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Marketing 334
Consumer BehaviorChapter 2
Cross-Cultural Variations
From: Consumer Behavior, 10th edition by Hawkins, Mothersbaugh and Best
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Marketing Across Cultural Boundaries isa Difficult and Challenging Task
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The Concept of Culture
Culture is the complexwhole that includesknowledge, belief, art, law,morals, customs, and any
other capabilities andhabits acquired by humansas members of society.
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The Concept of Culture
Although pizza is eaten most everywhere,what is on the pizza can be quite different!
Pepperoni
Squid
Tuna & Corn
Black
Bean
Sauce
BBQ
ChickenEggs
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The Concept of Culture
Cultural values give rise tonorms and associated sanctions,which in turn influenceconsumption patterns.Cultures are not static. Theytypically evolve and changeslowly over time.
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Other-Oriented Values
Environment-Oriented ValuesSelf-Oriented Values
Variations in Cultural Values
The numerous values that differ acrosscultures and affect consumption include:
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Variations in Cultural Values
Other-Oriented Values
Individual/Collective
Youth/Age
Extended/Limited Family
Masculine/Feminine
Competitive/Cooperative
Diversity/Uniformity
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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
Self-Oriented Values
Active/Passive
Sensual gratification/Abstinence
Material/Nonmaterial
Hard work/Leisure
Postponed gratification/Immediate gratification
Religious/Secular
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Applications in Consumer Behavior
Ad for Calvin Kleinunderwear:OK in U.S. and France.
Not appropriate incultures that place a highvalue on abstinence.
Sensual Gratification/Abstinence
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Cultural Variations in NonverbalCommunications
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Cultural Variations in NonverbalCommunications
Time
Time perspective
Time Interpretations
The meaning of time varies betweencultures in two major ways:
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Cultural Variations in NonverbalCommunications
Overall use and meanings assigned tospace vary widely among differentcultures
Space
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Cultural Variations in NonverbalCommunications
SymbolsColors, animals, shapes, numbers, andmusic have varying meanings acrosscultures.Failure to recognize the meaningassigned to a symbol can cause seriousproblems!
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Cultural Variations in NonverbalCommunications
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Cultural Variations in NonverbalCommunications
RelationshipsHow quickly and easily do cultures formrelationships and make friends?
Americans tend to form relationshipsand friends quickly and easily.Chinese relationships are much morecomplex and characterized by guanxi.
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Cultural Variations in NonverbalCommunications
Agreements
How does a culture ensure
business obligations arehonored? How aredisagreements resolved?Some cultures rely on a legalsystem; others rely onrelationships, friendships, etc.
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Cultural Variations in NonverbalCommunications
ThingsThe cultural meaning of thingsleads to purchase patterns that
one would not otherwise predict.The differing meanings thatcultures attach to things, includingproducts, make gift-giving a
particularly difficult task.
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Cultural Variations in NonverbalCommunications
EtiquetteThe generally accepted ways of behaving insocial situations.
Behaviors considered rude or obnoxious in oneculture may be quite acceptable in another!Normal voice tone, pitch, and speed of speechdiffer between cultures and languages, as dothe use of gestures.
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Global Cultures
A Global Teenage Culture?
Mass media and the Internet have had an
impact of uniformity among teens around theworld.They tend to watch many of the same shows,see the same movies and videos, listen to thesame music, and they tend to dress alike.
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Global Demographics
Demographics describe a population in terms of its size, structure, anddistribution.
Demographics are both a result and acause of cultural values.
Disposable income is one aspect ofdemographics.
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Cross-Cultural Marketing Strategy
Considerations in Approaching a Foreign Market
1. Homogeneous versus Heterogeneous with Respect to Culture?
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 the
Product?
5. What are the Distribution, Political and Legal Structures forthe Product?
6. In What Ways Can We Communicate About the Product?
7. What are the Ethical Implications of Marketing This Productin This Country?