Exam 2 Study Term Flashcards
Culture
Set of values, beliefs, rules and institutions held by a specific group of people
Subculture
a group of people who share a unique way of life within a larger, dominant culture.
Ethnocentricity
is the belief that one’s own ethnic group or culture is superior to that of others.
Cultural Literacy
detailed knowledge about a culture that enables a person to work happily and effectively within it
Values
Ideas, beliefs, and customs to which people are emotionally attached.
ex. honesty, freedom, and responsibility
Attitudes
reflect a people’s underlying values and tendencies that individuals harbor toward objects or concepts
Manners
appropriate ways of behaving, speaking and dressing in a culture
customs
habits or ways of behaving in specific circumstances that are passed down through generations in a culture.
Social structure
embodies a culture's fundamental organization, including its groups and institutions, its system of social positions and their relationships, and the process by which its resources are distributed. 3 groups: social group associations social status social mobility
social group association
collection of two or more people who identify and interact with each other
social status
positions within the structure
social stratification
social mobility
ease with which individuals can move up or down a culture’s social ladder
Brain Drain
Departure of highly educated people from one profession, geographic region, or nation to another
communication
system of conveying thoughts, feelings, knowledge, and information through speech, writing and actions
body language
Communicated through unspoken cues, including hand gestures, facial expressions, physical greetings, eye contact, and the manipulation of personal space.
M or Monochromatic
time is very linear and is a very ridged/precise thing
p or polychromatic
time runs on many levels simultaneously
cultural diffusion
The process whereby cultural traits spread from one culture to another
cultural imperialism
the replacement of one culture’s traditions, folk heroes, and artifacts with substitutes from another
Segmentation
Breaking large group of potential customers into smaller groups that have common needs. Similar reaction to marketing efforts
Targeting
Identifying which segments to go after
Differentiaion
Defining how you are going to be different from competitors targeting that segment
**focuses on developing a marketing mix that your target consumers will see as distinct from and superior to competing mixes.
Positioning
The strategy of making your brand occupy a distinct “position” in the minds of consumers
The 4 P’s
product, promotion and place
Pricing Methods
Cost-based pricing
market-based pricing
value-based pricing
Blending Product and Promotional Strategies
Product/Communications Extension(Dual Extension)
Product Extension/Communications Adaptation
Product Adaptation/Communications Extension Extension
Product/communication Adap
Product/Communications Extension (Dual Extension)
Extend the same home-market product and marketing promotion into target markets. slide 55
Product Extension/ Communications Adaption
Extend the same product into target markets but alters its promotion
Product Adaptation/Communications Extension
Adapt the product to the requirements of the international market while retaining the product’s original marketing communication
Product/Communications Adaptation (Dual Adaption)
Adapt both the product and its marketing communication to suit the target market
Human Resource Management
Process of staffing a company and ensuring that employees are as productive as possibile
Human Resource Management
Process of staffing a company and ensuring that employees are as productive as possibile
Ethnocentric Staffing
Staffing policy in which individuals from the home country manage operations aboard
Polycentric Staffing
staffing policy in which individuals from the host country mange operations
Geocentric Staffing
staffing policy in which the best-qualified individuals, regardless of nationality, manage operations aboard
Human Resource Planning
Process of forecasting a company’s human resource needs and its supply
Phases of Human Resource Planning
- Take inventory of current human resources
- Estimate firm’s future human resource needs
- Develop plan to recruit and select people for vacant and anticipated new positons
Recruitment
Process of identifying and attracting a qualified pool of applicants for vacant positions
Culture Shock
Psychological process affecting people living abroad that is characterized by homesickness, irritability, confusion, aggravation, and depression
expatriate failure
the early return by an employee from an international assignment because of inadequate job performance
Reverse Culture Shock
Psychological process of re adapting to one’s home culture
