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InternationalMarketing
MKT630
VU
Lesson
# 14
INTERNATIONAL
CULTURAL
AND
SOCIAL
ENVIRONMENTS
Defining
Culture
Nation
as a definition of society:
A
society can be defined on a
variety of parameters,
regional,linguistic, ethnic,
religiousetc. Nation is
a
more
useful definition of a
societyfor international
marketing perspective due to the following
reasons;
Businessemploys,
sells to, buys from, is
regulated by and is owned by
people
Humandifferences give
rise to differentbusiness practices in
variousparts of the
world
Nation is
useful definition of
society
similarity
among people is cause and an effect of
national boundaries
lawsapply
primarily alongnational
lines
Within
a nation
People
share essential attributes perpetuated
through rites and symbols of nationhood -
flags,
parades,rallies,
common history
Nationmay
include various subcultures / groups and
is legitimized by beingmediator
of
differentinterests
Nationcomprises
people whoseattributes vary
widely,usually some
characteristicsdominate
whichinfluence
how business is conducted
Theconcept
of culture:
Is
the collection of values, beliefs, rules,
behaviors, customs,
attitudes,institutions
andartifacts
thatcharacterize
human population
Characteristics
of culture:
learnedpatterns
of behavior common to members of a
givensociety
elements
of culture
areinterrelated
it
is adaptive
defines
membership of the society
Elements
of a culture:
Theelements
of a culture thatdefine it
are in the following;
Social
structure describes a culture
individualsand
their attitudes,families,
groups
socialstratification,
and
socialmobility
across the social/economic
stratas
Language
is a cultural mirror (words and
discourses and their use and
meaning in a particular
culture)
Communication
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InternationalMarketing
MKT630
VU
low
context vs high context cultures
nonverbalcommunication
constitutes over 80% of a social
communication
giftgiving
& hospitality
Attitudes
& beliefs
Attitudesand
beliefs also varyacross
culture on variousaspects.
Some of the keycultural
aspects
of
attitudes are
givenbelow;
attitudestowards:
·
time
·
work
& leisure
·
achievement
·
change
·
jobs
·
religion
·
aesthetics
·
moral
/ ethical issues
·
othercultures
& races
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Table of Contents:
- OVERVIEW OF INTERNATIONAL MARKETING:Domestic marketing, Multinational marketing, Globalization of markets
- INETRNATIONAL MARKETING PROCESS:Situation Analysis, Implementation and Control, Relationship
- INETRNATIONAL MARKETING PROCESS:The Product Concept, The Societal Marketing Concept
- INETRNATIONAL MARKETING PROCESS
- ENGAGING IN INETRNATIONAL MARKETS:Expansion of technology, Merchandize export and import
- INTERNATIONAL TRADE & INVESTMENT THEORIES:Theory of Comparative Advantage, Country Similarity Theory
- INTERNATIONAL TRADE & INVESTMENT THEORIES:Global Strategic Rivalry Theory,
- INTERNATIONAL MARKETING INFORMATION REQUIREMENTS:Foreign exchange info
- INTERNATIONAL MARKETING INFORMATION REQUIREMENTS:The Product
- FOREIGN NATIONAL ENVIRONMENTS:Political systems in the world, Political risks in international markets
- FOREIGN NATIONAL ENVIRONMENTS:Types of legal systems,
- FOREIGN NATIONAL ENVIRONMENTS:Conciliation, Mediation, Global relevance
- ROLE OF GOVERNMENTS IN INTERNATIONAL MARKETS:Industry-level needs, Promotion of exports by governments
- INTERNATIONAL CULTURAL AND SOCIAL ENVIRONMENTS:The concept of culture, Attitudes & beliefs,
- INTERNATIONAL CULTURAL AND SOCIAL ENVIRONMENTS:Culture is a human medium
- DETERMINING EXPORT POTENTIAL IN INTERNATIONAL MARKETS:Political Environment
- DETERMINING EXPORT POTENTIAL IN INTERNATIONAL MARKETS:Product Potential
- INTERNATIONAL MARKETING RESEARCH PROCESS:market structure, Implementing the research plan
- INTERNATIONAL MARKETING RESEARCH PROCESS:Identify alternative information sources
- INTERNATIONAL MARKETING RESEARCH PROCESS:Issues with primary global research:
- INTERNATIONAL MARKETING RESEARCH PROCESS:Problems with data, Comparative Analysis
- MODES OF ENTRY INTO INTERNATIONAL MARKETS:Export intermediaries, Export and import management
- MODES OF ENTRY INTO INTERNATIONAL MARKETS:Licensing contract, Licensing risks
- MODES OF ENTRY INTO INTERNATIONAL MARKETS:The franchiser’s balance,
- MODES OF ENTRY INTO INTERNATIONAL MARKETS:Forms of countertrade, Specialized entry modes
- MODES OF ENTRY INTO INTERNATIONAL MARKETS:Demand factors, Political factors
- MODES OF ENTRY INTO INTERNATIONAL MARKETS:Drivers behind successful joint ventures
- MODES OF ENTRY INTO INTERNATIONAL MARKETS:Distribution agreements, Critical mass & optimism traps
- INTERNATIONAL STRATEGIC ALLIANCES:Impetus for international alliances, Management of strategic alliances
- INTERNATIONAL CONSUMER MARKETS:Model of Consumer BehaviorThe Buyer Decision Process
- INTERNATIONAL BUSINESS MARKETS:Nature of buying unit, Major influences on international business buyers
- INTERNATIONAL TARGET MARKETING:Market segmentation, Market positioning
- INTERNATIONAL MARKET SEGMENTATION:Geographic, Behavioral, Situational factors
- INTERNATIONAL MARKET SEGMENTATION:Basis for country segmentation, Stages of economics development
- INTERNATIONAL MARKET SEGMENTATION:Cultural Variables,
- INTERNATIONAL MARKET SEGMENTATION:Market coverage strategy, Socio-economic variables
- INTERNATIONAL MARKETING MIX - PRODUCT POLICY:Individual product decisions, Branding
- INTERNATIONAL MARKETING MIX – PRODUCT POLICY:
- INTERNATIONAL MARKETING MIX - PRODUCT POLICY:Modular Approach
- INTERNATIONAL MARKETING MIX – PRODUCT POLICY:Issues in labeling, Pricing, Distribution
- INTRODUCING NEW PRODUCTS IN INTERNATIONAL MARKETS:The new product development process
- PRICING IN INTERNATIONAL MARKETS:Factors influencing international pricing,
- ITERNATIONAL MARKETING CHANNELS:Channel membership, Vertical marketing, Control over distribution
- PROMOTING IN INTERNATIONAL MARKETS:Advertising, Direct marketing, Public Relationing
- REVISION