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10 - How to market products to Chinese consumers

Mona Chung

Doing Business Successfully in China, 2011, p.177-215

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Title:
10 - How to market products to Chinese consumers
Author: Mona Chung
Subjects: brand names in Chinese ; brands ; Chinese consumers ; Chinese market ; cross-cultural marketing ; cultural behaviour ; cultural knowledge of the Chinese market ; distribution ; feasibility study and market research ; local marketing knowledge ; market entry ; packaging and labelling ; personal selling ; potential of China ; promotion communication for Chinese ; Shanghai Dragon Girl ; Western marketing theory
Is Part Of: Doing Business Successfully in China, 2011, p.177-215
Description: This chapter discusses one of the most critical and sensitive topics today in selling goods to Chinese – cross-cultural marketing. It seems an irony that the fundamental of marketing taught in any marketing course is satisfying the customers’ needs and wants. However, when it comes to marketing to Chinese, MNCs seem to have a different idea about what products the Chinese consumers should consume which is usually according to the MNCs. Without the understanding of the Chinese market and consumers, Foster’s could hardly make a go in the Chinese market. This chapter discusses many of the unique market characteristics of Chinese market as well as Chinese consumers. By highlighting these differences, future operations may be able to learn some Chinese ways of marketing in China.
Publisher: Elsevier Ltd
Language: English

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