international marketing research ,4-imr-ng
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The International Consumer
Consumer Behavior: A Framework
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Introduction No matter how hard man tries, it is
impossible for him to divest himself ofhis own culture, for it has penetrated tothe roots of his nervous system anddetermines how he perceives the
worldPeople cannot act or interact atall in any meaningful way exceptthrough the medium of culture.
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International Business Cultural
Factors
Language
Values
Politics
Technologyand MaterialCulture
SocialOrganization
Education
Religion
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Cross-Cultural Use of Symbols Meaning of symbols differs across cultures.
Symbolic meaning of nonverbal
communication can also create problems.
It is important to know the implicit meaningof a symbol when a company begins to
market its products or servicesinternationally.
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Symbols 7 is unlucky in Ghana, Kenya, lucky in India
and the Czech Republic.
4 is unlucky in Japan, China.
8, 3, 2 sound good in Hong Kong.
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Cross-Cultural Problem Areas Translation
National Languages
and Dialects
Time perception
Symbols
Friendship Etiquette
Nonverbal Behavior
Country-of-Origin
Issues Ethnocentricity
Animosity
Bi-national products
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Translation
Promotional messages must be accuratelytranslated. The method used to avoidmistakes is back translation. The process
involves translating the message back andforth by different translators. In this waydifferences in meaning can be identified.
B
ack translation may solve the translationissue, there is the question of whether thecontext is the same, even if the words aretranslated accurately.
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National Languages and
Dialects China, India, and Africa present the greatest
linguistic challenges to Westerners.
China is slowly moving towards a commonlanguage.
India has even more languages than does China.Coverage of India for marketers is lesscomplicated because the states have three official
languages: English, Hindi, and the predominantstate language. Advertisers place the same in adin newspapers in these three languages.
In Africa there are over 1,000 mutuallyunintelligible languages, making marketing a
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Time perception Time is precious for Americans : in many
other countries, time is much less important.
A study was performed on the accuracy ofbank clocks, the average walking speed ofpedestrians on a city street, and how long ittook postal clerks to sell a stamp in several
cultures: On all three measures, Japan had the most
accurate and fastest times.
United States and England were either second orthird on each.
Indonesia tended to have the most relaxed pace.9NAVNEET GERA
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Friendship In China & Japan friendship is a
substitute for a legal system.
We view friendships as more disposable.
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Etiquette Hugging and kissing
More prevalent in Latin America than here:
less prevalent in Asia than here. Eating habits
Chinese slurp noodles: some Europeans
wont eat any food with their fingers.
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Non-verbal Behavior Actions, movements and utterances that
communicate.
In some Russian villages, boys dance withchairs until a girl indicates interest. So in
Russia, It Takes One to Tango.
Spacing issues
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BODY LANGUAGE
Make him count 1,2,3,4,... : the Americanwill start with the little finger and end withthe thumb, the Frenchman just the opposite.
Make him walk : the American will move hisarms and take a lot of space, the Frenchman
will be much stiffer. in an elevator : the American will talk (the
French will try to avoid any eye contact) .
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CountryCountry--ofof--Origin IssuesOrigin Issues Bi-national products
assembled in X using materials from Y.
Made in Mexico by a Japanese company. Ethnocentrism
Assumption that own group is center of universe.
Match-Up Hypothesis
Animosity
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Ethnocentricity It is a common tendency for people to:
Interpret others from the perspective oftheir own group.
Reject those who are culturally dissimilar.
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Binational Products The current trend is manufacturing product
components in one country and assembling in
another, or designing in one andmanufacturing in another.
Firms should consider the effects of multiplenational origins on product quality
evaluations.
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Matchup Hypothesis Consumers have preferences for goods
that match their notion of the country
of origin. Indian tea is good, Russian vodka is good.
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Animosity Some people may prefer not to buy products
from a certain country. Chinese consumers have been found to hold
animosity towards Japanese products in general.
Older Mexican consumers are less likely to buyU.S. products than younger Mexicans.
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Adapting or Standardizing
Products and Services
Adapting products to the needs of localconsumers is closer to the marketing concept.
Standardizing products may result in savings
to the consumer.
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The EastAsian Consumer
How the societies view the individual
How employees and customers are viewed
Values in Japan are beginning to change withan increased desire for leisure time
Karoshi (death by overwork) still an issue
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The East European Consumer Western products are in huge demand
Income is less than in western Europe, but
productivity is rising after political turmoil inthe early 1990s.
Marketing requires an understanding of thedifferent cultures and business practices.
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Research in International
Marketing
To identify taste preferences, companies
must engage in marketing research acrosscultures.
Amain problem is how to standardizemeasures of consumption values.
Technical problems (e.g. the ability to do mailsurveys) are also important.
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Country vs. Segment TargetsCountry vs. Segment Targets
Two Approaches to
GlobalSegmentation:
Countries
Market Segments
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