Consumer Behavior Ninth Edition Schiffman and Kanuk

1. Chapter 14 Cross-Cultural Consumer Behavior: An International Perspective

5. Most of these brands offer different Web sites for each country. weblink

8. Swiss Watches

9. More Swiss Watches

10. Can’t Beat the Engineering The “American” Twist

11. This U.S. Government Web site helps those who want to buy USA products. weblink

12. National Identity Figure 14.2

13. Cross-Cultural Consumer Analysis The effort to determine to what extent the consumers of two or more nations are similar or different.

19. The iPod has global appeal to the young market. weblink

21. Table 14.6 Basic Research Issues in Cross-Cultural Analysis FACTORS Differences in language and meaning Differences in market segmentation opportunities Differences in consumption patterns Differences in the perceived benefits of products and services EXAMPLES Words or concepts may not mean the same in two different countries. The income, social class, age, and sex of target customers may differ dramatically in two different countries. Two countries may differ substantially in the level of consumption or use of products or services. Two nations may use or consume the same product in very different ways.

22. Table 14.6 continued FACTORS Differences in the criteria for evaluating products and services Differences in economic and social conditions and family structure Differences in marketing research and conditions Differences in marketing research possibilities EXAMPLES The benefits sought from a service may differ from country to country. The “style” of family decision making may vary significantly from country to country. The types and quality of retail outlets and direct-mail lists may vary greatly among countries. The availability of professional consumer researchers may vary considerably from country to country.

23. World Brands Products that are manufactured, packaged, and positioned the same way regardless of the country in which they are sold.

29. 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

31. Table 14.10 Six Global Consumer Segments Strivers 23% Altruists 18% Devouts 22% Fun Seekers 12% Creatives 10% Intimates 15%