Chapter 13- Cross-Cultural Consumer Behavior – Flashcards
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Country-of-origin effects
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Any influence that country-of-manufacturer has on a consumer's positive or negative perception of a product. Consumers transfer knowledge of country to products in the absence of product knowledge.
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Global brands
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Products that are manufactured packaged, and positioned the same way regardless of the country in which they are sold
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Factors encouraging standardization
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Economies of scale in production, economies of product in R&D, economies in marketing, 'shrinking' of the world marketplace/economic integration, global competition
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Factors encouraging adaption
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Differing use conditions, govt and regulatory influences, differing consumer behavior patterns, local competition, true to the marketing concept
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Acculturation
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The process by which marketers learn-via cross-cultural analysis- about the values, beliefs, and customs of other cultures and then apply this knowledge to marketing products internationally
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Cross-cultural analysis
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Analysis that determines the extent to which the consumers of two or more nations are similar or different
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Global strategy
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uniform product/uniform message
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Hybrid strategy
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customized product/unified message OR uniform product/customized message
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Local strategy
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customized product/customized message
