国际营销课件Chap005.ppt

I n t e r n a t i o n a l M a r k e t i n g What Should You Learn? The necessity for adapting to cultural differences How and why management styles vary around the world The extent and implications of gender bias in other countries The importance of cultural differences in business ethics The differences between relationship-oriented and information-oriented cultures Required Adaptation Adaptation is a key concept in international marketing Ten basic criteria for adaptation 1) open tolerance 2) flexibility 3) humility 4) justice/fairness 5) ability to adjust to varying tempos 6) curiosity/interest 7) knowledge of the country 8) liking for others 9) ability to command respect 10) ability to integrate oneself into the environment Degree of Adaptation Essential to effective adaptation Awareness of one’s own culture and the Recognition that differences in others can cause anxiety, frustration, and misunderstanding of the host’s intentions The self-reference criterion (SRC) is especially operative in business customs The key to adaptation is to remain American but to develop an understanding of and willingness to accommodate the differences that exist Imperatives, Electives, and Exclusives Cultural imperatives Business customs and expectations that must be met and conformed to or avoided if relationships are to be successful The significance friendship cannot be overemphasized In some cultures a person’s demeanor is more critical than in others Imperatives vary from culture to culture Cultural electives Relate to areas of behavior or to customs that cultural aliens may wish to conform to or participate in but that are not required A cultural elective in one county may be an imperative in another Cultural electives are most visibly different customs Cultural exclusives Customs or behavior patterns reserved exclusively for the locals Communication Styles Face-to-face communication Managers often fail to develop even a basic understanding of just