The importance of

cultural awareness for business people.

Presented by: Tran Thi Ly Ly

Global marketing presents a tremendous opportunity but is also a challenge

To succeed in markets, sales managers and sales teams need to understand how such factors as geography, culture, technology, and legal systems impact on business.

Sales people need to:oUnderstand how culture affects behavior and businessoUnderstand the key cultural dimensionsoRaise their awareness of their personal cultureoUnderstand how their cultural preferences can clash with others' behavior.oIdentify key skills and competencies for international sales successoBe aware of the major traps and how to avoid them.

In the global business environment it is important to understand the cultural forces that shape and affect the interactions between salespeople and customers

If a salesperson approaches a meeting with knowledge of the customer's cultural background, then their words, actions, and body language can all be adapted to enhance the likelihood of a positive reception and the development of a long-term profitable relationship with that customer.

Some specific mistakes

•Greet people and use your right hand when eating and drinking.•Do not use your left hand to hold, offer, or receive materials.•Do not cross your legs when sitting or show the soles of your feet.•The thumbs-up sign is rude.•Do not inquire about a man's wife or female relations

China. Never refuse to drink tea during business meetings, even if you are offered dozens of cups each day. Present materials in black and white because colors may have special meanings. Never eat or drink before your host.

France. The French normally do not meet until after 10:00 a.m

Germany. Do not address a business associate by their first name unless you are invited to do so. Do not chew gum while talking to somebody. Don't be late as it is considered an insult

Mexico. Do not send red or yellow flowers as a gift; these colors are associated with evil spirits and death.

When we see the mistakes others have made we may well laugh, but we are not amused if we are the ones with egg on our faces. It is essential to research the culture before you localize your product information.

Thank you for your watching !!!

References

Doing Business Internationally: The Guide to Cross-Cultural Success,Danielle Medina Walker, Thomas Walker and Joerg Schmitz, McGraw-Hill, 2002, ISBN 0-0713-7832-4

http://www.helium.com/items/958809-the-importance-of-understanding-cultural-differences-in-business