Workforce
Diversity
Changing
Technology
Ethical
Behaviour
Declining
Effectiveness
Changing
Work Climate
Company
Crisis
Changing
Employee
Expectations
Technological seduction
Incrementalism
Coercive persuasion
Turnaround
Change strategies
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The CV framework
Table 10.3
Chapter 11
Culture and international
marketing management
International marketing
Definition:
Marketing activities in line with the focus of a
companys operations that cross national borders
Application:
Companies have different orientations, such as:
Sales orientation
Social marketing orientation
Intercultural marketing
Notion of identity
Notion of exoticism
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Therefore:
Take into consideration:
the characteristics of the consumers culture;
their underlying models.
https://www.youtube.com/watch?v=OCG7ScRP1ws
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Marketing communication
across cultures
Important is:
Relationship between the nationality of a product
and the image it evokes
Elements that contribute to the consumers
perception of product nationality
Such elements can be related to one country, several
countries, or a geographical area.
Role of stereotypes
Country of origin
Same product under the same brand worldwide
Country-of-brand versus country of origin.
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Effective communication
Figure 11.3
Effective communication
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Conclusion
Chapter 12
It was great to have you all here!
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