schiffman14im 中山大学吴柏林教授 广告心理学清华大学出版社绝密资料.docx
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schiffman14im 中山大学吴柏林教授 广告心理学清华大学出版社绝密资料.docx
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schiffman14im中山大学吴柏林教授广告心理学清华大学出版社绝密资料
CHAPTER14
Cross-CulturalConsumerBehavior:
AnInternationalPerspective
LEARNINGOBJECTIVES
Afterstudyingthischapterstudentsshouldbeableto:
1.ExplainthereasonsforandimportanceofbecomingmultinationalfortheAmericancorporation.
2.Discusstheimportanceofcross-culturalconsumeranalysis.
3.Describetheprocessofacculturation.
4.Outlinealternativemultinationalstrategies.
5.Conductaninitialassessmentofthemultinationalstrategiesusedbycorporations.
6.Describecross-culturalpsychographicsegmentation.
7.Reviewthemajormarketingmistakesmadebymultinationalcorporations.
SUMMARY
Withsomuchdiversitypresentamongthemembersofjustonenation(asintheUnitedStates),itiseasytoappreciatethatnumerouslargerdifferencesmayexistbetweencitizensofdifferentnationshavingdifferentcultures,values,beliefs,andlanguages.Ifinternationalmarketersaretosatisfytheneedsofconsumersinpotentiallyverydistinctmarketseffectively,theymustunderstandtherelevantsimilaritiesanddifferencesthatexistbetweenthepeoplesofthecountriestheydecidetotarget.
Whenconsumersmakepurchasedecisions,theyseemtotakeintoconsiderationthecountriesoforiginofthebrandsthattheyareassessing.Consumersfrequentlyhavespecificattitudesorevenpreferencesforproductsmadeinparticularcountries.Thesecountryoforigineffectsinfluencehowconsumersratequality,andsometimes,whichbrandstheywillultimatelyselect.
Asincreasingnumbersofconsumersfromallovertheworldcomeincontactwiththematerialgoodsandlifestylesofpeoplelivinginothercountriesandasthenumberofmiddle-classconsumersgrowsindevelopingcountries,marketersareeagertolocatethesenewcustomersandtoofferthemtheirproducts.TherapidlyexpandingmiddleclassincountriesofAsia,SouthAmericanandEasternEuropepossessrelativelysubstantialbuyingpowerbecausetheirincomesarelargelydiscretionary(fornecessitieslikehousingandmedicalcareareoftenprovidedbythestate,atlittleornocost).
Forsomeinternationalmarketers,acculturationisadualprocess:
First,theymustlearneverythingthatisrelevanttotheproductandproductcategoryinthesocietyinwhichtheyplantomarket,thentheymustpersuadethemembersofthatsocietytobreakwiththeirtraditionalwaysofdoingthingstoadoptthenewproduct.Themoresimilaraforeigntargetmarketistoamarketer’shomemarket,theeasiertheprocessofacculturation.Conversely,themoredifferentaforeigntargetmarketis,themoredifficulttheprocessofacculturation.
Someoftheproblemsinvolvedincross-culturalanalysisincludedifferencesinlanguage,consumptionpatterns,needs,productusage,economicandsocialconditions,marketingconditions,andmarketresearchopportunities.Thereisanurgentneedformoresystematicandconceptualcross-culturalanalysesofthepsychological,social,andculturalcharacteristicsconcerningtheconsumptionhabitsofforeignconsumers.Suchanalyseswouldidentifyincreasedmarketingopportunitiesthatwouldbenefitbothinternationalmarketersandtheirtargetedconsumers.
CHAPTEROUTLINE
TheImperativeToBeMultinational
1.Todaytheissueisgenerallynotwhethertomarketabrandinothercountriesbutratherhowtodoit(e.g.,thesameproduct,thesame“global”advertisingcampaign,or“tailored”productsandlocalizedadsforeachcountry).
2.ThischallengehasbeengivenspecialmeaningbytheeffortsoftheEuropeanUnion(EU)toformingasinglemarket.
a)Itisunclearwhetherthisdiversemarketwillbetransformedintoasinglemarketofhomogeneous“Euroconsumers”withthesameorverysimilarwantsandneeds.
b)Manypeoplehopethattheintroductionofthe“euro”asacommoncurrencyamonganumberofEUmemberswillhelpshapeEuropeintoahuge,powerful,singlemarket.
3.TheNorthAmericanFreeTradeAgreement(NAFTA),whichcurrentlyconsistsoftheUnitedStates,Canada,andMexico,providesfree-marketaccessto400millionconsumers.
4.TheemergingAssociationofSoutheastAsianNations(ASEAN),consistingofIndonesia,Singapore,Thailand,thePhilippines,Malaysia,Brunei,andVietnam,isanotherimportanteconomicalliancethatoffersmarketersnewglobalmarkets.
a)ThemembersofthisgrouphaveformedtheASEANFreeTradeArea(AFTA)topromoteregionaltrade.
5.Manyfirmsaredevelopingstrategiestotakeadvantageoftheseandotheremergingeconomicopportunities.
6.Firmsaresellingtheirproductsworldwideforavarietyofreasons.
a)Overseasmarketsrepresentthesinglemostimportantopportunityforfuturegrowthashomemarketsreachmaturity.
b)Consumersallovertheworldareincreasinglyeagertotry“foreign”productsthatarepopularindifferentandfar-offplaces.
*****UseKeyTermsEuropeanUnionandNorthAmericanFreeTradeAgreementHere;
UseLearningObjective#1Here;UseDiscussionQuestion#1and#2Here;Use
Exercise#1Here;UseTable14-1Here*****
AcquiringExposuretoOtherCultures
1.Howconsumersinoneculturesecureexposuretothegoodsofotherpeoplelivinginotherculturesisanimportantpartofconsumerbehavior.
2.Aportionofconsumers’exposuretodifferentculturestendstocomeaboutthroughconsumers’owninitiatives—theirtravel,theirlivingandworkinginforeigncountries,oreventheirimmigrationtoadifferentcountry.
3.Consumersoftenobtaina“taste”ofdifferentculturesfromcontactwithforeignmovies,theater,artandartifact,and,mostcertainly,exposuretounfamiliaranddifferentproducts.
a)Withinthiscontext,internationalmarketingprovidesaformof“culturetransfer.”
*****UseLearningObjective#1Here;UseDiscussionQuestion#2Here;UseExercise#1
Here*****
Country-of-OriginEffects
1.Researchershaveshownthatconsumersusetheirknowledgeofwhereproductsaremadeintheevaluationoftheirpurchaseoptions.
2.Suchacountry-of-origineffectseemstocomeaboutbecauseconsumersareoftenawarethataparticularfirm-orbrand-nameisassociatedwithaparticularcountry.
3.Consumerstendtohaveanattitudeorevenapreferencewhenitcomestoaparticularproductbeingmadeinaparticularcountry.
a)Thisattitudemightbepositive,negative,orneutral.
b)Inaddition,someresearchevidenceshowsthatsomeconsumersmayrefrainfrompurchasingproductsfromparticularcountriesduetoanimosity.
*****UseLearningObjective#1Here;UseDiscussionQuestion#2Here;UseFigure14-1
Here*****
Cross-CulturalConsumerAnalysis
1.Cross-culturalconsumeranalysisisdefinedastheefforttodeterminetowhatextenttheconsumersoftwoormorenationsaresimilarordifferent.
a)Inabroadercontextitmightincludeacomparisonofsubculturalgroupswithinasinglecountry.
*****UseKeyTermcross-culturalconsumeranalysisHere;UseLearningObjective#2
Here;UseDiscussionQuestion#4Here*****
SimilaritiesandDifferencesAmongPeople
1.Amajorobjectiveofcross-culturalconsumeranalysisistodeterminehowconsumersintwoormoresocietiesaresimilarandhowtheyaredifferent.
2.Suchanunderstandingofthesimilaritiesanddifferencesthatexistbetweennationsiscriticaltothemultinationalmarketer,whomustdeviseappropriatestrategiestoreachconsumersinspecificforeignmarkets.
3.Thegreaterthesimilaritybetweennations,themorefeasibleitistouserelativelysimilarstrategiesineachnation.
a)Ontheotherhand,iftheculturalbeliefs,values,andcustomsofspecifictargetcountriesarefoundtodifferwidely,thenahighlyindividualizedmarketingstrategyisindicatedforeachcountry.
4.Afirm’ssuccessinmarketingaproductorserviceinanumberofforeigncountriesislikelytobeinfluencedbyhowsimilarthebeliefs,values,andcustomsarethatgoverntheuseoftheproductinthevariouscountries.
*****UseLearningObjective#2Here;UseDiscussionQuestion#3Here;UseFigure14-2
Here;UseTable14-2Here;UseExercise#2and#3Here*****
TimeEffects
1.Thepaceoflifediffersfromonenationtoanother.
a)Theaveragechildren’sbirthdaypartyintheUnitedStateslastsapproximatelytwohours.
b)Braziliansarewillingtowaitalittlemorethantwohoursforalatearrivertoshowupatabirthdayparty.
2.Howtimeisspentonthejobisalsoanissuethatvariesfromcountrytocountry.
a)IntheUnitedStates.,about80percentofworktimeisspentonthetask,andperhaps20percentisusedforsocialactivities.
b)ButincountrieslikeIndiaandNepal,thebalanceiscloserto50percentoneach;andinJapan,socialtime,suchashavingteawithpeersinthemiddleoftheday,isconsideredtobeapartofwork.
3.Researchonpaceoflifein31countries(basingoverallpaceonhowlongpedestrianstaketowalk60feet,theminutesittakesapostalclerktocompleteastamp-purchasetransaction,andtheaccuracyofpublicclocks)revealssubstantialcross-culturaldifferences.
a)Switzerlandhasthefastestpaceoflife;Mexicohastheslowestpaceoflife.
*****UseLearningObjective#2Here;UseDiscussionQuestion#3Here;UseTable14-3
Here*****
TheGrowingGlobalMiddleClass
1.Thegrowingmiddleclassindevelopingcountriesisaphenomenonthatisveryattractivetoglobalmarketers.
2.ThenewsmediahasgivenconsiderablecoveragetotheideathattherapidlyexpandingmiddleclassincountriesofAsia,SouthAmerica,andEasternEuropeisbasedontherealitythatalthoughpercapitaincomemaybelow,thereisneverthelessconsiderablebuyingpowerinacountrylikeChina,where$1,500ofincomeislargelydiscretionaryincome.
3.Althoughagrowingmiddlecl
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