Topic 11 - Culture and Cross-cultural Consumer Behaviour

Question 1

What is Culture?

Answer 1

Culture is a collective values, customs and norms of a particular society

Question 2

3 levels of Culture

Answer 2

Cross Culture (supernational): culture that affects multiple societies

Culture (national): core of national character of a country

Sub Culture (group): subdivisions of a country or society

Question 3

Using cultural elements in marketing promotion

Answer 3

Culture elements can be used in marketing promotions to enhance the connection with local audience through LSR

Language, symbols and Rituals

Question 4

Consumers today are more influenced by overseas culture due to

Answer 4

International travel and Media exposure

Together with globalisation and e-commerce, there are more opportunities for brand to market to overseas consumers

Question 5

Global Marketing strategies

Answer 5

Global strategy: standardised product and standardised promotion

Local strategy: Localised product and localised promotion

Hybrid strategy: both each

Question 6

Key considerations of Global Marketing strategies

Answer 6

1. product consideration
2. promotion - language consideration
3. promotion - promotional appeal consideration (humour and sexual appeal)
4. value of global brand (quality signal, social responsibility and global citizen)