Cross-Cultural Consumer Behavior: an International Perspective in Consumer Behavior Essay

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Week 5 Individual Assignment


Week 5 Individual Assignment
When a company decides to go global it is important that they have a marketing department that understands the implications of cross-cultural consumer behavior, and in particular in the market they are entering.   This also holds true for companies that may already be global, but may be entering a new market or rolling out a new product.   There are many different global issues that impact consumer behavior and will therefore impact the company’s marketing plan.   The company must first determine if the product even makes sense in the market they are considering.   If in fact it does, they must next consider how they will roll out the product and in a way that affects the behaviors they are targeting while staying in line with the brand of their product.   Two companies that have learned lessons regarding cross cultural consumer behavior are Apple and the Walt Disney Company.   In the following paragraphs these lessons will be identified and detailed in an effort to better understand: 1) how consumer behavior across different cultures can affect the marketing strategy mix, as well as 2) which global issues may influence consumer behavior.
Apple seems to own the smart phone industry in every market it is in with its iPhone.   While this is also the case today in Japan, it was not an easy transition for Apple when they rolled out the iPhone into this Asian market for the first time in 2007.   “While some analysts had estimated that Apple would sell a million units of its latest iPhone in Japan, revised estimates put the number at more like 500,000” (Kanuk & Schiffman, 2010, p. 429).   Why would the rest of the world think so highly of the Apple iPhone while people in Japan were not so impressed?   The poor response in Japan seemed to have a lot to do with how Apple’s marketing department rolled out their product to the new market.   Apple decided that the best features to share with the Japanese people were...

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