消費者行為學第十章

消費者行為學第十章Keystudyingpoints學習要點ImportanceofGlobalThinkinginMarketing全球思維的重要性StructureofGlobalMarkets

全球市場的結構GlobalmarketingStrategy

全球市場營銷戰(zhàn)略2023/4/28210.1.GlobalConsumerMarkets10.1.1全球營銷戰(zhàn)略GlobalmarketingStrategyTheforcesaffectingglobalizationofmarketsandinternationalcompetitionhavebeenidentifiedbyMichaelPortertoincludethefollowing:

邁克爾.波特確定出了幾個主要影響市場全球化和國際競爭的因素:Growingsimilaritiesintermsofavailableinfrastructure,distributionchannels,andmarketingapproaches;

各國在基礎設施、分銷渠道、營銷方法的日益增長的相似性；Fluidglobalcapital資本市場的流動性2023/4/283Technologicalrestructuringandtheintegratingroleoftechnology技術重組與技術整合Newglobalcompetition新的全球競爭者2023/4/28410.1.2全球營銷思維的重要性ImportanceofGlobalThinkinginMarketingMulti-nationalenterprisesandglobalcompanies跨國公司和全球化公司——大小公司均可成為全球化公司Thecontentsofglobalizationthinking全球化思維的內涵——利用全球資源是關鍵Interactionofcultures文化的交融2023/4/28510.1.3全球市場結構StructureofGlobalMarketsPopulation人口狀況Thetendsofglobalpopulation全球化人口趨勢Rapidgrowthdespitefallingfertilityindevelopingnations發(fā)展中國家人口迅速增長，盡管出生率下降；Prolongedbelow-replacementfertilityindevelopednations發(fā)達國家的低出生率的繼續(xù)走低；（資料1.資料2）Rapidurbanizationinlessdevelopedcountries,withunprecedentedmigrationfromLDCstomoreaffluentindustrializednations次發(fā)達國家的迅速城市化,貧窮國家大量向富裕國家移民。2023/4/28610.1.4快速和慢速增長的市場FastandSlowGrowthMarkets出生率不足的問題BirthDearth(西方發(fā)達國家）快速增長的人口Fast-Growthpopulations（2011年10月30日達到70億，預計2050年達到90億）經濟資源與市場吸引力EconomicandResourcesandMarketAttractiveness人口與經濟都增長的國家最具吸引力人均收入人均國內生產總值GDP(GrossDomesticProduct)percapita人口自然增長率壽命期城市人口2023/4/287ChangingTendencyofGlobalMarkets全球市場變化趨勢GrowingofNewMarkets新興市場的崛起壯大（如中國、印度）Developedcountriescontinuallyconcernhealthandmaterialcultureofindividuals.發(fā)達國家繼續(xù)關注個人的健康和物質文化。Innextdecade,thegapsbetweenpoorandrichwillbecomewiderduetopoorpopulationgrowingfasterthantheirincome.由于貧窮人口增長大于收入的增長，在下一個十年貧富差距會擴大。2023/4/288Inthetradesbetweensouthandnorth,thegapsbetweencountrieswillbebigger.南北貿易中，國家間的技術水平差距加大。Theilliteracyamountofdevelopingcountrieswilldecline.發(fā)展中國家的文盲數(shù)量下降。MoreEasternEuropeancountrieswilljointintoEU.東歐國家將加入歐盟。2023/4/289Globalconsumertrends全球新消費趨勢Fluidlives不固定的生活Simplypleasures簡單的娛樂Responsiblelivings對生活負責Questhealthandwellness健康與健壯的平衡Consumerincontrol消費者掌控Keepingitreal保持真實2023/4/2810Thesub-trendsforFluidLivesare:流動生活下的追求SimplebyDesign–solutionsthatreducecomplexityorsavetime.簡化的款式WindingDown–talksaboutslowingdownandescapingtorechargethebodyandmind

放松和逃離壓力ConvenientlyThere-Describestheneedforeverimprovedconvenienceandportability追求方便GuidedChoice–waystomakegoodchoicesquicklyandeasily選購指導PeakPerformance–Managingyourphysicalandmentalperformancethroughouttheday希望自己能有最佳表現(xiàn)2023/4/2811Thesub-trendsforsimplypleasureare：

簡單娛樂下的需求FunandPlay–enjoymentthroughplayandnovelty.

好玩和新鮮。Co-Creation–Theenjoymentandfunofbeingpartofthecreativeprocess.好玩成為創(chuàng)新的一部分。EnhancedSensations–Desireforintensifiessensoryexperiences.加深感知和體驗。SeekingConnections–Making,maintainingordeepeningconnectionswithothers.尋求與其他人之間的聯(lián)系。RichRewards–Indulgentexperiencesthatofferrespiteandreward.放縱之后放松與回報PassionandPurpose–Experiencesthatintroducenewmeaning,purposeorgoalsinlife.體驗新的人生的意義、目的或目標。2023/4/2812ThesubtrendsforSustainableLivesinclude:追求可持續(xù)的生活方式ConservingResources–livinginaworldwhereresourcesareincreasinglyinshortsupply.節(jié)約資源GoodCauses–explainshowconsumersaresupportingaworthycausethroughpurchasechoices.給購買決策正當理由FairTreatment–isabouttreatinganimalsandpeoplefairlyintheproductionprocess.公平與善待ClimateConscious–focusesonprotectingtheworld’senvironmentandbiodiversity.全球氣候意識WaronWaste–highlightsthedrivetoreducethewastefulresultsofconsumption.向浪費宣戰(zhàn)2023/4/2813ThesubtrendsforQuestforHealth&Wellnessare：追求健康與健壯的平衡ProactivePrevention–Proactivelydefendingthebodyagainstfutureillnessviahealthierchoices.預先防范FindingBalance–Lookingforemotionalandphysicalbalancevianutritionandlifestyle.通過營養(yǎng)和生活方式尋求情感和身體健康的平衡ImageControl–Managingweightandexternalappearance.外形控制。GoodStart–Ensuringchildrengetthebeststartinlife.好的開端NaturallyGood–searchingforthebestfromnaturetoimprovehealth.追求自然好。CopingStrategies-usingorexcludingproductsinaresponsetomoderndayailments.通過使用和杜絕產品來應對現(xiàn)代疾病。

2023/4/2814Thesub-trendsforConsumersinControlare：控制消費RedefiningValue–deepeningdesireforgoodvaluebeyondthepricealone.重新定義希望的價值，不僅以價格來定義。ExpertStatus-growthinpursuitofknowledgeanddiscernmentforidentityandstatus.重視專家意見。TangibleBenefits–focusingonproofofrealtangiblebenefitsandestablishedquality.看重有形的價值與質量CounselledConsumption–theriseofspecialistadvisorsandpeerreviewsforallconsumptions.看重消費忠告（專家意見）ExclusiveChoices-thereisagrowingdemandforexclusivityandrarity.追求獨特和稀有消費。

2023/4/2815Thesub-trendsforKeepingitRealare：保持真實

BacktoBasics–adoptingtraditionalapproachesandskillstomeettoday’sneeds.以返璞歸真應對今天的需要。CelebratingTradition–takingthebesttraditionandheritagetomeetmoderntastes.弘揚傳統(tǒng)Craftsmanship–thereisarisinginterestinthepeopleandartisanskillsbehindproducts.欣賞手工BehindtheScenes–Transparencyisnowamarkofqualityandtrust.了解幕后——透明是質量和信任的標志。PassionforPlace–Weareseeingagrowinginterestoriginasamarkofqualityandtrust.對原產地的熱衷EmbracingtheSeasons–growinginterestinconsumingseasonalproduce.追捧季節(jié)品2023/4/2816

TheNewP’sofMarketing

新的營銷組合Protection:Protectingconsumersfromuncertaintyandrisk。保護Practical:Helpingconsumerstoplanandbemoreself-reliant。實用-幫助消費者計劃和自行決策。Permission:Encouragingconsumerstomakeconnectionsandseethepositivesofalifewithless。允諾——鼓勵消費者建立一身的聯(lián)系和積極的看待人生（以較小的花銷）。Purpose:Givingconsumersnewmeaningandpurposetotheirlives。給消費者新的生活的意義和目的。Pride:Re-buildingasenseofprideandachievement。重建自豪感和成就感。2023/4/28172023/4/281810.2CulturalAnalysisofGlobalmarkets對全球市場的文化分析Culturalanalysisinvolvestheabilitytounderstandandbeeffectiveincommunicatingwiththecorevaluesofasociety.

文化分析包括理解能力和用某個核心價值觀去有效的影響某個社會的能力。要適應而不是改變。Globalmarketersfindit’susefultotrackglobaltrendstopredictandbetterunderstandhowconsumersinvariouspartsoftheworldwillbechanging.

理解世界變化趨勢和世界各地的消費者的變化是十分重要的。2023/4/281910.2.1跨文化分析Cross-cultureAnalysisCross-culturalanalysisisthesystematiccomparisonofsimilaritiesanddifferencesinthematerialandbehavioralaspectsofcultures.跨文化分析是指系統(tǒng)地對文化、物質和行為方面的相似性和差異性進行對比。Culturalanalysisprovidesanapproachtounderstandingtheconsumerbehaviorofdiversenationsanddiversegroupswithinanation.文化分析提供了一條理解不同國家消費者和同一國家的不同群體的消費者行為的途徑。也是制定營銷戰(zhàn)略的基礎。2023/4/282010.2.2CanMarketingBeStandardized?市場營銷可以標準化嗎？StandardizationbasedonSimilarities基于相似性之上的標準化基于普遍性基礎上的市場營銷戰(zhàn)略LocalizationBasedonDifferences在差別基礎上的地方化ChoiceoftheEnterprises:企業(yè)的選擇：Goingglobalandactinglocal全球思維與地方行動2023/4/2821GlobalAdvertisingEffectiveness

全球廣告的有效性Adcharacteristicsthataresuitableforaglobalizedadvertisingapproach:適用于全球化的廣告的特征：Thecommunicationsmessageisbasedonsimilarlifestyles溝通信息是基于相似的生活方式之上；Theappealoftheadistobasichumanneedsandemotions廣告的表現(xiàn)是基于人類的需要和情感；Theproductsatisfiesuniversalneedsanddesires產品滿足的是普遍的需求和愿望2023/4/2822

Overcomethelangueobstacles戰(zhàn)勝語言障礙Standardizationmarketingmustovercomelangueproblems.標準化營銷方案必須克服語言障礙BackTranslation逆向翻譯BrandName品牌名稱ImplicationsofEnglishName英文名稱的含義Pronunciation發(fā)音Whetherthereisasimilarnameabroad是否在國外有同名或接近2023/4/282310.3ResearchMethodologyforCross-CulturalAnalysis跨文化分析的方法multi-attributemethodologyhasdominatedrecentconsumerbehaviorliterature多屬性分析法占重要地位Focusgroups,atraditionalformofconsumerresearch,arealsoapplicableonaglobalbasis.焦點小組訪談ContentAnalysis內容分析2023/4/2824泛太平洋地區(qū)的消費者行為

ConsumerBehaviorinthePacificRimIndia印度SouthKorea韓國Australia澳大利亞China中國Japan日本2023/4/282510.4.2拉丁美洲的消費者TheLatinAmericanConsumerNAFTA(北美自由貿易協(xié)議）hasincreasedU.S.-Mexicotrade.美國產品受歡迎。U.S.productsviewedfavorably.西班牙語很重要。Spanishlanguagevariationspossiblyimportant.2023/4/282610.4.3東歐的消費者TheEastEuropeanConsumer對西方產品的巨大需求。Westernproductsareinhugedemand收入低于西方或國家，但生產率正在提高。IncomeislessthaninwesternEurope,butproductivityisrisingafterpoliticalturmoilintheearly1990s.市場營銷需要理解不同的文化和商業(yè)實踐活動。Marketingrequiresanunderstandingofthedifferentculturesandbusinesspractices.2023/4/282710.4.4西歐消費者TheWestEuropeanConsumer歐盟包含了很多好國家。

TheEUcontainsmanynations,cultures,andlanguages不存在歐盟消費者一說。Thereisno“Euroconsumer”2023/4/282810.4.5非洲消費者TheAfricanConsumer非洲正在發(fā)生快速的變化。受過去殖民統(tǒng)治者的影響，非洲人通常講雙語。Africaischangingrapidly.Africansareoftenbilingual,speakingtheirownlanguageandthatofformerEuropeancolonialadministrators.講法語、英語和德語的當?shù)厝耍瑫鼩g迎法國、英國和德國的產品。ThecultureandbusinessclimateisstronglyinfluencedbyEuropewithFrancophone(formerFrenchcolony)countrieslikingFrenchproducts.AnglophonecountriesgivehighmarkstoBritishandGermangoods.

美國產品受高度關注，但只有富有的人能夠負擔得起。Americanproductsarehighlyregardedbutonlythewell-to-docanaffordthem.2023/4/282910.4.6跨文化問題的范圍Cross-CulturalProblemAreasTranslation翻譯NationalLanguagesandDialects各國的標準語言和地方語言Timeperception時間觀念Symbols符號象征Friendship友誼Etiquette禮節(jié)NonverbalBehavior非語言行為Country-of-OriginIssues原產國問題Ethnocentricity種族主義Animosity仇恨Bi-nationalproducts雙國產品2023/4/2830Translation翻譯促銷信息必須精確的翻譯。Promotionalmessagesmustbeaccuratelytranslated.避免錯誤的方法是“逆向翻譯”。Themethodusedtoavoidmistakesisbacktranslation.（逆向翻譯）Theprocessinvolvestranslatingthemessagebackandforthbydifferenttranslators.Inthiswaydifferencesinmeaningcanbeidentified.2023/4/2831Timeperception時間概念不同的國家時間觀念是不同的。Timeispreciousinwesterncultures.Howeverinmanyothercountries,timeismuchlessimportant.Astudywasperformedontheaccuracyofbankclocks,theaveragewalkingspeedofpedestriansonacitystreet,andhowlongittookpostalclerkstosellastinseveralcultures:日本人在時間方面最精確。Onallthreemeasures,Japanhadthemostaccurateandfastesttimes.美國人和英國人屬于第二和第三位。UnitedStatesandEnglandwereeithersecondorthirdoneach.印度尼西亞是時間觀念最松寬的地方。Indonesiatendedtohavethemostrelaxedpace.2023/4/2832Symbols符號象征（例子）7在加納、肯尼亞是不吉利的數(shù)字，但在印度、捷克是吉利的數(shù)字。7isunluckyinGhana,Kenya,luckyinIndiaandtheCzechRepublic.4在中國和日本是不吉利的數(shù)字。4isunluckyinJapan,China.8、3、2的發(fā)音在香港是好運的聲音。8,3,2soundgoodinHongKong.2023/4/2833Friendship友誼在中和日本友誼在一些情況下可能替代法律體系。InChina&Japanfriendshipisasubstituteforalegalsystem.Weviewfriendshipsasmoredisposable.關系是極為重要的。Guanxi(personalrelationships)areseenascritical.2023/4/2834Etiquette(禮節(jié)）擁抱和親吻Huggingandkissing在拉美比在亞洲更為流行。MoreprevalentinLatinAmericathanhere:lessprevalentinAsiathanhere.飲食習慣EatinghabitsJapaneseslurpnoodles,Indianmeals,someEuropeanswon’teatanyfoodwiththeirfingers.2023/4/2835Non-verbalBehavior非語言行為用與溝通的行為、動作和語調Actions,movementsandutterancesthatcommunicate.跳舞。InsomeRussianvillages,boysdancewithchairsuntilagirlindicatesinterest.SoinRussia,ItTakesOnetoTango.空間問題。Spacingissues語境。Context2023/4/2836原產地問題Country-of-OriginIssues雙國產品Bi-nationalproducts用Y國的材料在X過裝配?！癮ssembledinXusingmaterialsfromY.”日本公司的在墨西哥生產的產品。MadeinMexicobyaJapanese