Cross cultural management 3rd chapter 11 (14) culture and international marketing management

Slide 11.1 Chapter 11 Culture and international marketing management Browaeys and Price, Understanding Cross-Cultural Management PowerPoints on the Web, 3rd edition, © Pearson Education Limited 2015 Slide 11.2 Modern concept of marketing Market-driven management should: •Focus on the consumer: – Anticipate and respond to consumer needs – Define and deliver customer value • Integrate marketing functions in all parts of a company • Develop relationship marketing: link the company to the market: – Create networks – Connect with customers Browaeys and Price, Understanding Cross-Cultural Management PowerPoints on the Web, 3rd edition, © Pearson Education Limited 2015 Slide 11.3 Relationship marketing management Is about: • Connecting with customers through continual transactions and exchanges • Establishing sustainable relations with and between consumers Social media: • Companies are turning more and more to ‘social media’ for marketing purposes • Social network applications now receive priority over digital advertising and e-mail marketing Browaeys and Price, Understanding Cross-Cultural Management PowerPoints on the Web, 3rd edition, © Pearson Education Limited 2015 Slide 11.4 Social network marketing: Facebook Figure 11.2 Facebook users versus international spend share Source: http://searchenginewatch.com/article/2329906/Only-52-of-Facebook-Ad-Spend-is-Outside-the-U.S.-tuy Browaeys and Price, Understanding Cross-Cultural Management PowerPoints on the Web, 3rd edition, © Pearson Education Limited 2015 Slide 11.5 Intercultural marketing Is about adapting products and marketing strategies to consumer preferences • Cultural identification with a product • Consumers share cultural characteristics: – Geographical cultural affinity zones – Cultural affinity classes Browaeys and Price, Understanding Cross-Cultural Management PowerPoints on the Web, 3rd edition, © Pearson Education Limited 2015 Slide 11.6 Cross-cultural consumer behaviour Increasing uniformity in consumer taste and behaviour: • However: – behavioural intentions of consumers need to be established – different weightings between attitudes and norms • Therefore: – Take into consideration: • the characteristics of the consumers’ culture; • their underlying models Browaeys and Price, Understanding Cross-Cultural Management PowerPoints on the Web, 3rd edition, © Pearson Education Limited 2015 Slide 11.7 Cross-border market research Problems for marketers and market researchers: • Language barriers • Sensitivity of questioning • Research techniques • Cultural differences • Suspicion • Statistical comparisons • Fragmentation Browaeys and Price, Understanding Cross-Cultural Management PowerPoints on the Web, 3rd edition, © Pearson Education Limited 2015 Slide 11.8 Marketing communication across cultures Marketing: a process in which communication plays an important role •Promoting brands internationally • Multinationals need to use a uniform brand •Language may be a problem: – Pronunciation – Different alphabet Browaeys and Price, Understanding Cross-Cultural Management PowerPoints on the Web, 3rd edition, © Pearson Education Limited 2015 Slide 11.9 Brand and national images Important is: •Relationship between the nationality of a product and the image it evokes •Elements that contribute to the consumer’s perception of product nationality – Such elements can be related to one country, several countries, or a geographical area • Role of stereotypes Browaeys and Price, Understanding Cross-Cultural Management PowerPoints on the Web, 3rd edition, © Pearson Education Limited 2015 Slide 11.10 Impact of culture on advertising • Companies websites: – online advertising and sales promotion worldwide • Cultural approach in advertising: – Language and behavioural differences – Meanings of the consumers • Advertising adapted to the local market: – Products/services presented in a symbolic way – Image of product associated with product concept Browaeys and Price, Understanding Cross-Cultural Management PowerPoints on the Web, 3rd edition, © Pearson Education Limited 2015 Slide 11.11 Meaning of brands and messages across cultures • Companies operating internationally are: – Building the strength of their brand – Extending the number of markets – • Companies attempt to adapt to: – Cultural differences in communication and products • Companies intent on making sure that: – Intended meaning of the brand coincides with – Perceived meaning of the message Browaeys and Price, Understanding Cross-Cultural Management PowerPoints on the Web, 3rd edition, © Pearson Education Limited 2015 Slide 11.12 The managing meaning matrix Figure 11.4 The managing meaning matrix Source: Hoecklin, 1995: 101 Browaeys and Price, Understanding Cross-Cultural Management PowerPoints on the Web, 3rd edition, © Pearson Education Limited 2015 Slide 11.13 Social marketing campaigns • Ethical issues must be taken into account • Message framing is an important aspect • Advertising across cultural groups: – differences • In perception, interpretation, reaction • Between collectivist and individualistic cultures Browaeys and Price, Understanding Cross-Cultural Management PowerPoints on the Web, 3rd edition, © Pearson Education Limited 2015 Slide 11.14 Conclusion • Focus is more on the consumer than on marketing methods – because the consumer presents the most important cultural differences • Communication: – various channels of commercial and social advertising – balance between product, message and perception that people may have about a product End Browaeys and Price, Understanding Cross-Cultural Management PowerPoints on the Web, 3rd edition, © Pearson Education Limited 2015 ... concept Browaeys and Price, Understanding Cross- Cultural Management PowerPoints on the Web, 3rd edition, © Pearson Education Limited 2015 Slide 11. 11 Meaning of brands and messages across cultures •... Browaeys and Price, Understanding Cross- Cultural Management PowerPoints on the Web, 3rd edition, © Pearson Education Limited 2015 Slide 11. 5 Intercultural marketing Is about adapting products and marketing. .. Different alphabet Browaeys and Price, Understanding Cross- Cultural Management PowerPoints on the Web, 3rd edition, © Pearson Education Limited 2015 Slide 11. 9 Brand and national images Important