chapter 14 cross-cultural consumer behavior: an international perspective mkt 348 – csun dr....

Chapter 14

Cross-Cultural Consumer Behavior: An International

Perspective

MKT 348 – CSUN

Dr. Franck Vigneron

The Imperative To Be Multinational

• Global Trade Agreements– EU– NAFTA

• Acquiring Exposure to Other Cultures

• Country-of-origin Effects

Cross-Cross-Cultural Cultural

Consumer Consumer AnalysisAnalysis

Research to determine the extent to which consumers of two or more nations are

similar in relation to specific consumption behavior.

Issues in Cross-Cultural Consumer Analysis

• Similarities and Differences Among People– Time Effects

• The Growing Global Middle Class• Acculturation

– Research Techniques

AcculturationAcculturationThe learning of a new

“foreign” culture

Alternative Multinational Strategies: Global Versus Local

• Favoring a “World Brand”• Adaptive Global Marketing• Framework for Assessing Multinational

Strategies– Global– Local– Mixed

World World BrandsBrands

Products that are manufactured, packaged,

and positioned the same way regardless of the country in

which they are sold.

Marketing Mistakes: A Failure to Understand Differences

• Product Problems• Promotional Problems• Pricing and Distribution Problems