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

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