消費者營銷道德觀念的跨文化研究【外文翻譯】

1、標題：Acrossculturalstudyofconsumerperceptionsaboutmarketingethics原文：InternationalgrowthGrowingnumbersofmarketingfirmsareexpectingmeoftheirprofitstobederivedfrominternationalsales(TopolSherman1994).Toalargeextentsuchinterna

2、tionalgrowthisfedainedintodayswldgiventheeverincreasingglobalizationofeconomies.Butmovingintofeignmarketsdoesnotguaranteelargerprofitsitmayinfactguaranteemeheadachesfmarketingmanagersbecausedifferentculturesemployvariedm

3、ethodsofcommunication.ThepioneeringwkofHall(1959)includeda``mapofculturethatincludedtendifferent``messagesystemswaysofcommunicating.MarketerswkingabroadmustlearnthesesystemsindertobuildthetrustthataccdingtoMganHunt(1994)

4、becomesthefoundationofrelationshipcommitment.Gonearethedayswhenagoodproductwasallacompanyneededtoprosper.Globalcompetitionisferociousthusdevelopinglongtermpartnerrelationshipsoftenbecomesasignificantcompetitiveadvantage.

5、ButhowdoesamassivediversemultinationalcpationdeveloprelationshipcommitmenttrustwithbusinesspartnersMganHunt(1994p.34)proposethat``relationshipcommitmenttrustdevelopwhenfirmsattendtorelationshipsby...maintaininghighstards

6、ofcpatevaluesallyingoneselfwithexchangepartnershavingsimilarvalues.Ifthisistruecpateethicsareofpivotalimptanceinglobalbusinessthoughglobalizationalsocomplicatesethicalquestionsbecauseanindividualscultureaffectshisherethi

7、caldecisionmaking(e.g.FerrellGresham1985HuntVitell1986).ThisassertionisalsoconsistentwiththepioneeringtheyofmarketingethicsbyBartels(1967).Ashestated``Contrastingculturesofdifferentsocietiesproducedifferentexpectationsbe

8、comeexpressedinthedissimilarethicalstardsofthosesocieties(Bartels1967p.23).AccdinglyasalsoarguedbyMcDonald(1994)failurestoaccountftheeffectsofdifferencesinconsumersculturallybasedethicalvalueswillhinderamarketersefftstoe

9、xpinternationally.EthicalissueAccdingtoethicstheiesethicaldecisionmakingisalsosituationspecific.FexampleFerrellGresham(1985)specify``ethicalissuedilemmaasacomponentprecedingtheethicaldecisionprocess.Intheirgeneraltheyofm

10、arketingethicsHuntVitell(1986)specify``perceivedethicalproblemasthecatalystofthewholeethicaldecisionprocess.Jones(1991pp.3712)alsobelievedthesituationwascritical:``ethicaldecisionmakingisissuecontingent.Heprovidedanimpta

11、ntconstructfexaminingethicsrelatedacteristicsofsituationalfactsindecisionmakingwhichhetermedmalintensity.AccdingtoJonesmalintensitywhichhedefinesas``theextentofissuerelatedmalimperativeinasituationisanimptantdeterminanto

12、fhowanindividualrecognizesmalissuesmakesmaljudgmentestablishesmalintentengagesinmalbehavi.OneobjectiveofthisstudyistocompareconsumersfromMalaysiatheUSAintermsoftheirperceptionsregardingtheintensityofdifferentmarketingeth

13、icssituations.Accdingtomostmarketingethicstheiesanindividualwillapplyethicalguidelinesbasedondifferentmalphilosophiesideologieswhenmakingdecisionsinvolvingethicalproblems(e.g.FerrellGresham1985HuntVitell1986).Inculturear

14、econcernedmainlywiththeirowninterestsfamilyswelfare.Collectivistcultures(e.g.Malaysia)viewindividualsaspartofalargergroupsuchasanextendedfamilytribe.Thegroupprotectsitsmembersintereststheyinreturnareexpectedtoshowloyalty

15、toconcernfthegroupasawhole.Membersofindividualisticcultures(e.g.theUSA)frequentlyquestiontheethicalnmsstardsestablishedbytheirsocieties.Bycontrastmembersofcollectivistculturesareinclinedtoacceptthem(Vitelletal.1993).Ethi

16、calcontentCulturallybaseddifferencesinfluencehowconsumersperceivebusinesspracticesincludingthosepracticesthathaveethicalcontent.Sucheffectsshouldbecomeincreasinglyrelevantasmarketersexptheirefftsfromoneculturetothenext.M

17、arketersmustunderstthenecessitytofamiliarizethemselveswiththeculturallybasedethicalnmsthataredominantinthecountriestheyhavetargetedfentry.Considerthefollowingillustration.Actssuchascompactdiskpiracybrcounterfeitingareill

18、egallikelytobeconsidereduhicalbyconsumersinmostWesterncountries.ThesesameactivitieshoweverarequitecommonbusinesspracticesinmanyEastAsiannations.FexampleChinahasrecentlybeenaccusedofintellectualpropertytheftofproductssuch

19、asmoviesmusiccomputersoftwareiginatingintheUSA.OtherAsianmarketsaresimilarlyfloodedwithTaiwaneseKean``knockoffssuchasRolexwatchesSwissarmyknives.Questionablepracticessuchasthesemightdiscouragemarketersfromexpingintocerta

20、inculturesatleastaffecttheirmodeofentry(McDonald1994).StardsdeclinedTherehaverecentlybeenanumberofbusinessethicsstudiesofbusinessstudentsmanagersinMalaysia.FexampleaccdingtothestudybyZabidAlsagoff(1993)Malaysianmanagersf

21、eelthatsomeuhicalbusinesspracticesexistbecausetheyseemtobegenerallyacceptedinthebusinesswld.WhiletheperceivedvaluesoftheMalaysianmanagersrespondingappearedhighrespondentsfeltthatstardshaddeclinedoverthepast15years.Alam(1

22、995)foundthatamajityofMalaysianbusinessstudentsalsofeltthatethicshaddeclinedinrecentyears.TheresultsfromhisstudyindicatethatMalaysianbusinessstudentsbelievethatmeemphasisshouldbeplacedonethicsthedevelopmentofamecaringenv

23、ironmentinbusinessschools.Tsuruoka(1993)citesaphilosophyinMalaysiathatembracestheideathatallbusinessshouldhavea``socioeconomicnotjustan``economicfunction.ThissupptstheresearchfindingsofAlam(1995)indicatingthebeliefthatMa

24、laysianeedsanientationtowardvaluesratherthanprofits.Thesestudiesarerelatedtouhicalactivitiesasperceivedbyeitherfuturemanagersthosedirectlyinvolvedintheeverydaybusinesspractices.Thepresentresearchincontrastcomparestheethi

25、calbeliefsheldbyconsumerstowardbusinessesinafeignmarketwiththoseheldbyUSconsumers.Theimplicationsshouldhelpinternationalmarketersbetterundersthowtotargetfeignconsumers.Therisksofnewmarketentrycanthenbelessenedtosomeexten

26、t.ResearchhypothesesAcultureexistsanywherewhereagroupofpeopleshareadistinctivesetofbeliefsnmscustoms.AspointedoutbyBartels(1967)inhispioneerwkfundamentalculturalfactssuchasreligionnationalidentityloyaltiesvaluescustomsar

27、eknowntobeimptantinfluencesonethicaldecisions.Theprimaryunderlyingdimensionofacultureisthevaluesofitsmembers.Valuesaredescribedasthebasicconvictionsthatagroupofpeopleshareregardingwhatisrightwrong(Hofstedeetal.1990).Indi

28、vidualslearntheculturalvaluesfromthesocietyinwhichtheyarereared.Invariablytheyhelptomoldthepersonsbehavialpatterns.DifferentviewsAccdinglywewouldexpectthatconsumersfromdifferentcultureswilltendtoholddifferentviewsofethic