Cross-Cultural Consumer Behavior

CHAPTER 14

Cross-Cultural Consumer Behavior: An International Perspective

1. Key Concepts Elimination of trade barriers International expansion

 Will the elimination of trade barriers among the countries of the European Union change consumer behavior in these countries? How can U. S. companies take advantage of the economic opportunities emerging in Europe?

 With all the problems facing companies that go global, why are so many companies choosing to expand internationally? What are the advantages of expanding beyond the domestic market?

2. Key Concepts Cultures Cross-cultural consumer analysis Cultural research

 Are the cultures of the world becoming more similar or more different? Discuss.

 What is cross-cultural consumer analysis? How can a multinational company use cross-cultural research to design each factor in its marketing mix? Illustrate your answer with examples.

3. Key Concepts Global promotional strategies World brands

 What are the advantages and disadvantages of global promotional strategies?

 Should Head & Shoulders shampoo be sold worldwide with the same formulation? In the same package? With the same advertising theme? Explain your answers.

 If you wanted to name a new product that would be acceptable to consumers throughout the world, what cultural factors would you consider?

26  What factors might inhibit an attempt by Apple to position a new laptop computer as a world brand?

4. Key Concepts Cross-cultural research Cross-cultural psychographic segmentation

 An American company is introducing a line of canned soups in Poland. (a) How should the company use cross-cultural research? (b) Should the company use the same marketing mix it uses in the United States to target Polish consumers? (c) Which, if any, marketing mix components should be designed specifically for marketing canned soups in Poland? Explain your answers.

 Mercedes-Benz, a German car manufacturer, is using cross-cultural psychographic segmentation to develop marketing campaigns for a new two- seater sports car model directed at consumers in different countries. How should the company market the car in the United States? How should it market the car in Japan?

 What advice would you give to an American retailer who wants to sell women’s clothing in Japan?

 Interview a student from another culture about his or her use of (a) credit cards, (b) fast-food restaurants, (c) shampoo, and (d) sneakers. Compare your consumption behavior to that of the person you interviewed and discuss any similarities and differences you found.

5. Key Concepts Cross-cultural marketing mistakes

 Much has been written about the problems at Euro Disney, the Walt Disney Company’s theme park and resort complex, which opened in France in April 1992. These difficulties were largely attributed to Disney’s lack of understanding of European (particularly French) culture, and the company’s failure to modify its American theme park concept to fit the preferences and customs of European visitors. Discuss how the Walt Disney Company could have used input from cross-cultural analysis in better designing and operating Euro Disney, using a computerized literature search about Euro Disney from your school’s library.

 Select two of the marketing mistakes discussed in the text. Discuss how these mistakes could have been avoided if the companies involved had adequately researched some of the issues listed in Table 14-6.