Effect of Global Youth Culture

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The importance of international marketing increased in the last years in a context in which market saturation and competition broke out within different branches. The analysis of foreign markets became more important for enterprises, because of the increasing internationalization of the business activity. While at the beginning of the internationalization, standardization and differentiation just considered domestic markets, today market segmentation is taken on global extent because of intensified individualisation of behaviour's demand of the consumers. It can happen, that consumers of different countries due to increased mobility, assimilation of demographic structure and better communication and information technologies, show more similarities in their demand than consumers in the same country. Changes in consumer's behaviour as well as shortened product life cycles by increasing expenditures for research and development, indicate the necessity and the potential in cross-border segmentation, taking into consideration marketing activities on a global scale. The existence of trans-national target groups should not be universally easy taken by enterprises, the different backgrounds must me examined before the respective products are placed on the market.

2.Global youth culture
Youth is a psycho-social phenomenon, a part of the population organised into many subcultures, which because of a high consumption affinity, appears attractive for enterprises. According to Kellner and Kahn “Global youth culture is the trans-disciplinary category by which theorists and policy analysts attempt to understand the emergence of the complex forms of hybrid culture and identity that increasingly occur amongst youth throughout the world due to the proliferation of media like film, television, popular music, the Internet and other information and communication technologies in their everyday lives”. A new global youth culture is emerging due to modern media and international market. Educators, parents and researches often see in this a threat against a more traditional, national and religious “socialization” which they would prefer. Nowadays young people are related to each other through alternative music, new trends as well as lifestyle and a host of other factors. Frequent critics point that “modernisation" is a mean for adopting western, particularly American consumption culture which main aim represents the stimulus of consumption needs and the sale of western products.

3.Youth as market segment
The definition of the global youth culture is often seen as a superficial phenomena regarding clothing style, eating habits and leisure activities, and it is naive to think that family environment is uninvolved by external influences of a global community. An important role here is played by the challenges and needs young people have to deal with. In the same, way great chances are seen for many supporters of the new technologies and related global networking, because of better possibilities of intercultural exchange. From different points of view, the “youth segment” represents for enterprises a very interesting category of customers. Teenagers prove themselves even more with increasingly independent purchase decisions on the primary market and became a significant customers’ group; another reason is that they dispose of an indirect purchasing power by influencing the decisions in the family or friends. In addition young people will represent on the future market, further potential buyers; young people also tend to purchase “fast moving consumer goods”. It is important for enterprises to bind them to their own products and brand thanks purposeful marketing measures. To be young is in, i.e. to be energetic, fit and sporty. In this case nobody just pretends to be "young", but they really want to feel that way. Thus realizes, that this value is also embedded in the present society.

3.1.Youth-specific Marketing Strategy...
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