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    • pengumuman Penugasan
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      Selamat datang di kelas Perilaku Konsumen Pascasarjana Magister Manajemen. Selama kurang lebih 6 bulan ini saya Prof. Dr. Anuar Sanusi Santi akan memberi or sharing  dengan kalian di kelas ini. Mata Kuliah ini merupkan prasarat mata kuliah konsetrasi Manajemen Pemasaran (Marketing Management). Mata kuliah ini merupakan mata kuliah wajib bagi konsentrasi Prodi magister manajemen.  Setelah mempelajari mata kuliah Perilaku Konsumen di semester ini, kita diharapkan dapat menganalisis mengapa dan bagaimana konsumen berperilaku terhadap stimulus pemasaran dan keterkaitan antar faktor dalam perilaku konsumen secara jelas dan up to date sekaligus mampu menganalisis dan membaca kondisi pasar terkini. Karena muatan dari kelas ini adalah pada kemampuan anda pada cara anda menganalisis pasar beserta lingkungan persaingannya, sehingga pada akhirnya Anda memiliki kemampuan dalam mebuat strategi.

      Saya selaku dosen pengampu  berharap  Anda semua tetap semangat kita untuk berkuliah dan semoga perkuliahan kalian lancar hingga lulus, aamiin YRA


  • Topic 1

    • PENGENALAN:ANALISIS PERILAKU KONSUMEN (Consumer Behavior Analysis) Penugasan
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       Consumer Behavior Analysis:

      DESKRIPSI:

      perilaku konsumen merujuk pada tindakan, keputusan, dan kebiasaan yang dilakukan oleh individu atau kelompok dalam proses membeli dan menggunakan produk atau jasa. Ini mencakup sejumlah faktor yang memengaruhi bagaimana konsumen membuat pilihan, termasuk preferensi, kebutuhan, nilai, dan preferensi pribadi. Beberapa faktor yang memengaruhi perilaku konsumen meliputi:

      Motivasi: Apa yang mendorong konsumen untuk membeli produk atau jasa tertentu? Motivasi bisa berasal dari kebutuhan dasar seperti makanan dan tempat tinggal, atau dari keinginan untuk memenuhi keinginan dan keinginan tertentu.

      Pengaruh budaya: Nilai-nilai, norma, dan budaya memainkan peran penting dalam perilaku konsumen. Konsumen sering kali membeli produk yang sesuai dengan nilai-nilai dan norma budaya mereka.

      Keluarga dan kelompok sosial: Keluarga dan teman-teman juga dapat memengaruhi keputusan konsumen. Misalnya, keluarga dapat memberikan dorongan atau saran dalam memilih produk atau merek tertentu.

      Proses pengambilan keputusan: Proses konsumen dalam memilih produk atau jasa dapat melibatkan beberapa tahap, termasuk pengenalan masalah, pencarian informasi, evaluasi pilihan, dan pengambilan keputusan akhir.

      Faktor psikologis: Aspek psikologis, seperti persepsi, sikap, dan motivasi individu, juga memainkan peran penting dalam perilaku konsumen. Konsumen sering kali membuat keputusan berdasarkan persepsi mereka terhadap produk atau merek.

      Faktor ekonomi: Keadaan ekonomi pribadi, seperti pendapatan dan situasi keuangan, dapat memengaruhi apa yang dapat dibeli oleh konsumen.

      Pengalaman sebelumnya: Pengalaman sebelumnya dengan produk atau merek tertentu dapat memengaruhi apakah konsumen akan membeli produk yang sama lagi atau mencoba sesuatu yang berbeda.

      Promosi dan iklan: Pesan promosi dan iklan dari produsen atau pengecer dapat memengaruhi persepsi konsumen tentang produk atau merek tertentu.

      Memahami perilaku konsumen adalah aspek penting dalam pemasaran dan bisnis, karena membantu perusahaan dalam merancang strategi pemasaran yang lebih efektif dan produk yang lebih sesuai dengan kebutuhan dan preferensi konsumen.

       


  • Topic 2

    • Bab 2 Riset Konsumen Penugasan
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      Why are older Canadians less willing to switch to online banking?
      Think it requires an advanced knowledge of technology
      Perceive themselves as lacking in such knowledge
      Telephone surveys, 1200 Canadians, 18+ years of age
      Paradigma konstruktivisme biasa juga disebut interpretivisme, merupakan paradigma yang memandang bahwa individu menciptakan pemahaman dan makna secara subjektif dari pengalaman kehidupan nyata mereka sehingga realitas yang ada beragam.

      Pendekatan postmodernis yang mempelajari perilaku konsumen yang berfokus pada tindakan mengonsumsi daripada tindakan membeli



  • Topic 3

    • Motivation and Involvement Penugasan
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      Motivation and Involvement:

      What Is Motivation?

      The driving force within individuals that impels them to action ΓÇô Produced by a state of tension due to an unfulfilled need ΓÇô Which leads to conscious/subconscious attempts to reduce the tension. 

      Types of Needs : 1) Innate Needs ΓÇô Physiological (or biogenic) needs that are considered primary needs or motives; 2) Acquired needs ΓÇô Generally psychological (or psychogenic) needs that are considered secondary needs or motives.

      Motivation and involvement. Motivation is the internal drive that stimulates consumers to act on their needs and wants. Involvement is the degree of interest and importance that consumers attach to a product, service, or situation

      Goals are more specific and concrete than needs are. A goal is a particular end
      state or outcome that a person would like to achieve. Consumer goals may be
      about how much they will spend, what collections of products they will acquire, or
      to only buy organic foods. They can be concrete or abstract. They can also be
      promotion focused or prevention focused goals. Promotion goals motivate
      consumers to act in positive ways-such as putting on sunscreen to have beautiful
      skin. Prevention goals motivate consumers to avoid negative outcomes-such as
      getting skin cancer.


  • Topic 4

    • KEPRIBADIAN, CITRA DIRI, DAN GAYA HIDUP (PERSONALITY, SELFIMAGE, AND LIFE STYLE) Penugasan
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      PEMBUKAAN 

      Apakah Anda melihat diri Anda cantik? Hanya 1% dari seluruh wanita yang menganggap dirinya cantik Kebanyakan iklan menggambarkan gambaran ideal yang tidak mungkin tercapai Kampanye untuk Kecantikan Sejati'.

      APA ITU KEPERIBADIAN?

      Karakteristik psikologis batin yang menentukan dan mencerminkan bagaimana seseorang merespons lingkungannya.Keperidian adalah besarnya kemampuan jenis hama untuk melahirkan keturanan baru, sedangkan jangka waktu perkembangan adalah waktu yang dibutuhkan untuk perkembangan sejak dilahirkan atau telur dikeluarkan sampai masak kelamin (mulai dapat berkembang biak).

  • Topic 5

    • Attitudes, Attitude Change, and Persuasion Penugasan
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      Attitudes, Attitude Change, and  Persuasion 

      ©Behavior-Induced
      ©Active Participation of the Person
      ©Persuasion
      ©An individual’s use of arguments to convince others to change mind or behavior

      Every day we are bombarded by advertisements of every sort. The goal of these ads is to sell us cars, computers, video games, clothes, and even political candidates. The ads appear on billboards, website popup ads, buses, TV infomercials, and…well, you name it! It’s been estimated that over $500 billion is spent annually on advertising worldwide (Johnson, 2013).

      There is substantial evidence that advertising is effective in changing attitudes. After the R. J. Reynolds Company started airing its Joe Camel ads for cigarettes on TV in the 1980s, CamelΓÇÖs share of cigarette sales to children increased dramatically. But persuasion can also have more positive outcomes. For instance, a review of the research literature indicates that mass-media anti-smoking campaigns are associated with reduced smoking rates among both adults and youth (Friend & Levy, 2001). Persuasion is also used to encourage people to donate to charitable causes, to volunteer to give blood, and to engage in healthy behaviors.

      Persuasion :

      Persuasion has been defined as ΓÇ£the process by which a message induces change in beliefs, attitudes, or behavioursΓÇ¥ (Myers, 2011). Persuasion can take many forms. It may, for example, differ in whether it targets public compliance or private acceptance, is short-term or long-term, whether it involves slowly escalating commitments or sudden interventions and, most of all, in the benevolence of its intentions. When persuasion is well-meaning, we might call it education. When it is manipulative, it might be called mind control (Levine, 2003).


  • Topic 6

    • PSIKOLOGI SOSIALΓÇ£SIKAPΓÇ¥ Penugasan
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      PSIKOLOGI SOSIALΓÇ£SIKAPΓÇ¥:

      Menurut Judd, dkk, sikap merupakan. 1.reaksi afektif yang bersifat positif, negatif, atau campuran antarakeduanya yang mengandung perasaan- perasaan kita terhadap suatuobjek; 2.Kecenderungan berperilaku dengan cara tertentu terhadap suatu objek tertentu; dan 3.reaksi kognitif sebagai penilaian kita terhadap suatu objek yangdidasarkan pada ingatan, pengetahuan, dan kepercayaan yang relevan.

      isi sikap :

      1.Menurut Maio dan Haddock, (2007) isi dari sikap adalah konstruk ΓÇô konstruk psikologis yang di ekspresikan oleh sikap seperti keyakinan dan afeksi.
      2.Isi dari sikap adakalanya saling mendukung dan konsisten, dan ada kalanya saling bertolak belakangΓÇ£inter -component ambivalenceΓÇ¥.
      3.Sikap yang saling mendkung dan konsisten kemudianakan menghasilkan apa yang disebut dengan attitude strength sedangkan ambivelensi di antara komponen-komponen sikap akan menghasilkan ambivalensi (attitude ambivalence).




  • Topic 7

    • UTS Penugasan
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      Bagaimana perilaku konsumen dapat memengaruhi strategi pemasaran suatu perusahaan:

      (1) apa perbedaan antara kebutuhan dan keinginan konsumen, lalu berikan contoh untuk masing-masing; (2) bagaimana faktor demografis, sosial, psikologis, dan pribadi memengaruhi perilaku konsumen; (3) Apa peran kelompok referensi dalam pembentukan perilaku konsumen lalu berikan contoh dari kehidupan sehari-hari; (4) Jelaskan konsep pusat informasi dan pusat keputusan dalam pengambilan keputusan konsumen; (5) Apa yang dimaksud dengan siklus hidup produk dan bagaimana hal itu dapat memengaruhi perilaku konsumen; (6) bagaimana perubahan teknologi dapat memengaruhi perilaku konsumen lalu Berikan contoh perubahan teknologi yang signifikan dan dampaknya; dan (7) mengapa pemahaman tentang psikologi warna penting dalam merancang kemasan produk.?

      Bagaimana konsep realitas yang beragam sesuai dengan pandangan konstruktivisme:

      1)Jelaskan mengapa pandangan ini menekankan pentingnya konteks dan pengalaman individu dalam membentuk pemahaman tentang realitas

      2) Mengapa penting bagi peneliti yang mengadopsi paradigma konstruktivisme untuk memahami perspektif dan pengalaman subjektif peserta penelitian? 

  • Topic 8

    • Chapter 8 Communication and Consumer Behaviour Penugasan
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      Communication and Consumer Behaviour

      What is Communication?

      The transmission of a message from a sender to a receiver via a medium of transmission.
      COMMUNICATION AND CONSUMER BEHAVIOR
      Communication (from Latin „communis‟, meaning to share) is the activity of conveying
      information through the exchange of thoughts, messages, or information, as by speech,visual, signals, writing or behaviour. (Wikipedia, 2012). Communication is the unique toolthat marketers use to persuade consumers to act in a desired way to vote, to make a purchase,to make a donation, to patronize a retail store. Communication takes many forms; it can beeither verbal or visual, and a combination of two. There are many ways to definecommunication; most writers would agree that communication is the transmission of amessage from a sender to a receiver via a medium of some sort. Many people believe thatcommunication is a feedback which alerts the sender intended message. There are five basiccomponents of communication process from the perspective of marketing and consumer behaviour.
      COMMUNICATION AND CONSUMER BEHAVIOR. Communication (from Latin ΓÇ₧communisΓǃ, meaning to share) is the activity of conveying information through the exchange of thoughts, messages, or information, as by speech,visual, signals, writing or behaviour. (Wikipedia, 2012). Communication is the unique toolthat marketers use to persuade consumers to act in a desired way to vote, to make a purchase,to make a donation, to patronize a retail store. Communication takes many forms; it can beeither verbal or visual, and a combination of two. There are many ways to definecommunication; most writers would agree that communication is the transmission of amessage from a sender to a receiver via a medium of some sort. Many people believe thatcommunication is a feedback which alerts the sender intended message. There are five basiccomponents of communication process from the perspective of marketing and consumer behaviour. Basic Communication Model7.2 The Element of Communication ProcessThe message initiator
       (the source) The sponsor, or initiator, of the message first must decidewhat the message should convey to whom to be sent and then must encode the message insuch a way that its meaning is interpreted by the targeted audience in precisely the intendedway. The sender has a large arsenal from which to draw encoding their message they can usewords, picture, symbols, spokesperson, and special channel. They can buy space or time inselected media to advertise or broadcast their message or they can try to have their message publish



  • Topic 9

    • Segmentasi pasar dan posisi produk (Market segmentation and product position) Penugasan
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      Target pasar adalah sekelompok konsumen yang jadi sasaran untuk pendekatan bisnis supaya membeli produk atau jasa yang ditawarkan bisnis tersebut. Contoh target pasar dan produknya yaitu perempuan-perempuan muslimah akan tertarik dengan produk baju-baju muslimah seperti kaftan dan gamis.

      Segmentasi pasar dan posisi produk (Market segmentation and product position):

      ΓÇóMembagi pasar menjadi beberapa segmen dan kemudian memilih yang terbaik untuk dilayani adalah salah satu landasan praktik pemasaran yang baik.
      ΓÇóada situasi pemasaran sasaran dikritik karena tidak etis seperti merek ini akan diiklankan dengan kesan glamor, fashion kelas atas, dan kehidupan malam.
      ΓÇóSetelah mendapat kritik karena menargetkan populasi rentan, perusahaan membatalkan rencana merek tersebut.
      ΓÇóPerusahaan menyasar kaum muda, berpendidikan rendah, perempuan kerah biru dan, meskipun memperluas pasarnya hingga mencakup laki-laki

  • Topic 10

    • KONSUMEN DAN STRATEGI PROMOSI (CONSUMER BEHAVIOR AND PROMOTION STRATEGY) Penugasan
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      terdapat 4  promosi strategy

      KONSUMEN DAN STRATEGI PROMOSI (CONSUMER BEHAVIOR AND PROMOTION STRATEGY)

      PERIKLANAN (ADVERTISING)

      PROMOSI PENJUALAN (SALES PROMOTIONS)

      PENJUALAN LANGSUNG (PERSONAL SELLING)

      PUBLISITAS (PUBLICITY)

      Ke 4 jenis ini bersama-sama membentuk campuran promosi yang pemasar berusaha untuk mengelolanya secara strategis guna mencapai tujuan organisasi. Periklanan melibatkan penggunaan media untuk menyampaikan pesan kepada khalayak luas dengan tujuan mempromosikan produk atau layanan.Di sisi lain, PROMOSI PENJUALAN melibatkan tindakan-tindakan khusus, seperti diskon, kupon, atau kontes, yang dirancang untuk mendorong pembelian cepat atau respons positif dari konsumen.

      Ada beberapa aspek terkait dengan era digital dalam kaitannya dengan perilaku konsumen dan strategi promosi:

      1.Pengaruh Media Sosial: Konsumen modern sangat aktif di media sosial. Strategi promosi harus mencakup platform seperti Facebook, Instagram, Twitter, dan LinkedIn. Kampanye yang interaktif dan berfokus pada penggunaan influencer dapat membantu membangun keterlibatan konsumen.
      2.Pencarian Online: Konsumen cenderung melakukan penelusuran online sebelum melakukan pembelian. Oleh karena itu, strategi promosi harus memperhatikan optimasi mesin pencari (SEO) untuk memastikan produk atau layanan Anda mudah ditemukan secara online.
      3.Pemasaran Email dan Personalisasi: Menggunakan pemasaran email dengan personalisasi dapat meningkatkan interaksi dengan konsumen. Pesan yang disesuaikan dengan preferensi dan sejarah pembelian dapat meningkatkan efektivitas kampanye promosi.
      4.E-commerce: Perkembangan e-commerce telah memudahkan konsumen untuk melakukan pembelian secara online. Oleh karena itu, strategi promosi harus mencakup penawaran khusus, diskon, atau bonus pembelian online untuk menarik perhatian konsumen.
      5.Analisis Data dan Kecerdasan Buatan: Mengumpulkan dan menganalisis data konsumen dapat membantu dalam memahami perilaku pembelian. Penerapan kecerdasan buatan dapat membantu merancang strategi promosi yang lebih efektif dengan memahami preferensi individual konsumen.
      6.Responsif Terhadap Perangkat Bergerak: Konsumen mengakses informasi dari berbagai perangkat, termasuk ponsel pintar dan tablet. Strategi promosi harus responsif terhadap perangkat ini, memberikan pengalaman pengguna yang konsisten dan mudah diakses.
      7.Keterlibatan Konsumen: Melibatkan konsumen melalui konten yang interaktif, ulasan, dan umpan balik adalah bagian integral dari strategi promosi di era digital. Konsumen seringkali lebih suka berinteraksi dengan merek daripada hanya menerima informasi pasif.

      Dalam merancang strategi promosi di era digital, penting untuk tetap fleksibel dan terbuka terhadap perubahan dalam perilaku konsumen serta teknologi yang terus berkembang. Integrasi teknologi dan pendekatan yang personal dapat membantu membangun hubungan yang lebih kuat antara merek dan konsumen di dunia digital.


  • Topic 11

    • MARKETING STRATEGY IN ACTION Penugasan
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       Amazon.com  In 1994 Jeff Bezos, a young senior vice president at a Wall Street investment firm, decided to become a part of the Internet revolution. He decided to try to sell books via the World Wide Web. Why books? Because about 1.3 million books were in print at the time. Also, Bezos thought he would be able to provide the customer with discounted prices, the opportunity to get any book wanted, and convenience. Bezos initially came up with a list of possible items to sell online, including books, music, PC hardware and software, and magazines. After eliminating all but books and music, he realized that only 250,000 music CDs were available at any one time compared to 1.5 million English book titles (3 million titles if all languages were considered). So Bezos decided to go with books and drew up a business plan as he and his wife drove westward in search of their new home. He subsequently decided to start his new business in Seattle and sold his first book in July 1995. And with that, Amazon.com began its rapid ascent toward becoming one of the most recognized businesses in the world.

      Amazon.com has succeeded while many other fledgling Internet companies failed. Bezos, who was named Time magazineΓÇÖs ΓÇ£Person of the YearΓÇ¥ and  Advertising Age ΓÇÖs ΓÇ£Marketer of the Year,ΓÇ¥ is the first to admit that first-mover advantage was instrumental in the growth of his company. He also credits the companyΓÇÖs success to the comprehensive selection of books available. ΓÇ£ThereΓÇÖs no way to have a physical bookstore with 1.1 million titles,ΓÇ¥ he says. ΓÇ£Our catalog, if you were to print it, would be the size of seven New York City phone books.ΓÇ¥ In addition, Amazon.com is known for its ability to fulfill and deliver, thanks to large investments in nationwide warehouse distribution centers.

        If you are worried that your local Barnes & Noble bookstore might be forced out of business any time soon, however, donΓÇÖt be. Amazon. com cannot compete when customers want the physical presence of a bookstore. The online book behemoth cannot provide soft, comfortable couches, music, and gourmet coffee. Nor does it allow consumers the opportunity to page through a book before purchasing it, savoring the crisp new pages and the creaking of the binding when first opened. The company does, however, offer several advantages in the way of customer-to-customer and customer-to-author interaction. Customers can log on to the site, post a review of any book they have read, and have it permanently associated with that bookΓÇÖs entry in the online catalog. Also, authors are able to answer a variety of stock interview questions, which are then posted on the site associated with all of their books. Authors can also leave their e-mail addresses so readers may e-mail their own opinions or comments. Bezos believes that his is the worldΓÇÖs most ΓÇ£customer-centricΓÇ¥ company.

       

       Another unique feature the company offers readers who have their own Web sites is the opportunity to set up their own specialized bookstores. For example, an expert on investing can list several investment strategy books on his or her Web site and then link them from the site directly into the Amazon.com catalog. The company is able to track books that are purchased in this manner and gives the individual a commission on all sales.   What else can customers expect when purchasing a book from Amazon.com? Discounts. Roughly 30 percent of the book titles are discounted by 10 to 30 percent. The others are sold at list price.   The companyΓÇÖs strategy of providing customers with a sense of community within its Web site seems to be working. While many e-tailers went out of business and many others were barely surviving, Amazon.comΓÇÖs revenues were growing at 20 percent per year and reached $14.8 billion in 2007. Its operating profit margin at 5 percent beat most retailersΓÇÖ and approached WalmartΓÇÖs 6 percent.   The mammoth bookseller has branched into other areas. You can now purchase CDs, toys, home improvement products, software, videos and DVDs, and small appliances at Amazon.com as well as other products. With this push into selling other products, the company faces increasing competition from traditional retailers and e-commerce startups. Some believe the company risks diluting its brand name by expanding its business to too many lines, too quickly. But Bezos begs to differ. He says, ΓÇ£I get asked a lot, ΓÇÿAre you trying to be the Walmart of the Web?ΓÇÖ The truth is, weΓÇÖre not trying to be the Anything of the Web. WeΓÇÖre genetically pioneers.ΓÇ¥ The companyΓÇÖs former UK managing director, Simon Murdoch, adds, ΓÇ£ItΓÇÖs a great name. ΓÇÿAmazonΓÇÖ is not tied to any product category. The brand is extendible; it stands for delivery.ΓÇ¥ Time will tell if the company will continue to deliver. For now, Amazon.com is recognized around the world. It is the most frequented Web site in America and one of the top few in France, Britain, Germany, and Japan. Jeff BezosΓÇÖs vision has certainly become one of the great entrepreneurial success stories.



      Discussion Questions 

      1.       Why did books and CDs sell successfully online immediately while many other products took some time to sell online?  

      2.       2.  Do you think consumers who buy from Amazon.com also shop at other Web sites for books and CDs and buy from the site that offers the lowest price?   

      3.  What aspects of customer service have contributed to Amazon. comΓÇÖs success?

      3.       What are the differences in the purchasing experience between buying a book at Amazon.com and at a Barnes & Noble brickand-mortar store? 

      4.       What problems arose when Amazon.com expanded its offerings to products other than books?   

       


  • Topic 12

  • Topic 13

    • Pengaruh Budaya dan Antar Budaya (Cultural and Cross-Cultural Influences} McDonaldΓÇÖs . . . All Around the World 12 chapter Penugasan
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      Pengaruh Budaya dan Antar Budaya (Cultural and Cross-Cultural Influences} McDonaldΓÇÖs . . . All Around the World...12 chapter

            This formula suggests the world could handle at least another 48,000 McDonaldΓÇÖs restaurants. Another perspective on this issue is gained by realizing that each day, 46 million customers walk through the doors of 30,000 McDonaldΓÇÖs restaurants around the globe. Despite this volume, McDonaldΓÇÖs serves less than 1 percent of the worldΓÇÖs population on any given day. Thus, even though McDonaldΓÇÖs is the largest and best-known global food service retailer, it still has enormous potential for growth in the global market.   It may be difficult for the average American (who may take McDonaldΓÇÖs for granted) to appreciate what a McDonaldΓÇÖs restaurant can mean to consumers in foreign countries. According to Tim Fenton, former head of McDonaldΓÇÖs in Poland, ΓÇ£ItΓÇÖs hard for Americans. Poplation ofcountry X ofpeopleper U.S. McDon# aald s Country Xper capita income U.S. per capi ΓÇÖ ├ù t ta income Potential penetration ofMcDonald s= ΓÇÖ in country X to understand, but McDonaldΓÇÖs is almost heaven-sent to these people. ItΓÇÖs some of the best food around. The service is quick and people smile. You donΓÇÖt have to pay to use the bathroom. ThereΓÇÖs air conditioning. The place isnΓÇÖt filled with smoke. We tell you whatΓÇÖs in the food. And we want you to bring the kids.ΓÇ¥   In addition, McDonaldΓÇÖs carries considerable cultural meaning that many consumers value. Many people around the world see McDonaldΓÇÖs as a quintessential American product, along with LeviΓÇÖs, Coke, and Marlboro. These important cultural meanings influence consumersΓÇÖ behavior toward McDonaldΓÇÖs in the international marketplace.   McDonaldΓÇÖs walks a fine line between a global and a local strategy. In many ways, McDonaldΓÇÖs seems ΓÇ£global.ΓÇ¥ It sells its major food products (the Quarter Pounder and Big Mac burgers, fries, Coke, and milk shakes) nearly everywhere in a standard form. It also goes to great lengths to maintain the quality and consistency of its key products (beef patties, fries, and buns are uniform worldwide). Also, McDonaldΓÇÖs works hard to create its global vision of high quality and consistency around the world by training its personnel. Many McDonaldΓÇÖs employees have received degrees in ΓÇ£HamburgerologyΓÇ¥ at McDonaldΓÇÖs Hamburger University in Oak Brook, Illinois. HU provides instruction to restaurant personnel in 23 languages and has awarded more than 70,000 degrees.   Despite its global approach, McDonaldΓÇÖs also makes many adaptations to local customs, tastes, and norms. Details of the store decor often reflect local sensitivities and culture. Sometimes McDonaldΓÇÖs must adapt to legal and regulatory constraints on certain marketing strategies and actions. For instance, Germany does not allow special promotions like ΓÇ£buy one, get one free.ΓÇ¥ McDonaldΓÇÖs sometimes makes even more significant adaptations to local tastes. For example, menu items vary somewhat from one country to another. Favorite foods may be featured along with the standard McDonaldΓÇÖs fare: salads with shrimp in Germany, veggie burgers in Holland, black-currant shakes in Poland. Beer is available in some European countries. Occasionally even the names of standard McDonaldΓÇÖs products are different. ΓÇ£Quarter PounderΓÇ¥ is an English measurement term that means little in countries using the metric system. In many European and Asian McDonaldΓÇÖs, this worldwide favorite is known as McRoyal or Hamburger Royal.   How can McDonaldΓÇÖs be sensitive to local customs while maintaining its core service and product quality? The company learns and reflects the local culture by hiring as many locals as possible. McDonaldΓÇÖs employees often fly in from headquarters to help develop new markets. But nearly all of them go back after a period and turn the operation over to locals with more intimate knowledge of the local culture and customs. For example, Tim Fenton went to Poland in 1992 with a team of 50 experts from the United States, Russia, Great Britain, and Germany. By 1994, all jobs except FentonΓÇÖs had been taken over by Polish nationals (he too left eventually).


  • Topic 14