0
Cross-cultural marketing is defined as "the effort to determine to what extent the consumers of two or more nations are similar or different. This will facilitate marketers to understand the psychological, social and cultural aspects of foreign consumers they wish to target, so as to design effective marketing strategies for each of the specific national markets involved."
A company can enter a foreign market as a
??Domestic exporter
??Foreign importer
??Foreign government-solicit the firm to sell abroad
The firm's objectives could be:
??To determine how consumers in two or more societies are Similar / different and devise suitable, appropriate strategies
??Devise individualized marketing strategy if cultural beliefs, values and customs of a specific country are different
Characteristic features of a firm going global:
1. High market share in the domestic market
2. Advantageous economies of scale
3. Access to marketing/manufacturing bases across global borders
4. Availability of resources and capability to absorb huge losses
5. Product/technology clout
6. Cost and differentiation advantages
Problems in Cross Cultural marketing
1. Problems related to product selection: The marketer going for cross cultural marketing has to select the customers/ market not on the basis of the superficial similarities of age or income, but by using the real motivating factors that prompt them to accept or reject products.
2. Problems related to promotion/marketing communication: e.g. Ariel in the Middle East and also Pepsi
3. Problems related to pricing: the marketer has to adjust his pricing policies according to the local economic conditions and customs.
4. Problems related to selection of distribution channels: in Japan, P & G
used this to sell soap
Cross-Cultural Consumer Analysis
To determine whether and how to enter a foreign market, we need to conduct some form of cross-cultural consumer analysis. Cross-cultural consumer analysis can be defined as the effort to determine to what extent the consumers of two or more nations are similar or different. Such analysis can provide marketers with an understanding of the psychological, social, and cultural characteristics of the foreign consumers they wish to target, so that they can design effective marketing strategies for the specific national
markets involved.
Similarities and differences among people
A major objective of cross-cultural consumer analysis is to determine how consumers in two or more societies are similar and how they are different.
- Fight for one's
beliefs/positions
- Individualistic
- Clear-cut
- Specific
- Display emotions in public
- Result oriented
- Make a short story long
- Verbal communication important
- Interested in what is spoken
What else can I help you with?
What is the centerpiece of the marketing environment analysis framework?
Consumers
What are the objectives of requirement analysis?
The objectives of requirement analysis are to determine what software is able to do. Another objective is make the software usable for consumers.
Why do marketers need information?
Marketer's gather data / information to use in determining their approach to their consumers. They also use it to determine what improvements should they need to implement on their product or services to ensure that consumers are satisfied and keeps coming back to them due to their products and services. Also, they use information for competitor analysis purposes, and market condition analysis. It includes current pricing, consumer-preferences, trending items or topics that they can attach to their products, and a lot more. These are all part of advertising their product and making sure that their product are of safety & quality for consumers.
Environmental factors that affect the process of marketing?
The marketing management process involves helping each business unit of the company reach its strategic objectives, in relation to creating value for target consumers while fulfilling company goals. Factors influencing the process are target consumers (central), marketing mix decisions, planning, implementation, analysis and control procedures, and micro- and macro-environmental forces.
Are penguins consumers?
Yes, penguins are secondary consumers because they consume the first order. Mainly eat fish which are primary consumers
Consumers use cost-benefit analysis in order to maximize what?
Consumers use cost-benefit analysis in order to maximize utility.
Consumers used cost- benefit analysis in order to maximize what?
Consumers use cost-benefit analysis in order to maximize utility.
What consumers use cost-benefit analysis in order to maximize?
Consumers use cost-benefit analysis in order to maximize utility.
What is the centerpiece of the marketing environment analysis framework?
Consumers
Consumers use cost benefit in order to maximize what?
Consumers use cost-benefit analysis in order to maximize utility.
What are the objectives of requirement analysis?
The objectives of requirement analysis are to determine what software is able to do. Another objective is make the software usable for consumers.
What is true about critical analysis of promotional claims?
It prevents consumers from purchasing unnecessary goods.
What did the 1992 Consumers Reports analysis of seafood determine?
A Consumer Reports analysis in early 1992 found that much of the seafood consumed by Americans was often of poor quality.
What has the author Brumfield written?
Brumfield. has written: 'Analysis of the influences on Swansea consumers purchases of own label grocery products'
Which term refers to predicting the mood behavior and buying habits of consumers?
The term that refers to predicting the mood, behavior, and buying habits of consumers is "consumer behavior analysis." This process involves studying various factors such as demographics, psychological influences, and social trends to understand how consumers make purchasing decisions. Marketers utilize this analysis to tailor their strategies and improve product offerings to meet consumer needs effectively.
Elements of the wheel of consumer analysis?
Affect- consumers feeling about stimuli and events.Cognition- interpretation, integration and retrieval of product knowledge.Behavior- (overt behavior) physical actions of consumers that can be directly observed and measured by othersEnvironment- everything external to the consumers that influences what they think, feel and do. (social and physical stimuli)
Describe the difference between how producers and consumers use cost-benefit analysis?
Producers do the same thing, though there are some important differences. For one thing, businesses consider benefits and costs just as a consumer does, but only the monetary costs and benefits are relevant to their calculations. Consumers often take into account non-monetary things when doing cost-benefit analysis.
