Chapter 15 The International Consumer

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Chapter 15The International Consumer

• Consumer Behavior A FrameworkJohn C.
  MowenMichael S. Minor

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Key Concepts

• Cross-cultural symbols
• Values of Japan and the U.S.
• Back translation
• Differences in time perception
• Nonverbal behavior

• Ethnocentricity and animosity
• Binational products
• The matchup hypothesis
• Standardized global marketing
• Pattern advertising

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Introduction

• No matter how hard man tries, it is impossible
  for him to divest himself of his own culture, for
  it has penetrated to the roots of his nervous
  system and determines how he perceives the
  worldPeople cannot act or interact at all in any
  meaningful way except through the medium of
  culture.

Hall and Hall (1987), Hidden Differences Doing
Business With the Japanese. New York Anchor
Press/Doubleday, p. 188.
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The East Asian Consumer

• Japan
• The individual
• Employees
• Customers
• Change in values

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The East Asian Consumer

• China
• Growing economy
• Large market
• Other expanding markets
• Vietnam
• North Korea

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The Latin American Consumer

• NAFTA
• U.S. products viewed favorably
• Hollywood movies
• Franchises
• Spanish language variations
• Abrazo

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The East European Consumer

• Large market
• Western products are in huge demand
• Income is less than in western Europe
• Marketing requires an understanding of the
  different cultures and business practices.

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The West European Consumer

• Relatively wealthy
• Culturally accessible
• The EU contains many nations, cultures, and
  languages

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The African Consumer

• Changing rapidly
• Often bilingual
• The culture and business climate is strongly
  influenced by Europe
• American products are highly regarded but only
  the well-to-do can afford them.

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Cross-Cultural Problem Areas

• Translation
• National Languages and Dialects
• Time perception
• Symbols
• Friendship
• Etiquette
• Nonverbal Behavior
• Country-of-Origin Issues

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Translation

• Back translation
• Context

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National Languages and Dialects

• China
• India
• Africa

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Time perception

• Time is precious for Americans in many other
  countries, time is much less important.
• Japan
• United States and England
• Indonesia

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Symbols
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Friendship

• In China Japan friendship is a substitute for a
  legal system.
• We view friendships as less committed.

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Etiquette

• Hugging and kissing
• Eating habits
• Exchanging business cards

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Non-verbal Behavior

• Actions, movements, and utterances (other than
  words) that communicate.
• Spacing issues
• Context

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Country-of-Origin Issues

• Bi-national products
• Ethnocentrism
• Match-Up Hypothesis
• Animosity

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Adapting or Standardizing Products and Services

• Adapting products to the needs of local consumers
  is closer to the marketing concept.
• Standardizing products may result in savings to
  the consumer.
• Younger and wealthier consumers tend to want the
  same things.
• Pattern Advertising

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Country vs. Segment Target Markets
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Managerial Implications

• Positioning
• Environment
• Research
• Marketing Mix
• Segmentation