Chapter 13 - Cross Cultural Cb Flashcards
What are global brands?
Global brands are brands that hold significant market share in their home country as well as other countries
What are some examples of global image
Apple – not about products; it is a kind of thinking, a set
of values, and human touch
• Disney – cast members help provide safe, courteous,
efficient experiences
• Coca-Cola – nostalgia and fun, freedom, refreshment
What some characteristics of global brands?
Quality signal - Consumers believe that the more people who purchase a brand, the higher the brand’s quality (which often results in a global brand being able to command a premium price). Consumers worldwide believe that global brands develop new products and breakthrough technologies at a faster pace than local brands.
Global myth - Consumers view global brands as a kind of “cultural ideal”; their purchase and use make consumers feel like citizens of the world, and give them an identity
Social responsibility (culture of many cultures, take social responsibility more seriously, need to be good corporate citizens)
What is cross cultural analysis?
A form of marketing research that examines the differences and similarities among consumers in different countries.
Ex. Two consumers in different cultures - what similarities and differences do they posses?
How do consumer styles vary between countries?
US - Information Seekers
UK - Brand Loyal
Germany - Price Sensitive
France - Brand Loyal+Price Sensitivity
What are some measures of cross-cultural aspects?
• Product quality judgments
• Willingness to buy products
• Ethnocentrism (willingness to buy foreign made products, highly ethnocentric means you don’t want to buy foreign products)
• Perceptions of consumption culture
• Acculturation
• Ethnic self-identification
• National self-identification
What are some examples of questions you could ask consumers to measure cross-cultural aspects?
Attitudes toward local and global products (Agree/Disagree)
• Entertainment e.g. I enjoy entertainment that I think is popular in many countries around the world more than traditional entertainment that is popular in my own country.
• Furnishings e.g. I prefer to have home furnishings that are traditional in my country rather than furnishings that I think are popular in many countries around the world.
• Food e.g. I enjoy foods that I think are popular in many countries around the world more than my own country’s traditional foods.
• Lifestyles e.g. I prefer to have a lifestyle that is traditional in my own country rather than one that I think is similar to the lifestyle of consumers in many countries around the
world.
• Brands e.g. I prefer to buy brands that I think are bought by consumers in many countries around the world rather than local brands that are sold only in my country.
What are some other measures of cross cultural aspects we could put on an agree/disagree scale?
• Independence • Interdependence • Power • Social inequality • Risk aversion • Ambiguity tolerance• Masculinity • Gender equality • Tradition • Prudence • Ethnocentrism • Innovativeness
Ex. Independent buyers must show someone using the product ont their own or provide more information about the product.
What is acculturation? Explain the dual learning process.
It’s learning a new culture
- Marketers learn everything relevant about the product/product category in the chosen market. (What is already available in that culture)
- Marketers must persuade/teach members of the chosen market to change traditional ways of doing things and adopt the new product. (Learning process, customers in new market to change their product/way they do something so that they will adopt the new item)
What are some consumer research difficulties?
Market researchers may need to do things differently in new countries, need to make decisions about adapting the product to present it in the same way. Does language or marketing strategy need to change?
Large, non family gatherings banned in some countries (surveys may not be allowed)
Limited information in some countries (not much is known about consumers, not same as your country)
Measurement scales (need to be changed/adapted for new market, can things be measured in the same ways? Can we ask same questions about social class/income)
What is a global marketing strategy?
Selling the same product using the same positioning and communication approach globally.
Approach to communication etc. All the same going into the new country
Explain the difference between global, hybrid, local strategies by communication and product?
Global strategy = standardized communication and standard product (Apple, Irving)
Hybrid strategy = 2 types - standardized communication but custom product or customized communication but standard product (Western Union - same product but new communication, coke - custom product but same communication)
Local strategy = customized communication and custom product (Fiat) (ex. McDonald’s adapts the product, less beef in India, different method)
What are some examples of customization?
• Oakley Sunglasses for Chinese people
• McDonald’s
– Japan: Corn soup and green tea milkshakes
– Sweden: Softer design and woodcut packaging
– France: McBaguette
– Philippines: Rice and spaghetti as side dishes
• Burger King black burgers in Japan
• Starbucks coffee in Europe
What are some examples of changes in promotional appeal in global markets?
• Humorous advertising: UK versus Greece (different countries have different sense of humour)
• Sexual appeals:
– Western country versus Muslim or Buddhist countries
– South Asian cultures versus the U.S.
• Collectivist versus individualistic ad appeals
• Comparative advertising (ex. Showing your paper towel and then a competitors, more acceptable in some countries than others)
– Self-construal ***
– Need for cognition (some areas need more information)
What are some reasons to pursue global markets?
• Multinational fever – attractive multinational markets,
products, or services
• Overseas markets offer future growth when home
markets mature (bigger, more sales)
• Consumers around the globe eager to try “foreign”
products
