Global Perspectives for International Business
As usual, please I need 3 different posting.
When entering a market, businesses must be able to differentiate between the countries and the existence of segments that transcend national borders.
- What is an example of a segment in the United States that transcends our borders?
- What are the characteristics of this segment that marketers would need to consider when developing their message and ad campaign?
- In general, and for all segments, what characteristics need to be considered by marketers when developing a message and ad campaign?
Class,
A global marketing strategy that views the world's consumers as similar in their tastes and preferences is consistent with the mass production of a standardized output. By mass-producing a standardized output, the firm can realize substantial unit cost reductions from experience curve and other scale economies. But ignoring country differences in consumer tastes and preferences can lead to failure. Thus, an international business's marketing function needs to determine when product standardization is appropriate and when it is not, and adjust the marketing strategy accordingly. Similarly, the firm's R&D function needs to develop globally standardized products when appropriate as well as products that are customized to local requirements. An example of a market segment that transcends national borders is teenagers. What qualities do teenagers have that marketers would want to appeal to? Discuss with your classmates (one full paragraph of your ideas. Research (one full paragraph)/ Source using proper APA format.