国际市场营销学讲义导论二讲义精要.pptVIP

The scope and Challenge of International Marketing Self- reference criterion (SRC) and ethnocentrism: Major obstacles Developing a global awareness See Chap 1 PPT 16 SRC is an unconscious reference to one’s own cultural values, experiences, and knowledge as a basis for decisions Ethnocentrism refers to the notion that one’s own culture or company knows best how to do things Both the SRC and ethnocentrism impede the ability to assess a foreign market in its true light Reactions to meanings, values, symbols, and behavior relevant to our own culture are different from those of forei