Checklist Study Guide 2

Checklist Study Guide 2 - International Marketing Laundry...

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International Marketing Laundry detergent billboard o The Eastern vs. Western advertising o Western “Atomistic”—broken down to smallest component parts “Unique selling propositions” “How to” Positioning May be “dull and boring” “Copy focused” Individual benefit and pleasure o Asian Holistic “Everything relates to everything else” How things “fit together” and “relate” Visual and oral Collective values Language o High vs. Low-Context Languages How precisely does language delineate what is being said? Language information conveyors: subjects, objects, tense, gender, singularity Language richness (words with meanings of different shades) o Writing Patterns English Straight to the point; conciseness valued; theme expressed Romance Detours are expected to maintain interest and politeness Judaic “But that’s another story” Asian Going in circles to avoid as being perceived as overly assertive or causing loss of face o Deliberate ambiguity vs. specificity Example Hai o Yes, I agree o Yes, I hear what you are saying o I hear you are saying something 1
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Cross-Cultural Negotiations o Verbal vs. non-verbal concessions Non-verbal messages What the other side is likely to hear (or fail to hear) Background of individual Within the given society (ethnic issues) Within the company Within the negotiating group o Timing of concessions ?????? o Negotiation Content Non-task sounding Task-related exchange information Persuasion Concessions and agreements Eastern vs. Western Culture o Tendencies in Perceived Control over Reality World is not generally seen as predictable Trends aren’t expected to continue Individual has little control over the world o Perceived in impact on effort on performance Outcome is believed to be tied to effort, not individual skill International Trade o Exchange rates—impact and how they are set Floating (based on supply and demand) Prices of different currencies move up and down based on the demand for and supply of each currency Appreciation and depreciating a currency affect the prices of a country’s goods Fixed Where a currency’s value is matched to the value of another currency, or to another measure of value, such as gold Trade balances and their impact on exchange rates Imports tend to depreciate the value of that country’s currency o Influences on exchange rates Trade deficit vs. trade surplus Demand for foreign currency to fund this vs. demand for country’s currency Interest rates Higher interest rates (real) attract foreign investors 2
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o Especially for “stable” U.S. bonds and equities Inflation Reduces the attractiveness of holding the currency o Nominal vs. purchasing power parity adjusted exchange rates ???? o
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Checklist Study Guide 2 - International Marketing Laundry...

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