UNIVERSIDAD TECNOLOGICA CENTROAMERICA Integrantes: Karen Melisa Ruano Erazo 21011017 Fernando Alfredo Villela Barletta 20711271 (Speaker)

Josu Rubn Obando Moncada 20821054 Fecha: 13 de noviembre 2012

Tema: Japan

Asignatura: Mercadotecnia II.

Catedrtico: Ing. Javier Matute.

San Pedro Sula, Honduras.

CLIMITE Most of Japan has four distinct seasons, which are somewhat similar to those in the United States. The Japanese climate is generally mild thanks to the tempering effect of the ocean. But because the islands of Japan stretch 1,400 miles from north to south there are great variations, ranging from tropical in Okinawa (with the same latitude with Key West, Florida) to blustery and snowy in Hokkaido (with the same latitude as Quebec). Springs is ushered in by plum blossoms in March and cherry blossoms in April, and is pleasant and sometimes rainy. Autumn begins in September and is characterized by falling leaves, crisp, cool, days and rice harvests. Northern Japan and temples with maple trres have pretty autumn colors. Winter tends to be mild on the Pacific side, with many sunny days, while the Japan Sea side tends to be colder and more overcast. Winter in Hokkaido and northern Honshu are shaped by frigid northwest winds from Siberia, which occasionally sweep across from the Asian continent bringing snow to coastal regions facing the Sea of Japan and to the central mountain regions. Hokkaido, northern Honshu and the mountains in the interior of Honshu are among the snowiest places on earth. Summer can be very muggy, hot and humid, especially in August and September. In many places they say it is so humid in the summer that you can walk and swim at the same time and so hot you can fry rice on the sidewalk. It is not usual for swimmers have to wait in line for an hour to get a ticket for a 20 minute dip in a local swimming pool. Southeast winds blow across Japan from the Pacific in the summer bring rain to coastal regions facing the Pacific. The humid rainy seasoncaused by the Bai-u frontlasts for about a month, from mid-June to mid-July in most parts of the country. But because Japan is strung out over such a large area latitude-wise the rainy season ends in Okinawa in June around the time it in starts Hokkaido and northern Japan. On most days of the rainy season it rains for one two hours or less. The temperatures are significantly cooler than later in the summer. LAND AND GEOGRAPHY With the Pacific Ocean to the east, the Sea of Japan to the west and the East China Sea to the south, Japan is an archipelago comprised of four major island and 6,800 smaller islands. Covering about 145,856 square miles (370,000 square kilometers), Japan is slightly larger than the United Kingdom, slightly smaller than California and one twenty-fifth the size of the United States. The nearest countries are Korea (about 100 miles to the west), Russia and China.

The islands of Japan make up less than 15 percent of Japans total territory. Most of its territory is in the sea. In addition to the 200 nautical miles (370 kilometers) of ocean that Japan can also claims around the main islands according to the 1982 United Nations Convention of the Law of the Sea it can also claim 200 nautical miles around far flung Japanese islands that extend from near Taiwan and China to far out in the Pacific Ocean. The less developed side of Japan that faces the Sea of Japan is often referred as the backside of Japan as opposed to more developed front side that faces the Pacific. East Japan refers mainly to the Tokyo-Yokohama, Mount Fuji, Japan Alps area. West Japan refers to everything south of Kyoto and Osaka on Honshu, plus the northern part of Kyushu. The area around Tokyo is called Kanto (a reference to Kanto Plain which Tokyo is part of); the region that embraces Osaka, Kyoto and Kobe is called Kansai (or Kinki). Tohuko describes northern Honshu. HISTORY Japan has a rich and interesting historical background. The Japanese civilization that has the evidence of being in existence in the early age of the Palaeolithic era, had come across umpteen number of other ages that have molded and characterized the history of Japan in a very interesting way. In the history of Japan one can see the influences of not only different ages but also several monarchies that had ruled the people of Japan. History of Japan can be subdivided into certain parts for an easy and better comprehension of the civilization, its people, cultures and trends. They show that Japan has a rich history and cultural heritage that any country can be proud of. The history of Japan can be studied under, Pre-history of Japan Japan in Ancient and Classical age Feudal Era in Japan Meiji Era and its Restoration World War I World War II Japan during and after military control on it. Pre-history of Japan : In the prehistorical age of Japan there can be two main era found. One is the Jomon era and the other is Yayoi era. The term Jomon means pattern of plaited cord and some of the earliest evidence of pottery are found belonging to this era . The other period, Yayoi was a little improved and people knew weaving, better way of farming, use of iron and bronze. Japan in Ancient and Classical Age : In this whole period Japan can be

subdivided under four other periods. These are, Kofun period, Asuka period, Nara period and the Heian period. Under all these eras Japan went through a number of developments and traits. Feudal Era in Japan : Japan in the feudal period also went through some other subdivisions of ages . These are, Kamakura, Muromachi, Azuchi-Momoyama and the Edo age. In feudal Japan the strong military rule that got a firm foundation during the Ancient and Classical historical period, continued with the aid of powerful regional rulers. The other periods in the history of Japan have several subdivisions and monarchies within them, providing Japan with a varied and colorful pattern of historical heritages . Japan nurtured high ambitions of conquering the world and being a world power since the early 1900's. A trend was suddenly noticed where Japan's hunger for power over vast stretches of land increased and the nation set out to conquer the world with the belief that they were born to rule. A strong willforce worked within the Japanese army and it could be perceived that they were more than willing to sacrifice their lives for their country in the war s. These fanatic faiths and beliefs had in the very beginning given rise to the Sino-Japanese war in 1894 which lasted till 1895. The Japanese gain from this first Sino-Japanese war was the control of the territory of Korea and acquiring the Liaodong peninsula for a naval base. But ultimately a conflict with the Russians over the control of Liaodong peninsula implanted the seeds of the Russo-Japanese war that would start with the turn of the century in 1904 and continue for 1 whole year uptil 1905. The Russian government entered the war with the strong belief that they would defeat Japan but little did they realize how son they would exhaust their resources by persevering with an army that would decline to give in. Intelligent and quick actions on the part of the Japanese army gave them many smaller victories within the whole course of the war and eventually weakened the Baltic army. It was not until a year was over that both sides realized that they had gained nothing from the war and the war was brought to a close with the mutual treaty of cease-fire signed in New Hampshire. The war put the position of the Czar in question and Russia was forced to transfer the control of Korea to Japan along with the Trans-Siberian Railway. The war had finally established Japan as a world power. Before the beginning of the WWII the Japanese had entered another war with Chinese known as the Second Sino- Japanese War which lasted over the years from 1931 to 1945 and Japan's inclusion into the WWII was predicted by this war. The war started with Japanese intentions of conquering Chinese territory and they first attacked Manchuria. Gaining full possession of Manchuria the

Japanese army progressed northward into Shanghai and after a bloody encounter with Mao Zedong's armies Japan was successful in gaining control of Shanghai and Nanjing. With the capture of Wuhan in 1938 the Japanese army gained enough confidence to attack the Pearl Harbor which was under US control in 1941. The attack on Pearl harbor forced China and USA to unify with the allies and wage war against Japan and hence, the move forced Japan to enter into WWII. Japan surrendered unconditionally after the atomic bomb droppings over Hiroshima and Nagasaki and accepted their defeat in the hands of the allies with the treaty of Potsdam. The post-war periods saw American troops infiltrating into Japan and for some years after that they retained control of the Japanese archipelago. PEOPLE Population 127,368,088 (July 2011 est.) Major cities - population TOKYO (capital) 36.507 million; Osaka-Kobe 11.325 million; Nagoya 3.257 million; Fukuoka-Kitakyushu 2.809 million; Sapporo 2.673 million (2009) Ethnic groups Japanese 98.5%, Koreans 0.5%, Chinese 0.4%, other 0.6% note: up to 230,000 Brazilians of Japanese origin migrated to Japan in the 1990s to work in industries; some have returned to Brazil (2004) Religions Shintoism 83.9%, Buddhism 71.4%, Christianity 2%, other 7.8% note: total adherents exceeds 100% because many people belong to both Shintoism and Buddhism (2005) Languages Japanese

GENERAL ATTITUDES The Japanese had to equip themselves to survive in those autocratic times and it still underlies current society and their unique characteristics. Factors informing this unique Japanese characteristics are: They adapted to catering to authority and to harmonize with others. They tend to place themselves in their own exclusive and closed communities. Accordingly, they have introverted personalities and they pay serious attention to harmony and cooperativeness in the group. They feel comfortable with familiar people in the communities they belong to. They developed their sense of allegiance in the group consequent to be exclusive. The behavior of competition and appealing themselves is observed only within their own community. On the other hand, they are enthusiastic in absorbing or imitating other cultures. Consequently, they have more interest in human feelings and emotions than scientific or logical concerns. In terms of book read, literary books rate more highly than scientific books, comparied with westerners. Japan has a population of about half of the United States with a land area about 90% of the state of California. Therefore, roads, parks, houses, etc. are designed in miniature size. This environment influences largely their lives. They tend to pay attention to precise details rather than the big picture. They are better at developping transistors than space development projects. Mini-component audio systems are essential in their narrow houses often referred to "rabbit hutches". Japan is a country poor in natural resources but rich in hard-working and diligent people.

In personal life: Japanese culture is group oriented and people tend to work together rather than exert their individuality. Expressing strong personal opinions is not common as in western countries. Modesty is the prevailing attitude. When making purchases, they select reputable merchandise according to community standards rather than personal preferences or even coordination to own style. They prefer conservative merchandise rather than gaudy and appealing one. In the case of high-priced merchandise, they prefer the one to appeal their own status than the performance or design. Japanese people tend to accomodate others' opinions rather than speak up for themselves. They attach much importance to harmony. In discussions, Westerners clearly express their own opinions and speak directly in order to

avoid confusion. On the other hand, Japanese people do not speak directly on the understanding that it is polite not to be direct. Expressing a contrary opinion would imply disrespect of the other person. This is why it is said that Japanese people don't say "no". Japanese usage of "Yes" and "No" is opposite to English. Japanese people often speak English with Japanese grammar. When they answer a negative question such as "Don't you think so?" and they don't think so, the concept of Japanese grammar is such that they answer "Yes, I don't think so". Japanese people tend to have a group, rather than individual mentality. For example, when making travel plans they tend to select from the travel packages offered by travel agencies. When shopping, they attach great importance to the opinions of salesmen, colleagues or friends rather than deciding by themselves. Therefore, it is very important for sales people to be recognized as friendly and reliable advisors. When selecting purchases, the Japanese tend to attach more importance to the reputation of the item among the community they belong to, such as colleagues, friends, neighbors than to the performance of the goods or how well they suit their lifestyle. Thus, penetration of all communities is important for successful marketing in Japan. Japanese people tend to attach more importance to the law and regulations than to their own judgment. The Japanese trial system is not a jury system. A judge makes the decision according to the law. People were not allowed to criticize authority during feudal warrior times. This consciousness still underlies the characteristics of the Japanese people and they tend to instinctively obey authority. As Japanese people have lived under dictatorship for such a long period of time, their culture is called "the culture of sadness". Most old Japanese folk songs and current "Enka" music as well, have lyrics of sadness, with the melody written in minor scales. Japanese people tend to attach more importance to the precise finish of a product rather than to overall performance of the goods. This is applicable to many products, such as clothes, automobiles, electronic products, houses, etc. Clicking on Episodes of how Japanese people attach importance to the precise finish of the products provides some illustrations of this. It is believed that this Japanese characteristics has come about as a result of overpopulation. Their houses are narrow and often referred to as "rabbit hutches". Accordingly, they are excellent at precision work, such as electronics. Development of transistors was the trigger for Sony to be current major organization. Nikon is the top manufacturer of Stopper Lenses which are essential for the production of Super LSI. They have succeeded in achieving the highest precision in the world of 0.08 microns and are now aiming at reaching to 0.01microns. When Japanese people buy something, it is either for practical use or for status. The merchandise they buy is at the lowest or the highest ends of the price range, and intermediate-priced merchandise is not acceptable.

Currently, this trend is expanding. The reason that Yanase, the exclusive importers of General Motors and Mercedes recently dropped Buick from their list seems to be that it is not a prestedge car (highest end). On the other hand, One Hundred Yen shops recently appeared as a new and successful retailer concept and they are growing in size, quantity and popularity. On business: Japanese people tend to accomodate others' opinions rather than speak up for themselves. They attach much importance to harmony. Corporate policies are preaching the the importance of harmony. Many corporate systems are structured for cooperative employee performance. An employee submits an application for approval, for such things as a new plan, business trip or purchase (called "Ringisho") to the chief who passes it along to a higher level where it is again passed up the chain of command. If the application is approved, it is sent to accounting section, and then to purchasing section where the order is placed. In this way, responsibility is shared by many people. This system seems very inefficient, however, once the decision is made, the subject is performed in whole organization scale as a company mission. Japanese manufacturers cut their production costs by using sub-contractor grouping system. In the 1880s, Japanese automobile manufacturers reduced their costs by adopting a procurement method called "Kanban Hoshiki (Price and delivery control system by grouping sub-contractors)" and swept over the U.S. market. In 1990s, the U.S. automobile manufacturers developed the Information Technology to fight back. This is an example of the differences of attitudes between Japan and the United States that Japanese people attach importance to forming a group while Westerners attach importance to a technology (science). Companies also form nationwide group. This is called "Goso Sendan Houshiki (Armed Convoy System). The flagship is the Japanese Government. Companies are transport ships and ministries are the warships to protect and support the transport ships which carry the economy. Private companies are therefore highly regulated by the government. For example, recently the mayor of Osaka prefecture required the federal government's support to reduce the landing fee at Osaka International Airport which is under non-government management. In feudal times, a lord who owned his castle governed his territory by his own law, with warriors working under him. Members of the general public was at the lowest status. This concept still underlies current Japanese society. A company is the castle, administrative employees are the warriors and clerks are the general public. Employees have strong feelings that they are owned by their company and should to pledge their loyalty to the company. Changing jobs is regarded as disloyalty and is a disadvantage for the next employment opportunity. As more importance is attached to a

group than to an individual, a company has more financial confidence than an individual. There are many cases of companies or organizations accepting business accounts only for companies. The U.S. domain name, com. is available for both companies and individuals, but the Japanese domain name, .co.jp is available for companies only. Lifetime employment: The Japanese employment system has traditionally been operated as lifetime employment. Changing jobs is regarded as a lack of allegiance to the company and is dis-advantageously evaluated by next employer. In most Japanese companies, white-collar executives account for a higher percentage than executives come from technical field comparing with Western companies. Most of the member of Japanese national assembly are graduates of law schools. In Japanese organizations, as in homes, hosts invite their guests to take superior seats. It is supposed that this custom has been passed down from feudal times. Within Japanese organizations, when speaking of other employees, the person's name is said without an honorific title even for high ranking employees. This comes from a strong group consciousness that every employee of a company belongs to the company and is a part of the company, and people are categorized as insiders or outsiders.

EATING If youre with a dinner party and receive drinks, wait before raising the glass to your lips. Everyone will be served, and someone will take the lead, make a speech, raise his drink, and yell kampai! (cheers). you will receive a small wet cloth at most Japanese restaurants. Use this to wash your hands before eating, then carefully fold it and set it aside on the table. Do not use it as a napkin, or to touch any part of your face. Slurping noodles or making loud noises while eating is OK! In fact, slurping hot food like ramen is polite, to show you are enjoying it. You may raise bowls to your mouth to make it easier to eat with chopsticks, especially bowls of rice. Just before digging in, whether it be a seven-course dinner or a sample at a supermarket, its polite to say itadakimasu (I will receive).

GESTURES Bowing is nothing less than an art form in Japan, respect pounded into childrens heads from the moment they enter school. For tourists, a simple inclination of the head or an attempt at a bow at the waist will usually suffice. The duration and inclination of the bow is proportionate to the elevation of the person youre addressing. For example, a friend might get a lightning-fast 30degree bow; an office superior might get a slow, extended, 70-degree bow. Its all about position and circumstance.

GREETINGS

japanese of all ages and backgrounds bow in greeting each other (even on the telephone!), and foreign visitors who at least bob the head will get a smile of recognition. However, Japanese know all about handshaking as well, and the visitor's head may crash with an outstretched hand.

VISITING Fact but: Japanese homes and apartments have small, often lowered entranceways called genkan. This area is made especially for the removal of outside footwear. Often a Japanese host will have slippers ready for you on the next level after you've removed your shoes. When you return to this area after your visit, you will usually find that you shoes are neatly facing the door, whether you've placed them like this or not. The Japanese shoe fairy, I guess. Don't be overly concerned, use a little common sense. I'm almost positive your Japanese host won't send you away from their home if you point your shoes in another direction. HOLIDAY Almost all government offices, banks and post offices are closed on Saturdays, Sundays and National Holidays in Japan, but many department stores, shops and restaurants are open on these days. In Japan, if a National Holiday falls on a Sunday, the next day (Monday) will be observed as a holiday. In addition to the Japanese National Holidays, many public offices, banks and schools will also close for a few days in mid-August, for a period of days known as "Obon" (the Buddhist event), as well as at the end of the calendar year and the beginning of the new year (especially January 1 to 3).

January 1 (national holiday) New Year (shogatsu): This is the most important holiday in Japan. While only January 1 is designated as a national holiday, many businesses remain closed through January 3. More information is available on theNew Year page. Second Monday of January (national holiday) Coming of Age (seijin no hi): The coming of age of 20 year old men and women is celebrated on this national holiday. More information is available on the Coming of Age page.

February 3 Beginning of spring (setsubun): Setsubun is not a national holiday, but celebrated at shrines and temples nationwide. More information is available on the Setsubun page. February 11 (national holiday) National Foundation Day (kenkoku kinenbi): According to the earliest Japanese history records, on this day in the year 660 BC the first Japanese emperor was crowned. February 14 Valentine's Day: In Japan, women give chocolates to men on Valentine's Day. It is not a national holiday. More information is available on the Valentine's Day page. March 3 Doll's Festival (hina matsuri): Also called girl's festival. More information is available on the Doll's Festival page. March 14 White Day: The opposite of Valentine's Day: Men give cakes or chocolates to women. It is not a national holiday. More information is available on the White Day page. Around March 20 (national holiday) Spring Equinox Day (shunbun no hi): Graves are visited during the week (ohigan) of the Equinox Day. April 29 (national holiday) Showa Day (Showa no hi): The birthday of former Emperor Showa. Before 2007, April 29 was known as Greenery Day (now celebrated on May 4). Showa Day is part of the Golden Week. May 3 (national holiday) Constitution Day (kenpo kinenbi): A national holiday remembering the new constitution, which was put into effect after the war. More information is available on the Golden Week page. May 4 (national holiday) Greenery Day (midori no hi): Until 2006, Greenery Day was celebrated on April 29, the former Emperor Showa's birthday, due to the emperor's love for plants and nature. It is now celebrated on May 4 and is part of theGolden Week. May 5 (national holiday) Children's Day (kodomo no hi):

Also called boy's festival. More information is available on the Golden Week page. July/August 7 Star Festival (tanabata): Tanabata is a festival rather than a national holiday. More information is available on theTanabata page. Third Monday of July (national holiday) Ocean Day (umi no hi): A recently introduced national holiday to celebrate the ocean. The day marks the return of Emperor Meiji from a boat trip to Hokkaido in 1876. July/August 13-15 Obon: Obon is a festival to commemorate deceased ancestors. More information is available on theObon page. Third Monday of September (national holiday) Respect for the Aged Day (keiro no hi): Respect for the elderly and longevity are celebrated on this national holiday. Around September 23 (national holiday) Autum Equinox Day (shubun no hi): Graves are visited during the week (ohigan) of the Equinox Day. Second Monday of October (national holiday) Health and Sports Day (taiiku no hi): On that day in 1964, the Olympic games of Tokyo were opened. November 3 (national holiday) Culture Day (bunka no hi): A day for promotion of culture and the love of freedom and peace. On culture day, schools and the government award selected persons for their special, cultural achievements. November 15 Seven-Five-Three (shichigosan): A festival for children, Shichigosan is not a national holiday. More information is available on theShichigosan page. November 23 (national holiday) Labour Thanksgiving Day (kinro kansha no hi): A national holiday for honoring labour. December 23 (national holiday) Emperor's Birthday (tenno no tanjobi): The birthday of the current emperor is always a national holiday. If the emperor changes, the national holiday changes to the birthday date of the new emperor. December 24-25 Christmas:

Christmas is not a national holiday, but it is celebrated by an increasing number of Japanese. More information is available on the Christmas page. December 31 New Year's Eve (omisoka): December 31 is not a national holiday. More information is available on the New Year page.

HOUSING Western style furniture, including beds, tables, chairs and sofas, are found in most Japanese households today. In addition, uniquely Japanese style furniture and household devices have survived or been introduced into the Japanese home. Japanese households often consist of both Japanese style rooms with tatami floors, and modern rooms with wooden or tiled floors. Tatami mats are made of straw and measure roughly 180 cm x 90 cm. You should always take off your slippers when stepping on tatami mats in order to protect them from damage. Traditional tatami rooms have an alcove (tokonoma) in which a hanging scroll (kakejiku) and a flower arrangement (ikebana) or piece of pottery is displayed. The room entrances are sliding paper doors (fusuma) and sliding paper screens (shoji) which can be removed completely. Most Japanese kitchens are equipped with a gas stove, rice cooker, microwave oven, and refrigerator. The traditional Japanese bed is a futon which is laid on the floor only during the night and kept in a closet (oshiire) during the daytime. Consequently, the bedroom can then also function as a living or dining room. Most houses in Japan do not have central heating. Instead, gas, oil and electric ovens and air conditioners are used to heat single rooms. The heating devices are turned off during the night and when nobody is in the room. In addition, heated tables (kotatsu) are a popular piece of furniture during the winter.

RECREATION

According to a survey on recreation in Japan, 76 percent of the people interviewed said they liked to spend their free time traveling around Japan. Other activities that ranked high were driving, followed by overseas trips, picnics, hiking, and cultural activities such as movies and concerts. In another survey, 29 percent of those asked said they very often spend their leisure time in a natural places such as a park or countryside (compared to 47 percent in the United States) and 27 percent said they sometimes spend time in natural places. In a survey in 2009, three fourths of Japanese adults said they dont get enough exercise. [Source: Environics International] Modern forms of recreation are displacing traditional Japanese art forms. According to a 1997 government White Paper on Leisure, twice as many women are interested in personal computers than the tea ceremony and three times more would rather go bowling than engage in traditional flower arranging. in 2009, retailers noticed that consumers were becoming more interested in purchases that related to a hobby or provided a skill. Particularly popular were cooking classes, golf lessons and equipment and gardening products. The ancient Japanese tradition of yu-suzumi, or "enjoying the evening cool." Typical yu-suzumi pastimes include boat rides, walks along the waterside, and watching fireworks. Running up long series of stairsoften the ones leading to Buddhist temples or Shinto shrinesis a common training method in Japan. Japan is a leader in recreation technology. Because space is at a premium Japanese can go horse back riding, ski, go parachuting, or play golf without stepping outside. These sports are all done in front of a projection screen. Horseback riders sits on a mechanical horse that moves up and down while watching trails pass by on a screen.

ART Japanese Contemporary Art is art created by young Japanese artists or post-war (after WWII) era Japanese art. Japanese contemporary art should not be confused with traditional Japanese art. The most important figure in Japanese contemporary art today is the Tokyo-based artist Takashi Murakami. Murakami is not just the biggest name in Japanese contemporary art, he is also one of the most well know, influential, and high priced contemporary artists in the world. Japanese contemporary art is a mixture of modern and classic art styles, often including elements of Anime, Manga or other popular culture. Japanese

contemporary art is a stand of Japanese art that is best known for its combination of classic aesthetics from Japans long, tumultuous past, and its more recent accentuation of western cultural trends and styles. Classically, Japanese art sought the deeper spiritual roots of its subjects rather than the superficial appearances however modern art has become more attached to these material possessions, creating in many ways a commentary on how the two intermingle. Japanese artwork in today's cultural atmosphere retains many of the aesthetics of Japanese history while being fully aware of the modern curb of technology and internationalism. Many Japanese artists have taken western styles and aesthetics to heart while combining them with traditional Japanese identity and have created a new form of art that has reverberated and permeated other cultures. FAMILY/MARRIAGE Asians have traditionally regarded marriages as a bonding of families rather than individuals. People are not seen in the Christian view as individual children of God but rather as members of a family. Moreover, children are not seen as individuals who are supposed to find themselves but rather as people responsible for keeping a family going. These ideas are rooted in ancestor worship and Confucianism. Since the end of World War II the nuclear family has been steadily replacing the traditional Japanese extended family that often had three generations, even four generations living under one roof. The number of three-generation households decreased from 56 percent in 1972 to 29.7 percent in 1999. Many newlywed Japanese couples, especially in the countryside, move in with the husband's parents after they get married and the wife's mother-in-law helps with the rearing of the children. It is often the duty of wife to take care or her husbands parents when they get old, Men are expected be breadwinners and 100 percent devoted to their employers. Women are expected to 100 percent devoted to their families. In a typical Japanese family the father is gone from the home much of the time, working very long hours, while the mother is stuck at home, raising the kids by herself. Traditionally, when a man moved into his parents house with his wife, his wife was expected to be a kind or servant to her mother-in-law and in some cases couldn't even leave the house without her mother-in-laws permission. This naturally created a lot of friction and wives have traditionally not liked their mother-laws. These days many women refuse to live with their mother-in-laws. Explaining why she moved her family out of her in-laws house one woman told the New

York Times, "It wasn't anything in particular just an accumulation of things that suddenly exploded. I just thought it was my own life and I have to live it before it's crushed."

DATING Avoid doing anything that draws public attention to your date: Japanese culture emphasizes modesty and blending in. If, for example, you meet a man or woman you are interested in and want to ask them for their phone number or to go on a date, do so in private. Drawing public attention to the object of your affection will result in acute embarrassment. Steer clear of public displays of affection, especially on the first date. Choose the standard dinner-and-a-movie date, and you won't go wrong. The long-term sluggishness of Japan's economy has made cheap dates, emphasizing fun and togetherness over glamor and extravagance, quite common, even popular. A picnic in the park is considered quite romantic, especially in spring. Determining the proper dating etiquette in Japan is further complicated by the fact that you are not Japanese. Your date may or may not expect you to behave in a "Western fashion," and be disappointed or confused if you do not. Likewise, they may try to act in a "Western fashion," believing this will make you happy. There is no easy way to negotiate the treacherous maze of cultural baggage. It may sound trite, but just being yourself will prove a lot less complicated in the end. That said, here are a few simple rules to follow in any situation. Hold the door open for a woman and let her go first. Also, pull out her chair or offer her your seat. Though the western practice of "ladies first" is not common in Japan, Japanese women have heard of it and appreciate it when it is applied

to them. Follow this basic Japanese etiquette at the table: say "itadakimasu" before you start eating and "gotchisosama deshita" when finished. Japan Guide advises: "When eating from shared dishes, move some food from the shared plates onto your own with the opposite end of your chopsticks or with serving chopsticks that may be provided for that purpose" If you and your date are drinking alcohol, remember that in Japan it is good manners to pour your partner's drink and allow them to pour yours.

GOVERMENT

The Diet building in Tokyo The current Japanese constitution was promulgated in the year 1946 during the occupation by the Allied powers: Legislature: The Japanese parliament is called the Diet. It consists of the House of Representatives (480 members) and the House of Councillors (242 members). The members of the Diet are elected by the Japanese people. Executive: The cabinet is headed by the Prime Minister. The cabinet further consists of the ministers which are appointed by the prime minister and are usually members of the Diet. The prime minister is elected by the Diet. Judiciary: The highest court is the Supreme Court. Other courts are district courts, high courts, family courts, and summary courts. Judges are appointed by the cabinet. Elections: The minimum voting age is 20 years. Women received the right to vote in the new constitution. Elections for the House of Representatives are carried out every four years, and half of the House of Councillors is elected every three years. Beside the national elections there are prefectural and municipal elections. The Emperor does not have any effective power but is only the symbol of the state.

ECONOMY The Japanese economy is the second largest economy in the world, second only to the United States. It is one of the richest economies in the world with the highest level of social indices. Japan's currency is the yen (JPY), and is one of the world's most actively traded currencies. The Japanese economy is very focused on their exports expecting a large industrial capacity, but is very strong in other sectors such as construction, telecommunications and banking. The Japanese economy is one of the third largest in the world. Only the USA and China have a higher GNP. The Japanese currency is the Yen. The Japanese currency is the Yen, literally meaning "circle". One yen corresponds to 100 sen. However, sen are not used in everyday life anymore. Coins: come in 1 Yen, 5 Yen, 10 Yen, 50 Yen, 100 Yen and 500 Yen. Bills: come in 1,000 Yen, 2,000 Yen (very rare), 5,000 Yen and 10,000 Yen. Exports: Japan's main export goods are cars, electronic devices and computers. Most important trade partners are China and the USA, followed by South Korea, Taiwan, Hong Kong, Singapore, Thailand and Germany. Imports: Japan has a surplus in its export/import balance. The most important import goods are raw materials such as oil, foodstuffs and wood. Major supplier is China, followed by the USA, Australia, Saudia Arabia, South Korea, Indonesia and the United Arab Emirates. Industries: Manufacturing, construction, distribution, real estate, services, and communication are Japan's major industries today. Agriculture makes up only about two percent of the GNP. Most important agricultural product is rice. Resources of raw materials are very limited and the mining industry rather small.

EDUCATION When Japan opened herself to the world in 1868, one of the government's high priority was catching up with Western standards in science and education. The Japanese education system was reformed mainly according to the German and French model which experts regarded as most suitable and advantageous.

After the Second World War, the Americans reformed the Japanese education system after their own which consists of six years of elementary school, each three years of junior and senior high school and four years of university or two years of junior college. Compulsory education includes elementary school and junior high school. Over 90% of all students also graduate from high school and over 40% from university or junior college. At universities the percentage of male students is higher than that of female students while the opposite is the case at junior colleges. The number of graduate university students is relatively low. The Japanese school year starts in April and consists of three terms, separated by short holidays in spring and winter, and a one month long summer break. A characteristic of the Japanese school system are entrance exams, and with them a high competitiveness among students. Most high schools, universities, as well as a few private junior high schools and elementary schools require applicants to write entrance exams. In order to pass entrance exams to the best institutions, many students attend special preparation schools (juku) besides regular classes, or for one to two years between high school and university (yobiko). The most prestigious universities are the national University of Tokyo and University of Kyoto, followed by the best private universities. HEALTH Japan offers a wide variety of options when you need medical help. Although there are numerous public and private hospitals as well as clinics, the Japanese have no family-doctor system. Most foreign people have less than positive impressions of Japanese medical practitioners. Generally speaking, medical ethics and bedside manners are not taught in Japan. Although Japan is an industrialized country, it is notable to see that few Japanese practice medicine. One of the reasons may be the fact that studying medicine in Japan can be very expensive. In spite of this, Japan still has excellent hospitals and clinics, and being the worlds leading country in technology, provides highly-technical, state of the art equipment.

Healthcare in Japan
The Japanese healthcare system provides free screening examinations for certain diseases, infectious disease control and prenatal care. This healthcare is provided by both the local and the national governments. Payments for personal medical services are offered through an insurance system called

universal healthcare. This system provides equality of access, along with fees that are set by a particular government committee. As the number of expatriates within Japan grows, the government has increased its efforts to provide quality healthcare for them. This includes staffing hospitals with English-speaking medical professionals. A large number of specialists and surgeons in Japan obtained their qualifications from western countries like the USA and the UK. As with other Asian countries, Japan has had problems with medical practitioners who over-prescribe. Although this is normally only associated with minor ailments like coughs, fevers, or colds, it is still quite disturbing. These concerns have alarmed the Japanese government and they in-turn have taken action to eradicate the practice. Although incidents have been greatly reduced, there are still some that continue this illegal act.

Health insurance
Japan has a structure of universal health coverage. How it applies to the individual will generally depend on different factors. These include whether you are visiting, working, or studying; your age, and other important factors. Medical insurance is divided into broader categories: the Employees Health Insurance and the National Health Insurance, which is a community-based system. Membership in either of the schemes is a must. The monthly premiums are calculated differently but are generally based on salaries. Additionally, the coverage for medical costs varies with each scheme. The Employees Health Insurance. This is subdivided into different categories but generally applies to people who are working in private schools, in the national and the local government, and in medium or large companies. Employers provide health insurance certificates to their employees. The premiums are based on the monthly salary of the insured person. National Health Insurance in Japan. Anyone who is staying in Japan for more than a year and is not covered by Employees Health Insurance is obliged to apply for National Health Insurance. This will require you to produce your Alien Registration Card. You are also required to do the same if you will be joining an employees insurance scheme, going back to the country of your birth, moving to another town or city, or when you are changing your name or address.

INFRASTRUCTURE

A mountainous, island nation, Japan has inadequate natural resources to support its growing economy and large population. Although many kinds of minerals were extracted throughout the country, most mineral resources had to be imported in the postwar era. Local deposits of metal-bearing ores were difficult to process because they were low grade. The nation's large and varied forest resources, which covered 70 percent of the country in the late 1980s, were not utilized extensively. Because of the precipitous terrain, underdeveloped road network, and high percentage of young trees, domestic sources were only able to supply between 25 and 30 percent of the nation's timber needs. Agriculture and fishing were the best developed resources, but only through years of painstaking investment and toil. The nation therefore built up the manufacturing and processing industries to convert raw materials imported from abroad. This strategy of economic development necessitated the establishment of a strong economic infrastructure to provide the needed energy, transportation, communications, and technological know-how. As of 2008, 46.4 percent of energy in Japan is produced from petroleum, 21.4 percent from coal, 16.7 percent from natural gas, 9.7 percent nuclear power, and 2.9 percent from hydro power. Nuclear power produces 22.5 percent of Japan's electricity. Given its heavy dependence on imported energy, Japan has sought to diversify its sources and maintain high levels of energy efficiency. Japan's road spending has been extensive. Its 1.2 million kilometers of paved road are the main means of transportation. A single network of high-speed, divided, limited-access toll roads connects major cities and is operated by toll collection companies. New and used cars are cheap, rates of car ownership and fuel levies are used to promote energy efficiency. However, only 50 percent of all distance traveled, car usage is the lowest of all G8 countries. Dozens of Japanese railway companies compete in regional passenger transport and local big business are seven JR enterprises, Kintetsu Corporation, Seibu Railway and Keio Corporation. Some 250 high-speed Shinkansen trains connect major cities and Japanese trains are known for their punctuality. Proposals for a new Maglev route between Tokyo and Osaka are at an advanced stage. There are 173 airports in Japan, the largest domestic airport, Haneda Airport, is the second busiest airport in Asia. Most international gateways are Narita International Airport, Kansai International Airport and Chubu Centrair International Airport. Nagoya Port is the largest and busiest port in the country, accounting for 10 percent of Japan's trade value.

Construction
The mainstay of infrastructure development is the construction industry, which employed 9.4 percent of the labor force in 1990 and contributed some 8.5

percent of GDP. After the two oil crises in the 1970s, construction investment turned sluggish, and the share of construction investment in GNP decreased gradually. In 1987, however, business expanded through investor confidence, continued increase in corporate earnings, improvement of personal income, and rapid rise in land prices. The share of construction investment in GNP rose sharply, especially for more sophisticated and higher value-added private housing and private nonhousing structures. Construction starts in FY 1990 covered a total area of about 283 million square meters, with about 134 square meters exclusively for housing. Total construction costs were estimated in excess of 49 billion. Although demand for new private housing is expected to grow in the 1990s, even greater growth is expected for new urban office buildings. A number of large projects are underway, suggesting that the construction industry would experience continued growth throughout the 1990s. These include projects for Tokyo's waterfront and other urban redevelopment, highway construction, and new or expanded airports. Japan's construction technology, which includes advanced earthquakeresistant designs, is among the most developed in the world. Major firms compete to improve quality control over all phases of design, management, and execution. Research and development focuses especially on energyrelated facilities, such as nuclear power plants and liquid natural gas (LNG) storage tanks. The largest firms are also improving their underwater construction methods.

Mining
Mining was a rapidly declining industry in the 1980s. Domestic coal production shrank from a peak of 55 million tons in 1960 to slightly more than 16 million tons in 1985, while coal imports grew to nearly 91 million tons in 1987. Domestic coal mining companies faced cheap coal imports and high production costs, which caused them chronic deficits in the 1980s. In the late 1980s, Japan's approximately 1 million tons of coal reserves were mostly hard coal used for coking. Most of the coal Japan consumed is used to produce electric power. Japanese coal is found at the extreme ends of the country, in Hokkaido and Kyushu, which have, respectively, 45 and 40 percent of the country's coal deposits. Kyushu's coal is generally of poor quality and hard to extract, but the proximity of the Kyushu mines to ports facilitates transportation. In Hokkaido, the coal seams are wider and can be worked mechanically, and the quality of the coal is good. Unfortunately, these mines are located well inland, making transportation difficult. In most Japanese coal mines, inclined galleries, which

extended in some places to 9.7 kilometers underground, were used instead of pits. This arrangement is costly, despite the installation of moving platforms. The result is that a miner's daily output is far less than in Western Europe and the United States and domestic coal costs far more than imported coal.

Energy
Japan lacks significant domestic sources of energy except coal and must import substantial amounts of crude oil, natural gas, and other energy resources, including uranium. In 1990 the country's dependence on imports for primary energy stood at more than 84 percent. Its rapid industrial growth since the end of World War II had doubled energy consumption every five years. The use of power had also changed qualitatively. In 1950 coal supplied half of Japan's energy needs, hydroelectricity one-third, and oil the rest. In 1988 oil provided Japan with 57.3 percent of energy needs, coal 18.1 percent, natural gas 10.1 percent, nuclear power 9.0 percent, hydroelectic power 4.6 percent, geothermal power 0.1 percent, and 1.3 percent came from other sources. During the 196072 period of accelerated growth, energy consumption grew much faster than GNP, doubling Japan's consumption of world energy. By 1976, with only 3 percent of the world's population, Japan was consuming 6 percent of global energy supplies. After the two oil crises of the 1970s, the pattern of energy consumption in Japan changed from heavy dependence on oil to some diversification to other forms of energy resources. Japan's domestic oil consumption dropped slightly, from around 5.1 million barrels of oil per day in the late 1970s to 4.9 million barrels per day in 1990. While the country's use of oil is declining, its consumption of nuclear power and LNG has risen substantially. Because domestic natural gas production is minimal, rising demand is met by greater imports. Japan's main LNG suppliers in 1987 were Indonesia (51.3 percent), Malaysia (20.4 percent), Brunei (17.8 percent), Abu Dhabi (7.3 percent), and the United States (3.2 percent). Several Japanese industries, including electric power companies and steelmakers, switched from petroleum to coal, most of which is imported. In 1990, the latest year for which complete statistics were available, Japan's total energy requirements were tabulated at 428.2 million tons of petroleum equivalent. Of this total, 84 percent was imported. Consumption totaled 298 million tons: 46.7 percent of which was used by industry; 23.3 percent by the transportation sector; 26.6 percent for agricultural, residential, services, and other uses; and 3.3 percent for non-energy uses, such as lubricating oil or asphalt. In 1989 Japan was the world's third largest producer of electricity. Most of the more than 3,300 power plants were thermoelectric. About 75 percent of the

available power was controlled by the ten major regional power utilities, of which Tokyo Electric Power Company was the world's largest. Electricity rates in Japan were among the world's highest. The Japanese were working to increase the availability of nuclear power in 1985. Although Japan was a late starter in this field, it finally imported technology from the United States and obtained uranium from Canada, France, South Africa, and Australia. By 1991 the country had forty-two nuclear reactors in operation, with a total generating capacity of approximately 33 million kilowatts. The ratio of nuclear power generation to total electricity production increased from 2 percent in 1973 to 23.6 percent in 1990. During the 1980s, Japan's nuclear power program was strongly opposed by environmental groups, particularly after the Three Mile Island accident in the United States. Other problems for the program were the rising costs of nuclear reactors and fuel, the huge investments necessary for fuel enrichment and reprocessing plants, reactor failures, and nuclear waste disposal. Nevertheless, Japan continued to build nuclear power plants. Of alternative energy sources, Japan has effectively exploited only geothermal energy. The country had six geothermal power stations with a combined capacity of 133,000 kilowatts per hour in 1989.

Research and Development

As its economy matured in the 1970s and 1980s, Japan gradually shifted away from dependence on foreign research. Japan's ability to conduct independent research and development became a decisive factor in boosting the nation's competitiveness. As early as 1980, the Science and Technology Agency, a component of the Office of the Prime Minister, announced the commencement of "the era of Japan's technological independence." By 1986 Japan had come to devote a higher proportion of its GNP to research and development than the United States. In 1989 nearly 700,000 Japanese were engaged in research and development, more than the number of French, British, and West Germans combined. At the same time, Japan was producing more engineers than any country except the Soviet Union and the United States. Similar trends were seen in the use of capital resources. Japan spent US$39.1 billion on government and private research and development in 1987, equivalent to 2.9 percent of its national income (the highest ratio in the world). Although the United States spent around US$108.2 billion on research and development in 1987, only 2.6 percent of its income was devoted to that purpose, ranking it third behind Japan and West Germany. The Japanese reputation for originality also increased. Of the 1.2 million patents registered worldwide in 1985, 40 percent were Japanese, and Japanese

citizens took out 19 percent of the 120,000 patent applications made in the United States. In 1987 around 33 percent of computer-related patents in the United States were Japanese, as were 30 percent of aviation-related patents and 26 percent of communications patents. Despite its advances in technological research and development and its major commitment to applied research, however, Japan significantly trailed other industrialized nations in basic scientific research. In 1989 about 13 percent of Japanese research and development funds were devoted to basic research. The proportion of basic research expenses borne by government is also much lower in Japan than in the United States, as is Japan's ratio of basic research expenses to GNP. In the late 1980s, the Japanese government attempted to rectify national deficiencies in basic research by waging a broad "originality" campaign in schools, by generously funding research, and by encouraging private cooperation in various fields. Most research and development is private, although government support to universities and laboratories aid industry greatly. In 1986 private industry provided 76 percent of the funding for research and development, which was especially strong in the late 1980s in electrical machinery (with a ratio of research costs to total sales of 5.5 percent in 1986), precision instruments (4.6 percent), chemicals (4.3 percent), and transportation equipment (3.2 percent). As for government research and development, the national commitment to greater defense spending in the 1980s translated into increased defense-related research and development. Meanwhile, government moved away from supporting large-scale industrial technology, such as shipbuilding and steel. Research emphases in the 1980s were in alternative energy, information processing, life sciences, and modern industrial materials.

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