Marketing across cultures:
Gespeichert in:
| Hauptverfasser: | , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Harlow, England
Prentice Hall, Financial Times
2009
|
| Ausgabe: | Fifth edition |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | xvi, 479 Seiten Illustrationen, Diagramme |
| ISBN: | 9780273713913 |
Internformat
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| 245 | 1 | 0 | |a Marketing across cultures |c Jean-Claude Usunier, Julie Anne Lee |
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Datensatz im Suchindex
| _version_ | 1804138357778808832 |
|---|---|
| adam_text | Brief contents
Introduction xi
Acknowledgements xv
Part 1 The cultural variable in international marketing 1
Introduction to Part 1 2
1 The cultural process 3
2 Cultural dynamics 1: time and space 16
3 Cultural dynamics 2: interactions, mindsets and behaviours 37
Part 2 The integration of local consumption in a global
marketing environment 65
Introduction to Part 2 66
4 Cross-cultural consumer behaviour 68
5 Local consumers and the globalization of consumption 98
6 Cross-cultural market research 148
Part 3 Marketing decisions for the intercultural environment 183
Introduction to Part 3 184
7 Intercultural marketing strategy 186
8 Product policy 1: physical, service and symbolic attributes 220
9 Product policy 2: managing meaning 258
10 The critical role of price in relational exchange 284
11 International distribution and sales promotion 310
Part 4 Intercultural marketing communications 339
Introduction to Part 4 340
12 Language, culture and communication 342
13 Intercultural marketing communications 1: advertising 376
14 Intercultural marketing communications 2: personal selling,
networking and public relations 423
Author index 457
Subject index 468
Contents
Introduction
Acknowledgements
XI
XV
Part 1 The cultural variable in international marketing
Introduction to Part 1
1 The cultural process
1.1 Defining culture
1.2 Elements of culture
1.3 Culture and nationality
1.4 Culture and competence
1.5 Culture and social representations
Questions
References
Appendix 1: Teaching materials
A1.1 Critical incident: An old lady from Malaysia
A1.2 Critical incident: The parable
A1.3 Reading: Body rituals among the Naciremas
Appendix reference
2 Cultural dynamics 1: time and space
2.1 A model of action based on cultural assumptions
2.2 Time: cross-cultural variability
2.3 Space territoriality
2.4 Cultural borrowing and change in societies
2.5 Cultural hostility
Questions
References
Appendix 2: Teaching materials
A2.1 Cross-cultural scenario: Inshallah
A2.2 Cross-cultural interaction: Engineering a decision
A2.3 Cross-cultural interaction: Opening a medical office in Saudi Arabia
3
3
4
7
10
12
13
13
14
14
14
15
15
16
16
18
22
26
28
29
31
32
32
32
33
vi Contents
A2.4 Reading: Language and time patterns - the Bantu case 34
A2.5 Exercise: World picture test 35
Appendix references 36
3 Cultural dynamics 2: interactions, mindsets and
behaviours 37
3.1 Concept of the self and others 37
3.2 Interaction models 43
3.3 Culture-based attitudes towards action 50
3.4 How to relate thinking to action 53
3.5 Dealing with desires and feelings 54
3.6 Coping with rules 55
3.7 Cultural assumptions and actual behaviour 57
Questions 58
References 59
Appendix 3: Teaching materials 61
A3.1 Critical incident: An American in Vietnam 61
A3.2 Rationales for section A2.1 (cross-cultural scenario) and sections A2.2
and A2.3 (cross-cultural interactions) 61
Appendix references 63
Part 2 The integration of local consumption in a global
marketing environment
Introduction to Part 2
4 Cross-cultural consumer behaviour
Culture and consumer behaviour
The influence of culture on selected aspects of consumer behaviour
Investigating the cross-cultural applicability of consumer behaviour
concepts
Ethnic consumption
Marketing as an exchange of meanings
Conclusion
4.1
4.2
4.3
4.4
4.5
4.6
Questions
References
Appendix 4: Teaching materials
A4.1 Exercise: Dichter s consumption motives
A4.2 Exercise: Investigating the cross-cultural applicability of a consumer
complaint scale
A4.3 Case: Mobile phones in the European Union
A4.4 Exercise: Cross-cultural consumer behaviour and the standardization/
adaptation of service offers
A4.5 Exercise: Multidomestic versus global
Appendix references
66
68
69
74
77
80
83
85
85
85
89
90
90
95
96
97
Contents vii
5 Local consumers and the globalization of consumption 98
5.1 Free trade doctrine and the denial of cultural variety in consumers tastes 99
5.2 The global convergence of consumption patterns 101
5.3 The emergence of a global consumer culture 103
5.4 Local products and consumption experiences 106
5.5 Local consumer cultures and resistance to change 112
5.6 Emergent patterns of mixed local/global consumer behaviour 115
Questions 118
References 119
Appendix 5: Teaching materials 122
A5.1 Case: Setting the stage - Disneyland Resort Paris 122
A5.2 Case: Papa Ingvar s worries 127
A5.3 Case: McDonald s - a global cultural icon? 131
Appendix references 144
6 Cross-cultural market research 148
6.1 Local marketing institutions and infrastructures 149
6.2 Equivalence in cross-cultural research 150
6.3 Translation equivalence 154
6.4 Measure equivalence 156
6.5 Comparability of samples 160
6.6 Data-collection equivalence 163
6.7 Researching internationally 167
6.8 Conclusion 172
Questions 172
References 173
Appendix 6: Teaching materials 177
A6.1 Case: Mobile phones in the European Union 177
A6.2 Exercise: Hair shampoo questionnaire 177
Appendix reference 182
Part 3 Marketing decisions for the intercultural
environment
Introduction to Part 3
7 Intercultural marketing strategy
7.1 Cost arguments and global strategies
7.2 The globalization of competition
7.3 Globalization of international marketing strategies
7.4 Market segments
7.5 Conclusions
Questions
References
184
186
186
194
195
200
205
205
206
viii Contents
Appendix 7: Teaching materials 209
A7.1 Case: Bollywood 209
A7.2 Case: Muslim Cola - cola wars or cola crusades? 213
A7.3 Case: Odol 215
A7.4 Exercise: Dangerous Enchantment 217
Appendix references 219
8 Product policy 1: physical, service and symbolic
attributes 220
8.1 Adaptation or standardization of product attributes 221
8.2 Physical attributes 222
8.3 Service attributes 227
8.4 Symbolic attributes 233
Questions 238
References 238
Appendix 8: Teaching materials 241
A8.1 Case: Movies worldwide 241
A8.2 Case: Fastfood - Halal or Haram? 247
Appendix references 255
9 Product policy 2: managing meaning 258
9.1 National images diffused by product origin and brand name 259
9.2 Consumer product evaluation according to country of origin 261
9.3 National, international and global brands 264
Questions 274
References 275
Appendix 9: Teaching materials 279
A9.1 Exercise: Interpreting symbolic attributes 279
A9.2 Case: Soshi Sumsin Ltd 279
A9.3 Case: Derivados de Leche SA 281
Appendix references 283
10 The critical role of price in relational exchange 284
10.1 Price as a signal conveying meaning 285
10.2 Bargaining 285
10.3 Price and consumer evaluations 288
10.4 International price tactics 292
10.5 Market situations, competition and price agreements 299
10.6 Managing prices in highly regulated environments 301
Questions 303
References 304
Appendix 10: Teaching materials 306
A10.1 Case: Saito Importing Company 306
A10.2 Case: Riva International 307
A10.3 Case: Taman SA 309
A10.4 Case: AIDS - global ethics and the pricing of AIDS drugs 309
Appendix reference 309
Contents ix
11 International distribution and sales promotion
11.1 Cultural dimension of distribution channels: The case of Japanese
keiretsus
11.2 Criteria for choosing foreign distribution channels
11.3 Role of distribution as a cultural filter
11.4 Direct marketing worldwide
11.5 Sales promotion: other customs, other manners
Questions
References
Appendix 11: Teaching materials
A11.1 Case: ComputerLand in Japan
A11.2 Case: Virtual beehive - online marketing of US honey
Appendix references
310
310
317
319
322
325
328
329
332
332
333
337
Part 4 Intercultural marketing communications
Introduction to Part 4
12 Language, culture and communication
12.1 Verbal communication: the role of context
12.2 Non-verbal communication
12.3 Language shaping our world views
12.4 Ethnocentrism, stereotypes and misunderstandings in intercultural
communication
12.5 How to improve communication effectiveness in international business
Questions
References
Appendix 12: Teaching materials
A12.1 Exercise: Multicultural class
A12.2 Exercise: I love cake
A12.3 Case: Longcloud - languages in cyberspace
A12.4 Case: Supreme Canning
A12.5 Critical incident: Scandinavian Tools Company
Appendix references
13 Intercultural marketing communications 1: advertising
13.1 Influence of culture on attitudes towards advertising
13.2 Culture and advertising strategy
13.3 Culture and advertising execution
13.4 Media worldwide: technological advances and cultural convergence
13.5 The globalization of advertising
Questions
References
340
342
343
349
351
356
360
363
364
367
367
367
367
371
373
375
376
378
380
383
393
398
402
402
X Contents
Appendix 13: Teaching materials 408
A13.1 Case: BrandUSA - selling Uncle Sam like Uncle Ben s 408
A13.2 Case: Excel and the Italian advertising campaign 412
A13.3 Exercise: Borovets - a Bulgarian ski resort 414
A13.4 Exercise: Slogans and colloquial speech 415
A13.5 Case: AIDS (2) - designing a communication campaign for Mexico 416
Appendix references 421
14 Intercultural marketing communications 2: personal
selling, networking and public relations 423
14.1 Intercultural commerce 423
14.2 Networks in business markets 429
14.3 Buyer-seller interactions 431
14.4 Sales force management in a cross-cultural perspective 433
14.5 Public relations across cultures 437
14.6 Bribery: facts 439
14.7 Bribery: ethical aspects 440
Questions 446
References 447
Appendix 14: Teaching materials 450
A14.1 Case: When international buyers and sellers disagree 450
A14.2 Case: Setco of Spain 451
A14.3 Case: Union Carbide at Bhopal 452
A14.4 Case: The Brenzy nouveau has arrived! 454
Author index 457
Subject index 468
|
| adam_txt |
Brief contents
Introduction xi
Acknowledgements xv
Part 1 The cultural variable in international marketing 1
Introduction to Part 1 2
1 The cultural process 3
2 Cultural dynamics 1: time and space 16
3 Cultural dynamics 2: interactions, mindsets and behaviours 37
Part 2 The integration of local consumption in a global
marketing environment 65
Introduction to Part 2 66
4 Cross-cultural consumer behaviour 68
5 Local consumers and the globalization of consumption 98
6 Cross-cultural market research 148
Part 3 Marketing decisions for the intercultural environment 183
Introduction to Part 3 184
7 Intercultural marketing strategy 186
8 Product policy 1: physical, service and symbolic attributes 220
9 Product policy 2: managing meaning 258
10 The critical role of price in relational exchange 284
11 International distribution and sales promotion 310
Part 4 Intercultural marketing communications 339
Introduction to Part 4 340
12 Language, culture and communication 342
13 Intercultural marketing communications 1: advertising 376
14 Intercultural marketing communications 2: personal selling,
networking and public relations 423
Author index 457
Subject index 468
Contents
Introduction
Acknowledgements
XI
XV
Part 1 The cultural variable in international marketing
Introduction to Part 1
1 The cultural process
1.1 Defining culture
1.2 Elements of culture
1.3 Culture and nationality
1.4 Culture and competence
1.5 Culture and social representations
Questions
References
Appendix 1: Teaching materials
A1.1 Critical incident: An old lady from Malaysia
A1.2 Critical incident: The parable
A1.3 Reading: Body rituals among the Naciremas
Appendix reference
2 Cultural dynamics 1: time and space
2.1 A model of action based on cultural assumptions
2.2 Time: cross-cultural variability
2.3 Space territoriality
2.4 Cultural borrowing and change in societies
2.5 Cultural hostility
Questions
References
Appendix 2: Teaching materials
A2.1 Cross-cultural scenario: Inshallah
A2.2 Cross-cultural interaction: Engineering a decision
A2.3 Cross-cultural interaction: Opening a medical office in Saudi Arabia
3
3
4
7
10
12
13
13
14
14
14
15
15
16
16
18
22
26
28
29
31
32
32
32
33
vi Contents
A2.4 Reading: Language and time patterns - the Bantu case 34
A2.5 Exercise: World picture test 35
Appendix references 36
3 Cultural dynamics 2: interactions, mindsets and
behaviours 37
3.1 Concept of the self and others 37
3.2 Interaction models 43
3.3 Culture-based attitudes towards action 50
3.4 How to relate thinking to action 53
3.5 Dealing with desires and feelings 54
3.6 Coping with rules 55
3.7 Cultural assumptions and actual behaviour 57
Questions 58
References 59
Appendix 3: Teaching materials 61
A3.1 Critical incident: An American in Vietnam 61
A3.2 Rationales for section A2.1 (cross-cultural scenario) and sections A2.2
and A2.3 (cross-cultural interactions) 61
Appendix references 63
Part 2 The integration of local consumption in a global
marketing environment
Introduction to Part 2
4 Cross-cultural consumer behaviour
Culture and consumer behaviour
The influence of culture on selected aspects of consumer behaviour
Investigating the cross-cultural applicability of consumer behaviour
concepts
Ethnic consumption
Marketing as an exchange of meanings
Conclusion
4.1
4.2
4.3
4.4
4.5
4.6
Questions
References
Appendix 4: Teaching materials
A4.1 Exercise: 'Dichter's consumption motives'
A4.2 Exercise: Investigating the cross-cultural applicability of a consumer
complaint scale
A4.3 Case: Mobile phones in the European Union
A4.4 Exercise: Cross-cultural consumer behaviour and the standardization/
adaptation of service offers
A4.5 Exercise: Multidomestic versus global
Appendix references
66
68
69
74
77
80
83
85
85
85
89
90
90
95
96
97
Contents vii
5 Local consumers and the globalization of consumption 98
5.1 Free trade doctrine and the denial of cultural variety in consumers' tastes 99
5.2 The global convergence of consumption patterns 101
5.3 The emergence of a global consumer culture 103
5.4 Local products and consumption experiences 106
5.5 Local consumer cultures and resistance to change 112
5.6 Emergent patterns of mixed local/global consumer behaviour 115
Questions 118
References 119
Appendix 5: Teaching materials 122
A5.1 Case: Setting the stage - Disneyland Resort Paris 122
A5.2 Case: Papa Ingvar's worries 127
A5.3 Case: McDonald's - a global cultural icon? 131
Appendix references 144
6 Cross-cultural market research 148
6.1 Local marketing institutions and infrastructures 149
6.2 Equivalence in cross-cultural research 150
6.3 Translation equivalence 154
6.4 Measure equivalence 156
6.5 Comparability of samples 160
6.6 Data-collection equivalence 163
6.7 Researching internationally 167
6.8 Conclusion 172
Questions 172
References 173
Appendix 6: Teaching materials 177
A6.1 Case: Mobile phones in the European Union 177
A6.2 Exercise: Hair shampoo questionnaire 177
Appendix reference 182
Part 3 Marketing decisions for the intercultural
environment
Introduction to Part 3
7 Intercultural marketing strategy
7.1 Cost arguments and global strategies
7.2 The globalization of competition
7.3 Globalization of international marketing strategies
7.4 Market segments
7.5 Conclusions
Questions
References
184
186
186
194
195
200
205
205
206
viii Contents
Appendix 7: Teaching materials 209
A7.1 Case: Bollywood 209
A7.2 Case: Muslim Cola - cola wars or cola crusades? 213
A7.3 Case: Odol 215
A7.4 Exercise: Dangerous Enchantment 217
Appendix references 219
8 Product policy 1: physical, service and symbolic
attributes 220
8.1 Adaptation or standardization of product attributes 221
8.2 Physical attributes 222
8.3 Service attributes 227
8.4 Symbolic attributes 233
Questions 238
References 238
Appendix 8: Teaching materials 241
A8.1 Case: Movies worldwide 241
A8.2 Case: Fastfood - Halal or Haram? 247
Appendix references 255
9 Product policy 2: managing meaning 258
9.1 National images diffused by product origin and brand name 259
9.2 Consumer product evaluation according to country of origin 261
9.3 National, international and global brands 264
Questions 274
References 275
Appendix 9: Teaching materials 279
A9.1 Exercise: Interpreting symbolic attributes 279
A9.2 Case: Soshi Sumsin Ltd 279
A9.3 Case: Derivados de Leche SA 281
Appendix references 283
10 The critical role of price in relational exchange 284
10.1 Price as a signal conveying meaning 285
10.2 Bargaining 285
10.3 Price and consumer evaluations 288
10.4 International price tactics 292
10.5 Market situations, competition and price agreements 299
10.6 Managing prices in highly regulated environments 301
Questions 303
References 304
Appendix 10: Teaching materials 306
A10.1 Case: Saito Importing Company 306
A10.2 Case: Riva International 307
A10.3 Case: Taman SA 309
A10.4 Case: AIDS - global ethics and the pricing of AIDS drugs 309
Appendix reference 309
Contents ix
11 International distribution and sales promotion
11.1 Cultural dimension of distribution channels: The case of Japanese
keiretsus
11.2 Criteria for choosing foreign distribution channels
11.3 Role of distribution as a 'cultural filter'
11.4 Direct marketing worldwide
11.5 Sales promotion: other customs, other manners
Questions
References
Appendix 11: Teaching materials
A11.1 Case: ComputerLand in Japan
A11.2 Case: Virtual beehive - online marketing of US honey
Appendix references
310
310
317
319
322
325
328
329
332
332
333
337
Part 4 Intercultural marketing communications
Introduction to Part 4
12 Language, culture and communication
12.1 Verbal communication: the role of context
12.2 Non-verbal communication
12.3 Language shaping our world views
12.4 Ethnocentrism, stereotypes and misunderstandings in intercultural
communication
12.5 How to improve communication effectiveness in international business
Questions
References
Appendix 12: Teaching materials
A12.1 Exercise: Multicultural class
A12.2 Exercise: I 'love' cake
A12.3 Case: Longcloud - languages in cyberspace
A12.4 Case: Supreme Canning
A12.5 Critical incident: Scandinavian Tools Company
Appendix references
13 Intercultural marketing communications 1: advertising
13.1 Influence of culture on attitudes towards advertising
13.2 Culture and advertising strategy
13.3 Culture and advertising execution
13.4 Media worldwide: technological advances and cultural convergence
13.5 The globalization of advertising
Questions
References
340
342
343
349
351
356
360
363
364
367
367
367
367
371
373
375
376
378
380
383
393
398
402
402
X Contents
Appendix 13: Teaching materials 408
A13.1 Case: BrandUSA - selling Uncle Sam like Uncle Ben's 408
A13.2 Case: Excel and the Italian advertising campaign 412
A13.3 Exercise: Borovets - a Bulgarian ski resort 414
A13.4 Exercise: Slogans and colloquial speech 415
A13.5 Case: AIDS (2) - designing a communication campaign for Mexico 416
Appendix references 421
14 Intercultural marketing communications 2: personal
selling, networking and public relations 423
14.1 Intercultural commerce 423
14.2 Networks in business markets 429
14.3 Buyer-seller interactions 431
14.4 Sales force management in a cross-cultural perspective 433
14.5 Public relations across cultures 437
14.6 Bribery: facts 439
14.7 Bribery: ethical aspects 440
Questions 446
References 447
Appendix 14: Teaching materials 450
A14.1 Case: When international buyers and sellers disagree 450
A14.2 Case: Setco of Spain 451
A14.3 Case: Union Carbide at Bhopal 452
A14.4 Case: The Brenzy nouveau has arrived! 454
Author index 457
Subject index 468 |
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| id | DE-604.BV035183481 |
| illustrated | Illustrated |
| index_date | 2024-07-02T22:58:49Z |
| indexdate | 2024-07-09T21:26:55Z |
| institution | BVB |
| isbn | 9780273713913 |
| language | English |
| lccn | 2008038953 |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-016990201 |
| oclc_num | 302062180 |
| open_access_boolean | |
| owner | DE-739 DE-703 DE-1050 DE-945 DE-92 DE-B170 DE-634 DE-526 DE-2070s DE-19 DE-BY-UBM DE-1043 DE-824 DE-473 DE-BY-UBG |
| owner_facet | DE-739 DE-703 DE-1050 DE-945 DE-92 DE-B170 DE-634 DE-526 DE-2070s DE-19 DE-BY-UBM DE-1043 DE-824 DE-473 DE-BY-UBG |
| physical | xvi, 479 Seiten Illustrationen, Diagramme |
| publishDate | 2009 |
| publishDateSearch | 2009 |
| publishDateSort | 2009 |
| publisher | Prentice Hall, Financial Times |
| record_format | marc |
| spelling | Usunier, Jean-Claude 1951- Verfasser (DE-588)11353227X aut Marketing across cultures Jean-Claude Usunier, Julie Anne Lee Fifth edition Harlow, England Prentice Hall, Financial Times 2009 xvi, 479 Seiten Illustrationen, Diagramme txt rdacontent n rdamedia nc rdacarrier Gesellschaft Interkulturelle Kommunikation Multinationales Unternehmen Export marketing Social aspects International business enterprises Social aspects Intercultural communication Internationales Marketing (DE-588)4125431-4 gnd rswk-swf Interkulturelle Kompetenz (DE-588)4200053-1 gnd rswk-swf Kulturkontakt (DE-588)4033569-0 gnd rswk-swf Interkulturelles Management (DE-588)4343519-1 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 Lee, Julie Anne Verfasser (DE-588)1135308276 aut HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=016990201&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- Lee, Julie Anne Marketing across cultures Gesellschaft Interkulturelle Kommunikation Multinationales Unternehmen Export marketing Social aspects International business enterprises Social aspects Intercultural communication Internationales Marketing (DE-588)4125431-4 gnd Interkulturelle Kompetenz (DE-588)4200053-1 gnd Kulturkontakt (DE-588)4033569-0 gnd Interkulturelles Management (DE-588)4343519-1 gnd |
| subject_GND | (DE-588)4125431-4 (DE-588)4200053-1 (DE-588)4033569-0 (DE-588)4343519-1 |
| title | Marketing across cultures |
| title_auth | Marketing across cultures |
| title_exact_search | Marketing across cultures |
| title_exact_search_txtP | Marketing across cultures |
| title_full | Marketing across cultures Jean-Claude Usunier, Julie Anne Lee |
| title_fullStr | Marketing across cultures Jean-Claude Usunier, Julie Anne Lee |
| title_full_unstemmed | Marketing across cultures Jean-Claude Usunier, Julie Anne Lee |
| title_short | Marketing across cultures |
| title_sort | marketing across cultures |
| topic | Gesellschaft Interkulturelle Kommunikation Multinationales Unternehmen Export marketing Social aspects International business enterprises Social aspects Intercultural communication Internationales Marketing (DE-588)4125431-4 gnd Interkulturelle Kompetenz (DE-588)4200053-1 gnd Kulturkontakt (DE-588)4033569-0 gnd Interkulturelles Management (DE-588)4343519-1 gnd |
| topic_facet | Gesellschaft Interkulturelle Kommunikation Multinationales Unternehmen Export marketing Social aspects International business enterprises Social aspects Intercultural communication Internationales Marketing Interkulturelle Kompetenz Kulturkontakt Interkulturelles Management |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=016990201&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| work_keys_str_mv | AT usunierjeanclaude marketingacrosscultures AT leejulieanne marketingacrosscultures |