Marketing Across Cultures 

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• 1. Table of Contents

• 2. BackCover

• 3. Marketing Across Cultures

• 4. Introduction

  In Marketing Across Cultures: Are You Enlightening

• 5. A NEW THEORY OF MARKETING

  A NEW THEORY OF MARKETING

• 6. Chapter 1: Marketing in a Multicultural and Changing World

  OVERVIEW

• 7. CHANGING DEMOGRAPHICS

  CHANGING DEMOGRAPHICS

• 8. THE MARKETERS RESPONSE

  THE MARKETERS RESPONSE

• 9. Chapter 2: Cultural Differences in a Marketing Context: Value Dimensions

  MARKETING DILEMMAS DERIVING FROM CULTURAL DIFFERENCES: IDEOGRAPHIC AND NOMOTHETIC APPROACHES

• 10. A TYPOLOGY FOR DILEMMAS OF MARKETING

  A TYPOLOGY FOR DILEMMAS OF MARKETING

• 11. THE DILEMMA BETWEEN THE UNIVERSAL AND THE PARTICULAR

  how does ikea differentiate it marketing across cultures

• 12. THE DILEMMA BETWEEN INDIVIDUALISM AND COMMUNITARIANISM

  middle road between individualism and communitarianism walmart and communitarian culture of china successful industries in diffuse cultures auto industry - marketing across cultures

• 13. THE DILEMMA BETWEEN SPECIFIC AND DIFFUSE

  is singapore a diffuse or specific culture? the effect of specific-diffuse orientation on business

• 14. THE DILEMMA BETWEEN NEUTRAL. AND AFFECTIVE ORIENTATION

  in china is passionate expression of emotion encouraged or

• 15. Chapter 3: Cultural Differences in a Marketing Context: Further Value Dimensions

  south korea is internal or external control

• 16. THE DILEMMA BETWEEN INTERNAL AND EXTERNAL CONTROL

  THE DILEMMA BETWEEN INTERNAL AND EXTERNAL CONTROL

• 17. DILEMMAS ARISING BECAUSE OF DIFFERENT MEANINGS GIVEN TO TIME

  DILEMMAS ARISING BECAUSE OF DIFFERENT MEANINGS GIVEN TO TIME Reconciling Sequential and Synchronic

• 18. Chapter 4: Marketing Research Across Cultures

  THE MEASUREMENT OF MEANING Sampling Errors Research Instruments in International Market Research Cross-Cultural Validity Construct Validity Content Validity

• 19. CROSS-CULTURAL RELIABILITY

  CROSS-CULTURAL RELIABILITY Problem Areas in Cross-Cultural Market Data Collection Data Analysis

• 20. UNDERTAKING MARKET RESEARCH WITH ETHNIC MINORITIES

  UNDERTAKING MARKET RESEARCH WITH ETHNIC MINORITIES

• 21. Chapter 5: Branding Across Cultures

  OVERVIEW

• 22. CULTURES AS PRODUCT ENDORSERS

  CULTURES AS PRODUCT ENDORSERS

• 23. THE MEANING OF BRANDS ACROSS CULTURES

  THE MEANING OF BRANDS ACROSS CULTURES

• 24. THE CHALLENGE FOR BRANDS

  THE CHALLENGE FOR BRANDS

• 25. MARKET BELIEFS ABOUT BRANDS

  Chapter 6 One of the attractive features of franchising is that

• 26. Chapter 6: Franchising Across Cultures

  FRANCHISING AS A DISTRIBUTION CHANNEL

• 27. START-UP COSTS

  START-UP COSTS

• 28. POLITICAL RISKS

  POLITICAL RISKS

• 29. DILEMMAS OF FRANCHISING

  DILEMMAS OF FRANCHISING Franchising Dilemma 1: Global versus Local Brand Image Franchising Dilemma 2: Control versus Independent Brand Image Franchising Dilemma 3: Exclusivity versus Broad Brand Diffusion

• 30. Chapter 7: Marketing Across Ethnic Boundaries

  OVERVIEW

• 31. DEFINITIONS

  DEFINITIONS Mono-Ethnic Marketing: the Melting Pot Multiethnic Marketing Approach

• 32. THE RAINBOW CHALLENGE: TOWARDS TRANSCREATION

  THE RAINBOW CHALLENGE: TOWARDS TRANSCREATION Ethics

• 33. Chapter 8: E-Marketing Dilemmas Across Cultures

  THE INTERNET AS A BUSINESS ECOSYSTEM The New Interactionist Model

• 34. E-MARKETING DILEMMAS

  E-MARKETING DILEMMAS Dilemma 1: Global versus Local Approaches Dilemma 2: A broad Spectra of Customers versus Deep Personalized Customer Relationships Dilemma 3: High Tech versus High Touch: Face-to-Face versus Internet Selling Dilemma 4: Uniting Inner and Outer Orientation Dilemma 5: Premier Pages: The Bridge between Gift and Sale

• 35. Chapter 9: Dilemmas of Strategic Marketing

  OVERVIEW

• 36. THE TOP-DOWN VERSUS BOTTOM-UP DILEMMA

  pizza hut contest example picture of relationship

• 37. THE INSIDE-OUT VERSUS THE OUTSIDE-IN DILEMMA

  THE INSIDE-OUT VERSUS THE OUTSIDE-IN DILEMMA

• 38. THE LATERAL TENSION BETWEEN DIFFERENT ALTERNATIVE ACTIVITIES

  THE LATERAL TENSION BETWEEN DIFFERENT ALTERNATIVE ACTIVITIES Technical Excellence and the Emotional Climate

• 39. THE COST-BENEFIT ANALYSIS OF MARKETING ACROSS CULTURES

  test determine your overall culture orientation and develop your capacity to reconcile dilemmas with respect to the use of models in decision making

• 40. Chapter 10: Develop Your Capacity to Reconcile Dilemmas

  OVERVIEW

• 41. TEST YOURSELF

  TEST YOURSELF Case 1. How do We Serve Hot Breakfasts to US Passengers? Case 2. A British Supermarket s Misplaced Marketing Strategy Case 3. The Globalizing Beer Company Case 4. German Dairy Products Go Sour in the Netherlands Case 5. The Importance of Titles Case 6. Silent Eater Case 7. FuturePast Confusion

• 42. Conclusion

• 43. Appendix A: Accumulating and Interpreting the Evidence

  OVERVIEW

• 44. SAMPLING

  SAMPLING

• 45. FINAL QUESTIONNAIRE DESIGNS

  FINAL QUESTIONNAIRE DESIGNS

• 46. QUALITATIVE INTERVIEW DATA

  QUALITATIVE INTERVIEW DATA

• 47. DATA MINING

  DATA MINING 1: Cases Sorted by Country 2: Cases Sorted by Manager Function 3: Cases Sorted by Gender Implementing the Induction Algorithm

• 48. LIMITATIONS OF THE CURRENT DATABASE

  LIMITATIONS OF THE CURRENT DATABASE

• 49. FUTURE WORK AND EXTENDING THE ANALYSIS

  FUTURE WORK AND EXTENDING THE ANALYSIS

• 50. Bibliography

  Brown, C. (1992), Same difference: the persistence of racial disadvantage in the British Employment Market’, Trompenaars, F.and Woolliams, P. (2003) Business Across Cultures. Capstone, UK

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