Marketing From ThePerspective Of An Anthropologist

 

Dr. Charlie Urbanowicz /Professor Emeritus of Anthropology

California State University,Chico / Chico, California 95929-0400

email:  csurbanowicz@gmail.com or curbanowicz@csuchico.edu

 

20 September 2016

 

Prepared for presentation inTom Urbanowicz's MKTG 305 (Survey ofMarketing) at CSU, Chico. Printed from} http://www.csuchico.edu/~curban/Fall2016MKTG305.html

 

 

INTRODUCTION

 

"Marketers must be sensitiveto the cultural underpinnings of different societies if they are to initiateand consummate mutually beneficial exchange relationships with globalconsumers.  A necessary step inthis process is cross-cultural analysis[stress in original], whichinvolves the study of similarities and differences among consumers in two ormore nations or societies.  Athorough cross-cultural analysis involves an understanding of and anappreciation for the values, customs, symbols, and languages of othersocieties."  Roger A. Kerin etal., 2015, Marketing 12/e(McGraw-Hill Education), page 173.

 

ANTHROPOLOGY

 

"Travel is fatal toprejudice, bigotry and narrow-mindedness."  Samuel Langhorne Clemens, also known as Mark Twain(1835-1910), 1869, The Innocents Abroad.

 

CRUISING

 

"When the first jet aircraftmade many former passenger liners redundant, som wee scrapped, but others gavebirth to the modern cruise industry."  Douglas Ward, 2014, Cruising& Cruise Ships (Berlitz Publishing), Page 14.

 

FRENCH POLYNESIA

 

"I wish I could tell you about the South Pacific. Theway it actually was.  The endlessocean. The infinite specks of coral we call islands. Coconut palms noddinggracefully toward the ocean. Reefs upon which waves broke into spray, and innerlagoons lovely beyond description." James A. Michener (1907-1997), 1946, Talesof the South Pacific (Fawcett Crest Books), page 9.

 

CONCLUSIONS

 

"Getting a job [or acruise-lecturing assignment] is usually a lengthy process, and it is exactlythat--a process [italics in original] that involves careful planning,implementation, and evaluation." Roger A. Kerin et al., 2015,Marketing 12/e (McGraw-Hill Education), page 610.

 

SELECTED REFERENCES

 

"He [or she!] who would bring home the wealth of theIndies must carry the wealth of the Indies with him [or her].  So it is in travelling.  A man [or any individual] must carryknowledge with him [or her] if he [or she] would bring home knowledge." TheLife of Samuel Johnson (1709-1784), 1791, by James Boswell (1740-1795). 

 

Roger E. Axtell, 1991,Gestures:  The DO's and TABOOsof Body Language Around the World (NY:  John Wiley & Sons, Inc.)

 

Roger E. Axtell, 1993,DO's and TABOOS Around The World (NY:  John Wiley & Sons, Inc.).

 

Denise Angelo et al., 1998, Australian Phrasebook: Understanding Aussies & Their Culture (Lonely Planet).

 

Brian DavidBurns, 2008, CruiseConfidential:  A Hit BelowThe Waterline (Palo Alto:  Travelers' Tales).

 

Daniel Allen Butler, 2002, Warrior Queens: The Queen Mary and Queen Elizabeth in World War II (South Yorkshire, UK:  Stackpole Books).

Gordon Corrigan, 2006,Blood, Sweat and Arrogance and the myth of Churchill's War (GreatBritain:  Weidenfeld &Nicolson).

 

Lennie Copeland and Lewis Griggs, 1985, Going International:  How To Make Friends and Deal Effectively in the Global Marketplace(NY:  Random House).

 

Christopher A.Garin, 2005,  Devilson the Deep Blue Sea:  The Dreams, Schemes And Showdowns That BuiltAmerica's Cruise-Ship Empires (New York:  Viking).

 

Ross AKlein, 2002, CruiseShip Blues:  The Underside of the Cruise Industry (Gabriola Island, British Columbia, Canada:  NewSociety Publishers).

 

Roger A. Kerin et al., 2015,Marketing 12/e (McGraw-Hill Education),

 

Ross A.Klein, 2005, CruiseShip Squeeze:  The NewPirates of the Seven Seas (BritishColumbia:  New SocietyPublishers).

 

BrentMassey, 2006, Culture Shock!  A Survival Guide to Customs andEtiquette - Hawai'i (Tarrytown, NY:  Marshall Cavendish Corporation).

 

AnneMatthews, 2006, a dingo'sbreakfast:  a guide to Aussie lingo& Australia (Hachette Livre AustraliaPty Limited).

 

JohnO'Grady, 1965, Aussie English:  An explanation of the Australian Idiom (Sydney:  URESmith).

 

Francis Pike, 2015, Hirohito'sWar:  The Pacific War1941-1945 (London:  Bloomsbury).  VERY IMPORTANT NOTE:  This1,110 page volume does nothave anymaps, appendices, or a bibliography; all of these items, and more, are only available on the web at: http://www.francispike.org/.

 

MichaelPowell, 2005, Behave Yourself:  The Essential Guide to InternationalEtiquette (The Globe Pequot Press).

 

David H. Price, 2008,Anthropological Intelligence: The Deployment and Neglect of American Anthropology in the Second WorldWar (Duke University Press).

 

Ilsa Sharp, 1992, Culture Shock! A Survival Guide to Customs and Etiquette - Australia (Portland, Oregon:  Graphic Arts Center Publishing Company).

 

Terry Tan, 1999, CultureShock!  A Guide to Customs andEtiquette - Britain (Portland, Oregon:  Graphic Arts Center Publishing Company).

 

Charles F.Urbanowicz, 2014, http://www.csuchico.edu/~curbanowicz/DCRETIREMENTPAPER2014.html [Cruising Into Retirement As AnAnthropologist. For the 113th Annual Meeting of the American AnthropologicalAssociation, Washington, D.C., December3-7, 2014].

 

Charles F.Urbanowicz, 2015 

http://www.csuchico.edu/~curban/Amsterdam2015List.html [September-November References for the Amsterdam cruise} September 27, 2015 to November 4, Seattle to Hawai'iand then South Pacific, ending in Tahiti].

 

Charles F. Urbanowicz, 2016a, http://www.csuchico.edu/~curban/CertainSmithsonianCruise2016FactsBrochure.pdf.[Brochure: Some Selective InformationFor Smithsonian Journeys: French Polynesia (February 4-14, 2016).]

 

Charles F. Urbanowicz, 2016b, http://www.csuchico.edu/~curban/CertainSmithsonianCruise2016Facts.html.[Brochure references aswell as reading list and video links for Smithsonian Journeys: French Polynesia(February 4-14, 2016).]

 

Douglas Ward, 2015, Cruising& Cruise Ships (Berlitz Publishing).

 

Katherine Whitley, 2011,Camels to Caviar:  A TourManagers Exotic Adventures (Xlibris Corporation).

 

Robin W. Winks, 1996,Cloak & Gown:  Scholars InThe Secret War (Yale University Press).

 

"The gentle reader will never, never know what aconsummate ass he [or she] can become, until he [or she] goes abroad."Samuel Langhorne Clemens, also known as Mark Twain (1835-1910), 1869, TheInnocents Abroad.

 

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