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How to market products to Chinese consumers

Abstract:

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, ...

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