This
event sponsored by:
|
Overcoming
Cultural Barriers to Global Marketing
Nancy
Hoft
Nancy Hoft Consulting
Recording
- US$249
|
 |
Overview:
Jean
Monnet, the founder of the European Community, once declared,
"If I were again facing the challenge to integrate Europe, I would
probably start with culture." Culture is the context in which
things happen. Whether you develop, market, sell or purchase products
for a global audience or interact with people from around the
world -- even if they work in the next cubicle -- you must address
the issues of culture to be effective. How and why do the needs
of people from one country differ from those in a different country?
How do you assess this? In this presentation we will examine definitions
of culture and consider how cultural differences are expressed.
We will then explore the use of tools called cultural models,
review the variables that define these models of culture, and
weigh their usefulness. We will also discuss how to develop a
customized model of culture for your particular context.
This
audio conference will cover:
- Defining
culture, cross-cultural communication, and context
- Understanding
the power and influence of culture
- Recognizing
and identifing cultural bias and its consequences
- Popular
models of culture from the U.S. and Europe
- Creating
a cultural model that makes sense
- Collecting
cultural data about your target market or audience
- Applying
cultural data to create localized products
About
the speaker:
Nancy
Hoft is a Regulatory Affairs professional specializing in US and
European submissions and translation of corporate documents. In
1991 she set up her own consulting practice, promoting effective
techniques for communicating with multilingual and multicultural
audiences. Nancy has won awards for both her writing and her website
designs. Her course content and teaching style continues to win
praise from students and workshop participants worldwide. Clients
and past seminar sponsors have included Ford Motor Company, Siemens
Medical Systems, Microsoft, Walmart, Disney, McDonald's, the University
of Washington, the University of California Extension, Eindhoven
University of Technology in The Netherlands, and the World Health
Organization in Switzerland. Nancy has a degree in English from
the University of Connecticut, with post-graduate studies at Northeastern
University, Michigan Technological University, the University
of South Florida and the Summer Institute for Intercultural Communication.
Who should
attend?
- Marketing
Managers
- Marketing
Communications Specialists
- Business
Development
- Senior
Management
- Writers
and Translators
- Product
Developers and Trainers
- Usability
Experts
- Project
Teams
- Customer
Support
Purchase
Options:
|
