Welcome to Introduction to International Marketing by Dr Welcome to Introduction to International Marketing by Dr. Satyendra Singh Professor, Marketing and International Business University of Winnipeg Canada s.singh@uwinnipeg.ca http://abem.uwinnipeg.ca www.abem.ca/conference

The International Model

Culture: Self Reference Criterion (SRC) and Ethnocentrism SRC: one’s own cultural values, experiences, and knowledge as a basis for decisions Ethnocentrism: one’s own culture or company knows best how to do things SRC and ethnocentrism impede the ability to assess a foreign market in its true light

The Obstacle Meanings, values, symbols, and behavior relevant to our own culture are different from those of foreign cultures Relying on one’s SRC could produce an inadequately adapted marketing program

Avoiding the Obstacle Define the goal in foreign-country cultural traits, habits, or norms, with natives of the target country. Make no value judgments. Isolate the SRC influence on the goal. Redefine the goal without the SRC influence.

Isolating SRC from goal?

Developing a Global Mindset Tolerance of cultural differences Understanding such differences and accepting and working with others Knowledge of Cultures History Market potential Economic, social, and political trends

Example of Cultural Differences and resolutions…

Example of Cultural Differences and resolutions

In Iran, Saudi Arabia…, the controversy

Even a neutral word “Joy” can be controversial

May be unacceptable in some cultures  hampers creativity and standardization  and therefore profitability

The alternatives at the expense of creativity

More important in luxury

True luxury advertisements are even different Clive Christian Imperial Majesty + $200,000

In-Class Group Activity: 30-45 minutes SRC and Ethnocentrism Identify international brands (6 each for SRC and Ethnocentrism) Explain how these brands overcame the SRC and Ethnocentrism challenges Show advertisements to support your explanation for each brand Prepare a 15-minute (Max) group presentation using PowerPoint Slides Please e-mail the PPT slides at drsatsingh@gmail.com and write “your group # and SRC/Ethnocentrism” in the subject line, so I could browse it before your presentation.