2022年消费者行为学之国际消费者概述

1、Chapter 10: The International Consumer 第10 章 国际消费者2022/7/251Ma Guo, CEBA, Teaching Notes of Consumer BehaviorKey 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2022/7/252Ma Guo, CEBA, Teaching Notes of Consu

2、mer Behavior10.1 . Global Consumer Markets10.1.1 全球营销战略 Global marketing StrategyThe forces affecting globalization of markets and international 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 infr

3、astructure, distribution channels, and marketing approaches; 各国在基础设施、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2022/7/253Ma Guo, CEBA, Teaching Notes of Consumer BehaviorTechnological restructuring 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2022/7/254Ma Guo,

4、CEBA, Teaching Notes of Consumer Behavior10.1.2 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Interaction of cultures 文化的交融2022/7/255Ma Guo, CEBA, Teaching Notes of C

5、onsumer Behavior10.1.3 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 发展中国家人口迅速增长，尽管出生率下降；Prolonged below-replacement fertility in developed nations 发达国家的低出生率的继续走低；（资料1.资料2）Rapid urbanization in less

6、 developed countries, with unprecedented migration from LDCs to more affluent industrialized nations 次发达国家的迅速城市化, 贫穷国家大量向富裕国家移民。2022/7/256Ma Guo, CEBA, Teaching Notes of Consumer Behavior10.1.4 快速和慢速增长的市场 Fast and Slow Growth Markets出生率不足的问题 Birth Dearth (西方发达国家）快速增长的人口 Fast-Growth populations （2011

7、年10月30日达到70亿， 预计2050年达到90亿）经济资源与市场吸引力 Economic 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2022/7/257Ma Guo, CEBA, Teaching Notes of Consumer BehaviorChanging Tendency of Global Markets 全球市场变化趋势Growing of New Markets 新兴市场的

8、崛起壮大（如中国、印度）Developed countries continually concern health and material culture of individuals. 发达国家继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。2022/7/258Ma Guo, CEBA, Teaching

9、Notes of Consumer BehaviorIn 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 of developing countries will decline. 发展中国家的文盲数量下降。More Eastern European countries will joint into EU. 东欧国家将加入欧盟。2022/7/259Ma Guo, CEBA, Teaching Notes

10、 of Consumer BehaviorGlobal 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2022/7/2510Ma Guo, CEBA, Teaching Notes of Consumer BehaviorThe sub-trends for Fluid Lives are: 流动生活下的追求S

11、imple 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Guided Choiceways to make good choices quickly and easily

12、 选购指导Peak Performance Managing your physical and mental performance throughout the day 希望自己能有最佳表现2022/7/2511Ma Guo, CEBA, Teaching Notes of Consumer BehaviorThe 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 bein

13、g part of the creative process. 好玩成为创新的一部分。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 Purpose E

14、xperiences that introduce new meaning, purpose or goals in life. 体验新的人生的意义、目的或目标。2022/7/2512Ma Guo, CEBA, Teaching Notes of Consumer BehaviorThe 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

15、 explains how consumers are supporting a worthy cause through purchase choices. 给购买决策正当理由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

16、 to reduce the wasteful results of consumption. 向浪费宣战2022/7/2513Ma Guo, CEBA, Teaching Notes of Consumer BehaviorThe 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 f

17、or 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 Control 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 -usi

18、ng 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。 2022/7/2514Ma Guo, CEBA, Teaching Notes of Consumer BehaviorThe 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-growt

19、h 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 established 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

20、is a growing demand for exclusivity and rarity.追求独特和稀有消费。 2022/7/2515Ma Guo, CEBA, Teaching Notes of Consumer BehaviorThe sub-trends for Keeping it Real are： 保持真实Back to Basics adopting traditional approaches and skills to meet todays needs. 以返璞归真应对今天的需要。Celebrating Tradition taking the best traditi

21、on 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 and 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 a

22、nd trust. 对原产地的热衷Embracing the Seasons growing interest in consuming seasonal produce.追捧季节品2022/7/2516Ma Guo, CEBA, Teaching Notes of Consumer BehaviorThe New Ps of Marketing 新的营销组合Protection: Protecting consumers from uncertainty and risk。保护Practical: Helping consumers to plan and be more self-reli

23、ant。实用-帮助消费者计划和自行决策。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 a sense of pride and achievement。重建自豪感和成就感。2022/7/2517

24、Ma Guo, CEBA, Teaching Notes of Consumer Behavior2022/7/2518Ma Guo, CEBA, Teaching Notes of Consumer Behavior10.2 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

25、观去有效的影响某个社会的能力。要适应而不是改变。Global marketers 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。2022/7/2519Ma Guo, CEBA, Teaching Notes of Consumer Behavior10.2.1 跨文化分析 Cross-culture AnalysisCro

26、ss-cultural analysis is the systematic comparison of similarities and differences 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对比。Cultural analysis provides an approach to understanding the consumer behavior of diverse nations and diverse groups within a nation.

27、 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基础。2022/7/2520Ma Guo, CEBA, Teaching Notes of Consumer Behavior10.2.2 Can Marketing 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基础上的市场营销战略Localization Based on Differences在差别基础上的地方化Choice of the Enterprises: 企业的选择：

28、Going global and acting local 全球思维与地方行动2022/7/2521Ma Guo, CEBA, Teaching Notes of Consumer BehaviorGlobal Advertising Effectiveness 全球广告的有效性Ad characteristics that are suitable for a globalized 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

29、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2022/7/2522Ma Guo, CEBA, Teaching Notes of Consumer Behavior10.2.3 Overcome the langue obstacles 战胜语言障碍Standardization marketing must overcome langue problem

30、s. 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2022/7/2523Ma Guo, CEBA, Teaching Notes of Consumer Behavior10.3 Research Methodology for Cross-Cultural Analysis 跨文化分析的方法multi-attribute metho

31、dology 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2022/7/2524Ma Guo, CEBA, Teaching Notes of Consumer Behavior泛太平洋地区的消费者行为 Consumer Behavior in the Pacific RimInd

32、ia 印度 South Korea 韩国Australia 澳大利亚China 中国Japan 日本2022/7/2525Ma Guo, CEBA, Teaching Notes of Consumer Behavior10.4.2 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.美国产品受欢迎。U.S. products viewed favorably.西班牙语很重要。Spanish language variations possibly important.2022/

33、7/2526Ma Guo, CEBA, Teaching Notes of Consumer Behavior10.4.3 东欧的消费者The East European Consumer对西方产品的巨大需求。Western products are in huge 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

34、requires an understanding of the different cultures and business practices.2022/7/2527Ma Guo, CEBA, Teaching Notes of Consumer Behavior10.4.4 西欧消费者The West European Consumer欧盟包含了很多好国家。 The EU contains many nations, cultures, and languages不存在欧盟消费者一说。There is no “Euroconsumer”2022/7/2528Ma Guo, CEBA,

35、Teaching Notes of Consumer Behavior10.4.5 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 administrators.讲法语、英语和德语的当地人， 会更欢迎法国、英国和德国的产品。 The culture and business clim

36、ate 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 regarded but only the well-to-do can afford them. 2022/7/2529Ma Guo,

37、CEBA, Teaching Notes of Consumer Behavior10.4 .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Animosity 仇恨Bi-national pr

38、oducts 双国产品2022/7/2530Ma Guo, CEBA, Teaching Notes of Consumer BehaviorTranslation 翻译促销信息必须精确的翻译。Promotional messages must be accurately translated. 避免错误的方法是“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 t

39、ranslators. In this way differences in meaning can be identified.2022/7/2531Ma Guo, CEBA, Teaching Notes of Consumer BehaviorTime 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

40、 bank clocks, the average walking speed of pedestrians on a city street, and how 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

41、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.2022/7/2532Ma Guo, CEBA, Teaching Notes of Consumer BehaviorSymbols 符号象征 （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

42、发音在香港是好运的声音。 8, 3, 2 sound good in Hong Kong.2022/7/2533Ma Guo, CEBA, Teaching Notes of Consumer BehaviorFriendship 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 legal system. We view friendships as more disposable.关系是极为重要的。 Guanxi (personal relationships ) are seen as cr

43、itical.2022/7/2534Ma Guo, CEBA, Teaching Notes of Consumer BehaviorEtiquette (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 meals, some Europeans wont eat any food with their fingers

44、.2022/7/2535Ma Guo, CEBA, Teaching Notes of Consumer BehaviorNon-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。 Conte

45、xt2022/7/2536Ma Guo, CEBA, Teaching Notes of Consumer Behavior原产地问题Country-of-Origin Issues双国产品 Bi-national products用Y国的材料在X过装配。 “assembled in X using materials from Y.”日本公司的在墨西哥生产的产品。Made in Mexico by a Japanese company. 2022/7/2537Ma Guo, CEBA, Teaching Notes of Consumer BehaviorEthnocentricity （民族优越感）人们会有一种常见的倾向：It