Scribd Logo
Upload

Welcome to Scribd!

  • 165 views

    Consumer Behavior, Ninth Edition Schiffman & Kanuk

    Uploaded by

    Abdullah Al Muhit
    This document discusses cross-cultural consumer behavior from an international perspective. It provides information on global brands and their marketing strategies in different countries. Some key points discussed include the importance of understanding cultural differences between countries and adapting marketing strategies accordingly. Various frameworks and issues related to cross-cultural consumer analysis are presented, such as differences in consumption patterns, product benefits, and economic/social conditions across cultures.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd

    Consumer Behavior, Ninth Edition Schiffman & Kanuk

    Uploaded by

    Abdullah Al Muhit
    165 views30 pages
    This document discusses cross-cultural consumer behavior from an international perspective. It provides information on global brands and their marketing strategies in different countries. Some key points discussed include the importance of understanding cultural differences between countries and adapting marketing strategies accordingly. Various frameworks and issues related to cross-cultural consumer analysis are presented, such as differences in consumption patterns, product benefits, and economic/social conditions across cultures.

    Original Title

    mkt_344_13.pptx

    Copyright

    © © All Rights Reserved

    Available Formats

    PPTX, PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    This document discusses cross-cultural consumer behavior from an international perspective. It provides information on global brands and their marketing strategies in different countries. Some key points discussed include the importance of understanding cultural differences between countries and adapting marketing strategies accordingly. Various frameworks and issues related to cross-cultural consumer analysis are presented, such as differences in consumption patterns, product benefits, and economic/social conditions across cultures.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    165 views30 pages

    Consumer Behavior, Ninth Edition Schiffman & Kanuk

    Uploaded by

    Abdullah Al Muhit
    This document discusses cross-cultural consumer behavior from an international perspective. It provides information on global brands and their marketing strategies in different countries. Some key points discussed include the importance of understanding cultural differences between countries and adapting marketing strategies accordingly. Various frameworks and issues related to cross-cultural consumer analysis are presented, such as differences in consumption patterns, product benefits, and economic/social conditions across cultures.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 30

    Consumer Behavior,

    Ninth Edition
    Chapter 13
    Cross-Cultural Consumer Behavior: An
    Schiffman & Kanuk
    International Perspective
    MKT 344
    Lecturer: NNA
    The Imperative to Be Multinational

     Global Trade Agreements


     EU
     NAFTA
     Acquiring Exposure to Other Cultures
     Country-of-origin Effects
    Table 14.1 The World’s Most Valuable
    Brands
    1. Coca-Cola
    2. Microsoft
    3. IBM
    4. GE
    5. Intel
    6. Disney
    7. McDonald’s
    8. Nokia
    9. Toyota
    10. Marlboro
    Most of these
    brands offer
    different Web
    sites for each
    country.
    Discussion Questions

     What challenges may Toyota have faced to


    get this status?
     What might they have done right in their
    marketing strategy to achieve this status?
    Consider the 4Ps.
    Country of Origin Effects:
    Negative and Positive
     Many consumers may take into consideration the
    country of origin of a product.
     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
    Swiss Watches
    More Swiss Watches
    Can’t Beat the Engineering
    The “American” Twist
    This U.S.
    Government
    Web site helps
    those who want
    to buy USA
    products.
    National Identity
    Figure 14.2
    The effort to
    determine to what
    Cross-Cultural
    extent the
    Consumer
    consumers of two
    Analysis
    or more nations are
    similar or different.
    Cross-Cultural Consumer Analysis

    Issues
     Similarities and  The greater the similarity
    differences among between nations, the
    people more feasible to use
    relatively similar
    marketing strategies
     Marketers often speak to
    the same “types” of
    consumers globally
    Discussion Questions

     Are people becoming more similar?


     Why or why not?
    Table 14.2
    Comparisons of Chinese and American Cultural Traits

    Chinese Cultural Traits American Cultural Traits


     Centered on Confucian  Individual centered
    doctrine  Emphasis on self-
     Submissive to reliance
    authority  Primary faith in
     Ancestor worship rationalism
     Values a person’s duty  Values individual
    to family and state personality
    Cross-Cultural Consumer Analysis

    Issues
     The growing global  Growing in Asia, South
    middle class America, and Eastern
    Europe
     Marketers should focus
    on these markets
    Cross-Cultural Consumer Analysis

    Issues
     The global teenage  There has been growth in an
    market affluent global teenage and
    young adult market
     They appear to have similar
    interests, desires, and
    consumption behavior no
    matter where they live.
    The iPod has
    global appeal to
    the young
    market.
    Cross-Cultural Consumer Analysis

    Issues
     Acculturation  Marketers must learn
    everything that is
    relevant about the
    usage of their product
    and product categories
    in foreign countries
    Table 14.6 Basic Research Issues in Cross-
    Cultural Analysis

    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 consumption patterns Two countries may differ substantially in


    the level of consumption or use of
    products or services.

    Differences in the perceived benefits of Two nations may use or consume the same
    products and services product in very different ways.
    Table 14.6 continued

    FACTORS EXAMPLES
    Differences in the criteria for evaluating The benefits sought from a service may
    products and services differ from country to country.
    Differences in economic and social The “style” of family decision making
    conditions and family structure may vary significantly from country to
    country.

    Differences in marketing research and The types and quality of retail outlets and
    conditions direct-mail lists may vary greatly among
    countries.

    Differences in marketing research The availability of professional consumer


    possibilities researchers may vary considerably from
    country to country.
    Products that are
    manufactured,
    packaged, and
    World
    positioned the same
    Brands
    way regardless of the
    country in which they
    are sold.
    Are Global Brands Different?

     According to a survey – yes.


     Global brands have:
     Quality signal
     Global myth
     Social responsibility
    Multinational Reactions to Brand
    Extensions
     A global brand does not always have success
    with brand extentions
     Example Coke brand extension – Coke
    popcorn
     Eastern culture saw fit and accepted the brand
    extension
     Western culture did not see fit
    Adaptive Global Marketing
     Adaptation of advertising message to specific
    values of particular cultures
     McDonald’s uses localization
     Example Ronald McDonald is Donald McDonald in
    Japan
     Japanese menu includes corn soup and green tea
    milkshakes
     Often best to combine global and local
    marketing strategies
    Discussion Question

     If your university is considering a satellite


    business program in Korea
     How would they need to adapt the program?
     What would prompt these changes?
    Alternative Multinational Strategies:
    Global Versus Local

     Framework for Assessing Multinational


    Strategies
     Global
     Local
     Mixed
    Table 14.8 A Framework for Alternative
    Global Marketing Strategies

    PRODUCT COMMUNICATON
    STRATEGY STRATEGY

    STANDARDIZED LOCALIZED
    COMMUNICATIONS COMMUNICATIONS

    STANDARDIZED Global strategy: Mixed Strategy:


    PRODUCT Uniform Product/ Uniform Uniform Product/
    Message Customized Message

    LOCALIZED Mixed strategy: Local Strategy:


    PRODUCT Customized Product/ Customized Product/
    Uniform Message Customized Message
    Cross-Cultural Psychographic
    Segmentation

    The only ultimate truth possible is that humans


    are both deeply the same and obviously
    different.
    Table 14.10 Six Global Consumer
    Segments

    Strivers Devouts
    23% 22%

    Altruists Intimates
    18% 15%

    Fun Seekers Creatives


    12% 10%

    You might also like