International Consumer Behavior in the 21st Century [electronic resource] : Impact on Marketing Strategy Development /
Samli, A. Coskun.author.
Over the past two decades, the face of the world consumer has truly changed. Goods are more available, information about these goods is more open and accessible, and the ability to buy these goods from any corner of the earth has become possible. As a result, international marketing is more important now than ever before. In this book, Josh Samli explores the challenges facing modern international marketers. He explains what it is to have successful communication with the target market: using social media to share consistent information about products and services, communicating directly with culture-driven consumers who already communicate online amongst themselves and with competitors, and mastering people-to-people communication with both privileged and non-privileged consumers. Any company dealing with international marketing must learn how to handle these new challenges in order to survive in the 21st century.
Description based upon print version of record.
International Consumer Behavior in the 21st Century; Preface; Information Needs and Information Use; The Communication Challenge; References; Acknowledgments; About This Book; Contents; Chapter 1: Introduction; The Impact of Globalization; The Forces Behind Globalization; Just What Are the Immediate Impacts?; Changing Consumer Characteristics; As Globalization Continues; The Two Critical Patterns; Problem Areas; References; Chapter 2: Developing a Competitive Advantage; Similarities or Dissimilarities; The Evolution of Competitive Advantage; Japanese Competitive Advantage
Current Status of Competitive AdvantageA General Model of International Consumer Behavior; A General Model of Achieving Strategic Superiority; Resurgence of Traditional Cultures; Three Critical Points for International Marketers; Summary; References; Chapter 3: Culture and Its Powerful Impact; Study of Cultures; Culture as a Key Determinant of Consumer Behavior; Wallace ́s Theory; Direct and Indirect Influences of Culture; Cultural Reinforcement; Religion as a Cultural Reinforcer; Education as a Culture Reinforcer; Family as a Culture Reinforcer; Government as a Culture Reinforcer
Cultures Don ́t Change EasilyCulture as a Communicator; Territoriality; Temporality; Learning; Play; Association; Interaction; Minimum Tolerable Standards; The Private Space; The Role of Sexes; Use of Resources; Using These Features; Summary; Three Critical Points for International Marketers; References; Chapter 4: Culture Driven Values; Cognitive and Affective Influences; Cognitive Influences; Affective Responses; Interpersonal and Personal Determinants; Culture Screen; Summary; Three Critical Points for International Marketers; References
Chapter 5: Different Classification and Analysis of CulturesRiesman ́s Classification; Information; Values; Purchase Patterns; Consumption Behavior; Openness to New Ideas; High-Context Versus Low-Context; Hofstede ́s Model; Individualism-Collectivism; Power Distance; Uncertainty Avoidance; Masculinity-Femininity; Long-Term Orientation; Information; Values; Consumption Behavior; Purchase Patterns; Openness to New Ideas; Brislin ́s Approach; Summary; Three Critical Points for International Marketers; References; Chapter 6: A Model of International Consumer Behavior; The Model
Other Affective InfluencesQuality Perception; Value Perception Versus Quality Perception; Modifying Influences; The Involvement Factor; Summary; Three Critical Points for International Marketers; References; Chapter 7: Social Class Impact Modified with Hierarchy of Needs; Global Versus Parochial Products; Maslow ́s Hierarchy of Needs; Social Class and Hierarchy of Needs; Consumption Decision Influencer; Summary; Three Critical Points for International Marketers; References; Chapter 8: Social Contagion of Global Consumers; Wa, Inhwa, and Quanxi; Wa; Inhwa; Quanxi; Western Social Contagion
Summary
Includes bibliographical references and index.
Over the past two decades, the face of the world consumer has truly changed. Goods are more available, information about these goods is more open and accessible, and the ability to buy these goods from any corner of the earth has become possible. As a result, international marketing is more important now than ever before. In this book, Josh Samli explores the challenges facing modern international marketers. He explains what it is to have successful communication with the target market: using social media to share consistent information about products and services, communicating directly with culture-driven consumers who already communicate online amongst themselves and with competitors, and mastering people-to-people communication with both privileged and non-privileged consumers. Any company dealing with international marketing must learn how to handle these new challenges in order to survive in the 21st century.
Marketing.
Industrial management.
Marketing.
Media Management.