Hakka

Better Essays

Open Document

Open Document

View Writing Issues

1867 Words

Grammar

Grammar

Plagiarism

Plagiarism

Writing

Writing

Score

Score

Hakka

21/02/2013

21-Feb-13 | 1

International Marketing IB
Marketing for E&BE
Marketing A&c
Lecture 3 (International) Market Segmentation
› Department of Marketing
› Prof. Dr. Peter Verhoef

21-Feb-13 | 2

Agenda
›
›
›
›

Short recap
Culture as external force
(International) Market Research issues
(International) Market segmentation

“There are 3 kinds of companies: those who make things happen, those who watch things happen, and those who wonder what’s happened.”

1

21/02/2013

20 feb 2011 | 3

Recap: SWOT = Describe & analyse

IMPACT OF CULTURE

External Analysis
•
•
•
•

Customer Analysis
Competitor Analysis
Market/submarket Analysis
Environmental Analysis
• DEPEST

Opportunities and Threats

Internal Analysis
• Performance Analysis
• Marketing strategy
• Segments & target group(s)
• Positioning
• Marketing mix!

Strengths and Weaknesses

Strategic options by combining
S,W,O,T and strategic choice

21-Feb-13 | 4

Recap: Culture affects consumers
ORIGINS

ELEMENTS
OF CULTURE

Geography; History; Political Economy;
Social Institutions (family, religion, school)

Values, Beliefs, Thought Processes,
Manners/Customs, Language

CONSEQUENCES Consumption decisions and behaviors

Management
Style

2

21/02/2013

21-Feb-13 | 5

Characteristics of Culture
› learned
› interrelated
› shared

Unconscious!

›
›
›
›

prescriptive subjective enduring cumulative › dynamic
Hollensen: Culture is “the collective programming of the mind which distinguishes the members of one human group from another”.
“the learned ways in which a society understands, decides and communicates” So: effect on consumer behavior & decision process!

21-Feb-13 | 6

Layers of Culture
›
›
›
›
›
›
›
›

Country
Regional affiliation
Ethnic affiliation
Religious affiliation
Linguistic affiliation
Gender
Generation
Social class (education / profession)

› Note: acculturation /

Continue Reading

You May Also Find These Documents Helpful

Powerful Essays
Habakkuk
- 1891 Words
- 8 Pages
Habakkuk

The prophet Habakkuk introduced in his Book is not considered a prominent figure, as he is considered to be one of the twelve Minor Prophets. There is no indication of his lineage and is just referred to as Habakkuk the prophet in the Biblical text, but due the liturgical nature of the verses in the book, some scholars have described Habakkuk as a cultic prophet. The apocryphal and post-biblical literatures do not reach a consensus to who he was. Some say that he came from the tribe of Simeon and others in the tribe of Levi, and information as such is not regarded as true facts, rather as romanticized add-ons of the story, supporting the idea that these were just tacked on as later details. The estimated date that it was written in, was a time recent to the battle of Carchemish, which was the beginning of the 7th century BCE.…
- 1891 Words
- 8 Pages
Powerful Essays

Read More
Powerful Essays
Huwaei
- 1124 Words
- 5 Pages
Huwaei

* Manufacturing was another challenge faced by Huawei as it became more centralize to decrease unit costs and increase production volumes.…
- 1124 Words
- 5 Pages
Powerful Essays

Read More
Satisfactory Essays
Hyksos
- 529 Words
- 3 Pages
Hyksos

At the end of the 12th dynasty a people called "Hyksos" settled down in the eastern delta. After a presence in the country for about 150 years another hyksos dynasty (15) made a fortified capital of Avaris.…
- 529 Words
- 3 Pages
Satisfactory Essays

Read More
Good Essays
Haarp
- 749 Words
- 3 Pages
Haarp

Although the actions of Abdulrahman Zeitoun were very demoralizing and very disgusting I do not believe that his actions should delegitimize the book at all. In my opinion I believe this only strengthened the legitimacy of Zeitoun’s book.…
- 749 Words
- 3 Pages
Good Essays

Read More
Good Essays
Ha Jin
- 850 Words
- 4 Pages
Ha Jin

Ha Jin is a contemporary Chinese author and poet who grew up in China during the Cultural Revolution and has written many books of short story collections. “The Bane of the Internet” is fairly new and part of a collections of stories published in his 2009 book “A Good Fall”. Characters like the eldest sister in “The Bane of the Internet”, immigration to the land of opportunities shows the loss and gain of her life. Jin created the character of the eldest sister to dramatize the lives of the Chinese immigrants and their daily battle to find balance between their lives in a new world and the responsibilities of caring for their family they left behind.…
- 850 Words
- 4 Pages
Good Essays

Read More
Powerful Essays
Greggs plc
- 6699 Words
- 30 Pages
Greggs plc

Greggs plc intend to expand their operations into international markets in order to satisfy their overriding objective: 'to be Europe's No. 1 Bakery'.…
- 6699 Words
- 30 Pages
Powerful Essays

Read More
Good Essays
Havisham
- 456 Words
- 2 Pages
Havisham

Carol Ann Duffy's poem 'Havisham' is a dramatic monologue written from the eyes of the infamous character Miss Havisham who is extracted from Dickens’s 'Great Expectations'. Miss Havisham is a very disturbing character for a number of different reasons conceived by the pain and hurt she has endured through out her life after being jilted at the altar many years before the poem is set. Through out Havisham we learn that there is more underlying problems to Havisham than what was once acknowledged. Hatred completely destroys Havisham and that instead of helping her to get revenge, it makes her worse which results in her hating all men.…
- 456 Words
- 2 Pages
Good Essays

Read More
Good Essays
Havisham
- 438 Words
- 2 Pages
Havisham

The opening line portrays the order of events. "Beloved sweetheart bastard." The man she describes was someone special but soon became someone she hated. She has longed for revenge as the reader is told, "Not a day since then I haven't wished for him dead." The words "prayed" also tie in with this deep seated longing for change. The imagery of her eyes being like "Dark green pebbles" hints to the hardness of stone but also the green is jealousy. She has become trapped by obsession: thinking, praying and waiting for her fiance.…
- 438 Words
- 2 Pages
Good Essays

Read More
Good Essays
Haarp
- 929 Words
- 4 Pages
Haarp

This is the biggest ionospheric heater on the planet. Being able to heat a one thousand square kilometer area of the ionosphere all the way to fifty thousand degrees. This heater is also a phased array. This means that it is capable to steer and when the waves and be physically aimed to a selected target area. What scientists have found out is that if you send radio frequency energy up and focusing it, it then causes a heating effect. This event then literally lifts the ionosphere within a 30-mile diameter area and furthermore changing pressure systems that were at homeostasis. The act of moving is an amazing event in the fact that humans can harness this power, this is a very dangerous reality we live in. One of the worst set backs is that the scientists cannot model the system in a good way. The long term consequences of this atmospheric heating are not known this fare but this is still used which can be doing terrible things to this environment. Changing weather in point A will create more powerful storms that merge together creating more destructive storms down the line. The most dangerous facts about this is that H.A.A.R.P. has already been charged in altering the weather which is just outrageous to even think of.…
- 929 Words
- 4 Pages
Good Essays

Read More
Good Essays
Kaushk
- 3331 Words
- 14 Pages
Kaushk

The NAZIs gave particularly attention to education and control of the German educational system. They were well awarethat it would be difficult to convert many adults and only aminority of Germand had ever voted for the NAZIs in democratic elections. The childrn were a different matter. They were thus determined to mold the new generation to accept NAZI pinciples. As the leader of the NAZI Teacher's League, Hans Schemm, put it: "Those who have the youth on their side control the future." As a result, after the NAZIs seized power in 1933, they quickly began applying totalitarian principles to all aspects of the German education system. Private schools were taken over or closed. Great emphasis was attached on racial "science", often termed "racial hygine", in NAZI education and this was quickly introduced into the curiculum. NAZI idelogy and physical-military training became other important aspects of the school program. Many teachers embraced the new Germany, but others were fired or left teaching. It is difficult to assess the relative importance of the two groups. It is known that many teachers were fired or replaced with political hacks during 1933-35, but HBC has no details on the numbers. Some of the best educators fled abroad. The quality of German education, once the leading system in Europe, declined. Again, however, it is difficult to assess this in quantative terms. NAZI World ViewThe NAZI worldview served as central focus of education during the Third Reich. It serves to justify actions of the regime which would have been rejected by most Germans before the NAZIs seized power. The central concept was concept was racial superiority which was mixed with xenephobic nationalism. The NAZI concept of a ‘national community’ included a fusion of race and country. The other key principle was leadership by a strong leader and the rejectioin of democracy and civil liberties. The NAZI world view was expressed in the slogan: "Ein Reich, Ein Volk, Ein Führer". Hitler…
- 3331 Words
- 14 Pages
Good Essays

Read More
Good Essays
Husam
- 1836 Words
- 8 Pages
Husam

The District uses water supplied from both storage and wells to help meet peak demands. In this section District operational, emergency, and fire storage criteria is reviewed. Pumping and storage facilities are evaluated and sized to meet the District’s requirements under demand conditions including maximum day, maximum day plus fire flow, and peak hour. This section includes a description of the storage capacity evaluation methodology and the results of the evaluation. The storage capacity evaluation for McClellan Business Park is presented in Appendix A.…
- 1836 Words
- 8 Pages
Good Essays

Read More
Satisfactory Essays
hagwon
- 464 Words
- 2 Pages
hagwon

Hagwon is the Korean word for a for-profit private educational institute. They are considered bigger and better than any of the public schools and teachers globally. Hagwons have been known for their exceptionally skilled teachers, systems, and performance. All over South Korea, Hagwons like Kim Ki-hoon, a Hagwon in South Korea who has earned more than $4 million a year off of his teachings, have made a very profitable lifestyle and they have accomplished a better salary than teachers world-wide.…
- 464 Words
- 2 Pages
Satisfactory Essays

Read More
Good Essays
hafsiop
- 1621 Words
- 7 Pages
hafsiop

If you ask a teacher how the school year is going this year, you will quickly get the impression that students and teachers are burning out. They are the victims of the newly active common core standards. Young students are specifically impacted by the common core because it is developmentally inappropriate. Teachers are also overstressed by the common core because they have little control over their classrooms. This is due to modules which script their lessons completely, restraining them from adapting to different classroom environments’. Students are not robots and should be treated as individuals each with their specific needs. However, the common core does not allow this to happen. While standards may be good, the system has proven it is already failing. Change needs to come, because the common core is not trustworthy, and is not working and is forcing teachers and students into learning modules they are not comfortable with.…
- 1621 Words
- 7 Pages
Good Essays

Read More
Best Essays
Green Marketing
- 3929 Words
- 16 Pages
Green Marketing

Marketing practices in general are shaped under marketing environment conditions, specifically culture. Researchers has shown that culture has a strong influence on the values, perceptions and actions of the consumers (Trompenaars, 1994; Chow, Deng and Ho 2000; Chaplin and John 2005; Escalas and Bettman 2005; Fournier 1998; Muñiz and O’Guinn 2001), and that culture can…
- 3929 Words
- 16 Pages
Best Essays

Read More
Satisfactory Essays
Social Cultural Environment:
- 422 Words
- 2 Pages
Social Cultural Environment:

Social and cultural aspects of a society form its very nature. As "culture" is the essence of a society, this chapter will concentrate on a discussion of it only.…
- 422 Words
- 2 Pages
Satisfactory Essays

Read More

Related Topics

Marketing