Download Cross-Cultural Business Behavior: Negotiating, Selling, by Richard R. Gesteland PDF

By Richard R. Gesteland

For nearly a decade Cross-Cultural enterprise habit has been praised by way of enterprise humans and by means of scholars as ''an eminently beneficial consultant to the worldwide marketplace.''Now readers of the fourth variation will locate much more of that functional information for negotiating with clients and providers around the globe. they are going to additionally locate clean new situations, extra negotiator profiles and comparisons of Nordic company cultures in addition to distinct suggestion for adapting revenues displays to the tradition of the buyer.

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Extra resources for Cross-Cultural Business Behavior: Negotiating, Selling, Sourcing and Managing Across Cultures

Sample text

A want is a need that is shaped by a person’s knowledge, culture, and personality. So if you feel hungry, you have developed a basic need and desire to eat something. Let’s say you then want to eat an apple or a microwave snack because, based on your past experience, you know these will satisfy your hunger need. Effective marketing, in the form of creating an awareness of good products at convenient locations, can clearly shape a person’s wants. Certainly, marketing tries to influence what we buy.

Marketing affects all individuals, all organizations, all industries, and all countries. This book seeks to teach you marketing concepts, often by having you actually “do marketing”—by putting you in the shoes of a marketing manager facing actual marketing decisions. The book also shows marketing’s many applications and how it affects our lives. This knowledge should make you a better consumer, enable you to be a more informed citizen, and help you in your career planning. Perhaps your future will involve doing sales and marketing for a large organization.

Customer value proposition A cluster of benefits that an organization promises customers to satisfy their needs. environmental forces The uncontrollable social, economic, technological, competitive, and regulatory forces that affect the results of a marketing decision. Product. A good, service, or idea to satisfy the consumer’s needs. Price. What is exchanged for the product. Promotion. A means of communication between the seller and buyer. Place. A means of getting the product to the consumer.

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