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The China Syndrome: Cultural Misunderstandings in Marketing
Added on -2019-09-23
The culture of China affects the way business is done there. Gift-giving is a motivational factor, and perceptions during meetings and greetings are important. The formal social structure and focus on developing relations are unique to China. This article explores the cultural differences in consumer behavior and business practices between China and other countries.
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Case Study 11.1The China Syndrome : Cultural misunderstandings can lead to marketing failures1)Consider some of the other consumer behavior factors you have considered in this course(motivational factors, status concerns, perceptual issues).The factors related to consumer behavior are motivation and perception. The people of China are inveterate gift givers. For them, the gifts are a source of motivation because they express friendship and they symbolize hope for the good business in future. So, giving gifts is a motivational factor that affects business in China. But, they also believe that gifts should not be given if there is any good reason or there is no witness. This is one important aspect of the culture of China that affects the way business is done there. So, if any company is planning to do business there, then it must take care of the fact that on special occasions, it must distribute gifts to its customers in China (Lau, 2002). Then, another factor is the perceptions that the people of China make during meetings and greetings. If the other party is not shaking hand lightly and they are not exchanging business cards which have text in English on one side and text in Chinese on another side, then the Chinese may perceive that the other party is not interested in doing businesswith them or they may deceive them in future. So, they will never form a contract with that party. Also, if the other party is in a hurry or rush, then it is perceived as a negative trait the people of China. Thus, the companies operating in China must take acre of promotions of their products, as when they display the advertisements, they should not 1
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