Cross cultural Marketing

Morgane Lamoureux
PART 2: INTERCULTURAL
MARKETING
COMMUNICATION
CHALLENGES
2.0 to 2.6
What is Intercultural
communication?

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 Why is it important?
 People get to know each other;
 Increase insurance;
 Break down the barriers;
 Builds trust;
 Motivates
 Open new horizons
 Develop interpersonal skills
 Develop listening skills
 People find common ground
 Develop the career
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 Barriers to intercultural
communication
 Stereotype: fixed idea or image that many
people have of a particular people or thing but
which are not true.

 Discrimination: 19 criterias

 Xenophobia

http://pangera.org/du-stereotype-
au-prejuge/

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 Barriers to intercultural
communication
 Culture Shock

Intercultural Business
Communication – Robert Gibson
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 Dealing with differences
 Cultural Learning

Intercultural Business
Communication – Robert Gibson

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 Comment on these statements:

1.Globalizationmeans that there is now

one business culture everywhere in the
world.

2.If they want to do business with me,

then they’ll have to adapt to my
culture.

3.When in Rome, do as the Romans do.

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 Comment on these statements:

1.Intercultural training just confirms

stereotypes.

2.Today, I’m dealing with the Americans,

tomorrow with a group from Japan. I
can’t possibly learn all I need to know
about all the cultures I have to deal
with.

3.What I need when I go abroad is a list

of dos and don’ts. www.hepl.be
Social Learning Theory

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Culture is a mental programming
• It exists three different groups of
culture:
- Imperatives

- Electives

- Exclusives

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Culture is a mental programming
Imperatives

Electives

Exclusives

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Culture comes from

 Nationality
 Job
 Education
 Ethnical group
 Religion
 Family
 Company
 Personnal values
 Membership group

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Culture

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Sucessful international managers

The more statements

you can honestly
agree with, the more
suitable you are for
work in an
international
context…

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 Managing Diversity
 Exercice: Extracts from a report on the
DaimlerChrisler merger:

• What cultural problems do you think DaimlerChrysler

had after their merger?

• What could they do about them?

• Compare your ideas with those expressed in the article.

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 Why is it important?
Exercice:

In what way could intercultural

communication be important for the
following people:
- A doctor
- An internet website designer
- A profesor

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