Buyer Behavior Chapter 14 Cross-Cultural Comparisons

Japanese and American Traits JAPANESE CULTUREAMERICAN CULTURE Japanese LanguageEnglish Language Homogeneous SocietyDiverse Society Harmony Most ValuedFight for Beliefs, Position Group Most ImportantIndividualism Valued Ambiguity AcceptableClarity Sought General PerspectiveSpecificity Desirable Unspoken AgreementsWritten Facts, Agreements Unemotional in PublicEmotional in Public Process-OrientedResult-Oriented Pun-OrientedHumor-Oriented Make a Long Story ShortMake a Short Story Long Nonverbal ImportantVerbal Important Interest in SpeakerInterest in Message

Silent Languages Time Space Possessions Friendship Agreement

Silent Language of Time Structure Patience Continuity Daily Schedule Annual Calendar

Silent Language of Space Personal Space Interior Space Exterior Space Distance Arrangement Travel

Silent Language of Possessions Quantity Size Ostentation Worth Sharing Permanence

Silent Language of Friendship Number Obligation Fraternity Gender Duration Termination

Silent Language of Agreement Legality Personal Honor Trust Promise Symbolism

Cross-Cultural Research Focus Language and Meaning Market Segmentation Opportunities Consumption Patterns Perceived Product/Service Benefits Evaluative Criteria Economic and Social Conditions Family Structure and Significance Marketing Research Data and Conditions Marketing Research Possibilities Differences in...

International Marketing Strategy Grid Same Product  Use current marketing strategy Standardized Product Localized Product Standardized Communications Localized Communications

International Marketing Strategy Grid Adapt Product  Use current communications strategy Same Product  Use current marketing strategy Standardized Product Localized Product Standardized Communications Localized Communications

International Marketing Strategy Grid Adapt Advertising  Use same product Adapt Product  Use current communications strategy Same Product  Use current marketing strategy Standardized Product Localized Product Standardized Communications Localized Communications

International Marketing Strategy Grid Adapt Advertising  Use same product Adapt Product  Use current communications strategy Total Adaptation  New product, new communications strategy Same Product  Use current marketing strategy Standardized Product Localized Product Standardized Communications Localized Communications

Global Consumer Market Segments Deal makers29%37% Concentrate on buying process Well-educated, median age 32 Average affluence and employment Price seekers27%36% Value product and price Many retirees, low education Majority female, average affluence Brand loyalists23%11% Least affluent Mostly male, median age 36 Average education and employment Luxury, Innovators21%17% Most educated and affluent Up-scale occupations Mostly male, median age 32 SegmentGlobalU.S.