Essential Concepts in Global Marketing and Cultural Dimensions

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Written on October 21, 2025 in English with a size of 4.92 KB

Global Marketing and Cross-Cultural Business Concepts

In high-context cultures, time is typically polychronic (flexible and simultaneous).
Lawyers are generally more important in low-context cultures due to reliance on explicit contracts and written rules.
The cultural environment of a country is best described by its attitudes, beliefs, and values.
The power distance dimension reflects the degree of trust: the higher the power distance, the lower is the level of trust.
Two countries that score high in uncertainty avoidance are Greece and Portugal.

If "vegetarianism" represents a value, then "dislike McDonald's" represents an attitude.
Long-term values include all of the following except: dynamism.
A concept often not considered a long-term value is the search for truth.

One of the basic elements of sociologist Everett Rogers' Diffusion theory is awareness.
The correct order of the innovation adoption process stages is: awareness → interest → evaluation → trial → adoption.
Together, innovators and early adopters constitute 16.0% of the total market.
A factor that can negatively influence product adoption is high complexity.
To speed adoption of a new product, ensure that features and benefits can be communicated or demonstrated.
The obsolescence of products, such as floppy disks being dumped, relates to the concept of relative advantage.
Regarding innovation characteristics, All of the above are true (referring to typical characteristics like relative advantage, compatibility, complexity, trialability, and observability).

Products arranged starting with the lowest complexity/fastest adoption might be: food → computers → integrated circuits.
The greater the level of environmental complexity, the greater the need for local adaptation.
In the 1990s, Philips Electronics developed a new consumer product focusing on compatibility.

The lesson derived from understanding the SRC is that unbiased perception is a vital and critical skill in global marketing.
Procter & Gamble's introduction challenges often highlight the danger of the self-reference criterion.
When global marketers fail, they often fall victim to the self-reference criterion.

The Walt Disney Company's decision regarding its theme park in France showed that Disney executives were blinded by their prior success and ethnocentrism.
When planning the theme park in France, Disney executives should have adopted a geocentric management orientation.
In China, Dell had to find a meaningful interpretation of direct orders (adapting its business model to local norms).

Linguists divide the study of language into various components, including morphology (the study of word structure).
When the Coca-Cola Company was developing product names, they likely used phonology (the study of sound systems).

The use of the color Blue dates back millennia.
There is nothing inherently "good" or "bad" about colors; for example, Red color is highly preferred in some African countries.

While some food preferences remain deeply embedded, this is challenged by the growing number of McDonald's restaurants globally.
Regarding "coffee culture," American entrepreneurs found success in England with the Seattle Coffee Company, which Starbucks later acquired.
Insisting on competitive bidding can cause issues in cultures that are not low-context cultures (where relationships are prioritized).
Venice is threatened by modern environmental factors. (TRUE)
Westerners doing business in the Middle East must be aware of cultural nuances. (TRUE)

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