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Folie 1

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The etic approach to cultures and its influence on marketing Pan ... Impact on marketing research Start of purchase decision on the basis of need ... – PowerPoint PPT presentation

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Title: Folie 1


1
  • The etic approach to cultures and its influence
    on marketing
  • Pan cultural approach
  • Comparing one culture with another
  • Search for variables and constructs common to
    all societies (David Luna, 2001)
  • on micro level these variables are feeling,
    thinking and acting of people
  • on macro level these variables are dimensions of
    cultures that are similar to others

Kazembi Zatjirua Alexander Fischer Matthias
Metzger Marc Oback Holger Ruban
2
  • Etic on a micro level (culture independed
    realities)
  • Hierarchy of Needs (Maslow, A.)
  • Motivation of purchase
  • low-level needs before high-level needs
  • ERG Theory (Alderfer, C.)
  • Existence, Relatedness, Growth
  • Levels of needs to be pursued simultaneously
  • Acquired-Needs Theory (McClelland, D.)
  • Individuals specific needs
  • Achievement, Affiliation, Power

Kazembi Zatjirua Alexander Fischer Matthias
Metzger Marc Oback Holger Ruban
3
  • Etic on a micro level (culture independed
    realities)
  • Impact on marketing research
  • Start of purchase decision on the basis of need
    perception
  • Multi-stage process for purchase decision
  • Process of different time
  • Understanding of the active and sensible actions
  • Individual research for each customers / group

Kazembi Zatjirua Alexander Fischer Matthias
Metzger Marc Oback Holger Ruban
4
  • Etic basis - Identifying of types and subgroups
    of societies
  • Understanding the global market
  • Reach ability, receptivity, stability,
  • measurability, sustainability and profitability
  • gt Market entry strategy
  • gt Segmentation
  • gt Product placement
  • To find clusters (cluster theory)
  • Place of industry
  • Education
  • Supply Chain

Marketing
Operations
Kazembi Zatjirua Alexander Fischer Matthias
Metzger Marc Oback Holger Ruban
5
Global market segmentation
  • Micro-level Bases
  • Lifestyles
  • Attitudes, Tastes and
  • Predispositions
  • Response to
  • marketing
  • Cultural Traits
  • Macro-level Bases
  • Economic
  • Technological
  • Geographic
  • Cultural
  • Demographic
  • Political
  • Industrial structure

Strategic brand positioning
Kazembi Zatjirua Alexander Fischer Matthias
Metzger Marc Oback Holger Ruban
6
  • Etic on a macro level
  • Hofstedes four dimensions of culture variation
    (1980, 1991)
  • individualism vs. collectivism
  • power distance
  • masculinity vs. femininity
  • uncertainty avoidance
  • Schwartzs framework (1990)
  • relations between individual and groups
  • assuring responsible behaviour
  • the role in humankind in the natural and social
    world
  • New concepts
  • Nigel Holden (2004) gt no B2B marketing,
    negotiations for e.g. Japan and Germany gt

Kazembi Zatjirua Alexander Fischer Matthias
Metzger Marc Oback Holger Ruban
7
  • Example for Hofstede

Kazembi Zatjirua Alexander Fischer Matthias
Metzger Marc Oback Holger Ruban
8
  • Conclusions and recommendations
  • Global segmentation should
  • include macro and Micro-level
  • Bases

Kazembi Zatjirua Alexander Fischer Matthias
Metzger Marc Oback Holger Ruban
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