Respond to the following discussion answers. Try to use a reference if possible.

 

1.PDI is a term I have not heard of. Culturematters.com states the following “Power Distance is the: “Level of acceptance of people, who have no power, of the unequal spread of power in their society“ (Smit, 2012). The article goes on to state the following in regards to PDI:

• Dependence; People are (relatively) dependant on the Power Holder. This could result in subordinates not taking own initiative, but rather wait for the boss to give instructions. There is also relatively little real empowerment.
• Hierarchy is just there; In other words, it is existential. It’s there, and that’s good and normal.
• Special treatment; Typically there are privileges for the people in power. Like the parking place in front of the office, etc.
• Gate keepers; Gate keepers are those people who keep the power holder away from the people who have no power. Often the Power Holder derives a certain level of status from not being approachable

 One concern would be customers and if they would believe any of the marketing. These customers would likely wait on what the government would say about the product. To help combat this it would be important to explain the benefits of the product being marketed that would benefit the country and its people. A second concern would be how to market to those customers in a way they would understand the benefits of a product. A look should be taken at other marketing campaigns to see what failed and what succeeded in those campaigns. This can help ensure prior mistakes are not made, which may help give. A third concern would be after spending revenue on licenses, research & development, advertising, opening sales offices, hiring and training sales staff the government could lead people and customers in that country to not buy a product. Years of hard work could be undone very quickly. Depending on the size of a company, that company may not be able to survive.  

 

 

2. Power-distance index (PDI) is a metric for the distribution of power and wealth between individuals in a business, culture or nation (Investopedia.com). PDI can be classified as high or low depending on hierarchy of authority. PDI is typically higher when a stronger hierarchy of authority exists in a country (Investopedia.com). Marketing agents generally have multiple concerns when they are venturing into a new market that has a high-power index. As an agent, my concerns therefore would be based on knowing how to customize my marketing approach to take customers attitudes into account.; how to adapt the business to meet the cultural impact of the country being invested in; being sensitive to masculinity and traditional roles. Marketing agents typically consider how a market with high masculinity differentiate between the roles of men and women (Investopedia.com). As such, I would evaluate the culture and make sure the marketing I oversee in this new global market, targets the correct gender for each product as defined by a culture.  The bottom line: customize my marketing techniques to fit the culture and people I am marketing to and considering the gap that exists between those in charge and those who are subordinates.