Self Reference point Criterion And An Associated Ethnocentrism Marketing Essay

SRC methods to forget about self applied like if a company will some another country then the going company will have to be mindful about the culture etc of the web host country and can have to forget about own culture.

e. g. : Like McDonalds when joined India they sold product aloo tikki burger despite their beef burger.

The primary hurdles to success in international marketing are a personїЅs home research criterion (SRC) and an associated ethnocentrism. SRC can be an unconscious reference to oneїЅs own cultural values, experiences, and Knowledge as a basis for decisions. Directly connected is ethnocentrism, that is, the idea that oneїЅs own culture or company understands best how to do things.


To counter the impact of the self-reference criterion, the corporation must select appropriate staff for international assignments and take part in sensitivity training


Cross cultural is a comparison of any culture with one or more other cultures. the purpose is to provide complete information about the development of others in their own ethnicities and compare this development across civilizations. The comparison talks about not only what is different between the cultures, but also what's similar or widespread among them.


1. Honda unveiled their new car "Fitta" into Nordic countries in 2001. If indeed they had taken the time to undertake some cross ethnical marketing research they could have found out that "fitta" was a vintage word found in vulgar dialect to make reference to a woman's genitals in Swedish, Norwegian and Danish. In the long run they renamed it "Honda Jazz".

2. In 2002, Umbro the UK sports manufacturer was required to withdraw its new coaches (trainers) called the Zyklon. The organization received grievances from many organisations and people as it was the name of the gas used by the Nazi regime to murder an incredible number of Jews in awareness camps.

(http://www. kwintessential. co. uk/cultural-services/articles/crosscultural-marketing. html)

Hofstede dimensions to distinguish between cultures:

1. Electricity DISTANCE




Culture is the totality of your life style & personality. Instantly is can be said that, culture is the fact that whatever we are i. e. our way dressings, specking, eating, pondering, learning, attitude, feels, values, norms etc all included in our culture. International marketing is the marketing activities an organization outside their country of source.

Culture has a great impact on international marketing. A marketer must have to review about the neighborhood culture in-depth before supplying a product to them. Because of every marketing advertising has done to advertise the merchandise i. e. connecting product feature to the clients and effect customers to buy it.

To have an efficient communication one must send the subject matter based on the receiver's culture, traditions and learning process. There are a few major barriers by which effective communication can be hampered. self guide criterion (SRC) and Ethnocentrism can take the time worthless.

It is human being aspect that, everything want to judge according to self learning process and Cultural dimension. But a single thing can have different meaning in several culture. For example showing thumb holds the signal of most to the traditional western but it carries a serious negative so this means to the Bengali rural people.

For this reason a marketer in international market will need to have to convert his all thinking in to the culture of the local people. Sometime professional fails to get this to conversion successfully because of this they neglect to have local people attention and make huge damage.


Ethnocentrism is generally an issue when managers from affluent countries use managers and marketplaces in less rich countries. Both SRC and ethnocentrism impede the capability to assess a overseas market in its true light.

Ethnocentrism and the SRC can impact an analysis of the appropriateness of a domestically designed marketing mix for a foreign market. If US marketers aren't aware, they might assess a marketing blend based on US activities (i. e. their SRC) without fully appreciating the ethnic differences that require adaptation.


Esso, the brand name of a fuel, was an effective name in the United States and would appear safe enough for international countries; yet, in Japan the name phonetically means stalled car an undesirable image for gasoline.

For cases In US culture, a personїЅs SRC wouldn't normally reveal problems with either Esso, but in international marketing, relying on oneїЅs SRC could produce an inadequately modified marketing program that ends in failing. honetically means stalled car an unhealthy image for gasoline.

Why if the international marketer have knowledge of sub cultural groupings when attempting to segment market segments in a particular country or region. Use illustrations in your answer.

Ethnocentric Orientation:

1. Characteristic of domestic & international companies

2. Opportunities outside the home market are pursued by

3. Extending various elements of the marketing mix

Polycentric Orientation

1. Attribute of multinational companies

2. Marketing combine is designed by autonomous country managers

Regiocentric or Geocentric Orientation:

1. Characteristic of global & transnational companies

2. Marketing opportunities are pursued by both extension &


A ethnic subgroup differentiated by position, ethnic background, house, religious beliefs, or other factors that functionally unify the group and function collectively on each member.

Culture is just how that we do things around here. Culture could relate to a country (countrywide culture), a definite section of the community (sub-culture), or a business (corporate culture). It is widely accepted that you are not delivered with a culture, and that it's discovered. So, culture includes all that people have learned with regards to values and norms, traditions and traditions, beliefs and religions, rituals and artefacts.

Therefore international marketing must take into account the local culture of the united states in which you wish to market.

Culture is what helps us to organize our world and also to know how to react to it. We learn how to relate to other people and how to respond to the environment from our friends and family, our instructors and through observation. People who come from different civilizations have lived in various parts of the earth and have experienced different societies or participated in several establishments (for example, colleges or companies). They are likely to have learned different values, beliefs, behaviors, targets and norms than you have.


Cateora, P. R. & Graham, J. L. (2002) International Marketing, (11th ed. ) New York: McGraw-Hill

Chee, H. & Harris, R. (1998) Global ONLINE MARKETING STRATEGY, London: Financial Times Pitman Posting.

Doole, I. & Lowe, R. (2001) International Marketing Strategy Examination, Developmant and Implementation, 3rd Model, London, Thomson Learning.

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