The document discusses several topics related to international marketing and management. It covers cultural imperatives, electives, and exclusives that influence business customs across cultures. It also discusses how American culture impacts management style, with an emphasis on individualism, objective decision making, and competition. Authority structures and decision making patterns are influenced by a country's power distance index. Management objectives around the world relate to security, personal life, affiliation, and power. Effective communication requires an understanding of differences in language and time orientation between low and high context cultures. Business ethics are also culturally dependent.

1. International Marketing
15th edition
Philip R. Cateora, Mary C. Gilly, and John L. Graham

2. Imperatives, Electives,
and Exclusives
• Cultural imperatives - Business customs and
expectations that must be met and conformed to or
avoided if relationships are to be successful
– In some cultures a person’s demeanor is more critical than
in others
– Imperatives vary from culture to culture
• Cultural electives - Relate to areas of behavior or to
customs that cultural aliens may wish to conform to or
participate in but that are not required
– A cultural elective in one county may be an imperative in
another
• Cultural exclusives - Customs or behavior patterns
reserved exclusively for the locals
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3. The Impact of American Culture
on Management Style
• “Master of destiny” viewpoint
• Independent enterprise as the instrument
of social action
• Personnel selection and reward based on
merit
• Decisions based on objective analysis
• Wide sharing in decision making
• Never-ending quest for improvement
• Competition producing efficiency
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4. Authority and Decision Making
• Influencers of the authority structure of
business:
– High PDI Countries
• Mexico, Malaysia
– Low PDI Countries
• Denmark, Israel
• Three typical authority patterns:
– Top-level management decisions
– Decentralized decisions
– Committee or group decisions
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5. Management objectives and
Aspiration
• Security and mobility
• Personal Life
• Affiliation and Social Acceptance
• Power and Achievement
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6. Continuing
• Security and Mobility:
Personal security and job mobility relates
directly to basic human motivation and
therefore have widespread economic and
social implication.
• Personal Life : For many individuals ,a good
personal and family life takes priority over
profit, security or any other goal
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7. Continuing
• Affiliation and Social Acceptance
In some countries , acceptance by neighbors and
fellow workers is a predominant goal within
business.
• Power and Achievement
Although there is some power-seeking by
business management throughout the world.
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8. Communication Style
• Face-to-face Communication
• Internet Communication
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9. Continuing
• Face-to-face Communication
No language readily translates into another
because the meaning of words differ widely
among languages.
• Internet Communication
The message on a business-to-business website
is an extension of the company and should be
as sensitive to business customs as any other
company representative would be.
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10. P-Time versus M-Time
• Monochronic time
– Tend to concentrate on one thing at a time
– Divide time into small units and are concerned with
promptness
– Most low-context cultures operate on M-Time
• Polychronic time
– Dominant in high-context cultures
– Characterized by the simultaneous occurrence of many
things
– Allows for relationships to build and context to be
absorbed as parts of high-context cultures
• Most cultures offer a mix of P-time and M-time behavior
• As global markets expand more businesspeople from
P-time cultures are adapting to M-time.
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11. Marketing Orientation
• The extent of a company’s market orientation
has been shown to relate positively to profits
• Firms in other countries have not been able to
move from the traditional production, product,
and sales orientation to the marketing
orientation
• Research has shown that sometimes in can be
difficult to encourage a marketing orientation
across diverse business units in global
companies
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12. Business Ethics
Corruption
• What is Corruption?
– Profits (Marxism)
– Individualism (Japan)
– Rampant consumerism (India)
– Missionaries (China)
– Intellectual property laws (Sub-Sahara Africa)
– Currency speculation ( Southeast Asia)
• Criticisms of Mattel and Barbie
– Sales of Barbie declined worldwide after the global
standardization
– Parents and government did react
– Mattel’s strategy boosted sales of its competition
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13. The Western Focus on Bribery
• In the 1970s, bribery became a national issue with
public disclosure of political payoffs to foreign
recipients by U.S. firms
• The decision to pay a bribe creates a major conflict
between what is ethical and proper and what is
profitable and sometimes necessary for business
• The Organization for Economic Corporation and
Development (OECD) and Transparency
International (TI) are combating the bribery of
foreign public officials in international business
transactions
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