消费者行为学第十章

1、消费者行为学第十章2022/9/162Key studying points 学习要点Importance of Global Thinking in Marketing 全球思维的重要性Structure of Global Markets 全球市场的结构Global marketing Strategy 全球市场营销战略2022/9/16310.1 . Global Consumer Markets10.1.1 全球营销战略 Global marketing StrategyThe forces affecting globalization of markets and internat

2、ional competition have been identified by Michael Porter to include the following: 迈克尔.波特确定出了几个主要影响市场全球化和国际竞争的因素: Growing similarities in terms of available infrastructure, distribution channels, and marketing approaches; 各国在根底设施、分销渠道、营销方法的日益增长的相似性；Fluid global capital 资本市场的流动性Technological restruct

3、uring and the integrating role of technology 技术重组与技术整合New global competition 新的全球竞争者2022/9/1642022/9/16510.1.2 全球营销思维的重要性 Importance of Global Thinking in MarketingMulti-national enterprises and global companies 跨国公司和全球化公司大小公司均可成为全球化公司The contents of globalization thinking 全球化思维的内涵利用全球资源是关键Interacti

4、on of cultures 文化的交融2022/9/16610.1.3 全球市场结构 Structure of Global MarketsPopulation 人口状况The tends of global population 全球化人口趋势Rapid growth despite falling fertility in developing nations 开展中国家人口迅速增长，尽管出生率下降；Prolonged below-replacement fertility in developed nations 兴旺国家的低出生率的继续走低；资料1.资料2Rapid urbaniza

5、tion in less developed countries, with unprecedented migration from LDCs to more affluent industrialized nations 次兴旺国家的迅速城市化, 贫穷国家大量向富裕国家移民。2022/9/16710.1.4 快速和慢速增长的市场 Fast and Slow Growth Markets出生率缺乏的问题 Birth Dearth (西方兴旺国家快速增长的人口 Fast-Growth populations 2021年10月30日到达70亿， 预计2050年到达90亿经济资源与市场吸引力 Ec

6、onomic and Resources and Market Attractiveness人口与经济都增长的国家最具吸引力人均收入人均国内生产总值 GDP (Gross Domestic Product) per capita 人口自然增长率寿命期城市人口Changing Tendency of Global Markets 全球市场变化趋势Growing of New Markets 新兴市场的崛起壮大如中国、印度Developed countries continually concern health and material culture of individuals. 兴旺国家继

7、续关注个人的健康和物质文化。In next decade, the gaps between poor and rich will become wider due to poor population growing faster than their income. 由于贫穷人口增长大于收入的增长，在下一个十年贫富差距会扩大。2022/9/168In the trades between south and north, the gaps between countries will be bigger. 南北贸易中，国家间的技术水平差距加大。The illiteracy amount o

8、f developing countries will decline. 开展中国家的文盲数量下降。More Eastern European countries will joint into EU. 东欧国家将参加欧盟。2022/9/169Global consumer trends 全球新消费趋势Fluid lives 不固定的生活Simply pleasures 简单的娱乐Responsible livings 对生活负责Quest health and wellness 健康与健壮的平衡Consumer in control 消费者掌控Keeping it real 保持真实2022

9、/9/1610The sub-trends for Fluid Lives are: 流动生活下的追求Simple by Designsolutions that reduce complexity or save time. 简化的款式Winding Down talks about slowing down and escaping to recharge the body and mind 放松和逃离压力Conveniently There-Describes the need for ever improved convenience and portability 追求方便Guide

10、d Choiceways to make good choices quickly and easily 选购指导Peak Performance Managing your physical and mental performance throughout the day 希望自己能有最正确表现2022/9/1611The sub-trends for simply pleasure are：简单娱乐下的需求Fun and Play enjoyment through play and novelty . 好玩和新鲜。Co-CreationThe enjoyment and fun of

11、being part of the creative process. 好玩成为创新的一局部。Enhanced SensationsDesire for intensifies sensory experiences . 加深感知和体验。Seeking ConnectionsMaking, maintaining or deepening connections with others. 寻求与其他人之间的联系。Rich Rewards Indulgent experiences that offer respite and reward. 放纵之后放松与回报Passion and Purpo

12、se Experiences that introduce new meaning, purpose or goals in life. 体验新的人生的意义、目的或目标。2022/9/1612The sub trends for Sustainable Lives include: 追求可持续的生活方式Conserving Resourcesliving in a world where resources are increasingly in short supply. 节约资源Good Causes explains how consumers are supporting a wort

13、hy cause through purchase choices. 给购置决策正当理由Fair Treatment is about treating animals and people fairly in the production process. 公平与善待Climate Conscious focuses on protecting the worlds environment and biodiversity. 全球气候意识War on Waste highlights the drive to reduce the wasteful results of consumptio

14、n. 向浪费宣战2022/9/1613The sub trends for Quest for Health & Wellness are：追求健康与健壮的平衡Proactive PreventionProactively defending the body against future illness via healthier choices. 预先防范Finding Balance Looking for emotional and physical balance via nutrition and lifestyle. 通过营养和生活方式寻求情感和身体健康的平衡Image Cont

15、rol Managing weight and external appearance. 外形控制。Good StartEnsuring children get the best start in life. 好的开端Naturally Goodsearching for the best from nature to improve health. 追求自然好。Coping Strategies -using or excluding products in a response to modern day ailments. 通过使用和杜绝产品来应对现代疾病。 2022/9/1614Th

16、e sub-trends for Consumers in Control are： 控制消费Redefining Valuedeepening desire for good value beyond the price alone. 重新定义希望的价值，不仅以价格来定义。Expert Status-growth in pursuit of knowledge and discernment for identity and status. 重视专家意见。Tangible Benefitsfocusing on proof of real tangible benefits and esta

17、blished quality . 看重有形的价值与质量Counselled Consumptionthe rise of specialist advisors and peer reviews for all consumptions. 看重消费忠告专家意见Exclusive Choices-there is a growing demand for exclusivity and rarity.追求独特和稀有消费。 2022/9/1615The sub-trends for Keeping it Real are： 保持真实Back to Basics adopting traditio

18、nal approaches and skills to meet todays needs. 以返璞归真应对今天的需要。Celebrating Tradition taking the best tradition and heritage to meet modern tastes. 弘扬传统Craftsmanshipthere is a rising interest in the people and artisan skills behind products. 欣赏手工Behind the Scenes Transparency is now a mark of quality a

19、nd trust. 了解幕后透明是质量和信任的标志。Passion for Place We are seeing a growing interest origin as a mark of quality and trust. 对原产地的热衷Embracing the Seasons growing interest in consuming seasonal produce.追捧季节品2022/9/1616The New Ps of Marketing 新的营销组合Protection: Protecting consumers from uncertainty and risk。保护P

20、ractical: Helping consumers to plan and be more self-reliant。实用-帮助消费者方案和自行决策。Permission: Encouraging consumers to make connections and see the positives of a life with less。允诺鼓励消费者建立一身的联系和积极的看待人生以较小的花销。Purpose: Giving consumers new meaning and purpose to their lives。给消费者新的生活的意义和目的。Pride: Re-building

21、 a sense of pride and achievement。重建自豪感和成就感。2022/9/16172022/9/16182022/9/161910.2 Cultural Analysis of Global markets 对全球市场的文化分析Cultural analysis involves the ability to understand and be effective in communicating with the core values of a society. 文化分析包括理解能力和用某个核心价值观去有效的影响某个社会的能力。要适应而不是改变。Global m

22、arketers find its useful to track global trends to predict and better understand how consumers in various parts of the world will be changing. 理解世界变化趋势和世界各地的消费者的变化是十分重要的。2022/9/162010.2.1 跨文化分析 Cross-culture AnalysisCross-cultural analysis is the systematic comparison of similarities and differences

23、 in the material and behavioral aspects of cultures. 跨文化分析是指系统地对文化、物质和行为方面的相似性和差异性进行比照。Cultural analysis provides an approach to understanding the consumer behavior of diverse nations and diverse groups within a nation. 文化分析提供了一条理解不同国家消费者和同一国家的不同群体的消费者行为的途径。也是制定营销战略的根底。2022/9/162110.2.2 Can Marketin

24、g Be Standardized? 市场营销可以标准化吗？Standardization based on Similarities 基于相似性之上的标准化基于普遍性根底上的市场营销战略Localization Based on Differences在差异根底上的地方化Choice of the Enterprises: 企业的选择：Going global and acting local 全球思维与地方行动Global Advertising Effectiveness 全球广告的有效性Ad characteristics that are suitable for a globali

25、zed advertising approach: 适用于全球化的广告的特征：The communications message is based on similar lifestyles 沟通信息是基于相似的生活方式之上；The appeal of the ad is to basic human needs and emotions 广告的表现是基于人类的需要和情感；The product satisfies universal needs and desires 产品满足的是普遍的需求和愿望2022/9/1622 Overcome the langue obstacles 战胜语言障

26、碍Standardization marketing must overcome langue problems. 标准化营销方案必须克服语言障碍Back Translation 逆向翻译Brand Name 品牌名称Implications of English Name 英文名称的含义Pronunciation 发音Whether there is a similar name abroad 是否在国外有 同名或接近2022/9/16232022/9/162410.3 Research Methodology for Cross-Cultural Analysis 跨文化分析的方法mult

27、i-attribute methodology has dominated recent consumer behavior literature 多属性分析法占重要地位Focus groups, a traditional form of consumer research, are also applicable on a global basis. 焦点小组访谈Content Analysis内容分析2022/9/1625泛太平洋地区的消费者行为 Consumer Behavior in the Pacific RimIndia 印度 South Korea 韩国Australia 澳大

28、利亚China 中国Japan 日本2022/9/162610.4.2 拉丁美洲的消费者 The Latin American ConsumerNAFTA (北美自由贸易协议has increased U.S.-Mexico trade.美国产品受欢送。U.S. products viewed favorably.西班牙语很重要。Spanish language variations possibly important.2022/9/162710.4.3 东欧的消费者The East European Consumer对西方产品的巨大需求。Western products are in hu

29、ge demand收入低于西方或国家，但生产率正在提高。 Income is less than in western Europe, but productivity is rising after political turmoil in the early 1990s.市场营销需要理解不同的文化和商业实践活动。Marketing requires an understanding of the different cultures and business practices.2022/9/162810.4.4 西欧消费者The West European Consumer欧盟包含了很多

30、好国家。 The EU contains many nations, cultures, and languages不存在欧盟消费者一说。There is no “Euroconsumer2022/9/162910.4.5 非洲消费者The African Consumer非洲正在发生快速的变化。 受过去殖民统治者的影响，非洲人通常讲双语。Africa is changing rapidly. Africans are often bilingual, speaking their own language and that of former European colonial admini

31、strators.讲法语、英语和德语的当地人， 会更欢送法国、英国和德国的产品。 The culture and business climate is strongly influenced by Europe with Francophone (former French colony)countries liking French products. Anglophone countries give high marks to British and German goods. 美国产品受高度关注， 但只有富有的人能够负担得起。 American products are highly

32、 regarded but only the well-to-do can afford them. 2022/9/163010.4 .6 跨文化问题的范围 Cross-Cultural Problem AreasTranslation 翻译National Languages and Dialects各国的标准语言和地方语言Time perception 时间观念Symbols 符号象征Friendship 友谊Etiquette 礼节Nonverbal Behavior 非语言行为Country-of-Origin Issues 原产国问题Ethnocentricity 种族主义Animo

33、sity 仇恨Bi-national products 双国产品2022/9/1631Translation 翻译促销信息必须精确的翻译。Promotional messages must be accurately translated. 防止错误的方法是“逆向翻译。 The method used to avoid mistakes is back translation. 逆向翻译The process involves translating the message back and forth by different translators. In this way differe

34、nces in meaning can be identified.2022/9/1632Time perception 时间概念不同的国家时间观念是不同的。 Time is precious in western cultures. However in many other countries, time is much less important. A study was performed on the accuracy of bank clocks, the average walking speed of pedestrians on a city street, and how

35、 long it took postal clerks to sell a stamp in several cultures:日本人在时间方面最精确。 On all three measures, Japan had the most accurate and fastest times.美国人和英国人属于第二和第三位。 United States and England were either second or third on each. 印度尼西亚是时间观念最松宽的地方。Indonesia tended to have the most relaxed pace.Symbols 符号

36、象征 例子7 在加纳、肯尼亚是不吉利的数字， 但在印度、捷克是吉利的数字。 7 is unlucky in Ghana, Kenya, lucky in India and the Czech Republic.4 在中国和日本是不吉利的数字。4 is unlucky in Japan, China.8、3、2 的发音在香港是好运的声音。 8, 3, 2 sound good in Hong Kong.2022/9/1633Friendship 友谊在中和日本友谊在一些情况下可能替代法律体系。In China & Japan friendship is a substitute for a l

37、egal system. We view friendships as more disposable.关系是极为重要的。 Guanxi (personal relationships ) are seen as critical.2022/9/1634Etiquette (礼节拥抱和亲吻Hugging and kissing在拉美比在亚洲更为流行。More prevalent in Latin America than here: less prevalent in Asia than here.饮食习惯 Eating habitsJapanese slurp noodles, Indian

38、 meals, some Europeans wont eat any food with their fingers.2022/9/1635Non-verbal Behavior 非语言行为用与沟通的行为、动作和语调 Actions, movements and utterances that communicate.跳舞。In some Russian villages, boys dance with chairs until a girl indicates interest. So in Russia, It Takes One to Tango.空间问题。Spacing issues语境。 Context2022/9/16362022/9/