MCS 2600 Lecture Notes - Lecture 9: North American Free Trade Agreement, Gender Equality, Masculinity

• School: University of Guelph
• Department: Marketing and Consumer Studies
• Course: MCS 2600
• Professor: Lianne Foti

Document Summary

Many consumers may take into consideration the country of origin of a product. Country-of-origin commonly: france = wine, fashion, perfume, italy = pasta, designer clothing, furniture, shoes, and sports cars, japan = cameras and consumer electronics, germany = cars, tools, and machinery. Some consumers have animosity toward a country: people"s republic of china has some animosity to japan, jewish consumers avoid german products, new zealand and australian consumers boycott french products. The effort to determine to what extent of two or more nations are similar or different. Factors, differences in: language and meaning, market segmentation opportunities, consumption patterns, the perceived benefits of products and services, the criteria for evaluating products and services. Research issues in cross- cultural analysis: economic and social conditions and family structure, marketing research and conditions, marketing research possibilities. The process by which markets learn via cross-cultural analysis about the values, beliefs, and customs of other cultures and then apply this knowledge to marketing products internationally.