CHAPTER 14
Cross-Cultural Consumer Behavior:
An International Perspective
1.
Key Concepts
Elimination of trade barriers
International expansion

Will the elimination of trade barriers among the countries of the European Union
change consumer behavior in these countries? How can U. S. companies take
advantage of the economic opportunities emerging in Europe?

With all the problems facing companies that go global, why are so many
companies choosing to expand internationally? What are the advantages of
expanding beyond the domestic market?
2.
Key Concepts
Cultures
Cross-cultural consumer analysis
Cultural research

Are the cultures of the world becoming more similar or more different? Discuss.

What is cross-cultural consumer analysis? How can a multinational company use
cross-cultural research to design each factor in its marketing mix? Illustrate your
answer with examples.
3.
Key Concepts
Global promotional strategies
World brands

What are the advantages and disadvantages of global promotional strategies?

Should Head & Shoulders shampoo be sold worldwide with the same
formulation? In the same package? With the same advertising theme? Explain
your answers.

If you wanted to name a new product that would be acceptable to consumers
throughout the world, what cultural factors would you consider?
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
4.
What factors might inhibit an attempt by Apple to position a new laptop computer
as a world brand?
Key Concepts
Cross-cultural research
Cross-cultural psychographic segmentation

An American company is introducing a line of canned soups in Poland. (a) How
should the company use cross-cultural research? (b) Should the company use the
same marketing mix it uses in the United States to target Polish consumers? (c)
Which, if any, marketing mix components should be designed specifically for
marketing canned soups in Poland? Explain your answers.

Mercedes-Benz, a German car manufacturer, is using cross-cultural
psychographic segmentation to develop marketing campaigns for a new twoseater sports car model directed at consumers in different countries. How should
the company market the car in the United States? How should it market the car in
Japan?

What advice would you give to an American retailer who wants to sell women’s
clothing in Japan?

Interview a student from another culture about his or her use of (a) credit cards,
(b) fast-food restaurants, (c) shampoo, and (d) sneakers. Compare your
consumption behavior to that of the person you interviewed and discuss any
similarities and differences you found.
5.
Key Concepts
Cross-cultural marketing mistakes

Much has been written about the problems at Euro Disney, the Walt Disney
Company’s theme park and resort complex, which opened in France in April
1992. These difficulties were largely attributed to Disney’s lack of understanding
of European (particularly French) culture, and the company’s failure to modify its
American theme park concept to fit the preferences and customs of European
visitors. Discuss how the Walt Disney Company could have used input from
cross-cultural analysis in better designing and operating Euro Disney, using a
computerized literature search about Euro Disney from your school’s library.

Select two of the marketing mistakes discussed in the text. Discuss how these
mistakes could have been avoided if the companies involved had adequately
researched some of the issues listed in Table 14-6.
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