1. INTERNATIONAL MARKETING MANAGEMENT SESSION 8: CUSTOMER BEHAVIOR 1

2. 2 WHY STUDY CUSTOMER BEHAVIOR? To Assess Opportunities for Introducing New Products/Brands To Determine How to Segment Markets Internationally To Decide How to Position New Products/Brands

3. 3 UNDERSTANDING THE PRODUCT MARKET Identifying Set of Competing Products Understanding Customer Usage Patterns Identifying Desired Benefits

4. 4 COUNTRY A (U.S.) Soft Drinks Canned Soda Bottled Waters Iced Teas Alternative Beverages ColaGinger AleDiet Soda Fruit Juices/ Smoothies Energy Drinks

5. 5 COUNTRY X Soft Drinks Lemon/ Lime Orange Other (e.g. Black Currant) Freshly Squeezed Fruit Juices Bottled & Canned Drinks Colas Flavored Mineral Waters BeerMilk Herbal Drinks

6. Daily Life Rhythms Usage Scenarios Cultural Conventions and Practices Environmental/Technological Sophistication (Access to Computers/Internet) CUSTOMER USAGE PATTERNS 6

7. GLOBAL INTERNET LANGUAGES (Dec 2003) 7 Language Internet Access (Millions) % of Total Total Population (Millions) % of Total English 262.3 35.6% 508 33.4% Non-English 474.3 64.4% 5,822 66.6% European Languages a 257.4 34.9% 1,218 30.3% Asian Language b 216.9 29.4% a Includes: Czech, Dutch, Finnish, French, German, Greek, Hungarian, Italian, Polish, Portuguese, Romanian, Russian, Danish, Icelandic, Norwegian, Swedish, Slovak, Slovenian, Spanish, Turkish b Includes: Arabic, Chinese, Hebrew, Japanese, Korean, Malay, Thai Source: www.glreach.com a Includes: Czech, Dutch, Finnish, French, German, Greek, Hungarian, Italian, Polish, Portuguese, Romanian, Russian, Danish, Icelandic, Norwegian, Swedish, Slovak, Slovenian, Spanish, Turkish b Includes: Arabic, Chinese, Hebrew, Japanese, Korean, Malay, Thai Source: www.glreach.com

8. 8 DESIRED CUSTOMER BENEFITS Product Symbolism Price Sensitivity Role Perceptions and Expectations Socio-Cultural Values

9. 9 CHANGING DYNAMICS OF CONSUMER BEHAVIOR Massive Waves of Migration and Diaspora Increased Interlinkages and Communication Between Markets Worldwide q Consumer mobility q Pan-regional and global media (Satellite TV, Internet) Global Marketing of Products/Brands and Service

10.  Decline of National Consumer Cultures/ Rise of Glocalism  Cultural Diversity and Pluralism  Growth of Cross-Border Segmentation 10 IMPLICATIONS