International Marketing

International Marketing Order Description A UK соmpаnу expandіng their brand of Jeans to the new market of Sweden and Turkeу. Explain the difficulties of these new market segments and how to overcome them. 1. Understanding cultural dynamics (concepts of time, space, interactions, mind-sets and behaviours) 2. Cultural issues and consumer behaviour 3. Globalisation and local consumption patterns and strategies 4. Cross-cultural marketing research 5. Language, culture and communications 6. Negotiating across cultures 1. Debate the influences of history, language tradition and religion on the perceptions and behaviour of people in different global markets. 2. Predict the likely influences of culture on consumer behaviour. 3. Assess the interaction between culture and globalisation. 4. Evaluate the implications for marketing communications of culture and/or language 5. Differentiate negotiation techniques between cultures. 6. Appraise the problems of undertaking market research across national/cultural environments and propose considered solutions. Usunier, J. C. and Lee, J. A. (2012) Marketing Across Cultures. 6th ed. Pearson Education,Financial Times, Prentice Hall, ISBN 0-273-75773-3 Gambetti, R. and Quigley, S. (2012) Managing Corporate Communications: A cross-cultural approach. Palgrave MacMillan ISBN -10: 0230348025 Herbig, P. (2005) Handbook of Cross-Cultural Marketing, Jaico Publishing House,. Hofstede, G. (2002) Exploring Culture: Exercises, Stories and Synthetic Cultures Intercultural Press ISBN 1877864900 Rapaille, G. (2004) 7 Secrets of Marketing in a Multicultural World, 2nd Ed. Tuxedo Production, ISBN 0974016875.