市场营销学课堂展示教学课件Lascu_Chapter_05.pptVIP

Cultural Influences on International Marketing Chapter Objectives Identify elements of culture and examine how they affect international marketing practices around the world. Describe national and regional character based on dimensions such as time orientation, business practices, gift giving, socializing, gender roles, and materialism. Discuss cultural variability in terms of the Hofstede dimensions with appropriate examples and address cultural change in a marketing context. Address the self-reference criterion and ethnocentrism and describe how they impede mutual understanding and cooper