international marketing 15th (3)

Chapter 3: History and Geography: The Foundations of Culture

Chapter Learning Objectives

• LO1: Understand the significance of history and geography in international market comprehension.

• LO2: Recognize how history influences cultural development in a country.

• LO3: Explore how cultures interpret historical events through their unique perspectives.

• LO4: Assess the long-term impacts of U.S. international policies on customer perceptions abroad.

• LO5: Analyze the relationship between geographic diversity and a country's economic profiles.

• LO6: Examine the necessity for marketers to adapt to a country's geography.

• LO7: Evaluate the economic implications of controlling population growth and aging demographics.

• LO8: Identify the role of communication infrastructures in international trade.

Chapter Outline

• Global Perspective: Birth of a Nation—Panama in 67 Hours

• Historical Context of Global Business

  • History and Contemporary Behavior

  • History as a Subjective Experience

  • Manifest Destiny and the Monroe Doctrine

• Geography and Its Influence on Global Markets

  • Climate and Topography

  • Geography’s Role in Economic Expansion

• Social Responsibility and Environmental Management

• Global Population Trends

  • Controlling Population Growth

  • Rural to Urban Migration

  • Population Aging and Workforce Imbalance

• World Trade Routes and their significance

• Communication Links in global commerce

Global Perspective: Birth of a Nation—Panama in 67 Hours

• Timeline of Events:

  • June 1902: U.S. offers to purchase the Panama Canal Zone; rejected by Colombia's Senate.

  • October 1903: U.S. backs Panamanian revolution.

  • November 3, 1903: Panama declares independence.

  • November 6, 1903: U.S. recognizes Panama.

  • 1977: Agreement for U.S. relinquishment of the Canal Zone by 1999.

  • 1999: Panama takes control of the Panama Canal.

  • Concerns arise about Chinese control of Panama Canal ports post-2000.

Historical Perspective in Global Business

• History shapes a nation’s identity and affects its global perception.

• Understanding a country's historical context is paramount for successful business engagement.

Impact of Geography on Global Markets

• Geography affects economic activities, trade routes, and cultural exchanges.

• Geographic diversity leads to varied economic profiles and market dynamics.

• Climate: Influences agricultural practices and trade.

• Topography: Affects transportation and communication capabilities.

Dynamics of Global Population Trends

• Population control impacts economies, often driven by health and education policies.

• Rural Urban Migration: Significant shifts as populations seek employment.

• Aging populations can lead to labor shortages and drive immigration policies.

Understanding Cultural Values through History

• Historical events shape modern business relationships and practices.

• Comprehending local history aids in building rapport, especially in relationship-oriented cultures.

• Recognizing differences in historical narratives can clarify interactions.

Communication Infrastructure

• Vital for facilitating trade in a connected global environment.

• The advancement of technology alters the methods and speed of communication.

• Businesses must adapt to local communication norms to effectively influence market penetration.

Chapter 4: Cultural Dynamics in Assessing Global Markets

Chapter Learning Objectives

• LO1: Recognize the critical role of culture in marketing strategies.

• LO2: Understand the origins and elements of culture.

• LO3: Analyze the impact of cultural borrowing across societies.

• LO4: Examine planned cultural change and its implications.

The Importance of Culture

• Culture encompasses the shared beliefs, values, and norms that influence consumer behavior.

• Examining cultural dynamics is essential for tailoring marketing approaches and building effective international business strategies.

Origins of Culture

• Culture is shaped by various factors:

  • Geography: Influences historical development and consumer habits.

  • History: Affects values and consumer responses.

  • Social Institutions: Family, religion, school, and media shape cultural norms and perceptions.

Elements of Culture

1. Cultural Values: Fundamental beliefs guiding behaviors and decision-making.

2. Rituals: Important social practices and customs.

3. Symbols: Objects or gestures with specific meanings.

4. Beliefs: Accepted truths that influence actions.

5. Thought Processes: Cultural background conditions individual thinking styles.

Cultural Change and Borrowing

• Cultures are dynamic; they evolve through interactions, imports, and adaptations from others.

• Understanding how cultures borrow from one another aids marketers in anticipating consumer needs.

• Planned Change: Marketers can facilitate acceptance of innovations by recognizing cultural resistances and adapting strategies.

Conclusion

• Cultural nuances significantly affect marketing success.

• Adaptation and sensitivity to cultural differences are essential for effective international operations.

• Emphasizing trust, respect, and understanding can enhance global business outcomes.