International marketing management Essay Example for Free

International marketing management EssaySelf- Reference Criterion 1. Define fuss or goals in terms of home-country ethnical traits, habits and norms 2. Define problem or goals in terms of abroad pagan traits, habits and norms 3. Isolate the SRC influence in the problem and examine it carefully to see how complicates the problem 4. Redefine the problem without the SRC influence and solve for the foreign marketSelf-reference criterion (SRC) as an unconscious reference to unitarys own cultural values, experiences and knowledge as a basis for decisions. The SRC impedes the ability to assess a foreign market in its true light. For example, Ameri set ups may perceive to a greater extent traditional societies to be backward and unmotivated because they fail to soak up new technologies or kind customs, seeking instead to preserve traditional values.In the 1960s, a supposedly well read Ameri quite a little psychology professor referred to Indias gloss of sick because, despite gr ievous food shortages, the Hindu religion did not allow the eating of cows. The psychologist expressed disgust that the cows were allowed to purge free in villages, although it turns out that they provided valuable functions by offering milk and fertilizing fields. Ethnocentrism is the tendency to view ones culture to be superior to others.The important thing here is to consider how these biases may puzzle in the way in dealing with members of other cultures. Self-reference criterion importance to a marketing sure planning to enter international markets for the first time. Importance of Self-reference criterion as a topic of interrogation Self-reference is a topic whose theoretical foundations earn so far primarily been studied in the circumstance of logic, the philosophy of language, systems theory, and post-modern culture.In computer science it has been a topic in the context of the recursively of Turing machines. In semiotics, on that point comport been only few studies w hich have dealt explicitly with this topic, although marginal reflections on self reference can occasionally be found in the context of the theory of reference. Levels and degrees of self-reference criterion Examples from advertising Just as signs may self-referentially refer to the world of signs, the media may refer to the world of the media in a self-referential manner.Citations, intertextuality, intermediality, met textual references, repetitions, recursions, and references to the communicative situation are whatever of the symptoms of self-reference in the media. Various degrees of self-reference must be distinguished, from the sign that refers to nothing alone itself to the sign that refers only partially to itself and partially still to something else. Furthermore, self reference occurs at different levels of the core in which it occurs.Beginning with the smallest elements of the message, the first three levels of self-reference are derived from Peirces trichotomy of the interpret ant 34 screaky (equivalent to the unit of a word), dicentic (equivalent to a proposition), and argumentative self-reference. In extension of this Peircean triad, textual, intertextual, intermedial and communicative self-reference ordain be distinguished. communicatory self-reference criterion Communicative self-reference pertains to pragmatics, the situation of text production and reception.The roles of the readers or the spectators and the enunciative roles of the authors, the producers, the actors or the players become the topic of the message. kind of of presenting or representing ideas or events in the world beyond the message, the text deals with its own communicative context, its communicative function, and its presuppositions. The text has thus its own pragmatic dimension as its topic. For example, the audience of a pullulate is reminded of the fact that it is combat-ready in the film while sitting in the film theatre.38 Peter Greeanways actors that measure ou t of their role as actors and mingle with the audience, or Alfred Hitchcock, who steps out of the role of a film producer to become an actor are further examples of communicative self-reference. B) International marketer must have knowledge of sub cultural groups Introduction Culture is concerned with social behaviour and attitudes, and this paper aims to highlight its significance for entry into foreign markets.Culture has been defined as the integrated sum total of well-educated behaviour traits that are manifest and shared by members of a beau monde. Cultural factors have been itemized in the existing literature, but clearly among the most important are customer beliefs and attitudes morality, ethics and religion social and consumption values language and literature social systems and social behaviour (especially the family) historical background humanistic discipline and aesthetics.Two authoritative studies have identified concepts of culture both as barriers to entry and as kinetic movers (Herkovits, 1970, Clutterbuck 1980). Furthermore, insufficient research attention has focused on defining more conceptual approaches to the internationalization of sell and there is an even greater paucity of research into strategies for retailer entry modes this is the main justification for this paper.In researching their approach to overseas markets, retailers must consider that culture can have an impact on their trade and promotion. The culture in which a person lives affects his/her consumption patterns and also the meaning that is attached to specific products. When promoting swop in a new culture, it is easier initially to appeal to existing culture requirements or expectations than to try to commute them.Merchandising and promotion must be sensitive to the basic values of the country and the differences in patterns of consumption. case Example (1) Entry into the Swiss Market In Switzerland, foreign dishwasher manufacturers and retailers expected the sam e speedy sales they had first obtained in other West European markets but sales in Switzerland were so slow that research had to be do to find out why (this research should, of course, should have been done before, not after, market entry).The research showed that the Swiss home guider had a different set of values to, for example, her french and English counterparts she was very conscious of her role as strict and hardworking, and her responsibility for the health of her family. To the Swiss housewife dishwashers simply made life easy, and this conflicted with her Calvinistic work ethic. As a result of this research, dishwasher manufacturers had to falsify their advertising promoting, instead of ease-and convenience, hygiene-and-health.They did this by emphasizing that because dishwashers used temperatures higher than hand hot the process was more hygienic than washing up by hand. Thereafter retailers had no problem selling automatic dishwashers in Switzerland. Source Author C ultures across countries High context culture the meaning of individual behaviour and talking to changes depending on the situation nonverbal messages are full of important meaning (Read between the lines) e. g.Saudi Arabia and Japan, scripted contracts are not always enforceable as new raft move into executive positions (Chile, Mexico) wretched context culture intentions are expressed verbally the situation does not change the meaning of lecture e. g. India, China, Australia, New Zealand Cultural Assessment International retailers need to communicate meaning through the transmission of messages to people of different cultures if they are to succeed in the promotion of their products to enter foreign markets.Misunderstandings caused by cultural differences can seriously damage the image of a firm or product therefore, in order to match the message transmitted is received in its correct form, the retailer needs to be completely certified of the implications of all the ele ments of the message in the foreign culture. Failure on behalf of the retailer to adapt to the intricacies of national customs and develop a rapport will lead to inadequate market entry strategies.Accurate communications are so vital that any risk of cultural misunderstanding needs to be eliminated. Firms must identify key management positions and insist that they are held, whenever possible, by someone of the same culture. Many firms make the mistake of putting nationals from the parent companies in charge of key positions within their foreign subsidiaries, often on the basis that fluency in the language is sufficient.In attempting to understand the most significant elements of the foreign culture, companies have to be vigilant and ensure a balance is maintained. There is no one method to invite in the evaluation of other cultures for retailing purposes as the nature of the goods being offered should govern the method of appraisal. The retailer must be sufficiently perceptive and guard against the over-exaggeration of the differences or the similarities between the foreign culture and its own.For example, in analyzing the United States market, a UK retailer may overemphasize a perceived parking lot culture stemming from the common language and close political and economic relations. A common language cannot indefinitely set the sealing wax on a common culture when the geographical, political and economic determinants of the culture are no thirster the same throughout its area. The withdrawal of Marks and Spencer from the Canadian market in 1999 is a case in point their precept was that the aforementioned perceived cultural affinity would facilitate acceptance of the St Michael brand get a line in short the common language or heritage does not guarantee a common culture. A further complication in determining the important facets of a countrys culture is the existence of more than one culture or sub-culture within many nations world-wide.Table 1 lists a f ew states with cultural differences based along linguistic groupings and the problems these present to the international retailer. A cultural assessment will reveal a modal pattern, but a truly useful evaluation will also expose considerable variations within a group or a subset group. In fact, for some cultural characteristics, there may be a wider range within a given society than between societies.For example, young professional 25-30 year olds in Spain, France and Italy may have more in common, in terms of values, tastes and aspirations, than with their non-professional compatriots of the same age group. A cultural evaluation can be either tranquil or dynamical. A static assessment serves only to identify the differences in variables between cultures, whereas a dynamic appraisal seeks to indicate which variables will change in the future, in what order and with what speed.For the international retailer, the identification of which changes would be readily accepted or rejected can mean the difference between mastery or failure. The analysis of a culture to ascertain the peculiarities of the population can be extremely expensive, time-consuming and unwieldy. Therefore, having conducted a rapid survey of key cultural elements of a nation, the international retailer with limited resources may lead to carry out a Partial Cultural Assessment which focuses on key elements fundamental to the success of its operations in any country.Table 2 shows several cultural factors, which could frustrate the progress of the operations in the event of a retailer failing to obtain accurate data from the assessment of the foreign markets if a single element is incorrectly assessed, the effectiveness of the strategies will be diminished.