International Marketing Management

Running head : INTERNATIONAL MARKETING MANAGEMENT

Marketing in different cultural sections

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PART A

Self reference criterion and multicultural marketing

According to Glossary of Marketing (2010 ,

. 1 , self reference criterion refers to the assumption that a product can successfully be sold abroad on the basis of its success in the home market ' cultural diversity is experienced in the global markets such that different people interact in the global markets . Marketers should recognize the fact that customers from different backgrounds have different cultural

br aspects . It is very important for marketers operating in the global markets to understand the cultural differences of their customers . Self reference criterion is an aspect which does not allow marketers to incorporate the culture of other people . As such , people believe that other people will accept their cultural believes and that there are no cultural conflicts between different cultural groups (Ntzth , Bishara 2007 . Businesses in the modern era are experiencing a lot of changes in terms of social , economic , technological , political and cultural aspects . Emerging trends in business indicate that cultural diversity is affecting many organizations since managers lack the ability to adopt strategies which match the cultural needs of their customers . Jackson Loehr and Azman (n .d ) explain that changes in technology have led to changes in economic conditions and organizations should come up with policies which reduce costs and maximize profits . There is need for managers operating in multicultural environments to develop proper policies to satisfy needs of customers located in...