AN INQUIRY INTO JAPANESE MARKETING: WORKSHOP ON TEACHING JAPANESE MARKETING Developments In Business Simulation & Experiential Exercises, Volume 17, 1990 224 AN INQUIRY INTO JAPANESE MARKETING: WORKSHOP ON TEACHING JAPANESE MARKETING Monisha Das, Trenton State College ABSTRACT This workshop on teaching Japanese marketing covers a complete course module based on current research. Pedagogical tools included in the presentation are a problem solving slide program, an experiential exercise on a Japanese consumer, a student run video case on Kodak and Fuji and a bibliography on Japanese marketing. The discussion will focus on the basic marketing paradigm and four major international marketing debates in relation to Japanese marketing today. INTRODUCTION The international marketing course is taught in over 58% of Business Schools in the USA (AIB Survey 1986). While there is general agreement on the inclusion of the course in the curriculum, there is a lack of Consensus on the content areas to he included in the course. The customary approach has been to teach the course as applied US marketing. This ethnocentric preoccupation (Cavusgil and Nevin 1981) has hampered the development of alternative approaches to course content, pedagogy and research methodology (Schollhammer 1973). Another problem has been costs: the transactions costs and production costs of developing an area of study (Dunning 1989). A properly designed international marketing course can reduce both the ethnocentric preoccupation and the costs; by balancing European, Japanese and American marketing perspectives and issues. Another approach is to offer separate courses in each of these areas. The costs of the second approach would be higher. A focus on any single perspective may make the course eurocentric or ‘njpponcentric. While there is considerable familiarity with European marketing in the US. Japanese marketing has not been integrated into the international marketing course. Japanese culture and several US-Japan trade issues have appeared in a few recent textbooks in international marketing (Onkvisit and Shaw i989). The objective of this workshop is to bridge the present gap between teaching interest in Japanese marketing and lack of familiarity with the subject. MARKETING PARADIGM Is There a Japanese Marketing Concept? Prevailing marketing paradigms have been criticized for being passive stimulus - response models (Thomas and Soldow 1988) or dyadic models (Bagozzi 1978). There is general recognition that competitive responses may be incorporated, especially in international marketing. It can be shown that marketing operates within a framework of internal and external coalitions (Pfeffer and Salanick 1978). An adaptation of the marketing concept employed by the Japanese, focuses on resource procurement and deployment. The marketing concept is viewed as a stream of strategic resource-response actions (Mintzberg 1978). A simple diagrammatic presentation of the Japanese marketing concept follows. See figure i. US FOUNDATIONS The foundations of Japanese marketing were established in the USA, but have subsequently been transformed; that is japanized and internationalized around the world (Lazer, Murata, Kosaka 1986). There is substantial evidence to show that Japan’s transformational marketing model is a successful international marketing model. There are important lessons that American marketing can draw from a study of Japanese marketing in Japan and outside Japan (Kotler, Fahey, Jatusripitak 1986). . Japanese marketing may therefore like Japanese management he included in a business school curriculum. CURRENT DEBATES A review ol the current literature in international marketing shows that a study of Japanese marketing may contribute appropriate evidence to several current issues. Four representative issues of International marketing have been selected and fitted into the following classification scheme based on the Cavusgil and Nevin 1981 model. See Figure 2. The Issues were identified after a review of over 256 current articles, books, and press reports related to Japanese marketing. While keeping the key issues in Perspective, the discussion will proceed along the following lines: Developments In Business Simulation & Experiential Exercises, Volume 17, 1990 225 Section 1 - JAPANESE MARKETING IN JAPAN The Marketing Approach 1. Marketing Concept in Japanese Marketing: Historical development. 2. Strategic Assessment of Japanese Marketing: Strengths and weaknesses. 3. Marketing Barriers: Problems and opportunities. The Japanese Consumer; Marketing Appraisal. 4. changing demographics and lifestyles. 5. The Japanese housewife: an assessment. Japanese Marketing Practices 6. Comparative market selection practices. 7. Formulation of marketing strategy: growth and expansion. 8. Japanese Product strategies. 9. Japanese Price strategies. 10. Japanese Promotion strategies. 11. Japanese Distribution strategies. 12. Japanese Probe and Procurement strategies. Section 2 --JAPANESE MARKETING OUTSIDE JAPAN Japan: An Economic Audit 13. Japans Internationalized Industries. 14. International Resourcing strategy. 15. Managing political risk: Government/Marketing links. 16. US/Japan Trade Issues. Marketing Strategy: The International Headquarter Role 17. The changing Japanese marketing organization. 18. Appraisal of entry strategies. 19. What does the Japanese marketing manager do? Future Issues in Japanese Marketing 20. Future areas of research. 21. Pedagogical sources in Japanese marketing. CONSUMER BEHAVIOR SIMULATION Numerous models integrating various aspects of consumer information processing (Kahneman and Tversky 1979) and perceptual mapping have been developed (Hauser and Shujan 1980). Design issues in simulating Individual consumer behaviors are considered in the following sequence: a. Description of a Japanese consumer b. Model development c. Decision to shop d. Decision to purchase e. Decision to discuss the brand f. Product experience g. Computer simulation considerations COMPETITIVE CASE ANALYSIS A video case on Kodak and Fuji is presented based on a comparison of the marketing programs of the two companies in the US and Japanese markets for photo film. Several commercial video cases are used by business schools. Very few international marketing cases on video are available at this time. This case is an in-house noncommercial presentation by undergraduate marketing majors. Students were assigned to the teams (Kodak or Fuji). Information needs were identified. Decision options were based on the 1981 Kotler and Singh marketing warfare framework and Porter’s value chain model (1985). Such cases can be used in future classes as reference material or as model cases for analysis by international marketing instructors. CONCLUSION The workshop is not a photographic reproduction of Japanese marketing. It is an attempt to identify a theoretical framework in constructing a learning experience in international marketing. It addresses the need to focus on the enginery of international marketing while developing a descriptive representation of the processes of ideation, configuration, symbolization, valuation, facilitation, coordination and control. References (available upon request) For further information contact: Monisha Das Assistant Professor of Marketing School of Business Trenton State College Hillwood Lakes, CN 4700 Trenton, NJ 08650-4700 Table of Contents Volume 17, 1990 The Impact of Decision Support Systems on the Effectiveness of Small Group Decisions - Revisited The Relationship Between Financial Performance and Other Measures of Learning on a Simulation Exercise Use and Effectiveness of an Analogy-Based Expert System Suggestions for Computerized Business Authors Dealing with Power: An Experiential Exercise Using Movie and Personal Diary Analysis Techniques A Model for Developing Student Skills and Assessing Outcomes Through Outdoor Training Computer-Aided Exercises Versus Workbook Exercises as Learning Facilitator in the Principles of Marketing Course An Exposition of Guilford's Si Model as a Means of Diagnosing and Generating Pedagogical Strategies in Collegiate Business Education Formal Planning and Simulation Team Performance: A Cross Sectional Approach Cases: Real Organizations in Real Time in the Classroom An Empirical Investigation of the Internal Validity of Marketing Simulation Game An Empirical Evaluation of the Pedagogical Value of Playing a Simulation Game in a Principles of Marketing Course Factors Affecting Effective Teaching of Strategic Planning: Some Preliminary Evidence An Experiential Exercise for Learning About the Relationship Between Organizational Form & the Project Management Process Accounting Communication Skills can be Taught in the Auditing Course Modeling Cost Functions in Computerized Business Simulation: An Application of Duality Theory and Sheppard's Lemma A Life Cycle Analysis of Decision Making for a Strategic Management Team What's the Problem? A Dynamic Model for Teaching Problem Solving Skills Experientially International Currency Fluctuations: Money$im, A Simulation Superstores: A Specialized Retailing Simulation Within a Specialized Marketing Curriculum Factors Affecting Student Perceptions of Learning in a Business Policy Game VC + EL = VL The Name Game: An Experiential Exercise in Intergroup Relations The Effects of Experiential Accounting Work Experience on Student Performance in Intermediate Accounting Courses The Results of Using the Experiential Activity Group Performance Evaluation in a Business Policy Setting Using a Legal Database to Describe the Legal Environment of Marketing (and Business) Matching Environmental Uncertainty and Organizational Configuration An Instructional Computer Simulation of Tampering in QC Executive Evaluation of Student Learning in the Looking Glass Simulation Group Personality Composition and Total Enterprise Simulation Performance An Expert System for Selecting Analytical Techniques for Analyzing Marketing Research Data Effects of Cognitive Styles on Responses in an In-Basket Simulation A Psychometric Analysis of Kolb's Revised Learning Style-Inventory Selecting and Developing Experiential Exercises Using Movies Application of a Real-World Strategic Management Model in the Classroom Demand Equations which Include Product Attributes Consumption as the Objective in Computer-Scored Total Enterprise Simulations The Effects of Decision Format and Evaluation on Simulation Performance, Decision Time, and Team Cohesion The Effects of Computer Related Assignments on Student Performance in Business Administration The Money Game: A Dynamic Simulation Including Random Shocks for Money and Banking Courses Methods for Evaluating Performance on Business Simulations: A Survey The Effects of Synergogy on the Policy Course: Significant Improvements in Student Learning and Teacher Evaluation Conditions and Outcomes of Trust in a Two-Person Bargaining Exercise Bankgame Enhancing Computer Business Simulation with the Use of VGA Graphics An Experiential Approach to Entrepreneurship An Advanced Simulation Method (ASM) for Multiple Objective Problems The Influence of Experiential learning Techniques on Student Recognition of Non-Primary Learning Styles Negotiating Mergers and Acquisitions: A Cocktail Napkin Approach Identification of Unintended Effects in Experiential Laboratory Exercises An Experimental Comparison of Paper and Pencil and Computer Aided Decision Support Tools Porting a Simulation from the IBM World to the Macintosh World A Transaction Cost Analysis of Experiential Learning The Development of Experiential Exercises for Courses in Entrepreneurship and Small Business Management The Assessment Center as and Experiential Classroom Exercise Pricing Strategy Algorithms for Playing Business Simulations Organizational Structures for International Operations: An Experiential Activity Simulation Emphasis in the Business School Capstone Course An Integrated Approach to Computerizing the Business Curriculum Cross-Cultural Business Negotiations Exercise Organizational Socialization and Gender Differences in Students at Work Understanding Student Work Experience: A Content-Analytic Approach Introducing Executive MBA Programs with Management Games An Analysis of Improvement in Business Decision Outcome with Sequential Use of Two Simulation Games Teaching Business Policy Utilizing Mass Lecture and Individual Case Labs Potholes Along the Road to Evaluating Learning Outcomes: The Case of Outdoor Management Training Experiential Learning for Interior Design Students: Using CADD, Lotus 1-2-3, and Wordperfect Cognitive Learning Using a Computer-Based, Qualitative Interactive Business Simulation Sex Discrimination: Does the Woman get the Job or Does the Best Man Win? A Search for Visual Aids to Support Experiential Learning Through the 1990's An Experimental Analysis fo the Effectiveness of Student Role-Playing in Sales Training How to Have Students Learn from their Term Projects Self-Evaluation Exercise (SEE): An Assessment of Class Contribution A Study of the Influence of Team Formation on Attitudes and Performance in Management Games A Hardware Based CIM Simulation Laboratory Model Test Substance Abuse in Organizations Micro Computer Training Models Teaching Forecasting, Cash Budgeting and Inventory Model Building Using SBTools A Comparison of the Effects of Experiential Learning Activities and Traditional Lecture Classes An Adjunct Writing Instruction Assistant, The Computer; With an Illustration Classroom Software for ABC Analysis Utilizing Information Processing Technology to Enhance the Business Policy Simulation Experience Progressive Cases Realistic Job Previews Vs. Traditional Job Previews: Experiencing the Differences and Understanding the Consequences Investment Analysis Using the Pragmatic Multiplier Approach A Computer Simulation Interface for Competitive and Firm Analysis Self-Assessment of Ethical Decision Making Predispositions Preparing Managers for Overseas Assignments An Inquiry into Japanese Marketing: Workshop on Teaching Japanese Marketing The Performance Appraisal Feedback Interview: A Role Play for Human Resources Management Teaching Counselor Selling techniques Using Experiential Techniques to Teach International Topics International Management Simulation Gaming: Current Status and Future Developments A Realism Comparison of Simulation Technologies/Methodologies A Time-Efficient Game to Illustrate Concepts Taught in Management Courses and Management Development Programs Teaching the Management of Technology The Concept of Face and the Applicability of Experiential Exercises in an Oriental Culture's