英语论文网

在国际商务当中制定有效市场政策的过程中，很多学者都越来越多的意识到，不管对于买者还是卖者，文化因素在最终批准某项市场政策当中都极为重要。更好的沟通能够让商业协商实现的更加轻松，国际市场销售更加需要注意国家文化。对该国文化的扭曲误解会引起顾客和商业关系的不满。尽管大多数情况下都会出现争论，文化因素对国际市场销售还是有相当大的影响，尤其是东西方交流。在上个十年当中，国际市场营销者成为了商业谈判者，因为他们不仅仅关照到了顾客满意度，同时也预测了竞争者的市场政策。

作为国际移民的影响，很多国家都有不同种族的人，由此带来了不同的语言、宗教和文化。因此，对于市场营销者来说有效沟通变得越发困难，不仅是特定人群的合适语言，也包括恰当的社会文化。据佩尔韦兹▪高里和克劳德，跨文化市场营销需要比较文化价值观，使得双方的价值观互相协调，寻求更好的市场政策解决方案。

Creating an effective Marketing policy for international approach, many scholars increasingly postulate that the cultural factor of both buyers and sellers pays a significant role in endorsing the marketing policy. Since the better communication enables the business negotiation to proceed effortlessly, the international marketing progressively needs more attention on national culture. The misunderstanding of the national culture would bring about the dissatisfaction to the customers and business relationships. Though disagreement happens in general case, the cultural factor accurately has a great deal influence on international marketing, especially when the east meets the west. During the last decade, the international marketers significantly become the business negotiator because they have to not only deal with the consumers’ satisfactions but also predicting the competitors’ marketing policy.

As the effect of immigrations across countries, there are many countries encounters various ethnics of people, which consequently bring different languages, religions and cultures. Thus, it becomes more and more difficult for marketers to effectively communicate not only the right language to particular people but also the proper cultures that embedded in a particular society. According to Pervez N. Ghauri and Jean-Claude Usunier (1996), the cross-cultural marketing needs research on comparing the cultural values, in order to adjust one’s value to the other and to negotiate to possible solution for the better marketing policy planning. Furthermore, Usunier (1996) sheds light on the meaning of “culture” as what is instinctively implanted in individuals’ behaviour, in which individuals eventually believe as proper actions for particular situation in particular society (99). Usunier (1996) also remarks that individuals’ cultures can be varied according to their group-related, for example a business man may act sophisticated at work but at home he may become an obedient son to his parents. These shifting behaviours of the business man reveals that he contributes to different cultures, therefore each of his actions is suitable for each culture and each particular environment. Hence, researching the cultures of the buyers and sellers among marketers can be complicated but worthwhile.

In researching the cultures of a country which influence the international marketing negotiations, Usunier (1996) suggests that the international marketers to focus on six significant components of culture, which are language and communication, institutional an本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。