Exam 13: Cross-Cultural Consumer Behavior: An International Perspective

Patek Phillippe watches are manufactured, packaged, and positioned in exactly the same way regardless of the country in which they are sold, making Patek Phillippe a(n)________.

$\text{CLOTHING MINI CASE:}$ Outer Limits Outfitters is a Swiss company that makes clothes for skiing and snowboarding. The company produces standardized lines of clothing for sale at its retail outlets worldwide. In Switzerland,. Outer Limits' advertising portrays the company as a distinctly Swiss brand. In other countries, however, it creates localized advertising, using local actors and local scenery. Outer Limits also makes substantial donations to regional natural preservation charities in its various markets because it knows that natural conservation is very important to its core consumers. -In the CLOTHING MINI CASE, the success of Outer Limits clothing abroad is most clearly attributable to ________.

Cross-cultural analysis determines the extent to which the consumers of two or more nations are similar or different.

$\text{COLA MINI CASE:}$ Fizzy Cola is a manufacturer of sodas that has come to be regarded as a symbol of American values and society and has traditionally supplied beverages to the United States Armed Forces. Given that Islamic law prohibits the consumption of alcohol, Fizzy Cola sees a huge market potential for its refreshing, non-alcoholic beverages in the Middle East. Due to current geopolitical conditions, however, marketing Fizzy Cola as a symbol of America is unlikely to be a successful marketing approach with Muslim consumers in the Middle East. As a result, Fizzy Cola plans to tailor its marketing message to the specific needs and values of the potential markets in the Middle East. Market research, however, has been hindered by laws in the area, especially in Saudi Arabia, where gatherings of more than four people are illegal, making focus group research a near impossibility. -In the COLA MINI CASE, Islamic law prohibits the consumption of alcohol, leading to a relative increase in the consumption of soft drinks by Muslims in the Middle East. This is an example of ________.

________ is defined as determining the extent to which consumers of two or more nations are similar or different.

$\text{CLOTHING MINI CASE:}$ Outer Limits Outfitters is a Swiss company that makes clothes for skiing and snowboarding. The company produces standardized lines of clothing for sale at its retail outlets worldwide. In Switzerland,. Outer Limits' advertising portrays the company as a distinctly Swiss brand. In other countries, however, it creates localized advertising, using local actors and local scenery. Outer Limits also makes substantial donations to regional natural preservation charities in its various markets because it knows that natural conservation is very important to its core consumers. -In the CLOTHING MINI CASE, the majority of Outer Limits' consumers fall into the ________ consumer segment.

Do all consumers, internationally, respond similarly to brand extensions from global brands?

What is the most important advertising component that will blend with the local culture?