Behavior of Japanese & American Consumers

In order to understand consumer behavior, it is essential to appreciate that consumerism is at least in part a response to market behavior in general and the psychology of marketing in particular. Modern theories of marketing are grounded in appreciation of their connection to social, cultural, and political history and indeed in connection with evaluations of satisfactory social experience. This is in the background of the view that marketing is "a strategic ingredient" of the "entire industrial process" (Taylor and Shaw 4). Drawing on a variety of resources that have tracked American market behavior in the postwar era, Taylor and Shaw allude to the trade, production, and sociocultural implications of the marketing process in their definition of marketing as "the process of a society by which the demand structure or the desire for economic goods and services is anticipated or enlarged and satisfied through the conception, promotion, exchange, and physical distribution of such goods and services" (Taylor and Shaw 7).

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despite an increase in the gap of earnings between haves and have-nots and the persistence of massive consumer debt, the number of haves (i.e., potential consumers) has increased while massive threats of inflation and recession have receded in the face of perceptions of economic stability. American consumer spending continues. It would be difficult to find in the community of 20th-century representative democracies a sharper contrast between postwar America and postwar Japan. After World War II, Japan was vanquished. What had been an imperialist economy was transformed into a capitalist system. Over the following decades, the transformation was dominated by Japan's shift from a defeated military empire into a superior force in international economics. As Boyle notes, the view of Japan as a vital ally against Asian communism "was not always matched by a particular appreciation of the future economic significance of Japan" (352). But precisely because the Japanese relied on outsiders for postwar defense, they could concentrate energies on economic issues. Ironically, the Allied occupation appears to have facilitated a renewal of Japanese insularity and bureaucratization of its marketplace, owing in no small part to Japanese traditio
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Approximate Word count = 2544
Approximate Pages = 10 (250 words per page)