Marketing Across Cultures

by Usunier, Jean-Claude; Lee, Julie

• ISBN13: 9780273685296
• ISBN10: 0273685295
• Edition: 5th
• Format: Paperback
• Copyright: 2009-01-01
• Publisher: Pearson College Div

Summary

Back Cover Copy-Usunier "This book is noteworthy in its content and approach as well as in generating class discussion on intercultural marketing relations, exchange, and communications. With the diversity in world markets and the importance of having locally-specific understanding of markets and consumers, it is a welcome resource for teaching students who can either relate it to their own intercultural experiences or who have never had intercultural experiences themselves." Guuml;liz Ger, Professor of Marketing, Faculty of Business Administration,Bilkent University, Turkey International marketing relationships have to be built on solid foundations. Transaction costs in international trade are high-only a stable and firmly established link between business people can enable them to overcome disagreements and conflicts of interest. Marketing Across Cultures, 4e uses a successful two-stage cultural approach to explore International Marketing. A cross-cultural approach which compares marketing systems and local commercial customs in various countries An inter-cultural approach which studies the interaction between business peoples of different national cultures "I used Marketing Across Cultures in courses in five different countries with students from more than 35 nations. The book provides a stimulating view on international marketing issues and at the same time allows in an excellent way to sensitize and train students for intercultural work, which has become the norm for most medium-sized and large companies." Prof. Dr. Hartmut H. Holzmuuml;ller., Chair of Marketing Universityof Dortmund, Germany Invaluable to all undergraduate, postgraduate and MBA students studying International Marketing and for marketing practitioners who wish to improve their cultural awareness, Marketing Across Cultures, 4e is essential reading. New to This EDITION! Rewritten extensively in an effort to make the book as accessible as possible, co-AUTHOR Julie Lee from Australia helps bring a Euro-Australasian perspective to the table. New materials includes: The internet revolution and its impact on international marketing Additional web references that allow in-DEPTH and updated access to cultural and business information New cases with web-based references, including Muslim Cola (Chapter 6), Bollywood (Chapter 8), BrandUSA: Selling Uncle Sam Like Uncle Ben's? (Chapter 14) and more! To access the robust web materials go to: www.booksites.net/usunier. Jean-Claude Usunier is a professor of Marketing and International Business at the University of Lausanne Graduate School of Commerce (HEC) and at the University Louis-Pasteur (Strasbourg, France). Julie Lee is a Senior Lecturer in Marketing at the Graduate School of Management, University of Western Australia.

Table of Contents

Introduction: Marketing in the global villages	xv
Acknowledgements	xix
Part 1 The cultural variable in international marketing	1	(82)
Introduction to Part 1	2	(2)
The cultural process	4	(17)
Defining culture	4	(2)
Elements of culture	6	(3)
Culture and nationality	9	(4)
Culture and competence	13	(2)
Culture and social representations	15	(6)
Questions	16	(1)
Notes	17	(1)
References	17	(2)
Appendix 1: Teaching materials	19	(1)
Critical incident: An old lady from Malaysia	19	(1)
Critical incident: The parable	19	(1)
Reading: Body rituals among the Naciremas	20	(1)
Cultural dynamics 1: Time and space	21	(29)
A model of action based on cultural assumptions	21	(2)
Time: Cross-cultural variability	23	(6)
Space	29	(6)
Cultural borrowing and change in societies	35	(3)
Cultural hostility	38	(12)
Questions	40	(2)
Notes	42	(1)
References	42	(3)
Appendix 2: Teaching materials	45	(1)
Cross-cultural scenario: Inshallah	45	(1)
Cross-cultural interaction: Engineering a decision	45	(1)
Cross-cultural interaction: Opening a medical office in Saudi Arabia	46	(1)
Reading: Language and time patterns: The Bantu case	47	(1)
Exercise: World picture test	48	(2)
Cultural dynamics 2: Interactions, mindsets and behaviours	50	(33)
Concept of the self and others	50	(6)
Interaction models	56	(8)
Culture-based attitudes towards action	64	(4)
How to relate thinking to action	68	(2)
Dealing with desires and feelings	70	(2)
Coping with rules	72	(3)
Cultural assumptions and actual behaviour	75	(8)
Questions	77	(1)
Notes	78	(1)
References	78	(3)
Appendix 3: Teaching materials	81	(1)
Critical incident: An American in Vietnam	81	(1)
Rationales for A2.1 (cross-cultural scenario) and sections A2.2 and A2.3 (cross-cultural interactions)	81	(2)
Part 2 The integration of local consumption in a global marketing environment	83	(132)
Introduction to Part 2	84	(2)
Cross-cultural consumer behaviour	86	(32)
Culture and consumer behaviour	88	(5)
The influence of culture on selected aspects of consumer behaviour	93	(3)
Investigating the cross-cultural applicability of consumer behaviour concepts	96	(4)
Ethnic consumption	100	(2)
Marketing as an exchange of meanings	102	(3)
Conclusion	105	(13)
Questions	105	(1)
Notes	105	(1)
References	106	(5)
Appendix 4: Teaching materials	111	(1)
Exercise: `Ditcher's consumption motives'	111	(1)
Exercise: Investigating the cross-cultural applicability of a consumer complaint scale	112	(1)
Case: Mobile phones in the European Union	112	(3)
Exercise: Cross-cultural consumer behaviour and the standardization/adaptation of service offers	115	(1)
Exercise: Multidomestic versus Global	116	(2)
Local consumers and the globalization of consumption	118	(37)
Free trade doctrine and the denial of cultural variety in consumers' tastes	119	(2)
The global convergence of consumption patterns	121	(2)
The emergence of a global consumer culture	123	(3)
Local products and consumption experiences	126	(5)
Local consumer cultures and resistance to change	131	(4)
Emergent patterns of a mixed local/global consumer behaviour	135	(20)
Questions	138	(1)
Notes	139	(1)
References	140	(5)
Appendix 5: Teaching materials	145	(1)
Case: Setting the stage -- Disneyland Resort Paris	145	(5)
Case: Papa Ingvar's worries	150	(5)
The convergence of marketing environments worldwide	155	(26)
Local marketing environments	155	(4)
Marketing: Borrowed concepts and practices	159	(3)
Regional convergence	162	(1)
A diverse marketing environment: The European Union	163	(5)
A changing marketing environment: Eastern Europe	168	(3)
A challenging marketing environment: East Asia	171	(2)
Limitations to the worldwide convergence of marketing environments	173	(8)
Questions	174	(1)
Note	174	(1)
References	174	(3)
Appendix 6: Teaching materials	177	(1)
Case: Muslim Cola: Cola wars or cola crusades?	177	(2)
Case: Odol	179	(2)
Cross-cultural market research	181	(34)
Equivalence in cross-cultural research	182	(3)
Translation equivalence	185	(4)
Measure equivalence	189	(3)
Comparability of samples	192	(2)
Data-collection equivalence	194	(4)
Researching internationally	198	(4)
Conclusion	202	(13)
Questions	203	(1)
Notes	203	(2)
References	205	(4)
Appendix 7: Teaching materials	209	(1)
Case: Mobile phones in the European Union	209	(1)
Exercise: Hair shampoo questionnaire	209	(6)
Part 3 Marketing decisions for the intercultural environment	215	(156)
Introduction to Part 3	216	(2)
Intercultural marketing strategy	218	(30)
Cost arguments and global strategies	218	(7)
The globalization of competition	225	(2)
Globalization of international marketing strategies	227	(4)
Market segments	231	(5)
Conclusion	236	(12)
Questions	236	(1)
References	236	(5)
Appendix 8: Teaching materials	241	(1)
Case: Bollywood	241	(4)
Exercise: Dangerous Enchantment	245	(3)
Product policy 1: Physical, service and symbolic attributes	248	(37)
Adaptation or standardization of product attributes	249	(1)
Physical attributes	250	(5)
Service attributes	255	(6)
Symbolic attributes	261	(24)
Questions	266	(1)
Notes	266	(2)
References	268	(4)
Appendix 9: Teaching materials	272	(1)
Case: Movies worldwide	272	(5)
Case: Fastfood: Halal or Haram?	277	(8)
Product policy 2: Managing meaning	285	(31)
National images diffused by the product's origin and by its brand name	286	(2)
Consumer product evaluation according to country of origin	288	(6)
National, international and global brands	294	(22)
Questions	304	(1)
Notes	305	(2)
References	307	(5)
Appendix 10: Teaching materials	312	(1)
Exercise: Interpreting symbolic attributes	312	(1)
Case: Soshi Sumsin Ltd	312	(2)
Case: Derivados de Leche SA	314	(2)
The critical role of price in relational exchange	316	(25)
Price as a signal conveying meaning	316	(1)
Bargaining	317	(2)
Price and consumer evaluations	319	(5)
International price tactics	324	(6)
Market situations, competition and price agreements	330	(2)
Managing prices in highly regulated environments	332	(9)
Questions	334	(1)
References	335	(2)
Appendix 11: Teaching materials	337	(1)
Case: Saito Importing Company	337	(1)
Case: Riva International	338	(2)
Case: Taman SA	340	(1)
Case: AIDS -- Global ethics and the pricing of AIDS drugs	340	(1)
International distribution and sales promotion	341	(30)
The cultural dimensions of distribution channels: The case of Japanese Keiretsus	341	(7)
Criteria for choosing foreign distribution channels	348	(2)
The role of distribution as a `cultural filter'	350	(3)
Direct marketing worldwide	353	(3)
Sales promotion: Other customs, other manners	356	(15)
Questions	360	(1)
References	361	(3)
Appendix 12: Teaching materials	364	(1)
Case: ComputerLand in Japan	364	(1)
Case: The virtual beehive: The online marketing of US honey	365	(6)
Part 4 Intercultural marketing communications	371	(177)
Introduction to Part 4	372	(2)
Language, culture and communication	374	(35)
Verbal communication: The role of context	375	(5)
Non-verbal communication	380	(3)
Language shaping our world-views	383	(5)
Ethnocentrism, stereotypes and misunderstandings in intercultural communication	388	(4)
How to improve communication effectiveness in international business	392	(17)
Questions	395	(1)
Notes	396	(2)
References	398	(2)
Appendix 13: Teaching materials	400	(1)
Exercise: Multicultural class	400	(1)
Exercise: I `love' cake	400	(1)
Case: Longcloud -- Languages in cyberspace	400	(5)
Case: Supreme Canning	405	(1)
Critical incident: Scandinavian Tools Company	406	(3)
Intercultural marketing communications 1: Advertising	409	(48)
Influence of culture on attitudes towards advertising	411	(2)
Culture and advertising strategy	413	(3)
Culture and advertising execution	416	(9)
Media worldwide: Technological advances and cultural convergence	425	(6)
The globalization of advertising	431	(26)
Questions	435	(1)
Notes	436	(1)
References	436	(7)
Appendix 14: Teaching materials	443	(1)
Case: BrandUSA -- Selling Uncle Sam like Uncle Ben's	443	(4)
Case: Excel and the Italian advertising campaign	447	(2)
Exercise: Borovets -- a Bulgarian ski resort	449	(1)
Exercise: Slogans and colloquial speech	450	(1)
Case: AIDS (2) -- Designing a communication campaign for Mexico	451	(6)
Intercultural marketing communications 2: Personal selling, networking and public relations	457	(37)
Intercultural commerce	457	(6)
Networks in business markets	463	(2)
Buyer-seller interactions	465	(2)
Sales force management in a cross-cultural perspective	467	(5)
Public relations across cultures	472	(2)
Bribery: Facts	474	(3)
Bribery: Ethical aspects	477	(17)
Questions	483	(1)
Notes	484	(1)
References	484	(3)
Appendix 15: Teaching materials	487	(1)
Case: When international buyers and sellers disagree	487	(1)
Case: Setco of Spain	488	(1)
Case: Union Carbide at Bhopal	489	(2)
Case: The Brenzy nouveau has arrived!	491	(3)
Intercultural marketing negotiations 1: People, trust and tasks	494	(40)
The dynamics of trust in relational marketing	495	(3)
The influence of culture on marketing negotiations	498	(2)
Behavioural predispositions of the parties	500	(4)
Underlying concepts of negotiation and negotiation strategies	504	(6)
Time-based misunderstandings in international marketing negotiations	510	(3)
Cultural misunderstandings during the negotiation process	513	(4)
Differences in outcome orientation: Oral versus written agreements as a basis for trust between the parties	517	(17)
Questions	522	(1)
Notes	522	(1)
References	523	(4)
Appendix 16: Teaching materials	527	(1)
Case: McFarlane Instruments	527	(1)
Negotiation game: Kumbele Power Plant	528	(4)
Case: Doing business in China -- A failure in getting paid	532	(2)
Intercultural marketing negotiations 2: Some elements of national styles of business negotiation	534	(14)
Orientals	534	(3)
Western styles	537	(2)
Negotiation styles in other areas of the world	539	(3)
Some basic rules for international marketing negotiations	542	(6)
Questions	542	(1)
References	543	(2)
Appendix 17: Teaching materials	545	(1)
Case: Tremonti SpA	545	(3)
Postscript	548	(2)
Author Index	550	(17)
Subject Index	567