The cultural environment of a home country in International Marketing

Based on Mueller (2004), I note the following discussion agenda on the home country cultural environment from the international marketing perspective:

1. The notions of self-reference criterion and ethnocentrism
2. Subcultures within a nation
3. Communiction from a cultural perspective
• Verbal communication
• High context culture vs low context culture
• Nonverbal communication
4. How culture affects marketing
• Religion and moral standards
• Levels of expressions of culture: (i) values, (ii) rituals, (iii) heroes, and (iv) symbols
5. Cultural values: terminal values and instrumental values
6. Cultural dimensions of Hofstede: (i) power distance, (ii) individualism vs collectivism, (iii) masculinity vs feminity, (iv) uncertainty avoidance, (v) long-term/ short-term orientation
7. Cultural infuence on consumer behavior:
• Who buy?
• What to buy?
• Who make decisions to buy?
• How much to buy?
8. The notion of Cultural Universals
9. Marketing means to understand cross-cultural communication
10. Market distance consideration
11. Global value segments:
• Strivers
• Devouts
• Altruists
• Intimates
• Fun seekers
• Creatives

Reference
Mueller, B. (2004) "Chapter 4: The Cultural Environment", Dynamics of International Advertising, Peter Lang Publishing Inc.