1. Week11 PresentationThe China Syndrome: Cultural misunderstandings can lead to marketing failures.

2. The single most important error made by ScanCRM inis failure to appreciate Chinese business culture Ignoring the consultants advice 3. Alternative strategies and approaches Marketing Strategy: Is the goal of increasing sales with the objective of satisfying acompetitive advantage. Market Entry Strategy: Is way of distributing a companys goods and services to adifferent target market either overseas or at home. 4. Alternative strategies and approaches Analysis of market characteristics: For example - potential sales, risks, global vs.local brands, socio political issues, intensity of competition, technological andproduction skills required and other barriers to entry 5. Four Fundamentals of Chinese Business Culture Guanxi: can be defined in as connections and/or relationships. Face: the concept of interpersonal relationships in China. Foreignness: Foreignness refers to how little a company knows about Chinesebusiness culture. Hierarchy: a significant way of communicating and preserving networks orrelationships. 6. Is there a general attitude that a company could adoptto ensure that it respects these fundamentals? Both Australian and overseas Chinese business practise needs to be culturallysensitive. Need to be prepared to adjust to the partner's business culture. The adopted general attitude of a company should be respectful, flexible andfacilitating. A company with these traits would be attractive to work with. 7. Consider some of the other consumer behaviourfactors you have considered in this course. How mightthey also differ in other cultures? Consumer behaviour factors such as motivational factors, status concerns andconsumer attitudes differ in other cultures as each culture has a different type ofcurrent consumer behaviour. Motivational factors vary across cultures as the innate needs, acquired needs,generic goals and product specific goals as change depending on age, location andgender. 8. Consider some of the other consumer behaviourfactors you have considered in this course. How mightthey also differ in other cultures? Status concerns affect cultures in different ways as consumer behaviour will changebased on what products represent high social class. Consumer attitudes also differ in cultures. In Australia, the majority of people wantto buy local Australian products to support Australian businesses. In Chinese culture it is popular to buy overseas products. 9. Regional Differences in China Food: Chinas cuisines change as you travel to different parts of china. Climate: Humid in Southern China, Dry in Northern China. Wealth: GDP per capita in regions Rural population: Population of working/rural class people in regions. 10. Cultural Competency Report CEO of a skin care company looking to expand into China. Have to look at marketing tiers as well as different regional locations Compare with LOral China. 11. Thanks By Bryce Camino, Kali Brooks and Matthew DOrazio