Beruflich Dokumente
Kultur Dokumente
THIRTEEN
Cross-Cultural Consumer
Behavior: An
International Perspective
Learning Objectives
1. To Understand the Importance of Formulating an
Appropriate Multinational or Global Marketing
Strategy.
2. To Understand How to Study the Differences Among
Cultures While Developing Marketing Strategies.
3. To Understand How Consumer-Related Factors
Impact a Firm’s Decision to Select a Global, Local, or
Mixed Marketing Strategy.
4. To Understand How Lifestyle and Psychographic
Segmentation Can Be Used.
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If They Frequently Visit the United States
and Regularly Read American Upscale Magazines
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Who is the target for this product?
Global Generations of with pride in heritage!
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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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Cross-Cultural Influences
• Cross-cultural differences
– Do not always coincide with national
borders
– Not always clearly demarcated by
national borders
– Marketers must consider them when
developing marketing strategies for
foreign markets
• Consumption culture
• Self-concept
• Similar cross-cultural changes
• Materialism
– Possessiveness
– Envy
– Non-generosity
• Marketing implications
Cross-Cultural Marketing
• Cross-cultural marketing is international marketing on a personal
level. It means considering cultural differences when planning
marketing campaigns and media; realizing the need for a balance
between localization and globalization; and most importantly,
implementing strategies that respect differences while seeking to
unify brand messages
• Cross-cultural marketing is defined as “the effort to determine to
what extent the consumers of two or more nations are similar or
different. This will facilitate marketers to understand the
psychological, social and cultural aspects of foreign consumers
they wish to target, so as to design effective marketing strategies
for each of the specific national markets involved.”
Elements of Cross-Cultural Marketing
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Discussion Questions
• What challenges may Toyota have faced to get
their status as one of the top brands?
• What might they have done right in their
marketing strategy to achieve this status?
Consider the 4Ps.
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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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Upscale International Business
Travelers Share Much in Common.
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Other Country-of-Origin Effects
• Mexican study uncovered:
– Country-of-design (COD)
– Country-of-assembly (COA)
– Country-of-parts (COP)
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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 Analysis
TABLE 12.2
Cross-Cultural Consumer Analysis
Issues
Similarities and differences The greater the similarity
among people between nations, the more
feasible to use relatively
The growing global middle
similar marketing strategies
class
Marketers often speak to
The global teen market the same “types” of
Acculturation consumers globally (For e.g.
the ‘we’ & ‘I’ cultures
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Discussion Questions
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Similarities and Differences
TABLE 12.3
Consumer Styles
TABLE 12.4
TABLE 12.5
Cross-Cultural Consumer Analysis
Issues
Similarities and
differences among people
Growing in Asia, South
The growing global
America, and Eastern
middle class
Europe
The global teen market Marketers should focus
Acculturation on these markets
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Middle Class Growth
Issues
Similarities and There has been growth in
differences among people an affluent global teenage
and young adult market.
The growing global
They appear to have
middle class
similar interests, desires,
The global teen market and consumption behavior
Acculturation no matter where they live.
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Global Teen Market
TABLE 12.9
Issues
Similarities and The process by which
differences among marketers learn—via
people cross-cultural analysis—
The growing global about the values, beliefs,
middle class and customs of other
cultures and then apply
The global teen market this knowledge to
Acculturation marketing products
internationally
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Acculturation: Dual Learning Process
•Furnishings
e.g. I prefer to have home furnishings that are traditional in my country rather than furnishings that I think are
popular in many countries around the world.
•Food
e.g. I enjoy foods that I think are popular in many countries around the world more than my own country’s
traditional foods.
•Lifestyles
e.g. I prefer to have a lifestyle that is traditional in my own country rather than one that I think is similar to the
lifestyle of consumers in many countries around the world.
•Brands
e.g. I prefer to buy brands that I think are bought by consumers in many countries around the world rather than
local brands that are sold only in my country.
Measures of Cross-Cultural Aspects
•Independence •Masculinity
•Interdependence •Gender equality
•Power •Tradition
•Social inequality •Prudence
•Risk aversion •Ethnocentrism
•Ambiguity tolerance •Innovativeness
Consumer Research Difficulties
FACTORS EXAMPLES
Differences in culture Illegal to stop people on streets and
focus groups impractical in Saudi
Arabia
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Coke gets it wrong
The slogan “Chevy Runs Deep” did not translate well in some
languages. The company replaced it with the slogan “Find New
Roads” because the car represents different things to different
people, a theme that resonates with consumers around the world.
When General Motors introduced the Chevy Nova in South
America, it was apparently unaware that “no va” means “it won’t
go.” After the company figured out why it was not selling any of
these cars, it renamed the car in its Spanish markets as the Caribe.
American Motors tried to market its new car, the Matador, based
on the image of courage and strength. However, in Puerto Rico the
name means "killer" and was not popular on the hazardous roads
in the country.
Other Major MNCs Cultural Mistakes!
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Products that are
manufactured,
packaged, and
Global
positioned the same
Brands
way regardless of the
country in which they
are sold.
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Cross-Border Diffusion of Popular Culture
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Top Global Brands and Appeals
TABLE 12.7
Top Global Brands (cont.)
Brand Shares
TABLE 12.8
Are Global Brands Different?
•Characteristics
Quality Signal
Global Myth
Social Responsibility
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They Speak to Them in Their Own Language
to Maximize their “Comfort Zone.”
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Multinational Reactions to Brand Extensions
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Customization Examples
•McDonald’s
Japan: Donald McDonald vs. Ronald McDonald
Japan: Corn soup and green tea milkshakes
Sweden: Softer design and woodcut packaging
France: McBaguette
Philippines: Rice and spaghetti as side dishes
Global
Local
Mixed
COMMUNICATON
STRATEGY
Strivers Devouts
Altruists Intimates
Fun
Creatives
Seekers
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HOFSTEDE’S DIMENSIONS OF CULTURE
What works in one location may or may not work
somewhere else. The questions are,
How can I come to understand these cultural differences?"
Are we relegated to learning from our mistakes or are
there generalized guidelines to follow?
Fortunately, a psychologist named Dr Geert Hofstede
asked himself this question in the 1970s and …..
Result was an internationally standardized Model of
Cultural Dimensions
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Explanation & Illustration
THE FIFTH DIMENSION