Cultural Dynamics in Assessing Global Markets

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Chapter 4 – Cultural Dynamics in Assessing Global Markets 1. Why should a foreign marketer be concerned with the study of culture? A marketer who is aware of cultural factors and influence is better able to handle business transactions and plan strategically to maximize profits. 2. Discuss the three cultural change strategies a foreign marketer can pursue. Culturally congruent strategy: marketing products similar to ones already sold in market in a way that goes along with existing cultural norms o Strategy of planned change: deliberately trying to change the aspects of a culture that would give resistance to product o Strategy of unplanned change: introducing an innovation and then waiting for cultural change that would cause acceptance of the innovation 3. What is the importance of “cultural empathy” to the foreign marketer? How does he or she acquire “cultural empathy?” CULTURAL SENSITIVITY allows him to see objectivity and appreciate another culture. Can become culturally sensitive by studying the culture and living with in it. Hiring experts is also a method to help avoid any problems. 4. What are some particularly troublesome problems caused by language in foreign marketing? Discuss. The differences in tongues, Idiomatic interpretations mean something different than what marketer intended Chapter 5 – Culture, Management Style, and Business Systems 5. Suggest ways in which persons might prepare themselves to handle unique business customs that may be encountered in a trip abroad. (a) Learn all about foreign cultures by reading, visiting with foreigners and those who have traveled or lived in the countries he will visit. (b) Condition and sensitize by projecting into possible situations and analyzing learned belief patterns. (c) Seek advice from consultant, ambassador, and others who can provide professional guidance. 6. Why is it
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