,Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,*,Intercultural Business Communication,Week 4,Contents,Value,Cultural Patterns,-Hofstede,-Trompenaars,-Kluckhohn&Strodtbeck,-Edward Hall,Priorities of Value,Culture,Priorities of Values,American,Equality,Freedom,Openness,Self-reliance,Cooperation,Russian,Family,Freedom,Self-reliance,Openness,Possessions,French,Self-reliance,Freedom,Openness,Relationships,Time,Japanese,Relationships,Group harmony,Family,Freedom,Cooperation,Korean,Family,Cooperation,Relationships,Group harmony,Spirituality,Arab,Seniority,Spirituality,Reputation,Family,Authority,Chinese,Equality,Freedom,Family security,Group harmony,Cooperation,Hofstedes Cultural Dimensions,Individualism vs.Collectivism,-the most widely researched,-Chinese:个体主义个人/自私,Individualism indicates the extent to which a society is a loosely knit social framework in which people are supposed to take care of only themselves and their immediate families.,Collectivism(集体主义,-common interests,conformity,cooperation&interdependence,Collectivism indicates a tight social framework in which people distinguish between in-groups&out-groups and expect their in-group to look after them,Hofstedes Cultural Dimensions,Hofstedes Cultural Dimensions,In-group,Immediate family,Extended family,Relatives,Acquaintances,Friends,Classmates,Colleagues,Out-group,People who are basically strangers,People who only have business relationships with you,People who are not close to you,Hofstedes Cultural Dimensions,Attitudes&,Behaviors,Individualists,Collectivists,Social values,Self,Group members,Relationships,with group,members,Competition,Cooperation,Speak your mind,and tell the truth,Maintain harmony and,avoid confrontations,Term:“I,Term:“We,Follow universal rules,Fulfill obligations to,in-group members,Relatively little difference,in behavior toward,in-group&out-group,members,Big difference between,in-group,and out-group behaviors,Less intimate with,in-groups&less,hostile to out-groups,More intimate with,in-groups and more,hostile to out-groups,Occurs within groups,&between groups,Cooperate with members,of in-groups but not with,members of out-group,Power Distance,It indicate the extent to which a society accepts the fact that power in institutions and organizations is distributed unequally among individuals,-Typical characteristics,(,Decentralization;Active participation,etc),-In business management world,(Obedience;Execution;Saying yes),Hofstedes Cultural Dimensions,Uncertainty Avoidance,It indicates the extent to which a society feels threatened by ambiguous situation and tries to avoid them by providing rules,believing in absolute truths,and refusing to tolerate deviance,High&Low,High-people tend to make a lot of rules to avoid uncertainties;,Low-people tend to accept differences,be relax about those differences,Hofstedes Cultural Dimensions,Masculinity vs.Femininity,Masculinity,-,the extent to which the dominant values in a society tend towards assertiveness and acquisition of things and away from concern for people and the quality of life,Femininity,-it stresses naturaring,caring attention to peoples feelings and needs;sex roles are more flexible,Hofstedes Cultural Dimensions,Three corresponded to Hofstedes first three,Long-term vs.Short-term,Long-term,-values oriented towards the future;,Short-term,-values rather oriented towards the past and present,Bonds Chinese Value Survey,Marketing Mix,It is the set of controllable,tactical marketing tools that the firm blends to produce the response it wants in the target market.,It consists of everything the firm can do to influence the demand for its product.,Marketing Mix-4“Ps,Target Customers,Intended Position,Variety,Quality,Design,Features,Brand names,Packaging,Services,Product,List Price,Discounts,Allowances,Payment period,Credit terms,Price,Advertising,Personal Selling,Sales promotion,Public relations,Promotion,Channels,Coverage,Assortments,Locations,Inventory,Transportation,Logistics,Product,Market Strategies,Definition,The marketing logic by which the company hopes to achieve,strong,and,profitable,customer relationships,.It involves deciding,which customers to serve,(segmentation and targeting)and,with what value proposition,(differentiation and position).,Ma,Functions,Identifiy the total market,Divide into smaller segments,Select proper segment(s),The relationship with MKT Mix,Market Strategies,Profitable,Customer,Relationships,Marketing,Planning,Marketing,Implementation,Marketing,control,Marketing,Analysis,Target,Marketing,Marketing,Positioning,Target,Marketing,Product,Price,Place,Promotion,MKT,Intermediaries,Competitors,Suppliers,Publics,