Question

The lesson that SRC (Self-Reference Criterion) teaches can be summarized as?

1) a person's perception of market needs is framed by others cultural experience
2) perceptual blockage and distortion about cultures are hard to reduce
3) unbiased perception is a vital and critical skill in global marketing
4) unconscious reference to one's cultural values is critical in global marketing
5) prior success and ethnocentrism can override the SRC

Answer 1

The Self-Reference Criterion (SRC) teaches us that unbiased perception is vital in global marketing, while perceptual blockage and distortion, ethnocentrism.

Step-by-step explanation:

The Self-Reference Criterion (SRC) teaches us that unbiased perception is a vital and critical skill in global marketing. It emphasizes the importance of understanding and minimizing our own cultural biases when making business decisions in different cultural contexts.

For example, in global marketing, the SRC can lead to perceptual blockage and distortion, where marketers perceive market needs based on their own cultural experiences rather than the actual needs of the target market. This can result in ineffective marketing strategies and products that do not meet the needs of the target audience.

Prior success and ethnocentrism can also override the SRC, causing marketers to rely on their own cultural values and assumptions when entering new markets. This can lead to misunderstandings, cultural insensitivity, and ultimately, marketing failure.