全球營(yíng)銷(xiāo)管理復(fù)習(xí)資料-資料下載頁(yè)
2025-04-16 22:12本頁(yè)面
【正文】 an is more likely to be based on who you are than on formal analysis of pro forma financial documents. The United States is a lowcontext culture。 deals are made with much less information about the character, background and values of the participants. Much more reliance is placed on the words and numbers in the loan application.4. How can buyer attitudes about a product’s country of origin affect marketing strategy? P344One of the facts of life in global marketing is the existence of stereotyped attitudes toward foreign products.Stereotyped attitudes may either favor or hinder the marketer’s efforts. On the positive side, as one marketing expert point out “German is synonymous with quality engineering, Italian is synonymous with style, and French is synonymous with chic.” However, no country has a monopoly on a favorable foreign reputation for its products or a universally inferior 低劣reputation. Similarly, individual citizens in a given country are likely to differ in terms of both the importance they ascribe to a product’s country of origin and their perceptions of different countries. The reputation of a particular country may vary around the world。 a particular country’s reputation can change over time.Country image is not uniform. Country stereotyping can present a considerable disadvantage to a petitor in a given market. Because of this, global marketers should consider shifting production locations to exploit countryspecific advantages.If a country’s manufacturers produce quality products that are nonetheless perceived as being of low quality, there are two alternatives. One is to attempt to hide or disguise the foreign origin of the product. Package, label, and design can minimize evidence of foreign sourcing. A brand policy of using local names will contribute to a domestic identity. The other alternative is to continue the foreign identification of the product and attempt to change consumer or customer attitudes toward the product. Over time, as consumers experience higher quality, the perception will change and adjust. It is a fact of life that perceptions of quality often lag behind reality.In some market segments, foreign products have a substantial advantage over their domestic counterparts simply because they are foreign.It is a happy situation for the global marketer when foreign origin has a positive influence on perceptions of quality. One way to reinforce foreign preference is by charging a premium price for the foreign product to take advantage of consumer tendencies to associate price and qualit
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