Download or read book Intercultural Communication As a Strategy of Global Marketing written by Kathrin Gerbe and published by GRIN Verlag. This book was released on 2007-09 with total page 64 pages. Available in PDF, EPUB and Kindle. Book excerpt: Essay from the year 2007 in the subject Communications - Intercultural Communication, grade: 1,0, University of Newcastle upon Tyne, course: Language and Cross-Cultural Communication, language: English, abstract: The world is growing together. In the wake of globalization many companies have expanded their markets to countries around the world. No matter if in Europe, America, Africa, Asia or Australia - everywhere we are greeted by the familiar corporate logos of global players like Coca Cola, McDonald's and Burger King. I would like to suggest that an important factor of the international success of these companies are specialised marketing concepts, which are based on the individual culture of the respective target country. Intercultural communication seems therefore an important element in marketing products worldwide. In this essay, I will have a look at a company whose name has become synonymous with globalization: McDonald's. The development of the term "McDonaldization" shows that the company's strategy of efficiency, calculability, predictability and control is effective around the globe (Ritzer in Usunier 2000; Jandt 2004).

Download or read book Intercultural communication as a strategy of global marketing written by Kathrin Gerbe and published by GRIN Verlag. This book was released on 2007-06-09 with total page 30 pages. Available in PDF, EPUB and Kindle. Book excerpt: Essay from the year 2007 in the subject Communications - Intercultural Communication, grade: 1,0, University of Newcastle upon Tyne, course: Language and Cross-Cultural Communication, language: English, abstract: The world is growing together. In the wake of globalization many companies have expanded their markets to countries around the world. No matter if in Europe, America, Africa, Asia or Australia – everywhere we are greeted by the familiar corporate logos of global players like Coca Cola, McDonald’s and Burger King. I would like to suggest that an important factor of the international success of these companies are specialised marketing concepts, which are based on the individual culture of the respective target country. Intercultural communication seems therefore an important element in marketing products worldwide. In this essay, I will have a look at a company whose name has become synonymous with globalization: McDonald's. The development of the term “McDonaldization” shows that the company’s strategy of efficiency, calculability, predictability and control is effective around the globe (Ritzer in Usunier 2000; Jandt 2004).

Download or read book Intercultural Communication and International Marketing Corporate Advertising on the Internet written by Natalia Magiati and published by GRIN Verlag. This book was released on 2006-01-19 with total page 123 pages. Available in PDF, EPUB and Kindle. Book excerpt: Diploma Thesis from the year 2005 in the subject Business economics - Offline Marketing and Online Marketing, grade: 2,0, University of Heidelberg, language: English, abstract: This research examines the relevance of intercultural communication for international marketing, focusing on corporate advertising via the Internet. The first chapter outlines the importance of cultural competence in the field of translation by analyzing the role of modern translators as language, culture and information mediators. Reference is also made to a relatively new field of translation, namely localization. Chapter 2 deals with different definitions and concepts of culture, and various approaches concerning which elements comprise it. Furthermore, it analyzes important culture-related terms also influencing intercultural communication, such as language, cultural differences, culture shock, ethnocentrism and stereotypes. The third chapter is devoted to communication, its components, forms and media. Chapter 4 illustrates the significance of intercultural communication by examining different intercultural aspects and concepts, and providing information on a definition and history of the term and on important intercultural communication theorists. Chapter 5 focuses on the phenomenon of globalization, both in cultural and economic terms. The next chapter refers to the significance of communication and culture skills for international managers and to key competences of international management that can be trained. Chapter 7 explores the broad field of marketing, emphasizing corporate identity and the elements comprising it, essential marketing strategies implemented by multinational companies and the international marketing principle “Think global, act local”, indicating how intercultural communication can determine the success of marketing activities. The last part of this chapter approaches the debate “standardization versus differentiation”. Chapter 8 is dedicated to advertising as a form of communication, common advertising strategies illustrated through concrete examples, cultural elements that advertisers should take into consideration and the two variants of international advertising campaigns: standardized versus culture-adapted advertising. The last chapter, after giving an insight into the history of the Internet and its multiple functions, explores its use as an instrument of international marketing communication and public relations, and as an advertising medium, focusing on corporate websites of multinational companies.

Download or read book Marketing Across Cultures written by Jean-Claude Usunier and published by Prentice-Hall PTR. This book was released on 2000 with total page 652 pages. Available in PDF, EPUB and Kindle. Book excerpt: Based on the recognition of diversity in world markets and on local consumer knowledge and marketing practices, this work offers an approach to global marketing. It emphasizes comparisons of global and local consumption.

Download or read book Global Marketing and Advertising written by Marieke de Mooij and published by SAGE. This book was released on 2018-10-27 with total page 582 pages. Available in PDF, EPUB and Kindle. Book excerpt: Packed with cultural, company, and country examples, this book offers a mix of theory and practical applications covering globalization, global branding strategies, classification models of culture, and the consequences of culture for all aspects of marketing communications. The author helps define cross cultural segments to better target consumers across cultures and features content on how culture affects strategic issues, such as the company′s mission statement, brand positioning strategy, and marketing communications strategy. It also demonstrates the centrality of value paradoxes to cross cultural marketing communications, and uses the Hofstede model to help readers see how their understanding of cultural relationships in one country/region can be extended to other countries/regions. Updates to the new edition include: Up-to-date research on new topics, including: culture and the media, culture and the Internet, and a more profound comparison of the different cultural models. More examples from major regions and countries from around the world Broader background theory on usage differences of new digital media and extensive coverage of consumer behaviour A range of online instructor resources complement the book, including chapter-specific PowerPoint slides, downloadable advertising images from the book, chapter-specific questions and key points, and video examples of advertising from around the world.

Download or read book International Marketing written by Jean-Claude Usunier and published by Philip Allan. This book was released on 1993 with total page 516 pages. Available in PDF, EPUB and Kindle. Book excerpt: This cultural approach to international marketing is aimed at students on undergraduate and postgraduate courses in business studies; MBA students studying an international marketing option; and management trainees and practising managers who wish to develop their intercultural skills. techniques in a global framework and offers guidelines for standardizing product and product policy - all within the framework of developing cultural awareness. Presented in four parts, the book discusses: the cultural dimensions of international marketing and defines the cultural variable to delineate the components of culture and to emphasize its dynamic nature; the globalization of markets and its general impact on international marketing strategies, with emphasis on issues relevant to product policies (brand names for international markets, adaption/standardization methods); marketing decisions such as pricing, distribution and communication; international marketing negotiation with discussion on the effects of bribing and business ethics in international marketing. The geographical focus of the book is Europe, but examples also relate to Japan, the US, Africa, Asia and Latin America.

Download or read book Intercultural Communication Globalisation and Advertising The influence of culture in global advertising campaigns written by Sebastian Plappert and published by GRIN Verlag. This book was released on 2010-07-19 with total page 17 pages. Available in PDF, EPUB and Kindle. Book excerpt: Essay from the year 2007 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: Distinction, Macquarie University, course: ICOM 821 Intercultural Communication, language: English, abstract: This paper argues that advertising standardisation is only possible when cultures overlap. For this reason, the term of culture has to be captured and defined, before globalisation and its effect on advertising is considered. Then, the paper will investigate how advertising communicates across cultures and point out chances and flaws of Hall’s and especially Hofstede’s approach. By reviewing localised and standardised advertising, finally, a hybrid advertising strategy will be suggested.

Download or read book Marketing Concept Intercultural Communication written by Natalie Züfle and published by GRIN Verlag. This book was released on 2011-10-11 with total page 9 pages. Available in PDF, EPUB and Kindle. Book excerpt: Research Paper (undergraduate) from the year 2009 in the subject Politics - Other International Politics Topics, grade: 1,0, Free University of Berlin (Center for Global Politics), course: Intercultural Communication, language: English, abstract: A product which could be sold in my tandem-partner’s country Oman is air conditioning systems – due to the sheer heat and humidity, especially in summer time. Thereby, I assume that a certain demand in cooling systems is given. In the following, I will develop a marketing strategy for advertising air conditioning systems in Oman. The strategy will be based primarily on intercultural communication aspects.

Download or read book Global Marketing and Advertising written by Marieke de Mooij and published by SAGE. This book was released on 2021-09-22 with total page 434 pages. Available in PDF, EPUB and Kindle. Book excerpt: Packed with cultural, company, and country examples, this book offers a mix of theory and practical applications covering globalization, global branding strategies, classification models of culture, and the consequences of culture for all aspects of marketing communications. The author helps define cross cultural segments to better target consumers across cultures and features content on how culture affects strategic issues, such as the company′s mission statement, brand positioning strategy, and marketing communications strategy. It also demonstrates the centrality of value paradoxes to cross cultural marketing communications, and uses the Hofstede model or other cultural models to help readers see why strategies based on cultural relationships in one country cannot be extended to other countries without adjustments. Updates to the new edition include: Up-to-date research on new topics, including: culture and the media, culture and the Internet, and a more profound comparison of the different cultural models. Includes discussion of how Covid-19 has impacted globalization. More examples from major regions and countries from around the world. Broader background theory on how people use social media and extensive coverage of consumer behavior A range of online instructor resources complement the book, including downloadable advertising images from the book, chapter-specific questions and key points, and video examples of advertising from around the world.

Download or read book International Communications Strategy written by Silvia Cambié and published by Kogan Page Publishers. This book was released on 2009-07-03 with total page 240 pages. Available in PDF, EPUB and Kindle. Book excerpt: International Communications Strategy is about the cross-cultural challenges currently facing PR practitioners. Offshoring, globalisation and the rise of China and India have been triggering unprecedented change in the communication sector. New channels of global communications are also being opened up by social media tools, bringing different cultures across the world together instantaneously online. Understanding cross-cultural aspects of PR includes understanding the culture of different societies, online culture itself and cross-border uses of social media. Communication is seen less and less as an operational function. While in the past organizations seemed to need communication practitioners only for colourful brochures and press releases, you are now expected to provide strategic advice and help senior executives to engage effectively with stakeholders in various parts of the world. At the same time, you are required to be knowledgeable about social media and internet cultures and to be able to link on-line and off-line PR work successfully. By providing information on alternative approaches as well as containing cross-cultural case-studies and examples, the book will give you points of reference and ideas that you will be able to use every time you are asked to provide strategic communication guidance to senior management/clients.

Download or read book Intercultural Competence The Key to Successful International Marketing written by Monika V. Kronbügel and published by GRIN Verlag. This book was released on 2015-09-21 with total page 224 pages. Available in PDF, EPUB and Kindle. Book excerpt: Doctoral Thesis / Dissertation from the year 2015 in the subject Business economics - Offline Marketing and Online Marketing, grade: A, Comenius University in Bratislava (Faculty of Management), language: English, abstract: In today’s globalized world, international marketing becomes more and more important for businesses aiming to be successful on a global level. As Monika V. Kronbügel shows in her up-to-date dissertation, attaining cross-cultural competence has therefore become a key factor in ascertaining business’s success. Cultural differences may lead to specific preferences and require an adaptation of the marketing strategy to secure a product’s profitability. Accordingly, already during the phase of product development, it is helpful to analyze the cultural and social context of certain customer groups. Especially in supersaturated markets with comparable company goods and services, economic success can depend on such comparatively slight product differentiation. However, the relevance of intercultural competence has often been overlooked. This dissertation introduces a 4-phase-model for intercultural training – the ITMC-Method. It is designed to support businesses in their intercultural development. The author investigates how far businesses already make use of their possibilities to meet the cross-cultural and developmental requirements. Monika V. Kronbügel is an expert on the subject of international marketing as well as on working with such a diversity approach. She has collected valuable experience in international business development for many years and is now managing her own internationally oriented company dealing with organizational & people development. Key words: marketing, culture, international marketing, intercultural marketing, cross-cultural, intercultural, management, global marketing, globalization, leadership, diversity, mentality, behavior, attitude, communication, training, learnings, ITMC

Download or read book Cross Cultural Marketing written by Vescovi, Tiziano and published by Edward Elgar Publishing. This book was released on 2022-01-20 with total page 352 pages. Available in PDF, EPUB and Kindle. Book excerpt: Viewing Europe as the centre of intercultural confrontation with its own set of subcultures, Cross-Cultural Marketing analyses the cultural comparison between East and West from a European perspective. Structured in four parts, the textbook explores the cross-cultural approach; a model of cross-cultural marketing strategy; marketing choices and decisions, and cross-cultural marketing challenges. At the end of each part, business cases and intercultural stories pose challenging questions for students’ discussion.

Download or read book Intercultural Marketing written by Ivana Beveridge and published by Routledge. This book was released on 2020-11-17 with total page 181 pages. Available in PDF, EPUB and Kindle. Book excerpt: With companies actively marketing products and services beyond their borders, marketers must understand culturally ingrained consumer behavior throughout the world. Focusing on psychological and social dimensions of these behaviors, this textbook brings together academic research and contemporary case studies from marketing practice. Built on a strong, cross-disciplinary theoretical foundation and extensive practice experience, this concisely written text is a practical guide to understanding the intricacies of cultural influence on consumption, and for the design and implementation of effective intercultural marketing strategies, focused on branding and promotion. The book uses representative, well-known corporate cases while also including dynamic examples from the sharing economy, blockchain, and emerging economy companies. Incorporating strategy, sociology, linguistics, cross-cultural communications, psychology, philosophy, religious studies, and economics, the book is particularly distinguished from the mainstream by introducing non-Western frameworks. Upper-level undergraduate and postgraduate students of marketing and international business will benefit from the book’s new concepts and novel methods, as well as clear objectives, examples, and discussion topics in each chapter. Instructors will appreciate the inclusion of a semester-long project for students, allowing them to wear the "practitioner’s hat" and including practice in a netnographic research method.

Download or read book Global Marketing and Advertising written by Marieke de Mooij and published by SAGE Publications. This book was released on 2013-08-27 with total page 416 pages. Available in PDF, EPUB and Kindle. Book excerpt: Packed with cultural, company, and country examples that help explain the paradoxes international marketers are likely to encounter, Global Marketing and Advertising (by Marieke de Mooij) offers a mix of theory and practical applications as it covers globalization, global branding strategies, classification models of culture, and the consequences of culture for all aspects of marketing communications.

Download or read book Intercultural Marketing The Impact of Culture on the Marketing Mix written by Olivier Samo and published by GRIN Verlag. This book was released on 2015-10-07 with total page 65 pages. Available in PDF, EPUB and Kindle. Book excerpt: Bachelor Thesis from the year 2014 in the subject Business economics - Offline Marketing and Online Marketing, grade: 2.3, University of Applied Sciences Wiesbaden Rüsselsheim Geisenheim, language: English, abstract: The objective of this presented bachelor thesis is to demonstrate how culture affects international marketing activities, thus portray the marketing intercultural branch. In other words, the reader will gain an idea of the importance of culture in the strategic marketing planning. From a marketing point of view, it is recognizable that worldwide interdependence of economies has partly created homogeneity of business operations, but the world is still comprised of cultural differences and specificity and various consumer behaviors and needs. Bearing this fact in mind, enterprises integrate culture more and more into international marketing activities, especially when doing business in an environment full of cultural diversity. The question of a strategic choice is raised at this point. Active international corporations have to decide whether to standardize or to adapt to marketing-mix activities. This leads to the following questions: which factors determine businesses choice for a differentiated or a standardized strategy in marketing mix activities? To what extent can companies standardize goods and services? Is standardization relevant for all marketing mix activities and for all foreign target markets? Is it a necessary for the active international firm to adapt their activities to each national culture? How important is the impact of culture on marketing-mix? The presented paper will provide some preliminary answers to these questions with an emphasis on marketing-mix elements and will investigate whether and to what extent culture should be considered as a strategic key success factor.

Download or read book The Global Business written by Erdener Kaynak and published by Taylor & Francis. This book was released on 2022-10-10 with total page 443 pages. Available in PDF, EPUB and Kindle. Book excerpt: Global competition is being fueled by economic, technological, legal/political, and social changes taking place around the globe. As trade blocs and countries emerge and change, they offer certain opportunities and present certain threats for domestic companies. As U.S. companies enter the world market, they will be faced with increased competition. To ensure greater success against this competition, this timely book provides concepts, techniques, and strategies for professionals guiding these firms into the world market. The Global Business is need- and action-oriented. It shows the steps in the globalization process, complete with ample company and industry examples from a variety of regions and countries of the world. An ideal book for marketers, managers, and professors alike, these frequently asked questions are just a few that are answered in The Global Business: What are the best methods of operating in global markets? Is there such a thing as global consumer? If so, what are his/her characteristics? What are the decisionmaking rules in global markets? Does global marketing strategy differ in any way from domestic marketing strategy? What is a global firm and how does it act and behave? What are the emerging patterns and developments in global marketing theory and practice today? What does the future hold for global firms? The Global Business offers practical, managerial guidelines for business and marketing managers, public policymakers, and researchers and scholars of marketing on a global scale. It helps firms develop and maintain distinct competitive advantages in the foreign markets in which they wish to or do already operate. Among the topics discussed are global location strategy; global sourcing; the Euroconsumer; marketing in Socialist countries of Eastern Europe and the People’s Republic of China; joint venture formation, Third World marketing; and cross-cultural and cross-national consumer behavior.

Download or read book Handbook on Cross Cultural Marketing written by Glen H. Brodowsky and published by Edward Elgar Publishing. This book was released on 2020-09-25 with total page 304 pages. Available in PDF, EPUB and Kindle. Book excerpt: This Handbook suggests future directions for cross-cultural marketing research in a rapidly evolving global environment. It builds upon existing models and topics and addresses the methodological challenges of cross-cultural research and provides applied examples spanning various methodologies as well as industry sectors and country settings. In addition, contributors present new paradigms for future research.