Marketing Across Cultures 6th Edition by Jean Claude Usunier, Julie Anne Lee – Ebook PDF Instant Download/Delivery: 0273757733, 978-0273757733
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ISBN 10: 0273757733
ISBN 13: 978-0273757733
Author: Jean Claude Usunier, Julie Anne Lee
In an increasingly interconnected global business environment, it is crucial that marketers recognise how a better understanding of cultural differences can help improve performance.
Marketing Across Cultures examines how multinational companies can appreciate and adapt to international diversity. By comparing national marketing systems with local commercial customs, Usunier and Lee use a cross-cultural approach that provides essential information on how marketing strategies can be implemented in different national contexts.
Full of up-to-date examples, numerous illustrations and using clear language, this text will guide students through key cultural marketing issues.
Marketing Across Cultures 6th Table of contents:
Part 1 The cultural variable in international marketing
Introduction to Part 1
1 The cultural process
1.1 Defining culture
1.2 Elements of culture
1.3 Culture and nationality
1.4 Culture, competence and stereotypes
1.5 Ethnocentrism and self-referencecriteria
Questions
References
Appendix 1 Teaching materials
A1.1 Critical incident: An old lady from Malaysia
A1.2 Critical incident: The parable
A1.3 Reading: Body rituals among the Naciremas
Appendix reference
2 Cultural dynamics 1: time and space
2.1 A model of action based on cultural assumptions
2.2 Time: cross-cultural variability
2.3 Space territoriality
2.4 Concept of the self and others
2.5 Chronically and situationally accessible cultural norms
Questions
References
Appendix 2: Teaching materials
A2.1 Cross-cultural scenario: Inshallah
A2.2 Cross-cultural interaction: Engineering a decision
A2.3 Cross-cultural interaction: Opening a medical office in Saudi Arabia
A2.4 Reading: Language and time patterns – the Bantu case
A2.5 Exercise: World picture test
Appendix references
3 Cultural dynamics 2: interactions and behaviours
3.1 Models of interaction
3.2 Culture-based attitudes towards action
3.3 Cultural assumptions and actual behaviour
Questions
References
Appendix 3 Teaching materials
A3.1 Critical incident: An American in Vietnam
A3.2 Rationales for Section A2.1 (cross-cultural scenario) and Sections A2.2 and A2.3 (cross-cultura
Appendix references
4 Language, culture and communication
4.1 Verbal communication: the role of context
4.2 Non-verbal communication
4.3 Language shaping our world views
4.4 The Internet: communication in cyberspace
4.5 Improving communication effectiveness in international business
Questions
References
Appendix 4: Teaching materials
A4.1 Exercise: Multicultural class
A4.2 Exercise: I ‘love’ cake
A4.3 Case: Longcloud – languages in cyberspace
A4.4 Case Supreme Canning
A4.5 Critical incident: Scandinavian Tools Company
Appendix references
Part 2 The integration of local consumption in a global marketing environment
Introduction to Part 2
5 Cross-cultural consumer behaviour
5.1 Culture and consumer behaviour
5.2 The influence of culture on selected aspects of consumer behaviour
5.3 Investigating the cross-cultural applicability of consumer behaviour concepts
5.4 Ethnic consumption
5.5 Marketing as an exchange of meanings
Questions
References
Appendix 5 Teaching materials
A5.1 Exercise: ‘Dichter’s consumption motives’
A5.2 Exercise: Investigating the cross-cultural applicability of a consumer complaint scale
A5.3 Case: Mobile phones in the European Union
A5.4 Exercise: Cross-cultural consumer behaviour and the standardization/adaptation of service offer
A5.5 Exercise: Multi-domestic versus global
Appendix references
6 Local consumers and the globalization of consumption
6.1 Free trade doctrine and the denial of cultural variety in consumers’ tastes
6.2 The global convergence of consumption patterns
6.3 The emergence of a global consumer culture
6.4 Local products and consumption experiences
6.5 Local consumer cultures and resistance to change
6.6 Emergent patterns of mixed local/global consumer behaviour
Questions
References
Appendix 6 Teaching materials
A6.1 Case: Setting the stage – Disneyland Resort Paris
A6.2 Case: Papa Ingvar’s worries
A6.3 Case: McDonald’s – a global cultural icon?
Appendix references
7 Cross-cultural market research
7.1 Local marketing institutions and infrastructures
7.2 Equivalence in cross-cultural research
7.3 Translation equivalence
7.4 Measure equivalence
7.5 Comparability of samples
7.6 Data-collection equivalence
7.7 Researching internationally
7.8 Conclusion
Questions
References
Appendix 7 Teaching materials
A7.1 Case: Mobile phones in the European Union
A7.2 Exercise: Hair shampoo questionnaire
Appendix reference
Part 3 Marketing decisions for the intercultural environment
Introduction to Part 3
8 Intercultural marketing strategy
8.1 Cost arguments and global strategies
8.2 The globalization of competition
8.3 Globalization of international marketing strategies
8.4 Market segments
8.5 Conclusion
Questions
References
Appendix 8 Teaching materials
A8.1 Case: Bollywood: selling Indian movies in the West
A8.2 Case: Muslim Cola: cola wars or cola crusades?
A8.3 Case: Odol
A8.4 Exercise: Dangerous Enchantment
Appendix references
9 Product strategy: physical, service and symbolic attributes
9.1 Adaptation or standardization of product attributes
9.2 Physical attributes
9.3 Service attributes
9.4 Symbolic attributes
Questions
References
Appendix 9 Teaching materials
A9.1 Case: Movies worldwide
A9.2 Case: Fast food – Halal or Haram?
Appendix references
10 The critical role of price in relational exchange
10.1 Price as a signal conveying meaning
10.2 Bargaining
10.3 Price and consumer evaluations
10.4 International price tactics
10.5 Market situations, competition and price agreements
10.6 Managing prices in highly regulated environments
Questions
References
Appendix 10 Teaching materials
A10.1 Case: Saito Importing Company
A10.2 Case: Riva International
A10.3 Case: Taman SA
A10.4 Case: AIDS – global ethics and the pricing of AIDS drugs
Appendix reference
11 International distribution and sales promotion
11.1 Criteria for choosing foreign distribution channels
11.2 Role of distribution as a ‘cultural filter’
11.3 Direct marketing and the Internet
11.4 Sales promotion: other customs,other manners
Questions
References
Appendix 11 Teaching materials
A11.1 Case ComputerLand in Japan
A11.2 Case: Virtual beehive – online marketing of US honey
Appendix references
Part 4 Intercultural marketing communications
Introduction to Part 4
12 Branding: managing meaning
12.1 National images diffused by product origin and brand name
12.2 Consumer product evaluation according to country of origin
12.3 National, international and global brands
Questions
References
Appendix 12 Teaching materials
A12.1 Exercise: Interpreting symbolic attributes
A12.2 Case: Soshi Sumsin Ltd
A12.3 Case: Derivados de Leche SA
A12.4 Case: K21-tech: B2B or B2C brands for computer components?
Appendix references
13 Intercultural marketing communications 1: advertising
13.1 Influence of culture on attitudes towards advertising
13.2 Culture and advertising strategy
13.3 Culture and advertising execution
13.4 Media worldwide: technological advances and cultural convergence
13.5 The globalization of advertising
Questions
References
Appendix 13 Teaching materials
A13.1 Case: Brand USA – selling Uncle Sam like Uncle Ben’s
A13.2 Case: Excel and the Italian advertising campaign
A13.3 Exercise: Borovets – a Bulgarian ski resort
A13.4 Exercise: Slogans and colloquial speech
A13.5 Case: Mexicom designs a public health communication campaign for Mexico
Appendix references
14 Intercultural marketing communications 2: personal selling, networking and public relations
14.1 Intercultural commerce
14.2 Networks in business markets
14.3 Buyer–seller interactions
14.4 Sales force management in a cross-cultural perspective
14.5 Public relations across cultures
14.6 Bribery: facts
14.7 Bribery: ethical aspects
Questions
References
Appendix 14 Teaching materials
A14.1 Case: When international buyers and sellers disagree
A14.2 Case: Setco of Spain
A14.3 Case: Union Carbide at Bhopal
A14.4 Case: The Brenzy nouveau has arrived!
A14.5 Case: Bielrohr AG
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