EGT Essay Example | Topics and Well Written Essays - 750 words

EGT - Essay Example Admittedly, the very first thing that is noticed about Chinese culture is the importance they give to relationships and connections. In other words, there is a term ‘Guanxi’ in Chinese that means ‘relationship’. Evidently, the Chinese give too much stress on having relationships based on trust and cooperation. In other words, for them, business promotion will not merely run on publicity but it will depend on developing trust and cooperation in China. Another sensitive area in business marketing in China is the personal pride. In this nation, humiliation; either private or public, has a seriously negative impact. However, in this nation, praising can do wonders even if done in moderation. It brings respect, loyalty and negotiations. Another important point is the use of ‘Keqi’, which means ‘courteous and refined behavior’. Generally, in China, exaggerated claims are often viewed with suspicion and disdain. On the other hand, modesty and humility always manage to win hearts easily, as they are recognized as the indications of truthfulness. One important point where contradiction can arise is the speed of negotiations. As Zhao (1991) points out, while Americans are known for their fast pace and the eagerness to get immediate result, Chinese believe in long term relationships and they generally dislike hurried transactions. Evidently, the American marketing strategy should aim first at developing trust and then at praising the Chinese culture in a way that does not arouse suspicion. Efforts to exaggerate the company’s credentials in the very beginning may not get the kind of response it can reasonably expect in the West. The second point of consideration is that the marketing and business negotiations should aim at the right person. Often, US marketing people engage in negotiations with people and finally realize that they were