Week 10 Presenter 3 - cross

cultural marketing
Eric chan
2121676
What is cross cultural consumer analysis?

• The Effort to determine to what extent the

consumers of two or more nations are similar
or different
(Schiffman, et al., 2008)
 Major objective of cross cultural consumer
analysis
• To determine how consumers in two or more
societies are similar and how they are different
from one another.
• To provide marketers with an understanding of
the psychological, social and cultural
characteristics of the foreign consumers they
wish to target, so that an effective marketing
strategy can be design for the specific national
market
• In order to have a more visual understanding
of it, 2 videos are being put up for comparison
purposes.

• http://www.youtube.com/watch?v=_WNDUG
BJ5pw
• http://www.youtube.com/watch?
v=vFJNPfpK2Tk&translated=1
 When and why should marketers undertake
cross cultural consumer analysis?
When major firms want to market their
products beyond their original homeland
borders and be a “multinational”

Firms learned that overseas markets represent

the single most important opportunity for
their future growth when their home markets
reach maturity
• Top Ten Brands in 2010

1 Coca-Cola 70,452 ($m)

• 2 IBM 64,727 ($m)
• 3 Microsoft 60,895 ($m)
• 4 Google 43,557 ($m)
• 5 GE 42,808 ($m)
• 6 McDonald's 33,578 ($m)
• 7 Intel 32,015 ($m)
• 8 Nokia 29,495 ($m)
• 9 Disney 28,731 ($m)
• 10 Hewlett-Packard 26,867 ($m)
 Cross cultural consumer analysis will influence marketing strategy of the corporation as
corporation tend to relate its marketing strategy close to the cultural beliefs,values and
customs of the specific target country.

• For example, Mcds ad in Spore is closely related to Sporean

people being thrifty and time oriented which are typical
traditional values of Asian.

• http://www.youtube.com/watch?v=l_LJ_I4eHW8

• For example, Mcds ad in USA is associated with the sporting

culture of Americans, with basketball being one of the most
popular sports.

• http://www.youtube.com/watch?v=A_KQhdQFWKs&feature=fvw
For example: it can be seen that cross cultural consumer analysis have
a huge influence on Mcds marketing strategy as Mcds do not serve
pork products in Islamic countries as signage as the ones below can be
seen in Mcds outlets in Islamic countries.
However, Mcds outlets in non-islamic countries do serve pork
meat products.
 Multinational strategies: Global vs Local
• Global strategy: Firms create world brand products
that are manufactured, packaged and positioned
exactly the same way regardless of the country in
which they are sold. (eg: Gillette)

• Local strategy: Firms adopts a strategy that it tries to

localise its advertising message to consumers in each
of the cross cultural markets in which it operates (eg:
Macdonalds)
 References
• Hair, J. F. Jr., Lamb, C.W., McDaniel, C. (2008). Business & Economics.
Chengage Learning Inc.
• Kotler, P.Brown, L., Adam, S., Burton, S. & Armstrong, G. (2007). Marketing
(7th ed.). Australia, Pearson Education
• Schiffman, L., Bednall, D., O’ Cass, A., Paladino, A., Ward, S. & Kanuk, L.,
(2008). Consumer Behaviour (4th ed.). Frenchs Forest, NSW: Pearson
Education Australia
• Hoyer, W.D., & Macinnis, D.J. (2009). Consumer Behaviour (5th ed.). US:
Cengage Learning.