Culture and Management

The firm's marketing team has never before created a marketing plan for potential clients outside of mainstream American culture. The firm now has been tasked with designing marketing plans for the firm's major products of cosmetics and women's clothing that will reach specific cultures your firm has targeted: Chinese, Phillipines, and Russian. Some team members are panicked, feeling they have no familiarity with the cultures to target clients there. Others believe it will be no different from marketing to mainstream American customers.

Discuss with the marketing team the elements that will need to be explored as potentially different from the marketing plans because of cultural and communication differences between these countries. Discuss approaches that would create the greatest, most acceptable appeal to the products in these countries or regions. The plans should focus on the Chinese, Philippines, and Russian populations internationally. Discuss how developing the plans will differ from development of a strictly domestic mainstream clientele.

Introduction: Why Americans and Russians working together in Moscow don't understand each other

Americans:

National History, motivation approaches, leadership, group dynamics, and communication

What do they think of the Russians?

Russians:

National History, motivation approaches, leadership, group dynamics, and communication

What do they think of the Americans?

What both cultures have in common?

What is your plan to reward individuals and teams?

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