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Consumer Behavior Cultural and Cross-Cultural Influences

Consumer Behavior Cultural and Cross-Cultural Influences -...

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1 Consumer Behavior MAR 3503 Xin He BA-II 308N 407-823-1329 [email protected]
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2 Cultural and Cross-Cultural Influences Introduction to culture Core values in America Cultural variations Cross-cultural marketing strategies
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3 Introduction to Culture Culture defined
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4 Introduction to Culture Culture can be analyzed at different levels. Macro level E.g., American culture vs. Asian culture Subcultures E.g., Texas Social classes Reference groups Family
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5 Core Values in America Achievement and success Activity Efficiency and practicality Progress Material comfort Individualism Freedom External conformity Humanitarianism Youthfulness Fitness and health
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6 Cultural Variations Language Time Monochronic vs. polychronic time perspective Management and negotiation style Space Office space and personal space
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Unformatted text preview: 7 Cultural Variations ♦ Symbols – Colors – Flowers – Numbers – Animals ♦ Agreements ♦ Etiquette ♦ Self-concept – Individualistic vs. Collectivistic 8 Rituals ♦ What are Rituals? ♦ Acquisition and bargaining rituals ♦ Possession rituals – Product nurturing rituals – Personalizing rituals 9 Rituals (cont.) ♦ Exchange rituals ♦ Grooming rituals ♦ Divestment rituals 10 Cross-Cultural Marketing Strategies ♦ Adapting marketing strategy ♦ Standardizing marketing strategy ♦ Changing the culture 11 Once again… ♦ Introduction to culture ♦ Core values in America ♦ Cultural variations – Language – Time – Space – Symbols – Agreements – Etiquette – Self-concept – Rituals ♦ Cross-cultural marketing strategies...
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