Thirteen: Cross-Cultural Consumer Behavior: An International Perspective
Thirteen: Cross-Cultural Consumer Behavior: An International Perspective
Thirteen: Cross-Cultural Consumer Behavior: An International Perspective
THIRTEEN
Cross-Cultural
Consumer Behavior:
An International
Perspective
Learning Objectives
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If They Frequently Visit the United States
and Regularly Read American Upscale Magazines
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The Imperative to Be Multinational
• Global Trade
Agreements
– EU
– NAFTA
• Winning Emerging
Markets
• Acquiring Exposure to
Other Cultures
• Country-of-origin Effects
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The Best Global Brands - Table 13.1
1. Coca-Cola
2. IBM
3. Microsoft
4. GE
5. Nokia
6. Toyota
7. Intel
8. McDonald’s
9. Disney
10.Google
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Discussion Questions
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Country of Origin Effects:
Positive
• Many consumers may take into consideration
the country of origin of a product.
• Country-of-origin commonly:
– France = wine, fashion, perfume
– Italy = pasta, designer clothing, furniture, shoes,
and sports cars
– Japan = cameras and consumer electronics
– Germany = cars, tools, and machinery
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Country of Origin Effects:
Negative
• Some consumers have animosity toward a country
– People’s Republic of China has some animosity to Japan
– Jewish consumers avoid German products
– New Zealand and Australian consumers boycott French
products
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Why Do Most Global
Airlines Stress Pampering
Business Travelers in Their Ads?
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Upscale International Business
Travelers Share Much in Common.
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Other Country-of-Origin Effects
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Conceptual Model of COD and COM
Figure 13.2
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The effort to
determine to what
Cross-Cultural
extent the
Consumer
consumers of two
Analysis
or more nations are
similar or different.
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Cross-Cultural Consumer Analysis
Issues
• Similarities and • The greater the similarity
differences among between nations, the
people more feasible to use
• The growing global relatively similar
middle class marketing strategies
• The global teen market • Marketers often speak to
the same “types” of
• Acculturation
consumers globally
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Discussion Questions
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Comparisons of Chinese and American
Cultural Traits - Table 13.2
• Chinese Cultural Traits • American Cultural Traits
• Centered on Confucian • Individual centered
doctrine • Emphasis on self-
• Submissive to authority reliance
• Ancestor worship • Primary faith in
• Values a person’s duty rationalism
to family and state • Values individual
personality
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Cross-Cultural Consumer Analysis
Issues
• Similarities and • Growing in Asia, South
differences among America, and Eastern
people Europe
• The growing global • Marketers should focus
middle class on these markets
• The global teen market
• Acculturation
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Cross-Cultural Consumer Analysis
Issues
• Similarities and • There has been growth in an
differences among affluent global teenage and
people young adult market.
• They appear to have similar
• The growing global
interests, desires, and
middle class consumption behavior no
• The global teen market matter where they live.
• Acculturation
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Thirteen Slide 19
Cross-Cultural Consumer Analysis
Issues
• Similarities and • Marketers must learn
differences among everything that is
people relevant about the
• The growing global usage of their product
middle class and product categories
• The global teen market in foreign countries
• Acculturation
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Research Issues in Cross-Cultural Analysis
Table 13.8
FACTORS EXAMPLES
Differences in language and meaning Words or concepts may not mean the
same in two different countries.
Differences in market segmentation The income, social class, age, and sex of
opportunities target customers may differ dramatically
in two different countries.
Differences in the perceived benefits of Two nations may use or consume the
products and services same product in very different ways.
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Table 13.8 (continued)
FACTORS EXAMPLES
Differences in the criteria for evaluating The benefits sought from a service may
products and services differ from country to country.
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Alternative Multinational Strategies:
Global Versus Local
• Favoring a World Brand
• Are Global Brands Different?
• Multinational Reactions to Brand Extensions
• Adaptive Global Marketing
• Frameworks for Assessing Multinational
Strategies
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Products that are
manufactured,
packaged, and
World
positioned the same
Brands
way regardless of the
country in which they
are sold.
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Why Does One of the World’s Most Highly Regarded
Wristwatch Brands Use a Single Global Advertising
Strategy (Only Varying the Language)?
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They Speak to Them in Their Own Language to
Maximize their “Comfort Zone.”
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Cross-Border Diffusion of Popular Culture
Figure 13.6
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Are Global Brands Different?
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Multinational Reactions to
Brand Extensions
• A global brand does not always have success
with brand extensions
• Example Coke brand extension – Coke
popcorn
– Eastern culture saw fit and accepted the brand
extension
– Western culture did not see fit
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Adaptive Global Marketing
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Discussion Questions
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Framework for Assessing
Multinational Strategies
• Global
• Local
• Mixed
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A Framework for Alternative Global
Marketing Strategies - Table 13.10
COMMUNICATON
STRATEGY
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Cross-Cultural
Psychographic Segmentation
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Six Global Consumer Segments
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