chapter 15-international consumer

7/25/2019 Chapter 15-International Consumer

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Chapter 15

The International ConsumerConsumer Behavior: A Framework

John C. Mowen

Michael S. Minor


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Key Concepts Cross-cultural

symbols

Values of Japanan the !.S.

"ac# translation

$i%erences in timeperception

&on'erbalbeha'ior

(thnocentricity ananimosity

"inational proucts The matchup

hypothesis

Stanari)e

*lobal mar#etin* +attern a'ertisin*


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Introuction &o matter how har man tries, it is

impossible for him to i'est himself of

his own culture, for it has penetrateto the roots of his ner'ous systeman etermines how he percei'es theworl+eople cannot act or interactat all in any meanin*ful way eceptthrou*h the meium of culture.

Hall and Hall (1987),Hidden Differences: Doing Business With the Japanese.

New York: Anchor Press/Doubleda, !. 188.


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Cross-Cultural !se of

Symbols Meanin* of symbols i%ers across

cultures.

Symbolic meanin* of non'erbalcommunication can also createproblems.

It is important to #now the implicitmeanin* of a symbol when a companybe*ins to mar#et its proucts or ser'icesinternationally.


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International "usinessCultural /actors

0an*ua*eValues +olitics

Technolo*y anMaterialCulture

Socialr*ani)ation

(ucation

2eli*ion


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The (ast 3sian Consumer 4ow the societies 'iew the ini'iual

4ow employees an customers are'iewe

Values in Japan are be*innin* to chan*ewith an increase esire for leisure time Karoshi eath by o'erwor#6 still an issue


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The 0atin 3merican

Consumer &3/T3 has

increase !.S.-

Meico trae. !.S. proucts

'iewe fa'orably.

Spanish lan*ua*e'ariationspossiblyimportant.


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The (ast (uropean Consumer 7estern proucts are in hu*e eman

Income is less than in western (urope,

but proucti'ity is risin* after politicalturmoil in the early 1889s.

Mar#etin* re:uires an unerstanin* ofthe i%erent cultures an businesspractices.


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The 7est (uropean

Consumer The (! contains

many nations,

cultures, anlan*ua*es

There is no

;(uroconsumerhana, Kenya, luc#y in

Inia an the C)ech 2epublic.

D is unluc#y in Japan, China. E, F, G soun *oo in 4on* Kon*.

;7earin* a *reen hat< refers to a

cuc#hole Chinese.


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/rienship In China H Japan frienship is a

substitute for a le*al system. 7e 'iew frienships as more isposable.

Guanxi (personal relationships and pull)are seen as critical.


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(ti:uette

4u**in* an #issin*More pre'alent in 0atin 3merica than

here@ less pre'alent in 3sia than here. (atin* habits Chinese slurp nooles@ some

(uropeans wont eat any foo withtheir ?n*ers.


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&on-'erbal "eha'ior 3ctions, mo'ements an utterances

that communicate.

In some 2ussian 'illa*es, boys ancewith chairs until a *irl inicates interest.So in 2ussia, It Ta#es ne to Tan*o.

Spacin* issues

Contet


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Country-of-Origin IssuesCountry-of-Origin Issues"i-national proucts

;assemble in usin* materials from L.

chapter 15-international consumer

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