preview

Marketing and Self-reference Criterion

Better Essays

Executive Summary
In this assignment, I have tried to answer the assigned questions with explanation. Several online documents and books are used as guideline to refer to the subject matter. This assignment has given me an opportunity to probe in to the matter deeply. This task contains detail description on the subjects: self-reference criterion and importance of foreign sub cultural groups. This piece of work discusses the positive and negative effect of the issues on marketing plan. It explains what can and cannot happen when marketers neglect or emphasize on these matters while thinking of introducing their products to other countries. Some real life examples are also provided in the writing to make the explanation more clear. …show more content…

One of the barriers in succeeding in the international market are a
1

www.consumerpsychologist.com/international_marketing.html

person’s self-reference criterion (SRC) and an associated ethnocentrism. While SRC is an unconscious reference to one’s own cultural values, experiences, and knowledge but it is intimately related to ethnocentrism. From our birth to being adult a set of facts, beliefs, norms, principles and ethics are cultivated inside us. Our behaviour, thoughts and reaction (both voluntary and involuntary) are influenced by our cultural education. When we are stuck in a situation or face a problem, we refer to our SRC in search of the solution. Our response and decisions are based on meanings, values, symbols and behaviour relevant to our own culture; different from foreign culture. Any decisions taken from own cultural point of view is right until it is for domestic purpose. When we mix with people of another culture, intentionally or inadvertently, a gap is generated or to be better said maintained. This space usually leads to a misunderstanding between people of different cultures. Only way to stop or get out of such misunderstandings is to grow the ability of acceptance of understanding, behaving and thinking like the person we are talking to. The key to successful marketing is to accept the environmental differences between each market. The behaviour pattern of consumers of any market will not match with that of the consumers of

Get Access