INTERNATIONAL COMMUNICATION Chapter 12 MAR 403 MARKETINGH COMMUNICATIONS

INTERNATIONAL COMMUNICATION Chapter 12 MAR 403 MARKETINGH COMMUNICATIONS

“ The key to successful international business relationships lies in a real understanding of the values, priorities, and practices of the counterparts in the host nation. ” Brenda Arbelaez, PALS International

The Importance of International Business • Our values, proprieties, and practices are shaped by the culture in which we grow up. • Ex: market for buses in Mexico City is greater than the entire bus, market in the whole US. • Radio station CHIN in Toronto broadcasts in 32 languages. • Employees at the Digital Equipment plant in Boston come from 44 countries and speak 19 languages.

Ways to Look at Culture • High-context cultures • Low-context cultures

Values, Beliefs, and Practices • Values and beliefs, often unconscious, affect our response to people and situation. • Ex: most North Americans accept competition and believe that it produces better performance. The Japanese, however, believe that competition leads to disharmony. • Many people in Us value individualism. Other countries may values the group.

Values, Beliefs, and Practices • Values and beliefs are influenced by religion. • Ex: in Christianity coexists with a view of the individuals as proactive. However, in Islam a society is empowered more than individuals. • Ex: the Puritan work ethic legitimizes wealth by seeing it as a sign of divine favor. In other Christian cultures, a simpler lifestyle is considered to be close to God.

Values, Beliefs, and Practices Ex: Hindu do not eat beef Muslims consider pork unclean Orthodox Jews eat only kosher meats. North Americans and Europeans put the family name last: Asians put it first. • Writing styles are different. • •

Nonverbal Communication • • Body Language Space Time Other nonverbal Symbols

Body Language • Eye Contact a. Puerto Rican children are taught not to meet the eyes of adult. b. Japanese are taught to look at the neck. c. In Korea, prolonged eye contact is considered rude. d. In Arab culture eye contact is very important. Arabs dislike talking to someone wearing dark glasses or while walking side by side. In Muslim countries, women and men are not supposed to have eye contact. • Smiling a. In Germany, smiles are reversed for friends b. The Japanese smile not only when they pleased or amused, but also to say ‘That’s none of your business’ and cover embarrassment, sadness, and even anger. • Gestures

Space • Personal space, is a distance someone wants between himself or herself and other people in ordinary, nonintimate interchanges.

Oral Communication • • Underestimate and Exaggeration Compliments Silence Voice Qualities