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International Culture

C/M/1881. Why should the international marketer have knowledge of sub cultural groups when attempting to segment markets?

WORDS:
1150
DATE:
2011
PRICE:
19.99 GBP

This paper aims to assess the reasons why the international marketer should have knowledge of sub cultural groups when attempting to penetrate international markets. The paper begins by defining sub cultural groups, and follows this with a discussion regarding international market orientation. Homogeneity, Heterogeneity, and segmentation are all examined, and the paper concludes by summarising why marketers should have knowledge of sub cultural groups.

 

KEYWORDS: Homogeneity, Heterogeneity, Segmentation, international marketer, sub cultural groups, international markets, international market orientation,

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