INTERNATIONAL MARKETING 200094

PRE-CLASS ACTIVITIES
CHAPTERS 5 & 6

IM
200094
 OVERVIEW
– Discussion Question 1:
Models to analyse cultural differences
– Discussion Question 2:
Elements of Culture
– Discussion Question 3:
Factual information vs. experiential knowledge
– Discussion Question 4:
International Marketing Research
 DISCUSSION QUESTION 1

1. Various models have been developed to try and

anticipate as well as understand the variances
between the cultures of different countries.

2. What is the purpose of each model?

3. Do you have to use every model to analyse a

country’s cultural differences?
 DISCUSSION QUESTION 2

Which element of culture poses the biggest

challenge for international marketers in
general?

What elements of culture do you expect to

be challenging with respect to your country
of choice?
 DISCUSSION QUESTION 3
• What is more important: Factual information
obtained through communication, research and
education OR Experiential knowledge obtained by
being involved in a culture other than one’s own?

• What can be learned about a culture from

reading/attending to factual materials and
experiential knowledge?
 Discussion Question 4

• How has the availability of information on the internet

changed marketing research? And what are the
shortcomings of secondary data.

• Why would a firm collect primary data in its

international marketing research? And what
information will you need to collect to determine
market potential for your product category?