IB 150 Lecture Notes - Lecture 21: Wendigo, Subcompact Car, French Fries
31 May 2017
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Document Summary
A powerful force drives the world toward a converging commonality, and that force is technology (levitt, 1983) The role of the wto and governments. Made consumers world-wide more aware of their preferences. The move towards mass consumption in the west and other industrializing countries. Caused certain market segments to emerge across national markets that have converged: Converging commonality may not have happened universally. Some consumer product tastes may have converged less than other products. The process of identifying distinct groups of consumers whose purchasing behavior differs from other groups in important ways. Firms adjust their marketing mix to meet the particular needs of different market segments, e. g. , The seniors" market, the global teenagers and the luxury goods market focusing on the wealthy. Buyer behaviors (cultural, economic influence, brand perception--country of origin stereotypes) Automobile: power, design, quality, performance, comfort, size/capacity. Cell phone makers: e. g. , android system, lg and samsung.
