1. 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

2. The International Model

3. 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

4. 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

5. 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.

6. Isolating SRC from goal?

7. 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

8. Example of Cultural Differences and resolutions…

9. Example of Cultural Differences and resolutions

10. In Iran, Saudi Arabia…, the controversy

12. Even a neutral word “Joy” can be controversial

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

14. The alternatives at the expense of creativity

15. More important in luxury

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

17. 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 the PPT slides at
and write “your group # and SRC/Ethnocentrism” in the
subject line, so I could browse it before your presentation.