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BK

5th ed.

Harlow, England : Pearson Education, 2009

xvi, 479 s. : il. ; 25 cm

ISBN 978-0-273-71391-3 (brož.)

Obsahuje bibliografické odkazy a rejstřík

000177353

Foreword xiii // Preface xv // Guided Tour xvii // Acknowledgements xix // Introduction xxi // Part 1 The cultural variable in international marketing 1 // Introduction to Part 1 2 // 1 The cultural process 3 // 1.1 Defining culture 3 // 1.2 Elements of culture 4 // 1.3 Culture and nationality 7 // 1.4 Culture and competence 10 // 1.5 Culture and social representations 12 // Questions 13 // References 13 // Appendix 1: Teaching materials 14 // A1.1 Critical incident: An old lady from Malaysia 14 // A1.2 Critical incident: The parable 14 // A1.3 Rading: Body rituals among the Naciremas 15 // Appendix references 15 // 2 Cultural dynamics 1: time and space 16 // 2.1 A model of action based on cultural assumptions 16 // 2.2 Time: cross-cultural variability 18 // 2.3 Space territoriality 22 // 2.4 Cultural borrowing and change in societies 26 // 2.5 Cultural hostility 28 // Questions 29 // References 31 // Appendix 2: Teaching materials 32 // A2.1 Cross-cultural scenario: Inshallah 32 // A2.2 Cross-cultural interaction: Engineering a decision 32 // A2.3 Cross-cultural interaction: Opening a medical office in Saudi Arabia 33 // A2.4 Reading: Language and time patterns - the Bantu case 34 // A2.5 Exercise: World picture test 35 // Appendix references 36 // 3 Cultural dynamics 2: interactions, mindsets and behaviours 37 // 3.1 Concept of the self and others 37 // 3.2 Interaction models 43 // 3.3 Culture-based attitudes towards action 50 // 3.4 How to relate thinking to action 53 // 3.5 Dealing with desires and feelings 54 // 3.6 Coping with rules 55 // 3.7 Cultural assumptions and actual behaviour 57 // Questions 58 // References 59 // Appendix 3: Teaching materials 61 // A3.1 Critical incident: An American in Vietnam 61 // A3.2 Rationales for section A2.1 (cross-cultural scenario) and sections A2.2 and A2.3 (cross-cultural interactions) 61 // Appendix references 63 // Part 2 The integration of local consumption in a global marketing environment 65 //

Introduction to Part 2 66 // 4 Cross-cultural consumer behaviour 68 // 4.1 Culture and consumer behaviour 69 // 4.2 The influence of culture on selected aspects of consumer behaviour 74 // 4.3 Investigating the cross-cultural applicability of consumer behaviour concepts 77 // 4.4 Ethnic consumption 80 // 4.5 Marketing as an exchange of meanings 83 // 4.6 Conclusion 85 // Questions 85 // References 85 // Appendix 4: Teaching materials 89 // A4.1 Exercise: ’Dichter’s consumption motives’ 89 // A4.2 Exercise: Investigating the cross-cultural applicability of a consumer complaint scale 90 // A4.3 Case: Mobile phones in the European Union 90 // A4.4 Exercise: Cross-cultural consumer behaviour and the standardization/ adaptation of service offers 95 // A4.5 Exercise: Multidomestic versus global 96 // Appendix references 97 // 5 Local consumers and the globalization of consumption 98 // 5.1 Free trade doctrine and the denial of cultural variety in consumers’ tastes 99 // 5.2 The global convergence of consumption patterns 101 // 5.3 The emergence of a global consumer culture 103 // 5.4 Local products and consumption experiences 106 // 5.5 Local consumer cultures and resistance to change 112 // 5.6 Emergent patterns of mixed local/global consumer behaviour 115 // Questions 118 // References 119 // Appendix 5: Teaching materials 122 // A5.1 Case: Setting the stage - Disneyland Resort Paris 122 // A5.2 Case: Papa Invar’s worries 127 // A5.3 Case: McDonald’s - a global cultural icon? 131 // Appendix references 144 // 6 Cross-cultural market research 148 // 6.1 Local marketing institutions and infrastructures 149 // 6.2 Equivalence in cross-cultural research 150 // 6.3 Translation equivalence 154 // 6.4 Measure equivalence 156 // 6.5 Comparability of samples 160 // 6.6 Data-collection equivalence 163 // 6.7 Researching internationally 167 // 6.8 Conclusion 172 // Questions 172 // References 173 // Appendix 6: Teaching materials 177 //

A6.1 Case: Mobile phones in the European Union 177 // A6.2 Exercise: Hair shampoo questionnaire 177 // Appendix reference 182 // Part 3 Marketing decisions for the intercultural environment 183 // Introduction to Part 3 184 // 7 Intercultural marketing strategy 186 // 7.1 Cost arguments and global strategies 186 // 7.2 The globalization of competition 194 // 7.3 Globalization of international marketing strategies 195 // 7.4 Market segments 200 // 7.5 Conclusions 205 // Questions 205 // References 206 // Appendix 7: Teaching materials 209 // A7.1 Case: Bollywood 209 // A7.2 Case: Muslim Cola - cola wars or cola crusades? 213 // A7.3 Case: Odol 215 // A7.4 Exercise: Dangerous Enchantment 217 // Appendix references 219 // 8 Product policy 1: physical, service and symbolic attributes 220 // 8.1 Adaptation or standardization of product attributes 221 // 8.2 Physical attributes 222 // 8.3 Service attributes 227 // 8.4 Symbolic attributes 233 // Questions 238 // References 238 // Appendix 8: Teaching materials 241 // A8.1 Case: Movies worldwide 241 // A8.2 Case: Fastfood - Halal or Haram? 247 // Appendix references 255 // 9 Product policy 2: managing meaning 258 // 9.1 National images diffused by product origin and brand name 259 // 9.2 Consumer product evaluation according to country of origin 261 // 9.3 National, international and global brands 264 // Questions 274 // References 275 // Appendix 9: Teaching materials 279 // A9.1 Exercise: Interpreting symbolic attributes 279 // A9.2 Case: Soshi Sumsin Ltd 279 // A9.3 Case: Derivados de Leche SA 281 // Appendix references 283 // 10 The critical role of price in relational exchange 284 // 10.1 Price as a signal conveying meaning 285 // 10.2 Bargaining 285 // 10.3 Price and consumer evaluations 288 // 10.4 International price tactics 292 // 10.5 Market situations, competition and price agreements 299 // 10.6 Managing prices in highly regulated environments 301 // Questions 303 // References 304 //

Appendix 10: Teaching materials 306 // A10.1 Case: Saito Importing Company 306 // A10.2 Case: Riva International 307 // A10.3 Case: Taman SA 309 // A10.4 Case: AIDS - global ethics and the pricing of AIDS drugs 309 // Appendix reference 309 // 11 International distribution and sales promotion 310 // 11.1 Cultural dimension of distribution channels: The case of Japanese keiretsus 310 // 11.2 Criteria for choosing foreign distribution channels 317 // 11.3 Role of distribution as a ’cultural filter’ 319 // 11.4 Direct marketing worldwide 322 // 11.5 Sales promotion: other customs, other manners 325 // Questions 328 // References 329 // Appendix 11: Teaching materials 332 // A11.1 Case: ComputerLand in Japan 332 // A11.2 Case: Virtual beehive - online marketing of US honey 333 // Appendix references 337 // Part 4 Intercultural marketing communications 339 // Introduction to Part 4 340 // 12 Language, culture and communication 342 // 12.1 Verbal communication: the role of context 343 // 12.2 Non-verbal communication 349 // 12.3 Language shaping our world views 351 // 12.4 Ethnocentrism, stereotypes and misunderstandings in intercultural communication 356 // 12.5 How to improve communication effectiveness in international business 360 // Questions 363 // References 364 // Appendix 12: Teaching materials 367 // A12.1 Exercise: Multicultural class 367 // A12.2 Exercise: I ’love’ cake 367 // A12.3 Case: Longcloud - languages in cyberspace 367 // A12.4 Case: Supreme Canning 371 // A12.5 Critical incident: Scandinavian Tools Company 373 // Appendix references 375 // 13 Intercultural marketing communications 1: advertising 376 // 13.1 Influence of culture on attitudes towards advertising 378 // 13.2 Culture and advertising strategy 380 // 13.3 Culture and advertising execution 383 // 13.4 Media worldwide: technological advances and cultural convergence 393 // 13.5 The globalization of advertising 398 //

Questions 402 // References 402 // Appendix 13: Teaching materials 408 // A13.1 Case: BrandUSA - selling Uncle Sam like Uncle Ben’s 408 // A13.2 Case: Excel and the Italian advertising campaign 412 // A13.3 Exercise: Borovets - a Bulgarian ski resort 414 // A13.4 Exercise: Slogans and colloquial speech 415 // A13.5 Case: AIDS (2) - designing a communication campaign for Mexico 416 // Appendix references 421 // 14 Intercultural marketing communications 2: personal selling, networking and public relations 423 // 14.1 Intercultural commerce 423 // 14.2 Networks in business markets 429 // 14.3 Buyer-seller interactions 431 // 14.4 Sales force management in a cross-cultural perspective 433 // 14.5 Public relations across cultures 437 // 14.6 Bribery: facts 439 // 14.7 Bribery: ethical aspects 440 // Questions 446 // References 447 // Appendix 14: Teaching materials 450 // A14.1 Case: When international buyers and sellers disagree 450 // A14.2 Case: Setco of Spain 451 // A14.3 Case: Union Carbide at Bhopal 452 // A14.4 Case: The Brenzy nouveau has arrived! 454 // Glossary 457 // References // Author index // Subject index

(OCoLC)ocn245596472