, rituals, and practices that guide behaviour, and a communication system which includes not only languages but non-verbal components as well, almost all definitions of the word “culture” points out to a main thing which is ‘a shared communication system and common ways of thinking and behaving’ [7]. As noted, culture is ‘shared by a group of people and hereby defines the boundaries of the group’ [8].
在市场行为的文化环境中，文化是一套共同的价值观、影响角色和地位的社会组织形式以及指导行为的习俗、仪式和实践，也是一个不仅包括语言，还包括非语言成分的沟通系统，几乎所有“文化”一词的定义都指向一个主要的东西，那就是“一个共享的沟通系统和共同的思维和行为方式”[7]。如前所述，文化是“一群人共享的，因此定义了群体的边界”[8]。
As mentioned above, the term “culture” has its own numerous of definitions. Narrowly defined, it is simply a system of beliefs; broadly defined, it involves beliefs, value systems, norms, mores, myths as well as structural factos of a given organization, tribe or society. Correspondingly, culture acts as an incorporating force for a given system which provides a bond to hold together the cognitive, affective and structural components of the system that the level or degree of the incorporation is primarily dependent on how strong the given culture is: the stronger the culture, the better the integration; meanwhile weak cultures offer less integration.
如上所述，“文化”一词有其众多的定义。狭义地说，它只是一个信仰体系；广义上讲，它涉及特定组织、部落或社会的信仰、价值体系、规范、习俗、神话以及结构因素。相应地，文化是一种特定系统的整合力，它提供了一种纽带，将系统的认知、情感和结构组成部分联系在一起，整合的水平或程度主要取决于特定文化的强大程度：文化越强大，整合越好；与此同时，弱势文化提供的融合更少。
Culture, Cultural Factors and Cultural Core Values 文化、文化因素与文化核心价值
Culture is an significant element of all behaviours. For instance, an enormous deal of modern cognitive consumer behaviour theory embodies culture. Additionally, the behaviour of people in market-place, in transaction business and in all of life’s activities generally is motivated by pieces of store knowledge or cognitions as values, opinions, ideas and attitudes, etc. These cognitions are fundamentally learned and acquired from the enculturation process or from experiences and social interactions wherefore people develop values and norms which are products of culture. This development starts since the early childhood and continue throughout the life. It is everywhere and consistent that affects almost aspects of an individual’s activities: how a person works, plays, sleeps, eats, interacts with others and purchases goods or services.
文化是所有行为的重要组成部分。例如，大量现代认知消费者行为理论体现了文化。此外，人们在市场、交易业务和所有生活活动中的行为通常受到商店知识或认知的激励，如价值观、观点、想法和态度，等等。这些认知从根本上是从融入文化的过程中或从人们发展作为文化产物的价值观和规范的经验和社会互动中学习和获得的。这种发展从儿童早期开始，并贯穿一生。它无处不在，始终如一地影响着个人活动的几乎各个方面：一个人如何工作、玩耍、睡觉、吃饭、与他人互动以及购买商品或服务。
Commonly, societies have developed their own core cultures including the individual’s most primal beliefs and values which are mirrored in their personal life-styles. Some countries have very identical core cultures whilst the others are largely different. Practically all countries around the world have various general definitions of the ways of living. Tongren, Hecht and Kovach (1995) aptly state that every culture has its own a unique set of core values that reflects how its members feel, act as well as what is proper or improper to do and to believe [9]. Those core values are practiced and understood whether it is abstract, not usually codified or put into written form. Studying culture then will not be thorough unless people will consider these values and how they relate to behaviours in the market-place as well as the work-place.
通常，社会发展了自己的核心文化，包括个人最原始的信仰和价值观，这些都反映在他们的个人生活方式中。一些国家的核心文化非常相同，而另一些国家则大不相同。实际上，世界上所有国家都对生活方式有各种各样的一般定义。铜仁、赫奇特和科瓦奇（1995）恰当地指出，每种文化都有自己独特的核心价值观，这些价值观反映了其成员的感受、行为以及做什么和相信什么是正确的或不正确的[9]。这些核心价值观是被实践和理解的，无论它是抽象的，而不是通常被编纂或写入书面形式。除非人们考虑到这些价值观以及它们与市场和工作场所的行为之间的关系，否则研究文化是不彻底的。
Components of Culture 文化的组成部分
Aside from discussing general definitions of culture and its role in marketing practices of global companies, it is also important to examine the tremendous components of culture that can be defined as the numerous ways where culture is manifested in thoughts, words and actions of the society. The components of culture may be outlined as: (a) communication, that can be classified as verbal and non-verbal; (b) religion; (c) aesthetics; (d) education; (e) social organizations; (f) technology; (g) values and norms; and finally, (h) time.
除了讨论文化的一般定义及其在全球公司营销实践中的作用外，研究文化的巨大组成部分也很重要，这些组成部分可以定义为文化在社会的思想、言语和行动中表现的多种方式。文化的组成部分可以概括为：（a）沟通，可分为言语和非言语；（b） 宗教；（c） 美学；（d） 教育；（e） 社会组织；（f） 技术；（g） 价值观和规范；最后，（h）时间。
Role and Influence of Cultural Factors in Marketing Management Practices
文化因素在营销管理实践中的作用与影响
Today, business activities are a primary source of cultural globalization. As global companies find new potential markets, they somehow send out cultural messages of how people should talk, dress, think and feel, etc. Many international experts and business practitioners have argued the perception that we are living in a so-called “borderless world”, which has no limits while the needs of the customers are converging day by day. According to that, to meet the needs of the consumers, global companies must try to produce the standardized products and services that will be able to serve all global needs. Indeed, they increasingly influence and change cultural habits and beliefs of different countries in different cultures. Global companies, however, are realizing that there should be local adaptation due to cultural differences around the world.
今天，商业活动是文化全球化的主要来源。随着全球公司发现新的潜在市场，它们以某种方式发出了人们应该如何说话、穿着、思考和感受等文化信息。许多国际专家和商业从业者认为，我们生活在一个所谓的“无国界世界”，在客户的需求日益趋同的同时，这是没有限制的。根据这一点，为了满足消费者的需求，全球公司必须努力生产能够满足所有全球需求的标准化产品和服务。事实上，它们越来越多地影响和改变不同国家在不同文化中的文化习惯和信仰。然而，全球公司意识到，由于世界各地的文化差异，应该在当地进行调整。
Some studies of the role and influence of cultural factors in marketing management practices of global companies teach us that ‘the many ways where our theories and paradigms are a mirror of the culture in which they were developed’ [10]. For example, famous theories and approaches that include cognitive dissonance, preference, attribution theory, modeling and individual choice modeling might not apply to collective culture without making some modifications.
一些关于文化因素在全球公司营销管理实践中的作用和影响的研究告诉我们，“我们的理论和范式在许多方面都反映了它们的发展文化”[10]。例如，包括认知失调、偏好、归因理论、建模和个人选择建模在内的著名理论和方法，如果不进行一些修改，可能不适用于集体文化。
Cultural differences play a major influence in identifying the role that the proper manner of transacting business between global companies with the variety of cultural backgrounds. Ideally speaking, global companies which are involved in businesses that are cross-cultural should as a matter of fact have a fundamental knowledge of cultural differences and must act in a way that can be acceptable to the other culture. Prior to the effort of marketing goods or services to a foreign nation, global companies should have a complete understanding of other cultures and their intrinsical differences due to the fact that the nature of marketing is meeting the needs and wants of their customers, plus, the fact that such needs and wants are culturally based. This must be noted as one of the most importance that the understanding, respect and acceptance of another culture and the capability to set aside companies’ own cultural customs and traditions appreciably distinguishes the marketing of a successful global firm from others.
文化差异在识别具有不同文化背景的跨国公司之间正确的商业交易方式的作用方面发挥着重要作用。理想情况下，参与跨文化业务的全球公司实际上应该对文化差异有基本的了解，并且必须以其他文化可以接受的方式行事。在向外国营销商品或服务之前，全球公司应该完全了解其他文化及其内在差异，因为营销的本质是满足客户的需求和愿望，再加上这些需求和愿望是基于文化的。必须指出，这是最重要的一点，即对另一种文化的理解、尊重和接受，以及抛开公司自身文化习俗和传统的能力，将成功的全球公司的营销与其他公司明显区分开来。
Examining the role and influence of culture in marketing management practices is considerably significant as it helps global companies to explain the reason behind the difference of perception of one group from others that ‘in international business dealings, ignorance of cultural differences is not just unfortunate, it is bad business’ [11]. Numerous companies have failed to acknowledge this. Culture has always offered problems and challenges for many global companies. It is ‘generally the lack of understanding and knowledge sharing in association to culture which has brought culture under the spotlight’ in the issue of marketing management practices [12].
研究文化在营销管理实践中的作用和影响意义重大，因为它有助于全球公司解释一个群体与其他群体感知差异背后的原因，即“在国际商业交易中，忽视文化差异不仅是不幸的，也是糟糕的商业”[11]。许多公司都没有承认这一点。文化总是给许多跨国公司带来问题和挑战。在营销管理实践问题上，“通常是缺乏与文化相关的理解和知识共享，这使文化成为人们关注的焦点”[12]。
In addition, the key function of culture is to “set up forms of conduct, standards of performance and methods of dealing with interpersonal and environmental associations that will reduce uncertainty and increase predictability, thereby, promote survival and growth amongst the members of any society” [13]. In this context and the process of social evolution, it is found out that people find particular behaviours and values to be adaptive and useful while others are found to be non-adaptive or even dangerous. Useful practices are shared and rewarded whilst harmful practices are extremely discouraged and discarded. Over the time, useful behaviours, values and artifacts have become institutionalized and integrated as part of the cultural traditions.
此外，文化的关键功能是“建立行为形式、表现标准和处理人际关系和环境关系的方法，以减少不确定性，提高可预测性，从而促进任何社会成员的生存和成长”[13]。在这种背景下和社会进化过程中，人们发现特定的行为和价值观是适应性的和有用的，而其他行为和价值则是不适应性的，甚至是危险的。有益的做法被分享和奖励，而有害的做法则被极度劝阻和抛弃。随着时间的推移，有用的行为、价值观和文物已经制度化，成为文化传统的一部分。
We often hear more definite obstacles of global companies when marketing across borders: tariffs, taxes and regulations. Some of these hindrances are hidden however; they are cultural barriers. Each of us is subjected to more edges of cultural factors such as languages, manners and mores. Often we hear, read and even experience those in our very lives. The perception of cultural differences is purely a common sense and difficult to figure out. So what marketing management practices that global companies sometimes neglects to notice are the subtle cultural signals. Cultures speak themselves in codes which requires global firms to decode them. As the computer language, these codes are somehow encrypted that it can be very difficult to make sense of. Hence, in cross-border marketing management, global companies should learn to seek and decipher cultural differences in terms of attitudes, the methods of transacting businesses and even expectations. Cultural differences, in this context, are defined by the way people think and not by the way they look.
我们经常听到跨国公司在跨境营销时遇到更明确的障碍：关税、税收和法规。然而，其中一些障碍是隐藏的；它们是文化障碍。我们每个人都受到语言、举止和习俗等文化因素的影响。在我们的生活中，我们经常听到、阅读甚至经历这些。对文化差异的感知纯粹是一种常识，很难理解。因此，跨国公司有时忽视的营销管理实践是微妙的文化信号。文化用密码说话，这需要全球公司解码。作为计算机语言，这些代码是以某种方式加密的，很难理解。因此，在跨境营销管理中，全球公司应该学会在态度、交易方式甚至期望方面寻找和解读文化差异。在这种情况下，文化差异是由人们的思维方式来定义的，而不是由他们的外表来定义的。
Understanding this impression is crucial to the success of global companies in marketing management practices. It importantly affects and influences everything that they can do from activities such as product selection, to the structure of the offer, to the choice of the firm’s works, to the implementation and execution of the design and most importantly, to its effects on the company’s customer services. For an international marketing management to be successful, global companies should attempt to understand the cultural custom of the country which is the central edge of the marketing effort. In lined to this, if products or services of a global company does not sufficiently meet to the particular cultural values of a society, then that company must be ready to modify or revise the said products or services.
理解这种印象对于全球公司在营销管理实践中取得成功至关重要。它重要地影响和影响他们所能做的一切，从产品选择到报价结构，到公司作品的选择，到设计的实施和执行，最重要的是，它对公司客户服务的影响。为了使国际营销管理取得成功，跨国公司应该努力了解该国的文化习俗，这是营销工作的核心。除此之外，如果一家全球公司的产品或服务不能充分满足一个社会的特定文化价值观，那么该公司必须准备好修改或修订所述产品或服务。
For example, compared to the U.S. in general, Japan has its population live in a much smaller housing unit. Therefore, their needs in housing are for smaller and more compact refrigerators. Additionally, Japanese also drive on the left-hand side of the road like British. So it was reported that one of the most problems that one Detroit-based automobile manufacturer had in its effort to penetrate the Japanese market was to continuously send cars with steering wheels located on the left side for driving on the right-hand side of the road which is correct for Americans, nevertheless, definitely wrong for the Japanese. The question is that who would willing to buy a car with steering wheels on the left side for driving on the right-hand side of the road when your country is practicing driving on the left hand side of the road? As consequence, global companies that have identified consumer needs such as these induced by culture have prospered; whereas, the companies which endeavoured to sell standard and similar American products as refrigerators, cars or others into the Japanese market have failed. Wherefore, there is a great demand for global businesses to address a prospective market from the cultural point of view.
例如，与美国相比，日本的人口居住在一个小得多的住房单元中。因此，他们的住房需求是更小、更紧凑的冰箱。此外，日本人也像英国人一样在道路的左侧行驶。因此，据报道，一家总部位于底特律的汽车制造商在努力打入日本市场时遇到的最大问题之一是，不断发送方向盘位于左侧的汽车，以便在道路右侧行驶，这对美国人来说是正确的，这对日本人来说绝对是错误的。问题是，当你的国家在道路的左侧练习驾驶时，谁愿意买一辆方向盘在左侧的汽车在道路的右侧驾驶？因此，已经确定了消费者需求（如文化引发的消费者需求）的全球公司蓬勃发展；然而，那些试图向日本市场销售冰箱、汽车或其他标准和类似美国产品的公司却失败了。因此，从文化的角度来看，全球企业对未来市场的需求很大。
CONCLUSION 结论
In conclusion, the influence of culture factors in the concept of marketing management practices of global companies is a very large concept. Culture is recognized to be very important in international marketing; however, not much theory underpins culture as an important tool for the success of international marketing.
总之，文化因素在全球企业营销管理实践概念中的影响是一个很大的概念。文化在国际营销中被认为是非常重要的；然而，没有多少理论支持文化作为国际营销成功的重要工具。
Culture is known to have a sophisticated and tremendous impact on markets. The challenge for global companies is to recognize, respond and change accordingly to the differences in values and stress given in each of the cultural differences. For a continuous and enduring relationship, a win-win situation is envious. The key to success is to create a setting where both sides cooperate, unthreatened and are dedicated to finding a mutually advantageous solution. Understanding how to deal efficiently with conflict and power, to apprehend the marketing practices as an exchange process.
众所周知，文化对市场有着复杂而巨大的影响。全球公司面临的挑战是认识到、应对并相应地改变每一种文化差异所带来的价值观和压力的差异。对于一段持续和持久的关系来说，双赢是令人羡慕的。成功的关键是创造一个双方合作、不受威胁、致力于找到互利解决方案的环境。理解如何有效地处理冲突和权力，将营销实践理解为一个交换过程。
For success for global companies conducting cross-cultural business in terms of international marketing are as follows:
全球公司在国际营销方面开展跨文化业务的成功原因如下：
Firstly, global companies should be aware of other groups or countries that are different and unique in their own nature: in perceptions, motivation, beliefs and outlook, etc. Then international firms must recognize, understands and respect other groups’ cultural differences.
首先，全球公司应该意识到其他群体或国家在其自身性质上是不同和独特的：在观念、动机、信仰和前景等方面。然后，国际公司必须承认、理解和尊重其他群体的文化差异。
Secondly, global companies should be culturally neutral as it will imply that the company accepts and respects other’s norms as part of their cultures.
其次，全球公司应保持文化中立，因为这意味着公司接受并尊重他人的规范，将其作为其文化的一部分。
Ultimately, global companies should be sensitive to other’s cultural norms, dos and taboos, then strive to understand what they are and how one’s behaviour may affect them.
最终，全球公司应该对他人的文化规范、行为和禁忌保持敏感，然后努力了解它们是什么，以及一个人的行为会如何影响它们。
It must be remembered that each of these have continued to contribute for the expansion and the growth of global companies.
必须记住，每一个都继续为全球公司的扩张和增长做出贡献。
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