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: />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