· Your Cultural Autobiography was interesting! The point you made about your views and experiences being shaped by culture was poignant. Please address the following: Please reformat your Email to Supervisor. Currently it is written as an essay. This must be in the form of an email to Greg with an outline that expresses the importance of articulating cultural beliefs and biases. Greg’s Email in Project Resources and the Outline Skeleton in Skill-Building Resources will aid you in this process. Move the section on Guatemalan Americans to that text box instead of being in the text box pertaining to Ghanaians and Ghanaian Americans on the Learning About Others Worksheet. Explain how what you learned from doing the reading changed your view in text boxes 4-6 on the Learning About Others Worksheet. Reviewing the directions will help here. Proofread your Learning About Others Worksheet for errors in writing. Try reading your answers out loud. Sometimes your ears can catch what your eyes cannot. You may wish to refer to the CfA Writing Guide. Add in-text citations and a reference page to the Learning About Others Worksheet since sources were used for its completion. Please consult the CfA Citation Guide for information about using sources and citing your sources. Please revise the items listed above and resubmit. You are off to a good start, Rebecca! I look forward to your next submission! Chapter 13 Global Marketing Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. 14 e Global Marketing Firms invest in foreign countries for the same basic reasons they invest in their own country Reasons vary from firm to firm but fall under the categories of achieving offensive or defensive goals 2 Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. Global Marketing: Goals Increase long term growth and profit prospects Maximize total sales revenue Take advantage of economies of scale Improve overall market position Offensive goals To compete with foreign companies on their own turf Gain access to technological innovations in other countries Take advantage of differences in operating costs Preempt competitors’ global moves Avoid being locked out of future markets by arriving too late Defensive goals 3 Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. Figure 13.1 - Porter’s Diamond of National Advantage Source: Michael E. Porter, The Competitive Advantage of Nations (New York: Fress Press, 1990), pp. 577–615 4 Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. The Competitive Advantage of Nations Nation’s ability to turn its natural resource.

1. · Your Cultural Autobiography was interesting! The point you
made about your views and experiences being shaped by culture
was poignant.
Please address the following:
Please reformat your Email to Supervisor. Currently it is written
as an essay. This must be in the form of an email to Greg with
an outline that expresses the importance of articulating cultural
beliefs and biases. Greg’s Email in Project Resources and the
Outline Skeleton in Skill-Building Resources will aid you in
this process.
Move the section on Guatemalan Americans to that text box
instead of being in the text box pertaining to Ghanaians and
Ghanaian Americans on the Learning About Others Worksheet.
Explain how what you learned from doing the reading changed
your view in text boxes 4-6 on the Learning About Others
Worksheet. Reviewing the directions will help here.
Proofread your Learning About Others Worksheet for errors in
writing. Try reading your answers out loud. Sometimes your
ears can catch what your eyes cannot. You may wish to refer to
the CfA Writing Guide.
Add in-text citations and a reference page to the Learning
About Others Worksheet since sources were used for its
completion. Please consult the CfA Citation Guide for
information about using sources and citing your sources.
Please revise the items listed above and resubmit. You are off to
a good start, Rebecca! I look forward to your next submission!
Chapter 13
Global Marketing
Copyright © 2015 McGraw-Hill Education. All rights reserved.

2. No reproduction or distribution without the prior written
consent of McGraw-Hill Education.
14 e
Global Marketing
Firms invest in foreign countries for the same basic reasons
they invest in their own country
Reasons vary from firm to firm but fall under the categories of
achieving offensive or defensive goals
2
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No reproduction or distribution without the prior written
consent of McGraw-Hill Education.
Global Marketing: Goals
Increase long term growth and profit prospects
Maximize total sales revenue
Take advantage of economies of scale
Improve overall market position
Offensive goals
To compete with foreign companies on their own turf
Gain access to technological innovations in other countries
Take advantage of differences in operating costs
Preempt competitors’ global moves
Avoid being locked out of future markets by arriving too late
Defensive goals
3

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consent of McGraw-Hill Education.
Figure 13.1 - Porter’s Diamond of
National Advantage
Source: Michael E. Porter, The Competitive Advantage of
Nations (New York: Fress Press, 1990), pp. 577–615
4
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consent of McGraw-Hill Education.
The Competitive Advantage of Nations
Nation’s ability to turn its natural resources, skilled labor, and
infrastructure into a competitive advantage
Factor conditions
Nature of domestic demand and the sophistication of domestic
customers for the industry’s product or service
Demand conditions
Existence or absence in the country of supplier and related
industries that are also internationally competitive
Related and supporting industries
Conditions in the nation that govern how companies are created,
organized, and managed, and how intensely they compete
domestically
Company strategy, structure, and rivalry
5

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Problems with Entering Foreign Markets
Cultural misunderstanding
Result due to difference in:
Communication and behavior
Spatial boundaries
Perception of time
Managers tend to use their own cultural values and priorities as
a frame of reference
Feelings of superiority can lead to changed communication
mannerisms
6
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Problems with Entering Foreign Markets
Political uncertainty
Government instability
Social unrest
Armed conflict
Import restrictions
Tariffs, quotas, and other types of restrictions
Established to promote self-sufficiency

5. Become a roadblock for multinational firms
7
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Problems with Entering Foreign Markets
Exchange controls and ownership restriction
Established by nations experiencing balance of payment
problems
Important considerations in the decision to expand into a
foreign market
Economic conditions
Differences in economies due to political upheaval or social
changes
8
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Organizing the Multinational Company
Types global companies
Multidomestic company: Pursues different strategies in each of
its foreign markets
Global company: Views the world as one market and pits its
resources against competition in an integrated fashion

6. 9
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Organizing the Multinational Company
Alternatives to organizing global companies
Worldwide product divisions
Divisions responsible for all products sold within a geographic
region
Matrix system that that combines elements of both of these
arrangements
10
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Factors Affecting Global Strategy
Market factors
Economic factors
Environmental factors
Competitive factors
External factors
Structure
Management processes
Culture

7. People
Internal factors
11
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Global Marketing Research
Organizational issues to be considered
Population characteristics
Demographic variables
Ability to buy
Gross national product or per capita national income
Distribution of income
Rate of growth in buying power
Extent of available financing
12
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Global Marketing Research
Willingness to buy
Cultural values and attitudes
Tastes and habits
Differences in research tasks and processes

8. Language
Data content
Timeliness
Availability in the United States
13
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Global Product Strategy
Global marketing research helps determine if there is an
unsatisfied need:
For which a new product could be developed to serve foreign
market
That could be met with an existing domestic product
Either as is or adapted to the foreign market
14
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Global Distribution Strategy
Role of the distribution network is as important in foreign
markets as it is at home
Channel arrangements range from no control to almost complete
control of the distribution system by manufacturers

9. Challenging as it has to influence both home country and
foreign country channels
15
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Figure 13.2 - International Channel-of-Distribution Alternatives
16
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Global Pricing Strategy
Pricing task is more complicated in foreign markets because of
problems associated with tariffs, antidumping laws, taxes,
inflation, and currency conversion
Challenges
Import duties
Rigidity in price structures
17

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Global Advertising Strategy
Issues related to advertising
Language barrier
Selecting media
Limited media available - Unable to reach out to potential
buyers
Lack of accurate media information
Type of agency to be used to prepare and place the firm’s
advertisements
18
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Global Advertising Strategy
Sales promotion
Used as a strategy for bypassing restrictions on advertisements
placed by some foreign governments
Effective means for reaching people in rural locations where
media support for advertising is virtually nonexistent
19

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Entry and Growth Strategies for Global Marketing
Company can decide to:
Make minimal investments of funds and resources by limiting
its efforts to exporting
Make large initial investments of resources and management
effort to try to establish a long-term share of global markets
Take an incremental approach
20
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Exporting
Firm produces the product outside the final destination and then
ships it there for sale
21
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Exporting
Advantages

12. Avoids the cost of establishing manufacturing operations in the
host country
It may help a firm achieve experience-curve and location
economies
Disadvantages
Higher cost associated with the process
Necessity of the exporting firm to pay import duties or face
trade barriers
Delegation of marketing responsibility for the product to
foreign agents
22
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consent of McGraw-Hill Education.
Licensing
Organization’s granting of patent rights, trademark rights, and
the right to use technological processes to foreign markets
23
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Licensing
Advantages
Firm does not have to bear the development costs and risks

13. associated with opening up a foreign market
Attractive option in unfamiliar or politically volatile markets
Disadvantages
Firm does not have tight control over manufacturing, marketing,
and strategy
There is the risk that foreign companies may capitalize on the
licensed technology
24
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Franchising and Joint Ventures
Franchising: Franchisor sells limited rights to use its brand
name in return for a lump sum and share of the franchisee’s
future profits
Commonly employed by service firms, as opposed to
manufacturing firms
Offers an effective mix of centralized and decentralized
decision making
Joint ventures: Sharing management with one or more
collaborating foreign firms
25
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14. Joint ventures
Firm may be able to benefit from a partner’s knowledge of the
host country
Firm gains by sharing costs and risks of operating in a foreign
market
Sole option when political considerations make joint ventures
the only feasible entry mode
Allow firms to take advantage of a partner’s distribution
system, technological know-how, or marketing skills
Advantages
Firm may risk giving up control of proprietary knowledge to its
partner
Firm may lose the tight control over a foreign subsidiary needed
to engage in coordinated global attacks against rivals
Disadvantages
26
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Strategic Alliances
Partnerships where two or more firms invest in each other to
gain competitive advantages on a worldwide versus local level
Advantages
Reduced manufacturing costs, accelerated technological
diffusion and new product development
Overcoming legal and trade barriers
Disadvantage - Increased risk of competitive conflict between
the partners

15. 27
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Direct Ownership
Establishment of a wholly owned subsidiary or acquisition
where it owns 100 percent of the stock
Advantages
Complete control over its technology and operations
Immediate access to foreign markets
Instant credibility and gains in the foreign country
Ability to install its own management team
Disadvantages - Huge costs and significant risks
28
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Chapter 12
The Marketing of Services
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14 e
Services
Service products: Products that are intangible, or at least
substantially so
Services: Activities performed by sellers and others that
accompany the sale of a product and that aid in its exchange or
its utilization
2
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Figure 12.1 - The Goods-Service Continuum
3
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Figure 12.2 - Unique Characteristics Distinguishing Services
From Goods
4

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Providing Quality Services
Determination of good service quality is difficult because of the
gap between:
Consumer expectations and management perceptions of
consumer expectations
Management perceptions of consumer expectations and the
firm’s service quality specifications
Service quality specifications and actual service quality
5
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Providing Quality Services
Actual service delivery and external communications about the
service
Determinants of service quality
Tangibles - Physical evidence of the service
Reliability - Consistency and dependability of the service
performance
Responsiveness - Willingness or readiness of employees or
professionals to provide service

18. 6
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Providing Quality Services
Assurance - Knowledge and competence of service providers
and the ability to convey trust and confidence
Empathy - Service provider’s efforts to understand the
customer’s needs and then to provide individualized service
delivery
7
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Customer Satisfaction Measurement
Key issues for research on service quality and customer
satisfaction
Understanding the expectations and requirements of the
customer
Determining how well a company and its major competitors are
succeeding in satisfying these expectations and requirements
8

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Customer Satisfaction Measurement
Common aspects of research on market leaders’ CSMs
Marketing and sales employees were primarily responsible for
designing CSM programs and questionnaires
Top management and the marketing function championed the
programs
Measurement involved a combination of qualitative and
quantitative research methods
9
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Customer Satisfaction Measurement
Evaluations included both the company’s and competitors’
satisfaction performance
Results of all research were made available to employees, but
not necessarily to customers
Research was performed on a continual basis
Customer satisfaction was incorporated into the strategic focus
of the company
Commitment to increasing service quality and customer
satisfaction was found in employees at all levels within the
organization

20. 10
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Critical Components of Internal Marketing
Careful selection process in hiring frontline employees
Clear, concrete message
Significant modeling by managers
Energetic follow-through process
Emphasis on good attitudes
11
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Internal Marketing
12
Process by which managers actively encourage, stimulate, and
support employee commitment to the organization and its
customers

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Obstacles in Service Marketing
Lack of innovative marketing on the part of service marketers
Limited view of marketing
Lack of strong competition
Lack of creative management
No obsolescence
13
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Implications for Service Marketers
Overdependence on one or two elements of the marketing mix
should be avoided by service marketers
Services must be made available to prospective users
New services should be developed
14
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22. Demonstrate Cultural Competence, A Sensitive Partnership
Learning About Others Worksheet
When trying to define and identify the types of biases and
preconceptions one holds regarding other cultures, it is helpful
to have specific cultures in mind. Use the spaces below to write
basic notes, without doing any research, evaluating the three
cultures given, which are represented on the SNA board. If you
don’t know much about these cultures, make a note of that. If
you belong to any of these cultures, make a note of that as well.
In particular, consider
· what you know about these cultures
· what you think about these cultures
· where you learned what you know
· how your opinion formed
Ghanaians and Ghanaian Americans
The Ghanaians I believe would hold to their traditions whereas
the Ghanaian American will be more open to learn new things
and be more willing to participate with others. Their education
will be different with more opportunity in American.
Vietnamese and Vietnamese Americans
The Vietnamese I believe their eating will be different from the
Vietnamese Americans. I based my opinion by the Vietnamese
restaurant in American. Their education will be different with
more opportunity in American.
Guatemalans and Guatemalan Americans
Guatemalans I believe they speak Spanish as their only
language. The Guatemalan Americans speak both Spanish and
Americans. Their education will be different with more
opportunity in American.

23. After your short reflection, familiarize yourself with the three
cultures that you wrote about, using the Project Resources
provided and doing additional research if you are interested.
Write down two interesting facts that you learned about each
culture and how these changed your view.
Ghanaians and Ghanaian Americans
I learned that the Ghanaians settled in the southern part of the
United States. Even thought, the do not make a lot of money
how the travel so far yearly to work seasonal jobs and do not
make enough for their fair back to their home. They sale some
of their belonging. In my opinion for them to sale some of their
possessions it is worth it for them to go back to their homeland
and reconnect with their cultural and environment.
The Guatemalan Americans live in Los Angeles. Because they
are undocumentment they struggle to survive due to they cannot
obtain work due because they are not legal in the United States.
They came to American for a better life because of their
political and living in poverty with low economics. They are
still living in the same conditions in American. They still do not
have a voice in the politic.
Vietnamese and Vietnamese Americans
They are still wearing the wester dress and it shows simplicity
when they dress this way. Many Vietnamese American chose the
field of study to be doctors and nurses. The way they pronounce
some of their words is like pronouns. Vietnamese are found in
just about every occupational in the United Stated.

24. Guatemalans and Guatemalan Americans
The type of treatment they were met with in the United States.
Everyone deserves to be treated with respect. How they use
another nationality to avoid being deported.
Finally, take some time to do a general reflection on what this
process showed you. Consider the ways in which
· your thinking changed
· your biases and preconceptions had effects on your experience
learning about or interacting with people from other cultures
· you found similarities and differences between your culture
and any of the cultures you read about
After reading about each group, I am was not as knowledge as I
thought I was on these groups. Except for the Vietnamese I saw
all the other groups as speaking Spanish and they are all related.
My perception has changed. They were also faced with
challenges as they made adjustment to learn a new cultural. The
eating of fast food was found in all of the cultures. They like
continual educational like Americans.
© Copyright 2014 College for America at Southern New
Hampshire University. All rights reserved.
Running Head: Cultural Competence
Cultural Competence
Cultural Competence

25. Name: Rebecca Harpe
Institution: College for American
Date: 01/29/2018
To: Greg
From: Rebecca Harpe
Subject: Cultural Competence
Cultural competence is the knowledge of different cultural
views and identity and the understanding of the different
community and cultural norms of members of the society. It is
the ability to realize why different groups in the society are
different and what makes them different and appreciating each
groups differences. There are a number of benefits that come
with one being culturally competent. Cultural competence
promotes positive behavior and mental wellness. It also
supports behavioral and academic success. Cultural competence
ensures students have access to school activities and services
and that all members of the society are engaged.
All relationships can be said to be cross-culturally as the
parties in the relationship originate from different origins to
form a new unit. For most couples it is always a natural set of
compromise where over time they naturally adjust, the
difference can be overwhelming for others as they fail to adjust
to their partner’s view of the world. Some of the cross-cultural
issues facing couples are identity loss, difference in
fundamental beliefs leading to conflicts, different parenting
techniques, having varied interpretation of events that relate to
some factors of cultures that differ and the struggle that come
up with supportive families. These challenges can be addressed
through counselling for the couples to enable the couples go

26. beyond their cultural identities to clearly look at each other
(Smith et al, 2013).
Reflection is important. Reflection on one’s experience
encourages complex learning and insight. When we have control
on our learning we are able to foster our growth. There are a
couple of questions that helps one understand the culture of
others. Some of these questions are; what is the normal day like
in their culture, the current happenings and their impact, the
major holidays and how they are celebrated. Bias is judging
people based on their cultural identity. Biases affect the society
in a number of ways Bias hurts the people being shown to them.
When we judge other people we often have a sense of guilt
which affects our happiness. The more we become biased the
more our viewing of the world is narrowed. Bias brings
negativity into the world as well as affecting one's self-esteem.
We can remain aware of the bias around us but endeavor nor to
focus on it but rather change it by appreciating peoples’ diverse
cultures.
These considerations will be helpful in the upcoming
partnerships as employees will have the knowledge about
different cultures and will be culturally competent to appreciate
cultural diversity and be able to work together with people from
different cultures. This will ensure there are less conflicts
arising from identity crisis.
Reference
Kanopy (Firm). (2014). Cultural Competence.
Smith, P. B., Fischer, R., Vignoles, V. L., & Bond, M. H.

27. (2013). Social psychology across cultures: Engaging with a
changing world.