cb. chapter 2. hawkins
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Consumer Behavior In The News
Can You Guess what Motives Underlie Mens
Clothing Purchases in Different Countries?
Europe
China
Japan
U.S.
How Might Fashion Retailers Respond?
Source: G. Deeny, The Men Who Spend it Like Beckham, Financial Times, February 23, 2008, p. 82-2
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Consumer Behavior In The News
Can You Guess what Motives Underlie Mens
Clothing Purchases in Different Countries?
Europelook and feel successful
Chinasocial harmony
Japanlook strong
U.S.reinvent themselves to seduce
How Might Fashion Retailers Respond?
Source: G. Deeny, The Men Who Spend it Like Beckham, Financial Times, February 23, 2008, p. 82-3
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Marketing Across Cultural Boundaries isa Difficult and Challenging Task
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Video Application
The following Video Clip demonstrateshow Oreo adapts globally to be the
number one cookie in the world.
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One-way influence from U.S. to other countries to
Mutual influence
Global citizens
Global dreamers
Antiglobals
Global agnostics
Globalization
Globalization changing from
Four major world citizens
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The Concept of Culture
Cultural valuesgiverise tonormsandassociatedsanctions,which in turn influenceconsumption patterns.
Cultures are not static.
They typically evolveand change slowly over
time.
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Other-Oriented Values
Environment-Oriented Values
Self-Oriented Values
Variations in Cultural Values
The numerous values that differ acrosscultures and affect consumption include:
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Variations in Cultural Values
Environment-Oriented Values
Cleanliness
Performance/Status
Tradition/Change
Risk taking/Security
Problem solving/Fatalistic
Nature
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Variations in Cultural Values
Tradition/Change
A focus on technology as an indicator of change illustrates
some dramatic differences across cultures that show thefollowing:
Environment-Oriented Values
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Cultural Variations in NonverbalCommunications
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Cultural Variations in NonverbalCommunications
Time
Time perspective
TimeInterpretations
The meaning of time varies
between cultures in two majorways:
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Cultural Variations in NonverbalCommunications
Overall use and meaningsassigned to space vary widely
among different cultures
Space
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Cultural Variations in NonverbalCommunications
Symbols
Colors, animals, shapes,
numbers, and music havevarying meanings across
cultures.
Failure to recognize the
meaning assigned to a symbolcan cause serious problems!
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Cultural Variations in NonverbalCommunications
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Cultural Variations in NonverbalCommunications
Relationships
How quickly and easily do cultures
form relationships and make friends?
Americans tend to form relationships
and friends quickly and easily.
Chinese relationships are much more
complex and characterized by guanxi.
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Cultural Variations in NonverbalCommunications
Agreements
How does a culture ensure
business obligations arehonored? How are
disagreements resolved?
Some cultures rely on a legal
system; others rely onrelationships, friendships, etc.
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Cultural Variations in NonverbalCommunications
Things
The cultural meaning of things leads
to purchase patterns that one would
not otherwise predict.
The differing meanings that cultures
attach to things, including products,
make gift-giving a particularly difficult
task.
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Cultural Variations in NonverbalCommunications
EtiquetteThe generally accepted ways of behaving in
social situations.
Behaviors considered rudeorobnoxiousin oneculture may be quite acceptablein another!
Normal voice tone, pitch, and speed of speech
differ between cultures and languages, as do the
use of gestures.
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Global Cultures
A Global Youth Culture?
Mass media and the Internet have
had an impact of uniformity among
teens around the world.
They tend to watch many of the
same shows, movies and videos,
listen to the same music, and dress
alike.
Technology is important factor but
U.S. youth and brands no longer lead
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Global Demographics
Demographicsdescribe a population in terms of its size,structure, and distribution.
Demographics are both a result and a
cause of cultural values.
For example, densely populated
societies, such as China, are likely to
have more of a collective orientation
than an individualistic one.
Disposable income is one aspect of
demographics--the rapid growth in
personal income in parts of China has led
to an overall market explosion!
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Cross-Cultural Marketing Strategy
Considerations in Approaching a Foreign Market
1. Homogeneous versus Heterogeneous with Respect toCulture?
2. What Needs Can the Product Fill in this Culture?
3. Can Enough People Afford the Product?
4. What Values are Relevant to the Purchase and Use of theProduct?
5. What are the Distribution, Political and Legal Structures for
the Product?
6. In What Ways Can We Communicate About the Product?
7. What are the Ethical Implications of Marketing This Productin This Country?