Self reference Criterion and importance for International marketing

Self reference Criterion and importance for International marketing Self-reference Criterion and its importance for International marketing If you take a look around yourself you will find how many goods and services are solely produced in your own country around you? Your clothes might be produced in Pakistan, your cell phone from China, your computer in Singapore; your Coffee might be from Latin America. Whatever we talk about music, clothes, movies or our soft drinks for everything there are good chances that most of these products are produced in somewhere else in the globe. This is the global market place where good price and quality is welcomed by consumers irrespective of the region of its origination. In this scenario the need is to adopt the marketing practices that are effective beyond the borders so the importance of international marketing cannot be denied. International marketing is not an easy task. The international marketer has to face many obstacles in the way to achieve his goals. One of the primary obstacles is whenever we face a problem; we react abruptly and take decisions on the basis of values, meanings, behaviors and symbols that we have taken from our own culture. This type of decisions usually do not proved to be correct, as values, meanings and all other elements of culture usually differ from country to country. This is called self-reference criterion. According to Cateora at al (2007), the self-reference criterion is when decisions are taken on the basis of experiences, values and knowledge of ones own culture. The understanding of self-reference criterion is very much important for the marketing firm that plans to enter in international markets. In local markets on the basis of self-reference criterion; the marketer can predict the future responses of customers to a particular product but in the markets of some other country or culture the responses of customers will be based on their unique cultural environment. Even when the marketing strategy for international market is developed very carefully, chances of misunderstandings cannot be entirely vanished due to many un-avoidable factors. The intervention of self-reference criterion in international marketing practices can be easily understood with the help of following examples. In an advertisement created by Nestle corporation for their Kit Kat, a voice cover of local language was used for both countries UK and Italy. In that advertisement the quack, universal language of ducks, and duck callers were used by duck hunter to attract the ducks. Meanwhile in the commercial they became frustrated and to have a cheerful break they need a Kit Kat. That advertisement could not be succeeded because of the cultural differences between the consumers culture and marketers culture. In Italy the hunting is considered as a negative act and Italian also took Kit Kat as a luxury and product. From this example we can clearly say that the success of a marketing strategy is critically based on customer understandings and its important is raised more when we talk about international marketing. In 1996 McDonalds opened seven restaurants in India. The 40% population of India is vegetarian and they do not eat meat or animal proteins. The fish, frozen meat and spicy foods were also not frequently used by remaining meat eaters. So in order to be successful in new market the McDonalds had make many changes to its prime products and needed to use separate tools and kitchens to make burgers and other products according to the needs of Indian markets. This all created many problems for the company and company had also incurred many extra costs. This example shows that how companies have to face self-referencing criterion when expanding their business in new international markets. When Unilever started its operations in Brazil and wanted to introduce detergents, the biggest issues that company faced ware that people in Brazil dont have washing machines, in rural areas people used to wash their clothes at the river and most of the population of Brazil was poor and they were very much conscious about the products. So to avoid self-reference criterion the Unilever first developed a formula of soap, they made the plastic packing of soaps to conveniently use while washing clothes on rivers and they made small packing of detergents in order to low their prices and made them affordable for maximum number of population that have low incomes. This was the most successful tool used by the company to avoid the effects of self-reference criterion and recognized the existence of this influence in our behaviors. It is argued that one can never understand deeply each and every aspect of the culture but awareness about major aspects can be obtained, and he should ask bout that he does not know and should be open enough to accept the differences. The global awareness can be used as most effective tool to control the effects of self-reference criterion and ensure the success of an international marketing campaign. The global awareness is described by the Cateora et al as to be: Objective to understand the opportunities in correct manners make correct assessments of organizations potential and design responses to the expected problems. Mostly the western companies attracted towards India due to its huge market of more than one billion population and take it as a good opportunity and market with a lot of potential but they ignore the purchasing power and low income factors of the economy of India, the inefficient media, poor distribution, poor and low standard of infrastructures and many other factors that cause the reduction in potential of this huge markets for many kind of products. Tolerant towards the differences prevail among cultures. It is referred to the understanding of differences prevail among cultures and acceptance of these differences when working in a common working place with those who belongs to different cultural group. As in Romania when some Arab businessmen came to visit the country for opportunities and a local student was attached to them as translator. She spent two week with them to visit the different Romanian cities but she could not adjust herself with their eating habits and showed the behavior of lack of tolerance for other cultures. Knowledgeable of history, cultures, general trends and real potentials of markets. The awareness of culture is very much important if one wants to know the behaviors of some particular market place. The basic element of the environment in which the company is going to start its business is culture of that place and consumer behaviors are very much influenced by this. The history of that place is very much important to understand the behaviors of consumers as past events always have great effects on the way people behave in a particular case. By analyzing the history we can understand why British were not in favor of the channel tunnel between France and Britain and why Turkish products are not liked in Greek. The understanding of market potential is important because they are varying very fast. If we see now we will find many regions of the world that showing increasing potential, many markets have emerging trends and most of the European markets have been saturated. In next twenty y ears the emerging markets from Asia will show huge potentials for future businesses. The understandings of general trends like global political, economical and social trends are very much important because growth process of the market is depend upon these trends. A good marketer will identify the market opportunities before anyone else could know them. Now it is very much clear that the success of marketing firm is very much dependant on its ability to understand the customers and even more like a life blood for firms that are operating at international level. Following are some more examples given by Housden and Lewis to develop more understanding of the concept. In China green color is used to represent the people who sells vegetables so British racing green has no chances to be successful in China. In Brunei the Yellow color is considered as royal color and its public use is not appreciated. In order to show the sorrow of death purple color is used in Mexico. In china number 8 is taken as lucky number and considered as premium number to take as number of cars but number 4 is considered vice versa. The firms operating at international level must be very much conscious about the translations of their slogans, tag lines or brand names etc in local language of that place. If they dont take it seriously it can be very harmful for their marketing campaigns. Hundred of examples can be presented about the improper selection of Brand names and designs that caused failures because of self-referencing criterion. Superpiss that is a Scandinavian dicer it cannot be translated into English properly. Pschitt is lemonade from France and cannot be advertized in Germany as its proper translation is not possible in German. Bimbo bread and Bum Crisps are brands from Spain and their advertisement is not possible in United States as their names are not acceptable there. The slogan of Pepsi Cola Come Alive with Pepsi is not acceptable in china as in Chinese it means Pepsi raises relatives from the dead. In 1966 James Lee accepted the importance of self-reference criterion for marketing firms and provided an approach of four stages in order to mitigate the biases raised by this self-referencing criterion especially in international marketing. In first step the problem is defined on the basis of culture of home country. In second step the problem should be defined again on the basis of culture of the country in which company wants to start operations without involving value judgments. Control the effects of self-referencing criterion on problem definition and analyze the problem. Then problem is redefined without the self-referencing criterion. The importance to understand the effects of self-reference criterion cannot be overlooked by the marketing firm that wants to operate at international level. It can act as life blood for the success of the marketing campaigns designed by the company and their effectiveness is based on the understanding of the campaigns developers about the culture of the host country. Knowledge of sub-cultural groups and Market segmentation The segmentation of the market involves the dividing of entire market into small customers groups who have different type of responses for different marketing strategies for particular service or product. In this way the organization can design the marketing policies according to the particular needs and requirements of each segment in order to have more profitability by more generating favorable responses than by simply applying a single marketing policy for whole market. The market segmentation is mostly done at the level of customers. But in case of international marketing sometimes markets are also segmented on the basis of whole countries by considering the aspects that are common among countries. This type of segmentation is not proved that much successful as countries have great variation in them and it is difficult to take meaningful averages. The most suitable basis that is used to segment the markets is customers and their unique response behaviors or purchasing decisions. Many factors affect the purchasing decisions of customers that are uncontrollable by them but they have indirect or direct influences on the lifestyle of customers. Culture is one of these factors that affect the consumer behaviors. It represents the shared beliefs, behaviors and meanings among the members of a society. Whatever we do is based upon these shared behaviors that are transferred in a society from one member to another. It is a wide concept and has not as much importance for marketers as the groups within the culture or sub-cultures. The subculture is consisting of members who have their own values, beliefs and customs within the society that distinguish them from others in same society. Moreover they also obey the major values, beliefs and behaviors of dominant culture of the whole society. Subculture can be defined as a separate cultural group that prevails in a society as recognizable segment. There can be different types of subcultures prevail in a society like religious subcultures, ethnic subcultures, age subcultures and disabilities subcultures. So the knowledge of subcultures is very much important for marketers while segmenting their markets in smaller groups. Because the goal of all the efforts of marketers are to convince the customers to buy their brands and a very effective tool that is usually used by them to achieve this goal is cultural representations. By using this tool it is believed that when products relates to the cultural values the customers feel more comfortable. The marketers put a lot of efforts to understand the differences and similarities prevail in these sub cultural groups. They design their marketing policies for these cultural groups and try to attract them towards the product by aligning the product with the values and beliefs of their subculture. Although it is difficult to develop effective marketing policy for different subcultures, they must put their efforts to get sufficient knowledge about the similarities and differences among these groups in order to capitalize them. The importance of knowledge of subcultures for marketers while segmenting the markets can be very well understand by discussing the example of a Cigarette manufacturer who wants design the marketing policy for the subcultures groups of United States. The whole market of United States is divided in three sub-cultural groups of African American, Hispanics and Asians. The one big common factor in Hispanics, African Americans and Asians is that they are minorities in the United States. The first ever minority that migrated to United States is African Americans and after great struggle now they are considered as an important sub-cultural group of America because of their strong influence on politics and culture. The Hispanics is the largest minority of United Stated although they could not gain that much influence on American politics and culture as African Americans. This subculture has many similarities like language, food, political views and religion but this is a highly divided subculture. Just like Hispanics, Asians is also a subculture group that is highly divided but they dont have as much similarities as Hispanics has. A big challenge for the companys marketers is to design the marketing policies that best align with the norms and values of these subcultures by indentifying the differences and similarities of these sub-cultural groups. Differences Among subcultures African Americans: African American is most organized and strong sub-cultural group of United States. However they belong to different cultures of Africa but they lived many years under ethnic discrimination and efforts of many years have united them now. Today the presence of African Americans can be seen in Music, Sports and even in Politics with great influence. Now they are considered a strong group of America and they are showing their success not only politically but also by material possessions in the form of jewelry, luxury vehicles and recognition in public. Hispanics: This is a subculture group of United States with high diversities but according to CBS News, 2003 they also have a largest population of minority in United States. They belong to more than 20 different countries and cultures. They are more concerned with religion and families and most of them belong to Catholic thoughts. The number of Hispanics is increasing due to more immigrants every year and they want acceptance in the society as a strong influential group. Asians: The challenges faced by Asian are not different from Hispanics; Asian is even more diversified subculture group because they differ in religion, language, food and even in facial features. The members of this group belongs to the countries of China, Japan, India and Thailand and these all countries differ in languages, eating habits and even in facial features. One common thing that all Asians have who immigrate to United States is that want to achieve a better lifestyle so their more intentions are towards the achievement of success and they are mostly involved in entrepreneurial activities. Marketing Strategies to Target Subcultures The knowledge of sub-cultural groups for marketers has great significance while designing marketing strategies to target these groups. As the African Americans have goals to be most successful individuals the need of the cigarette marketers is to design the strategy that focuses on assigning a sense of uniqueness, class and sophistication for all those customers who will be smoking that cigarette. So the association of the brand with any public and highly successful African American will give a very much positive response for the brand. On other hand the Hispanics more concerned with belongingness and family so the strategy that more focuses on an image of traditions and trust factors will have more positive results. The thing that needs more attentions of marketers is that this group is highly diversified group and differs in status as well. The use of language will also be very much critical towards the success of campaign for this group. In case of Asians this subculture is consid ered as low profile group and strategy that will best suit for this group will be focused on respect of individual identity and traditions. The languages used for this group will more suitable if native language will be used. The success of an effective segmentation and a good marketing strategy is highly based on the knowledge of the marketer about the subcultures prevail in the society. People belongs to different subcultures differ from each others in many terms. They differ in their languages, their ages, their eating habits, beliefs, and even in facial features. So to design a well aligned marketing strategy the marketer should have sufficient knowledge of the sub cultural groups of the society.

Financial Ratio Essay

â€Å"If you are going to achieve excellence in big things, you develop the habit in little matters. Excellence is not an exception, it is a prevailing attitude.† – Charles R. Swindoll Please use this template to produce the Bi-MTRs by filling the spaces provided. This should be submitted by the 28 th  of the relevant month, to your Placement Tutor’s e-mail address and to the Business School Employability Office (busemployability@gre.ac.uk). Please make sure you keep copies of your report, for submission at the end of your placement year. An email confirmation of receipt will be sent to you. If you have not received this confirmation within 5 working days of sending your report, please accept this as the BSEO did not receive your Bi-MTR. Date of MTR: 28 th of August 2013 Student ID: 000751077 Student Name: ADAMS OLALEKAN DOSUNMU Student Email: Da225@gre.ac.uk Work Telephone number: 07424525695 / 07850263416 Placement Tutor: DERYN GRAHAM Company Name: MARKS AND SPENCER Supervisor/Line Manager: JULIANA IRORO * Compulsory response Work Experience*: Set out your main duties undertaken during the month(s) and critically appraise your own performance in relation to those duties The first phase of my placement at Marks and Spencer, Edgeware Road. As a customer service assistant, which role is to ensure that diligent services are giving to customers at the right time in a well behave manner. I also have the responsibility of a section coordinator whose duties is to ensure that proper documentation of duty task and activities are achieved and recorded. Such roles includes: 1. Preparation of duty roster 2. Stock / inventory recording 3. Ensure proper team work among member of staffs and also team coordination 4. Act as a line manager in the absence of the manager. 5. Other functions Roles at work As a section coordinator assigned to the Hot food on the move /bakery section in the store, which duty is to make sure that desired target of sales, customer feedback and TSL audit preparation of my unit is to the store level of satisfaction. Roles within the unit Preparation of weekly duty roster for the staff working in the unit which explains the description of work, working hours, that is the start of shift to the end of the shift, and hour worked weekly. This is very important as staff will have knowledge of when and where are required to work. Due diligence A delegated paper work as a guideline to all members of staff as the service offered to customers on the tills, foods, coffees and other customer enquiry are of standard and also ensure that customer satisfaction are met. Making sure that all delegated tasks is in progression and also completed before staff finishes Bi-Monthly Training Report Template (Bi-MTR) Appendix 4: Bi-MTR â€Å"If you are going to achieve excellence in big things, you develop the habit in little matters. Excellence is not an exception, it is a prevailing attitude.† –Charles R. Swindoll their shift, and in turn giving feedback to the line manager for proper check. Key Skills Development*: Outline the key skills that you have acquired as a  result of the work that you have done e.g. communication skills, working with others, IT skills, time management skills etc. I have possess unique skill of team spirit in relation to service excellence and also team coordination ,such skills includes 1. Interpersonal skill: My interpersonal skill has improved and this has helped me to gain more confidence and possess more unique skill on the job and relating to others both the staffs, suppliers, customers and the society at large. 2. Communication skill: Constantly improved in my communication skills, such as expressing my feelings, ideas, concept and exchange of information, as I learn to understand people’s accent concurrently by the day, both at work and out of work. Proper understanding of people’s culture, customs, norms and traditions. 3. Managerial skill: Techniques and business knowledge has also improved, having the opportunity to work with a reputable organisation with a versatile style of management, from value chain management to supply stream of income and supply chain management. 4. Time management skill: More timely conscious, time constraint and adherence to time management for every task to be completed at a particular point in time. What need to be done hourly, daily, weekly and monthly are been specify for the appointed time. 5. Information technology skill: InfoTech skill improved ability to use Microsoft Excel more efficiently and other applications such as SPSS. Critical Incidents: Outline any significant events, both positive and negative, that took place during the month(s) and had an impact on your work either directly or indirectly â€Å"If you are going to achieve excellence in big things, you develop the habit  in little matters. Excellence is not an exception, it is a prevailing attitude.† –Charles R. Swindoll If nothing to declare, please write â€Å"I have no critical incidences to declare† At the beginning of my placement with Marks and Spencer, I find it too much demanding, due to the work load and cultural differences, among colleagues such as styles, accents, customs and traditions. And also some of the staffs are difficult to manage and relate with, but with my interpersonal skills and style of on the job skill which has helped me to see things as it come, I never give fear a chance on me. So I learn all the system and style of work within a very short period of time and I applied what I have learnt as a business student to interprets and relate with the situation. In other to excel in my internship and becoming a successful manager. Employer Feedback: Give details of any formal or informal feedback on your performance received from the employer during the month(s) If no feedback given, please write â€Å"I have no feedback to give† I have no feedback to give Contact with Placement Tutor *: Please give details of your contact with your placement tutor in the past 2 months. This can either be via email, telephone or face to face. ADAMS OLALEKAN DOSUNMU 000751077 Da225@gre.ac.uk BSc BUSINESS STUDIES University of Greenwich Second Year. Tel: 07850263416 / 07424525695 Presently on a placement with Marks and Spencer, situated on Edgeware Road. Duty roles: customer service assistant in a role of a section coordinator. â€Å"If you are going to achieve excellence in big things, you develop the habit in little matters. Excellence is not an exception, it is a prevailing attitude.† –Charles R. Swindoll Final Year Project (if applicable): Include any information you may have  gathered for final year project RENUMERATION: A major source of motivation. A case study of Marks and Spencer in remunerating its employees such as : Employees benefit and incentives Wages and salaries Bonuses and pension scheme. Other Information: Include any other information that you consider to be relevant to the traineeship e.g. .training courses attended, social activities, cultural differences for overseas placements Not Applicable Workshop / Training Days, Change of Address or Travelling Please include any days which you are scheduled to be away from your desk at the address provided on your contract. Not Applicable â€Å"If you are going to achieve excellence in big things, you develop the habit in little matters. Excellence is not an exception, it is a prevailing attitude.† –Charles R. Swindoll If you would like to add any further information about your placement, please feel free to continue on a separate page (however make sure it has your name, student number, Placement Tutor and placement company included). If you are unable to e-mail your MTR, please send it to Business School Employability Office via email on busemployability@gre.ac.uk. If you cannot send it via email, please send using FAX +44 (0)20 8331 8120 or via post to the address below. For more information, contact: Business School Employability Office Queen Mary 245 * the University of Greenwich * Greenwich Campus * Park Row * SE10 9LS

Essay on Abraham Lincoln, A Great Leader in American History

Throughout the history of the United States of America, many great people have directed toward success. The American nation has been honored with many of the greatest people in history, including George Washington, Thomas Jefferson, John Adams, and James Madison. Abraham Lincoln is considered one of the most greatest president in US History. Abraham Lincoln was born on February 12,1809 in Hodgenville, Kentucky. He is known for his leadership and skills as president along with his pleasant personality. Abraham Lincoln was the 16th President of the United States, serving from March 1861 until his assassination in April 1865. Lincoln led the United States through the Civil War and accomplished many things such as Emancipation Proclamation,†¦show more content†¦Lincoln thought freeing slaves would help him reach his goals to save the Union. Therefor, this led to the signing of the Emancipation Proclamation. Although, the Emancipation Proclamation only freed slaves in the Confede rate States in America, it was the first step in the final Emancipation of all slaves. It helped the cause of the Civil War, and was close to end slavery permanently. It was the third year into the Civil War, once the form was signed, the number of group soldiers for the Civil War and navy increased. This was because what Lincoln hoped would happen did happen. Although, the liberation of slaves allowed many slaves to volunteer and to fight in the Civil War. At that point the Civil War became a war for freedom. The result of the War was positive. The Union was saved but also the War helped free slaves. Lincoln speech at Gettysburg, in November 1863, widely considered to be the address that helped to solve the divisions within the country. Abraham Lincoln demonstrates a good amount of qualities that made an admired and inspirational leader. Abraham lincoln was able to keep his goal in mind while maintaining his great personality. He was able to listen to different point of views and not regards anyone’s opinions and ideas because simply he was the president. As well as, he was able to demonstrate helpful and supportive leadership during the Civil War. By freeing the slaves, he was showing his compassion for humanity and had a greatShow MoreRelatedEssay on Abraham Lincoln - the Greatest President1069 Words   |  5 PagesAbraham Lincoln There have been forty four U.S. presidents over the past two hundred and twenty years. What president has served the best for our country? None other than Abraham Lincoln. Abraham Lincoln is the greatest president ever because he did great things such as ending slavery, getting the us through the Civil War, and helped our country a lot. The American Civil War was a war between the Southern states and the Confederate states. 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Brigadier General Robert H. Milroy in the Civil War