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