Week 5 Ind - Read and analyze Cross-Cultural Consumer...

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Read and analyze Cross-Cultural Consumer Behavior: An International Perspective in Consumer Behavior . Prepare a 1,750- to 2,100-word case study analysis in which you evaluate the consumer behavior and purchasing decisions illustrated in both case studies. Case One: Japan to Apple’s iPhone: “No Thanks!” o Identify the lessons learned by Apple ® regarding the differences in consumer behavior and purchasing decisions between the Japanese market and the market outside of Japan. o Evaluate how the differences in consumer behavior across these cultures may affect the marketing mix strategy. Case Two: Would Mickey Mouse Eat Shark’s Fin Soup? o Identify the lessons the Walt Disney Company ® learned about consumer behavior and purchasing decisions at Hong Kong Disneyland ® . o Explain global issues that may influence consumer behavior. Case One: Japan to Apple’s iPhone: “No Thanks!” The new version of Apple’s iPhone has generally been a strong seller worldwide, except in Japan. While some analysts had estimated that Apple would sell a million units of its latest iPhone in Japan, revised estimates put the number at more like 500,000 phones. So what’s the problem? The phone uses the faster 3G network and offers a touch screen. And Apple iPods and computers are popular in Japan. Well, it turns out that Apple iPhone’s use of the 3G network is not a big deal in Japan, because 3G access has been a standard feature on Japanese cell phones for several years. And as far as the touch screen is concerned, some Japanese consumers feel that they would have problems getting used to it. Perhaps the biggest hurdle facing Apple, however, is what the iPhone doesn’t have. Remember, Japanese consumers enjoy some of the world’s most technologically advanced cell phone features, such as “a high-end color display, digital TV-viewing capability, satellite navigation service, music player and digital camera.” Another “must have” feature in Japan, lacking in the iPhone, is “emoji,” which is clip art that can be inserted into sentences to make e-mails more attractive. In addition, many mobile phones in Japan allow their users to use their phones as debit cards or train passes. Questions 1. Did Apple err in trying to sell its latest iPhone in Japan? 2. Is the Japanese cell phone market similar to the cell phone markets in other countries?
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