SYLLABUS

SYLLABUS

IBS 102 INTERNATIONAL MARKETING

COURSE OUTLINE

1. Global marketing
2. Cultural Environment of Global Marketing
   History and Cultural Dynamics
   Business Customs and Practices
   Political Environment
   Legal Environment
   Developing Markets
   Multinational Market Regions and Groups
   
   
3. Global Marketing Management
   Planning and Organization
   Researching Global Markets
   Developing Products and Services for Global Markets
   International Distribution
   Export Trade Mechanics
   Global Advertising and Promotion
   Selling and Personnel Management
   Pricing for International Markets
   
   

SYLLABUS

IBS 102 INTERNATIONAL MARKETING

The following general guidelines may be used in preparing oral or written case analyses.

There may be several feasible courses of action regarding the solution to any case. It is more important to concern yourself with the process of problem definition and isolation, analysis and evaluation of alternatives and the choice of one or more recommendations, than to simply try to find a single answer. Very often, the right answer is one which you can propose, explain, defend and make work.

• United Nations Statistical Yearbook
  Published annually by the United Nations, NY, NY.
  700 pages of detailed historical -statistics on every aspect of world business.
  
  
• UNESCO Social Statistical Compendium
  Publishing Service United Nations, NY, NY 100 17
  
  
• Organization for Economic Cooperation and Development (OECD)
  Series of economic reports about member nations.
  
  
• Annual, London: Euromonitor Publications:
  European Marketing Data and Statistics
  Consumer Europe
  International Marketing data and Statistics:
  - data on living standards for European & other countries
  Retail Trade International:
  - data on consumer purchase patterns by product & retail store
  
  
• Statistical Yearbook for Latin America
  Statistical Bulletin for Latin America
  Published annually by the United Nations, NY, NY.,
  
  
• Statistical Abstract of Latin America
  UCLA, Los Angeles
  
  
• The Markets of Asia/Pacific
  London: The Asia Pacific Center, LID. Printed in NY
  
  
• Culturgrams
  PVCC Library
  

NEWSPAPERS:

CHINA DAILY, (PRC)
FREE CHINA JOURNAL, (TAIWAN)
TORONTO GLOBE & MAR, (CANADA)
JAPAN TIMES, (JAPAN)
THE EUROPE, AN (EUROPE)
JERUSALEM POST, (ISRAEL)
LONDON TIMES, (ENGLAND)

ON-LINE RESOURCES:

ABIGLOBAL
BUSINESS DATELINE
NATIONAL TRADE DATA BANK
PREDICASTS
NEWSPAPER ABSTRACTS
BUSINESS PERIODICALS ONDISC

MAGAZINES:

ADVERTISING AGE
ASIA WEEK
ASIAN WALL STREET JOURNAL
BEIJING REVIEW
BUSE-TESS INTERNATIONAL
BUSINESS
BUSINESS ASIA
BUSINESS CHINA
BUSINESS EASTERN EUROPE
BUSINESS EUROPE
BUSINESS LATIN AMERICA
BUSINESS MEXICO
BUSINESS WEEK
COLUNIBIA JOURNAL OF WORLD
FAR EASTERN ECONONUC REVIEW
FORBES
FOREIGN AFFAIRS
FORTUNE
HARVARD BUSINESS REVIEW
HISPANIC
HISPANIC BUSINESS
HISPANIC TIMES
IN BRITAIN
INC.
INTERNATIONAL MANAGEMENT
JOURNAL OF INTERNATIONAL BUSINESS
JOURNAL OF INTERNATIONAL MARKETING
JOURNAL OF JAPANESE TRADE & INDUSTRY
LATIN AMERICA WEEKLY REPORT
MEMCO, COUNTRY PROFILES REPORTS
THE NATION
TRADE AND CULTURE
WALL STREET JOURNAL
WORLD PRESS REVIEW
WORLD TRADE
WTERNATIONAL EXECUTIVE

• Big Business Blunders: Mistakes in Multinational Marketing
  David Ricks (Dow Jones-Irwin)
  
  
• Business China
• Business France
• Business Germany
• Business Italy
• Business Japan
• Business Korea
• Business Mexico
• Business Taiwan
  Peggy Kenna & Sondra Lacy (NTC Business Books)
  
  
• Chinese Etiquette & Ethics in Business
  Bove De Mente (NTC Business Books)
  
  
• Communicating for Peace, Diplomacy and Negotiation
  edited by Felipe Korzenny & Stella Ting-Toomey (Sage Publications)
  
  
• Do's and Taboos Around the World
  Roger E. Axtell (John Wiley & Sons)
  
  
• Do's and Taboos of Hosting International Visitors
  Roger E. Axtell (John Wiley & Sons)
  
  
• How to Work for a Japanese Ross
  Jina Bacarr (Birch Lane Press)
  
  
• International Negotiation- A Cross-Cultural Perspective
  Glen Fisher (Intercultural Press)
  
  
• Japanese Etiquette & Ethics in Business
  Boye De Mente (NTC Business Books)
  
  
• National Negotiating Styles
  Fans; Binnendijk (Foreign Services Institute, U.S. Dept of State)
  
  
• Riding the Waves of Culture, Understanding Cultural Diversity in Business
  Frons Trompenaars (The Econornist Books)
  
  
• The Cultural Environment of International Business
  Vern Terpstra (South Western Publishing)
  
  
• The Global Edge: How Your Company Can Win in the International Marketplace
  Sondra Snowdon (Simon and Schuster)
  
  
• The International Businesswoman: A Guide to Success in the Global Marketplace
  Marlene Rossman (Praeger Publishers)
  
  
• The Travelers Guide to Asian Customs and Manners
  Kevin Chambers (Simon and Schuster)
  
  
• The Travelers Guide to Europe" Customs & Manners
  Nancy Braganti &Elizabeth Devine (Meadowbrook)
  
  
• The Travelers Guide to Latin American Customs & Manners
  Nancy Braganti &Elizabeth Devine (St. Martin’s Press)
  
  
• Understanding Cultural Differences: German, French and Americans
  Edward T. Hall & Mildred Reed Hall (intercultural Press)
  
  
• 1992 Understanding the New European Market
  James W. Dudley (Dearborn Financial Pub, Inc.)
  
  

1. DIMENSIONS OF CULTURAL DIFFERENCE - SLIDE:
   
   
   1. WHAT IS CULTURE? TO ACT UPON NATURE
      
      
      1. CULTURE IS THE WAY IN WHICH WE SOLVE PROBLEMS, SUBCONSCIOUS
      2. CULTURE IS MAN-MADE, INCORPORATED & PASSED ON (SHARED SYSTEM)
         
         
   2. HOW DO WE THINK OF CULTURE? ALL MANAGEMENT IS CULTURE BOUND
      
      
      1. CULTURE IS AT DIFFERENT LEVELS
         
         
         1. HIGHEST IS AT THE NATIONAL OR REGIONAL LEVEL
         2. ORGANIZATIONAL/CORPORATE (& W/IN - MKTG, R&D, SALES LEVELS)
            
         3. PROFESSIONAL & ETHICAL CULTURAL GROUPS
            
            
      2. AMERICAN CULTURE IS SEEN AT MANY DIFFERENT LEVELS
         
         
   3. OVERVIEW OF CIRCLE VIEW CULTURE AS AN ONION
      
      
      1. BASIC ASSUMPTIONS - HEART OF THE ONION - IMPLICIT
         
      2. NORMS & VALUES IMPLICIT
         NORMS = RIGHT & WRONG VALUES = GOOD & BAD
         
         
         1. SEMI AWARENESS, DIFFERENT IN EACH CULTURE
         2. PROBLEMS THAT WERE REGULARLY SOLVED, DISAPPEAR FROM
            CONSCIOUS
            
         3. AWARENESS & BECOME AN UNDERLYING PREMISE (BREATHING - IMPLICIT)
            
         4. CULTURE IS STABLE IF NORMS REFLECT THE VALUES OF GROUP EASTERN EUROPE AS AN EXAMPLE
            
            
      3. EXPLICIT & OBSERVABLE OUTER LAYER
         LANGUAGE, DRESS, FOOD, ETC ARE PRODUCTS OF THE CULTURE - EXPRESSIONS OF DEEPER NORMS & VALUES IN SOCIETY
         
         
   4. OVERVIEW OF 7 DIMENSIONS CHART
      
      
      1. EACH CULTURE SOLVES PROBLEMS IN A DIFFERENT WAY
      2. LOOK AT THEM UNDER THREE HEADINGS
         RELATIONSHIPS WITH PEOPLE
         PASSAGE OF TIME AND AGING
         RELATIONSHIP WITH THE ENVIRONMENT
         
      3. W/IN THESE 3 HEADINGS ARE 7 FUNDAMENTAL DIMENSIONS OF CULTURE
         - 5 IN HUMAN RELATIONS, I TIME a I NATURE
         
         
   5. HUMAN RELATIONS LOOK AT THE FIRST 5 THEN TIME & NATURE
      
      THESE 5 ORIENTATIONS INFLUENCE OUR WAY OF DOING BUSINESS AND GUIDES OUR BELIEFS & ACTIONS
      
      1. Universalism Versus Particularism (rules versus relationships)
      2. Collectivism Versus Individualism (the group versus the individual)
      3. Neutral Versus Emotional (the range of feelings expressed)
      4. Diffuse Versus Specific (the range of involvement)
      5. Achievement Versus Ascription (how status is accorded)
      6. Time (past - present - future orientation)
      7. Nature (internal or external control)
      
      USE SUMMARY SLIDE FOR INTRO
      

• AMERICA OPERATES AS A UNIVERSALIST CULTURE
• UNIVERSALIST, RULE BASED, BEHAVIOR TENDS TO BE ABSTRACT - COURTS
  CROSS A STREET ON A RED LIGHT IN SCANDINAVIA
  
• PARTICULARISTS FOCUS ON NATURE OF PRESENT CIRCUMSTANCES. PERSON
  IS MY BROTHER, FRIEND, ETC - I SUSTAIN & PROTECT NO MATTER @RULES
  
• EACH THINKS OF THE OTHER AS CORRUPT & CAN'T BE TRUSTED
  
  

WHEN COMPANIES GO GLOBAL THEY TEND TO MOVE TOWARD UNIVERSALIST
WAY OF THINKING

• INDIVIDUALISM, "A PRIME ORIENTATION TO ONESELF"
  
  IN INDIVIDUALISTIC CULTURES THE ORGANIZATION EXISTS TO SERVE INDIVIDUAL OWNERS, EMPLOYEES AND CUSTOMERS.
  
  HIGHEST INDIVIDUALISTS ARE CANADIANS FOLLOWED CLOSELY BY AMERICANS, NORWEGIANS & SPANISH (OVER 70% IN FAVOR OF A)
  
  
• COLLECTIVISM, "A PRIME ORIENTATION TO COMMON GOALS & OBJECTIVES"
  
  IN COLLECTIVIST CULTURES THE ORGANIZATION EXISTS AS A SOCIAL CONTEXT, ALL MEMBERS SHARE & IT GIVES THEM MEANING & PURPOSE.
  
  MEMBERS ARE LIKE A FAMILY, COMMUNITY OR CLAN THAT DEVELOPS & NURTURES ITS MEMBERS AND MAY LIVE LONGER THAN THEY DO.
  
  

ASIANS

• NEUTRAL, CULTURES WHICH DO NOT TELEGRAPH THEIR FEELINGS BUT KEEP THEM CAREFULLY CONTROLLED & SUBDUED".
  
  NEUTRAL CULTURES ARE NOT NECESSARILY COLD OR UNFEELING, IT IS A RESULT OF CONVENTION.
  
  ACCUSED OF BEING COLD, HEARD HEARTED.
  
  
• AFFECTIVE, CULTURES SHOW THEIR FEELINGS PLAINLY BY LAUGHING, SMILING, GRIMACING AND GESTURING. BUSINESS IS A HUMAN AFFAIR.
  
  THEY FIND IMMEDIATE OUTLETS FOR THEIR FEELINGS.
  
  SEEN AS BEING OUT OF CONTROL AND INCONSISTENT.
  
  

TOUCHING OTHER PEOPLE, THE SPACE KEPT BETWEEN PEOPLE AND ASSUMPTIONS ABOUT PRIVACY ARE FURTHER MANIFESTATIONS OF AFFECTIVE OR NEUTRAL CULTURES.

FIRST ESSENTIAL IS TO RECOGNIZE THE DIFFERENCES AND REFRAIN FROM MAKING JUDGEMENTS BASED ON EMOTIONS OR LACK OF THEM.

• SPECIFIC, WORK AND PRIVATE LIFE ARE SHARPLY SEPARATED
  
  
• DIFFUSE, EVERYTHING IS CONNECTED TO EVERYTHING, DOING BUSINESS IS MORE TIME CONSUMING.
  
  

AREA IN WHICH BALANCE IS MOST CRUCIAL. A SPECIFIC EXTREME CAN
LEAD TO DISRUPTION, THE DIFFUSE EXTREME TO A LACK OF PERSPECTIVE;
A COLLISION BETWEEN THEM RESULTS IN PARALYSIS.

AN INTERPLAY OF THE TWO APPROACHES IS THE MOST FRUITFUL.

RECOGNIZE THAT BUSINESS IS BUSINESS BUT STABLE AND DEEP
RELATIONSHIPS MEAN STRONG AFFILIATIONS

• ACHIEVED STATUS REFERS TO DOING.
  
  
• ASCRIBED STATUS REFERS TO BEING.
  
  ROLE OF TRANSLATORS
  BUSINESS CARDS
  ROLE OF TITLES
  
  

GROUPS:

GROUP A: LATIN AMERICA - MEXICO, CENTRAL & SOUTH AMERICA

GROUP B: SOUTHEAST ASIA - ASEAN & PACIFIC BASIN

GROUP C: NORTHERN ASIA - JAPAN, CHINA, KOREA, INDIA, ETC.

GROUP D: WESTERN EUROPE

GROUP E: EASTERN EUROPE, RUSSIA & C.I.S.

PROJECT OBJECTIVES:

The learning objectives for the international marketing term/team project are twofold. The first is to familiarize you with the cultural environment of your selected country/region and to facilitate cross-cultural understanding. The second is to provide you the opportunity to prepare a marketing plan for a product that is being considered for marketing in your selected country and region.

The project emphasizes the need to understand the environment as an essential step preceding the preparation of a marketing plan. This project will also reinforce key marketing concepts covered in this and other courses and expand your horizons through the identification of materials and resources required to complete this project.

PROJECT OVERVIEW:

The project requires that you write a series of four papers. Part I is a general survey of the country's culture (2-4 pgs). Part 11 covers the economy of the country including distribution and marketing systems (2-4 pgs). Part III is a market audit and competitive analysis of a country and regional market for a specific product (5-6 pgs). Part IV is a preliminary marketing plan of the product under consideration for marketing in the country and region selected (5-6 pgs).

The first two papers are to be developed individually. The final paper (Parts III & IV) will be developed jointly by regional teams. Evaluation criteria and assignment due dates are shown in the syllabus.

Term paper should be double spaced, typed including a title page with your names, table of contents, headings, subheadings and a bibliography. Bibliography should provide: author, title of article/book, journal/publisher, date and page number. Stay within assigned page limits, I want quality not quantity.

GUIDELINE FOR CULTURAL ANALYSIS - PART I:

Before a marketing manager can determine if they need to adjust to the environment or to determine what adjustments would be appropriate, it is necessary to understand the environment. This is particularly true of the culture of a country. The outline deals with some of the key aspects of culture and is relevant to the development of your marketing plan. You are encouraged to not only report the facts but to also analyze the facts in terms of marketing implications of such information.

CULTURAL ANALYSIS - PART I

• HIGH CONTEXT CULTURES
  
  MEANING OF MESSAGE IS EXPERIENCED IN THE PHYSICAL, RELATIONAL, EMOTIONAL AND NON-VERBAL ASPECTS OF INTERACTION
  
  MEANING IS PERCEIVED IN WHAT IS NOT SAID
  
  
• LOW CONTEXT CULTURES
  
  MEANING OF MESSAGE IS EXPERIENCED IN THE CHOICE OF WORDS THEMSELVES
  
  MEANING IS PERCEIVED IN WHAT IS SAID