【正文】 Guo, CEBA, Teaching Notes of Consumer Behavior 14 The subtrends for Consumers in Control are： 控制消費 ? Redefining Value–deepening desire for good value beyond the price alone. 重新定義希望的價值，不僅以價格來定義。 2023/3/22 Ma Guo, CEBA, Teaching Notes of Consumer Behavior 9 Global consumer trends 全球新消費趨勢 ? Fluid lives 不固定的生活 ? Simply pleasures 簡單的娛樂 ? Responsible livings 對生活負(fù)責(zé) ? Quest health and wellness 健康與健壯的平衡 ? Consumer in control 消費者掌控 ? Keeping it real 保持真實 2023/3/22 Ma Guo, CEBA, Teaching Notes of Consumer Behavior 10 The subtrends for Fluid Lives are: 流動生活下的追求 ? Simple by Design–solutions that reduce plexity or save time. 簡化的款式 ? Winding Down –talks about slowing down and escaping to recharge the body and mind 放松和逃離壓力 ? Conveniently ThereDescribes the need for ever improved convenience and portability 追求方便 ? Guided Choice–ways to make good choices quickly and easily 選購指導(dǎo) ? Peak Performance –Managing your physical and mental performance throughout the day 希望自己能有最佳表現(xiàn) 2023/3/22 Ma Guo, CEBA, Teaching Notes of Consumer Behavior 11 The subtrends for simply pleasure are： 簡單娛樂下的需求 ? Fun and Play –enjoyment through play and novelty . 好玩和新鮮 。2023/3/22 Ma Guo, CEBA, Teaching Notes of Consumer Behavior 1 Chapter 10: The International Consumer 第 10 章 國際消費者 2023/3/22 Ma Guo, CEBA, Teaching Notes of Consumer Behavior 2 Key studying points 學(xué)習(xí)要點 ? Importance of Global Thinking in Marketing 全球思維的重要性 ? Structure of Global Markets 全球市場的結(jié)構(gòu) ? Global marketing Strategy 全球市場營銷戰(zhàn)略 2023/3/22 Ma Guo, CEBA, Teaching Notes of Consumer Behavior 3 . Global Consumer Markets ? 全球營銷戰(zhàn)略 Global marketing Strategy ? The forces affecting globalization of markets and international petition have been identified by Michael Porter to include the following: 邁克爾 .波特確定出了幾個主要影響市場全球化和國際競爭的因素 : ? Growing similarities in terms of available infrastructure, distribution channels, and marketing approaches。 ? CoCreation–The enjoyment and fun of being part of the creative process. 好玩成為創(chuàng)新的一部分。 ? Expert Statusgrowth in pursuit of knowledge and discernment for identity and status. 重視專家意見。 允諾—— 鼓勵消費者建立一身的聯(lián)系和積極的看待人生（以較小的花銷）。 2023/3/22 Ma Guo, CEBA, Teaching Notes of Consumer Behavior 20 跨文化分析 Crossculture Analysis ? Crosscultural analysis is the systematic parison of similarities and differences in the material and behavioral aspects of cultures. ? 跨文化分析是指系統(tǒng)地對文化、物質(zhì)和行為方面的相似性和差異性進(jìn)行對比。Marketing requires an understanding of the different cultures and business practices. 2023/3/22 Ma Guo, CEBA, Teaching Notes of Consumer Behavior 28 西歐消費者 The West European Consumer ? 歐盟包含了很多好國家。 The method used to avoid mistakes is back translation. （逆向翻譯） The process involves translating the message back and forth by different translators. In this way differences in meaning can be identified. 2023/3/22 Ma Guo, CEBA, Teaching Notes of Consumer Behavior 32 Time perception 時間概念 ? 不同的國家時間觀念是不同的 。In China Japan friendship is a substitute for a legal system. ? We view friendships as more disposable. ? 關(guān)系是極為重要的。 Interpret others from the perspective of their own group. ? 拒絕與自己文化以相似的事物。 , March 22, 2023 ? 雨中黃葉樹，燈下白頭人。 2023年 3月 22日星期三 12時 21分 48秒 00:21:4822 March 2023 ? 1做前，能夠環(huán)視四周；做時，你只能或者最好沿著以腳為起點的射線向前。 。勝人者有力，自勝者強。 2023年 3月 22日星期三 上午 12時 21分 48秒 00:21: ? 1最具挑戰(zhàn)性的挑戰(zhàn)莫過于提升自我。 2023年 3月 22日星期三 12時 21分 48秒 00:21:4822 March 2023 ? 1空山新雨后，天氣晚來秋。 , March 22, 2023 ? 很多事情努力了未必有結(jié)果，但是不努力卻什么改變也沒有。 :21:4800:21Mar2322Mar23 ? 1故人江海別，幾度隔山川。 Some people may prefer not to buy products from a certain cou