国际营销019

19-2
What Should You Learn?
• How differences in values and thinking processes affect international negotiations • The important factors in selecting a negotiation team • How to prepare for international negotiations • Managing all aspects of the negotiation process • The important of follow-up communications and procedures
19-3
Global Perspective A Japanese Aisatsu
• Face-to-face negotiations
– An omnipresent activity in international commerce
• Executives
– Must also negotiate with representatives of foreign governments
– Across regions, genders, and type of industry
• Age and experience also make important differences • Consider the culture of customers and business partners, but treat them as individuals
• Negotiation of the original agreement
– A crucial aspect of all international commercial relationships
• Taking cultural differences into account
– Enhances business agreements – Leads to long-term, profitable relationships across borders
19-15
Negotiation Teams
• Willingness to use team assistance • Listening skills • Influence at headquarters (senior executive) • Gender should not be used as a selection criterion for international negotiation teams
19-10
Differences in Language and Nonverbal Behaviors
• Spain • France • Brazil • Mexico • French-speaking Canada • English-speaking Canada • United States
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The Pervasive Impact of Culture on Negotiation Behavior
• Regional generalizations very often are not correct • Cultural differences cause four kinds of problems in international business negotiations
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The Dangers of Stereotypes
• Negotiations
– Are conducted between people, not national stereotypes
• Cultural factors often make huge differences • Negotiation behaviors are different
19-7
Verbal Negotiation Tactics
(The “What” of Communications)
Exhibit 19.1
19-8
Linguistic Aspect of Language and Nonverbal Behavior (“How” Things are Said)
19-18
At the Negotiation Table
• Business negotiations proceed through four stages
1. 2. 3. 4. Nontask sounding Task-related exchange of information Persuasion Concessions and agreement
Exhibit 19.2
19-9
Differences in Language and Nonverbal Behaviors
• Japan • Korea • China (northern) • Taiwan • Russia • Israel • Germany • United Kingdom
19-19
Nontask Sounding
• Learn the mood of the other side • Learn about the client’s background and interest for cues about appropriate communication styles • Judgments about the “kind” of person in the negotiation
International Marketing
14th Edition P h i l i p R. C a t e o r a M a r y C. G i l l y John L. Graham
Negotiating with International Customers, Partners, and Regulators
Chapter 19
McGraw-Hill/Irwin International Marketing 14/e
Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.
What Should You Learn?
– – – – Language Nonverbal behaviors Values Thinking and decision-making processes
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Order is important
19-6
Differences in Language and Nonverbal Behaviors
19-11
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Differences in Values
• Objectivity
– “Separating people from the problem”
• Competitiveness and equality
– Japanese appear to be the best negotiators with the highest profits – Japanese appear to be more equitable with buyers
19-16
Negotiation Preliminaries
• Checklist for planning international negotiations
1. 2. 3. 4. 5. 6. Assessment of the situation and the people Facts to confirm during the negotiation Agenda Best alternative to a negotiated agreement (BATNA) Concession strategies Team assignments
• The problems associated with cultural stereotypes • How culture influences behaviors at the negotiation table • Common kinds of problems that crop up during international business negotiations • The similarities and differences in communication behaviors in several countries
19-17
Negotiation Preliminaries
• Aspects of the negotiation setting that should be pre-manipulated
1. Location 2. Physical arrangements 3. Number of parties 4. Number of participants 5. Audiences (news media, competitors, fellow vendors, etc.) 6. Communications channels 7. Time limits
Exhibit 19.3
19-13
Differences in Thinking and Decision-Making Processes
• Western approach – sequential • Eastern approach – holistic • Americans – business negotiation is a problem-solving activity • Japanese – a business negotiation is a time to develop a business relationship with the goal of long-term mutual benefit