Ease of entry into foreign markets is also a key driver for businesses looking to expand internationally. These businesses usually have evaluated the ease of transferring technology, the costs of manufacturing, the wealth of the country, distribution channels, logistics and infrastructure, and cultural and economic factors that, when considered as a whole, offer promising opportunities. Marketers are also concerned about the access to and cost of available media and promotional channels.
Yet another reason attractive to marketers is exploiting widespread international knowledge of their brands and products, specifically products that have gained international exposure through international sporting events, satellite television, cinema and social media. Thus consumers throughout the world may already have awareness and demand for certain products even though the products are currently not available in their country. Maybe yes and maybe no. The real question is how much and in what ways. With the widespread acceptance and use of social media, satellite television and social media, some pundits hypothesize that cultures are converging and becoming increasingly homogeneous.
Some researchers suggest that this reality reflects a trend that cultures are becoming more alike. However, we also experience cultures holding onto strong beliefs and practices. For instance, using sexuality and nudity in advertising is more accepted in Europe than in the U.
- Essentials of Global Marketing, 2nd, Hollensen, Svend | Buy Online at Pearson!
- Application of Geochemical Tracers to Fluvial Sediment.
- The Concise St. Martins Guide to Writing!
Similarly, charging interest on loans violates traditional Muslim beliefs. Marketers should be sensitive to how verbal and nonverbal expressions and brand names can be interpreted among different cultures.
American advertising is full of nonverbal signs that can have unintended meanings in other countries. For instance, the OK sign in the U. Because nationalistic sentiments and socio-economic factors vary among cultures and regions, they can influence whether a purchase is logical, impulsive or emotional. Based on the type of buying decision, one culture may be more likely to respond to a promotional offer, another to an emotional appeal and another to either a different type of promotional offer or an informative offer that stresses features and benefits. Consequently, marketers should not assume that all consumers buy on emotion, impulse or need.
Instead, cultural differences may evoke diverse expectations, emotions and responses from one culture to another. Thus in both business-to-consumer and business-to-business marketing, cultural differences may require different approaches and adjustments in marketing mix, promotional mix and even life cycle variables. When exposed to the same advertisement or promotional offer, one culture may immediately respond differently from another.
Böcker av Svend Hollensen
One determining factor might include the degree to which a culture is influenced by personal beliefs in comparison to cultural beliefs. For instance, a Middle Eastern culture would be expected to draw on cultural and religious beliefs when forgoing a pork dinner in favor of a halal beef dinner. Marketers need to evaluate the effectiveness of their promotional offers and advertising messages to targeted foreign cultures and establish the cultural prerequisites needed to be successful.
- Essentials of Global Marketing, 2nd Edition!
- Essentials of Global Marketing by Svend Hollensen | Waterstones;
- Global Marketing Strategy.
- Product details.
- Essentials of Global Marketing.
Developing markets may lack the literacy skills to comprehend advertising and promotional messages, while other markets may be so new to western style advertising that they need additional time to absorb the message. Marketers must also be cognizant of and alert to advertising norms that may either benefit or undermine their product.
In some markets, competitors commonly hire marketing firms to produce false and deceitful advertising to destroy the reputation of competing brands. Restrictions may also limit the advertising and promotional channels available to marketers. For example, Sweden prohibits television advertising targeted at children aged 12 and under. A culture interprets advertising and forms attitudes based on the social worlds it encounters. When a single advertisement is shown to different cultures, it may be effective or it may be viewed as contrived or unoriginal and then be quickly discounted.
How the advertisement is interpreted depends on the context, the receiver and the communication codes that form the cultural expectations of the sender and receiver. Non-verbal communication is another key element of advertising.
According to a case study in the essentials of global
Because non-verbal gestures may suggest considerably different meanings from one culture to another, diverse communicative systems among cultures have important implications for international marketing. Ships from the UK. Former Library book. Satisfaction Guaranteed!
What students say about Stuvia
Book is in Used-Good condition. Pages and cover are clean and intact. Used items may not include supplementary materials such as CDs or access codes. May show signs of minor shelf wear and contain limited notes and highlighting. Published by Financial Times Prentice Hall From: medimops Berlin, Germany. Einband bzw.
Binding, dust jacket if any , etc may also be worn. Seller Inventory MB. Condition: Used: Good. From: Anybook Ltd. Lincoln, United Kingdom. Condition: Fair. This book has soft covers. In fair condition, suitable as a study copy. Please note the Image in this listing is a stock photo and may not match the covers of the actual item,grams, ISBN Seller Inventory U Published by Pearson Education. About this Item: Pearson Education.
A copy that has been read, but remains in clean condition. All pages are intact, and the cover is intact. The spine may show signs of wear. Pages can include limited notes and highlighting, and the copy can include previous owner inscriptions. Seller Inventory GI3N Condition: Used; Good. Simply Brit: We have dispatched from our UK warehouse books of good condition to over 1 million satisfied customers worldwide. We are committed to providing you with a reliable and efficient service at all times.
8 Essential Questions that Global Marketing Managers Must Ask - 24 Hour Translation Services
All orders are dispatched as swiftly as possible! Buy with confidence!. Published by imusti About this Item: imusti, Condition: GOOD. Has little wear to the cover and pages. Contains some markings such as highlighting and writing. Supplemental materials are not guaranteed with any used book purchases.
- Reasonableness and Responsibility: A Theory of Contract Law?
- Constitutional Police Procedure - An Instructional Dialogue.
- Saving Dinner for the Holidays: Menus, Recipes, Shopping Lists, and Timelines for Spectacular, Stress-free Holidays and Family Celebrations!
- Customer Reviews!
- Constitution Café: Jeffersons Brew for a True Revolution: Jeffersons Brew for a True Revolution.
- Breaking Boundaries: Women In Higher Education (Gender & Higher Education Mini Series).
Published by Pearson About this Item: Pearson, Minor shelf wear Good condition is defined as: a copy that has been read but remains in clean condition. All of the pages are intact and the cover is intact and the spine may show signs of wear. The book may have minor markings which are not specifically mentioned. Most items will be dispatched the same or the next working day. Seller Inventory mon Published by Pearson Education About this Item: Pearson Education, Seller Inventory SKU About this Item: Condition: Very Good. Ready for quick shipment to any US location by Experienced seller. CDs and Access codes may not be included as is the case with most used books.
About this Item: Prentice Hall , Published by FT Press About this Item: FT Press, Ships with Tracking Number!