The Unspoken

Since World War II, lacquer and the join States have gradually developed a more normal working relationship, including a business relationship. In late decades, this normalization has been attributable in significant p device to the willingness of the Nipp geniusse to open their borders truly for the first clipping in their history, "to whole step outside of their cultural confinement and finally relate, in somewhat way, to other people and other countries" (DeMente, 1993, p. 1). Boye Lafayette DeMente (1993) notes, "During the 1980s, almost half of the perfect population of lacquer traveled abroad" (p. 1). One of the results of this broad national exposure to other cultures has been a saucily Nipponese willingness to accept westbound approaches to doing business and a new Japanese hunger for American products.

However, the Japanese market remains a separate case for American marketers. Christalynn Brannen and Tracey Wilen (1993), in their handbook demo American businesswomen some of the pitfalls of working in a male-dominated society, caution, "Extrapolating from one's have culture to another is a big mistake" (p. 12). The overwhelmingly male bureaucracy within Japanese business is one important facet important to any understanding of the culture. A 1992 speculate by Business Week magazine renowned that only 3 percent of all professional positions in blue-chip compa

Marketing in any situation is a complex and difficult art which must be flexible enough to adjust to new situations and demands. An American marketer faced with the challenge of introducing products into a dramatically different culture must take care to study the new market, learn from mistakes, and engage assistance from those who are array of the target market.

Japan offers remarkable opportunities for those willing to take the time to understand this fascinating culture and the ways in which it differs from Western markets.

Brannen, C., & Wilen, T. (1993). Doing business with Japanese men: A woman's handbook. Berkeley: Stone Bridge.

The United States as a whole maximizes consumption and recreation, pursues instant gratification, extols the essence of the individual, and adheres to a belief in the glory of the free market. Japan as a whole opts to work, to save, to sublimate the self to the interests of the bigger group, to plan and to sacrifice for the long run, and to adhere to an economic organization based primarily on enhancing the size and power of intrench domestic interests (p. 3).

The four primary components of a successful trade mix, product, price, place, and promotion, are usually analyzed as distinct elements in Western marketing. Johansson and Nonaka (1996) write, "Given the lack of functional specialization in the Japanese corporation, such separation is not considered useful. A squiffy hierarchical relationship among the four P's makes it necessary to take the decisions in the correct order" (p. 104).

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