Reference to one's own cultural values or self-reference criterion (SRC) can create a cultural myopia. It can consciously or unconsciously create considerable problems for marketing professionals
Using Walt Disney's decision to build a theme park in France, address the problem, following a systematic framework.
To address the problem and to eliminate or reduce cultural myopia, a systematic four-step framework is proposed as described below:
Step 1. Define the problem or goal in terms of home-country cultural traits, habits and norms. Disney executives believe there is virtually unlimited demand for American cultural exports all over the world. Disney has a track record in exporting its American management system as seen by the success of Tokyo Disneyland. However, Disney policies prohibit sale or consumption of alcohol inside its theme parks.
Step 2. Define the problem or goal in terms of host-country cultural traits, habits, and norms. Make no value judgments. Europeans in general and the French in particular are sensitive about American cultural imperialism. Consuming wine with the midday meal is a long-established custom in France. Many Disney characters are based on European folklore.
Step 3. Isolate the SRC influence and examine it carefully to see how it complicates the problem. The differences noted in earlier steps suggest strongly that the needs upon which the American and Japanese Disney theme parks were based did not exist in France
Step 4. Redefine the problem without the SRC influence and solve for the host-country market situation. A modification in design of the theme park that is in keeping with French and European cultural norms will solve the problem. Focus on French identity on the park.
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In terms of the changes in tasks performed by individuals involved in advertising, which statement below is true?
A) Account executives now control the channel of communication with advertising agencies. B) The role of the account planner has become more important. C) Advertising agencies have become the leader in developing integrated marketing communications. D) A new partnership among account executives, brand managers, account planners, and creatives has emerged.
Which of the following is NOT a primary reason for increased size and number of frauds?
a. The advent of computers b. Complex accounting systems c. Increased centralization of businesses d. The Internet
The balances for the accounts of Milo's Management Co. for the year ended December 31 are shown below. Each account shown had a normal balance. Accounts Payable…..$ 6,500?Wages Expense………36,000Accounts Receivable...7,000?Rent Expense………...6,000Cash…………………??Retained Earnings………...68,700Office Supplies.1,200???Building…………….125,000???Supplies Expense……21,500?Land………………….50,000Common Stock………..50,000?Unearned Management Fees4,000Management Revenue. 175,000?Dividends48,000Calculate the correct balance for Cash and prepare a trial balance.
What will be an ideal response?
Regardless of the product costing system used, when the products are completed, they are transferred from work in process inventory to finished goods inventory
Indicate whether the statement is true or false