国际市场营销Chap005剖析.ppt

The Book of Change Innovating is the ability to see change as an opportunity. I is for Innovating. A thing of beauty is a joy for ever. * The extent of a company’s marketing orientation has been shown to be positively related to profits. While American companies are increasingly embracing this notion (and marketing in general), firms in other countries have not been so fast to change from the more traditional production (consumers will prefer products that are widely available), product (consumers will favor products that offer the most quality, performance, or innovative features), and selling (consumers and businesses alike will not buy enough without prodding) orientations. Recently researchers have verified that, for a variety of complex reasons, including cultural explanations, encouraging a marketing orientation across diverse business units in global companies can be difficult. The extent of a company’s market orientation has been shown to relate positively to profits. Firms in other countries have not been able to move from the traditional production, product, and sales orientation to the marketing orientation. Research has shown that sometimes in can be difficult to encourage a marketing orientation across diverse business units in global companies * The gender bias against women managers that exists in some countries, coupled with myths harbored by male managers, creates hesitancy among U.S. multinational companies to offer women international assignments. Although women constitute nearly half of the U.S. workforce, they represent relatively small percentages of the employees who are chosen for international assignments only 18 percent. It is true that in Asian, Middle Eastern, and Latin American cultures, women are not typically found in upper levels of management. It is also true that men and women are treated very differently. Despite the substantial prejudices toward women in foreign countries, evidence suggests that prejudice toward foreign women ex