I think it may be useful to remind that however we are acting on a domestic or a global market; we always have to keep in mind that according to Wedel, M. and Kamakura, W A. (1998) an efficient segment should be: Identifiable, Sizeable, Accessible, Stable, Responsive and Actionable.
Masaaki, K. (2003) said that Cross-Border market segmentation is used in international marketing to regroup countries that have similar
pre-defined criterions in order to be able to
target precisely the same type of consumers in different countries.
With this segmentation we are looking at global-segments, they are universal in the sense that customers belonging to such segments have common needs in spite of their geographical distance.
According to Fred Zandpour and Katrin R. Harich in their book Think and Feel Country Clusters: A New Approach to International Advertising Standardization, an easy way to regroup countries into clusters would be to compare their culture with 2 variables; Think showing the rationale approach and Feel the emotional one. This enable to draw a matrix showing how each country reacts to these appeals.
[...] To give some evidences of the FHM brand as targeting the global youth culture, I will briefly explain its marketing mix by relating it to the youth culture to show how easily it can access this market, action it and obtain a response from it. Price A MAGAZINE COSTS AND THE ANNUAL SUBSCRIPTION COSTS ABOUT DEPENDING ON WHERE YOU SUBSCRIBE. THE PRICE, WHEN SPREAD OVER THE AVERAGE OF MANY MAGAZINES, IS EASILY AFFORDABLE, WHICH ALLOWS THE PUBLICITY TO CONVINCE THE BUYER (YOUTH) EASILY. [...]
[...] Represented by a few values such as, Individualism, Freedom and Ambition Global youth united; Homogenous group a prime target for U.S. marketers BYLINE: By ARUNDHATI PARMAR, Staff Writer What are the issues in researching and defining it? THE MAIN ISSUE IN RESEARCHING AND DEFINING THE GLOBAL YOUTH CULTURE ACCORDING TO KAHN, R AND KELLNER COMES FROM THE DIVERSITY OF THE VARIABLES THAT DEFINE IT. WE CAN SAY THAT THE GLOBAL YOUTH CULTURE IS COMPOSED OF MANY SUB-CULTURES THAT CAN BE VERY DIFFERENT. [...]
[...] The main issue is that if you want to sell a product that is aimed at the global youth culture you need to advertise it in a way that will enable most of the sub-cultures to relate with, or to target only one or a few of these sub-cultures. http://www.gseis.ucla.edu/faculty/kellner/essays/globyouthcult.pdf What opportunities does this group present to marketers in terms of products and marketing strategies? THIS GROUP IS VERY INTERESTING FOR MANY REASONS; THE MAIN REASON IS THAT ITS INTEREST IN HIGH TECHNOLOGY AND COMMUNICATION MAKES THIS SEGMENT EASILY ACCESSIBLE. [...]
[...] IT CAN BE A VERY GOOD THEORY FOR TARGETING THE GLOBAL YOUTH MARKET BECAUSE WE CAN SAFELY ASSUME THAT THE VARIABLE CAN BE MORE REPRESENTATIVE OF THE YOUTH CULTURE. Another advantage is that this method does not take into consideration the geographical location of the countries, but merely their culture with respect to how rational and emotional they are. It can also be helpful to identify where your market is, whether you sell a product based on the buying impulse or on a more thoughtful purchase. [...]
[...] The brand can be seen everywhere. Promotion FHM PROMOTE ITSELF IN VARIOUS WAYS, FROM TV ADVERTS TO POSTERS IN THE STREET. IT ALSO HAS A BIG SPONSORING POLICY, HELPING CLUBS AND SOCIETIES TO REALIZE THEIR PROJECT. STUDENT UNIONS AND STUDENT PARTIES ARE OFTEN SPONSORED BY [...]
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