Marketing Concept Intercultural Communication
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Marketing Concept Intercultural Communication
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Author : Natalie Züfle
language : en
Publisher: GRIN Verlag
Release Date : 2011-10-11
Marketing Concept Intercultural Communication written by Natalie Züfle and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2011-10-11 with Political Science categories.
Research Paper (undergraduate) from the year 2009 in the subject Politics - Other International Politics Topics, grade: 1,0, Free University of Berlin (Center for Global Politics), course: Intercultural Communication, language: English, abstract: A product which could be sold in my tandem-partner’s country Oman is air conditioning systems – due to the sheer heat and humidity, especially in summer time. Thereby, I assume that a certain demand in cooling systems is given. In the following, I will develop a marketing strategy for advertising air conditioning systems in Oman. The strategy will be based primarily on intercultural communication aspects.
Intercultural Communication As A Strategy Of Global Marketing
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Author : Kathrin Gerbe
language : en
Publisher: GRIN Verlag
Release Date : 2007-09
Intercultural Communication As A Strategy Of Global Marketing written by Kathrin Gerbe and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2007-09 with categories.
Essay from the year 2007 in the subject Communications - Intercultural Communication, grade: 1,0, University of Newcastle upon Tyne, course: Language and Cross-Cultural Communication, language: English, abstract: The world is growing together. In the wake of globalization many companies have expanded their markets to countries around the world. No matter if in Europe, America, Africa, Asia or Australia - everywhere we are greeted by the familiar corporate logos of global players like Coca Cola, McDonald's and Burger King. I would like to suggest that an important factor of the international success of these companies are specialised marketing concepts, which are based on the individual culture of the respective target country. Intercultural communication seems therefore an important element in marketing products worldwide. In this essay, I will have a look at a company whose name has become synonymous with globalization: McDonald's. The development of the term "McDonaldization" shows that the company's strategy of efficiency, calculability, predictability and control is effective around the globe (Ritzer in Usunier 2000; Jandt 2004).
Intercultural Communication And International Marketing Corporate Advertising On The Internet
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Author : Natalia Magiati
language : en
Publisher: GRIN Verlag
Release Date : 2006-01-19
Intercultural Communication And International Marketing Corporate Advertising On The Internet written by Natalia Magiati and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2006-01-19 with Business & Economics categories.
Diploma Thesis from the year 2005 in the subject Business economics - Offline Marketing and Online Marketing, grade: 2,0, University of Heidelberg, language: English, abstract: This research examines the relevance of intercultural communication for international marketing, focusing on corporate advertising via the Internet. The first chapter outlines the importance of cultural competence in the field of translation by analyzing the role of modern translators as language, culture and information mediators. Reference is also made to a relatively new field of translation, namely localization. Chapter 2 deals with different definitions and concepts of culture, and various approaches concerning which elements comprise it. Furthermore, it analyzes important culture-related terms also influencing intercultural communication, such as language, cultural differences, culture shock, ethnocentrism and stereotypes. The third chapter is devoted to communication, its components, forms and media. Chapter 4 illustrates the significance of intercultural communication by examining different intercultural aspects and concepts, and providing information on a definition and history of the term and on important intercultural communication theorists. Chapter 5 focuses on the phenomenon of globalization, both in cultural and economic terms. The next chapter refers to the significance of communication and culture skills for international managers and to key competences of international management that can be trained. Chapter 7 explores the broad field of marketing, emphasizing corporate identity and the elements comprising it, essential marketing strategies implemented by multinational companies and the international marketing principle “Think global, act local”, indicating how intercultural communication can determine the success of marketing activities. The last part of this chapter approaches the debate “standardization versus differentiation”. Chapter 8 is dedicated to advertising as a form of communication, common advertising strategies illustrated through concrete examples, cultural elements that advertisers should take into consideration and the two variants of international advertising campaigns: standardized versus culture-adapted advertising. The last chapter, after giving an insight into the history of the Internet and its multiple functions, explores its use as an instrument of international marketing communication and public relations, and as an advertising medium, focusing on corporate websites of multinational companies.
Cross Cultural Marketing
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Author : Vescovi, Tiziano
language : en
Publisher: Edward Elgar Publishing
Release Date : 2022-01-20
Cross Cultural Marketing written by Vescovi, Tiziano and has been published by Edward Elgar Publishing this book supported file pdf, txt, epub, kindle and other format this book has been release on 2022-01-20 with Business & Economics categories.
Viewing Europe as the centre of intercultural confrontation with its own set of subcultures, Cross-Cultural Marketing analyses the cultural comparison between East and West from a European perspective. Structured in four parts, the textbook explores the cross-cultural approach; a model of cross-cultural marketing strategy; marketing choices and decisions, and cross-cultural marketing challenges. At the end of each part, business cases and intercultural stories pose challenging questions for students’ discussion.
Intercultural Communication Globalisation And Advertising
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Author : Sebastian Plappert
language : en
Publisher: GRIN Verlag
Release Date : 2010-07
Intercultural Communication Globalisation And Advertising written by Sebastian Plappert and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2010-07 with Advertising campaigns categories.
Essay from the year 2007 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: Distinction, Macquarie University, course: ICOM 821 Intercultural Communication, language: English, abstract: This paper argues that advertising standardisation is only possible when cultures overlap. For this reason, the term of culture has to be captured and defined, before globalisation and its effect on advertising is considered. Then, the paper will investigate how advertising communicates across cultures and point out chances and flaws of Hall's and especially Hofstede's approach. By reviewing localised and standardised advertising, finally, a hybrid advertising strategy will be suggested.
Marketing Across Cultures
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Author : Jean-Claude Usunier
language : en
Publisher: Prentice-Hall PTR
Release Date : 2000
Marketing Across Cultures written by Jean-Claude Usunier and has been published by Prentice-Hall PTR this book supported file pdf, txt, epub, kindle and other format this book has been release on 2000 with Export marketing categories.
Based on the recognition of diversity in world markets and on local consumer knowledge and marketing practices, this work offers an approach to global marketing. It emphasizes comparisons of global and local consumption.
Intercultural Competence The Key To Successful International Marketing
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Author : Monika V. Kronbügel
language : de
Publisher:
Release Date : 2015-09-24
Intercultural Competence The Key To Successful International Marketing written by Monika V. Kronbügel and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2015-09-24 with categories.
Doctoral Thesis / Dissertation from the year 2015 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: A, Comenius University in Bratislava (Faculty of Management), language: English, comment: ITMC method may be implemented in intercultural development within the areas of international marketing, human resource management and organizational development. Enlarged ITMC method presents an innovation in the field of intercultural communication training. Additionally, many parts of the dissertation thesis based on synthesis are reflecting and reminding the monographies oriented on selected areas of international management, cross-cultural marketing and intercultural communication and can be used as a relevant source of knowledge in particular fields., abstract: In today's globalized world, international marketing becomes more and more important for businesses aiming to be successful on a global level. As Monika V. Kronbugel shows in her up-to-date dissertation, attaining cross-cultural competence has therefore become a key factor in ascertaining business's success. Cultural differences may lead to specific preferences and require an adaptation of the marketing strategy to secure a product's profitability. Accordingly, already during the phase of product development, it is helpful to analyze the cultural and social context of certain customer groups. Especially in supersaturated markets with comparable company goods and services, economic success can depend on such comparatively slight product differentiation. However, the relevance of intercultural competence has often been overlooked. This dissertation introduces a 4-phase-model for intercultural training - the ITMC-Method. It is designed to support businesses in their intercultural development. The author investigates how far businesses already make use of their possibilities to meet the cross-cultural and developmental requirements. Monika V. Kronbugel is"
Cross Cultural Business Communication
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Author : Sven Rosenhauer
language : en
Publisher: diplom.de
Release Date : 2008-12-02
Cross Cultural Business Communication written by Sven Rosenhauer and has been published by diplom.de this book supported file pdf, txt, epub, kindle and other format this book has been release on 2008-12-02 with Business & Economics categories.
Inhaltsangabe:Introduction: The transfer of business activities across nations is growing at a rapid rate. The emergence of market economies in Latin America and Asia, the collapse of communism in the Soviet Union and Eastern Europe, and the emerging democracy in Africa have led, among other things, not only to increased global trade, international, multinational and transnational business, but also to an increased demand for international workforce since firms must employ people who possess international business skills in order to remain competitive in the global marketplace. How often does it happen that we meet someone doing business in the United States after representing his/her company in Asia, Middle East or Europe? How often do we meet someone obtaining an international degree abroad before doing business in China, France or Scandinavia? How often do companies require international experiences, mobility, and flexibility? The soft skills of intercultural competence and open-mindedness to cultural diversity are taught by universities around the world. But what happens with our own cultural identity while doing business worldwide? What happens if we conduct business in Japan but with an Italian colleague who lived in São Paulo for many years? Are we just applying intercultural competence or are we developing a universal business culture - apart from our own national culture? How does an international workforce communicate; is it adapting the communication style of the host-country, of a majority culture; or is it developing a communication style which is unique in international business? Are we speaking the same language at the end? Is the understanding of cultural diversity becoming less substantial and more implicit? If companies and organizations require the indispensable and vague defined soft skills of intercultural competence, could these skills be seen as an approach towards a universal business culture, likewise a universal business communication? Purpose of the Present Thesis: The purpose of the present thesis is to examine if and to which extent cultures converge in an international business environment and if intercultural competence has a bearing on it. Therefore, theoretical and practical insights in the subject of culture, its implicit and explicit differences, as well as its measurements will be provided. Due to the fact that communication - as a major cultural attribute - is the most obvious level on which cultural [...]
Intercultural Communication As A Strategy Of Global Marketing
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Author : Kathrin Gerbe
language : en
Publisher: GRIN Verlag
Release Date : 2007-06-09
Intercultural Communication As A Strategy Of Global Marketing written by Kathrin Gerbe and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2007-06-09 with Language Arts & Disciplines categories.
Essay from the year 2007 in the subject Communications - Intercultural Communication, grade: 1,0, University of Newcastle upon Tyne, course: Language and Cross-Cultural Communication, language: English, abstract: The world is growing together. In the wake of globalization many companies have expanded their markets to countries around the world. No matter if in Europe, America, Africa, Asia or Australia – everywhere we are greeted by the familiar corporate logos of global players like Coca Cola, McDonald’s and Burger King. I would like to suggest that an important factor of the international success of these companies are specialised marketing concepts, which are based on the individual culture of the respective target country. Intercultural communication seems therefore an important element in marketing products worldwide. In this essay, I will have a look at a company whose name has become synonymous with globalization: McDonald's. The development of the term “McDonaldization” shows that the company’s strategy of efficiency, calculability, predictability and control is effective around the globe (Ritzer in Usunier 2000; Jandt 2004).
Intercultural Marketing
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Author : Ivana Beveridge
language : en
Publisher: Routledge
Release Date : 2020-11-17
Intercultural Marketing written by Ivana Beveridge and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2020-11-17 with Business & Economics categories.
With companies actively marketing products and services beyond their borders, marketers must understand culturally ingrained consumer behavior throughout the world. Focusing on psychological and social dimensions of these behaviors, this textbook brings together academic research and contemporary case studies from marketing practice. Built on a strong, cross-disciplinary theoretical foundation and extensive practice experience, this concisely written text is a practical guide to understanding the intricacies of cultural influence on consumption, and for the design and implementation of effective intercultural marketing strategies, focused on branding and promotion. The book uses representative, well-known corporate cases while also including dynamic examples from the sharing economy, blockchain, and emerging economy companies. Incorporating strategy, sociology, linguistics, cross-cultural communications, psychology, philosophy, religious studies, and economics, the book is particularly distinguished from the mainstream by introducing non-Western frameworks. Upper-level undergraduate and postgraduate students of marketing and international business will benefit from the book’s new concepts and novel methods, as well as clear objectives, examples, and discussion topics in each chapter. Instructors will appreciate the inclusion of a semester-long project for students, allowing them to wear the "practitioner’s hat" and including practice in a netnographic research method.