Essay Instructions: International Marketing Environment
Course Resources
The Resources area for this course contains a variety of reference materials that will help you to complete the course activities. It is suggested that you become familiar with these resources before you begin the activities.
Textbooks will usually not be appropriate for doctoral-level courses, but rather an increasing emphasis on primary sources is expected. In every doctoral-level course, Students should find, read, and comment on peer-reviewed articles and synthesize their readings with their own ideas.
Introduction
To prosper in a world of abrupt changes and discontinuities, of newly emerging forces and dangers, and of unforeseen influences from abroad, firms need to prepare themselves and develop active responses. New strategies need to be envisioned, new plans need to be made, and the way of doing business needs to be changed. Further, the growth of global business activities offers increased opportunities. International activities can be crucial to a firm?s survival and growth. By transferring knowledge around the globe, an international firm can build and strengthen its competitive position. Therefore, international opportunities require careful exploration. What is needed is an awareness of global developments, an understanding of their meaning, and a development of capabilities to adjust to change. Firms must adapt to the inter-national market if they are to be successful (Czinkota, 2013). Moreover, international marketers must have an in-depth understanding of country-specific political, economic, legal, social, and legal systems. Equally, important, international marketers must have an in-depth understanding of country-specific cultural intelligence (Torres, 2013).
Required Reading:
Please refer to each Activity for required readings within Activity Resources.
Assignment 3 Impact of Culture in International Marketing
Success in the global marketplace requires that international marketers avoid making cultural blunders relating to a lack of understanding of country-specific cultural intelligence. Further, international marketers must have an in-depth understanding of country-specific consumer behavior and emotional preferences of products and services. Additionally, being a successful international marketer also requires an in-depth understanding of country-specific political, economic, social, and legal systems; as well as a clear understanding the targeted country?s history and geography (Torres, 2013).
Activity Resources:
? Kumar, V., Sunder, S., & Ramaseshan, B. (2011).
? Madden, T. J., Roth, M. S., & Dillon, W. R. (2012).
Main Task: Analyze How Culture Influences and Impacts in International Marketing:
Based on the section readings above, and your research:
? Review 3 international marketing blunders that have occurred in the last 25-years and talk about how these blunders could have been avoided. Analyze the cultural misunderstandings that led to these marketing mistakes? Critique the importance of using a local advertising agency to work with when going global?
? Why culture risk is just as important as commercial or political risk in the international marketing arena?
? You are on your first business visit to one of the South Asian countries. You feel confident about your ability to speak the language (you studied the language in school and have taken a refresher course), and you decide to use it. During introductions, you want to break the ice by insisting that everyone call you by your first name. Speculate as to the reaction.
? Jack Daniel?s whiskey uses its core American values of authenticity, masculinity, and fraternalism successfully in other English-speaking countries like the United Kingdom, Australia, and South Africa. How they can interpret the values of the brand to be more approachable in a culture like China? (For example, is very status-oriented in terms of the middle class.)
Support your paper with five (5) scholarly sources. In addition to these specified resources, other appropriate scholarly resources, including older articles, may be included.
Length: 5 pages not including title and reference pages
Your paper should demonstrate thoughtful consideration of the ideas and concepts that are presented in the course and provide new thoughts and insights relating directly to this topic. Your response should reflect scholarly writing and current APA standards.
