Marketing across cultures:
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Harlow [u.a.]
Pearson Education [u.a.]
2000
|
| Ausgabe: | 3. ed. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | Früher u.d.T.: Usunier, Jean-Claude: International marketing |
| Beschreibung: | XV, 627 S. graph. Darst. |
| ISBN: | 0130106682 |
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Datensatz im Suchindex
| _version_ | 1804128408880283648 |
|---|---|
| adam_text | Contents
Introduction: Marketing in the global villages page xii
Parti The cultural variable in international marketing i
1 The cultural process 3
1.1 Culture: definition(s) 4
1.2 Elements of culture 5
1.3 Culture and nationality 11
1.4 Culture and competence 15
1.5 Culture and social representations 17
Questions 19
Appendix 1: Teaching materials 19
Al.l Critical incident: An old lady from Malaysia 19
A1.2 Critical incident: The parable 20
References 21
2 Cultural dynamics 1: Time and space ?3
2.1 A model of action based on cultural assumptions 24
2.2 Time: Cross cultural variability 27
2.3 Space 33
2.4 Cultural borrowing and change in societies 41
2.5 Cultural hostility 45
Questions 47
CONTENTS
Appendix 2: Teaching materials 49
A2.1 Cross cultural scenario: Inshallah 49
A2.2 Cross cultural interaction: Engineering a decision 49
A2.3 Cross cultural interaction: Opening a medical office in Saudi Arabia 50
A2.4 Reading: Language and time patterns: The Bantu case 51
A2.5 Exercise: World picture test 52
References 54
3 Cultural dynamics 2: Interactions, mindsets and behaviours 56
3.1 Concept of the self and others 57
3.2 Interaction models 63
3.3 Culture based attitudes towards action 72
3.4 How to relate thinking to action 76
3.5 Dealing with desires and feelings 80
3.6 Coping with rules 83
3.7 Cultural assumptions and actual behaviour 86
Questions 89
Appendix 3: Teaching materials 89
A3.1 Critical incident: An American in Vietnam 89
A3.2 Exercise: Seven cultures of the South Seas 90
A3.3 Rationales for section A2.1 (cross cultural scenario) and sections A2.2
and A2.3 (cross cultural interactions) 92
References 95
Part 2 The integration of local consumption in a global marketing
environment 97
4 Cross cultural consumer behaviour iQ1
4.1 Culture and consumer behaviour 103
4.2 The influence of culture on selected aspects of consumer behaviour 108
4.3 Investigating the cross cultural transposability of consumer behaviour
concepts H ^
4.4 Ethnic consumption H8
4.5 Marketing as an exchange of meanings 120
4.6 Conclusion 123
Questions 123
Appendix 4: Teaching materials 123
A4.1 Exercise: Dichter s consumption motives 123
A4.2 Exercise: Investigating the cross cultural transposability of a consumer
complaint scale 124
A4.3 Case: Eliot Greeting Card Company (1) 125
References 132
5 Local consumers and the globalization of consumption 135
5.1 Free trade doctrine and the denial of cultural variety in consumers tastes 137
5.2 The global convergence of consumption patterns 140
5.3 The emergence of a global consumer culture 145
5.4 Local products and consumption experiences 14H
5.5 Local consumer cultures and resistance to change 155
5.6 Emergent patterns of a mixed local/global consumer behaviour 160
Questions 1 d3
Appendix 5: Teaching materials 164
A5.1 Case: Disneyland Paris K,4
A5.2 Case: IKEA 166
A5.3 Case: Parker Pen I69
References 173
6 The convergence of marketing environments world wide 178
6.1 Local marketing environments 179
6.2 Marketing: Borrowed concepts and practices 184
6.3 Regional convergence 1 ss
^ 6.4 A diverse marketing environment: The European Union )
6.5 A changing marketing environment: Eastern Europe and the CIS 197
6.6 A challenging marketing environment: East Asia 200
6.7 Limitations to the world wide convergence of marketing environments 203
Questions 204
Appendix 6: Teaching materials 204
A6.1 Exercise: Clustering African countries 204
A6.2 Case: Odol 204
References 207
7 Cross cultural market research 210
7.1 Equivalence in cross cultural research 21 1
7.2 Translation equivalence 2 Id
7.3 Measure equivalence 220
7.4 Comparability of samples 223
7.5 Data collection equivalence 227
7.6 Researching internationally 230
7.7 Conclusion 235
Questions 23d
Appendix 7: Teaching materials 23d
A7.1 Case: Eliot Greeting Card Company (2) 23d
A7.2 Exercise: Hair shampoo questionnaire 237
References 243
CONTENTS
Part 3 Marketing decisions for the intercultural environment 247
8 Intercultural marketing strategy 251
8.1 Cost arguments and global strategies 252
8.2 The globalization of competition 260
8.3 International marketing strategies are becoming global 262
8.4 Market segments: Geographic versus demographic 268
8.5 Conclusion 273
Questions 274
Appendix 8: Teaching materials 274
A8.1 Case: Lakewood Forest Products 274
A8.2 Exercise: Dangerous Enchantment 277
References 279
9 Product policy 1: Physical, service and symbolic attributes 282
9.1 Adaptation or standardization of product attributes 283
9.2 Physical attributes 284
9.3 Service attributes 290
9.4 Symbolic attributes 297
Questions 3^2
Appendix 9: Teaching materials 303
A9.1 Case: Lestra Design 303
A9.2 Case: Irish Cream O Darby 312
References 314
10 Product policy 2: Managing meaning 316
10.1 National images diffused by the product s origin and by its brand name 317
10.2 Consumer product evaluation according to country of origin 319
10.3 National, international and global brands 330
Questions 341
Appendix 10: Teaching materials 342
A10.1 Exercise: Interpreting symbolic attributes 342
A10.2 Case: Soshi Sumsin Ltd 343
A10.3 Case: Derivados de Leche SA 345
References 347
11 The critical role of price in relational exchange 353
11.1 Price as a signal conveying meaning 354
11.2 Bargaining 3
11.3 Price and consumer evaluations 359
11.4 International price tactics 364
11.5 Market situations, competition and price agreements 370
11.6 Managing prices in highly regulated environments 372
Questions 376
Appendix 11: Teaching materials 376
All.l Case: Saito Importing Company 376
All.2 Case: Riva International 377
A11.3 Critical incident: Taman SA 379
References 380
V 12/ International distribution and sales promotion 382
12.1 The cultural dimension of distribution channels: The case of Japanese
Keiretsus 383
12.2 Criteria for choosing foreign distribution channels 391
12.3 The role of distribution as a cultural filter 393
12.4 Direct marketing world wide 397
12.5 Sales promotion: Other customs, other manners 400
Questions 405
Appendix 12: Teaching materials 406
A12.1 Case: ComputerLand in Japan 406
A12.2 Case: Aunt Sarah s Fried Chicken 407
References 409
Part 4 Intercultural marketing communications 413
13 Language, culture and communication 415
13.1 Verbal communication: The role of context 416
13.2 Non verbal communication 422
13.3 Language shaping our world views 426
13.4 Ethnocentrism, stereotypes and misunderstandings in intercultural
communication 431
13.5 How to improve communication effectiveness in international business 436
Questions 440
Appendix 13: leaching materials 441
A13.1 Exercise: Multicultural class 441
A13.2 Exercise: I love cake 441
A13.3 Exercise: Following directions 442
A13.4 Case: Supreme Canning 443
A13.5 Case: Doing business in China: a failure in getting paid 445
A13.6 Critical incident: Scandinavian Tools Company 446
References 450
14 Intercultural marketing communications 1: Advertising 453
14.1 Influence of culture on attitudes towards advertising 455
14.2 Culture and advertising strategy 458
14.3 Culture and advertising execution 462
CONTENTS
14.4 Media world wide: Technological advances and cultural convergence 474
14.5 The globalization of advertising 482
Questions 486
Appendix 14: Teaching materials 487
A14.1 Case: Levi Strauss Company: World wide advertising strategy or localized
campaigns? 487
A14.2 Case: Excel and the Italian advertising campaign 490
A14.3 Exercise: Borovets a Bulgarian ski resort 492
A14.4 Exercise: Slogans and colloquial speech 494
References 494
15 Intercultural marketing communications 2: Personal selling,
networking and public relations 502
15.1 Intercultural commerce 503
15.2 Networks in business markets 510
15.3 Buyer seller interactions 511
15.4 Sales force management in a cross cultural perspective 515
15.5 Public relations across cultures 521
15.6 Bribery: Facts 524
15.7 Bribery: Ethical aspects 526
Questions 532
Appendix 15: Teaching materials 533
A15.1 Case: When international buyers and sellers disagree 533
A15.2 Critical incident: Setco of Spain 534
A15.3 Case: Union Carbide at Bhopal 536
A15.4 Case: Houston Oil Supply 538
A15.5 Critical incident: The Brenzy nouveau has arrived! 540
References 543
16 Intercultural marketing negotiations 1: People, trust and tasks 546
¦ 16.1 The dynamics of trust in relational marketing 547
16.2 The influence of culture on marketing negotiations 552
16.3 Behavioural predispositions of the parties 554
16.4 Underlying concepts of negotiation and negotiation strategies 559
16.5 Time based misunderstandings in international marketing negotiations 565
16.6 Cultural misunderstandings during the negotiation process 569
16.7 Differences in outcome orientation: Oral versus written agreements as
a basis for trust between the parties 572
Questions 577
Appendix 16: Teaching materials 577
A 16.1 Case: McFarlane Instruments 577
A16.2 Negotiation game: Kumbele Power Plant 579
References 584
LUINItNIi XI
17 Intercultural marketing negotiations 2: Some elements of
national styles of business negotiation 588
17.1 Orientals 589
17.2 Western styles 5l)2
17.3 Negotiation styles in other areas of the world 596
17.4 Some basic rules for international marketing negotiations 599
Questions 600
Appendix 17: Teaching materials 600
A17.1 Case: Tremonti SpA 600
References 602
Postscript 605
Author index 609
Subject index 620
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| spelling | Usunier, Jean-Claude 1951- Verfasser (DE-588)11353227X aut Marketing across cultures Jean-Claude Usunier 3. ed. Harlow [u.a.] Pearson Education [u.a.] 2000 XV, 627 S. graph. Darst. txt rdacontent n rdamedia nc rdacarrier Früher u.d.T.: Usunier, Jean-Claude: International marketing Entreprises multinationales - Aspect social Gestion interculturelle Marketing - Recherche - Cas, Études de Marketing international - Aspect social Marketing international - Aspect social - Cas, Études de Interkulturelle Kompetenz (DE-588)4200053-1 gnd rswk-swf Interkulturelles Management (DE-588)4343519-1 gnd rswk-swf Kulturkontakt (DE-588)4033569-0 gnd rswk-swf Internationales Marketing (DE-588)4125431-4 gnd rswk-swf Internationales Marketing (DE-588)4125431-4 s Interkulturelle Kompetenz (DE-588)4200053-1 s Kulturkontakt (DE-588)4033569-0 s 1\p DE-604 Interkulturelles Management (DE-588)4343519-1 s 2\p DE-604 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=009292345&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis 1\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk 2\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk |
| spellingShingle | Usunier, Jean-Claude 1951- Marketing across cultures Entreprises multinationales - Aspect social Gestion interculturelle Marketing - Recherche - Cas, Études de Marketing international - Aspect social Marketing international - Aspect social - Cas, Études de Interkulturelle Kompetenz (DE-588)4200053-1 gnd Interkulturelles Management (DE-588)4343519-1 gnd Kulturkontakt (DE-588)4033569-0 gnd Internationales Marketing (DE-588)4125431-4 gnd |
| subject_GND | (DE-588)4200053-1 (DE-588)4343519-1 (DE-588)4033569-0 (DE-588)4125431-4 |
| title | Marketing across cultures |
| title_auth | Marketing across cultures |
| title_exact_search | Marketing across cultures |
| title_full | Marketing across cultures Jean-Claude Usunier |
| title_fullStr | Marketing across cultures Jean-Claude Usunier |
| title_full_unstemmed | Marketing across cultures Jean-Claude Usunier |
| title_short | Marketing across cultures |
| title_sort | marketing across cultures |
| topic | Entreprises multinationales - Aspect social Gestion interculturelle Marketing - Recherche - Cas, Études de Marketing international - Aspect social Marketing international - Aspect social - Cas, Études de Interkulturelle Kompetenz (DE-588)4200053-1 gnd Interkulturelles Management (DE-588)4343519-1 gnd Kulturkontakt (DE-588)4033569-0 gnd Internationales Marketing (DE-588)4125431-4 gnd |
| topic_facet | Entreprises multinationales - Aspect social Gestion interculturelle Marketing - Recherche - Cas, Études de Marketing international - Aspect social Marketing international - Aspect social - Cas, Études de Interkulturelle Kompetenz Interkulturelles Management Kulturkontakt Internationales Marketing |
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