Professional Documents
Culture Documents
Chap 001
Chap 001
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The mandate to properly manage the resources and global environment for the generations to come
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Increasing number of foreign companies building and buying manufacturing plants in the U.S.
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International Marketing
Performance of business activities designed to
Plan Price Promote, and Direct the flow of a companys goods and services to consumers or users in more than one nation for a profit
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Environmental Adaptation
Ability to effectively interpret the influence and impact of the culture in which you hope to do business
Cultural adjustments
Establish a frame of reference Avoid measuring and assessing markets against the fixed values and assumptions of your own culture
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Ethnocentrism
Notion that ones own culture or company knows best
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Home-country vs. foreign-country cultural traits, habits, or norms Consultation with natives of the target country
Knowledge of cultures, history, world market potential, and global economic, social, and political trends
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International marketing
Global marketing
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Global Marketing
Company treats world, including home market as one market Market segmentation decisions no longer focused on national borders
Defined by income levels, usage patterns, or other factors
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Strategic Orientation
Domestic market extension orientation Multidomestic market orientation Global market orientation
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Control is decentralized
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Discussion of international marketing ranges from the marketing and business practices of small exporters to the practices of global companies
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Summary
The internationalization of American business is proceeding with increasing pace The globalization of markets and competition necessitates all managers to pay attention to the global environment International marketing is defined as the performance of business activities across national borders
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Summary
Environmental differences must be taken into account if firms are to market products and services at a profit in other countries
Laws Customs Cultures
Self-reference criteria and ethnocentrism limit international marketers abilities to understand and adapt to differences prevalent in foreign markets
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Summary
Solutions to SLC and ethnocentrism
Global awareness Sensitivity
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