The Influence of values on New Product adoption A 值对新产品采用的影响.pptVIP

Are Cultural differences that important in our modern society ? Why Talk about Cultural Differences ? ″Differences between national cultures create important opportunities for growth and development, but also can cause serious problems if they are not understood.″ (Mead 1998) Cross-Cultural Marketing Adaptation Local standards Local hygiene and safety standards Local particuliarities in service, maintenance and distribution Avoidance of unfavorable image of imported products, companies, nationality or brand names Cultural adequate use of symbols possible Standardization Use of: Experience effects Economies of scale International standards International use of products Significant learning effects Use of favorable image of imported products, companies, nationality or brands, exotic or ethnic appeal Lifestyle Studies How time is spent Importance of things around them Beliefs Socioeconomic characteristics Targeting Hispanic-American Consumers Issues in Studying Hispanic American Subcultures Hispanic Consumer Behavior Stronger preference for well-established brands Prefer to shop at smaller stores Some are shifting food shopping to non-ethnic American-style supermarkets Youths are more fashion-conscious Figure 13.4 Hispanic Linguistic Challenge Reaching the African-American Audience Two Alternate Strategies Running all the advertising in general mass media Running additional advertising at special advertising in selected media directed exclusively to African-Americans Asian-American Consumers Where Are the Asian-Americans? Largely urban Asian-Americans As Consumers Buying power of $110 billion annually Brand loyal customers Frequently male-oriented consumer decisions Attracted to retailers who welcome Asian-American patronage Regional Influences Regions Within the United States Nine Nations of North America Major Age Subcultures Age and Challenges Cohort Effects and Preferences Kids Brand Formation 98% of kids aged 9-13 know what car they would like to dri