Global Youth Culture - A Cross Border Market

Résumé du document

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.

Extraits

[...] It can be helpful as well to identify where your market is if you sell a product based on the buying impulse or on a more thoughtful purchase. THE PUNNETT CROSS BORDER MARKET SEGMENTATION PUNNETT IN 1994 REGROUPED COUNTRIES INTO CLUSTER AS WELL. HIS SEGMENTATION IS MUCH MORE BASED ON LANGUAGE, RELIGION AND GEOGRAPHICAL SITUATION, HE ASSUMED THAT COUNTRIES SPEAKING THE SAME LANGUAGE ARE INTERPRETING THINGS IN THE SAME WAY, AND THAT COUNTRIES CLOSE TO EACH OTHER OFTEN HAVE THE SAME RELIGION AND A SIMILAR CULTURE. [...]

[...] To conclude FHM is brand that regroups a magazine, a website and a TV channel, it targets the Global Youth Culture through its access via the internet and mobile phone and its interests for; celebrities, video games and new technologies, movies, music's and sports. This successful magazine is using marketing viral to efficiently foster its brand image in a student environment. http://www.fhm- international.com/news.asp http://www.fhm.com Referencing and Bibliography Fred Zandpour and Katrin R. Harich, Think and Feel Country Clusters: A New Approach to International Advertising Standardization, International Journal of Advertising 15 (1996): 341. Copyright Advertising Association. Kotabe, Masaaki. Global Marketing Management. [...]

[...] (1998) AN EFFICIENT SEGMENT SHOULD BE: Identifiable Sizeable Accessible Stable Responsive Actionable A few figures about the global youth culture context HERE ARE A FEW NUMBERS THAT CAN BE USEFUL WHEN TALKING ABOUT THE GLOBAL YOUTH CULTURE WHICH PROVE THAT ACCORDING TO STOCK, T AND TUPOT, ML. THIS IS A RIPE MARKET WITH A HUGE GROWTH POTENTIAL: $100 billion in spending power. In the US of the total population is aged 14 and younger In India 35% of the population are 14 and under What is cross-border market segmentation? MASAAKI, K. [...]

[...] New York, NY, USA: John Wiley & Sons p205. Michel Wedel and Wagner A. Kamakura, Market Segmentation Conceptual and Methodological Foundations (Boston, MA: Kluwer Academic Publishers, 1998), Chapters 1 and 2. Stock, T and Tupot, ML; (accessed 10/01/2008) http://brandnoise.typepad.com/brand_noise/2006/04/what_unites_glo.html Punnett, B.J. (1998), "Culture, cross-national", in Poole, M., Warner, M. The IEBM Handbook of Human Resource Management, International Thomson Business Press, London, pp.9-26 Cara Heaven and Matthew Tubridy, (accessed 10/01/2008) http://iyp.oxfam.org/documents/Chapter%2011%20Global %20Youth%20Culture%20&%20Youth%20Identity.pdf Global youth united; Homogenous group prime target for U.S. [...]

[...] It could be very important to play on this as the global youth culture is mainly buying products following a buying impulse. Discuss the limitations of trying to market to such a large segment? THE MAIN ISSUE IN TARGETING SUCH A BIG SEGMENT IS THAT IT IS COMPOSED OF MANY SUB-CULTURES, WHICH CAN FORM SUB-SEGMENTS, EACH SEGMENTS WILL NOT BE EQUALLY INTERESTED IN THE PRODUCT. A company should start ranking which sub-culture is more likely to be converted into a long term customer with the lesser marketing money spent to persuade it. [...]