Global MKT > Ch4 Global Cultural Environment and Buying Behavior

In marketing, buyer behavior and consumer needs are largely driven by:

• health norms.

• economic norms.

• political norms.

• cultural norms.

• social norms.

From a global marketing perspective, the cultural environment matters for two main reasons.  First, cultural forces are a major factor in shaping a company’s global marketing mix program.  The second reason is:

• cultural analysis is expensive.

• cultural analysis often pinpoints market opportunities.

• cultural analysis is difficult.

• accurate cultural analysis is next to impossible.

• cultural analysis is required by many host governments.

From a global marketing perspective, the cultural environment matters.  The most  important reason is that cultural forces are major factors in shaping a company’s global:

• sales territories

• vision

• competitive response

• marketing mix strategy

• global ethics program

Companies that ignore cultural needs often...

• lose permission to export.

• lose permission to import.

• have more lawsuits.

• lose more salespeople.

• lose a competitive edge.

From the consumption point of view, ____________ homes have less space than most  Europeans or American houses.

• Japanese

• Turkish

• Australians

• Indonesian

• Pakistani

Several Japanese diaper makers were able to steal market share away from Proctor & Gamble by selling diapers that were much ______________ than the ones marketed by P&G, thereby better meeting the desires of Japanese mothers (Japanese homes have less space than most Europeans or American houses).

• colorful

• expensive

• bulkier

• thinner

• rougher

Since China has around 300 million children, they are often treated as:

• little emperors and empresses.

• super children.

• smart children.

• a tax burden.

• food liability.

Within a given culture, consumption processes can be described via a sequence of stages.  All of the following describe those stages EXCEPT:

• access.

• buying behavior.

• racial characteristics

• consumption characteristics.

• disposal.

Asking the question “Does the consumer have physical and/or economic access to the product/service?” is an indication of which stage of consumption processes (as influenced by culture)?

• buying behavior.

• consumption characteristics.

• disposal.

• access.

• acceleration.

Asking the question “How is the decision to buy made by the consumers in the foreign market?” is an indication of which stage of consumption processes (as influenced by culture)?

• buying behavior.

• consumption characteristics.

• disposal.

• access.

• acceleration.