Chapter 1 Introduction to Global Marketing

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VCR Understanding Foreign markets -Latin America
Questions

• Language Cultural background of Latin America
• 2. Business Culture of Latin America
• 3. If you were a marketing manager of McDonalds
  Latin America,
• a. Which management orientations would you
  choose? And why?
• b. Would you standardize or adapt your menu
  items? And Why?

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VCR Understanding Foreign markets -Latin America

• Language Primarily Spanish but Portuguese
  culture
• and language in _______.
• Cultural background
• -Influences of indigenous cultures and
  immigrants
• from ____________________________________.

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VCR Understanding Foreign markets -Latin America

• Language Primarily Spanish but Portuguese
  culture
• and language in Brazil.
• Cultural background
• -Influences of indigenous cultures and
  immigrants
• from Africa, Japan, Italy, Germany and East
  India

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VCR Understanding Foreign markets -Latin America
2. Business Culture
-Hierarchical in their structure, with decisions
made from the _______. -To avoid wasted time,
to talk directly with _____________is
important. -Make considerable effort in to
develop personal ____________, focus on gaining
respect and practice patience.
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VCR Understanding Foreign markets -Latin America
2. Business Culture
-Hierarchical in their structure, with decisions
made from the top down. -To avoid wasted time,
to talk directly with top management is
important. -Make considerable effort in to
develop personal relationship, focus on gaining
respect and practice patience.
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VCR Understanding Foreign markets -Latin America
2. Business Culture
-People in business are expected to dress
__________. And professionally and to be
polite -Old world manners are still the rule,
and an air of _________is expected.
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VCR Understanding Foreign markets -Latin America
2. Business Culture
-People in business are expected to dress
conservatively. And professionally and to be
polite -Old world manners are still the rule,
and an air of formality is expected.
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VCR Understanding Foreign markets -Latin America
3. (a) Regio-centric Latin America is
the relevant geographic unit to develop
regional strategy. We can see the
similarities and differences in Latin
America region (b) Adaptation in menu items
because of the different customs and
tastes of individuals but minimum level
of standardization in logo, color,
interior for global brand identity.