Chapter 14 Cross-Cultural Consumer Behavior: An International Perspective MKT 348 – CSUN Dr. Franck Vigneron

The Imperative To Be Multinational Global Trade Agreements –EU –NAFTA Acquiring Exposure to Other Cultures Country-of-origin Effects

Cross- Cultural Consumer Analysis Research to determine the extent to which consumers of two or more nations are similar in relation to specific consumption behavior.

Issues in Cross-Cultural Consumer Analysis Similarities and Differences Among People –Time Effects The Growing Global Middle Class Acculturation –Research Techniques

Acculturation The learning of a new “foreign” culture

Alternative Multinational Strategies: Global Versus Local Favoring a “World Brand” Adaptive Global Marketing Framework for Assessing Multinational Strategies –Global –Local –Mixed

WorldBrands Products that are manufactured, packaged, and positioned the same way regardless of the country in which they are sold.

Marketing Mistakes: A Failure to Understand Differences Product Problems Promotional Problems Pricing and Distribution Problems