Week 10 Presenter 3 - cross cultural marketing

8/7/2019 Week 10 Presenter 3 - cross cultural marketing

1/11

Week 10 Presenter 3 - cross

cultural marketing

Eric chan

2121676


2/11

What is cross cultural consumer

analysis? The Effort to determine to what extent the

consumers of two or more nations are similar

or different

(Schiffman, et al., 2008)


3/11

Major objective of cross cultural

consumer analysis To determine how consumers in two or more

societies are similar and how they aredifferent from one another.

To provide marketers with an understandingof the psychological, social and culturalcharacteristics of the foreign consumers they

wish to target, so that an effective marketingstrategy can be design for the specific nationalmarket


4/11

In order to have a more visual understanding

of it, 2 videos are being put up for comparison

purposes.

http://www.youtube.com/watch?v=_WNDUG

BJ5pw

http://www.youtube.com/watch?v=vFJNPfpK2

Tk&translated=1


5/11

When and why should marketers undertake

cross cultural consumer analysis?

When major firms want to market their

products beyond their original homeland

borders and be a multinational

Firms learned that overseas markets represent

the single most important opportunity for

their future growth when their home markets

reach maturity


6/11

Top Ten Brands in 2010

1 Coca-Cola 70,452 ($m) 2 IBM 64,727 ($m)

3 Microsoft 60,895 ($m)

4 Google 43,557 ($m)

5 GE 42,808 ($m) 6 McDonald's 33,578 ($m)

7 Intel 32,015 ($m)

8 Nokia 29,495 ($m)

9 Disney 28,731 ($m)

10 Hewlett-Packard 26,867 ($m)


7/11

Cross cultural consumer analysis will influence marketing strategy of the

corporation as corporation tend to relate its marketing strategy close to the

cultural beliefs,values and customs of the specific target country.

For example, Mcds ad in Spore is closely related to Sporeanpeople being thrifty and time oriented which are typicaltraditional values of Asian.

http://www.youtube.com/watch?v=l_LJ_I4eHW8

For example, Mcds ad in USA is associated with the sportingculture of Americans, with basketball being one of the most

popular sports.

http://www.youtube.com/watch?v=A_KQhdQFWKs&feature=fvw


8/11

For example: it can be seen that cross cultural consumer analysis have a

huge influence on Mcds marketing strategy as Mcds do not serve pork

products in Islamic countries as signage as the ones below can be seen in

Mcds outlets in Islamic countries.


9/11

However, Mcds outlets in non-islamic countries do serve pork

meat products.


10/11

Multinational strategies: Global vs Local

Global strategy: Firms create world brand products

that are manufactured, packaged and positioned

exactly the same way regardless of the country in

which they are sold. (eg: Gillette)

Local strategy: Firms adopts a strategy that it tries to

localise its advertising message to consumers in each

of the cross cultural markets in which it operates (eg:

Macdonalds)


11/11

References

Hair, J. F. Jr., Lamb, C.W., McDaniel, C. (2008). Business & Economics.

Chengage Learning Inc.

Kotler, P.Brown, L., Adam, S., Burton, S. & Armstrong, G. (2007). Marketing

(7th ed.). Australia, Pearson Education

Schiffman, L., Bednall, D., O Cass, A., Paladino, A., Ward, S. & Kanuk, L.,(2008). Consumer Behaviour (4th ed.). Frenchs Forest, NSW: Pearson

Education Australia

Hoyer, W.D., & Macinnis, D.J. (2009). Consumer Behaviour (5th ed.). US:

Cengage Learning.

Documents

Week 10 Presenter 3 - cross cultural marketing