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A Marketing Plan To Enter China - Essay Example

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A Marketing Plan To Enter China

The probability of Contradictions. Another important point is the use of ‘Keqi’, which means ‘courteous and refined behavior’. Generally, in China, exaggerated claims are often viewed with suspicion and disdain. On the other hand, modesty and humility always manage to win hearts easily, as they are recognized as the indications of truthfulness. The probability of ContradictionsOne important point where contradiction can arise is the speed of negotiations. As Zhao (1991) points out, while Americans are known for their fast pace and the eagerness to get an immediate result, Chinese believe in long-term relationships and they generally dislike hurried transactions. Evidently, the American marketing strategy should aim first at developing trust and then at praising the Chinese culture in a way that does not arouse suspicion. Efforts to exaggerate the company’s credentials in the very beginning may not get the kind of response it can reasonably expect in the West. The second point of consideration is that the marketing and business negotiations should aim at the right person. Often, US marketing people engage in negotiations with people and finally realize that they were addressing the wrong persons who have no authority to make decisions. One can see this influence of culture in writing contracts and agreements too. Normally, the contract is written in both English and Chinese. However, the manager should remember that if a legal dispute arises, later on, the Chinese
version gets more attention....
Efforts to exaggerate the company’s credentials in the very beginning may not get the kind of response it can reasonably expect in the West. The second point of consideration is that the marketing and business negotiations should aim at the right person. Often, US marketing people engage in negotiations with people and finally realize that they were addressing the wrong persons who have no authority to take decisions. One can see this influence of culture in writing contracts and agreements too. Normally, the contract is written in both English and Chinese. However, the manager should remember that if a legal dispute arises later on, the Chinese version gets more attention. Another important area of consideration is the poor possibility of e-commerce that is evident from the fact that before 1990, the use of credit for purchase was nearly zero though it reached more than 15% at present. Even if it improves, one cannot ignore the poor security internet enjoys in China. According to Wong and Maher (1997), another important point that deserves attention is that Chinese people often think about their own personal interest and might give preference to own family than to the firm. Admittedly, there is a bureaucratic government in China that results in poor decision-making. While Chinese organizations often resort to bribing to overcome this hurdle, the US organizations that try this may be frowned upon. A study by Ackennan and Tellis (2001) shows that Chinese shoppers have multiple senses while making purchase decisions, and are more price-conscious. However, there is something that is favorable at the end. In the opinion of Ackenan and Tellis (2001), in China, US brands are

Summary

The essay "A Marketing Plan To Enter China" deals with the possible cultural issues that deserve attention while preparing a marketing plan to enter China. Besides, China is one of the fastest growing economies in the world. However, it varies greatly from its Western counterparts…
Author : shieldsjamison
A Marketing Plan To Enter China essay example
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