1. History and Geography:
The Foundation of Culture
.Chapter 03
Modular:
Afjal Hossain
Assistant Professor, Department of Marketing
PSTU
McGraw-Hill/Irwin International Marketing, 13/e

2. Global Perspective Birth of a Nation – Panama in 67 Hours
To fully understand a society’s actions and its points of view, you must have an appreciation for the influence of historical events and the geographical uniqueness to which a culture has had to adapt.
To interpret a culture’s behavior and attitudes, a marketer must have some idea of a country’s history and geography.
Culture is defined as a society’s accepted basis for responding to external and internal events.

3. History and Contemporary Behavior
Japanese History:
Seven centuries under the shogun feudal system
The isolation before the coming of Admiral Perry in 1853
Threat of domination by colonial powers
Rise of new social classes
Western influences
Humiliation of World War II
Involvement in the international community
Historically, loyalty and service, a sense of responsibility, and respect for discipline, training, and artistry were stressed to maintain stability and order.
A historical perspective gives the foreigner in Japan a basis on which to begin developing cultural sensitivity and a better understanding of contemporary Japanese behavior.

4. History is Subjective
Historical events always are viewed from one’s own biases and SRC.
A crucial element in understanding any nation’s business and political culture is the subjective perception of its history.
Relationship between U.S. and Mexico
Monroe Doctrine

5. Territorial Expansion of United States from 1783
Insert Exhibit 3.1

6. Manifest Destiny and the Monroe Doctrine
Both accepted as the basis for U.S. foreign policy during much of the 19th and 20th centuries.
The idea of Manifest Destiny was used to justify U.S. annexation of Texas, Oregon, New Mexico, and California and later, U.S. involvement in Cuba, Alaska, Hawaii, and the Philippines.
Three basic dicta of the Monroe Doctrine:
No further European colonization in the New World
Abstention of the U.S. from European political affairs
Nonintervention of European governments in the governments of the Western Hemisphere
Change in the Monroe Doctrine:
1881, Roosevelt Corollary

7. U.S. Intervention in Latin America Since 1945
Insert Exhibit 3.2

8. Geography and Global Markets
Understanding of how a society’s culture and economy are affected as a nation struggles to supply its people’s needs within the limits imposed by its physical makeup.
Climate and Topography
Altitude, humidity, and temperature extremes
South America
British resistance of the English Channel
Trade through the Alps

9. Geography, Nature and Economic Growth
As countries prosper, natural barriers are overcome.
Environmental issues:
Disruption of ecosystems
Relocation of people
Inadequate hazardous waste management
Industrial pollution

10. Social Responsibility and Environmental Management
Environmental protection is not an optional extra
Pollution is on the verge of getting completely out of control
China has 16 of the world’s 20 most polluted cities
Critical issue: the disposal of hazardous waste
Sustainable development

11. Resources
The availability of minerals and the ability to generate energy are the foundations of modern technology.
The principal supplements to human energy are:
Animals
Wood
Fossil fuel
Nuclear power
Ocean tides
Geothermal power
The sun

12. Resources (continued)
United States in Perspective
1942 – nearly self-sufficient
1950 – major importer
– increased dependency from 36% to 66%
Mid-2000’s – predicted to be importing more than 70% of needs
The location, quality, and availability of resources will affect the pattern of world economic development and trade well into the 21st century.

13. World Energy Consumption
Insert Exhibit 3.3

14. Dynamics of Population Trends
Controlling population growth
The most important deterrent to population control is cultural attitudes about the importance of large families.
Rural/urban migration
Result of a desire for greater access to sources of education, health care, and improved job opportunities.
Population decline and aging
Population growth in many countries has dropped below the rate necessary to maintain present levels.
A nation needs a fertility rate of about 2.1 children per woman.
Not one major country has sufficient internal population growth to maintain itself.

15. World Population by Region, 2005-2050, and Life Expectancy at Birth, 2005-2010 (millions)
Insert Exhibit 3.4

16. Rural and Urban Population, 2005-2030 (millions)
Insert Exhibit 3.5

17. Dynamics of Population Trends (continued)
Worker Shortage and Immigration
The free flow of immigration will help to ameliorate the dual problems of explosive population expansion in less-developed countries and worker shortage in industrialized regions.
Europe will need 1.4 billion immigrants over the next 50 years.
Japan and the U.S. will need 600 million immigrants between now and 2050.

18. World Trade Routes Progression of trade routes:
Overland
Sea routes
Air routes
The Internet
Trade routes among Europe, Asia and the Americas were well established by the 1500’s.
Trade routes represent the attempts of countries to overcome economic and social imbalances created in part by the influence of geography.

19. 500 Years of Trade
Insert Exhibit 3.7

20. Communication Links Telegraph Telephone Television Satellites Computer
Internet

21. Any Query?

22. Thanks
…for staying with me…