chapter-4-cultural-environment

LOGOPOTENTIALMARKETASSESSMENTCULTURALENVIRONMENTCHAPTER4INTERNATIONALMARKETINGLOGOContentsInfluenceofcultureoninternationalmarketingCulturalenvironment“Managing”theculturalenvironmentLOGOThefocusquestionWhatculturaldimensionsareparticularlyrelevantforourservedproductmarket(s),howaretheyshapedinthegeographicmarketsunderconsideration,andhowdotheyinfluencetheattractivenessofthosemarkets?LOGOInfluenceofcultureoninternationalmarketingPeople’ssubjectiveperceptionsofrealitydependontheircognitionsandcognitivestructures,whichtheyhaveacquiredtoagreatextentthroughexperienceduringenculturationandacculturation.WhatisEnculturation?WhatisAcculturation?LOGO“Managing”theculturalenvironmentGlobalvslocalculturalCulturalimperialismAgentofchangeMarketing’sinfluenceoncultureAdaptingtoculturaldifferencesLOGOAdaptingtoculturaldifferencesMarketingpracticesinacountryareculturallydependentTakethebuyingbehaviorofwomenindifferentculturesforaexample..Then,whattheinternationalmarketershoulddo…?LOGOMarketing’sinfluenceoncultureIncreasingly,internationalmarketingmanagersmustbeawarethatculturalnotonlyinfluencestheirdecisions,butthattheirdecisionsandactionsinfluenceculturalaswell.LOGOAgentofchangeInternationalmarketersactasagentsofchangewithinaculture.CaseinruralIndonesiaCaseinChinaLOGOCulturalimperialismTheeffectactivitieshaveonlocalculturesandthereboundssucheffectsmayhaveonbusinesssuccess.U.S.-basedmultinationalcorporationsLOGOGlobalvslocalculturalMoreproductmarketswillbecomeglobal.Internationalmarketersarecontributingtothesharingofideas,values,andbehavioramongcultures.Localsubculturesarebecomingstrongerandinternationalmarketershaveenoughflexibilitytoadapttothelocalspecifics.LOGO4.Whatroledoestheself-referencecriterionplayininternationalbusinessethics?Istheremorethanonesetofethicalstandards?Discuss.LOGOANSWERWhensearchingforimportantfactorsofinfluencefromtheculturalenvironment,theinternationalmarketermustbecarefulnottofallintothetrapoftheself-referencecriterion,thatis,theunconsciousapplicationofone’sownculturalexperienceandvaluestoamarketinanotherculture.LOGOEveryculture,ethnic,industry,organizationalorfunctional,establishesasetofmoralstandardsforbusinessbehavior,thatis,acodeofbusinessethics.Thissetofstandardsinfluencesalldecisionsandactionsinacompany,including,forexample,•whatandhowtomanufacture(ornot),•whatwagesareappropriatetopay,•howmanyhourspersonnelshouldworkunderwhatconditions,•howtocompete,and•whatcommunicationguidelinestofollow.LOGO5.Illustratethedifficultiesininterculturalcommunication.LOGOANSWERDifferingvaluesbetweentheculturesofpotentialcustomersandthecultureofthemarketerarenottheonlysourceofmanyproblemsininternationalmarketing.Asecondveryimportantfactorofinfluenceonbusinesssuccessistheexistenceornon-existenceofsharedsymbols.Symbolsareabstractcharactersthatrepresentideas,feelingsandothercontentsofcommunication.Themessagetransmittedbyaparticularsymboloracombinationofsymbols,however,oftenchangesfromoneethnicculturetoanother.LOGOINTERNATIONALMARKETING