Chapter 1 PDF
Chapter 1 PDF
Chapter 1 PDF
15th edition
Exhibit 1.3
(SRC)
• Self-Reference Criterion (SRC) is an
unconscious reference to one’s own cultural
values, experiences, and knowledge as a basis
for decision.
• Risk of SRC:
– Prevent you from becoming aware of cultural
differences
– Influence the evaluation of the appropriateness
of a domestically designed marketing mix for a
foreign market
Global Awareness
Global Awareness
Marketing – Reactive
• Products “indirectly” reach foreign markets
• Trading companies
• Foreign customers who contact firm
• Domestic wholesalers/distributors
• Web orders
• Foreign orders stimulate a company’s interest
to seek additional international sales
Marketing – Reactive
• Caused by temporary surpluses
– Sales to foreign markets are made as goods
become available
• Firm has little or no intention of maintaining
continuous market representation
• Foreign sales activity declines and is
withdrawn when domestic demand increases
Proactive