Cross-Cultural Communication Essay

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Introduction For the course of International Management the following assignment has been giving with the objective to select a topic in the field of International Management. The topic for this paper is Cross-cultural Communication in Marketing/advertising. Communication is such an important part of everyone’s daily life, not only in one’s personal life but also in organizations. Also now a day, we are becoming every year more and more global and working with different countries and cultures around the world. Henceforward, globalization is increasing, which makes communication a very important part of doing business internationally. Every organization has their own way of communicating and doing business with others. They have their…show more content…
Market segmentation: The process of dividing a market into distinct groups of buyers who might require separate production or marketing mixes (Wells, Burnett, & Moriarty, 2006). Advertising: Paid non-personal communication from an identified sponsor using mass media to persuade or influence an audience (Wells, Burnett, & Moriarty, 2006). Globalization: The process of social, political, economic, cultural, and technological integration among countries around the world (Luthans & Doh, 2012). 1.2 Advertising Messages: International Management Communication is the process of transferring meanings from sender to receiver. On the surface this appears to be fairly straightforward process. On analysis, however, there are a great many problems in the international arena that can result in the failure to transfer meanings correctly (Luthans & Doh, 2012). Communication – verbal and otherwise – remains an important dimension of international management, and there are different communication styles, how communication is processed and interpreted, and how culture and language influence communication and miscommunication (Luthans & Doh, 2012). One way that perception can prove to be a problem in international management communication is the very basic misunderstanding caused when one side uses words or symbols that are misinterpreted by others. Many firms have
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