chapter 4 cultural environment

chapter 4 cultural environment - CHAPTER 4 POTENTIAL MARKET...

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LOGO POTENTIAL MARKET ASSESSMENT CULTURAL ENVIRONMENT CHAPTER 4 INTERNATIONAL MARKETING
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LOGO Contents Influence of culture on international marketing Cultural environment “ Managing” the cultural environment
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LOGO The focus question What cultural dimensions are particularly relevant for our served product market(s), how are they shaped in the geographic markets under consideration, and how do they influence the attractiveness of those markets?
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LOGO Influence of culture on international marketing People’s subjective perceptions of reality depend on their cognitions and cognitive structures, which they have acquired to a great extent through experience during enculturation and acculturation. What is Enculturation? What is Acculturation?
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LOGO “ Managing” the cultural environment Global vs local cultural Cultural imperialism Agent of change Marketing’s influence on culture Adapting to cultural differences
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LOGO Adapting to cultural differences Marketing practices in a country are culturally
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This note was uploaded on 05/11/2010 for the course BUSINESS S 380 taught by Professor Terryryan during the Summer '10 term at Winthrop.

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chapter 4 cultural environment - CHAPTER 4 POTENTIAL MARKET...

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