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Exam #2
International Marketing
| Term | Definition |
|---|---|
| Culture | is the sum of values, rituals, symbols, beliefs, and thought processes that are learned and shared by a group of people, then transmitted from generation to generation. |
| Cultural Origins | geography (climate, topography, flora, fauna, and microbiology), history, technology and political economy, and social institutions (family, religion, school, media, government, and corporations). |
| Social Institutions | include family, religion, school, the media, government, and corporations. |
| Cultural Elements | Values Rituals Symbols Beliefs Thought Processes |
| Values | is an enduring belief that a specific mode of conduct or end-state of existence is personally or socially preferable to an opposite one. |
| Rituals | are patterns of behavior and interaction that are learned and repeated. |
| Symbols | Aesthetics are considered symbols. e.g., Art, folklore, music, drama, dance, dress, cosmetics, etc. |
| Beliefs | mainly stem from religious training and vary by culture. |
| Thought Processes | The ways of thinking actually vary across cultures. Thought processes impact snap judgments more than long deliberations. |
| Cultural Values Frameworks | Kluckhohn & Strodtbeck Value Orientations (1961) Rokeach Values Survey (1973) Hofstede Value Dimensions (1980) Schwartz Value Survey (1990) Trompenaar’s Cultural Dimensions (1993) The GLOBE Study (2004) |
| Hofstede Value Dimensions | Professor Geert Hofstede conducted one of the most comprehensive studies of how values in the workplace are influenced by culture. |
| Power Distance Index | the degree to which the less powerful members of a society accept and expect that power is distributed unequally. The fundamental issue here is how a society handles inequalities among people. |
| Individualism vs. Collectivism | Individualism, can be defined as a framework in which individuals are expected to take care of only themselves and their families. Collectivism can expect members of a particular group to look after them in exchange for unquestioning loyalty. |
| Masculinity/Achievement vs. Femininity/Nurturance | Masculinity represents a preference for achievement, heroism, assertiveness, and material rewards for success. Its opposite, Femininity, stands for a preference for cooperation, modesty, caring for the weak and quality of life |
| Uncertainty Avoidance Index | the degree to which the members of a society feel uncomfortable with uncertainty and ambiguity |
| Long Term Orientation vs. Short Term Orientation | Societies who score low , prefer to maintain time-honored traditions and norms while viewing societal change with suspicion. Those which score high, put efforts in modern education as a way to prepare for the future. |
| Indulgence vs. Restraint | Indulgence stands for a society that allows relatively free gratification of basic and natural human drives related to enjoying life and having fun |
| Cultural Borrowing | Learning from other cultures how to solve society’s problems. |
| Cultural Change | Cultures can change in both planned and unplanned fashions. Change is becoming increasingly more planned. |
| Degree of Cultural Adaptation | Three degrees of required adaptation: Cultural Imperatives Cultural Electives Cultural Exclusives |
| Cultural Imperatives | Business customs and expectations that must be met and conformed to or avoided. |
| Cultural Electives | Behavior or customs that foreigners may wish to conform to or participate in, but are not required. |
| Cultural Exclusives | Customs or behaviors that foreigners are barred from and must not participate in. |
| Communication Styles | High-Context: heavy dependence on nonverbal communication. Low-Context: heavy dependence on explicit, verbal communication. |
| High-Context Cultures | heavy dependence on nonverbal communication. |
| Low-Context Cultures | heavy dependence on explicit, verbal communication. |
| Monochronic Time | linear view, time is important, promptness, etc. |
| Polychronic Time | multi-tasking, involvement with individuals, etc. |
| Women in Managerial Roles | Some cultures have historically been biased against female managers |
| Corruption | The meaning of ‘corruption’ differs around world. Profits are seen as corrupt in formerly communist countries. Individualism can be seen as corrupt in collectivist cultures. |
| Bribery | Voluntarily offered payment by someone seeking unlawful advantage. |
| Lubrication | Involves a relatively small sum of cash, a gift, or a service given to a low-ranking official in a country where such offerings are not prohibited by law. |
| Extortion | Payments are extracted under duress by someone in authority from a person seeking only what they are lawfully entitled to. |
| Independent Self-Concept | “me” as a unique entity. |
| Interdependent Self-Concept | “me” as integrated in the social environment. |
| Identity | idea one has about oneself. |
| Image | how others see and judge a person. |
| Country-of-Origin | COO effects influences brand choice due to consumer ethnocentrism or consumer animosity. |
| Consumer Ethnocentrism | preferring products of the home country. |
| Consumer Animosity | is a reluctance to purchase products of a specific country because of military, political, or economic events. |
| Emotion | is the process involving the interaction of cognition and physiology (mind influences body, body influences mind). |
| 7 Universal Emotions | happiness, sadness, surprise, fear, disgust, anger, rest |
| Mental Processes | include learning, memory, language, perception, and categorization. |
| Categorization | is an essential part of social schema formation, but a negative side effect is stereotyping. |
| Stereotyping | the mental placement of people in categories. |
| Construal Level Theory | explains how psychological distance impacts individuals’ thoughts and behaviors. |
| Psychological Distance | Four different dimensions make up psychological distance: temporal, social, geographical, and hypothetical distance. This increases when something occurs farther in the future, at a more remote location, or if it is less likely to happen |
| Temporal Distance | time related |
| Social Distance | similarity/dissimilarity |
| Geographic Distance | near/far |
| Hypothetical Distance | likelihood |
| Social Cognition Theory | concerned with the way human beings interpret, analyze, and store information relevant to the social world. |
| People as Cognitive Misers | humans have a limited ability and capacity to process information (i.e., time & effort). |
| Social Schemas | summaries of the social world that enable us to quickly code and categorize new information instead of having to start over each time we encounter a new situation. |
| Stereotyping | generalized social schemas where an individual’s characteristics are ignored, and they are assumed to possess all the traits of a typical member of the relevant social category. |
| Network Theory | consists of a set of actors or nodes along with a set of ties of a specified type that link them. The ties interconnect through shared end points to form paths that indirectly link nodes that are not directly tied. |
| Networks vs. Groups | Networks do not have “natural” boundaries and they do not have to be connected. A fundamental part of the concept of group is the existence of boundaries. |
| Bounded Rationality ("Satisficing") | a human decision-making process in which we attempt to satisfice, rather than optimize |
| French Consumers | The French tend to be proud of their heritage, value aesthetics, and are more of a high-context culture. French consumers also look for product quality, and shown a greater prevalence of ad appeals focusing on engineering and workmanship. |
| Chinese & American Consumers | Chinese consumers spend more time searching for product. They rely more on personal sources of information, such as friends. American consumers tend to leverage a variety of information sources to seek information relating to their purchases. |
| South Korean Consumers | The “We” is the collectivist aspect of the Korean society which tends to be more group-oriented, nationalistic, and values group well-being over individual success. |
| Brazilian Consumers | While they tend to be brand loyal, they are not willing to splurge on their favorite brands if they are priced too high. They would rather buy small quantities or wait for sales than pay premium prices for their favorite brands. |
| Marketing Research | the systematic gathering, recording, and analyzing of data. It provides useful information for decision making. |
| International Marketing Research | is necessary as firms expand abroad, but ultimately more challenging. Information must be communicated across cultural boundaries. The application of research tools can be different in the foreign market environment. |
| Secondary Data | data that already exists and is collected for its own purposes, outside the scope of the particular research project. |
| Primary Data | new and collected specifically for the project at hand by the firm’s researchers. Primary data is pursued if secondary data leaves unanswered questions. |
| Quantitative Research | primarily concerned with facts and figures that can be quantified or counted (think “numbers”). |
| Measuring Cultural Values (Indirectly vs. Directly) | Cultural values can be measured in two ways: Indirectly (e.g., observation) Directly (e.g., questionnaires asking people to score values) Cultural values are abstract |
| Comparing Cultural Dimension Models | There are three major large-scale dimensional models: Hofstede, Schwartz, & GLOBE. Hofstede: behavioral preferences. Schwartz: guiding principles. GLOBE: perceptions of society as it is and as it should be. |
| Back Translation | The questionnaire is translated from one language to another, and then a second party translates it back into the original, and the two original language versions are compared. This process often pinpoints misinterpretations |
| Parallel Translation | In this process, more than two translators are used for the back translation. The results are compared, differences discussed, and the most appropriate translation selected. |
| Decentering Translation | A hybrid of back and parallel translation is decentering. It is a successive process of translation and retranslation of a questionnaire, each time by a different translator. |
| Estimating Market Demand | Given the greater uncertainties and data limitations associated with foreign markets, three methods of forecasting demand are particularly suitable for international marketers: Marketing Research Expert Opinions Cross-Cultural Analogy |
| Cross-Cultural Analogy | As GDP grows in Country X, so does its demand for the product. Thus, as GDP grows in Country Y, so should its demand for the product. |
Created by:
gillianladd
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