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 xhe@bus.ucf.edu
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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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This document was uploaded on 10/27/2011 for the course MAR 3503 at University of Central Florida.

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

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