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You will give the keynote address at the annual meeting of the American Manufacturing Association. You realize most of the attendees think marketing is just advertising. So, you decide to start your keynote address by defining what marketing is in order to set the proper context for your speech.
You define marketing as:
Vocabulary Change
The evolution or alteration of the words used by a language, group, or individual over time.
Communication Process
outlines the steps involved in the transfer and understanding of messages between two or more parties.
Ethnocentrism
The belief in the inherent superiority of one's own ethnic group or culture, often at the expense of other cultures or ethnicities.
Cross-Cultural Communication
The practice of recognizing and adapting to cultural differences to improve communication and understanding between people from different cultural backgrounds.
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