GMS 522 Chapter Notes - Chapter 2: Collectivism, Louis Vuitton, Foot Binding
21 Jan 2018
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Church: everyone is encultured into a particular culture. American, chinese, lebanese, trinidadian, etc: problems may arise when a person encultured in one culture has to adjust to a different culture, i. e. become acculturated. Ethnocentricity: the belief that one"s own ethnic group or culture is superior to that of the other. Problems with ethnocentricity: it causes people to view other cultures in terms of their own, causing them to overlook important human environmental differences among cultures, consumer ethnocentricity. Cultural literacy: participation in international marketing requires that managers develop cultural literacy , i. e. detailed knowledge about a culture that allows the manager to function effectively within it. Elements of culture: language - verbal / non verbal, religion, values & attitudes, manners & customs, material elements, aesthetics, education, social institutions. Language: messages are conveyed by the words spoken and the way in which they are spoken, in global marketing language is important in:
