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论文作者:www.51lunwen.org论文属性:短文 essay登出时间:2015-02-26编辑:Cinderella点击率:6819
论文字数:2859论文编号:org201502051530355197语种:英语 English地区:美国价格:免费论文
关键词:marketing policyculture跨文化
摘要:在国际市场深入化的趋势下,文化因素成为了市场政策决定者不得不考虑的问题。本文研究主题是跨文化市场策略。
Besides those components mentioned above, another cultural component that effectively influences the international marketing policy is the time orientations. Individuals value the time in a different way, and their time orientation often portrays through the way they behave. Individual’s ability to make any decision, based on their time orientations, reflect how they recognize their work in long term and probably affect the business negotiation. For example, a Chinese marketer appear to marketing policy meeting ten minutes earlier than the appointment time since he value the time consuming and believes that it represents his punctuality, whereas a French buyer, appears in the meeting room ten minutes late, as he believes that the Chinese marketers may need time to prepare all the presentations. This meeting may need explanation about different time-orientations between two cultures. However, the international marketers should have prepared for any unexpected circumstances and overcoming all the difficulties encounter during the meeting.
Furthermore, “the Mindsets” (Fisher 1988), or “intellectual styles” (Galtung 1986), or “mental models” (Bazerman et al. 2000), or “aesthetics” (Cateora and Ghauri, 2006) of individuals represents the individuals concern on issues, to which the international marketers should pay more attention (cited by Usunier, 1996). The mindsets have major impact on the ways individual actions toward information, namely, how they address the issues, how they save the information, or even how they select the related information. These actions thoroughly expose the way individual negotiate in the international business negotiations and eventually have effects on the result that followed. The mindsets also influences the individuals’ interest, therefore, the international marketers should create the advertising campaign, or the design of the product package according to the national mindsets. Cateora and Ghauri (2006) gives the example in their book, that is, the Japanese repudiate any use of the number four which is pronounced as same as the word for death. Meanwhile, the Chinese believe that the sign of the number four look alike someone sitting cross-legged, which mean s/he has to be rich, for being able to sit in such position. Therefore, the number four in China is used for the sign of prosperity. According to the given example, it is important for the international marketers to study the mindsets of the people本论文由英语论文网提供整理,提供论文代写,英语论文代写,代写论文,代写英语论文,代写留学生论文,代写英文论文,留学生论文代写相关核心关键词搜索。