1. Welcome to Introduction to International Marketing Dr. Satyendra Singh University of Winnipeg Canada

2. The International Model

3. 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 Culture: Self Reference Criterion (SRC) and Ethnocentrism

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