tailieunhanh - Ebook International marketing management: Part 2

(BQ) Part 2 book "International marketing management" has contents: International marketing concepts, market competitive forces worldwide, advertising and promotion in international markets, international public relations, international marketing research, distribution of goods worldwide, and other contents. | 13 International Marketing Concepts AIMS AND OUTCOMES OF THE CHAPTER The study of this chapter will help students understand marketing from an international perspective as it deals with some basic concepts and useful ideas. 279 280 International Marketing Management To understand marketing it is useful to understand some basic concepts and useful ideas: MARKET SEGMENTATION Market segmentation is required because products can be used or are needed by only a part of the entire population. The concept of segmentation focuses on the particular group or class of customer who would be definitely interested in the product. A history textbook will be of interest to students and teachers of history. Spices used in cooking will be needed by cooks, both in homes and in hotels. Can a customer group afford to buy a product although it may be requiring the same? For example, can low-income people buy an expensive watch worth Rs 4,000? The population can therefore be divided on the basis of whether they belong to a rich income group, poor income group or mid-income group. Depending on the product to be sold, further narrower classification can be done. TARGETING MARKETS Markets have evolved from purely physical locations where buying and selling took place to supermarkets where a lot of products from diverse manufacturers are sold under one roof. Then there are need-based markets like healthcare products market, sports goods market. Markets can be for different age groups, different religious groups. Today there are also people markets, where jobs are offered to jobseekers. Marketers have to decide which market they want to sell their products and these become the targets for the firm. CUSTOMERS AND PROSPECTIVE CUSTOMERS These are the people or organisations that either need a product or could be brainwashed into buying a product. As they have a number of sources from whom they can buy, the sellers need to have really efficient persuasion or brainwashing techniques in .