Flashcards in Exam 1 Deck (44)
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1
-a process
“it takes time.” To become global or transform marketing into a global environment to have to integrate the market
Globalization
2
“a result of the process” bringing markets together. The more you get together the more you know about each other which increases acceptability
convergence
3
unifying cultures” cultures coming together
cross-cultural
4
economic
financial
market
political
cultural
Types of globalization
5
o Combines “promotion” and “selling”
- They become interdependent as the marketer moves from market to market.
globalization of marketing
6
♣ Ex. A hedgehog know everything about one great thing a fox knows many things about many great things.
♣ Fox- when markets change they adapt
♣ Hedgehog- you know so much about the market to become the most efficient allowing you in turn to offer a product at the lowest possible price (very valued oriented, best product for the lowest price)
o Independent vs. non-independent economies (fox vs. hedgehog)
7
♣ Ex. L’Oreal has 4 different facial creams in china because there are 4 different climates that effect the skin in different ways.
o Multinational vs. global corporations
8
♣ Marketers must know what consumers need before the consumers know what they need
♣ “latent marketing” ex. Apple is creating products that we don’t even know about/ know we need
A new marketing concept
9
♣ customization is different areas have different needs so you have to modify the product for different locations
the global corporation vs. customization
10
♣ chemicals, steel, sugars, calculators, PC’s etc. (“sugar is sugar no matter where you go”)
products for homogeneous markets
11
♣ If you don’t have an attitude one will be formed, if you already have an attitude and it is adverse it will be changed.
cultural attitudes
12
♣ Acceptable behaviors
♣ Ex. Joining a frat it is expected that you will be hazed
cultual norms
13
"how people live"
♣ Holidays. Christmas is celebrated more by Americans than it is in Europe. Easter is celebrated more in Europe
cultural activités
14
o “I” reflects individualism
♣ Aristotle
♣ Does not wait for everyone to be on board
♣ Low context culture
♣ North western societies
o “we” reflects collectivism
♣ Plato
♣ “the whole is more important than the part”
♣ the interest of the group exceeds the interest of the individual
♣ south eastern hemisphere
I to we
15
♣ history and geography
♣ social institutions and the political economy
origins of culture
16
♣ Ex: Chinese people think china is the center of the universe which has effected their attitude on the way they think about china
cultures behaviors and attitudes
17
Culture is not hereditary. It is learned in a formal(school) and informal (observing surroundings and others) way
Learned through Family, education institutions, media, faith
culture is learned and shared
18
♣ the faster the culture evolves the greater the economic development
How culture affects management
cultures evolve
19
♣ Its is a threat because it means you buy local
♣ Ex: when GM was about the go bankrupt people bought their cars so they didn’t go out of business
o Ethnocentrism
20
♣ Affect consumption
♣ Ex: hummus is not allowed in Israeli during pass over
social norms
21
o A great way to test your product in a foreign market
o Ex; if you’re shipping something to brazil and the packaging is purple you will have to change the color because in brazil purple is a sad color
export marketing
22
o Power distance
♣ How people view hierarchy
o Uncertainty avoidance
♣ How people avoid risk
o Individualism vs. collectivism
o Masculinity vs femininity
♣ Men are more aggressive and wealth oriented
♣ Woman are relationship oriented
- The Hofstede Model (4 cultural dimensions)
23
♣ Agenda, want to know exactly what they’re doing
♣ Relationship, focus more on trust
agenda vs. relationship focused
24
♣ Expressive; Americans
♣ Reserved; Japanese (very silent and observational. Respond through facial expressions)
expressive vs reserved communication
25
♣ Language and culture are inseparable (ex. Italians can not talk without moving their hands)
linguistic
26
♣ Physical distance that people prefer to keep from each other (brazil people like to get close to you, Americans like personal space)
concept of space
27
♣ Do not judge others on your own standards
♣ Cultural differences in communication
self referencing
28
♣ Decision making varies in different cultures
consumer purchasing behavior
29
o Avoid cultural bias
o Develop cultural sensitivity
o Become acculturated
on cultural attitudes
30
