研究生英语Marketing across Culture.ppt

Q8.In para8,how did superstition affect consumer behavior? For example, in China , the number eight is considered lucky, and many products are named “88” . Phone numbers with eights denote good fortune, and real estate with eights in the address is likely to sell more quickly---especially if the price ends in “888”. Q9. In para9-10, there are certain “don’ts” in advertising,what are they? a.In the EU and much of Asia, comparisons in advertising are not accepted or allowed. b.Local differences in non-verbal behavior should be taken into account in designing visual advertising. Q10.Do neighboring cultures share buying preferences? No , neighboring cultures elsewhere don’t necessarily share buying preferences any more than a US buyer does with a Mexican consumer. Furthermore, national borders don’t always delineate buying behavior; regional patterns can be just as strong. Paraphrase 1.Prices for the simplest purchases are subject to negotiation. People can also bargain over prices for the simplest purchases. 2.There is still no substitute for a visit to the target market. The best way to discern the unwritten rules of another culture is a visit to target market. 3.Every detail that differs from your usual pattern is a clue to the behavior of the local nationals. Every detail of the rules that different from your own culture’s can help to explain why the local people behave in that way. 4.The simplest cultural differences can strand the grandest plans. Even the simplest cultural differences can be barriers to the implementation of plans. 5.Beyond concrete demographics, these attitudes are not as easy to circumscribe and pin down. It is not as easy to clearly figure out these attitudes as concrete demographics. 6.As Americans, we’re used to a competitive playing field in which we constantly compare ourselves, our companies, and our products. In the United States, we and companies are accustomed to competing with each other with rules similar to those on playing f