Cross cultural marketing

Résumé du document

What is cross cultural analysis? Cross cultural analysis is defined as, 'The effort to determine to what extent the consumers of two or more nations are similar or different'. The research is to determine the extent to which consumers of two or more nations are similar in relation to specific consumptional behavior. In fact, I would say that on an international scale, it is the study led by marketers about the different behaviors of consumers concerning a product or a service, beyond the borders of their own country, beyond their culture.

Extraits

[...] Example: The family cell in Asian cultures is particularly important. A Chinese individual, husband or wife for example, must and would always take into account all the members of his family when he takes a purchase decision: therefore the family there can be considered as an organic entity, where the family is a single decision making unit. “Chinese have to observe and act according to the norms prescribed for each instance of interpersonal relations” (Yau, cited in Usunier, 1996:111) In Western Countries, the decision making process would be totally different, and more interactive between a wife and a husband. [...]

[...] Cross Cultural Marketing What is cross cultural analysis? Cross cultural analysis is defined as: - effort to determine to what extent the consumers of two or more nations are similar or different” (Schiffman et al., 2005:438) - The research to determine the extent to which consumers of two or more nations are similar in relation to specific consumption behavior” (Hoyer & Maclannis, 2004: 175) In fact, I would say that on an international scale, it is the study led by marketers about the different behaviors of consumers concerning a product or a service, beyond the borders of their own country, beyond their culture. [...]

[...] Overall, we have to remember that: - 1. Needs themselves are fairly consistent across cultures - 2. Their rank ordering varies across cultures - 3. The degree of emphasis on specific needs and their satisfaction is also culture-bound. Individualism/collectivism The individualistic conception has always been and still remains at the heart of the marketing theory. Marketing always considers individual consumers who make their own purchase decision. [...]

[...] Even if the demand is specific to each country, L'OREAL is an international firm with a global strategy mixed with a localised one, which scintillates thanks to the many faces representing L'OREAL, coming from the five continents. Conclusion In our contemporary society, the needs for marketers involved in a cross cultural marketing is to understand the diversity of norms, values and social representations that shapes consumer behaviors. “Markets are people, not products” (De Mooij cited in Rugimbana & Nwankwo, 2003:5). Looking at consumer behavior in order to discover significant differences across cultures, offers insights into the way consumers invest meaning into their buys. [...]

[...] We could nevertheless wonder if today, individuals are not more consuming culture then belonging to any one culture thanks to the internationalization. References Hoyer, W., Maclnnis, D., (2004), “Consumer Behaviour”, 3rd ed., Houghton Miflin Company, Boston Rugimbana, R., Nwankwo, S., (2003), “Cross Cultural Marketing”, 1st ed., Thomson Nelson, South Melbourne, Victoria. Schiffman, L., Bednall, D., O'Cass, A., Paladino, A., Kanuk, L., (2005), “Consumer Behaviour”, 3rd ed., Pearsons Education Australia. Trompenaars, F., Woolliams, P., (2004), “Marketing across cultures”, 1st ed., John Wiley & Sons, England. Usunier, J.C., (1996), “Marketing across cultures”, 2nd ed., Prentice Hall, England. [...]