Post on 29-Jan-2016
transcript
Welcome to
Introduction to International Marketing
Dr. Satyendra SinghUniversity of Winnipeg
Canada
The International Model
• SRC: one’s own cultural values, experiences, and knowledge as a basis for decisions
• Ethnocentrism: one’s own culture or company knows best how to do things
• SRC and ethnocentrism impede the ability to assess a foreign market in its true light
Culture: Self Reference Criterion(SRC) and Ethnocentrism
The Obstacle
• Meanings, values, symbols, and behavior relevant to our own culture are different from those of foreign cultures
• Relying on one’s SRC could produce an inadequately adapted marketing program
Avoiding the Obstacle
• Define the goal in foreign-country cultural traits, habits, or norms, with natives of the target country. Make no value judgments.
• Isolate the SRC influence on the goal.
• Redefine the goal without the SRC influence.
Isolating SRC from goal?
Developing a Global Mindset
• Tolerance of cultural differences– Understanding such differences and accepting and working with
others
• Knowledge of– Cultures– History– Market potential– Economic, social, and political trends
Example of Cultural Differences and resolutions…
Example of Cultural Differences and resolutions
In Iran, Saudi Arabia…, the controversy
Even a neutral word “Joy” can be controversial
May be unacceptable in some cultures hampers creativity and standardization
and therefore profitability
The alternativesat the expense of creativity
More important in luxury
True luxury advertisements are even
different
Clive ChristianImperial Majesty
+ $200,000