Marketing Management Marketing Is So Multiple Chapters

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Typically, scholars see low context cultures as one in which things are explained in more detail, have less a tradition in history and the past, and are rooted in the present and the future. This is why, for instance, most view the United States as a low context culture in reference to a high context culture like the Native American or Maori (Samovar and Porter, 2004).

The challenge in contemporary culture is that there are so many different messages and ways of communicating those messages, along with such a vast number of products and services, that it is now hard, in the global economy, to completely differentiate contextual messages. Once can find examples of the entire range of the continuum within the U.S. based marketing field, depending on the product or service; certainly, the marketing of Coca-Cola is different than the marketing of a medical imaging system, and requires a different cultural context.

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However, if one were to generalize the fast food (McDonalds, Wendy's, Burger King), the immediacy (iPhone) and the push towards a certain lifestyle (Levis, Coca-Cola), the United States would likely continue to be seen as low context, with an evolving change in products, services, and attitudes over the last decade or so.

REFERENCES and WORKS CONSULTED

Balibanis, G., et.al. (2001). "The Impact of Nationalism, Patriotism, and Internationalism

On Consumer Ethnocentric Tendencies." Journal of International Business Studies.

32 (1): 157-75.

Drummond and Ensor. (2005). Introduction to Marketing Concepts. London: Butterworth.

Keegan & Green. (2010). Global Marketing, 6th ed. New York: Presntice Hall.

Kotabe, M. And K. Helsen. (2004). Global Marketing Management. New York: John Wiley.

Paul, J. (2007). International Marketing: Text and Cases. New York: John Wiley.

Samovar,….....

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