Ch4 Global cultural environment and buying behavior
Buying behavior and consumer needs are largely driven by cultural norms. Managers running a company in a foreign need to interact with people from different cultural environment.
In order to grasp the intricaties of foreign markets, it is imperative to get a deeper understanding of cultural differences. From a global marketing perspective, the cultural environment matters for two main reaosn. First and foremost, cultural forces ar a major factor in shaping a company's global marketing mix program. Second, cultural analysis often pinpoints market opportunites.
Evoloving trends, as mapped out by changes in cultural indicators, also lead to market opportunities that can be leveraged by savvy marketers. Consider for a moment the opportunitites created by the "little emperors and empressess" in China, who altogether provide a market of around 300 milliion children. 三億 how amazing!
Children in China impact consumption patterns in three ways
1.they have spending power
2.they have have "pester power" 就是戈戈纏要父母買東西啦
3.they act as change agents.
Defining Culture
1.Culture is learned by people
2.Culture consists of many different parts that are all interrelated withe one another.
...In a sense, culture is a very complex jigsaw puzzle in which all the pieces hang together.
3.Cultural is shared by individuals as members of society.
Elements of culture
Culture consists of many components that interrelate with one another. Knowledge of a culture requires a deep understanding of its different parts. In the section, we describe those elements that are most likely to matter to international marketers: material life, language, social interactions, aesthetics, religion, education, and values.
Let us first consider the communication aspect. As a communication medium, language has two parts: the spoken and the so-called silent language. Silent language refers to the complex of nonverbal communication mechanisms that people use to get a message across. (乾脆叫肢體語言 body language 比較直接)
Failure to follow this rule will sooner or later lead to hilarious or embarrassing situations.
Language is often described as the mirror of a culture....Switzerland with a population of 7.3 millio5n people has four official languages: German (spoken by 63.7 percent of the population), French (19.2), Italian (10%), and Romansch (1%)
P99 the concept of BACK TRANSLATION interested me.
Aesthetics =>p103 Exhibit 4-4 The meaning of Color
Cross cultural comparisons
The Dutch scholar Geert Hofstede has developed another highly useful cultural classification scheme.
The first dimension is labeled power distance. It refers to the degree of inequality among people which is viewed as being acceptable. Societies that are high in power distance tolerate relatively high social inequalities. Low power distance countries tend to be more egalitarian. 平等主義
The second dimension is labeled uncertainty avoidance.
The third dimension is called individualism.
3/05/2008
Ch3 Financial Environment
History role of the U.S. dollar
Development of today's international monetary system
Exhibit 3-4
Foreign exchange rates
Global perspective 3-2
What happened to Japan Inc. after the Asian financial crisis?
Corporate response to the recession
Pull out
emphasize a product's value
Change the product mix
Repackage the goods
Maintain stricter inventory
Look outside the region for expansion opportunities
Increase advertising in the region
Increase local procurement
Marketing in Euro-Land
Summary
The international financial environment is constantly changing as a result of income growth, balance of payments position, inflation, exchange rate fluctuations, and unpredictable political events in various countries....Thanks to the huge domestic economy and the international transaction currency role of the U.S. dollar, many U.S. companies have been shielded from the changes in the international financial market during much of the postwar era.
美元雖不再強勢仍有一定重要性
歐元的崛起是人類意志與智慧的展現,今後在世界金融以及貿易上更受大家信任
日圓慘慘慘,排外的民族又人口老化不接受移民. 地位被人民幣取代指日可待
當初日股三萬點 而今在一萬三附近浮沈
港股都已經兩萬六了耶 （最近有跌下來）
不要在猶豫,逢高就出日本基金了啦 賠30% 怪自己識人不明
Development of today's international monetary system
Exhibit 3-4
Foreign exchange rates
Global perspective 3-2
What happened to Japan Inc. after the Asian financial crisis?
Corporate response to the recession
Pull out
emphasize a product's value
Change the product mix
Repackage the goods
Maintain stricter inventory
Look outside the region for expansion opportunities
Increase advertising in the region
Increase local procurement
Marketing in Euro-Land
Summary
The international financial environment is constantly changing as a result of income growth, balance of payments position, inflation, exchange rate fluctuations, and unpredictable political events in various countries....Thanks to the huge domestic economy and the international transaction currency role of the U.S. dollar, many U.S. companies have been shielded from the changes in the international financial market during much of the postwar era.
美元雖不再強勢仍有一定重要性
歐元的崛起是人類意志與智慧的展現,今後在世界金融以及貿易上更受大家信任
日圓慘慘慘,排外的民族又人口老化不接受移民. 地位被人民幣取代指日可待
當初日股三萬點 而今在一萬三附近浮沈
港股都已經兩萬六了耶 （最近有跌下來）
不要在猶豫,逢高就出日本基金了啦 賠30% 怪自己識人不明
Global economic environment
Intertwined world economy
Exhibit 2-1
Top 10 pruchasers of U.S. Exports and suppliers of U.S. imports in goods, 2000
Evolution of cooperativ global trade agreements
ITO International trade organization
GATT General Agreements on Tafiffs and Trade
Exhibit 2-1
Top 10 pruchasers of U.S. Exports and suppliers of U.S. imports in goods, 2000
Evolution of cooperativ global trade agreements
ITO International trade organization
GATT General Agreements on Tafiffs and Trade
Part one: Globalization
1. Globalization imperative
Evolution of global marketing 12
Trade regions (North America, Western Europe, and Japan) collectively producing over 80 percent of world gross domestic product (GDP) with 20 percent of the world's population in much of the 20 century.
However, in the next 10 to 20 years, the greatest commercial opportunities are expected to be found increasingly in the 10 Big Emerging Markets (BEMs) -the Chinese Economic Area (CEA:兩岸三地）
India, South Korea, Mexico, Brazil, Argentina, South Africa, Poland, Turkey, and the Association of Southeast Asian Nations (ASEAN) 高盛比較有marketing 導向 BRIC 金磚四國 簡單易懂.
multinational =>international=> global
Why global marketing is imperative
Saturation of Domestic Markets
Global competition
Need for global cooperation
Internet revolution
Exhibit 1-1 Change in the world's 100 largest companies and their nationalities
U.S. 36, Japan 20, Germany 13, France 9, Switzerland 4, Netherlands 5, Britain 7, China 2, South Korea 2 (year 2002) Japan's place will definitely replaced by China. (J)
Globalization of markets: Convergence and Divergence
Once per capita income reaches $20,000 or so, people have considerable purchasing power. From a marketing point of view, those people have begun to share a similar "choice set" of goods and services originating from many parts of the world.
The convergence of consumer needs in many parts of the world translates into tremendous business opportunities for companies willing to risk venturing abroad.
Exhibit 1-2
Evolution of global marketing
p47 Information technology and the changing nature of competition
...An analogous situation faces a content maker for information-related products such as software, music, movies, newspapers, magazines, and education in the late 20 century headed into the 21 century.
Evolution of global marketing 12
Trade regions (North America, Western Europe, and Japan) collectively producing over 80 percent of world gross domestic product (GDP) with 20 percent of the world's population in much of the 20 century.
However, in the next 10 to 20 years, the greatest commercial opportunities are expected to be found increasingly in the 10 Big Emerging Markets (BEMs) -the Chinese Economic Area (CEA:兩岸三地）
India, South Korea, Mexico, Brazil, Argentina, South Africa, Poland, Turkey, and the Association of Southeast Asian Nations (ASEAN) 高盛比較有marketing 導向 BRIC 金磚四國 簡單易懂.
multinational =>international=> global
Why global marketing is imperative
Saturation of Domestic Markets
Global competition
Need for global cooperation
Internet revolution
Exhibit 1-1 Change in the world's 100 largest companies and their nationalities
U.S. 36, Japan 20, Germany 13, France 9, Switzerland 4, Netherlands 5, Britain 7, China 2, South Korea 2 (year 2002) Japan's place will definitely replaced by China. (J)
Globalization of markets: Convergence and Divergence
Once per capita income reaches $20,000 or so, people have considerable purchasing power. From a marketing point of view, those people have begun to share a similar "choice set" of goods and services originating from many parts of the world.
The convergence of consumer needs in many parts of the world translates into tremendous business opportunities for companies willing to risk venturing abroad.
Exhibit 1-2
Evolution of global marketing
p47 Information technology and the changing nature of competition
...An analogous situation faces a content maker for information-related products such as software, music, movies, newspapers, magazines, and education in the late 20 century headed into the 21 century.
Preface
Marketing in the global arena is a very dynamic discipline.
Our ultimate objective is to help you prepare for the new 21 century and become an effective manager overseeing global marketing activities in an increasingly competitive environment.
To complement our global orientation, we will offer an interdisciplinary perspective in all relevant chapters. We strongly believe that you cannot become a seasoned marketing executive without understanding how other functional areas interface with marketing.
Our ultimate objective is to help you prepare for the new 21 century and become an effective manager overseeing global marketing activities in an increasingly competitive environment.
To complement our global orientation, we will offer an interdisciplinary perspective in all relevant chapters. We strongly believe that you cannot become a seasoned marketing executive without understanding how other functional areas interface with marketing.
3/10 Global Beer: What's on Tap?
Global Beer: What's on Tap?
Journal article by Richard Benson-Armer, Joshua Leibowitz, Deepak Ramachandran; The McKinsey Quarterly, No. 1, 1999
by Richard Benson-Armer , Joshua Leibowitz , Deepak Ramachandran
The brewers, if not the beer, won't all be alike; they are beginning to consolidate around segments of the business
Consolidation is sweeping consumer product industries around the world: the top four players in soft drinks, for example, share almost 80 percent of the market, and Coca-Cola alone commands nearly 50 percent [ILLUSTRATION FOR EXHIBIT 1 OMITTED]. It might be reasonable to think that the beer industry would tell a similar story. Reasonable, perhaps, but wrong.
In fact, beer is surprisingly local. Until the middle of this century, the short shelf life and difficulty of transporting beer meant that it could be sold only locally. Things have changed, but history has left its legacy. Research suggests that consumers may be getting somewhat more adventurous, but even where imports are readily available, most consumers in most countries continue to buy local brands produced by local brewers and sold through local stores, pubs, and restaurants at prices that...
Journal article by Richard Benson-Armer, Joshua Leibowitz, Deepak Ramachandran; The McKinsey Quarterly, No. 1, 1999
by Richard Benson-Armer , Joshua Leibowitz , Deepak Ramachandran
The brewers, if not the beer, won't all be alike; they are beginning to consolidate around segments of the business
Consolidation is sweeping consumer product industries around the world: the top four players in soft drinks, for example, share almost 80 percent of the market, and Coca-Cola alone commands nearly 50 percent [ILLUSTRATION FOR EXHIBIT 1 OMITTED]. It might be reasonable to think that the beer industry would tell a similar story. Reasonable, perhaps, but wrong.
In fact, beer is surprisingly local. Until the middle of this century, the short shelf life and difficulty of transporting beer meant that it could be sold only locally. Things have changed, but history has left its legacy. Research suggests that consumers may be getting somewhat more adventurous, but even where imports are readily available, most consumers in most countries continue to buy local brands produced by local brewers and sold through local stores, pubs, and restaurants at prices that...
Kentucky Fried Chicken in China (A)
1.Is Tony Wang correct in assuming that China is an ideal market for KFC? Should KFC be pursuing the Chinese market at the present time?
2.Which of the three cities being investigated should he company choose if it decides to enter China?
Exhibit 6-7
Market potential estimates for McDonald's
2002 Financial Report
The 2002 Financial Report can be downloaded and opened as Adobe Acrobat PDF files. If you do not already have the Adobe Acrobat Reader, you'll need to download it.
2002 Financial Report (2086 Kb)
2.Which of the three cities being investigated should he company choose if it decides to enter China?
Exhibit 6-7
Market potential estimates for McDonald's
2002 Financial Report
The 2002 Financial Report can be downloaded and opened as Adobe Acrobat PDF files. If you do not already have the Adobe Acrobat Reader, you'll need to download it.
2002 Financial Report (2086 Kb)
Apr 3 Whitwam, The right way to go global
The Right Way to Go Global: An Interview with Whirlpool CEO David Whitwam
Publication Date: Mar 1, 1994
Availability: In Stock
Author(s): David Whitwam, Regina Fazio Maruca Type: Harvard Business Review Article
Product Number: 94210
Length: 12p
Description:
There's a difference between being an international company--selling globally, having global brands, or having operations in different countries--and being a global enterprise....
Publication Date: Mar 1, 1994
Availability: In Stock
Author(s): David Whitwam, Regina Fazio Maruca Type: Harvard Business Review Article
Product Number: 94210
Length: 12p
Description:
There's a difference between being an international company--selling globally, having global brands, or having operations in different countries--and being a global enterprise....
3/02/2008
巴菲特預言：好日子不再
巴菲特預言：好日子不再
今年保險業獲利減4百分點 波克夏難有爆炸性成長
【王秋燕╱綜合外電報導】股神巴菲特（Warren Buffett）上周五公布致股東信，預警保險業榮景已結束，今年產業獲利率將下滑4個百分點，他還特別強調投資人目前對資產規模龐大的波克夏海瑟威（Berkshire Hathaway）有過高期待，未來難有爆炸性成長表現。
榮景已過
巴菲特在股東信中所提到的重點，可由波克夏上季財報印證，受到保險費率下滑與投資收益減少拖累，該季稅後純益年減17.5%至29.5億美元（913億元台幣），A股每股純益年減18%至1904美元。
上季投資收益降16.5%
波克夏上季保險承保業務下滑，相關獲利大幅年減46%，不過保險投資獲利則成長12%；同季投資收益則下滑16.5%至5.9億美元（182億元台幣）。
巴菲特表示，去年波克夏保險承保業務連續第2年創下30億美元（925億元台幣）以上獲利的高水準表現，不過保險業好日子已經過完了，今年包括波克夏在內的保險公司獲利能力將下滑，將衰減4個百分點。
保險業是波克夏核心業務，將近一半的獲利來自保險部門，投資收益則貢獻另外一半獲利。去年波克夏投資以股票為主，其中以中國石油股票獲利了結成績最為出色，去年售股金額高達40億美元（1238億元台幣），估計持股時間5年，投資報酬率高達733%。
市場認為，巴菲特出售中國石油股票時機相當完美，幾乎在該檔股票此波段高峰期出清，對此巴菲特在信中回應說：「去年中中國石油股票價值已經遠超過2002年陸續建立持股時預期，與其他能源同業比較後，即決定出清持股。」
出售中石油時機完美
波克夏因出售中國石油而向美國聯邦政府繳交12億美元（371億元台幣）的稅，巴菲特對此開玩笑說：「足以應付美國聯邦政府國防、社會福利等各項政策支出。」
現年77歲的巴菲特在股東信中提及接班人的議題，他指出，目前已經有3位波克夏執行長人選、4位投資長人選，這些人才都是正值青壯年的富裕人士，他們願意到波克夏絕非因為報酬。
另外，巴菲特針對主權基金議題表達看法，他指出，中國、中東國家主權基金近期積極投資美國並非為了政治目的，美國貿易支出失衡是主權基金積極投資美國的關鍵。
巴菲特年度致股東信重點摘錄
主題/重點摘錄
波克夏去年表現
．投資：以股票為主，總股票資產約4.4兆元台幣，平均投資報酬率達18.4%，為S&P 500大指數報酬率1倍
．營運：去年淨值達3806億元台幣，每股帳面價值年增11%
波克夏營運前景：強調波克夏過去獲利表現，絕非未來保證，波克夏規模龐大，投資人不應該期待未來有爆炸性成長表現
保險業前景：儘管去年美國天災少，不過今年保險業獲利將下滑，獲利率恐年減4個百分點，未來數年也不樂觀
主權基金：美國貿易收支失衡，是主權基金揮軍美國關鍵因素，並非有特殊政治企圖
接班人口袋人選：有3位執行長人選，4位投資長人選，這些人選都是正值青壯年的富裕人士（人選姓名未公布）
資料來源：波克夏網站
今年保險業獲利減4百分點 波克夏難有爆炸性成長
【王秋燕╱綜合外電報導】股神巴菲特（Warren Buffett）上周五公布致股東信，預警保險業榮景已結束，今年產業獲利率將下滑4個百分點，他還特別強調投資人目前對資產規模龐大的波克夏海瑟威（Berkshire Hathaway）有過高期待，未來難有爆炸性成長表現。
榮景已過
巴菲特在股東信中所提到的重點，可由波克夏上季財報印證，受到保險費率下滑與投資收益減少拖累，該季稅後純益年減17.5%至29.5億美元（913億元台幣），A股每股純益年減18%至1904美元。
上季投資收益降16.5%
波克夏上季保險承保業務下滑，相關獲利大幅年減46%，不過保險投資獲利則成長12%；同季投資收益則下滑16.5%至5.9億美元（182億元台幣）。
巴菲特表示，去年波克夏保險承保業務連續第2年創下30億美元（925億元台幣）以上獲利的高水準表現，不過保險業好日子已經過完了，今年包括波克夏在內的保險公司獲利能力將下滑，將衰減4個百分點。
保險業是波克夏核心業務，將近一半的獲利來自保險部門，投資收益則貢獻另外一半獲利。去年波克夏投資以股票為主，其中以中國石油股票獲利了結成績最為出色，去年售股金額高達40億美元（1238億元台幣），估計持股時間5年，投資報酬率高達733%。
市場認為，巴菲特出售中國石油股票時機相當完美，幾乎在該檔股票此波段高峰期出清，對此巴菲特在信中回應說：「去年中中國石油股票價值已經遠超過2002年陸續建立持股時預期，與其他能源同業比較後，即決定出清持股。」
出售中石油時機完美
波克夏因出售中國石油而向美國聯邦政府繳交12億美元（371億元台幣）的稅，巴菲特對此開玩笑說：「足以應付美國聯邦政府國防、社會福利等各項政策支出。」
現年77歲的巴菲特在股東信中提及接班人的議題，他指出，目前已經有3位波克夏執行長人選、4位投資長人選，這些人才都是正值青壯年的富裕人士，他們願意到波克夏絕非因為報酬。
另外，巴菲特針對主權基金議題表達看法，他指出，中國、中東國家主權基金近期積極投資美國並非為了政治目的，美國貿易支出失衡是主權基金積極投資美國的關鍵。
巴菲特年度致股東信重點摘錄
主題/重點摘錄
波克夏去年表現
．投資：以股票為主，總股票資產約4.4兆元台幣，平均投資報酬率達18.4%，為S&P 500大指數報酬率1倍
．營運：去年淨值達3806億元台幣，每股帳面價值年增11%
波克夏營運前景：強調波克夏過去獲利表現，絕非未來保證，波克夏規模龐大，投資人不應該期待未來有爆炸性成長表現
保險業前景：儘管去年美國天災少，不過今年保險業獲利將下滑，獲利率恐年減4個百分點，未來數年也不樂觀
主權基金：美國貿易收支失衡，是主權基金揮軍美國關鍵因素，並非有特殊政治企圖
接班人口袋人選：有3位執行長人選，4位投資長人選，這些人選都是正值青壯年的富裕人士（人選姓名未公布）
資料來源：波克夏網站
貧富差距嚴重 中國安能建構和諧社會
中國時報 2008.03.02
貧富差距嚴重 中國安能建構和諧社會
中央社
不久前上海一家大酒店行一場婚禮，花費人民幣百萬元以上；同時在安徽省一個農家，兒子得了腦炎卻無力就醫，發病時全身痛苦掙扎，父母只能捆綁他的手腳。揮金如土與貧無之錐，一個國家兩個世界，這就是今日中國社會的寫照，也是對中國領導人胡錦濤所提倡的「和諧社會」的最大諷刺。
前中國領導人鄧小平「讓一部分人先富起來」的論點，造就了今日中國經濟的高速成長，但繁榮的果實並未萬民均霑，少數人是變富了，但大多數人貧困依然。隨著經濟發展，兩者間的距離越來越遠。
建設和諧社會是胡錦濤、溫家寶第四代領導接班之後，全力求追的願景，雖然這個口號喊得響亮，但經過了五年，見到的仍是一個貧富差距日益擴大的社會。儘管習近平、李克強為首的第五代接班梯隊已經成形，不但問題依然存在，且日益嚴重。
中國一份研究報告指出，中國人民的收入差距從二零零三年以來急劇加大，已達到第二嚴重的「黃燈」警戒狀態，如果不採取有效措施，將惡化到「紅燈」危險狀態。
調查顯示，中國目前所得分配差距的基尼係數為零點四五，總人口百分之二十的最貧困人口，收入或消費只佔全國的百分之四點七；總人口百分之二十的最富裕人口，收入或消費卻高達百分之五十。
大陸前五十名富豪的資產，就相當於五千萬農民年純收入，三百萬個百萬富翁的資產，即相當於九億農民兩年的純收入。
基尼係數愈高表示貧富差距愈大，國際公認的基尼係數警戒線為零點四，中國的貧富懸殊之大已經突破合理的限度，且有繼續擴大之勢，長此以往很可能引發各種社會不穩定現象。
諷刺的是，中國大陸社會一桌價值八斤黃金的滿漢全席、人乳宴、每顆萬元人民幣的荔枝、五百公克九萬元人民幣的鐵觀音，總是有人買，富人出手闊綽令人咋舌。
中國上海金茂大廈曾舉辦了一場「百萬婚禮」，婚場佈置耗費五十萬元，所有牆面用閃光片鋪設，每一桌酒席上都有一個碩大的鮮花球吊頂，每隔三公尺設有一個電腦搖頭霓虹燈，婚場內還有一面特製的水晶牆。婚慶設計公司負責人說，百萬婚禮只是一個統稱，實際上的花費遠不止百萬。
然而，與上海豪華喜宴相對比的是，安徽省壽縣大順鎮仇集村李多友一家五口人的中飯僅僅是蘿蔔纓子一盆菜。內房裡，李多友得了腦炎的兒子坐在床上，因為沒錢看病，發病時父母只好忍痛捆住他的手腳。遇到颳風下雨村裡停電時，也捨不得買一支三毛錢的蠟燭。
而更悲慘的是，雲南省沾益縣女孩鄧欣考上了大學，但她母親在其獲得錄取通知書之前，因擔心無法負擔女兒的高額大學學費而上吊自殺。
轟動一時的「中國農民調查」作者陳桂棣夫婦在書中描述農村窮苦生活「許多農民還是住在陰暗、潮濕、狹小、破舊的泥坯房子，有的連屋瓦都買不起，房頂還是樹皮蓋的。因為窮，一旦患病，小病強忍，大病等死」。一語道盡「貧無立錐」者的悲慘狀況。
面對揮金如土與貧無立錐兩個極端而並存的世界，如何縮小中間的鴻溝，進而建構舉國高唱雲宵的「和諧社會」，無疑是胡錦濤、溫家寶、習近平及李克強等中國當今及未來領導人最嚴厲的挑戰之一。
貧富差距嚴重 中國安能建構和諧社會
中央社
不久前上海一家大酒店行一場婚禮，花費人民幣百萬元以上；同時在安徽省一個農家，兒子得了腦炎卻無力就醫，發病時全身痛苦掙扎，父母只能捆綁他的手腳。揮金如土與貧無之錐，一個國家兩個世界，這就是今日中國社會的寫照，也是對中國領導人胡錦濤所提倡的「和諧社會」的最大諷刺。
前中國領導人鄧小平「讓一部分人先富起來」的論點，造就了今日中國經濟的高速成長，但繁榮的果實並未萬民均霑，少數人是變富了，但大多數人貧困依然。隨著經濟發展，兩者間的距離越來越遠。
建設和諧社會是胡錦濤、溫家寶第四代領導接班之後，全力求追的願景，雖然這個口號喊得響亮，但經過了五年，見到的仍是一個貧富差距日益擴大的社會。儘管習近平、李克強為首的第五代接班梯隊已經成形，不但問題依然存在，且日益嚴重。
中國一份研究報告指出，中國人民的收入差距從二零零三年以來急劇加大，已達到第二嚴重的「黃燈」警戒狀態，如果不採取有效措施，將惡化到「紅燈」危險狀態。
調查顯示，中國目前所得分配差距的基尼係數為零點四五，總人口百分之二十的最貧困人口，收入或消費只佔全國的百分之四點七；總人口百分之二十的最富裕人口，收入或消費卻高達百分之五十。
大陸前五十名富豪的資產，就相當於五千萬農民年純收入，三百萬個百萬富翁的資產，即相當於九億農民兩年的純收入。
基尼係數愈高表示貧富差距愈大，國際公認的基尼係數警戒線為零點四，中國的貧富懸殊之大已經突破合理的限度，且有繼續擴大之勢，長此以往很可能引發各種社會不穩定現象。
諷刺的是，中國大陸社會一桌價值八斤黃金的滿漢全席、人乳宴、每顆萬元人民幣的荔枝、五百公克九萬元人民幣的鐵觀音，總是有人買，富人出手闊綽令人咋舌。
中國上海金茂大廈曾舉辦了一場「百萬婚禮」，婚場佈置耗費五十萬元，所有牆面用閃光片鋪設，每一桌酒席上都有一個碩大的鮮花球吊頂，每隔三公尺設有一個電腦搖頭霓虹燈，婚場內還有一面特製的水晶牆。婚慶設計公司負責人說，百萬婚禮只是一個統稱，實際上的花費遠不止百萬。
然而，與上海豪華喜宴相對比的是，安徽省壽縣大順鎮仇集村李多友一家五口人的中飯僅僅是蘿蔔纓子一盆菜。內房裡，李多友得了腦炎的兒子坐在床上，因為沒錢看病，發病時父母只好忍痛捆住他的手腳。遇到颳風下雨村裡停電時，也捨不得買一支三毛錢的蠟燭。
而更悲慘的是，雲南省沾益縣女孩鄧欣考上了大學，但她母親在其獲得錄取通知書之前，因擔心無法負擔女兒的高額大學學費而上吊自殺。
轟動一時的「中國農民調查」作者陳桂棣夫婦在書中描述農村窮苦生活「許多農民還是住在陰暗、潮濕、狹小、破舊的泥坯房子，有的連屋瓦都買不起，房頂還是樹皮蓋的。因為窮，一旦患病，小病強忍，大病等死」。一語道盡「貧無立錐」者的悲慘狀況。
面對揮金如土與貧無立錐兩個極端而並存的世界，如何縮小中間的鴻溝，進而建構舉國高唱雲宵的「和諧社會」，無疑是胡錦濤、溫家寶、習近平及李克強等中國當今及未來領導人最嚴厲的挑戰之一。
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