Download or read book Influences of Asian Cultural Identity on Global Marketing Strategies written by Emily Bloom and published by GRIN Verlag. This book was released on 2015-10-30 with total page 19 pages. Available in PDF, EPUB and Kindle. Book excerpt: Seminar paper from the year 2014 in the subject Cultural Studies - Miscellaneous, grade: 1,0, University of Greenwich, language: English, abstract: This paper discusses the influence of Asian cultural identity on Global Marketing. Over the course of the past decades globalisation has had a great impact on the every day lives of people around the globe. Due to the advances in technology and new inventions, such as the internet and therefore the diminishing of boundaries, people from various countries of the world are now more than ever able to be connected to each other, travel and overcome far distances, as well as purchase and consume products and services from all over the world. The benefits of globalisation not only influence people in their daily lifes, but can also be applied to the way in which companies organise themselves as well as operate in their home and foreign markets. The rise of global companies that sell and market products in foreign countries affected organisational work and created the need for global marketing strategies. In order for these strategies to work the different cultural backgrounds and values of customers need to be taken into account. Mooij supports this idea by pointing out, that in order for marketing or advertising to be effective it “must include values that match the values of the consumers being addressed“ (Mooij, 1998, p.91). Mooij explains further, that the way in which consumers behave and are motivated largely depends on their culture, which is why marketing strategies need to be relevant to the culture of the consumer they are trying to address (Mooij M. D., 1998). This explains why marketing managers today face a number of challenges and are influenced by the cultural identity of the country they are marketing a product in. Asia has one of the largest economies of the world which makes it extremely attractive for companies seeking to expand globally. East Asia alone is home to about 20 percent of the world’s population and is likely to make up an equally high share of the world trade (Chaze, 2010). In the following, this essay will try to explain how the Asian culture in terms of group, family and status orientation might culturally influence the way in which foreign companies market their products to Asian consumers as well as discuss possible practical measures that should be taken by international marketers in this context.

Download or read book Consumer Behavior in Asia written by Erdener Kaynak and published by Routledge. This book was released on 2014-06-23 with total page 140 pages. Available in PDF, EPUB and Kindle. Book excerpt: Understand the Asian consumer’s demands and effective marketing strategies! The emergence of China as a viable consumer market has created tremendous opportunities for international or multinational firms looking for market entry or expansion in China. At the same time, the evolution of the Chinese economy and the increasing heterogeneity of Chinese consumers also pose a great deal of challenges for global marketers trying to assess and evaluate the Chinese market. Consumer Behavior in Asia: Issues and Marketing Practice will help marketers and market researchers understand Asia’s consumer market by providing you with a consumer segmentation of China’s 1.25 billion population as it explores Asia’s cultural values, consumer perceptions, and attitudes. From this book, you will discover everything from perceptions and preferences toward advertising and different consumer goods to the emergence and growth of different upper class sectors. Consumer Behavior in Asia provides you with demographics, psychographics, and life-styles of Asian consumers to assist you in successfully entering the Asian market. Academics and business executives will be able to examine the emergence of the Asian markets and focus on the similarities and differences of Asian consumers with Western counterparts. Consumer Behavior in Asia will enable you to accurately assess market demands and enact effective marketing strategies. With this essential book you will explore several studies that reveal information on Asian consumers, including: marketing strategies for firms to adjust and thrive as fast food providers in Asia market segmentation considerations for rural and urban areas a complete outline of China’s population segments, buying preferences, and spending power consumer decisions based on the country-of-brand and brand of product Asian generation X-ers’perceptions toward advertising influences of cultural forces on consumer behavior, such as the importance of gift giving Consumer Behavior in Asia provides you with a complete overview of China’s economy and highlights the attractiveness of the growing market. The plethora of business opportunities in China is epitomized by the encouraging words one would say to an ambitious merchant--“Go west, young man--to the East!”

Download or read book Global Marketing and Advertising written by Marieke K. de Mooij and published by SAGE Publications, Incorporated. This book was released on 1998 with total page 344 pages. Available in PDF, EPUB and Kindle. Book excerpt: For additional materials, please contact the author directly: www.mariekedemooij.com Cultural diversity influences marketing and advertising at all levels: consumer behaviour, research methodology, philosophies of how advertising works, advertising strategy, concept and execution. What the field has been lacking is a knowledge base of cultural differences and similarities, that can be used for developing global strategies. This book presents such a knowledge base, a structure to understand the consequences of culture for marketing and advertising.

Download or read book Global Marketing and Advertising written by Marieke de Mooij and published by SAGE. This book was released on 2021-09-22 with total page 434 pages. Available in PDF, EPUB and Kindle. Book excerpt: Packed with cultural, company, and country examples, this book offers a mix of theory and practical applications covering globalization, global branding strategies, classification models of culture, and the consequences of culture for all aspects of marketing communications. The author helps define cross cultural segments to better target consumers across cultures and features content on how culture affects strategic issues, such as the company′s mission statement, brand positioning strategy, and marketing communications strategy. It also demonstrates the centrality of value paradoxes to cross cultural marketing communications, and uses the Hofstede model or other cultural models to help readers see why strategies based on cultural relationships in one country cannot be extended to other countries without adjustments. Updates to the new edition include: Up-to-date research on new topics, including: culture and the media, culture and the Internet, and a more profound comparison of the different cultural models. Includes discussion of how Covid-19 has impacted globalization. More examples from major regions and countries from around the world. Broader background theory on how people use social media and extensive coverage of consumer behavior A range of online instructor resources complement the book, including downloadable advertising images from the book, chapter-specific questions and key points, and video examples of advertising from around the world.

Download or read book Proceedings of the 1996 Multicultural Marketing Conference written by Pravat K. Choudhury and published by Springer. This book was released on 2015-05-19 with total page 404 pages. Available in PDF, EPUB and Kindle. Book excerpt: This volume includes the full proceedings from the 1996 Multicultural Marketing Conference presented by the Academy of Marketing Science (AMS) and Old Dominion University in Virginia Beach, Virginia. The focus of the conference and the enclosed papers is on marketing to various ethnic groups in both a US and global context. It presents papers on various multicultural issues across the entire spectrum of marketing activities and functions including marketing management, marketing strategy and consumer behavior. Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complimenting the Academy’s flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review. Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science.

Download or read book Marketing and Consumer Identity in Multicultural America written by Marye C. Tharp and published by SAGE Publications, Incorporated. This book was released on 2001-02-06 with total page 482 pages. Available in PDF, EPUB and Kindle. Book excerpt: Massive demographic upheavals are changing the societal identities of American consumers and disrupting the effectiveness of traditional marketing techniques. The so-called mass market is dissolving into smaller groups of consumers who express distinctive ethnic, age-related, or lifestyle values by what they buy and how they buy it. Consumers in different subcultures speak different languages, read different magazines, watch different networks on TV, and buy in different places. The lesson for marketers is clear -- a single marketing campaign may no longer effectively reach a broad spectrum of consumers. Marketers and advertisers hoping to attract large numbers of American consumers must build relationships by mirroring the values and multiple identities of various groups. Marketers need tools to link their efforts to consumers within several subculture communities. Marketing and Consumer Identity in Multicultural America presents strategies and tools for marketers seeking to reach these emerging subcultures. Chapter 1 introduces the phenomenon of multiculturalism in America and its impact on marketing. Chapter 2 introduces the seven key shifts from traditional thinking that marketers must make to thrive in a multicultural world (e.g., from "market segmentation" to "market identification"). Chapters 3 through 7 profile five key subculture groups -- the elderly, Latinos, African Americans, gays and lesbians, and Asian Americans. Chapter 8 profiles several emerging groups, and chapter 9 is a comprehensive summary of marketing attitudes and techniques that are critical to success in this new multicultural environment.

Download or read book Research Frontiers on the International Marketing Strategies of Chinese Brands written by Zuohao Hu and published by Routledge. This book was released on 2016-08-05 with total page 217 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book proposes a theoretical framework identifying external and internal factors that influence internationalization strategy of Chinese brands and brand performance. It explores several key strategies e.g. standardization versus adaptation, price leadership versus branding, OBM export versus OEM export, and incremental versus leap-forward internationalization model. The relationships are examined between various international marketing mix e.g. distribution channel and pricing strategies, and brand performance. Through case studies the text also analyses the internationalization of contract-based firms.

Download or read book Consumer Behaviour in Asia written by Hellmut Schütte and published by Springer. This book was released on 2016-07-27 with total page 288 pages. Available in PDF, EPUB and Kindle. Book excerpt: Success in the Asian market is crucial to many firms. Yet many marketing strategies are based on a 'western' perspective of what consumers want and respond to. In Consumer Behaviour in Asia , the authors argue that Asian culture is so fundamentally different to Western Culture that existing consumer behaviour concepts cannot be applied to Asian consumers. In this book the authors outline and explain these differences and put forward modifications to many well-known consumer behaviour concepts. Consumer Behaviour in Asia shows how firms need to modify their marketing strategies in such areas as segmentation, positioning and the marketing mix in order to successfully penetrate these markets.

Download or read book Analyzing the Cultural Diversity of Consumers in the Global Marketplace written by Alcántara-Pilar, Juan Miguel and published by IGI Global. This book was released on 2015-04-30 with total page 430 pages. Available in PDF, EPUB and Kindle. Book excerpt: The key to any marketing strategy is finding a way to reach and appeal to the consumer. In the case of a diverse consumer pool, marketers must strive to direct their promotional efforts to appeal to a global customer base. Analyzing the Cultural Diversity of Consumers in the Global Marketplace explores the strategies associated with promoting products and services to a culturally-diverse target market. Providing innovative solutions for global brands, this publication is ideally designed for use by marketing professionals, executives, students, as well as researchers.

Download or read book Proceedings of the 1998 Multicultural Marketing Conference written by Jean-Charles Chebat and published by Springer. This book was released on 2015-05-19 with total page 568 pages. Available in PDF, EPUB and Kindle. Book excerpt: ​This volume includes the full proceedings from the 1998 Multicultural Marketing Conference held in Montreal, Canada. The focus of the conference and the enclosed papers is on marketing to various ethnic groups in both a US and global context. It presents papers on various multicultural issues across the entire spectrum of marketing activities and functions including marketing management, marketing strategy, and consumer behavior. Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complimenting the Academy’s flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review. Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science.​

Download or read book Cultural Influences on Consumer Goods Marketing in China written by Mark Fernandez and published by GRIN Verlag. This book was released on 2020-01-21 with total page 165 pages. Available in PDF, EPUB and Kindle. Book excerpt: Master's Thesis from the year 2015 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,0, TU Bergakademie Freiberg (Professur für Englische Fachsprache der Wirtschaftswissenschaften und technischen Wissenschaften), language: English, abstract: In recent years, China has witnessed the most skyrocketing economic growth in history. For Germany, China has become the third most important trading partner. Especially for German key industries like the automotive branch and mechanical engineering, the Chinese market has become vitally important. The shift from a seller’s market to a buyer’s market in China with an excess of supply over demand is accompanied by extreme competition between countless suppliers, which forces competing companies to implement efficient and effective marketing strategies in order to acquire customers. Cultural factors in China and Germany differ so much that they affect the entire success of business. They act as invisible barriers that must be overcome, not only in order to build competitive advantages, but in order to be competitive at all. When entering the Chinese market, foreign firms must consider that they will operate in a completely different culture, in which perception, communication, norms, values and other aspects cannot be compared to their respective German counterparts. As this thesis will show, many foreign firms fail in the Chinese market due to their inadequate altercation with cultural specifics, an unwillingness to adapt their strategy to the cultural environment, or a product-market mismatch based on cultural dissimilarities. In order to implement marketing strategies flexibly and effectively in a completely different environment for a completely different target clientele, it is indispensable for German marketers to learn about Chinese culture mindfully. Therefore, the main objective of this work is to prepare German marketing professionals for conducting marketing activities in the Chinese market by demonstrating the impact of culture on marketing, making German marketers more familiar with Chinese culture, and by providing useful advice for their marketing strategies.

Download or read book Ethnic Marketing written by Guilherme Pires and published by Routledge. This book was released on 2014-12-05 with total page 391 pages. Available in PDF, EPUB and Kindle. Book excerpt: A globalization process epitomised by historically large cross-border population movements with rapidly improving networking and communication technologies, has resulted in the growth of ethnic diversity across newly industrialised economies. Instead of adapting to a dominant, host country culture, many ethnic minorities seek to preserve their identities, both as diasporic communities and within their adopted countries. For marketers it has been recognised as crucial to understand the unique needs of these individuals and to develop superior marketing strategies that meet their preferences. Ethnic Marketing shows the rich opportunities that ethnic minority communities have to offer, as well as offering instruction on the design and implementation of effective social and business marketing strategies. The text offers practical guidance on assessing the needs of individual ethnic communities and a guide to marketing to these communities within various countries. Since the publication of Pires' and Stanton's 2005 book there has been continuing changes in the political, social and economic environment in many countries which have growing ethnic minorities. Incorporating new research across disciplines on the marketing relevance of ethnic minorities, this book also integrates contributions and excerpts from in-depth interviews conducted with leading marketing experts, whose views and insights stimulate discussion and result in in an invaluable guide to best practice in ethnic marketing across the world, plus expert insights into the future of this dynamic area. This is an excellent resource for researchers and advanced marketing students taking both postgraduate and undergraduate courses in marketing management or strategy, as well as government, marketing practitioners and businesses seeking ways to reach ethnic communities.

Download or read book Cultural Influences on Global Marketing Preliminary Edition written by Constantine Polychroniou and published by Cognella Academic Publishing. This book was released on 2018-12-31 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt:

Download or read book The Routledge Companion to Ethnic Marketing written by Ahmad Jamal and published by Routledge. This book was released on 2015-06-19 with total page 539 pages. Available in PDF, EPUB and Kindle. Book excerpt: The globalization of marketing has brought about an interesting paradox: as the discipline becomes more global, the need to understand cultural differences becomes all the more crucial. This is the challenge in an increasingly international marketplace and a problem that the world's most powerful businesses must solve. From this challenge has grown the exciting discipline of ethnic marketing, which seeks to understand the considerable opportunities and challenges presented by cultural and ethnic diversity in the marketplace. To date, scholarship in the area has been lively but disparate. This volume brings together cutting-edge research on ethnic marketing from thought leaders across the world. Each chapter covers a key theme, reflecting the increasing diversity of the latest research, including models of culture change, parenting and socialization, responses to web and advertising, role of space and social innovation in ethnic marketing, ethnic consumer decision making, religiosity, differing attitudes to materialism, acculturation, targeting and ethical and public policy issues. The result is a solid framework and a comprehensive reference point for consumer researchers, students, and practitioners.

Download or read book Consumer Behavior in Asia written by Hellmut Schütte and published by NYU Press. This book was released on 1998-12-01 with total page 272 pages. Available in PDF, EPUB and Kindle. Book excerpt: Asia currently accounts for a quarter of the world economy and half of the world's population. Few international companies can afford to ignore a market of such size and importance. Yet despite the centrality of Asia as a market, there exists a remarkable dearth of marketing theory specific to Asia. Cultural differences strongly influence consumer behavior. In the West, an effective brand name will be short, distinctive, memorable, and indicative of the product's functions. In Asia, however, a strong belief in luck and fate means that additional qualities, such as whether the characters which make up a product name are "lucky" ones, has a significant effect on brand attitude. Successful sales and marketing strategies in Asia must be rooted in an understanding of the cultural differences which affect Asian consumers' buying patterns. Consumer Behavior in Asia provides an invaluable guide to Western companies seeking to maximize their marketing success in Asia. Drawing on illustrations from a variety of Asian markets, the volume outlines the differences between Asian and Western cultures along cultural dimensions such as religion, tradition, and philosophy, explaining the effect such differences have on communication styles, brand loyalty, perceptions of products offered, and effective advertising methods.

Download or read book Consumer Identity and Global Branding Strategies written by and published by GRIN Verlag. This book was released on 2022-09-29 with total page 23 pages. Available in PDF, EPUB and Kindle. Book excerpt: Essay from the year 2021 in the subject Economics - Other, grade: 98, , course: Bs. economics, language: English, abstract: Consumer trends have undergone through constant changes over the last few years as globalisation continues to influence consumption behaviours. A modern-day shopping mall in Shanghai, such as ALDI, offers a comparable customer experience as ALDI's store in Germany. This trend transcends in many other shopping malls globally due to globalised retail stores and product lines. Online market spaces also provide parallel browsing and e-consumption experiences globally. Shavitt and Barnes (2020) postulate that new consumption behaviours and preferences depict globalised trends and convergences, especially in the retail sector. Despite these commonalities, the concept of global consumer identity manifests unique features that have considerable impacts on consumption behaviours at regional and global scales.

Download or read book Marketing in a Multicultural World written by Janeen Arnold Costa and published by SAGE Publications, Incorporated. This book was released on 1995-04-05 with total page 341 pages. Available in PDF, EPUB and Kindle. Book excerpt: The latest theories on cultural identity and the impact of ethnicity on the practice of marketing are presented in this timely book. Issues addressed include: various ethnic responses to marketing strategies; marketing and ethnicity in developing countries and emerging capitalist nations; the effect of ethnicity on product evaluation and choice; the use of consumer goods and services to express ethnicity; and the involvement of specific ethnic groups in various aspects of the marketing profession.