GMS 522 Lecture Notes - Lecture 2: Crossed Fingers, Foot Binding, Starbucks

• School: Ryerson University
• Department: Global Management Studies
• Course: GMS 522
• Professor: Carlyle Farrell

Document Summary

Cultural adaptation: everyone is encultured into a particular culture. It causes people to view other cultures in terms of their own, causing them to overlook important human and environmental differences among cultures. Consumer ethnocentricity: getscale, 17 items which consumers rank on a scale of 1 (= strongly agree) to 7 (= strongly disagree). We should purchase products manufactured in america instead of letting other countries get rich off us". It is not right to purchase foreign products, because it puts americans out of jobs". A real american should always buy american-made products". Only those products that are unavailable in the usa should be imported". Cultural literacy: participation in international marketing requires that mangers develop cultural literacy , i. e. detailed knowledge about a culture that allows the manager to function effectively within it. Sometimes we just don"t think : amazon had to apologize to the indian foreign minister for selling doormats depicting the indian flag.