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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?