Essay regarding The Internet as a Marketing Tool

A COMPARISON CASE STUDY OF WORLDWIDE MARKETING AND

ETHNOCENTRISM: THE INTERNET LIKE A MARKETING TOOL AS WELL AS

EFFECT ON THE ETHNOCENTRIC COMMUNICATIONS PERCEIVED VIA US

COMPANIES MARKETING AROUND CULTURES.

A Thesis

posted to the Teachers of the

Graduate student School of Arts and Sciences

of Georgetown School

in partially fulfillment from the requirements to get the

amount of

Master of Arts

in Communication, Lifestyle and Technology

By

Adrienne Marie Tony adamowicz, B. S i9000.

Washington, POWER

June twenty, 2002

Copyright 2002 simply by Adrienne Jessica Tony

All Rights Arranged

ii

A COMPARATIVE CASE STUDY OF GLOBAL MARKETING AND

ETHNOCENTRISM: THE INTERNET AS A PROMOTION AND ITS

IMPACT ON THE ETHNOCENTRIC MESSAGES RECOGNIZED VIA ALL OF US

COMPANIES MARKETING ACROSS NATIONALITIES.

Adrienne Jessica Tony, B. S.

Advisors: Dorine C. Andrews, G. C. G.

Abbas Malek, Ph. G.

ABSTRACT

This thesis studies ethnocentrism in global promoting, focusing on the Internet as a global marketing medium. It requires whether or not the Net as a marketing tool aggravates or helps to breakdown the barriers of American culture ethnocentrism in cross-cultural marketing messages. The technique examines 3 U. S. based business websites marketing to Brazil to test the hypothesis that U. T. based companies promote American culture ethnocentrism across country and cultural boundaries the moment marketing throughout the Internet. This kind of thesis shows that Internet marketing allows for the same cross-cultural and ethnocentrism issues that are natural in classic marketing, and it seeks to establish a prototype version for developing culturally hypersensitive websites.

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I would like to consider this opportunity to acknowledge those whose reassurance and support were a key component in my completion of this thesis. First and foremost many thanks go to my professor and thesis consultant, Dorine Andrews, who regularly provided myself with excellent advice, read many drafts, and spent the time to completely critique and edit my work. Thanks to not allowing me settle for anything lower than my total potential, as well as for always forcing me to accomplish my best possible. Thanks also to Abbas Malek, my second audience, whose training course in Cross-Cultural Communication solidified my purpose to pursue this topic of examine. To each every person who provided so amply of their time and allowed me personally to study and interview them because subjects to get my case studies. You people are the substance of the thesis. Thank you!

To my personal amazing parents, family and friends with had to listen to all of my personal graduate college trials and tribulations for the past two years. Thank you for being right now there, for your countless backing, especially over the past six months, and for the various, many times you told me I possibly could do it. I enjoy you.

I dedicate this kind of thesis specifically to my personal uncle, Mike Tony, with out whom I might never have got the valor to begin this program in the first place. For those help and encouragement you selflessly gave me whenever I needed it, you may have my the majority of heartfelt honor.

Finally, to Matthew Porzio. Thank you for your unconditional support, for being my source of strength, for discussing me straight down from the ledge every night, pertaining to always pointing out the light by the end of the tunnel, and for a thousand other reasons also numerous to mention. We made it happen!

Adrienne Marie Tony

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TABLE OF CONTENTS

Intro

1

Phase 1:

Materials Review

4

Ethnocentrism

five

Ethnocentrism Dimension

10

U. S. Ethnocentrism

12

Global Marketing and Ethnocentrism

15

Global Marketing Pre-Internet

The Internet as being a Global Marketing Tool

Chapter 2:

Methodology

twenty-one

23

28

Testing the Hypothesis

twenty-eight

Research Process

29

Circumstance Studies

30

Measurement Size

31

Survey and Structure

33

Marketing Factors Analyzed in Interview Questions

thirty-five

Data Research

40

Tests Survey Concerns

42

Strategy Summary

43

v

Section 3:

Analysis Results

44...