Social & Cultural Considerations in International Marketing

The following discussion agenda cover the topic of social and cultural considerations in International Marketing:

1. Social and cultural factors
2. The essence of culture
• Briefs, values, customs
• Layers of culture
3. Social organisation
4. Technology and material culture
5. Law and politics
6. Aesthetics
7. Language and culture
8. Cultural learning
• enculturation
9. Culture and consumer behaviour
• Model of consumer behaviour  in international markets
10. Self-reference criterion
11. High/ low context approach
12. Hofstede's cultural dimensions
• individualism, power distance, uncertainty avoidance, masculinity, confucian dynamism
13. Culture/ communication typologies
• Direct vs indirect
• Personal vs contextual
• Instrumental vs affective
14. Cross cultural diffusion and learning matrix
15. Social and cultural influences in business to business marketing
• Organisational buyers
• Government buyer behaviour
• The business to business buying process
• The role of culture in negotiation styles
• Differences in buyer-seller relationships styles
• Gift giving

Reference
Doole, I. and Lowe, R. (2001) "Chapter 3: Social and cultural considerationsin international marketing", International Marketing Strategy, Thomson