International Marketing Assignment
International Marketing Assignment
International Marketing Assignment
QUESTIONS:
1. Define the key terms listed above.
a. Culture it is the sum of the values, rituals, symbols, beliefs, and thought
processes that are learned and shared by a group of people, then
transmitted from generation to generation.
b. Social Institutions including family, religion, school, the media,
government, and corporations all affect the ways in which people relate to
one another, organize their activities to live in harmony with one another,
teach acceptable behavior to succeeding generations, and govern
themselves.
c. Cultural Values Underlying the cultural diversity that exists among
countries are fundamental differences in cultural values, that is, the
importance of things and ideas.
d. Rituals patterns of behavior and interaction that is learned and
repeated.
e. Linguistic Distance is proving useful to marketing researchers in
market segmentation and strategic entry decisions. It has been shown to
be an important factor in determining differences in values across
countries and the amount of trade between countries.
f. Aesthetics that is, its arts, folklore, music, drama, dance, dress, and
cosmetics.
g. Cultural Sensitivity being attuned to the nuances of culture so that a
new culture can be viewed objectively, evaluated, and appreciated.
Cultural empathy must be carefully cultivated.
segment but a man and wife together for the French-speaking segments
of the population, because the latter are traditionally more closely bound
by family ties.
12. Marketers are the result of the three-way interaction of marketers efforts,
economic conditions, and all other elements of the culture. Comment.
13. What are some particularly troublesome problems caused by language in foreign
marketing? Discuss.
14. Suppose you were asked to prepare a cultural analysis for a potential market.
What would you do? Outline the steps and comment briefly on each.
15. Cultures are dynamic. How do they change? Are there cases in which changes
are not resisted but actually preferred? Explain. What is the relevance to
marketing?
The fact that cultural change is constant seems paradoxical, because
another important attribute of culture is that it is conservative and resists
change. The dynamic character of culture is significant in assessing new
markets even though changes face resistance. Societies change in a
variety of ways. Some have change thrust upon them by war (for example,
the changes in Japan after World War II) or by natural disaster. More
frequently, change is a result of a society seeking ways to solve the
problems created by changes in its environment. One view is that culture
is the accumulation of a series of the best solutions to problems faced in
common by members of a given society. In other words, culture is the
means used in adjusting to the environmental and historical components
of human existence.
16. How can resistance to cultural change influent in product introduction? Are there
any similarities in domestic marketing? Explain, giving examples.
17. Innovations are described as either functional or dysfunctional. Explain and give
examples of each.
18. Defend the preposition that a multinational corporation has no responsibility for
the consequences of an innovation, such as the products safety, performance,
and so forth.
19. Find a product whose introduction into a foreign culture may cause dysfunctional
consequences and describe how the consequences might be eliminated and the
product still profitably introduced.