International Consumer Behavior Essay

A large percentage of the international consumer behavior and market segmentation literature has focused on the most effective means by which consumers in multiple markets can be understood and those markets organized for successful operations. One of the assumptions in much of this literature is the existence, and increasing influence, of global consumers whose social and cultural differences are overshadowed by their similarities in terms of psychological consumer tendencies. This paper will explore the notion that consumers around the globe are becoming more similar in terms of psychological consumer tendencies. By showing that individuals in diverse markets may be demonstrating tendencies that suggest similar patterns of thinking in their

Global marketing is a particular form of international marketing which – in its purest form – does not exist. (van Mesdag, 1999) Its essence is that it covers a broad spread of the world’s countries and that it strives consciously to standardize its marketing strategy between those countries. The majority of international marketing approaches today are still based predominantly on culture-sensitive adaptation as each new foreign market is entered. This paper will also explore the notion proposed by Kapferer in 1992 that “It is time to realize that the majority of brands operating across Europe are neither global nor local, but ‘glocal.”
The differences in language; distribution facilities; retail structure; topography; climate; regulations governing marketing, cultural features (color, taboos, history political make-up, religion, education) between countries are so great that pure, comprehensive standardization of marketing mixes is not feasible. Yet, the main characteristic of global marketing is the attempt to standardize all elements of the marketing mix as much as possible. (van Mesdaq, 1999) A study on emerging positioning strategies in global marketing

Just as one size doesn’t fit all in global marketing, one word doesn’t fit for all cultures. In fact, if used erroneously, it can cripple the most promising of deals.
Finally, I will explore how the seriousness of intercultural service failures can be reduced if companies embrace recovery strategies, which are well documented as playing an important role in consumer’s final level of satisfaction. (Bitner et.al,