Lec 4

Question 1

Culture Reference Points

Answer 1

Languages and Communication
Beliefs, Attitudes and Behaviours
Time
LEarning
Rewards/Recognition
Food
Values, Norms and Agreements
Relationships
Religion
Self and Space
Dress and Apperance
Symbols, Heroes and Rituals

Question 2

Culture in the Marketing Mix

Answer 2

Product:
Adjusted to suit different markets,
• Ex: Mecca Cola is a cola flavoured product that is pro-Muslim and is marketed as an alternative to US cola products.
• Comparing foods in China and Australia a very big difference is evident.

Price:
Cultures value products differently, currencies also vary.
• Ex: Clothing is generally cheaper in Asia than in Australia

Place:
Eating out varies between nations:
• Ex: Japan have sushi trains, Americans have diners, other cultures literally eat outside or on the ground

Promotion:
Products need to be marketed according to cultures
Ex: Swim suits in Australia will be marketed differently to swim suits in Saudi Arabia

Question 3

14. How to Set Up, Conduct & Manage International Negotiations

Answer 3

Business Negotiations
International Business Negotiations are very important and are conducted with much reference to cultures and social norms.

Types of Negotiation (Main ‘Styles’)
•	Russian 
•	Japanese 
•	 American 
•	Arab 
•	‘Todays’ 

Setting Up International Negotiation Structure

1. Traditions / Customs  Observe
2. Language  Appropriate
3. Team Members (sales, legal, translators, experts)
4. Authority Limits  Participants
5. Areas To Be Covered  In Negotiations
6. Ethics
7. Type / Term of Agreement
8. Dispute Resolution

Question 4

Language and Communication e.g.

Answer 4

• On a recent visit to Australia the French president described Malcolm Turnballs wife as “delicious”

Question 5

Beliefs Attitudes and and Behaviours

Answer 5

Referred to as sources of meaning.

Question 6

Time

Answer 6

Varies between cultures.
• Linear Time – Doing things one at a time  Nth America
• Multi-Active Time – The ‘present’ is more important than the future  Sth Eur
• Cyclic Time – Time is viewed in natural cycle “day, month, year etc.  Est Countries
• Walk Around the Pool Time – Look at options, consider linkages, make decisions  China
• Meticulous Time – Properness, courtesy and tradition of time segmentation  Japan

Question 7

Learning

Answer 7

Learning styles are the product of his or her culture background / upbringing
• Asia - Tends to be FORMULA based
• West tends to be EXPERIENCE based

Question 8

Rewards/Recognition

Answer 8

Not the same thing and vary between countries. Important to research the right MIX from your firm in any given country situation
• Main Options  Fixed / Variable, Random, Rolling, Social, Staggered
• The ‘Diagiou’
o Professional shoopers who buy Aus products to be shipped to Chinese consumers Ex: Baby Formula
o Worth $600 million a year

Question 9

Food e.g.

Answer 9

People eat differently all around the world, just compare their breakfast

Question 10

values Norms and Agreements

Answer 10

How are business obligations honoured / resolved? Honouring an obligation and resolving disputes in some cultures rely on:
• A Formal Legal System and in other nations,
• Friendships & Handshakes are important.