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Full-Text Articles in Marketing
Maintenance Of Latvian Business Language, Culture, And Community Through Heritage Tourism And The Internet, Gundars Kaupins, Nina M. Ray, Andris Berzins
Maintenance Of Latvian Business Language, Culture, And Community Through Heritage Tourism And The Internet, Gundars Kaupins, Nina M. Ray, Andris Berzins
Nina M. Ray
No abstract provided.
Emphasizing Foreign Language Use To International Marketing Students: A Situational Exercise That Mimics Real-World Challenges, Tracy L. Melin, Nina M. Ray
Emphasizing Foreign Language Use To International Marketing Students: A Situational Exercise That Mimics Real-World Challenges, Tracy L. Melin, Nina M. Ray
Nina M. Ray
An international marketing exercise consists of students orally providing an introduction in a chosen foreign language of what they, as potential salespeople, might say to a client in that country. Students speak (not read) their prepared statements to the class and are leniently, yet constructively, evaluated on language use and pronunciation and marketing credibility. The objective is to emulate a real business situation and to show students the challenges of working with different languages and cultures in international marketing and the imperfections of direct translation. Results of a student survey showed that a majority of students believed the exercise to …
Basque Studies: Commerce, Heritage, And A Language Less Commonly Taught, But Whole-Heartedly Celebrated, Nina M. Ray, Nere Lete
Basque Studies: Commerce, Heritage, And A Language Less Commonly Taught, But Whole-Heartedly Celebrated, Nina M. Ray, Nere Lete
Nina M. Ray
No abstract provided.
Beyond Spanish For Business: Teaching Marketing Issues In The Spanish-Speaking World, Nina M. Ray
Beyond Spanish For Business: Teaching Marketing Issues In The Spanish-Speaking World, Nina M. Ray
Nina M. Ray
No abstract provided.
The Antecedents Of Export Marketing Performance: An Australian Perspective, Craig C. Julian, Aron O'Cass
The Antecedents Of Export Marketing Performance: An Australian Perspective, Craig C. Julian, Aron O'Cass
Dr Craig C Julian
This study considers a comprehensive set of potential determinants of export marketing performance and the unit of analysis is the individual product-market export venture. Data were gathered via a mail survey of firms exporting from Queensland, Australia. The firms comprising the sample came from a wide cross section of industries including agriculture, mining, light industries, metal-working, electronics, chemical and the services industries. The results support the contention that export marketing strategy, firm-specific characteristics and market characteristics were the significant determinants of export marketing performance.
Casino Customers In Asian Versus Western Gaming Jurisdictions: Implications For Western Casino Operators, Sudhir H. Kale, Mark Spence
Casino Customers In Asian Versus Western Gaming Jurisdictions: Implications For Western Casino Operators, Sudhir H. Kale, Mark Spence
Mark Spence
Purpose – Most of the growth in casino expansion for the foreseeable future will take place in Asia. Western casino operators appreciate the immense opportunities afforded by the Asian markets, but judging by their performance abroad some have not adapted in ways necessary to survive and prosper. The purpose of this paper is to expose key differences between Asian and Western gaming jurisdictions. In light of these differences, it is a serious mistake for Western casino executives to follow an ethnocentric approach when planning marketing activities and customer service initiatives for Asian customers. To rectify this situation, a framework is …