Lección 3 La dinámica cultural en la evaluación de los mercados globales Cateora, Philip R.. Marketing internacional (12a. ed.). : McGraw-Hill Interamericana, . p 127 http://site.ebrary.com/id/10515248?ppg=127 Copyright © McGraw-Hill Interamericana. . All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable copyright law. Cateora, Philip R.. Marketing internacional (12a. ed.). : McGraw-Hill Interamericana, . p 128 http://site.ebrary.com/id/10515248?ppg=128 Copyright © McGraw-Hill Interamericana. . All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable copyright law. Cateora, Philip R.. Marketing internacional (12a. ed.). : McGraw-Hill Interamericana, . p 129 http://site.ebrary.com/id/10515248?ppg=129 Copyright © McGraw-Hill Interamericana. . All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable copyright law. Cateora, Philip R.. Marketing internacional (12a. ed.). : McGraw-Hill Interamericana, . p 130 http://site.ebrary.com/id/10515248?ppg=130 Copyright © McGraw-Hill Interamericana. . All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable copyright law. Cateora, Philip R.. Marketing internacional (12a. ed.). : McGraw-Hill Interamericana, . p 131 http://site.ebrary.com/id/10515248?ppg=131 Copyright © McGraw-Hill Interamericana. . All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable copyright law. Cateora, Philip R.. Marketing internacional (12a. ed.). : McGraw-Hill Interamericana, . p 132 http://site.ebrary.com/id/10515248?ppg=132 Copyright © McGraw-Hill Interamericana. . All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable copyright law. Cateora, Philip R.. Marketing internacional (12a. ed.). : McGraw-Hill Interamericana, . p 133 http://site.ebrary.com/id/10515248?ppg=133 Copyright © McGraw-Hill Interamericana. . All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable copyright law. Cateora, Philip R.. Marketing internacional (12a. ed.). : McGraw-Hill Interamericana, . p 134 http://site.ebrary.com/id/10515248?ppg=134 Copyright © McGraw-Hill Interamericana. . All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable copyright law. Cateora, Philip R.. Marketing internacional (12a. ed.). : McGraw-Hill Interamericana, . p 135 http://site.ebrary.com/id/10515248?ppg=135 Copyright © McGraw-Hill Interamericana. . All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable copyright law. Cateora, Philip R.. Marketing internacional (12a. ed.). : McGraw-Hill Interamericana, . p 136 http://site.ebrary.com/id/10515248?ppg=136 Copyright © McGraw-Hill Interamericana. . All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable copyright law. Cateora, Philip R.. Marketing internacional (12a. ed.). : McGraw-Hill Interamericana, . p 137 http://site.ebrary.com/id/10515248?ppg=137 Copyright © McGraw-Hill Interamericana. . All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable copyright law. Cateora, Philip R.. Marketing internacional (12a. ed.). : McGraw-Hill Interamericana, . p 138 http://site.ebrary.com/id/10515248?ppg=138 Copyright © McGraw-Hill Interamericana. . All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable copyright law. Cateora, Philip R.. Marketing internacional (12a. ed.). : McGraw-Hill Interamericana, . p 139 http://site.ebrary.com/id/10515248?ppg=139 Copyright © McGraw-Hill Interamericana. . All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable copyright law. Cateora, Philip R.. Marketing internacional (12a. ed.). : McGraw-Hill Interamericana, . p 140 http://site.ebrary.com/id/10515248?ppg=140 Copyright © McGraw-Hill Interamericana. . All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable copyright law. Cateora, Philip R.. Marketing internacional (12a. ed.). : McGraw-Hill Interamericana, . p 141 http://site.ebrary.com/id/10515248?ppg=141 Copyright © McGraw-Hill Interamericana. . All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable copyright law. Cateora, Philip R.. Marketing internacional (12a. ed.). : McGraw-Hill Interamericana, . p 142 http://site.ebrary.com/id/10515248?ppg=142 Copyright © McGraw-Hill Interamericana. . All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable copyright law. Cateora, Philip R.. Marketing internacional (12a. ed.). : McGraw-Hill Interamericana, . p 143 http://site.ebrary.com/id/10515248?ppg=143 Copyright © McGraw-Hill Interamericana. . All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable copyright law. Cateora, Philip R.. Marketing internacional (12a. ed.). : McGraw-Hill Interamericana, . p 144 http://site.ebrary.com/id/10515248?ppg=144 Copyright © McGraw-Hill Interamericana. . All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable copyright law. Cateora, Philip R.. Marketing internacional (12a. ed.). : McGraw-Hill Interamericana, . p 145 http://site.ebrary.com/id/10515248?ppg=145 Copyright © McGraw-Hill Interamericana. . All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable copyright law. Cateora, Philip R.. Marketing internacional (12a. ed.). : McGraw-Hill Interamericana, . p 146 http://site.ebrary.com/id/10515248?ppg=146 Copyright © McGraw-Hill Interamericana. . All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable copyright law. Cateora, Philip R.. Marketing internacional (12a. ed.). : McGraw-Hill Interamericana, . p 147 http://site.ebrary.com/id/10515248?ppg=147 Copyright © McGraw-Hill Interamericana. . All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable copyright law. Cateora, Philip R.. Marketing internacional (12a. ed.). : McGraw-Hill Interamericana, . p 148 http://site.ebrary.com/id/10515248?ppg=148 Copyright © McGraw-Hill Interamericana. . All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable copyright law. Cateora, Philip R.. Marketing internacional (12a. ed.). : McGraw-Hill Interamericana, . p 149 http://site.ebrary.com/id/10515248?ppg=149 Copyright © McGraw-Hill Interamericana. . All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable copyright law. Cateora, Philip R.. Marketing internacional (12a. ed.). : McGraw-Hill Interamericana, . p 150 http://site.ebrary.com/id/10515248?ppg=150 Copyright © McGraw-Hill Interamericana. . All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable copyright law. Cateora, Philip R.. Marketing internacional (12a. ed.). : McGraw-Hill Interamericana, . p 151 http://site.ebrary.com/id/10515248?ppg=151 Copyright © McGraw-Hill Interamericana. . All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable copyright law. Cateora, Philip R.. Marketing internacional (12a. ed.). : McGraw-Hill Interamericana, . p 152 http://site.ebrary.com/id/10515248?ppg=152 Copyright © McGraw-Hill Interamericana. . All rights reserved. May not be reproduced in any form without permission from the publisher, except fair uses permitted under U.S. or applicable copyright law. Preguntas 1. ¿Cuál es la importancia de la empatía cultural? 2. ¿Cuál es la definición de cultura? ¿De dónde proviene la cultura? 3. ¿Cuáles son algunos de los problemas causados por el idioma en el comercio internacional? 4. ¿Cómo afectan a la cultura las instituciones? Proporcione un ejemplo. 5. ¿Cómo haría un análisis cultural de un mercado? Señale los pasos y explique brevemente cada uno.