chapter 14 cross-cultural consumer behavior: an international perspective mkt 348 – csun dr....
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Chapter 14
Cross-Cultural Consumer Behavior: An International
Perspective
MKT 348 – CSUN
Dr. Franck Vigneron
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The Imperative To Be Multinational
• Global Trade Agreements– EU– NAFTA
• Acquiring Exposure to Other Cultures
• Country-of-origin Effects
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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.
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Issues in Cross-Cultural Consumer Analysis
• Similarities and Differences Among People– Time Effects
• The Growing Global Middle Class• Acculturation
– Research Techniques
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AcculturationAcculturationThe learning of a new
“foreign” culture
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Alternative Multinational Strategies: Global Versus Local
• Favoring a “World Brand”• Adaptive Global Marketing• Framework for Assessing Multinational
Strategies– Global– Local– Mixed
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World World BrandsBrands
Products that are manufactured, packaged,
and positioned the same way regardless of the country in
which they are sold.
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Marketing Mistakes: A Failure to Understand Differences
• Product Problems• Promotional Problems• Pricing and Distribution Problems