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| Thinking and behavior are equally influenced by culture |
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values found between cultures that are contradictory
Ex: indivindualism is a strong American value, but in Japan belonging is an integral part of society |
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Way people think and perceive is guided by their culture. Base other cultures on what they want to see, not what is actually there.
Ex: perception of the phenomenon of japanese individuality as a sign of westernization |
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Definition
| convergence of technology is not the same as convergence of people's values and habits |
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| Supposedly satellites will create a global village where anybody can do anything, but media companies restrict access to a limited amount |
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| Local markets are people, global markets are products |
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Definition
marketers have learned that markets are people, which should translate into a local approach, but when comapnies go global, they are production driven
Ex: sony walkman |
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| Focus on unique individual |
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| modern branding theory was developed in US and UK and uses concepts of western psychology that are not relevent to other parts of the world |
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the crystallizaation of the entire world as a single place
"on the one hand, globalization is expected to destroy loval cultures; on the other hand, it is the reason for the revival of local cultural identities" |
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| core dilemma is whether to sell an identical product throughout sales area or to make whatever modifications are needed to account for local differences |
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| offering identical products worldwide at identical prices via identical promotion programs |
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| Adopting an areas culture and utilizing it in marketing |
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| Variables influencing the standardization-adaptation decision |
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Definition
- product category/life cycle
- company's organization, type, international exerience, corporate culture
- business environment
- consumer
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