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INTERNATIONAL MARKETING MANAGEMENT

INTERNATIONAL MARKETING MANAGEMENT. SESSION 8: CUSTOMER BEHAVIOR. 1. WHY STUDY CUSTOMER BEHAVIOR?. To Assess Opportunities for Introducing New Products/Brands To Determine How to Segment Markets Internationally To Decide How to Position New Products/Brands. 2.

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INTERNATIONAL MARKETING MANAGEMENT

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  1. INTERNATIONAL MARKETING MANAGEMENT SESSION 8: CUSTOMER BEHAVIOR 1

  2. WHY STUDY CUSTOMER BEHAVIOR? • To Assess Opportunities for Introducing New Products/Brands • To Determine How to Segment Markets Internationally • To Decide How to Position New Products/Brands 2

  3. UNDERSTANDING THE PRODUCT MARKET • Identifying Set of Competing Products • Understanding Customer Usage Patterns • Identifying Desired Benefits 3

  4. COUNTRY A (U.S.) Soft Drinks Canned Soda Bottled Waters Iced Teas Alternative Beverages Fruit Juices/ Smoothies Energy Drinks Cola Ginger Ale Diet Soda 4

  5. Beer Milk Herbal Drinks Colas Bottled & Canned Drinks Freshly Squeezed Fruit Juices Flavored Mineral Waters Orange Lemon/ Lime Other (e.g. Black Currant) COUNTRY X Soft Drinks 5

  6. CUSTOMER USAGE PATTERNS • Daily Life Rhythms • Usage Scenarios • Cultural Conventions and Practices • Environmental/Technological Sophistication (Access to Computers/Internet) 6

  7. GLOBAL INTERNET LANGUAGES (Dec 2003) a Includes: Czech, Dutch, Finnish, French, German, Greek, Hungarian, Italian, Polish, Portuguese, Romanian, Russian, Danish, Icelandic, Norwegian, Swedish, Slovak, Slovenian, Spanish, Turkish b Includes: Arabic, Chinese, Hebrew, Japanese, Korean, Malay, Thai Source: www.glreach.com 7

  8. DESIRED CUSTOMER BENEFITS • Product Symbolism • Price Sensitivity • Role Perceptions and Expectations • Socio-Cultural Values 8

  9. CHANGING DYNAMICS OF CONSUMER BEHAVIOR • Massive Waves of Migration and Diaspora • Increased Interlinkages and Communication Between Markets Worldwide • Consumer mobility • Pan-regional and global media (Satellite TV, Internet) • Global Marketing of Products/Brands and Service 9

  10. IMPLICATIONS • Decline of National Consumer Cultures/ Rise of Glocalism • Cultural Diversity and Pluralism • Growth of Cross-Border Segmentation 10

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