Transcript Chapter 3 Market Segmentation

Chapter 14
Cross-Cultural Consumer
Behavior: An International
Perspective
Consumer Behavior,
Ninth Edition
Schiffman & Kanuk
Copyright 2007 by Prentice Hall
Chapter Outline
•
•
•
•
The Imperative to Be Multinational
Cross-Cultural Consumer Analysis
Alternative Multinational Strategies
Cross-Cultural Psychographic
Segmentation
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The Imperative to Be
Multinational
• Global Trade Agreements
– EU
– NAFTA
• Acquiring Exposure to Other Cultures
• Country-of-origin Effects
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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
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Most of these
brands offer
different Web
sites for each
country.
weblink
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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.
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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
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Swiss Watches
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More Swiss Watches
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Can’t Beat the Engineering
The “American” Twist
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This U.S.
Government
Web site helps
those who
want to buy
USA products.
weblink
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National Identity
Figure 14.2
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Cross-Cultural
Consumer
Analysis
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The effort to
determine to what
extent the
consumers of two
or more nations are
similar or different.
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Cross-Cultural Consumer
Analysis
Issues
• Similarities and
differences among
people
• The growing global
middle class
• The global teenage
market
• Acculturation
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• The greater the
similarity between
nations, the more
feasible to use
relatively similar
marketing strategies
• Marketers often speak
to the same “types” of
consumers globally
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Discussion Questions
• Are people becoming more similar?
• Why or why not?
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Table 14.2
Comparisons of Chinese and American
Cultural Traits
Chinese Cultural Traits
• Centered on
Confucian doctrine
• Submissive to
authority
• Ancestor worship
• Values a person’s
duty to family and
state
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American Cultural Traits
• Individual centered
• Emphasis on selfreliance
• Primary faith in
rationalism
• Values individual
personality
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Cross-Cultural Consumer
Analysis
Issues
• Similarities and
differences among
people
• The growing global
middle class
• The global teenage
market
• Acculturation
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• Growing in Asia,
South America, and
Eastern Europe
• Marketers should
focus on these
markets
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Cross-Cultural Consumer
Analysis
Issues
• Similarities and
differences among
people
• The growing global
middle class
• The global teenage
market
• Acculturation
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• There has been growth
in an affluent global
teenage and young adult
market
• They appear to have
similar interests,
desires, and
consumption behavior
no matter where they
live.
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The iPod has
global appeal
to the young
market.
weblink
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Cross-Cultural Consumer
Analysis
Issues
• Similarities and
differences among
people
• The growing global
middle class
• The global teenage
market
• Acculturation
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• Marketers must
learn everything that
is relevant about the
usage of their
product and product
categories in foreign
countries
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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
opportunities
The income, social class, age, and sex of
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
products and services
Two nations may use or consume the same
product in very different ways.
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Table 14.6 continued
FACTORS
EXAMPLES
Differences in the criteria for evaluating
products and services
The benefits sought from a service may
differ from country to country.
Differences in economic and social
conditions and family structure
The “style” of family decision making
may vary significantly from country to
country.
Differences in marketing research and
conditions
The types and quality of retail outlets and
direct-mail lists may vary greatly among
countries.
Differences in marketing research
possibilities
The availability of professional consumer
researchers may vary considerably from
country to country.
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World
Brands
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Products that are
manufactured,
packaged, and
positioned the same
way regardless of the
country in which they
are sold.
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Are Global Brands Different?
• According to a survey – yes.
• Global brands have:
– Quality signal
– Global myth
– Social responsibility
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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
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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
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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?
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Alternative Multinational Strategies:
Global Versus Local
• Framework for Assessing Multinational
Strategies
– Global
– Local
– Mixed
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Table 14.8 A Framework for Alternative
Global Marketing Strategies
PRODUCT
STRATEGY
COMMUNICATON
STRATEGY
STANDARDIZED
COMMUNICATIONS
LOCALIZED
COMMUNICATIONS
STANDARDIZED
PRODUCT
Global strategy:
Uniform Product/ Uniform
Message
Mixed Strategy:
Uniform Product/
Customized Message
LOCALIZED
PRODUCT
Mixed strategy:
Customized Product/
Uniform Message
Local Strategy:
Customized Product/
Customized Message
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Cross-Cultural Psychographic
Segmentation
The only ultimate truth possible is that
humans are both deeply the same and
obviously different.
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Table 14.10 Six Global Consumer
Segments
Strivers
23%
Devouts
22%
Altruists
18%
Intimates
15%
Fun Seekers
12%
Creatives
10%
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