MCS 2600 Lecture Notes - Lecture 9: Market Segmentation, North American Free Trade Agreement, Parker Pen Company

• School: University of Guelph
• Department: Marketing and Consumer Studies
• Course: MCS 2600
• Professor: Nicole Mc Callum

Document Summary

The imperative to be multinational: global trade agreements, eu, nafta, winning emerging markets, acquiring exposure to other cultures, country-of-origin effects. Many consumers may take into consideration the country of origin of a product. Italy = pasta, designer clothing, furniture, shoes, and sport cars: france = wine, fashion, perfume, 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. Cross-cultural consumer analysis: the effort to determine to what extent the consumers of two or more nations are similar or different. Measure of cross-cultural aspects: product quality judgements, willingness to buy products, ethnocentrism, perceptions of consumption culture. Word or concepts (e. g. , personal checking account) may not mean the same in two different countries. The income, social class, age and sex of target customers may differ dramatically between two different countries.