International Marketing Parts 4 And 5

Front 1

Whats Marketings impact on Culture

Back 1

1. Universal aspects of the cultural environment represent opportunities to standardize elements
2. Increasing travel and improved communications have contributed to a convergence of tastes and preferences in a number o product categories

Front 2

1. The meaning of individual behavior and speech changes depending on the situation or context.
2. Nonverbal messages are full of important and intended meanings.

Back 2

High Context Culture

Front 3

3. The words are spoken. "Reading between the lines" is important
4. High context cultures can be found in most of the European countries, some of Latin American countries, and in Japan and many of the newly industrializing Asian countires

Back 3

High Context Culture

Front 4

1. Intentions are expressed verbally
2. A persons meaning should be explicit not taken for granted
3. Propositions have to be justified and opinions defended openly
4. Can be found in culturally diverse countries like U.S. Austrailia, and New Zealand

Back 4

Low Context Culture

Front 5

Hall's Silent Languages" (5)

Back 5

1. Space
2. Material Possessions
3. Friendship Patterns
4. Agreements Between People
5. Time

Front 6

The comfortable distance between two people conversing differs across cultures

Back 6

Space

Front 7

The possessions that describe a person's station in life differ across cultures

Back 7

Material Possessions

Front 8

Culture determines what friendship means to a person

Back 8

Friendship Patterns

Front 9

Contracts are interpreted differently across cultures

Back 9

Agreements between people

Front 10

Time perceptions vary considerable across cultures " a little late" in some countries means 5 minutes, elsewhere 2 hours.

Back 10

Time

Front 11

The comfortable distance between two people conversing differs across cultures

Back 11

Space

Front 12

The possessions that describe a person's station in life differ across cultures

Back 12

Material Possessions

Front 13

Culture determines what friendship means to a person

Back 13

Friendship Patterns

Front 14

Contracts are interpreted differently across cultures

Back 14

Agreements between people

Front 15

Time perceptions vary considerable across cultures " a little late" in some countries means 5 minutes, elsewhere 2 hours.

Back 15

Time

Front 16

Hopstede's Cultural Typology (6)

Back 16

1. Power Distance (PDI)
2. Individualism/Collectivism (IDV)
3. Masculine and Feminine Mas
4. Uncertainty Avoidance (
5. LTO/ STO (Long term orientation and short term orientation)
6. Indulgence Vs Restraint (IVR)

Front 17

2. Countries High in Power Distance

2 Countries Low in Power Distance

Back 17

1. india
2. Venezuela

1. Netherlands
2. U.S.

Front 18

2 Countries High in Individualism

2 Countries High in Collectivism

Back 18

1. U.S.
2. Australia

1. Japan
2. Pakistan

Front 19

1. Modest
2. Caring 4 weak
3. Ex. Netherlands Denmark Sweden

Back 19

Feminine

Front 20

1. Culture more competitive
2. Ex. Mexico Venezuela Italy

Back 20

Masculine

Front 21

1. Countries high in Uncertainty

2. Countries high in Avoidance

Back 21

1. US Sweden Ireland

2. Japan Portugal

Front 22

____ suggested the use of descriptive metaphors for different cultures

Back 22

Gannon

Front 23

Suggestive analogues which characterize cultures in such a way as to help managers anticipate what peole's reactions might be in different situations
____ Offer a mental anchor for the manager who has to deal with a new culture and cannot foresee all contingencies

Back 23

Gannons Metaphors

Front 24

Name 4 of Gannon's Metaphors

Back 24

1. American Football
2. The Italian Family Opera
3. The German Symphony
4. The Swedish Summer Home

Front 25

Individualism and competitive speculation; huddling; ceremonial celebration of perfection.

Back 25

American Football

Front 26

Pageantry and spectacle; voice expressions; chorus and soloist.

Back 26

The Italian Family Opera

Front 27

Orchestra; conductors; performance society; education an politics

Back 27

The German Symphony

Front 28

Love of nature; individualism through self-developement; equality.

Back 28

The Swedish Summer Home

Front 29

What is Quality
1. Japan?
2. Germany?
3. France?
4. USA

Back 29

1. Zero Defects
2. Conforms to standards and specifications
3. Luxury
4. It Works

Front 30

1. Occurs when one interacts with an unknown culture
2. Refers to feelings of impotence on the part of the strangers who are not able to deal competently with their surroundings due to unfamiliarity with the culture and inability to perform the necessary social skills.

Back 30

Culture Shock

Front 31

Self- Reference Criterion and Perception
Unconscious reference to one's own cultural values, creates cultural myopia
A process by which individuals form judgements about others
Involves judging other's behavior against your own past experiences and your own conception of self.
Can lead to misperceptions of people from abroad

Back 31

A Cultural Pitfall

Front 32

4 Ways to Reduce Cultural Myopia

Back 32

1. Define the problem or goal in terms of home country cultural traits
2. Define the problems in terms of host country cultural traits, make no value judgments
3. Isolate the SRC influence and examine it
4. Redefine the problem without the SRC influence and solve for the host country situation

Front 33

Culture and Negotiations (3)

Back 33

1. Know whom you are dealing with
2. Know what they hear
3. Know when to say What

Front 34

In most negotiations knowing something about the cultural background of the opposite partner is considered a must

Back 34

Know whom you are dealing with

Front 35

The second caution from experts is the possibility of discrepancies between what the manager thinks he or she is communicating and what is actually received by the other part
Nonverbal communications is always a mysterious ingredient in negotiations

Back 35

Know what they hear

Front 36

Spend some time to understand the other culture and build a relationship if necessary

Back 36

Know when to say what

Front 37

Cultures tend to generate different managerial styles - and different managerial skills.

Back 37

Managerial Styles

Front 38

1. Cultural difference suggest that different types of leadership skills will be needed in managing marketing overseas as opposed to in the home market
2. Therefore managers successful in one culture will often not be successful in very different cultures.
3. To help managers cope with or avoid cultural clashes most companies offer new expatriate managers ( and their families) pre departure workshops and briefings.

Back 38

Manager Subordinates

Front 39

Section 5`

Back 39

Section 5

Front 40

The systematic gathering, recording, and analyzing of data to provide information useful to marketing decision making

Back 40

Marketing Research

Front 41

International Marketing Research involves 2 additional complications

Back 41

1. Communication information across cultural boundaries
2. Applying tried and tested research techniques in a new environment

Front 42

4 Personal Characteristics needed by international marketing managers/researchers.

Back 42

1. Flexibility
2. Frame or reference beyond ones own region or country
3. Tolerance of cultural differences
4. Guard against self-reference criterion

Front 43

5 Cultural Skills needed by international marketing managers/researchers.

Back 43

1. Culture/ Culture Dynamics
2. Different Negotiations styles
3. Verbal and non verbal language
4. Political and legal systems
5. Trade Agreements

Front 44

3 Talents of an International Researcher

Back 44

1. Must possess a high degree of cultural understanding
2. Must have a creative talent for adopting research methods
3. Needs a skeptical attitude in handling both primary and secondary data.

Front 45

6 Steps of the Research Process

Back 45

1. Define the research problem and establish research objectives
2. Determine the sources of information to fulfill the research objectives
3. Consider the costs and benefits of the research effort.
4. Gather the relevant data from secondary or primary sources, or both
5. Analyze, interpret, and summarize results
6. Effectively communicate the results to decision makers.

Front 46

3 Steps to defining the Problem and Establishing Objectives.

Back 46

1. Identify SRC ( Self Reference Criterion)
2. Define Broadly
3. Get Local Input

Front 47

Data collected specifically for a research project
Surveys
Focus Groups

Back 47

Primary Data

Front 48

Data collected by others and not specifically for the research project at hand
Databases

Back 48

Secondary Data

Front 49

U.S.and Japan a lot of data
Africa- Eastern Europe not enough Data

Back 49

Availability of Data

Front 50

Data too optimistic to represent country pride
China fired for inflating

Back 50

Reliability of Data

Front 51

Make sure in some currency

Back 51

Comparability of Data

Front 52

Make sure who collected the data
Do they have reason to lie
What purpose was it collected
How was it collected.

Back 52

Validating Secondary Data

Front 53

Comparing data produce by different sources.
for example:
Expert opinions; Get several different ( at least three) opinions to see if they are in the same ball park
3. ______ is especially important when it comes to secondary data.

Back 53

Triangulation

Front 54

Why is it important to use triangulation as an advised research technique when using secondary research to make major international marketing decisions? (3)
TEST QUESTION KNOW WORD FOR WORD ANSWERS

Back 54

1. All secondary data must be cross referenced in order to control for bias
2. Validity and reliability of the data needs to be established
3. Different point of view must be taken into account.

Front 55

What quality databases can be used in international market entry decisions

Back 55

1. U.S. government Sponsored website databases
2. Commercial Sponsored Databases

Front 56

1. Export.gov ( Import tariffs, list trade agreement)
2. U.S. trade online (Trade Statistics)
3. Cia World Factbook (Infrastructure Economy)

Back 56

U.S. Government Sponsored Website Databases

Front 57

1. Euromonitor and Passport GMID
(Economy and Industry)
2. Datamonitort 360 (Politics)

Back 57

Commercially Sponsored Databases

Front 58

International Barcodes

Back 58

first 6 digits classifies your goods for customs
hs# Last 4 are use by the country

Front 59

Problems of Gathering Primary Data (3)

Back 59

1. Ability to communicate options
2. Willingness to respond
3. Language issues
a. Book Translation
b. Paralleled Translation
c. Decentering

Front 60

Translate to English and English to Spanish

Back 60

Back Translation

Front 61

2 people are translating at the same time

Back 61

Paralleled Translation

Front 62

Back Translation and do this till the 2 english versions match

Back 62

Decentering