Analysis of Problems and Countermeasures in Bilingual Teaching of Marketing Specialty

In the context of economic globalization, cultivating students’ cross-cultural marketing ability is becoming more and more important; The implementation of bilingual teaching is an important way to cultivate and enhance this ability. In recent years, the rapid development of cross-border e-commerce and free trade zones has greatly increased the demand for bilingual marketing talents, which has promoted the rapid development of bilingual teaching of marketing specialty. From the perspective of international talent training, there are some problems in bilingual teaching of marketing specialty in Colleges and universities, such as textbook selection, teacher construction, students’ English level, teaching quality, curriculum incentive and so on. Based on the author’s five-year bilingual teaching experience of marketing specialty and the goal of international talent training, the bilingual teaching of marketing specialty can be improved from the following aspects: practicing the international educational concept.

A Comparative Analysis of Japanese, Mexican and English Marketing Practices: Examining the Influence of Culture on Marketing

This research paper examines how the distinct cultures of Japan, Mexico and Great Britain influence companies’ respective marketing strategies. These three countries were chosen specifically because of their vast cultural differences and their location on three different continents. First, the paper will compare each country’s economic outlook in order to more thoroughly understand each country’s market and consumer behavior. Next, each country’s culture will be explored through several distinguishing aspects such as religion, family structure, gender roles, society, etc. A summary of each country’s consumer behavior and consumer ethics will be given. Next, specific examples of companies that have led successful marketing campaigns in each country will be analyzed in order to determine how they used cross-cultural marketing. The companies used were Coca-Cola for Mexico, Kit-Kat and Louis Vuitton for Japan and Five-Guys for Great Britain. These results can help companies which are trying to launch their products in international markets understand different consumer behavior and markets world-wide.

A terceira linguagem no cross-cultural marketing

Aborda a pesquisa de pós-doutoramento do autor, que propõe a terceira linguagem apoiada nas dimensões culturais de Hofstede, uma abordagem da comunicação mercadológica transcultural no século XXI. Nos mercados internacionais a influência cultural determina a gestão estratégica da comunicação persuasiva. As organizações multinacionais brasileiras que atuam nos mercados externos enfrentam a competição que foca suas ações comunicacionais na produção de imagem e em produtos de valor. A terceira linguagem, ao incorporar a comunicação transcultural, pode ser utilizada como um diferencial competitivo das organizações brasileiras internacionais. Addresses the author's post-doctoral research, which proposes the third language supported by Hofstede's cultural dimensions, an approach to cross-cultural marketing communication in the 21st century. In international markets, cultural influence determines the strategic management of persuasive communication. Brazilian multinational organizations that operate in foreign markets face competition that focuses their communication actions on image production and value products. The third language, by incorporating cross-cultural communication, can be used as a competitive differential of Brazilian international organizations.

Impact of Cultural Differences in Marketing on Buying Behaviour

Culture and differences in culture across the globe form an important aspect of marketing. One of the biggest factors that is taken into consideration by both marketing analysts and consumers is culture. Cultural Marketing, therefore, has gained importance as a way of marketing and market research. Especially when it comes to international trade and global marketing. The volatile nature of cultures as a concept makes it very difficult to predict the success or failure of a product or service. Cultural differences in marketing, therefore form the fundamental decision-making factors in the international marketing arena. This paper studies the consumers’ perception towards marketing strategies that align with their culture and the subsequent decisions they are likely to take based on these factions. Understanding this psychology is crucial to ensuring that a company can get a good return on its market investments while still generating a profit. Hence understanding the culture of a particular region before entering it is crucial and can play a huge role in the success of the company in that region.

EXPRESS: Research Constituents, Intellectual Structure, and Collaboration Patterns in Journal of International Marketing: An Analytical Retrospective

This study presents a retrospective on Journal of International Marketing ( JIM) using bibliometrics. The study finds that the journal’s run has been characterized by continuous growth in publications and citations, with a dominant contribution base of authors from the United States. JIM authors have consistently shown a strong preference for quantitative research, with a decline in preference for qualitative research and a negligible increase in preference for mixed-methods research in recent years. The major themes in the journal include global branding, internationalization, cross-cultural marketing, and international relationship marketing. An exploration of the factors affecting article citations reveals that article attributes such as the conceptual method, empirical method, article length, title length, article age, and number of keywords play significant roles in increasing the number of citations. Authors affiliated with nonacademic institutions also have a significant and positive influence on total citations. The article concludes with directions for further research.

Innovative marketing in the performing arts

Marketing in the cultural sphere has its own characteristics due to certain market requirements in this field of activity. It is distinguished by a special approach to traditional categories of marketing activities, thus defining the content of its functions. The key point of the management process in the cultural field is the study and evaluation of the marketing environment of a cultural institution. The marketing environment consists of macro and micro factors, which influence the activities of the institution. Research in the field of cultural marketing will be the concrete and realistic basis of future cultural projects. At the same time, the results of research will account for several political decision-makers. The use by cultural institutions of the whole complex of marketing technologies will not only improve the quality of services provided by a given institution in a certain market segment, but will also give the opportunity to move to a new stage of evolution of the whole market of sociocultural services, which corresponds to the requirements (needs) of consumers to a greater extent.

APPLICATION OF MARKETING TOOLS OF VIRTUAL AND AUGMENTED REALITY FOR MODIFICATION OF CONSUMER

The article forms the theoretical foundations of the use of marketing tools of virtual and augmented reality to modify consumer behavior. The mechanism of consumer buying behavior, which consists of five stages: awareness of the need, search for information about the product or service, evaluation of options, namely: comparative characteristics of goods, the final decision to purchase, based on all previous stages, feedback on a purchase, that is, the consumer determines his attitude to the purchase and the factors of influence, namely: psychological, personal, socio-cultural, marketing, situational. It is determined that the motives of the purpose and needs of the consumer are constantly changing. Two definitions are proposed: virtual reality (VR) is a computer-generated simulation of a three-dimensional image or environment with which an individual can truly interact using special electronic equipment, such as a helmet with a screen inside or gloves equipped with sensors, and augmented reality (AR) is a technology that superimposes a computer-generated image of a real-world image, thus providing an augmented view. The results of AR/VR involvement were analyzed on the example of «OKKO», «Gucci», «LOWE’S», «SK Telecom», «Burger King». Virtual (VR) and augmented (AR) realities have been proven to be of great importance and value to the brand that uses them, as evidenced by increased sales («OKKO», «Burger King»); awareness, PR publications, awards («LOWE’S», «Burger King»); audience enthusiasm through new channels («Gucci», «LOWE’S»); innovation among competitors («Gucci»); new experiences for users and emotional intimacy; the versatility of tools for online and offline events that are not affected by the pandemic. A pilot study was conducted, which interviewed 202 respondents aged 19 to 28, who were asked 7 questions about possible areas of application of AR/VR technologies. It is established that the implementation of virtual and augmented reality tools has significant potential, is a benchmark for rational marketing decisions, and helps to increase loyalty and increase consumer confidence.