MCS 2600 Chapter Notes - Chapter 13: Nova, Acculturation, Global Marketing

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

Document Summary

Global markeing strategy selling the same product using the same posiioning approach and communicaions globally. Local markeing strategy customizing both the product and the communicaions program for each unique market. Country-of-origin efects (ethnocentrism and cosmopolitanism: posiive efects: Consumers may take into efect the country of origin of products. (ex. Italy, perfume = france, consumer electronics = japan: negaive efects: Develop an animosity towards such countries. (ex. Cross-cultural consumer analysis the efort to determine to what extent the consumers of two diferent naions are similar or diferent. Measures of cross cultural aspects: judgments regarding the quality of country"s products, willingness to buy a country"s products, ethnocentrism one"s willingness to buy foreign made products, percepions of a countries consumpion culture, ethnic self-ideniicaion, naional self-ideniicaion. Acculturaion the process by which marketers learn via cross-cultural analysis about the values, beliefs, and customs of other cultures and then apply this knowledge to markeing products internaionally.