【正文】 00:21:4800:21:4800:213/22/2023 12:21:48 AM ? 1越是沒有本領(lǐng)的就越加自命不凡。 2023年 3月 22日星期三 上午 12時 21分 48秒 00:21: ? 1比不了得就不比，得不到的就不要。 Context 2023/3/22 36 Ma Guo, CEBA, Teaching Notes of Consumer Behavior 2023/3/22 Ma Guo, CEBA, Teaching Notes of Consumer Behavior 37 原產(chǎn)地問題 CountryofOrigin Issues ? 雙國產(chǎn)品 Binational products – 用 Y國的材料在 X過裝配。 The culture and business climate is strongly influenced by Europe with Francophone (former French colony)countries liking French products. Anglophone countries give high marks to British and German goods. ? 美國產(chǎn)品受高度關(guān)注， 但只有富有的人能夠負(fù)擔(dān)得起 。 2023/3/22 Ma Guo, CEBA, Teaching Notes of Consumer Behavior 17 2023/3/22 Ma Guo, CEBA, Teaching Notes of Consumer Behavior 18 2023/3/22 Ma Guo, CEBA, Teaching Notes of Consumer Behavior 19 Cultural Analysis of Global markets 對全球市場的文化分析 ? Cultural analysis involves the ability to understand and be effective in municating with the core values of a society. 文化分析 包括理解能力和用某個核心價值觀去有效的影響某個社會的能力。 ? Good Start–Ensuring children get the best start in life. 好的開端 ? Naturally Good–searching for the best from nature to improve health. 追求自然好。 2023/3/22 Ma Guo, CEBA, Teaching Notes of Consumer Behavior 7 快速和慢速增長的市場 Fast and Slow Growth Markets ? 出生率不足的問題 Birth Dearth (西方發(fā)達國家） ? 快速增長的人口 FastGrowth populations （ 2023年 10月 30日達到 70億， 預(yù)計 2050年達到 90億） ? 經(jīng)濟資源與市場吸引力 Economic and Resources and Market Attractiveness ? 人口與經(jīng)濟都增長的國家最具吸引力 ? 人均收入 ? 人均國內(nèi)生產(chǎn)總值 GDP (Gross Domestic Product) per capita ? 人口自然增長率 ? 壽命期 ? 城市人口 Changing Tendency of Global Markets 全球市場變化趨勢 ? Growing of New Markets 新興市場的崛起壯大（如中國、印度） ? Developed countries continually concern health and material culture of individuals. 發(fā)達國家繼續(xù)關(guān)注個人的健康和物質(zhì)文化。 2023/3/22 Ma Guo, CEBA, Teaching Notes of Consumer Behavior 15 The subtrends for Keeping it Real are： 保持真實 ? Back to Basics –adopting traditional approaches and skills to meet today’s needs. 以返璞歸真應(yīng)對今天的需要。也是制定營銷戰(zhàn)略的基礎(chǔ)。 On all three measures, Japan had the most accurate and fastest times. ? 美國人和英國人屬于第二和第三位。 Some people may prefer not to buy products from a certain country. ? 例如， 有的中國消費者可能不太愿意買日本的產(chǎn)品。 , 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。 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。 。 , March 22, 2023 ? 雨中黃葉樹，燈下白頭人。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。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。 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）。 ? CoCreation–The enjoyment and fun of being part of the creative process. 好玩成為創(chuàng)新的一部分。 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 Consu