MAR 4156 Lecture Notes - Lecture 1: Self-Reference, Global Marketing, Ethnocentrism
Document Summary
Vietnam is a new emerging economy, they can produce goods cheaper than china. Self reference criterion (src): is an unconscious reference to ones own cultural values, experiences, and knowledge as a basis for decisions. Ethnocentrism : is the notion that people in ones own company, culture, or country know best how to do things. Both the src and ethnocentrism impede the ability to assess a foreign market in its true light. Knowledge of cultures, history, world market potential, and global economic, social, and political trends. Relate the foreign environment to the marketing process.
