International Marketing Issues. Проблемы международного маркетинга, страница 21

Yet even when foreigners and foreign products are not perceived as a threat to the local economy, they may still be perceived as different and/or inferior. It is for this reason that international businesses often play down their foreignness and try to blend in with the local scene. Few Americans even realize that Shell Oil products, Norelco razors, Nescafe products, or Seiko watches are not made by American firms. For many products this strategy of "blending into the local scene" may be the best one from a marketing standpoint.

Not all attitudes toward foreigners and foreign products are negative. Highly sophisticated and talented individuals may be perceived as interesting rather than just "different" by the nationals of other countries, particularly by those of similar education and talent. Foreign products of high quality are often viewed in the same light. Belgian lace, French wine, Japanese cameras, and German microscopes are all viewed as distinctive and of extra-high quality in world markets. In these instances, the foreign identification actually provides an advantage in the marketplace. Success in a foreign market, then, may depend on the marketer's ability to blend in with the local scene and develop a domestic identity or the ability to convince local buyers that "foreign" means better.

Social Structure and the Role of Consumption The formal and informal structure of relationships between individuals and the effects of the actions of some individuals upon the actions of others not only varies between societies but may vary over time within one society. David Riesman identifies stages in the development of social structures through which societies may move.⁷ His three stages of social structure evolution are traditional societies, inner-directed societies, and other-directed societies. To the extent that societies throughout the world can be described by such a classification, it is a useful comparative device for the international marketer.

Traditional Societies and the FamilyIn the eighteenth century, European and American societies were essentially "traditional." Social practices and institutions were strongly affected by the way things had been done in the past. A number of societies throughout the world today are still primarily influenced by tradition. The Moslem states located on the Arabian peninsula are a good example of traditional societies. In a traditional society the influence of primary peer groups is particularly important: The family exerts strong influence over the actions of its members, and the paternal figure is usually dominant. In such societies, the family has a much stronger influence over the acculturation and education of its younger members; and the family is also an important center of social activities, particularly for women. In traditional societies, religion affects many more aspects of the life of society than in inner- or other-directed societies. The old ways of doing things are considered to be the good ways, and the opinions of the elders are considered most important. Patterns of consumption do not change rapidly or easily, so that marketing efforts are largely concerned with relating to the status quo.

Inner-Directed Societies and Individualism.The inner-directed society is usually found in nations that are experiencing rapid economic development. This society is usually dominated by rugged individualists—the economic giants who own the new industries down, and the new social leaders tend to be the industrial leaders and their families. These leaders are characterized by a strong tendency toward individualism: they set their own standards of conduct – ranging from innovative to bizarre – and their patterns of consumption reflect these standards.