- 1、本文档共29页,可阅读全部内容。
- 2、原创力文档(book118)网站文档一经付费(服务费),不意味着购买了该文档的版权,仅供个人/单位学习、研究之用,不得用于商业用途,未经授权,严禁复制、发行、汇编、翻译或者网络传播等,侵权必究。
- 3、本站所有内容均由合作方或网友上传,本站不对文档的完整性、权威性及其观点立场正确性做任何保证或承诺!文档内容仅供研究参考,付费前请自行鉴别。如您付费,意味着您自己接受本站规则且自行承担风险,本站不退款、不进行额外附加服务;查看《如何避免下载的几个坑》。如果您已付费下载过本站文档,您可以点击 这里二次下载。
- 4、如文档侵犯商业秘密、侵犯著作权、侵犯人身权等,请点击“版权申诉”(推荐),也可以打举报电话:400-050-0827(电话支持时间:9:00-18:30)。
查看更多
20627686-International-Marketing-Chapter-1精选
I n t e r n a t i o n a l M a r k e t i n g Foreign Acquisitions of U.S. Companies Exhibit 1.1 Selected U.S. Companies and Their International Sales International Marketing Performance of business activities designed to Plan Price Promote, and Direct the flow of a company’s goods and services to consumers or users in more than one nation for a profit The International Marketing Task Exhibit 1.3 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 Environmental Adaptation (Examples) Color of Mourning - Westerner: Black (White considers bridal dress) - Easterner: White Raise a hand and make a circle with the thumb and forefinger (like zero) - In US: OK - In France: Zero / Worthless - In Japan: Money [See the photographs at Page 14] The Self-Reference Criterion and Ethnocentrism The key to successful international marketing is adaptation to the environmental differences from one market to another Primary obstacles to success in international marketing SRC Associated ethnocentrism SRC and Ethnocentrism SRC is an unconscious reference to One’s own cultural values, experiences, and knowledge as a basis for decisions Dangers of the SRC Failing to recognize the need to take action Discounting the cultural differences that exist among countries Reacting to a situation in an offensive to your hosts Ethnocentrism Nation that one’s own culture or company knows best SRC and Ethnocentrism Ethnocentrism and the SRC can influence an evaluation of the appropriateness of a domestically designed marketing mix for a foreign market The most effective way to control the influence of ethnocentrism and the SRC is to recognize their effects on our behavior The Self-Reference Criterion and Ethnocentrism(Examples) C
您可能关注的文档
- 2018-2024年锌锰镍三元磷化剂行业发展战略研究及投资潜力预测评估报告(目录)精选.doc
- 2018上海注册医疗器械公司流程图精选.pdf
- 2018国家公务员备考时政热点:时政新闻精选.pdf
- 2018国家公务员面试热点:黑作坊制售假“河间驴肉”销往北京精选.pdf
- 2018国家公派访问学者申请答疑精选.pdf
- 2018国考面试热点:iPhone X,苹果的颠覆、致敬、冒险与尴尬精选.pdf
- 2018届政治生活一轮复习第一课-生活在人民当家作主的国家-(最新版)精选.ppt
- 2018年NSFC申请书空白模板精选.doc
- 2018年上海分类考试化学练习题精选.pdf
- 2018年上海分类考试政治考试试题精选.pdf
文档评论(0)