The global youth market (with a case study about Converse)
Table of Contents
- Introduction.
- A cross border segmentation.
- Definition of global marketing segmentation.
- General statement of cross border segmentation.
- Cross border similarities.
- The global youth culture.
- Dissection of the expression.
- The result: Two theories.
- Using appropriate segmentation variables, definition of 'global youth'.
- Demographic segmentation.
- Age variable.
- Psychographic variable.
- Problems of researching and defining the 'global youth culture'
- Tribes: Sub tribes.
- Sudden changes.
- Opportunities in terms of products and marketing strategies.
- In terms of product.
- In terms of marketing strategies.
- Limits of trying to market to such a large segment.
- Standardised language.
- Sub-cultures across the world.
- Conclusion .
- Bibliography and referencing.
SummaryHassan and Prevel in 1991, defined the global marketing segmentation 'as the process of identifying specific segments- whether they be country groups or individual consumer groups- of potential consumers with homogeneous attributes who are likely to exhibit similar responses to a company's marketing mix'. Most of all, nowadays, according to Hollensen in 2004 'youth is becoming more homogeneous across national markets; youth cultures are more international than national'. Generally speaking, the cross border segmentation is 'regional or even global segments and it offers standardization opportunities'; for example, the youth or business markets, the green consumer. However, segments can differ from country to country, or can have similarities between segments that cut cross across national boundaries. The process of market segmentation begins with the choice of one or more variables to use as a basis for grouping customers. Global segments are used to identify, define, understand and respond to customer wants and needs on a worldwide, rather than strictly local, basis. This cross border segmentation allows to global brands different (many) occasions to go across the globe. According to Hachette Oxford dictionary: global means: "pertaining to the whole world; worldwide; universal".
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