Chapter 03 History and Geography: The Foundations of Culture

International Marketing 15th edition

Chapter 3 History and Geography: The Foundations of Culture

Philip R Cateora! Mary C Gilly! and "ohn # Graha$

Introduction •

To understand a so%iety&s a%tions and its points of 'ie(! you need to appre%iate:  –

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The influen%e of histori%al e'ents The geographi%al uni)ueness to (hi%h a %ulture has had to adapt

Culture %an *e defined as so%iety+s a%%epted *asis for responding to e,ternal and internal e'ents To interpret a %ulture&s *eha'ior and attitudes! a $arketer $ust ha'e so$e idea of a %ountry&s history and geography  Roy Philip

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Introduction •

To understand a so%iety&s a%tions and its points of 'ie(! you need to appre%iate:  –

 –

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The influen%e of histori%al e'ents The geographi%al uni)ueness to (hi%h a %ulture has had to adapt

Culture %an *e defined as so%iety+s a%%epted *asis for responding to e,ternal and internal e'ents To interpret a %ulture&s *eha'ior and attitudes! a $arketer $ust ha'e so$e idea of a %ountry&s history and geography  Roy Philip

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Overview •

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Histori%al perspe%ti'e in glo*al *usiness Geography and glo*al $arkets  –

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Cli$ate and topography! geography! nature! and e%ono$i% gro(th! so%ial responsi*ility and en'iron$ental $anage$ent! and resour%es

-yna$i%s of glo*al population trends  –

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Controlling population gro(th! rural.ur*an $igration! population de%line and aging! and  (orker shortage and i$$igration

 /orld trade routes routes Co$$uni%ation links Roy Philip

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Global Perspective  3 Birth of a Nation – Panama in 67 Hours •

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History and geography %an affe%t pu*li% and politi%al attitudes of a nation in the present and far into the future The Pana$a Canal is *ut one e,a$ple of the $any 0 intrusions during the early 2 th %entury that ha'e tainted 0 4 #atin $eri%an relationships   Chinese4%o$pany has operational %ontrol of  *oth the Pa%ifi% and tlanti% ports $aking the %ontrol of the Canal a sensiti'e issue Roy Philip

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Panama Canal

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www.pancanal.com

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Histor Perspective in Global Business •

History helps define a nation&s $ission  –

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Ho( it per%ei'es its neigh*ors Ho( it per%ei'es itself  Its pla%e in the (orld

Insights into history are i$portant for understanding %urrent attitudes It is ne%essary to study %ulture as it is no( as  (ell as to understand %ulture as it (as  –

  %ountry&s history 

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Histor and Contemporar Behavior •

"apanese history   –

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e'en %enturies under the shogun feudal syste$ The isolation *efore the %o$ing of d$iral Perry in 1653 Threat of do$ination *y %olonial po(ers Rise of ne( so%ial %lasses  /estern influen%es Hu$iliation of /orld /ar II In'ol'e$ent in the international %o$$unity 

Histori%ally! loyalty and ser'i%e! a sense of responsi*ility! and respe%t for dis%ipline! training! and artistry (ere stressed to $aintain sta*ility and order   histori%al perspe%ti'e gi'es the foreigner a *asis on (hi%h to  *egin de'eloping %ultural sensiti'ity and a *etter understanding of %onte$porary "apanese *eha'ior Roy Philip

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Histor is !ub"ective •

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Histori%al e'ents al(ays are 'ie(ed fro$ one&s o(n *iases and RC   %ru%ial ele$ent in understanding any nation&s  *usiness and politi%al %ulture is the su*7e%ti'e per%eption of its history   –

Relationship *et(een 0 and Me,i%o Monroe -o%trine •

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#erritorial $%pansion of &nited !tates from '7()

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 Exhibit 3.1

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*anifest +estin and the *onroe +octrine •

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8oth a%%epted as the *asis for 0 foreign poli%y during $u%h of the 19th and 2th %enturies Manifest -estiny 7ustified 0 e,pansion  –

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 nne,ation of Te,as! regon! ;e( Me,i%o! and California 0 in'ol'e$ent in Cu*a! laska! Ha(aii! and the Philippines

Three *asi% di%ta of the Monroe -o%trine  –

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;o further