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Marketing across cultures PDF

594 Pages·2005·7.094 MB·English
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Marketing Across Cultures Fourth Edition Jean-Claude Usunier Julie Anne Lee MAC_A01.qxd 18/10/2005 1:09 PM Page i Marketing Across Cultures .. MAC_A01.qxd 18/10/2005 1:09 PM Page ii We work with leading authors to develop the strongest educational materials in marketing, bringing cutting-edge thinking and best learning practice to a global market. Under a range of well-known imprints, including Financial Times Prentice Hall, we craft high quality print and electronic publications which help readers to understand and apply their content, whether studying or at work. To find out more about the complete range of our publishing, please visit us on the World Wide Web at: www.pearsoned.co.uk Visit the Marketing Across Cultures, fourth edition Companion Website at www.pearsoned.co.uk/usunier to find valuable student learning material including: n Links to relevant sites on the web n Additional case study materials .. MAC_A01.qxd 18/10/2005 1:10 PM Page iii Marketing 4th edition Across Cultures Jean-Claude Usunier Julie Anne Lee .. MAC_A01.qxd 18/10/2005 1:10 PM Page iv Pearson Education Limited Edinburgh Gate Harlow Essex CM20 2JE England and Associated Companies throughout the world Visit us on the World Wide Web at: www.pearsoned.co.uk 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 system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording or otherwise, without either the prior written permission of the publisher or a licence permitting restricted copying in the United Kingdom issued by the Copyright Licensing Agency Ltd, 90 Tottenham Court Road, London W1T 4LP. All trademarks used herein are the property of their respective owners. The use of any trademark in this text does not vest in the author or publisher any trademark ownership rights in such trademarks, nor does the use of such trademarks imply any affiliation with or endorsement of this book by such owners. 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. .. MAC_A01.qxd 18/10/2005 1:10 PM Page v 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 .. MAC_A01.qxd 18/10/2005 1:10 PM Page vi .. MAC_A01.qxd 18/10/2005 1:10 PM Page vii 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 .. MAC_A01.qxd 18/10/2005 1:10 PM Page viii 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 .. MAC_A01.qxd 18/10/2005 1:10 PM Page ix 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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