Beruflich Dokumente
Kultur Dokumente
To communicate effectively with different people in different, in different language and from different culture.
Globalization of business and economy
Kluckhohn-Strodtbecks framework
ORIENTATION
HUMAN NATURE Good
(theory Y) Ambitious, self motivated America
RANGE
Evil
(theory X) America, India Lazy, dislike work
Mixed
Internal
Dominant Believe that man can control nature Allopathic medicine UK,US
External
Harmony Peace between man & nature Homeopathic medicine India
Subjugation
Destiny & God Control everything Ayurvedic medicine Islamic countries
TIME SENSE
Present
Live in present Short term planning Arab countries
Past
Decisions from lessons learnt from past India, middle east countries
Future
Better future can be planned and controlled UK,US
ACTIVITY
Doing
Self identification through action & performance Innovation is high Americans & Germans
Being
Philosophical Abstract thinkers More social connections Feelings are more then logic India, china
Containing
Self control people Balance between feelings & logics Japan
SOCIAL RELATIONS
Hierarchical
Respect for seniority Communication is from top-to bottom Thiland,china,indonesia
Collectivist
Strive for majority Prefer working in groups Group decision making Japan
Individualist
Strive for individual excellence Self control people Individual decision making Americans
Hofsteds framework
Power Distance
Low distance
Relatively equal power between those with status/wealth and those without status/wealth
High distance
Extremely unequal power distribution between those with status/wealth and those without status/wealth
Individualism
The degree to which people prefer to act as individuals rather than a member of groups
Collectivism
A tight social framework in which people expect others in groups of which they are a part to look after them and protect them
Masculinity
The extent to which the society values work roles of achievement, power, and control, and where assertiveness and materialism are also valued
Femininity
The extent to which there is little differentiation between roles for men and women
Uncertainty Avoidance
Time Orientation
Long-term Orientation
A national culture attribute that emphasizes the future.
Establishing a Budget
PROMOTION
Advertising
Any paid form of non-personal communications about a company and its products by an indentified sponsor. Intended to create awareness and favorable attitudes. Importance of advertising and its cultural role in a society varies dramatically
Government regulations can effect the Content , Language, Target audience (no advertising towards children) Format of advertising.limit the frequency
In Germany- allow no comparative advertisements, may limit the frequency -, such as Italy allows no more than 10 showings per year)
Sales promotion
Involves short-term activities, Intended to stimulate shopping and actual purchase: It may be directed at:
Consumers:- coupons,rebates,premiums,contests, and price-off Retailers and wholesalers: discounts,sales contests,free goods, price deals and
promotional allowance
France and austria do not allow sales premiums where a particular good may be sold below cost In Finland it is illegal to use word free, as in buy one get one free
Personal selling
Objectives are to find prospects, convert prospects to customers and to get the buyer to buy a companys product Selling process has six steps: a)Prospecting and qualifying b)Presale preparation c)Presentation and demonstration d)Resolving objections and questions raised adequately e)Closing-Getting customer to agree to buy f)Follow-up after the sale Selling process vary across cultures;
In some eastern cultures:- saying no to anyone is considered inappropriate In Latin American culture; discussing sales presentation in first or second meeting is never appropriate, and hence selling process is very long and may take several weeks or even months.
Publicity: press releases, event sponsorship, feature articles, exclusive interviews, press conferences.. Public relations:a) internal publics: Employees, stakeholders and board of directors To maintain their support and provide imp. Information b)External publics: Customer, suppliers, govt. ,press and financial institutions To maintain a positive image and gain needed support Through memos, company events and company magazines, news letters and news papers It is essential that companies communicate effectively with international publics: For consistent, cordinated, global public relations To be perceived as good corporate citizens, as environmentally responsible and as contribution to the good of society.
Direct marketing
This is an interactive system of marketing that uses one or more advertising media to effect a measurable response in the form of an order, an enquiry or a visit to a store or other place of business for purchase of a specific product It can build loyalty, create awareness, build store traffic. Tools of direct marketing: Direct mail,Telemarketng,catalogue marketing and edirect mail.
In Chile-mail recipient may be expected to pay up to half of the mailing cost. In US and European mailing systems: European factors such as: Higher costs of and wide variance in postal rates Stricter advertising and promotion claim regulations Lower credit card penetration rates for payments And difference in merchandise return policies
The difference between these two Pepsi websites is obvious and stands out:
On the South Korean website there are a lot of people in every bubble and they are mostly presented in groups. On the contrary, the American website as a bearer of individualistic culture doesnt use any people to carry its message.
KFC: Would you be put off if you found out KFC wanted you to eat your own fingers? Indeed, the KFC slogan finger-lickin good got interpreted as eat your fingers off in China
Chevrolet: When the Chevy Nova car was launched in Latin America, Chevrolet experienced a massive drop in sales in that market. The word no va means it doesnt go in Spanish, when clearly Chevrolet wanted Chevy Nova to go always