MGMC11H3 Chapter Notes - Chapter 14: Brand Equity, Marketing Communications, Digital Marketing
Document Summary
Mgmc11 chapter 14: managing brands over geographic boundaries and market segments: Interested in regional marketing: mass markets are splintering, sales data from scanners can reveal regional sales" strengths and weaknesses, marketing communications make possible more focused targeting of consumer groups defined along virtually any line. Regionalization strategy can make a brand more relevant and appealing to any one individual stronger impact. Disadvantages of regionalization: marketing efficiency can suffer, costs may rise with regional marketing, may force local producers to become more competitive, blur a brand"s national identity. Any market segments may be a candidate for a specialized marketing and branding program. Differences in demographics and psychographics can serve as the basis for a separate branding and marketing program. Lifestyles are fast becoming more similar across countries within sociodemographic segments than they are within countries across sociodemographic segments: i. e. teenagers in other cities across the world have more in common than with their own parents.
