《英文课件国际市场营销chapter01.pptVIP

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 foreign Relying on one’s SRC could produce an unsuccessful marketing program (p.15-6) 1: Define the business problem or goal in home-country cultural traits, habits, or norms 2: Defi