Marketing Across Cultures

594 Pages·2012·5.78 MB·English

Marketing Across
Cultures
Fourth Edition

Jean-Claude Usunier
Julie Anne Lee
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Marketing Across Cultures

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Marketing
4th edition
Across Cultures
Jean-Claude Usunier
Julie Anne Lee

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Pearson Education Limited
Edinburgh Gate
Harlow
Essex CM20 2JE
England
and Associated Companies throughout the world
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First published 1992
Second edition published 1996
Third edition published 2000
Fourth edition published 2005
© Prentice Hall Europe 1992, 1996
© Pearson Education Limited 2000, 2005
The rights of Jean-Claude Usunier and Julie Anne Lee to be identified as authors
of this work have been asserted by them in accordance with the Copyright, Designs
and Patents Act 1988.
All rights reserved. No part of this publication may be reproduced, stored in a retrieval
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ISBN 0 273 68529 5
British Library Cataloguing-in-Publication Data
A catalogue record for this book is available from the British Library
Library of Congress Cataloging-in-Publication Data
Usunier, Jean-Claude.
Marketing across cultures / Jean-Claude Usunier, Julie Lee. – 4th ed.
p. cm.
Includes bibliographical references and index.
ISBN 0-273-68529-5 (alk. paper)
1. Export marketing – Social aspects. 2. International business enterprises –
Social aspects. 3. Intercultural communication. I. Lee, Julie, 1948– II. Title.
HF1416.U85 2005
658.8′4—dc22
2004057632
10 9 8 7 6 5 4 3 2
09 08 07 06 05
Typeset in 10/12pt Minion by 35
Printed by Ashford Colour Press Ltd., Gosport
The publisher’s policy is to use paper manufactured from sustainable forests.
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Brief contents
Introduction: Marketing in the global villages xv
Acknowledgements xix
Part 1 The cultural variable in international marketing 1
Introduction to Part 1 2
1 The cultural process 4
2 Cultural dynamics 1: Time and space 21
3 Cultural dynamics 2: Interactions, mindsets and behaviours 50
Part 2 The integration of local consumption in a global
marketing environment 83
Introduction to Part 2 84
4 Cross-cultural consumer behaviour 86
5 Local consumers and the globalization of consumption 118
6 The convergence of marketing environments worldwide 155
7 Cross-cultural market research 181
Part 3 Marketing decisions for the intercultural environment 215
Introduction to Part 3 216
8 Intercultural marketing strategy 218
9 Product policy 1: Physical, service and symbolic attributes 248
10 Product policy 2: Managing meaning 285
11 The critical ro le of price in relational exchange 316
12 International distribution and sales promotion 341
Part 4 Intercultural marketing communications 371
Introduction to Part 4 372
13 Language, culture and communication 374
14 Intercultural marketing communications 1: Advertising 409
15 Intercultural marketing communications 2: Personal selling,
networking and public relations 457
16 Intercultural marketing negotiations 1: People, trust and tasks 494
17 Intercultural marketing negotiations 2: Some elements of national
styles of business negotiation 534
Postscript 548
Author Index 550
Subject Index 567
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Contents
Introduction: Marketing in the global villages xv
Acknowledgements xix
Part 1 The cultural variable in international marketing
1
Introduction to Part 1 2
1 The cultural process 4
1.1 Defining culture 4
1.2 Elements of culture 6
1.3 Culture and nationality 9
1.4 Culture and competence 13
1.5 Culture and social representations 15
Questions 16
Notes 17
References 17
Appendix 1: Teaching materials 19
A1.1 Critical incident: An old lady from Malaysia 19
A1.2 Critical incident: The parable 19
A1.3 Reading: Body rituals among the Naciremas 20

2 Cultural dynamics 1: Time and space 21
2.1 A model of action based on cultural assumptions 21
2.2 Time: Cross-cultural variability 23
2.3 Space 29
2.4 Cultural borrowing and change in societies 35
2.5 Cultural hostility 38
Questions 40
Notes 42
References 42
Appendix 2: Teaching materials 45
A2.1 Cross-cultural scenario: Inshallah 45
A2.2 Cross-cultural interaction: Engineering a decision 45
A2.3 Cross-cultural interaction: Opening a medical office in Saudi Arabia 46
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viii Contents
A2.4 Reading: Language and time patterns: The Bantu case 47
A2.5 Exercise: World picture test 48
3 Cultural dynamics 2: Interactions, mindsets and
behaviours 50
3.1 Concept of the self and others 50
3.2 Interaction models 56
3.3 Culture-based attitudes towards action 64
3.4 How to relate thinking to action 68
3.5 Dealing with desires and feelings 70
3.6 Coping with rules 72
3.7 Cultural assumptions and actual behaviour 75
Questions 77
Notes 78
References 78
Appendix 3: Teaching materials 81
A3.1 Critical incident: An American in Vietnam 81
A3.2 Rationales for A2.1 (cross-cultural scenario) and sections A2.2 and
A2.3 (cross-cultural interactions) 81
Part 2 The integration of local consumption in a global
marketing environment
83
Introduction to Part 2 84
4 Cross-cultural consumer behaviour 86
4.1 Culture and consumer behaviour 88
4.2 The influence of culture on selected aspects of consumer behaviour 93
4.3 Investigating the cross-cultural applicability of consumer behaviour
concepts 96
4.4 Ethnic consum ption 100
4.5 Marketing as an exchange of meanings 102
4.6 Conclusion 105
Questions 105
Notes 105
References 106
Appendix 4: Teaching materials 111
A4.1 Exercise: ‘Ditcher’s consumption motives’ 111
A4.2 Exercise: Investigating the cross-cultural applicability of a consumer
complaint scale 112
A4.3 Case: Mobile phones in the European Union 112
A4.4 Exercise: Cross-cultural consumer behaviour and the standardization/
adaptation of service offers 115
A4.5 Exercise: Multidomestic versus Global 116
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Contents ix
5 Local consumers and the globalization of consumption 118
5.1 Free trade doctrine and the denial of cultural variety in consumers’ tastes 119
5.2 The global convergence of consumption patterns 121
5.3 The emergence of a global consumer culture 123
5.4 Local products and consumption experiences 126
5.5 Local consumer cultures and resistance to change 131
5.6 Emergent patterns of a mixed local/global consumer behaviour 135
Questions 138
Notes 139
References 140
Appendix 5: Teaching materials 145
A5.1 Case: Setting the stage – Disneyland Resort Paris 145
A5.2 Case: Papa Ingvar’s worries 150
6 The convergence of marketing environments
worldwide 155
6.1 Local marketing environments 155
6.2 Marketing: Borrowed concepts and practices 159
6.3 Regional convergence 162
6.4 A diverse marketing environment: The European Union 163
6.5 A changing marketing environment: Eastern Europe 168
6.6 A challenging marketing environment: East Asia 171
6.7 Limitations to the worldwide convergence of marketing environments 173
Questions 174
Note 174
References 174
Appendix 6: Teaching materials 177
A6.1 Case: Muslim Cola: Cola wars or cola crusades? 177
A6.2 Case: Odol 179
7 Cross-cultural market research 181

7.1 Equivalence in cross-cultural research 182
7.2 Translation equivalence 185
7.3 Measure equivalence 189
7.4 Comparability of samples 192
7.5 Data-collection equivalence 194
7.6 Researching internationally 198
7.7 Conclusion 202
Questions 203
Notes 203
References 205
Appendix 7: Teaching materials 209
A7.1 Case: Mobile phones in the European Union 209
A7.2 Exercise: Hair shampoo questionnaire 209
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