CP chapter 13 cross-cultural consumer behaviour

CP chapter 13 cross-cultural consumer behaviour

1. Levels of culture

   • Supernational, national, group/subculture
     • subculture
       • Race, religion, geographical location, age, gender

2. Cultural iceberg

   • Behaviours and practices(visible)
     • Driven by attitude and core values (beliefs and ethics)

3. Culture continually evolves

   • Marketers can use culture in advertising to induce sense of familiarity with locals

4. Expressions of culture

   • Language- official language, local slangs, dialects
   • Symbols - represent of culture- verbal and non-verbal
   • Rituals

5. Global marketing strategies

   • Global - uniform product & message
   • Hybrid strategy - uniform product, customized message
   • Hybrid strategy- customized product , uniform message
   • Local strategy- customized product & message

6. Cross-cultural analysis (how similar are two or more nations

   • Economic & social condition
     • Language and meaning
       • Consumption patterns
   • Market segmentation opportunity
     • Perceived benefits of product

7. Localization vs stanrdization decisions

   • Product/service customization
     • Linguistic barriers - clever translation of marketing message to present misunderstanding in diff country
       • Promotional appeal-more appealed to agressive use of humour or mild
         • Collectist vs individualistic ad appeals
     • Legal barriers -diff law and regulation